Mass communication represents a strategic marketing tool, because it allows to reach a high number of potential clients in a short time.
The problems are the high planning costs and the fact that traditional media only “converse” with their own users.
Another critical issue regards the auditel and audipress figures, that are related to the estimated users of a programme or pubblication, not to the kind of people who saw the advertisings.
Immagicgroup decided to target its “mass communication” strategies using innovative medias. These medias allow to keep low contact costs and they fully cover the users of a specific geographic area (paper flyer), or reach a specific group of potential buyers (digital flyer).