UK media buying strategies should feature `high intensity`, multi-media approach, says media agency
Released on = February 12, 2006, 5:30 am
Press Release Author = Fox Media Company Limited
Industry = Media
Press Release Summary = \'High intensity\' campaigns can counteract the effects of media fragmentation: Fox Media
Press Release Body = UK media buying strategies should tend towards much shorter, \'high intensity\' ad. campaigns, says UK media agency Fox Media.
As media fragmentation increases, the task of gaining effective visibility and creating high awareness becomes ever more difficult. But by concentrating their funds into shorter, heavier, multi-media campaigns, advertisers have a better chance of achieving \'standout\', claims the agency.
\"Production costs continue to fall\", says the agency\'s MD, Richard Fox, \"meaning that the option of using a longer list of media types is more attractive, more viable. This produces a number of media buying advantages\".
Fox claims that by using more media types the buyer is in a stronger position to select only those individual media that offer the very best value in terms of cost-efficiency. This puts negotiating leverage very much in the hands of the buyer, who can deliver better value, \'share-based\' deals, knowing that the overall media strategy will guarantee reach of a higher proportion of the target audience.
\"Thus instead of selecting your standard list of TV and radio stations for a campaign\", says Fox, \"you might select a much smaller list of TV and radio stations, but also add in a number of carefully selected newspapers, magazines and websites. Concentrate all this activity into a short campaign period and you have a short - but more memorable - campaign\".
\"The multi-media approach has always been favoured by UK advertisers wishing to achieve high coverage\", he maintains. \"But by focussing activity into a shorter, more intensive burst, it\'s possible to ramp up the cost-effectiveness of an awareness campaign by a considerable margin. The cliche of a TV burst followed by support activity in, say, press or posters, isn\'t necessarily right in an age in which people don\'t have the time to spend lengthy sessions in front of individual media.\"
Fox concedes that his comments apply only to awareness-building campaigns and that pure response campaigns will always be governed by results. But the agency is clear that the media buying advantage of being able to use \'solus\' media deals to create high intensity campaigns can counteract many of the problems being posed by media fragmentation.
Web Site = http://www.foxmedia.co.uk
Contact Details = Richard Fox Managing Director Fox Media Company Limited Huntingdon Business Centre Blackstone Road Huntingdon Cambridgeshire PE29 6EF United Kingdom
2012
