The Economist is targeting students in the Philadelphia-area with about 20 participating pizzerias. Students order pizzas on a regular basis so this innovative advertising medium should be a great way to reach out to them.
Moreover, the creativity behind the medium and the pizza ad might reflect positively in light of showing students that the Economist isn't as dry as many would think. However, the content of the ad does not lie about what one may find inside The Economist.
Will students want to "get a world view"?
