About this report
The advertising industry is facing one of the most challenging environments in decades. Most forms of traditional media have been forced to re-examine their business models under pressure from the economic recession and the adoption of disruptive technologies. 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.
Analysis and insights include:
- Evidence that marketers are pulling out of print too quickly
- Why young women are harder to reach than young men, counter to conventional wisdom
- Why fewer TV ads per show can result in increased ad sales for programmers
- How failing forms of media are innovating to stay alive
- How marketers are aiming to increase their reach
- How broadcasters are re-inventing the way that ads are viewed
- What are the barriers to more positive perceptions of advertising
- What is the impact of strategies such as celebrity endorsements and charity sponsorships
- How widespread is the practice of commercial skipping
- How receptive would respondents be to new models of ad delivery
- Attitudes toward couponing, program sponsorship, cause marketing, and celebrity spokesmen
| 
View Cart
