Principles and Practice of Social Marketing

The availability and types of media channels today have expanded substantially since the first edition of this book in 2003. However, in keeping (at least somewhat) with that old saying that the more things change, the more they stay the same, recent global award winning advertising campaigns have been characterised by an emphasis on what people are now calling ‘traditional’ media channels: commercial television; commercial radio; print; and ambient media (Dawson 2009; Lannon 2008). For example, the Dove campaign we noted in Chapter 9 used viral ads and the Internet, but its major impact was via television advertising and the numerous well placed billboards – that were picked up by and publicised even further in mainstream news media.