The
fourth step of a media strategy is the media mix. You have almost reached
towards the last step of the strategy. Now comes the interesting part. You have
your ad, the question is, which medium are you going to use in order to reach
your audience.
You
can’t use just one medium, one strategy or one message. You have to reach the
audience and make an impact. This doesn’t usually happen with just one medium
or one message. As an advertiser and media planner you have to employ more
forms and vehicles. This brings us to the topic of the day – Media Mix.
Media
mix, it is pretty self explanatory, a mixture of media i.e. the use of various
media vehicles in a campaign.
Most
media planners choose and prefer a media mix medium over a single medium due to
various reasons like, reaching a larger spectrum of audience, depending on
where the audience are more likely to be exposed to the advertisement, in order
to increase frequency, create a buzz about the product in very form of
advertising there is and reinforce the message using different kinds of sensory
stimuli, increasing the audience base by targeting those who use other mediums
of media other than the one selected, to deliver the message throughout the day
and so much more.
The
different types of media vehicles are:
Photo credit: Google images
- Television
- Radio
- Outdoor
- Cinema
- Internet
- Mobile
Photo credit: Google images
The
concept of a media mix is helping the planner to aim at more audience and get
more efficient results. It is helping them to not only meet the need of the
brand but also to increase the consumer base. It is also an effective way using
the budget that is allotted to get the best result possible.
That’s
all folks! :)
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