6.2 Media selection
You have learned a variety of marketing communication tools in previous sections. The the next stage of creating a marketing communication campaign is to developing a media strategy. The purpose is to identify the specific media classes and media vehicles that your campaign will use based on your objectives. Broadly speaking, media falls into one of two categories:
- i.linear, which refers to one-way communication
- ii.interactive, in which there is potential for two-way communication.
Sometimes you may see these categories referred to as traditional and new media or offline and online media, respectively. However, these categorisations refer more to the underlying technology rather than the medium itself. Here, you will use the linear vs interactive demarcation. Table 4 gives examples of media types, classes and vehicles within each category.
Media Category | Media Type | Media Class | Media vehicles (in the UK) |
---|---|---|---|
Linear Media | Broadcast | Television | The X Factor, Coronation Street |
Radio | Capital FM, Heart FM | ||
Newspaper | The Sunday Times, Daily Mail | ||
Magazine | Good Food, MacFormat | ||
Out-of-home (OOH) | Billboards | 96-, 48-, 6-sheet posters | |
Transit | Underground, buses | ||
Ambient | Litter bins, disposable cups | ||
Other | Cinema, exhibitions and events | Odeon, Cineworld, Ideal Home Show, Good Food Live | |
Interactive Media | Websites | Brand sites | |
Social media | TikTok, Snapchat | ||
Apps | Mobile games | ||
Banner advertising | Pop-ups | ||
Newsletters | |||
Search engines | Google, DuckDuckGo |