Using press coverage in place of advertising
Synonyms: Valuing media interest in commercial activities
Implementation: One commercial trading company reported that in 1994 it had received the equivalent advertising space in the press worth approximately Â£300,000. For example, its products were feature 32 times in women's magazines and other periodicals.
Subjects: Action AdvertisingMediaPressCommerce
Type Classification: E: Emanations of other strategies