oa Journal of Marketing - The 'silliness' of discounts in print media : advertising @ work
At a recent Future Group staff conference, the issue of discounts and their impact on the credibility of a publication arose. Aside from that, questions are often raised as to the validity of rate cards when discounts are so readily given, while simultaneously, published advertising rates continue to climb even as circulation declines. To delve deeper into this issue, we spoke to Group Managing Director of The Starcom MediaVest Group, Gordon Patterson; GSM Quadrant's Gordon Muller, and Group Managing Director of The MediaShop, Chris Botha.
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