The term “media mix” is a long established basic model for businesses, historically focused on price, product, location and advertising. The media mix is generally defined as “the aggregation of all the media tools that a company uses to pursue its marketing objectives with the target audience”. As a marketing mix, a media mix can include radio, television, print, outdoor and promotional opportunities. The purpose of this description is to provide a clear framework for defining the different types of marketing mix. In addition to this, the term media mix is also used to describe the process by which a business uses these marketing tools to increase the reach or awareness of its customers.
How to define the media mix
When defining the media mix, companies use the three main channels: radio, television and print media. Nowadays, social media has been added as a new channel. It has become increasingly easy to market a product or service on social networks, especially with growth drivers such as those that allow companies to buy youtube likes and reach a wider audience. However, this definition can sometimes be extended to include other factors such as web presence or increased interactive capabilities. The three main media are commercial radio, television and print media. Many marketers recognize that each point of sale offers different forms of exposure and influence. For example, television provides an audience that is exposed to different shows, while radio provides a specific format and audience for specific advertisements. While some marketers use both mediums, others focus on one or the other.
Components of the marketing mix
Marketers need to determine the components that make up the marketing mix in each channel. The three elements are format, audience and promotion. These elements can often be thought of as a triangle, with the three components working together to promote the product. When determining the components that make up the marketing mix in each channel, marketers will consider these three components individually or together.
- Format – The format of a marketing mix will vary depending on each channel. For example, a radio campaign will focus on promoting the product through the use of repetition. A TV campaign will use similar tactics, but will be more likely to use music or special effects. This form of promotion will often work well in combination with a print or website promotion.
- Public – The audience for a given marketing mix strategy will vary from channel to channel. For example, a print or online campaign will target a very different audience than a radio campaign. Different marketing managers will take this into account when formulating their strategy. Knowing the audience for each strategy will be an important factor when formulating the overall strategy.
- Market research – In any marketing mix strategy, market research is an important element. Market research should be conducted prior to implementation to determine the most effective promotional method. This includes studying the market, competitor pricing, consumer feedback, demand, and brand loyalty. Each of the elements listed above should be thoroughly investigated before formulating a promotional strategy.
Marketers should remember that each item listed above should be considered individually and that a promotion will be more effective if it contains all of the items listed. They should also focus on importance of gossip in retail. If any component is overlooked when developing the marketing mix strategy, the results will be minimal. Each of these four factors should never be overlooked when formulating a successful promotional strategy. When a manager neglects to include any of these four factors, his promotion will be considered ineffective. Once these four factors are included in all marketing campaigns, consumers will be more likely to purchase the products or services offered.
These four elements of the marketing mix should never be ignored when formulating a promotional marketing mix strategy. When one of these four elements is not present in a marketing campaign, consumers will be less likely to purchase the products or services on offer. Successful marketing relies on the ability of marketers to target the right market, which is determined by studying each of the major target markets. Marketers also need to incorporate other elements into their campaigns to create the most effective marketing campaign.