ANALYSIS OF PRICES OF PRINT ADVERTISING AND THE EFFECTIVENESS OF PRINT ADVERTISING ON READERS
ANALYSIS OF PRICES OF PRINT ADVERTISING AND THE EFFECTIVENESS OF PRINT ADVERTISING ON READERS

Summary/Abstract: This article aims to analyze the prices of print advertising in domestic printing houses and to find out the effectiveness of print advertising in paper form on the readers. The primary source of data is document analysis, i.e. data from price lists of Mafra, Vltava Labe Media and Burda international publishing houses. The data needed to determine the effectiveness of print advertising in paper form is obtained through the CAWI method, which is one of the questionnaire survey methods. One hundred respondents answered the questionnaire. The comparison method is used to evaluate the data. The results show that the advertising prices of individual publishing houses vary. Research has also shown that readers prefer the online form of press because it is easier for them, and they do not have to buy printed newspapers and magazines. The results also suggest that advertisers choose multiple magazines in different formats and at different publishing houses and do not focus on just one magazine or publishing house. The work helped advertisers recommend which publishing house offers the most financially advantageous advertisement and show a price comparison of advertisements at individual publishing houses.

• Details
• Contents