Abstract:

Commercial television has spread across Europe and is now available in virtually every West European country. Print remains the most important single medium in terms of advertising spend. How are these two major media perceived by advertisers and agency people and what factors govern the decisions they make when allocating budgets between different media? This article gives a general overview of all that has been done by way of research to provide help and guidance to advertisers faced with these problems. The thesis is not that print is better than television, but that print plus television is more effective in promoting a product than either medium on its own.