The Media Mix
The Media Mix
Media mix means the advertising strategy encompasses the use of more than one type of advertising media to get its message across the target audience. A combination of media types is known as the media mix. No advertiser can rely only on one medium to reach his audience.
Even a small advertiser having a small media budget has thousands of media from which to choose. A typical media mix for consumer products, such as a soft drink, will include television, outdoor, POP and even the print media. this combination plays a crucial role in reaching the maximum number of consumers at the minimum cost.
Once a media plan is ready, the decision is to be made about the media mix. Selecting the media mix involves several considerations.
Factors considered while selecting a media mix
The media plan which is derived from the marketing and advertising plan has set a broad framework for media decisions. The execution of this plan depends upon the following considerations:
1. Budget: A choice of media will depend to a large extent upon the size of the advertising budget. Certain media types may be too expensive for the funds available. For example: the cost of national transmission over Doordarshan may be too high for an advertiser. The cost of maintaining a neon sign cannot be afforded by small budget advertisers.
2. Competitor’s Strategy: Media decisions of one advertiser are influenced by the competitor’s strategy. Some years ago only large advertisers used television in India. But with the runaway success of Nirma detergent, manufacturers large or small used television to gain maximum exposure, with the hope of creating another success story. An advertiser tries to reach the same audience as its competitors. He may also attempt to find specific target groups not reached by his competitors. In both these cases he considers his competitor’s strategy before deciding his media mix.
3. Frequency v/s Reach. As explained in the earlier section, frequency and
Media mix means the advertising strategy encompasses the use of more than one type of advertising media to get its message across the target audience. A combination of media types is known as the media mix. No advertiser can rely only on one medium to reach his audience.
Even a small advertiser having a small media budget has thousands of media from which to choose. A typical media mix for consumer products, such as a soft drink, will include television, outdoor, POP and even the print media. this combination plays a crucial role in reaching the maximum number of consumers at the minimum cost.
Once a media plan is ready, the decision is to be made about the media mix. Selecting the media mix involves several considerations.
Factors considered while selecting a media mix
The media plan which is derived from the marketing and advertising plan has set a broad framework for media decisions. The execution of this plan depends upon the following considerations:
1. Budget: A choice of media will depend to a large extent upon the size of the advertising budget. Certain media types may be too expensive for the funds available. For example: the cost of national transmission over Doordarshan may be too high for an advertiser. The cost of maintaining a neon sign cannot be afforded by small budget advertisers.
2. Competitor’s Strategy: Media decisions of one advertiser are influenced by the competitor’s strategy. Some years ago only large advertisers used television in India. But with the runaway success of Nirma detergent, manufacturers large or small used television to gain maximum exposure, with the hope of creating another success story. An advertiser tries to reach the same audience as its competitors. He may also attempt to find specific target groups not reached by his competitors. In both these cases he considers his competitor’s strategy before deciding his media mix.
3. Frequency v/s Reach. As explained in the earlier section, frequency and