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

Jeri M Smith

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 to more targeted and special interest sites such as

However, in recent years, the opportunities to showcase one's brand online have expanded to include video sites such as and social networking sites that include Facebook, MySpace and Twitter. These latest forms of online brand communications have created a new arena for advertisers to connect more intimately with their target audiences.