Slide 20 of 23
Notes:
- This shows how advertising dollars are spent by media type.
- Over the past two years, the use of television has been increased.
- However, only about seven percent (7%) goes to radio - perhaps too little given its value in reaching specific audiences. And only about four percent (4%) goes to Internet and cinema.
- Media dollars must be allocated more strategically, more closely tied to the media consumption habits of Canadians, better aimed at reaching key target audiences.
- This includes an acceptance and recognition of the limited value of very small campaigns in achieving any measurable results.
