![]() 33% through Magazines 99% through Digital Media. Looking to the media viewing habits table I see that:ĩ7% are reached through TV. I want to look at the best media channels to spend this on to reach the most people who might buy our product” “I have $5 million to spend advertising my Youth product. This is best explained through an example… Within the simulation that is easily figured out by looking at what combination of the advertising spend will reach the greatest proportion of your segment reached. You need to work out the best marketing mix for your budget. While one media channel is more efficient per $ spent, less of the segment reads it the other is watched by a larger proportion of the segment but is quite expensive. However, look at the media viewing habits and you will find the standard segment watches more TV than they read Magazines. (You can find the media reach of each media channel by scrolling further in the Market Information report).īased off this graph alone we might say that Magazines is the most efficient at reaching the audience per $ spent and TV the most inefficient. ![]() If we look at the Standard Segment we will see that 91% of this market segment can be reached through TV 45% of the market segment can be reached through Newspapers 51% through Magazines and 74% through Digital Media.īased off above, if we were marketing our Standard product we might decide to simply push all of our budget into TV and Digital Media but you also need to consider the reach of each media channel. Each media channel reaches a certain % of the segment it correlates to (note that people will often watch more than one channel so the rows will add up to more than 100%). This table shows us that there are three different market segments within Music2Go (which are described within pages 8 – 9 of the player’s manual) and four different media channels. Scroll down to Media Channels section which will look like this… Look to the Market Information report within the simulation (you can find this by clicking on ‘Key Reports’ in the left-hand menu then clicking on the drop-down box and selecting ‘Market Information’). “How do I decide which media channel to allocate our budget to?” Compare this to the internet, you are likely to have 15 different Internet Browser tabs open that you insist on not closing because you may one day need them – often not paying complete attention to one website or task. This leads to the question… You might have someone sitting in front of their television paying complete attention to their show whereas a radio station might only be engaged in while driving where someone’s attention span is split. ![]() Often TV will immerse somebody in the story/show more than a radio station will. If they do watch/listen/read the same media types then they might be more inclined to watch a different TV show, visit different websites, or read different magazines which are targeted to attract their demographic.įurther, think about how people engage in the different media types. Think about their media viewing habits, they are likely to watch more TV than you or spend more time online. ![]() Think about somebody within your family that is of a dramatically different age from you (maybe a parent or a sibling). Not only do people listen/watch different media to each other but each media type is engaged in differently. The short answer? Yes! It absolutely does matter.
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