TRIGGER 8

Problem
The right media for the right target.


LO#1
How to select the right media mix?

What is media mix?
 
Combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign.

http://www.businessdictionary.com/definition/media-mix.html


Media Selection

Budget

What is your overall budget for advertising?  Will your budget give you the coverage you want? A firm that has a limited budget for advertising will limit the amount of coverage certain media can provide. You will need to strike a balance between budget and coverage.

Campaign Objectives

One factor that will influence the budget and coverage question is the objective of the campaign. If the objective is to raise the brand awareness of the firm amongst the teenage market then this will influence any decisions you make above. You may need to spend a little more on certain publications in order to meet your objectives.

Target Audience

The media you selected is obviously influenced by the target audience. A firm must select media that the target audience is associated with e.g. the magazines or paper that they read, or the social networking site they use.

Focus

What is the message focus going to be? Will the message be emotional and work on guilt or will the message be clear cut and say why the firm is better than the leading player?

Readership of Media

What is the readership of the media you wish to select? Readership is the number times a publication has been read, so if I pick up newspaper on the train, read it and leave it on the train and that same newspaper has been read by 10 other commuters, the readership in total is 11.

Circulation of Media

A firm will need to find out what the overall circulation of the media chosen is. So how many publications are sold, and exactly who reads them.

Timing

When do you want the advertising campaign to start? Is it specific to a particular time of the year e.g. Easter or Christmas?

Conclusion

So when selecting your media for advertising you need to take into account all of the above factors into account to maximise the success of your advertising campaign.

Learnmarketing.com



LO#2
How do media agencies research the target audience?





5 Ways to Reach Your Target Market Online

1. Connect with their social cirles
   Social influence is powerful — and social media is social influence amplified. As a marketer, it’s in your best interest to align with the social channels that your customers and prospects are already using.
2. Target behaviors through paid channel advertising
   There are many additional ad networks out there with powerful audience targeting features. These platforms build comprehensive profiles of users on the internet. Through data, ad networks can identify who you want to reach.
3. Blog about your customers' interests
   Content marketing is a powerful inbound marketing tool. By maintaining a blog, you’ll position your company as a thought leader and expert in your industry. If you want to attract visitors, what’s key is that you build editorial calendars, topic ideas, and keyword lists that are in complete alignment with your prospects’ areas of interest.
4. Partner with like-minded brands
   Multi-headed beasts are inevitably smarter than single-headed beasts. There are similar companies trying to reach audiences like yours. Find out who these companies are, and instead of trying to beat them — join them in a consolidated, team effort.
5. Provide relevant customer testimonials that speak to your target market
   
   Your customer testimonials should connect with prospects on both a rational and emotional level. When visitors see your product for the first time, they are typically zeroing in on one key question — “what’s in it for me?”
   You can simplify this mental process by providing a direct answer to this question. Show them examples of customers like themselves — social proof that underscores why your brand really is exceptional.

http://www.adherecreative.com/blog/bid/145373/5-Ways-to-Reach-Your-Target-Market-Online


- Interactive Marketing (maybe even better than the two shitty questions)
- Media habits
- Media mix
- Intermedia & Intramedia (differences)
- Target Market Research Methods