Print isn't just a key part of the communications world, now more than ever it is often the foundation upon which a fruitful campaign is built as consumers tire of value-free electronic-only marketing. For decades print was a medium of choice for marketers. Like TV and radio, it was a well proven method that delivered measurable ROI. Then the internet, email and SMS messaging came along and suddenly print's dominance was threatened. These new digital channels offered marketers something different and the more canny operators realised that, as early adopters, they could significantly reduce their media spend yet still deliver highly targetted messages.
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