Note: Based on net of 12 measured product categories, multiple responses.
Figure 12-2 Magazines are the premier source of consumer knowledge
Services A final advantage of magazines is the special services some publications offer advertisers. Some magazines have merchandising staffs that call on trade intermediaries like retailers to let them know a product is being advertised in their publication and to encourage them to display or promote the item. Another service offered by magazines (usually the larger ones) is research studies that they conduct on consumers. These studies may deal with general consumer trends, changing purchase patterns, and media usage or may be relevant to a specific product or industry.
An important service offered by some magazines is split runs, where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine. This service is used to conduct a split-run test, which allows the advertiser to determine which ad generates the most responses or inquiries, providing some evidence as to their effectiveness.
Was this article helpful?
Now You Can STOP Failing In Your Business And Become A Success Even If You’ve Tried Everything Before! I Easily Put An END To My Lack Of Success And Learned How To Develop Rules Of Conduct That Transform Organizations And Businesses And I'll Show You How YOU Can, Too! Are you sick to death of your business efforts going nowhere?