Survey of industrial advertising media

Abstract

Argues availability of research into how industrial advertising media compares unfavourably with that of its consumer counterpart. Discusses the survey, spread over three years, which attempts to provide a more scientific approach to this crucial marketing problem – profitability was key throughout. Evaluates the leading marketing and advertising journals stating that research as to ‘profitability’ of placing adverts in any specific media seems to be a subject that is relatively ignored, or is not readily available to the marketing or sales manager. Uses figures for added emphasis and lists the media involved in this survey at the end. Concludes that, this survey possibly does not really tell us much more than is already known, but that a few misconceptions may have been clarified, and it is hoped food has been provided for further thought.

Citation

Kinnaird, R.W. (1969), "Survey of industrial advertising media", European Journal of Marketing, Vol. 3 No. 2, pp. 88-98. https://doi.org/10.1108/EUM0000000005209