Market Forces Shaping the Future Media Mix
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However, print’s role in this media and marketing communications mix has been in decline for the past six to seven years. Executives and experts interviewed for the PRIMIR study anticipate spending declines in newspapers, inserts, directories and catalogs, but expect relatively steady spending for on-demand sales collateral, packaging, direct mail and custom publications. At the same time, they plan to steadily increase spending levels into an expanded array of online/Internet-delivered communication as well as mobile vehicles.
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