Marketing Communication MediaThe Internet is just one of many media usedtocarryMarCommessages.Based ontheirabilitytoreachincreasinglynarroweraudiences,electronicmedia canbeviewed as.· Broadcast (TV and radio)Narrowcast(CableTV):Pointcast(lnternetand cell phone)All media have strengthsand weaknesses,asshown in Exhibit 13.210010101001117010000100101110100102006PrenticeHa
©2006 Prentice Hall 13-7 • The Internet is just one of many media used to carry MarCom messages. • Based on their ability to reach increasingly narrower audiences, electronic media can be viewed as: • Broadcast (TV and radio) • Narrowcast (Cable TV) • Pointcast (Internet and cell phone) • All media have strengths and weaknesses, as shown in Exhibit 13.2 Marketing Communication Media
Strengths & Weaknesses of MediaTVCriterionRadioMagazineNewspaperDirect MailInternetactiveactiveInvolvementpassivepassiveactiveinteractiveMediamulti-audiotext and graphictext and graphictextandmulti-mediaRichnessmediagraphicGeographiclocalgloballocalglobalglobalvariesCoverageCPMlowlowesthighmediumhighmediumReachhighmediumlowmediumvariesmediumgoodTargetinggoodexcellentgoodexcellentexcellentfairfairfairfairTrackEffectivenessexcellentexcellentgoodgoodMessageFlexibilityexcellentexcellentpoorpoor000007001070100111101000010010111010010C2006PrenticeHall010010
©2006 Prentice Hall 13-8 Strengths & Weaknesses of Media Criterion TV Radio Magazine Newspaper Direct Mail Internet Involvement passive passive active active active interactive Media Richness multimedia audio text and graphic text and graphic text and graphic multi-media Geographic Coverage global local global local varies global CPM low lowest high medium high medium Reach high medium low medium varies medium Targeting good good excellent good excellent excellent Track Effectiveness fair fair fair fair excellent excellent Message Flexibility poor good poor good excellent excellent
IMC Goals and Strategies· The AiDA and"think,feel, do"(hierarchy ofeffects)modelshelpguideselectionofonlineandofflineMarComtoolsConsumers firstbecomeawareofa productbeforethey develop feelingsand purchase it.Applicationdependsonwhethertheproductpurchasing decision is high-orlow-involvementThemodelscanhelpmarketersselectappropriatecommunication objectives andstrategies,such as:·Buildbrandequity.Elicitadirectresponse0700.0102001111010000100101110100102006PrenticeHa
©2006 Prentice Hall 13-9 • The AIDA and “think, feel, do” (hierarchy of effects) models help guide selection of online and offline MarCom tools. • Consumers first become aware of a product before they develop feelings and purchase it. • Application depends on whether the product purchasing decision is high- or low- involvement. • The models can help marketers select appropriate communication objectives and strategies, such as: • Build brand equity. • Elicit a direct response. IMC Goals and Strategies
Internet AdvertisingAdvertisingisnonpersonal,usuallypersuasivecommunication aboutproducts orideasbyanidentifiedsponsor.All paidspaceonaWebsiteorinanemail isconsideredadvertisingOnlineadvertisingreached$7.3billion,3%ofadvertising dollars spent, in 20031007:070100111101000010010111010010C2006PrenticeHal
©2006 Prentice Hall 13-10 Internet Advertising • Advertising is nonpersonal, usually persuasive, communication about products or ideas by an identified sponsor. • All paid space on a Web site or in an email is considered advertising. • Online advertising reached $7.3 billion, 3% of advertising dollars spent, in 2003