Media impact remains case-specific
Research When a product category is heavily advertised on television by various providers, the impact of print campaigns increases.
Research If a product group is massively advertised on television by different providers, the impact of print campaigns increases, according to a case study by the Association of German Magazine Publishers and the media agency OMD Germany, which examined the sales impact of advertising for Nivea hair care products. According to the commentary on the study, there are no generally applicable laws on the effects of TV and print campaigns; these are product- and case-specific. The common view that print advertising has a long-term effect and TV advertising a short-term effect is not generally applicable. The case study is available as a PDF download at www.vdz.de.
