Browsing by Subject "Newspaper publishing"

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    Newspaper advertising in an Arabian gulf country: examples of careless appeals
    (Emerald Publishing, 2001) Tuncalp, S.
    Looks at the need for advertisers to communicate their objectives through appropriate messages and, in particular, how targeted consumers interpret, evaluate and remember such messages. Presents a number of case studies where the use of careless advertising resulted in the communication being interpreted in differing ways from the intent and therefore failed to produce the desired response from consumers. Suggests that these examples could help provide some caveats to international marketers, and highlights the need to test response in advance.
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    Print media planning in Saudi Arabia
    (Emerald, 1994) Tuncalp, S.
    Almost three‐quarters of advertising spending in Saudi Arabia goes to print media. This condition stems from the fact that some important media for developing countries including cinema, radio, and rental video are not available for placing advertisements. Despite being an important channel for advertising, the print medium has serious problems. These problems include limited circulation, inefficient distribution, lack of readership information, and unreasonable cost of advertising space. After discussing the characteristics of various newspapers and magazines published in Saudi Arabia, places these print advertising media alternatives in proper perspective with respect to their effectiveness.