A Model for Delivering Branding Value through High-Impact Digital Advertising: How High-Impact Digital Media Created A Stronger Connection to Kellogg’s Special K
Shawn D. Baron
Caryn Brouwer
Ipsos ASI
Amaya Garbayo
Kellogg Company
Management slant
- High-impact digital advertisements communicate the benefits of a product above and beyond standard display units. These units, therefore, can be valuable particularly when introducing a new product or product variant in the marketplace.
- Given the higher impact per exposure of this advertising format, making a high-impact unit the first impression can maximize the effect on those consumers lower in the frequency distribution curve.
- To...