Half-Life of Strategies Sinking
Despite efforts by newspapers and other media, the decision over which form of media is to be used in an advertising campaign has not gotten easier. More and more, advertising media and placement possibilities are at the media planner's disposal. Meanwhile, the increasing pressure of competition among advertisers leads to a decrease in the half-life of their marketing strategies.
This calls for a continual examination of the communication goals and, thus, of the money invested in advertising. A quick change in strategic orientation often results in an advertising campaign unable to develop its full effect.
Online offers and the Internet have created a stir in recent years, although the euphoria has died down, considering the relatively limited number of users and the only less-than-optimal utilisation comfort.
Despite the dynamics of electronic developments, offers have become consolidated within the classic media. In particular, the dominant growth rates of television are over. Even magazines are reaching their limits in their search for new target groups; instead of market expansion occurring, a competition for markets is taking place.
Which mix of media should advertisers use in today's marketing landscape?
The decision depends, of course, upon the individual marketing concept. These concepts, on the other hand, are for the individual businesses using advertising completely differently. Retailers have different marketing goals and communication than producers of brand-name items or service industries. For retail advertisers, winning customers and sales are the main focus of marketing considerations. Producers of brands focus upon the distinctive positioning of brand images. The service sectors, then, concentrate on a reliable presentation of the trustworthiness in the efficiency of their products and services.
Despite efforts by newspapers and other media, the decision over which form of media is to be used in an advertising campaign has not gotten easier. More and more, advertising media and placement possibilities are at the media planner's disposal. Meanwhile, the increasing pressure of competition among advertisers leads to a decrease in the half-life of their marketing strategies.
This calls for a continual examination of the communication goals and, thus, of the money invested in advertising. A quick change in strategic orientation often results in an advertising campaign unable to develop its full effect.
Online offers and the Internet have created a stir in recent years, although the euphoria has died down, considering the relatively limited number of users and the only less-than-optimal utilisation comfort.
Despite the dynamics of electronic developments, offers have become consolidated within the classic media. In particular, the dominant growth rates of television are over. Even magazines are reaching their limits in their search for new target groups; instead of market expansion occurring, a competition for markets is taking place.
Which mix of media should advertisers use in today's marketing landscape?
The decision depends, of course, upon the individual marketing concept. These concepts, on the other hand, are for the individual businesses using advertising completely differently. Retailers have different marketing goals and communication than producers of brand-name items or service industries. For retail advertisers, winning customers and sales are the main focus of marketing considerations. Producers of brands focus upon the distinctive positioning of brand images. The service sectors, then, concentrate on a reliable presentation of the trustworthiness in the efficiency of their products and services.
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