Print Media
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Module 3: Creating, Sending, and...
Topic 3: IMC Print, Broadcast, Out-of-Home, and Product Placement Media
The media is a touch point that creates a connection between the brand and the customers and prospects. The media 's role is to deliver brand messages through media exposure. This is very important, as the number of people who see, read, and/or hear the medium affects the sales, profit, and market share of the brand.
Despite the media 's power, it cannot, on its own, ensure that a brand 's message will get through to the target audience. The brand messages must attract and involve its consumers for this to occur. Figure 11-1 on page 344 is a chart that shows that "most brand messages generate a response from only a small percentage of those who are exposed to the message". (textbook, pp.344–346).
Brand messages are delivered to their target audiences through two types of media mass and niche media. Mass media uses vehicles to reach many people (large, diverse audiences) simultaneously, while niche media employ vehicles that focus on a defined group who share similar characteristics (Gen Y, Baby Boomers, etc.).
Your textbook also discusses media classification in terms of levels and groupings (Figure 11-2) media intrusiveness (Figure 11-3) and media strengths and weaknesses (Table 11-1).
Print Media and IMC
Print media is a mass media, as its classes (newspaper and magazine) reach mass audiences. There are some newspapers and magazines, however that are niche media, as their vehicles focus on a defined group who share common consumer characteristics (e.g., teenagers, seniors).
The main forms of print media are newspapers and magazines. Other forms include directories, mail, brochures, packaging, and all other forms of message delivery that are produced by printing on paper or some other material, such as balloons, t-shirts, caps, or pens. Print messages are relatively permanent compared to broadcast
Module 3: Creating, Sending, and...
Topic 3: IMC Print, Broadcast, Out-of-Home, and Product Placement Media
The media is a touch point that creates a connection between the brand and the customers and prospects. The media 's role is to deliver brand messages through media exposure. This is very important, as the number of people who see, read, and/or hear the medium affects the sales, profit, and market share of the brand.
Despite the media 's power, it cannot, on its own, ensure that a brand 's message will get through to the target audience. The brand messages must attract and involve its consumers for this to occur. Figure 11-1 on page 344 is a chart that shows that "most brand messages generate a response from only a small percentage of those who are exposed to the message". (textbook, pp.344–346).
Brand messages are delivered to their target audiences through two types of media mass and niche media. Mass media uses vehicles to reach many people (large, diverse audiences) simultaneously, while niche media employ vehicles that focus on a defined group who share similar characteristics (Gen Y, Baby Boomers, etc.).
Your textbook also discusses media classification in terms of levels and groupings (Figure 11-2) media intrusiveness (Figure 11-3) and media strengths and weaknesses (Table 11-1).
Print Media and IMC
Print media is a mass media, as its classes (newspaper and magazine) reach mass audiences. There are some newspapers and magazines, however that are niche media, as their vehicles focus on a defined group who share common consumer characteristics (e.g., teenagers, seniors).
The main forms of print media are newspapers and magazines. Other forms include directories, mail, brochures, packaging, and all other forms of message delivery that are produced by printing on paper or some other material, such as balloons, t-shirts, caps, or pens. Print messages are relatively permanent compared to broadcast