My Position: No, using multiple media mix is not always effective for all brand
campaigns.
Deciding on media mix of brand campaign depends on two major factors.
a) The product or service promoted by the brand campaign
The brand campaign of any product or service should be centred around its target
group/audience, for eg. If I am formulating a brand campaign of a industrial product,
it doesn’t make much sense for me to use television or radio media (which are mass
media platforms) forms to market my product as much as a Magazine, which is
specific to the industry and commonly read by prospective buyers or a direct mail
delivery to these prospective buyers.
b) The overall budget and resources available for the campaign:
If I have sufficient budget available to market my product, I may opt to spread my
branding expenditure across different media channels, after prioritising the most
relevant media first, followed by lesser relevant ones.
But, if I have budget constraints, than it would be much wiser to spend it on the most
relevant media channels to garner better brand awareness than to sprinkle the budget
across different media channels, resulting in lesser effective level of brand awareness
as compared to a concentrated approach of choosing a particular or few relevant
media channels.
Notice the share of voice figures for the three brands in television. ABC gets a 40%
share of voice in television because it spent Rs.400,000 out of the total of Rs.1 million
spent on television advertising. UVW gets 60% because it spent Rs.600,000 out of the
Rs.1 million spent on TV. XYZ receives a 0% share of voice in TV because it spent
no money in that media category. UVW enjoys a dominant share of voice in
television because it has the highest percentage of spending in that category.
Looking across the other media categories, although ABC spends the greatest amount
of money, it only achieves dominant share of voice in one of the four media
categories due to dispersal. Each of the other brands also dominates one category. For
example, XYZ concentrates all of its spending on the Internet. Thus, although XYZ
has a small budget, it manages to dominate that one category through its concentrated
media approach.
campaigns.
Deciding on media mix of brand campaign depends on two major factors.
a) The product or service promoted by the brand campaign
The brand campaign of any product or service should be centred around its target
group/audience, for eg. If I am formulating a brand campaign of a industrial product,
it doesn’t make much sense for me to use television or radio media (which are mass
media platforms) forms to market my product as much as a Magazine, which is
specific to the industry and commonly read by prospective buyers or a direct mail
delivery to these prospective buyers.
b) The overall budget and resources available for the campaign:
If I have sufficient budget available to market my product, I may opt to spread my
branding expenditure across different media channels, after prioritising the most
relevant media first, followed by lesser relevant ones.
But, if I have budget constraints, than it would be much wiser to spend it on the most
relevant media channels to garner better brand awareness than to sprinkle the budget
across different media channels, resulting in lesser effective level of brand awareness
as compared to a concentrated approach of choosing a particular or few relevant
media channels.
Notice the share of voice figures for the three brands in television. ABC gets a 40%spent on television advertising. UVW gets 60% because it spent Rs.600,000 out of the
Rs.1 million spent on TV. XYZ receives a 0% share of voice in TV because it spent
no money in that media category. UVW enjoys a dominant share of voice in
television because it has the highest percentage of spending in that category.
Looking across the other media categories, although ABC spends the greatest amount
of money, it only achieves dominant share of voice in one of the four media
categories due to dispersal. Each of the other brands also dominates one category. For
example, XYZ concentrates all of its spending on the Internet. Thus, although XYZ
has a small budget, it manages to dominate that one category through its concentrated
media approach.
No comments:
Post a Comment