Micromanaging the advertising budget for the least amount of
total waste will be mandatory in the overly competitive environment
of the 1990s. Such an approach can only be successful if the
advertiser turns to the electronic media as the major source for
advertising and promotion. Here, White examines the historical
factors leading to print (newspaper) dominance in our
advertising-oriented culture and explains why these assumptions are
no longer valid in the electronic media world of the 1990s. Using
behavioral psychology as it applies to learning and consumer
behavior, White shows how radio and television are able to
franchise the minds of potential consumers.
White helps advertising managers and businesspeople come to
grips with the paradigm shift in thinking from print to electronic
media advertising. This book will help all businesspeople and
advertising managers understand why the electronic media must be
the major player in all business advertising in order to maximize
return on advertising investment and why the newspaper must be
deemphasized in the complex matrix of the media mix. Readers will
come to understand how all advertising works, how small the number
of potential consumers for any product or service actually is, and
how these factors impact on media decisions. All advertising is not
equal and understanding the differences may mean either success or
failure in the competitive retail environment of the 1990s.
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