‘Drip, drip’ advertising more effective
Posted by jorbell on November 13, 2008
Taking a ‘drip, drip’ approach to advertising and ensuring a brand is constantly in the public eye is more effective than one major, short-lived campaign, it is claimed.
An advertising strategy which is solely focussed on one form of media may be ineffective and provide no real return on investment, comments Rachel Hawkes, account director of Elemental Communications.
She adds that multimedia campaigns can be the most efficient as they mean consumers are surrounded with a brand during different aspects of their daily activities.
‘If we see a brand when we watch TV, then hear its name as we listen to the radio, see it in the magazines we read and then see it on the internet it reinforces [its] power,’ Hawkes remarks.
Research from the Office of Communications last month found time spent on PCs in Britain in 2007 was four times that spent in 2002 – an increase from six minutes to 24 minutes.
Article Source: www.smallbusiness.co.uk