Marketing Currents - Business and Marketing Current Events

Why 7-Eleven has returned to TV advertising after a 5 year hiatus


Last summer, 7-Eleven advertised on TV for the first time in five years. Doing so was a “test case” for the convenience store brand to assess the impact of television advertising on the business, according to 7-Eleven CMO Marissa Jarratt. 

“What we learned was that the media was working very efficiently as well as effectively and that helped really provide us with a business case for increased investment this year,” said Jarratt…

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Discussion Questions:

  1. What are the different forms of advertising?
  2. How might television advertising differ from other forms of advertising in terms of reaching a target audience?
  3. How do you think brands evaluate the effectiveness of their ad campaigns?
  4. Why is evaluating the effectiveness important?
  5. Why do you think 7-Eleven had not advertised on TV for the last five years?
  6. Based on information from this story, why did they decide to get back to advertising on TV?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.