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TV+newspaper brands equal winning combination for advertisers (if both…
TV+newspaper brands equal winning combination for advertisers
if both news brands and TV advertising are used, the number of people agreeing that the advertising ''gives me a reason to go out and buy'' rose by 48%
complementary relationship
the strength of the news brand/Tv combo lies in the difference between them
TV advertising
can have a great impact but elapses in real time and leave only in memory
can create a degree of fame for a campaign
deliver the entertainment factor to increase engagement
reach heavy TV viewers
news brand/ written-word advertising(either print or digital)
allow the reader to spend as much time as they like engaging with the content
evoke the TV ad
allow people to read and absorb the details that can be lost on screen
reach more than five million light, commercial TV viewers
news brands complement TV by adding younger, male, up-market audiences who are likely to live in or around London
in the UK
strong examples of the beneficial bond between TV&news brand advertising
food advertising
many national newspapers have a resident cook featured weekly (both print&online)
TV food shows : very powerful&emotional connection
offer a tangible&multi-sennsory experience
for cookery fans: news brands become a secondary medium: TV food experts' culinary ideas
people often invest a great deal of emotion in the newspaper they read
often an ad in a newspaper can provide a powerful image and message that echoes the emotional reaction people have to the TV advert
written-word advertising: connection is reinforced&refreshed by weekly interviews, recipes, and advice that famous foodies offer
ex: Cadbury Philadelphia
newspaper: provoke reassessment
TV: mass awareness
cars
a big purchase
car ads
provide more detailed practicalities to help seal the deal
TV ads
great for conveying the emotional&sensory experience of the car, creating a vivid image of the lifestyle the car will serve
create a strong brand identity for car brands
tend to create desire
Newpaper ads
there are also TV car experts who write regularly for news brands // celebrity cooks
give the consumer the opportunity to absorb the finer details+they create brand familiarity+they build on the emotional connection sparked by the TV ad
news brand: very effective in getting people to go out&buy
there are offers for consumers that are on the cusp of purchasing
there is also the opportunity to play on current news to grab people's attention, get a laugh&create the impression of a current&up-to-date campaign (Mini Roadster ad)
TV=core advertising medium
BUT: it cannot do everything!
it's essential to use other media to maximise the effectiveness of the overall investment