Journal article
Cut the clutter: it's time to rethink total communications to stop drowning consumers in ad messages
Marketing magazine (Toronto), Vol.107(8)
25 Feb 2002
Abstract
The anti-commercial movement is probably strongest in our universities and colleges. We at Mediaedge:CIA experienced this for ourselves when implementing a communications program within European universities for Kraft Foods International's coffee brands. We realized that simply drowning students in our brands would be totally counter-productive. It was not simply about being on campus. It was about being in the right places, at the right time with the right approach.
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Details
- Title
- Cut the clutter: it's time to rethink total communications to stop drowning consumers in ad messages
- Creators
- Martin Thomas
- Publication Details
- Marketing magazine (Toronto), Vol.107(8)
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Finance
- Identifiers
- 991021861858604721