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 reach are important considerations in the media plan. Frequency refers to the number of times the advertiser reaches the same person, while reach refers to the total number of people covered. The greater the frequency with which you reach the same person through media selection, smaller the reach will be and vice –versa (assuming a limitation in the size of the budget). An advertiser will need to know the quantitative data about media audience in order to make more accurate frequency and reach decisions.
For example: If an advertiser uses radio, he may be able to afford to broadcast the advertising jingle every 30 minutes, and this increases the frequency of the radio listeners exposure to the advertised message. But the reach of this message is limited and will not cover those who are not listening to the radio. With the same budget, the advertiser can buy less radio time, place a few insertions in the print media and buy some television time. This combination will reduce the frequency at which an individual consumer is exposed to the advertised message but will increase its reach. Thus, there is always a trade-off between these two considerations.
4. Increasing distributors’ support: Although consumer media are selected primarily to affect the consumer, the impact of media upon distribution channels, that is the middlemen, is also important. Effective use of advertising media lends support to the middlemen’s selling efforts. Middlemen are more likely to support a brand that has greater exposure in the local media. Retailer sometimes runs their own tie-in advertising along with the producer’s advertisement, in the same media.
5. Continuity: A decision must be made about how long an advertisement campaign should be run on one media. There is a cumulative advantage from continuity, as a greater audience will be reached in Terms of both frequency and coverage by advertisements continually placed in one medium. The same medium will have some new...
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