Traditional TV ads still work for b-to-b

摘要

Despite challenges from TiVo and the Internet, traditional TV advertising will continue to provide air power for b-to-b marketers that crave the reach and profile it pro- vides. But marketers say careful targeting and creative approaches to new opportunities are re- quired to ensure the TV portions of their budgets are well spent. Television provides the quickest awareness factor of any medum, said Karen Jones, VP-brand advertising and promotions for shipping company DHL. "It builds the air cover, if you will, so that the other media- like direct mail, like the Web, like search, like everything else we do underneath that- drag along," Jones said. "We use it as the umbrella platform for gaining quick mass awareness, so that when we have all these other media in the marketplace, it's 'Oh, yeah. I heard about DHL, and now I'm going to take action through this other medium.'"