Answer:

At the moment, the FMCG sector does not seem to be too enthusiastic about changes in the media market, which means traditional media is still preferred. The FMCG sector is an ideal environment for „recency planning” communication tactics, which require the use of traditional channels like TV. The question which way we should go is an entirely different one. Advertisers should realise that their media presence is becoming increasingly annoying for media consumers. We are beginning to realise that a more discrete and less obtrusive presence might have a far more positive influence on the way FMCG brands are perceived by the public than aggressively loud advertising. And a positive message is what every brand needs. Regarding the second part of the question, I think that deciding which channels to use is not an easy task for a very large advertiser like Univer , because they have some many different brands. At the same time, concentrated media spending yields large discounts which is also a major consideration. I think too much attention to such discounts is the most frequently seen reason for bad communication strategies.Well known brands can afford to communicate in a creative way. They do not have to explain who they are and what they want. .I believe that using original communication is more convincing than exercising dominance in media spending. Such dominance can alienate many consumers from a brand. The question consumers ask is not what the message of my brand is , but what is my brand doing? Actions are far more effective in generating positive perception than words. However, actions need to be considered more carefully than words. It is not a tragedy if words are not considered to be sincere by consumers, but if actions are seen to be insincere, this can prove to be fatal for a brand.