Hilbrich, Jonn
March 2008
Promo;Mar2008, Vol. 21 Issue 2, p22
Trade Publication
The article remarks on the misuse of targeted media in advertising campaigns. According to the author, the effectiveness of mass media advertising has declined and all evidence indicate the need for a new way of marketing. He contends that money is still important for advertisements but those who succeed are the ones who seek out a more intimate understanding of their best customers and invest selectively to reach them where they live, with a message that is of interest to them.


Related Articles

  • Honda direct blitz builds on 'Hate' campaign.  // Precision Marketing;5/20/2005, Vol. 17 Issue 29, p3 

    The article reports on Honda Motor Co. Ltd.'s direct response campaign to promote its diesel range. Hicklin Slade & Partners has put together a multimedia push, which includes a 32,000-strong direct mail campaign, and 600,000 door-drops that will be sent to prospects. Some 5,000 fleet decision...

  • How to avoid 'Snafu Complex.' Hume, Scott; Johnson, Bradley // Advertising Age;5/25/1992, Vol. 63 Issue 21, p4 

    This article presents the views of sales promotion agents regarding the promotional error of Anheuser-Busch (AB). It is said that failed promotions should not damage the advertising industry's reputation any more than a failed advertising campaign sullies the image of the advertising business....

  • When advertising is broke, rethink it.  // Northern Colorado Business Report;10/23/2009, Vol. 15 Issue 2, p7 

    The article discusses how companies can improve their advertising campaigns in order to attract more consumers. It suggests that creating an advertisement must involve a conversation, based on life experiences, and original products. It also stresses that successful advertising involves relevant...

  • DRUM UP BUSINESS. Healy, Christopher // Real Simple;Dec2011, Vol. 12 Issue 12, p212 

    The article focuses on the traditional marketing strategy through banging of drums to catch the attention of every household in the 17th century. This technique also characterizes the time when military recruiters visit towns and troupe of actors so as to publicize a performance. It points out...

  • Butterball Takes a Page From YouTube for Holiday. Baar, Aaron // Adweek;11/6/2006, Vol. 47 Issue 41, p9 

    The article reports that poultry company Butterball LLC has a new advertising campaign for the 2006 Thanksgiving season. Ads feature home videos of people sending a holiday message to family members in other parts of the country. Following the lead of the websites YouTube and MySpace,...

  • Adwatch 21.01.09.  // Marketing (00253650);1/21/2009, p21 

    The author reflects on the advertising campaign of John Lewis in Great Britain. He considers John Lewis is the only advertiser that gives creative strategy. He notes that it has proven desperate times can be stood up without compromising brand, image or dignity. He points out that its quality...

  • Message Strategies in Effective Advertisements. ALT, Mónika Anetta; SĂPLĂCAN, Zsuzsa; VERES, Enikő // Proceedings of the International Conference Marketing - from Inf;Nov2014, Vol. 7, p24 

    Many researchers have tried to establish a link between the content and effectiveness of advertisements. They are focused mainly on television commercials and on their effect on target audience. The objective of this paper is to identify message strategy types in effective print advertisements,...

  • O2 puts £5m behind free weekend calls. Quilter, James // Marketing (00253650);7/12/2006, p6 

    The article focuses on the launch of O2O's advertising campaign "Long Weekends," to promote its free weekend calls offer. The £5m campaign will support the call offer for both prepay customers who pay a minimum of £10 a month and monthly contract customers who are paying more than £35 a...

  • New campaign: Silentnight.  // Marketing (00253650);7/12/2006, p6 

    The article focuses on an advertising campaign launched by Silentnight Beds. The campaign will have the company's two brand characters, the hippopotamus and the duck, but they will appear only at the end of the campaign. The advertisement features a woman, who while cleaning a bed, recalls...


Read the Article


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

Try another library?
Sign out of this library

Other Topics