Campaigns of the millennium: Who invested and who acquired profit out of the big media promotions in Romania?

By their promotions, the media companies are trying to gain loyal target and broaden it. Similar to other industries, such strategy entails the public, but it also encumbers a range of disadvantages. Among such weak points it’s worth mentioning the costs, as well as the fact that the targeted public could be guided to a false direction by the value added by a promotion, depending on its object, prizes in cash or other benefits. Such benefits run the risk on putting into a secondary position the very thing the media is selling, the very content of the newspaper or television.
When conceiving a strategy, selecting marketing professionals is a difficult task. We are talking about an investment into prizes or objects for an additional value, as the CDs, books or cosmetics, with an uncertain result. Certainly, the circulation increases during promotion, and decreases later on. There are a lot of factors to be taken into consideration, but two of them are critical. First of all, if the investment into promotion is compensated by the circulation increase or, at least, in case the loss is acceptable and undertaken. Secondly, when the promotion ends, the circulation is above the one prior to the campaign, meaning that the publication gained a larger number of readers. | More…