Released on = February 12, 2006, 5:30 am

Press Release Author = Fox Media Company Limited

Industry = Media

Press Release Summary = \'High intensity\' campaigns can counteract the effects of
media fragmentation: Fox Media

Press Release Body = UK media buying strategies should tend towards much shorter,
\'high intensity\' ad. campaigns, says UK media agency Fox Media.

As media fragmentation increases, the task of gaining effective visibility and
creating high awareness becomes ever more difficult. But by concentrating their
funds into shorter, heavier, multi-media campaigns, advertisers have a better chance
of achieving \'standout\', claims the agency.

\"Production costs continue to fall\", says the agency\'s MD, Richard Fox, \"meaning
that the option of using a longer list of media types is more attractive, more
viable. This produces a number of media buying advantages\".

Fox claims that by using more media types the buyer is in a stronger position to
select only those individual media that offer the very best value in terms of
cost-efficiency. This puts negotiating leverage very much in the hands of the buyer,
who can deliver better value, \'share-based\' deals, knowing that the overall media
strategy will guarantee reach of a higher proportion of the target audience.

\"Thus instead of selecting your standard list of TV and radio stations for a
campaign\", says Fox, \"you might select a much smaller list of TV and radio stations,
but also add in a number of carefully selected newspapers, magazines and websites.
Concentrate all this activity into a short campaign period and you have a short -
but more memorable - campaign\".

\"The multi-media approach has always been favoured by UK advertisers wishing to
achieve high coverage\", he maintains. \"But by focussing activity into a shorter,
more intensive burst, it\'s possible to ramp up the cost-effectiveness of an
awareness campaign by a considerable margin. The cliche of a TV burst followed by
support activity in, say, press or posters, isn\'t necessarily right in an age in
which people don\'t have the time to spend lengthy sessions in front of individual
media.\"

Fox concedes that his comments apply only to awareness-building campaigns and that
pure response campaigns will always be governed by results. But the agency is clear
that the media buying advantage of being able to use \'solus\' media deals to create
high intensity campaigns can counteract many of the problems being posed by media
fragmentation.




Web Site = http://www.foxmedia.co.uk

Contact Details = Richard Fox
Managing Director
Fox Media Company Limited
Huntingdon Business Centre
Blackstone Road
Huntingdon
Cambridgeshire
PE29 6EF
United Kingdom

Tel.: 01354 740916 (from UK)
+44 (1) 354 740916 (from outside UK)

Email: rf@foxmedia.co.uk