4. Media Mix
The concept of an advertising campaign inherently involves the synchronized and complementary use of multiple media. Any campaign worth its salt must employ various advertising channels with a unified message, over a specific timeframe, and in a consistent style (graphic, audio, and visual). These media should work together so that the message reaches each potential customer not just once, but repeatedly, and not through a single channel, but many. Television, radio, press, internet (nowadays), outdoor advertising, promotions, demonstrations, public address systems, mail (now solely email), giveaways, contests, offers, brochures (digital or printed), sponsorships… Anything a creative advertiser can dream up fits into a campaign, and these channels can complement each other. It’s not about using them all—that would be overkill—but selecting several in each case to shape the campaign.
Sales teams, however, often settle for a single medium and smugly declare, “We’ve done advertising.” But no, “doing advertising” isn’t just “making an ad.”
(To be continued…)
A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
Sales teams, however, often settle for a single medium and smugly declare, “We’ve done advertising.” But no, “doing advertising” isn’t just “making an ad.”
(To be continued…)
A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
“From Alfred Nobel to AstraZeneca”: https://a.co/d/9svRTuI
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