Point of view: Is Facebook better than TV?

This article discusses a recent campaign in the UK by Cadbury Creme Egg, the seasonal confectionery brand, which reallocated some media budget from TV to Facebook.

Point of view: Is Facebook better than TV?

Byron SharpEhrenberg-Bass Institute

Is advertising on Facebook better than on TV? Recently I received this interesting question in the mail:

'Cadbury's Social Media Manager claims a 7% sales increase in single Crème Egg sales over Easter after shifting from TV to Facebook (paid for and community management). Knowing that Facebook Fans are heavier buyers [and so less responsive to advertising], do you know how they achieved such sales success?'

I was immediately reminded of medical stories of someone taking something – snake oil, vitamin C… whatever – and then being cured...

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