Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
Topics:
Procter & Gamble; Wal-Mart; Mass-market advertising; Advertising; Unilever; Mass marketing; Personal video recorder/TIVO; Fragmentation of television; Evolution of advertising; Point of purchase advertising; In-store advertising; Sony; Advertising expenditure; Target marketing; Consumer buying habits
Abstract
Since the 1940s, television has remained one of the most important universal mass-market advertising media. However, with the proliferation of many TV channels and devices, like personal video recorders that enable complete omission of ads while watching TV, conveying advertising messages to the viewers sitting at home became difficult. With this, advertisers worldwide shifted their focus to in-store advertising, which has a higher degree of impact on shoppers within a store. Although advertisers believe that in-store advertising will eventually replace TV as an advertising medium, analysts feel that TV will continue to be the dominant advertising medium. This case, while highlighting the evolution of the global advertising industry, offers scope to discuss the transition of advertisers from mass-market advertising to in-store advertising and whether in-store advertising will remain effective in the future.
Other setting(s):
September 2005
About
Abstract
Since the 1940s, television has remained one of the most important universal mass-market advertising media. However, with the proliferation of many TV channels and devices, like personal video recorders that enable complete omission of ads while watching TV, conveying advertising messages to the viewers sitting at home became difficult. With this, advertisers worldwide shifted their focus to in-store advertising, which has a higher degree of impact on shoppers within a store. Although advertisers believe that in-store advertising will eventually replace TV as an advertising medium, analysts feel that TV will continue to be the dominant advertising medium. This case, while highlighting the evolution of the global advertising industry, offers scope to discuss the transition of advertisers from mass-market advertising to in-store advertising and whether in-store advertising will remain effective in the future.
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Other setting(s):
September 2005