Posts Tagged ‘media fragmentation’

Brands Use More Forms of Media

April 13, 2008

In an article in the New York Times, brands like Kimberly Clark, Johnson & Johnson and Coca-Cola are reportedly using more than traditional television advertising focusing on 30 second spots.  The brands are being encouraged to use more forms of media such as in-store, online and point-of-sale.

Recent research has shown that most customers are “touched” 6 times by different forms of media before making a purchasing decision.  This means that brands need a coordinated strategy to work across multiple forms of media.  However, national advertisements should be partnered with local advertisments that drive sales.  As Macy’s demonstrates, brands that will survive the current media fragmentation will work across multiple forms of media and have a coordinated national and local strategy.

To view the article, go to http://www.nytimes.com/2008/04/10/business/media/10adco.html?ref=media