TV at the centre of integrated campaigns
Jun 28, 2009 - 01:48 PM
The idea that the growth of the internet as an advertising medium is at the expense of TV advertising is a thing of the past. Aside from the good health of TV as a medium in which more commercials are seen than ever (rather than repeat all the facts and figures on TV advertising, see www.thinkbox.tv), effectiveness studies establish that the best advertising campaigns use a variety of media, with television at the centre.
Of the most recent IPA Effectiveness Awards, 22 of the 23 used TV advertising and in all cases that was in conjunction with other media.
A powerful new example of TV advertising working with other media and, in particular, the internet, to transform a brand from also ran to market leader appears in the new issue of Contagious magazine, which explains the success of comparethemarket.com. To read the article www.contagiousmagazine.com for information on Contagious.
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