BIG research finds traditional media still ranked the highest terms of infl uencing consumers. Furthermore, its research indicates that when people use another media with newspapers, it is most often TV.
Advertising in both places allows the media to work in concert with each other to reinforce the message. TV can draw attention to the brand. Newspapers provide the opportunity for long copy or lots of visuals to support the communication. As well, multiple locations can be featured in newspapers along with contact information such as phone numbers and the website.
Invariably with TV, consumers remember the ad but not the brand. Synergistic newspaper ads (ones with same look and feel) successfully underscore the brand name of the advertised product or service.
PC: Right-click on image. Then click on “Save Target As.”
MAC: Click and hold on image. Then click on “Save Link As.”