Nissan's new Sentra campaign will rely heavily on non-traditional media in an effort to reach 'the kids.' And by that I mean consumers in their 20s and 30s.
"To be sure, Ms. Thompson said, 'there is a trade-off' in concentrating ads in the new media because it can take more time and effort to reach the intended audience and more coordination is required to keep track of all the moving parts in such campaigns.
"But 'there’s better engagement than you can get with traditional, linear television,' she added, 'and we can measure impressions, interaction rates and view-throughs' to determine whether the new media elements are working."
Living the Promotional Life
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