1984 - A Year of Golden Opportunity

Article Abstract:

1983 was a good year for newspapers. They are now making an intense effort to garner more advertising from national accounts. There are a number of reasons why newspapers may appeal more to national advertisers now. Newspapers have changed their look. They are appealing to a broader reader audience. The expected standardization of newspaper page and depth measurement should eliminate production problems. New research studies also confirm that newspaper readers are more upscale than television viewers. In order to attract national accounts, newspapers will have to make a concentrated effort to persuade advertisers they are interested. Newspapers will also have to make concessions to obtain the advertising.

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Media and Creativity

Article Abstract:

Media needs to be credited with manufacturing strong sales leadership for a brand. Creativity is usually credited with establishing brand dominance. Media decides where advertising dollars should be allocated to bring about a brand's top sales position. It is media men who recognize the importance of utilizing all advertising mediums. Creativity is important, but media knows where to place the creative product.

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How Do Liquor Marketers Advertise?

Article Abstract:

Sales for alcoholic beverages are down. One of the reasons is the marketing effort by liquor marketers. Advertising and marketing efforts have done nothing imaginative to reverse the growing trend away from liquor consumption. New target consumers have not been approached. New advertising mediums have not been employed. A strong sales message should be sent to the consumer.

Measurement, Alcoholic beverages, Sales

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