TV and In-Store again found additive

This paper argues that TV advertising should take a 'continuous' rather than 'flighted' approach, to build synergy between ads and sales promotions and in turn increase ROI.

TV and In-Store again found additive

Jay Leon, Brian Katz and Bill HarveyTurner and TiVo Research/TRA

Abstract

Because of an unvalidated belief that TV and promotion should not be used at the same time, and the earlier lack of TV accountability which pushed management toward limiting the TV budget, TV flighting has become widespread, despite proof (Jones1, Ephron2) that TV continuity delivers higher ROI than flighting. The logic was: by flighting one can use TV in between periods of promotion. These studies prove that TV and promotion should be coordinated and simultaneous because this produces...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands