Media based marketing can be defined as mass media that is employed to
carry advertising messages to potential audiences or target markets
for products and services.
These media include newspapers, magazines, radio, broadcast television
and cable television etc.
MarketingPower, Inc
http://www.marketingpower.com/mg-dictionary.php?Searched=1&SearchFor=advertising%20media
MEDIA
?Forms of mass communication. Newspapers, magazines, direct mail,
billboards, bus signs, radio, television and internet are some
important media that carry advertising.?
http://www.motto.com/glossary.html
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For example after eight years of not using mass-media advertising Ruby
Tuesday is now investing heavily in television commercials.
Excerpts:
?We stopped mass distribution of coupons on September 1, and that
immediately ended the primary form of advertising we were using.?
?We lowered pricing in most categories to be even more competitive as
we transitioned into television advertising.?
?We have a great brand ? one of the most established and valuable in
our industry ? and we want to keep evolving it, making it better and
more relevant. And now we also want more people to know about it.?
?After eight years of not using mass-media advertising as a way to
attract new guests or increase the visit frequency of current ones, we
are now investing heavily in television commercials.?
?While the growth rate of the bar-and-grill segment of casual dining
continues to be the highest in the restaurant industry, it is much
lower than in years past, and that, combined with the ever-increasing
amounts of money our competitors spend on television ads, requires us
to step up to the plate and market our brand like other major national
chains. We believe we can have Ruby Tuesdays in thousands of locations
across the United States and around the world, and creating a stronger
brand and greater top-of-mind awareness will help insure our
profitable, long-term growth.?
Ruby Tuesday, Inc. 2005 Annual Report
http://www.rubytuesday.com/files/2005AR.pdf
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From Mediaweek:
?Ruby Tuesday's expanded into national cable buying at the beginning
of its fiscal year in June, Young said, and the main thrust of its new
campaign will continue to be TV advertising.?
Mediaweek
http://www.mediaweek.com/mw/search/article_display.jsp?schema=&vnu_content_id=1001807301
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NEWS RELEASE
?As of the end of the quarter, the Company completed its transition
from a coupon based marketing strategy to the utilization of media
advertising. Our media advertising efforts continue building momentum
and now include national cable, covering all domestic markets as well
as local spot network for most Company markets.?
Source:
Marguerite N. Duffy
Senior Vice President and
Chief Financial Officer
Date: October 5, 2005
http://sec.edgar-online.com/2005/10/05/0000068270-05-000104/Section4.asp
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?The increase is attributable to higher advertising expenditures as we
transition towards television advertising as our primary form of
marketing with less emphasis on the use of coupons.?
Yahoo
http://biz.yahoo.com/e/050802/ri10-k.html
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?In the past, Ruby Tuesday has done little advertising. But this year,
the company will spend $60 million in advertising and has hired New
York-based Brouillard Communications to handle its campaign.?
Knox News
http://www.knoxnews.com/kns/business_columnists/article/0,1406,KNS_319_4437311,00.html
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Search criteria:
Ruby Tuesday media marketing OR advertising transition
I hope the information provided is helpful!
Best regards,
Bobbie7 |
