Chapter 11 – Print Advertising
55. (p. 284) An advertiser that wants to add weight and drama to its advertising message can
have the ad printed on high-quality paper stock and placed in the magazine for a premium
price. This is called:
56. (p. 284) An ad for Coldwater Creek, a retailer of women’s clothing in “Martha Stewart
Living” magazine was printed on high-quality paper stock to add weight and drama to the
advertising message. The finished ad was shipped to the magazine publisher for inclusion in
its March issue. The ad for which the advertiser paid a premium price exemplifies:
