Travel Industry Marketing Conversations

by the folks at ITI Marketing, Inc.

  • Find us!

  • Enter your email address to subscribe to this blog and receive notifications of new posts by email.

    Join 10 other followers

  • Subscribe

  • Newest Twitter updates

    Error: Twitter did not respond. Please wait a few minutes and refresh this page.




  • Add Blog to the Marketing Blog Directory
    List your blog on the Internet's biggest and best Marketing Blog. The Marketing Blog is the premier source for the finding and posting marketing related blogs. Join for FREE!



  • TopOfBlogs

Solving the Advertising Puzzle – Online, Offline …or Mobile?

Posted by TeamITI on April 7, 2009

puzzleHere you are, having to decide how to distribute your advertising spend among the ever-growing advertising channels:

– Online vs. offline; Print vs. pay-per-click

– Website banners vs. mobile marketing

– TV vs. full page 4-color magazine ad, and so forth…

It would be interesting to see what type of ad gets most of the viewer’s attention. And the findings are interesting, based on a test conducted in a lab setting by McPheters & Company:

  • Within a half hour, magazines effectively delivered more than twice the number of ad impressions as TV and more than 6 times those delivered online
  • Magazines had ad recall almost three times that of Internet banner ads
  • Among web users, 63% of banner ads were not seen. Respondents’ eyes passed over 37% of the Internet ads and stopped on slightly less than a third

According to Scott McDonald, Senior Vice-President of Research for Condé Nast, “Because different media deliver ad impressions at… different rates… time spent with a medium does not translate into value for advertisers… (and) that magazine advertising is undervalued relative to its effectiveness.” (source: MediaPost Research Brief)

Lesson learned? Do not discount one channel over the other, but find the pieces that fit together, much like when you assemble a puzzle.

Mobile marketing integration with SMS call-to-action is just one example that let’s you engage your customers beyond that initial ad impression!

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: