ABM study touts trade publication effectiveness

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New York--A new study by American Business Media found that integrated advertising making use of print, online and trade shows is more effective than a single medium for raising awareness and stimulating action. The study also found that 46% of leading executives surveyed rank trade magazines and professional journals as their No. 1 source of information, followed by Web sites (44%) and general business magazines (30%). Eighty-six percent of executives said that when they see a company advertising in a down economy, it keeps that company top-of-mind when it comes to making purchase decisions, and 99% said that even in an economic slump, it's important to keep abreast of products, services and news in their industries.
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