Byline: KATE MADDOX
Marketers trying to reach C-level executives are using a mix of off- and online channels, recognizing that while online is becoming increasingly important for this target audience, traditional channels are still effective.
"It is very important for us to be top of mind and in front of these executives,'' said Steve Pacheco, director of advertising at FedEx Corp., which uses a mix of TV, print, online and sports sponsorships to reach C-level decision-makers. "We are watching very closely the media consumption habits of the C-suite. We think they are changing, and more of them are going online and relying on nontraditional forms of media.''
...