Link1
http://www.businessweek.com/articles/2013-10-01/advertising-dont-spend-more-to-get-less#r=nav-f-column
Link2
http://ca.news.yahoo.com/retailers-location-based-advertising-target-consumers-100007995–finance.html

“What is an effective way to advertise?” is definitely one of the most challenging questions for many companies. It is really interesting to see how companies, such as Doritos, approach marketing by spending huge budget on commercial during Super Bowl, where the cost for a 30 second ad can go as high as $3.8 million, while others, such as Sears, can simply attract customers’ attention by introducing discounts through wireless  and social network. If we analyze both methods of marketing campaign by comparing the reputation of the company and the effectiveness of advertisements, both factors can be very powerful. However, what makes the a company differ than the others is the targeted customers. During Super Bowl, the value of the enormous cost on commercial is the exposure of the brand and company to the public with more than 100 million viewers. On the other hand, some retailers and restaurants utilize mobile and social network to effectively “attract” customers interests and motives even though the amount of exposure to public can be limited. There is no right or wrong way of marketing, it simply proves there is always an unique approach that makes a company stand out among all the competitions.

.