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MAMS 604: Integrated Marketing Communications

Assignment Question: Media selection is critical for the success of marketing

communications. With appropriate examples critically discuss this statement.

According to research, Media planning is the series of decisions involved in delivering the

promotional message to prospective purchasers and/or users of the product or brand. (Belch &

Belch, 2021)

Media selection can be defined as the processes involved in delivering an advertising campaign

in a way that communicates the message effectively and efficiently.

Selection of the right media is fundamental to the success of marketing communications. For

integrated marketing communications a range of media should be selected and used jointly for

best effect. It is the case, however, that no matter how well selected, there is always the potential

for messages to be received by non-target audience members. As such, there is always likely to

be a degree of wastage. It is the task of media planners and buyers to reach the right audiences

with minimum wastage but with maximum effect. (Pickton and Broderick 2006). An advertising

campaign cannot contribute to success unless the target audience is exposed to it. The purpose of
media selection is to transmit the message of advertising to the target audience effectively and

economically. As put by Pickton and Broderick, (2006) when carefully selected, the media carry

our messages to our chosen receivers (target audiences) without undue wastage. Examples of

Advertising campaigns that selected media correctly are as follows.

To begin with, The Man Your Man Could Smell Like, Oldspice. When faced with a budget

constraint that prevented them from running their “The man your man could smell like”

advertising campaign on television, Oldspice’s Marketing team decided to run it on YouTube

instead. Not only did they get to post their advert for free, but the video has also since amassed

over 60 million views.

Another notable Campaign is Melbourne Metro Train’s Dumb Ways to Die. When faced with

reckless Gen Z-ers playing around train tracks, the Melbourne metro was faced with a problem.

How to communicate their message to a generation that does not watch tv anymore? They made

the right choice by running their “Dumb Ways To Die” on YouTube, the video has since

amassed over 150 million views and more importantly a significant reduction in train track

related casualties.

Also, VW’s Think Small Print Campaign. Run on print and created in 1960 by Doyle Dane and

Bernach (DDB) Volkswagen’s Think Small campaign was run in a tie when Americans were

obsessed with big muscle cars. the simple minimalist newspaper advertisements with cost

significantly less than a television or radio campaign would have increased Beetle sales

significantly and remains one of the most effective advertising campaigns of all time.
More recently, Jeep’s Jeep Code Campaign. Jeep’s Jeep Code Campaign is a Snapchat

campaign run by Jeep, that uses machine learning to allow users identify Jeeps just by scanning

the grill. The campaign which launched at the end of April 2022 and is still running has already

amassed 16 million impressions, successfully reaching its target audience in a brilliant cost-

effective way.

Finally, Absolut’s Bottle Campaign. Absolute vodka’s the bottle print campaign began in 1980

and made the absolute bottle the most recognized bottle in the world. The campaign consisted of

1500 separate print adverts and ran for 25 years. When it begun, Absolut only had 2.5% market

share today, Absolut exports over 4.5 million cases a year.

To conclude, Media selection is important because it enables firms to reach their audience

directly and at the right place. When done correctly, media selection also saves cost or helps

when there's limited budget and helps firms determine how their message will be crafted and

where it will be delivered.

References

Belch, G., & Belch, M. (2021). ISE Advertising and Promotion: An Integrated Marketing

Communications Perspective(12th ed.). McGraw-Hill Interamericana de España S.L.

Pickton, D., & Broderick, A. (2006). Integrated marketing communications. Financial

Times/Prentice Hall.