By W. Duncan. Reekie
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Additional resources for Advertising: Its Place in Political and Managerial Economics
0 per cent of the total. 1 will now be examined in a little more detail. Newspapers The principal characteristic of the newspaper is its ubiquity. Everyone has access to the press, and almost everyone will read, or at least see, a newspaper each day. This enables the advertiser to get widespread coverage of his product instantaneously. The regular appearance of the daily papers can be argued to have two appealing features. They provide an obvious channel for repetition. And secondly, since readers are by definition looking for news, they may well be receptive to adverts for new products in the daily press.
The question of whether five or seven inserts would be more profitable than six will probably not be asked, and if it were, the choice to change from six might well be made more in hope than in certainty. But, given the current state of knowledge (or lack of it), this is rather an unfair criticism. Ideally the tasks to be determined should be related to the objective to be attained, and not to any recorded relationship between the two in past periods. However, past relationships are very often the only starting point from which to work, given the difficulties involved in predicting future sales response to future advertising.
The absence of High Street window display makes such detailed advertising essential while, simultaneously, the detail involved renders TV relatively less efficient. Thus, in allocating scarce budgeted resources, the advertiser, has three interdependent decisions to make. He has to 50 Advertising optimise media choice. He has to select the most effective message design, and tailor it according to the media available. ) Thirdly, decisions in both these areas can be affected, and almost always improved upon, by a successful marketing innovation.
Advertising: Its Place in Political and Managerial Economics by W. Duncan. Reekie