While any advertising campaign should feature a healthy mix of new and conventional media, recent research points to print as the platform with the best return on investment.
Last winter, Hewlett Packard conducted a 10-minute online survey at the San Jose State University (SJSU) to measure student preference for e-textbooks and printed version.
As managing director of PrintWeek’s reigning SME of the Year, clearly Prime Group managing director Jon Tolley knows a thing or two about running a successful business. However, it seems that one of his most valuable lessons, the power of sharing knowledge, came relatively late.
"Print is alive because you can create an integrated mix that is relevant to the person you're targeting," says Alan Scott , member of the CMO Council Advisory Board and former senior vice president and chief marketing officer at Enterprise Media Group, Dow Jones and Co. "Print plays a vital role...