Three strate­gic choices: stick, dou­ble down, twist

The Works - - MUL­TI­PLAT­FORM -

to max­imise the ef­fec­tive­ness of your ad­ver­tis­ing, pos­si­bly us­ing a print news­pa­per to drive reach and aware­ness, and com­ple­ment­ing it with a news­pa­per web­site to drive brand en­gage­ment and in­ter­ac­tion.

Con­clu­sion

Anal­y­sis of lo­cal and global re­search shows how print and dig­i­tal can work ad­di­tively for ad­ver­tis­ers who: • Pri­ori­tise au­di­ence me­dia con

sump­tion, or high qual­ity rel- evant en­vi­ron­ments – printed and dig­i­tal news­pa­pers re­in­force each other ef­fec­tively; • Plan cam­paigns in which me­dia needs to play mul­ti­ple roles – printed and dig­i­tal news­pa­pers have dif­fer­en­tial strengths that com­bine bril­liantly to hit tar­gets.

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