Is Anyone Seeing My Ad?

All media planners and clients wonder whether their target audience are actually seeing the ads that they're placing: is the advertising noise or clutter so great that it's impossible for them to cut through and be noticed? This question resonates more than ever now in the age of PVRs, media fragmentation and consumer choice.

Magazines have their part to play in this debate, with the question often being levelled about advertising volume within each issue. However, in this case, is competitive advertising a turn off for readers, or does it in fact create a marketplace for consumers to browse and choose from?

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