Hachette, une histoire si française des médias - Jean-Yves Mollier, *Hachette, le géant aux ailes brisées*, 2018, Paris, Les éditions de l'atelier, 198 p. Cet ouvrage d'historien - Jean-Yves Mollier est...
mardi 12 août 2014
Imagine, there is no free advertising
Imagine that newspapers, magazines, TV networks, radio stations were to stop talking for free about brands, new products, commercial events, etc. Imagine that media always ask brands to buy the necessary space or time instead? Media would no longer quote or copy press releases about brands without being paid. This type of public relations (PR) actually represents free advertising, doesn't it?
The opportunity cost of this free "advertising" - the loss of potential gain - is high. It is exactly the price of an ad / commercial that would be placed at the same time, at the same place, in the same format... Imagine the price charged for mentioning a brand during prime time on a TV network! Imagine the gain for the media if the mention of brand names during sports events were to become paid advertising (quoting of cycling teams, names and logos on jerseys, naming of a stadium, etc.)!