Advertising Strategy Lecture 7

7

…plus the new and emerging digital variations of the more traditional media

…as well as where (vehicle and position) and when (schedule) the advert will run

816 radio stations

25.7 million facebook users, 5.8 million twitter users

Yeshin, 2006

Visual Content Time to Process Message Frequency

TV Yes Short High

Radio No Short High

Newspapers Limitations Long High

Magazines Yes Long Limitations

Posters Yes Long Limitations

Internet Yes Long High

Direct Mail Yes Long Low

Brand Awareness Recognition

Brand Awareness Recall

Low Involvement High Involvement

Informational Transformational Informational Transformational

TV Yes Yes Yes Yes No No

Radio No Yes Yes No No No

Newspapers Limitations Yes Yes Limitations Yes Limitations

Magazines Yes Limitations Yes Limitations Yes Yes

Posters Yes Limitations Yes Limitations Limitations Yes

Internet Yes Yes Yes Yes Yes Yes

Direct Mail Yes Limitations Yes Limitations Yes Yes

http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising%20Handbook.pdf

Consumers are hyper-connected via the internet

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford

University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,

Oxford University Press.

Yeshin, T. (2006). Advertising. London: Thomson

http://m.campaignlive.co.uk/article/1059790/Biggest-Brands-Top-100-

advertisers-2011

http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Adver

tising%20Handbook.pdf