In case you started to doubt about the effectiveness of TV advertising....
Oscar Jamhouri from 'Integrated Marketing and Communications' and Marek L. Winiarz from 'Method Marketing Communications' published a very interesting article in The Journal of Advertising Research, with the very long title: 'The Enduring Influence of TV advertising And Communications Clout Patterns In the Global Marketplace'.
They used MCA (Market Contact Audit, a tool somewhat similar to Optimix) to come with the following conclusions:
1. TV remains one of the most influential contacts
2. TV retains its clout against the digital competition
3. TV clout is greater in Asia than Europe / North America
4. TV is influential with the young demographic
Does that mean that we should do TV only? Of course not. What is says is that TV is not dead (yet) and that continuing to invest money in TV advertising is OK. At the same time: we know that multi-media is both more effective and efficient that TV centric. TV is OK, so long as you don't overdo it!
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