Connecting print with advertising tracking

Tracking studies, in which the impact of advertising communication is measured, are a well-established part of the marketing information process. They are used extensively by brand owners to monitor the effects of their marketing programmes. In many cases, attempts are made to relate their findings to media expenditure. Decisions about future activity may be taken on this basis. How well do they deal with print? Some print media owners feel that the techniques employed do not always fully cater to the advantages of the medium. Print allows great precision in linking advertiser brands with specific magazine and newspaper vehicles – both in matching the image of the brand with the image of the publication, and the use of an appropriate reading environment. These are benefits which large-scale studies for tracking heavyweight TV campaigns are sometimes not designed to show.

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