TOPICS IN MARKETING:

SESSION 19
IMC Plan: Media Selection
OUTLINE

•IMC Plan:
• Media Mix:
- Broadcasting vs. Narrowcasting
- Consumers as Media: Word-of-Mouth
- Conventional vs. Alternative Media
STAGES OF THE IMC PLAN

A. Analyze the strategy

B. Identify the target audience
C. Establish communication objectives
D. Design the message
E. Select the channels/media mix
F. Establish budget
G. Measure results
MEDIA MIX

• How to optimally allocate MC budgets to media?

› Broadcasting vs. Narrowcasting

› Conventional vs. Alternative Media
MARKETING COMMUNICATION PROCESS
BROADCASTING
NARROWCASTING
MARKETING COMMUNICATION CHANNELS
WORD-OF-MOUTH (WOM): C2C CHANNEL

• Information on products, services and consumption

experiences that is transmitted between consumers
› Highly effective form of marketing
› More effective at latter stages of decision making, with low
knowledge, high involvement purchases, e.g. new offers
› WOM → E-WOM
› Organic vs. Amplified
ELECTRONIC-WOM
ORGANIC WOM

• Positive WOM
• Negative WOM
› Weighed more heavily
› Easier to spread, specially online
› Determined detractors
› Information distortion/rumours
• Themes:
› Injustice “Brand does not listen to me”
› Identity “Brand is bad, not simply wrong”
› Agency “We bond over our anger about the brand”
AMPLIFIED WOM

•Buzz marketing
› Offline promotional tactics
focusing on generating
excitement about the offer
and motivate WOM
•Viral marketing
› Use online tech to
facilitate WOM
› Create content that is
funny, weird or surprising
› Consumers will share it
AMPLIFIED WOM

•Guerrilla marketing
› Use unconventional offline means
to generate WOM and push offers
› Unconventional locations
› Brand Ambassadors
•Stealth marketing
› “Under the radar”
› Deceives consumers about brand’s
involvement
› Shilling and Infiltrating (e.g.,
fake bloggers, “influencers”)
OPINION LEADERS

› Consumers with a great deal of influence on the

consumption behaviour of others
› Typically highly knowledgeable and involved with the
offer  Expert Power
› Expected to provide hands-on, unbiased evaluations
› Among the first to try/buy  Early Adopters, Novelty
Seekers
› Socially active  Influencers (popular, authentic)
› Referent Power ( from celebrity endorsement)
IDENTIFY OPINION LEADERS
MARKET MAVERISM

•Market Mavens
› Consumers actively involved
in transmitting all types of
marketplace information
about an offer
› Just into shopping and being
aware of what’s happening in
the market
› Overall knowledge about
how and where to buy stuff
OTHER OPINION LEADERS

•Surrogate consumers
› Marketing intermediaries hired to provide product information and
advice to consumers, or make purchase decisions for them
E.g. Art experts, interior decorators, financial advisors, travel agents,
style consultants, influencers

•Cybermediaries
› Online tools help consumers filter and
organize market info, so that they can
evaluate offers and make a purchase
decision more efficiently
E.g. directories and portals, blogs and discussion forums, intelligent
agents (bots), recommendation agents
MEDIA: BROADCASTING

• Conventional
› Printed Media: newspapers, magazines
› Network Media: radio, TV
› Outdoor Media: billboards, outdoors, muppies, posters,
entertainment, transports, parking lots, leaflets
› Promotional Media: coupons, discounts, prizes, gifts
• Alternative
› Printed Media: websites, online stores, e-mail, newsletters
› Network Media: satellite, cable and Internet radio & TV networks,
product placement, branded entertainment
› Other Media: guerrilla marketing, buzz marketing, viral marketing,
advergaming, branded events, POP, contests, cars, lifts, tattoos, …
MEDIA: NARROWCASTING

• Conventional
› Advocate Media: salesforce, brand ambassadors
› Expert Media: opinion leaders (surrogate consumers, market
mavens)
› Direct Marketing: mail, catalogues, TV shopping, telemarketing

• Alternative
› Advocate Media: cybermediaries, kiosks, virtual reality, avatars
› Social Media: E-WOM, influencers, posts, likes, blogs, tweets,
photos, videos, brand communities, consumer content, promotions
› Direct Marketing: mobile marketing, e-commerce websites,
interactiveTV
Any questions?