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%.