This paper evaluates the relative effectiveness of Disney World's television commercials versus its Internet advertising, using a specific 2009 TV spot and the official Disney World website as primary examples. The analysis examines how Disney leverages psychographic research and audience segmentation to craft messages that appeal simultaneously to parents' practical concerns and children's desire for memorable experiences. The paper also explores how Disney's multichannel approach — driving television viewers to the website for booking — exemplifies best practices in integrated marketing communications. Ultimately, the paper concludes that while the television ad excels at emotional engagement, the website offers superior cost-effectiveness and sustained reach.
The Walt Disney Company is considered one of the most adept and skilled organizations at managing multichannel promotion and integrating marketing campaigns, including the innovations it has brought to Internet and television advertising (Schmelzer, 2005). The intent of this analysis is to evaluate the effectiveness of Disney's Internet ads versus its television commercials. The consistency of a brand experience across channels leads to greater trust and transparency, which in turn fosters greater customer loyalty over the long term (Balmer & Greyser, 2006). Managing advertising cohesively across both Internet and television is an area of Disney's marketing execution that is done exceptionally well, and it shows in how the company leads consumers to its website for additional information (Schmelzer, 2005).
Disney is a company that relies heavily on psychographics and audience research to understand how its target customer segments perceive the brand and what their expectations are before arriving at one of its theme parks (Schmelzer, 2005). The ability to blend parents' concerns about budget, safety, and making a wise vacation decision with the desire to give children a memorable experience that brings the family together is what Disney concentrates on in its television advertising.
A particularly successful television commercial from 2009 illustrates this approach well. The spot infuses just enough fantasy to get parents thinking pragmatically about costs and how to frame a family memory around a significant event — in this case, a child's birthday. The urban setting is used effectively to contrast the hustle and bustle of everyday life with the opportunity to escape as a family and have fun. Finally, the commercial is highly effective because it drives the viewer to the website to check prices and potentially book a trip immediately. All successful integrated marketing campaigns are able to create this unity of strategy across channels, often using each channel to support the others, with every touchpoint ultimately leading toward a completed transaction or a new customer won (Von Freymann, 2010).
Contrasting with the television commercial is the Disney World website itself. The site quickly sets high expectations for a personal encounter in which children can meet their favorite characters. The Princess brand — the largest and most profitable franchise Disney has — is prominently featured front and center. Notably, the site also drives directly toward a transaction, with navigation designed to guide visitors through planning and booking a trip.
"TV vs. web: engagement, cost, and sustained presence"
Disney has discovered how to make Internet and television advertising work in concert with each other, with the television commercial excelling at emotional engagement and the website delivering a high level of cost-effectiveness and sustained reach. Together, these two channels reflect the broader principle that consistency of brand experience across touchpoints builds the trust and loyalty that sustain long-term business success (Balmer & Greyser, 2006).
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