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Industry Advertising

As with any professional process, the placement of print media, especially trade- or industry-specific media, can be segmented into primary areas. In this case, the primary process areas include discovery, analysis, negotiation, and measurement of performance.

Discovery

During the discovery process, you should create a planning framework. This framework may include the following, as appropriate:

1. Identification of target audiences and media choices. The marketing team must identify potential target audiences and the overall media choices that reach those audiences in each class of trade. This often is achieved by reviewing past publication performance and the editorial content of selected publications and/or aligning current or future sales targets with the appropriate media targets. The media titles initially selected are scrutinized during the analysis phase.


  

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