The continuing power of mass advertising

MIT Sloan Management Review

Volumn 48, Issue 2, 2007, Pages

  Nunes, Paul F ^a,b   Merrihue, Jeffrey ^b  

^a Accenture Institute for High Business Performance   (United States)

^b ACCENTURE   (United States)

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EID: 33846547598     PISSN: 15329194     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Review

References (35)

1. D.H. Freedman,"The Future of Advertising Is Here," Inc., August 2005, 70-77.
2. D. Lippe, "Next Generation Reinvents the Ad Model," Advertising Age 76, March 28, 2005, 94.
3. Survey conducted by the Accenture Institute for High Performance Business, 2006.
4. See D.K. Rigby, F.F. Reichheld and P. Schefter, "Avoid the Four Perils of CRM," Harvard Business Review 80 (February 2002): 101-109; and D.K. Rigby and D. Ledingham, "CRM Done Right," Harvard Business Review 82 (November 2004): 118-129.
5. E. Papazian, ed., "TV Dimensions," Media Dynamics Inc., 2003. Cited in S. VanBoskirk with C. Charron, G. Flemming and T. McHarg, "Left Brain Marketing Planning" (Cambridge, Massachusetts: Forrester Research, May 16, 2005).
6. E. Joachimsthaler and D.A. Aaker, "Building Brands Without Mass Media," Harvard Business Review 75 (January-February 1997): 39-50.
7. Regarding that Golden Age, one writer points out that "in the 1960s an advertiser could reach 80% of U.S. women with a spot aired simultaneously on CBS, NBC and ABC. Today an ad would have to run on 100 TV channels to have a prayer of duplicating this feat." See A. Bianco, "The Vanishing Mass Market," BusinessWeek, July 12, 2004, 61-72.
8. Accenture survey, 2006.
9. See www.escasite.com/pdf/research_summary.pdf. The independent research was conducted by The Behavioural Team, a company based in Canada.
10. See www.captivate.com/mediakit/Captivate_Audience_Brochure.pdf#search= %22captivate.com%20millward%20brown%22. Figures are from a 2004 study by Millward Brown, a global market-research company.
11. B. Steinberg and M. Trottman, "Advertisers Find a Captive Audience: Travelers on Planes," Wall Street Journal, December 20, 2005, sec. B, p. 1.
12. See www.skymediabiz.com/faqs.html.
13. Freedman, "The Future of Advertising Is Here."
14. S. Elliott, "P&G Takes a Most Unusual Tack with Its New, In-Your-Face Ads," New York Times, June 3, 1998, sec. D, p. 6.
15. "Sitting Targets for Vic Region's Ad Campaign," Traveltrade, July 28, 2004, 2.
16. Accenture survey, 2006.
17. G. Schiller, "Nielsen Puts Its Views on Cable," Hollywood Reporter 393, April 11, 2006, 6-7. The article cites Nielsen Media Research's product-placement tracking service.
18. See www.promocup.com.
19. See www.mangiamedia.com.
20. L. Slate, "Box Score," Emmy Magazine, October 2004, http://mangiamedia.com/images/EmmyMagOct2004.pdf.
21. Accenture survey, 2006.
22. See www.chek-solutions.com/about.htm.
23. See www.bumper2bumpermedia.com.
24. Accenture survey, 2006.
25. See www.linkservgolf.com/news/2006-01-26.php.
26. See www.brandconnections.com/product_sampling.php.
27. J. Bosman, "Marketers Follow the Flock to Spring Break," New York Times, March 9, 2006, sec. C, p. 4; and L. Petrecca, "Spring-Break Pitches Check Into Hotels," USA Today, March 19, 2006, sec. C, p. 4.
28. See www.brandconnections.com/product_sampling.php.
29. C. Grimshaw, "Nokia Supports Phone with Interactive Poster," Marketing, July 24, 2003, 6.
30. S. McClellan, "A New Kind of Ad Game Scores with Consumers," Ad-week, January 16, 2006, 9.
31. Ibid.
32. Bianco, "The Vanishing Mass Market."
33. C. Vollmer, J. Frelinghuysen and R. Rothenberg, "The Future of Advertising Is Now," Strategy + Business 43, summer 2006, www.-strategy-business.com/press/freearticle/06204.
34. J.E. Vascellaro, "Web Advertisers Find Offline Ads Can Pay Off Too," Wall Street Journal, May 23, 2006, sec. B, p. 1.
35. Bianco, "The Vanishing Mass Market."