Media Continuity Vs. Concentrated Flights: Which Works Best in France and How Do We Know?

Patrick Ballarin
France Espace (France Tlvision), France.
and
Laurent Battais and Laurent Spitzer
MarketingScan, France.


INTRODUCTION

French advertising is currently competing in a race where each brand wants to emerge. Each advertiser tries to build a campaign that, in itself, will be viewed as better than those of its competitors - a campaign that has such influence on the consumer that at one point the visibility of the campaign 'explodes'. A perverse effect can also occur and the campaign thus becomes a 'flash in the pan'. This type of logic does not take into consideration the TV viewer’s and/or consumer’s continuous flow of purchasing on a global population level, whereas a campaign which is spread out has the advantage of producing a continuous flow of distributed contacts towards the market targeted. This permits the advertiser to permanently accompany the TV viewers/consumers in their purchasing behavior. Furthermore, it allows an advertiser to advertise alone without any direct competitor.

Short Term Effectiveness Can Be Measured