Four Wrigley brand case histories illustrate how traditional advertising and online social nedia accomplish different goals for a brand

This paper explores the different effects of offline and online advertising by comparing the effects of three types of brand communication: advertising in traditional, offline media; 'traditional' forms of online advertising (e.g.

Four Wrigley brand case histories illustrate how traditional advertising and online social media accomplish different goals for a brand

Jeri M SmithCommunicus

Advertisers are shifting more and more of their advertising dollars from traditional media to various forms of online communications programs. In the early years, this shift primarily involved buying advertising space on a range of specific websites, from relatively broad-reaching sites such as Yahoo.com to more targeted and special interest sites such as candystand.com.

However, in recent years, the opportunities to showcase one's brand online have expanded to include video sites such as...

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