How Advertising Performs in a Social Media World
Maximizing the effect of social media marketing
May 20th, 2013 | 23 pages, Power Point slides
By Esther Thorson and Jeri Smith
23 pages, Power Point slides
In this report, you will learn:
The consumer's mind-set when approaching traditional vs. nontraditional advertising
How ads that use traditional and nontraditional communications differ in their ability to persuade consumers
Best practices for integrated marketing communications
Using social media research and data from the Communicus database, which includes more than 40 years of research on the effects of advertising, this report evaluates how to combine social media marketing and traditional advertising for optimal results.
Advertising and brand managers today are consumed with planning promotions, integrations and social-media marketing programs that are unclear in terms of effectiveness or persuasion. As advertisers add social media and new media strategies to their arsenal, they must consider both costs and benefits, and how it relates to other forms of advertising. This report demonstrates how social media and traditional advertising work differently, and the best approach in using both.
*American Academy of Advertising Winner* Ad Age partnered with Temerlin Advertising Institute at Southern Methodist University to sponsor a research paper contest for the American Academy of Advertising, an organization of advertising scholars and professionals with an interest in advertising and advertising education. This report is one of three winning papers that came out of that peer-reviewed process. Ad Age is committed to bringing the best academic thinking on current business problems to its professional audience, and to encouraging productive interaction between the two communities.
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by Keith Quesenberry and Michael Coolsen, Ph.D.
by Kathryn Koegel
by Kathryn Koegel