Promoting media advertising against promotion spending
Abstract:
The forces affecting brand marketing have resulted in many changes in recent years and will continue to do so at an accelerated rate over the next 5-10 years. One clear and damaging manifestation of these changes, not just from a publisher's viewpoint, has been a growth of sales promotion spending. This paper discusses the nature of these changes, with reference mainly to evidence from the UK. It considers how they are affecting media owners, and pays special attention to the opportunities which will arise for print advertising if the publishers adopt appropriate strategies.
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