Misleading data could result in ineffective advertising spending and lower business sales, says one senior marketing lecturer.
SINGAPORE: Recent news of SPH Media’s inflated circulation numbers could potentially erode the trust of its readers and business partners, according to marketing experts CNA spoke to.
She added that misleading data could result in ineffective advertising spending and lower business sales. “Our media rates and advertising packages are based on reach and readership of individual titles, and our SPH Media solutions as a whole,” she wrote. Another, budget airline Scoot, said: “We do not comment on confidential agreements, including our media strategies and investments, and will address them offline with the respective parties.”
Elaine Poh, the managing director and head of domestic business at Publicis Media, said circulation and print run data are less commonly used in media evaluations.
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