I think that most marketing people would agree that advertising is intangible to some degree. We still offer inquiries that let the advertiser know that some readers want their catalog or want to be contacted.
The intangible aspect is the awareness factor of advertising. How much does your ad increase the awareness of your brand? I, for one, am a believer that increasing the awareness of your brand is the most important aspect of advertising.
I have been defending this truth for many years as a sales representative for my magazine. I have been preaching the value of increasing brand awareness. It is true, it pays to be seen in the right place. It pays to have your brand recognized. This has always been a truth of American marketing.
Magazine advertising, online advertising, and in-person event participation all increase the awareness of your brand. That is why we offer great opportunities to our advertisers in all three areas.