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Learning Objectives
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TO EXAMINE HOW PRINT advertising enhances the advertiser's media mix. Newspapers and magazines, with their unique qualities, can complement broadcast, direct mail, and other media. By using print wisely, advertisers can significantly increase the reach and impact of their campaigns and still stay within their budget.

After studying this chapter, you will be able to:
  1. Explain the advantages and disadvantages of magazine advertising.
  2. Discuss the various ways to analyze a magazine's circulation.
  3. Describe how newspapers are categorized.
  4. Define the major types of newspaper advertising.
  5. Explain the advantages and disadvantages of newspaper advertising.
  6. Discuss how rates are determined for print media.
  7. List several sources of print media data.





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