Effectiveness of internet advertising versus television commercials with supporting research

¶ … Internet and Television Advertisements of Disneyworld

The Walt Disney Company is considered one of the most adept and skilled at managing multichannel promotion and integrating marketing campaigns, including the innovations they have brought to Internet and television advertising (Schmelzer, 2005). The intent of this analysis is to evaluate the effectiveness of their Internet ads vs. their television commercials. The consistency of a brand experience across channels leads to greater trust and transparency, leading to greater customer loyalty over the long-term (Balmer, Greyser, 2006). This aspect of managing advertising across both Internet and television is an aspect of Disney's marketing execution that is done exceptionally well and shows in how they lead consumers to their website for additional information (Schmelzer, 2005).

Advertising Effectiveness Comparing Internet and Television Ads

Disney is a company that relies heavily on psychographics and audience research to understand how its target segments of customers see them, and what their expectations are before they arrive at one of their theme parks

(Schmelzer, 2005). The ability to meld concerns of budget, safety, and making a wise vacation decision on the part of parents with the desire to give children a memorable experience that binds the family together is what Disney concentrates on in their television advertising. An example of their most successful television commercial from 2009 is viewable at the following link:

http://www.youtube.com/watch?v=5S5qdaqLsSg&feature=related. This commercial infuses just enough of the fantasy to get the parents thinking pragmatically about the costs and how to frame the family memory for a significant event, which happens to be a child's birthday. The urban setting is successfully used to contrast the hustle and bustle of everyday life with the chance to escape as a family and have fun. Finally, this commercial is very effective because it drives the viewer to the website to check prices and potentially book right then. All successful integrated marketing campaigns are able to create this unity of strategy across each channel, often supporting one with the other, all leading to a transaction being completed or a customer won (Freymann, 2010).

Contrasting the television commercial is the website for Disneyworld itself, which can be seen at http://disneyworld.disney.go.com/. This website quickly sets high expectations for a personal encounter for children with their favorite characters. The Princess brand is the largest and most profitable Disney has, and it is front and center on this website. Notice as well that this also goes directly for the transaction and booking with the navigation pointing to planning a trip.