A qualitative and quantitative study investigating usage and views of the financial trade press generally and advertising specifically

While many companies carefully track their consumer advertising, there has previously been no cost effective means of measuring the effect of specialist trade advertising. Now, more than ever, when budgets are tight and every penny is scrutinised, it is essential to know whether the £000’s spent on trade advertising are giving value for money.

This study is designed to evaluate trade advertising in the financial services trade press and provide an ongoing measure of trade advertising awareness and effectiveness. The study seeks to investigate

	How readers use the trade press, which titles are read and for how long and what influence it has on readers thinking
	The role of trade press advertising in the sales and decision making process
	Stand out, design, clarity and the strengths and weaknesses of trade advertising as perceived by its readers
	How adverts are performing and the factors that make for successful and effective trade advertising
	Spontaneous and prompted awareness of syndicate members trade advertising and the messages being promoted
	What effect members’ adverts are having on their brand

We provide practical recommendations as well as providing a benchmark for ongoing measurement of trade advertising against the competition