Internet ad breaks

Goodman, Christina
April 2006
Brand Strategy;Apr2006, Issue 201, p58
Trade Publication
The article focuses on the significance and benefits of online advertising strategies for the entertainment and alcoholic beverage sectors in Great Britain. Online advertisements were effective in increasing brand impact, communicating messages and persuading audiences to purchase or try products or services. Data shows that entertainment and alcohol advertisements are the best online performers in generating the greatest impact on key metrics of brand awareness, message association, brand favorability and purchase consideration or intent.


Related Articles

  • Brewers cast net to pull in drinkers. Brown, Curtis // Precision Marketing;3/29/2002, Vol. 14 Issue 26, p12 

    Focuses on the adoption of the Internet for the advertising initiatives of alcoholic beverage companies. Factor that have always played a large part in drinks companies' advertising campaigns; Benefits from Internet advertising; Launch of a Web site by the Carling lager brand.

  • Pro-Drinking Messages and Message Environments for Young Adults: The Case of Alcohol Industry Advertising in African American, Latino, and Native American Communities. Alaniz, Maria Luisa; Wilkes, Chris // Journal of Public Health Policy;1998, Vol. 19 Issue 4, p447 

    This paper examines targeted alcohol advertising in three ethnic communities: African Americans, Latinos, and Native Americans in the U.S. We focus on the appropriation of cultural systems and the reinvention of them as commodities to consumers. We outline the specific strategies used in each...

  • MODELO QUOTIDIAN FUN.  // Beverage Industry;Apr2003, Vol. 94 Issue 4, p38 

    Reports that Mexico-based alcoholic beverage company Grupo Modelo SA de CV has announced its “Someplace Better” print advertising campaign featuring liquor brands Corona Extra and Corona Light beginning Spring 2004. Plot of the campaign; Point-of-sale materials for the two brands...

  • Brandfame Stella Artois.  // Marketing (00253650);9/21/2005 Supplement, Special section p44 

    The article focuses on the television advertising campaigns of the alcoholic beverage brand Stella Artois in Great Britain over the years. The brand has achieved its premium perception in the UK through consistent TV advertising, mainly since 1990. In 1986 Stella ran a small regional test using...

  • GUINNESS. Warren, Peter // Campaign;9/23/2005 Supplement, p29 

    Focuses on the advertising campaigns of the Irish brewery Guinness PLC. Impact of the legendary Guinness posters on drinkers; Succession of the heritage in television advertisements; Comment on the first television commercial of Guinness on the opening night of ITV; Comment on the Rutger Hauer...

  • Campaign of the month Baileys Minis. Fisk, Peter // Director;Oct2003, Vol. 57 Issue 3, p42 

    Focuses on the 2003 advertising campaign of Diageo PLC for its Baileys Minis brand of drink. Theme of the campaign; Importance of the campaign for Diageo.

  • SPIRITED SEX. Chura, Hillary // Advertising Age;7/9/2001, Vol. 72 Issue 28, p1 

    The article discusses the efforts of the small spirits players in the U.S. to use risqué advertising to boost sales. It describes several advertising campaigns and product promotions that feature alcoholic beverages and sexual suggestion with double entendre. It cites the American culture's...

  • Seagram finally stirs in freezer cocktail niche. Pruzan, Todd // Advertising Age;4/22/1996, Vol. 67 Issue 17, p10 

    The article reports that Seagram Co. is set to launch a line of shelf-stable, malt-based cocktail pouches called Frozen Paradise in an attempt to compete with Brown-Forman Beverages Worldwide in the ready-to-serve blended freezer cocktail sector. Seagram is starting the campaign cautiously with...

  • Alcoholic beverages. Vagnoni, Anthony // Advertising Age;5/31/1999, Vol. 70 Issue 23, ps8 

    This article looks at several advertising campaigns for the alcoholic beverage sector in the U.S. as of May 31, 1999. Advertising agency Wieden & Kennedy has developed the 15-second spots Deviled Egg, Boat, and Mayonnaise for Miller High Life. The commercial Comedy/Berlin created by Saatchi &...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics