Marketers are tasked with simple-sounding goals. For example, they need to increase sales while also improving the brand’s image. Faced with media fragmentation, it’s difficult to achieve many marketing goals that appeal to constantly shifting demographics. Marketers often resort to a trial-and-error approach of using various channels and types of content to try to find an optimal mix.
An overlooked advertising channel that still produces results is TV. It continues to be a medium that can sell products directly to targeted consumers while lifting the perceptions about the overall brand.
It’s relevant even in light of the fragmentation, and marketers should include strategic TV placements as part of their overall campaign.