Advertising in magazines


The paper presents research findings of Sesame, a survey including hundreds of advertising campaigns in the various media, designed to compare average media effectiveness - and the methodology used for this survey. The results show the specific functions of magazines as a medium - on average, magazines perform better than all other media to build up brand awareness. A piece of experimental research also provides qualitative insight into the perception of advertising in magazines, and allows better understanding of the specificities of this medium.

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