Considerable energy is put towards executing the right brand strategy. Market research, defining brand standards and the target audience, is qualified in demographic and psychographic terms. Agencies are selected to finesse the messaging creative, and finally that messaging is communicated out to the audience at large. Historically, this is done through a variety of media channels, and more importance is given to those channels where the largest and most compatible reach and frequency exists.
However, the world around us has changed as we have gradually shifted to new modes of media consumption. Although television retains its importance as a mass-market media, the concept of mass market itself has evolved. The advent of digital media has shifted the idea of a one size fits all media strategy into hyper fragmentation. Read More
By: Parag Vohra
Published in: Hotel News Resource