Abstract:

Display advertising is expensive. In the U.K. the cost of a single insertion of a full-page, four colour advertisement in the leading farming publications ranges from £1,500 to well over £3,000. Similar levels of cost are involved in other European farming publications. For all these reasons it is, I believe, important that agricultural advertisers should look much more closely at the return from their investment in advertising. The fact that it is less tangible than other investment decisions may make it more difficult to assess, but does not remove the need.