Major factors that affect the media channel to be chosen
Today we discussed media strategy and what affects the media strategy in an international environment.- Media habits of the intended audience
- The availability of media in a given market
The product itself
These restrictions can be avoided by changing the advertising of a product like alcohol to advertising the corporate image. Product placement is also a very common and effective way to sneakily (or sometimes not so sneakily) promote one's products. Here is Ke$has music video featuring PlentyOfFish.com dating website, Revolicion Tequila and Baby G watches.
http://www.youtube.com/watch?feature=player_embedded&v=mXvmSaE0JXA
Media channel characteristics
- Distribution (how widely seen)
- Audience composition (the target audience)
- Advertising exposure (how many wills see it)
- Advertising perception
- Consumer response
These characteristics play an important role when deciding which media channel to use for a particular product or campaign. In the worst case you will end up paying enormous amounts for something your target audience won't even see, if you don't consider these before deciding the media channel. Global media coverage
There are media channels that have a global or at least intercontinental effect. These include TV channels, radio shows and internet. Also magazines like Vogue, Cosmopolitan etc. that have issues in several countries in their own language. Vogue is published in United States, United Kingdom, France, Spain, Brazil, Italy, China, Russia, Australia, Germany, Korea, India, Greece, Turkey, Japan, Taiwan, Mexico & Latin America, Netherlands, Portugal, Ukraine, Thailand. So, you can see that choosing a channel like this will give you a wide cover in that particular target audience that Vogue has.
