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Attitudes Toward Traditional Media Advertising and Promotional Marketing in the United States 2010
Mintel, Sep 2010, Pages: 61
The year 2009 was the worst the traditional advertising industry has faced in recent history. The challenging economic environment is forcing advertisers to consider how traditional marketing fits into the larger puzzle of consumer engagement with brand, especially given the rise of digital marketing and social media.
In this report, Mintel looks at how the rules of the game are changing, as marketers struggle to better reach their targets through traditional media and integrate marketing efforts across traditional and new media platforms. Specifically, the report explores such topics as:
- How the internet’s impact on news and information-gathering, leisure activities and modes of communication changed attitudes towards advertising
- How time competition is affected by differences in age, gender, income and race/Hispanic origin
- Which forms of traditional advertising have recovered in 2010 and why
- How traditional advertisement be used in conjunction with new media advertisement in multi-platform campaigns
- How the economic downturn is affecting traditional advertising, and how it can be used as a marketing tool
- How technological advances can offer targeting and measurement in traditional advertisement
- Some ways that technology can offer added value to out of home advertisement
- How shifting usage of technology can be used in marketing to hard-to-reach demographics
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