Alternative marketing thinking


Spending Less. Selling More.

Advertising Age reports of what is perhaps the clearest example of ad dollars shifting from traditional, measured media to new media and yet seeing their long struggling sales show signs of a revival. AdAdge reports that according to TNS Media Intelligence, top brewers cut measured media spending by a whopping 24%, about $131 million, during the first six months of 2007, following a 12% cut during 2006. The disappearance of nearly one in four dollars from measured media did not see declining sales. In fact, this year, brewers’ long-struggling sales trends have improved. Big Brewers like Miller are not walking away from traditional media, they are using their marke-ting dollars more smartly. Media monies are going into sponsorships, product placement and brand activation. According to Beer Marketers’ Insights, which was first to report the apparent spending declines, brewer shipments rose 2% during the period in which measured spending cratered, a healthy clip by the mature beer industry’s modest standards. More in AdAge.


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