Measuring the effectiveness of advertising in the industrial press

Date of publication: November 1, 1979

Author: Cecile Kreweras

Abstract:

As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial press showed that the latter was responsible, in 26% of cases, for the discovery of suppliers in industry ; in this respect, performance is higher than for exhibitions (19% only). Furthermore if a manufacturer is noticed and remembered because of an advertisement in the industrial press, his chances of being chosen as supplier are increased by 65%.

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