Media fragmentation has forced marketers to find new ways to reach their target audience. For many consumer packaged goods marketers, integrated promotions are the answer.
"It used to be that you could run a television ad, and everyone saw it. That's no longer the case," said Mickey Jardon, chief executive officer and board chairman, Promotion Marketing Association, New York, a trade organization representing the promotion marketing industry.
Thanks to devices like TiVo digita