I
believe in the above statement that using a mixture of media channels is very
important for all brand campaigns. The ultimate goal of all marketing campaigns
is to create awareness among the target market and stimulate demand for their
product, service or promote an idea. There is no single media which can reach
the target market. This is because even within the target group there is a lot
of variation and people vary in their lifestyles, exposure to media etc.
Let
us for instance take an example of a toy manufacturing company which wants to
promote its brand and create a brand campaign for awareness among the rich
housewives. The target market is rich housewives as the brand is premium with high
end pricing. Now there would be a certain number of housewives who would be
avid readers, some would have the habit of watching television for maximum part
of the day, some would be working and more exposed to corporate advertising
channels like seminars, corporate campaigns etc. Therefore if the company aims
to succeed in the long run through only a single channel, it is likely to fail
as the target market won't be covered. Hence the first step should be division
of target market into segments and then estimation of the number of people in
each segment and then investment should be made accordingly.
Another
reason why I feel there should be a mix of media is that it improves brand
recall if a customer is exposed to a number of channels. More he is exposed,
more he would be able to recall it at the time of purchase.
Hence a brand must carefully analyze the pros and cons of each media and
chose the media which strategically fits into the brand.
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