"Advertising Media and Integrated Marketing Communications (IMC)" Please respond to the following:
• * From the scenario, distinguish between two to three (2-3) different types of advertising media available for the new product launch. Provide two (2) suggestions for the marketing intern that will help her to create an advertising budget.
Social Media: recent method and inexpensive with ability to reach and demonstrate product to various targets. Modern technology has allow us to reach more with less effort or cost. I am sure this way of communication will not always be as inexpensive as it is now.
TV: ability to reach consumers where they can see, hear, and learn more about the product. Disability to reach target audience, costly, and inadequate awareness. With the abundance of television channel available, decisions will need to made on which one and what time do we share our information.
Newspaper: inexpensive and not very informative compared to television. Newspapers subscriptions is on the decline stage since the coming of the internet as more embrace the technology at hand.
Although each advertising media has its place in marketing, picking the method of use or target market should be consider when making the selection. my suggestions are as follows:
Expose goal: based in Gross Rating points (GRP'S), reach and frequency plays a major part in reaching the target audience to see and remember the advertising. The more complex items the more explaining that needs to be expose while the simple one will not need as much in order to make an informed decision.
Strategic goal: treated as an investment in the product with the expectation of sales profits. In other words: " To make money, one needs to spend money". However , investments are like gambling because you are not guarantee a return on your investment. Using a combination of methods might give a better understanding and a clearer picture when creating a budget. Periodic reviews should be done in order to make sure the goals are being reach. Regardless on which method is use, a consistent message across all media outlets should be applied.