Print advertising media substitution

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Title: Print advertising media substitution
Author: Sorce, Patricia; Swain, Matthew
Abstract: This quantitative study examined changes to the advertising media mix of leading national advertisers from 2003 and 2005. The advertising channels analyzed were newspaper, magazine, television, outdoor, radio, Internet, and Yellow Pages. Of these seven categories, there was statistically significant growth in radio and Internet advertising, and a statistically significant decrease in traditional Yellow Pages advertising. Differences in advertising spending were found by industry.
Description: Industry Definition and Strategic Analysis
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Date: 2007-10

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  • Printing Industry Center Research (CIAS)
    Dedicated to the study of major business environment influences on the printing industry, precipitated by new technologies and societal changes. With the support of RIT, the Alfred P. Sloan Foundation, and our Industry Partners, it is our mission to continue to develop and articulate the knowledge necessary for the long-term economic health of the printing industry.

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