This case describes a multistage communication study undertaken by the research
ID: 404223 • Letter: T
Question
This case describes a multistage communication study undertaken by the research
department of Penton Media, a publisher of business trade magazines, to determine
the long-term viability of a reader and advertiser service, the reader service
card, a post-card-size device used by readers to request additional information
from a particular advertiser. www.penton.com
Penton Media, a publisher of such business magazines as Industry Week, Machine
Design, and Restaurant Hospitality, was experiencing a decline in use of
publication reader service cards. This postcard-sized device features a series of
numbers, with one number assigned to each ad appearing in the publication.
Readers circle the advertiser
Explanation / Answer
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