When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
LO 1 | To examine the various types of magazines and newspapers and the value of each as an advertising medium. |
LO 2 | To analyze the advantages and limitations of magazines and newspapers as advertising media. |
LO 3 | To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined. |
LO 4 | To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media. |