OOH as a direct response tool
Article Abstract:
Out-of-home, outdoor or display advertising is typically a poor direct sales vehicle. Yet it can be an excellent communications channel for direct brands, and for some of these brands, it can be quite valuable in building brand awareness. This is aptly demonstrated in the use of outdoor posters by several telecommunications firms and property/casualty insurers. Actually, it is the media architecture and the achievement of a balance between awareness-building communications channels and hard- driving sales channels that is crucial to the achievement of an optimal return on advertising investment.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Breton out at Microsoft Canada
Article Abstract:
Caroline Breton has resigned as manager of corporate communications and strategies at Microsoft Canada. Her departure comes after the software giant shifted its C$25-million advertising account from Publicis Canada to MacLaren McCann. The transfer was part of the global realignment of Microsoft's advertising business with McCann-Erickson WorldGroup. A spokesman for Microsoft said Bretons's position would be filled but gave no time period.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2001
User Contributions:
Comment about this article or add new information about this topic:
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