Definition of lean advertising

Lean advertising is a term borrowed from the "lean" management philosophy present in the Toyota production system. By definition anything defined as lean, focuses on elimination of waste. The theory is that this should lead to improved quality and reduced costs. In terms of advertising it should mean finding simpler and cheaper ways of communicating what a company wishes to sell.

 

lean advertising in the news

In June 2013 it was reported that a Harvard professor, Thales Teixeira, had found that using online video rather than television advertising had enabled some companies to reach consumers more effectively and at a lower cost. "Because viewers actively choose online videos, they tend to watch them more attentively than they watch TV ads," the Harvard professor is reported to have written. In lean advertising, however, companies should pay close attention to their distributions systems – just posting on YouTube won't do.

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