WHAT'S WRONG WITH PRINT ADVERTISING TODAY AND HOW TO FIX IT

Abstract

Editor's Comment: Under ordinary circumstances this article (originally a speech at the Advertising Age Creative Seminar) would have been recommended to an advertising publication. However, we feel strongly that Mr. Becker's comments have significant importance for all advertisers, especially those who spend most of their money in television. While he is specifically addressing those who would create print advertising, it is enlightening for the buyers of advertising to “overhear” the coach in the locker room. Print advertising, as he points out, is often sadly neglected by the client and the agency thus reinforcing the view that it is unimportant. Not so!

Citation

Becker, M. (1985), "WHAT'S WRONG WITH PRINT ADVERTISING TODAY AND HOW TO FIX IT", Journal of Consumer Marketing, Vol. 2 No. 2, pp. 79-87. https://doi.org/10.1108/eb008127