When I was considering all the different media available in an integrated marketing communication campaign, I thought to myself, what different media would a firm need to communicate through to target me as a consumer? So I thought back over the last few weeks to the kinds of media that I would have been exposed to. I ticked off television, radio, newspapers and magazines as media that I wasn’t exposed to in the last few weeks.
The internet quickly stood out as a media that I have been heavily exposed to. Social networking, online magazines, search engine brand placements, and video streaming on sites like YouTube and Epictv are all things that I have used in the last few weeks. But what else? Surely there must be other media that a company could use to communicate their product to me. As I went through my daily routine I quickly noticed all the signs and billboards that I was ignoring as I drove to the shops on my mission to purchase a new set of glasses, so maybe that was a soft second form of media. I walked through the shops and there was the odd stall where people tried to personally sell me different products as I walked right by, shaking my head saying, “no thank you”. I had watched some movies though. Maybe there were some product placements in those that were subtly communicating a brand into my subconscious?
Then I thought, well what have I consumed in the last few weeks? I certainly went out and bought those new glasses today. But why then had I chosen to go to that particular store to make my purchase and not their competitor’s across the road? Well a friend had recommended them as good value and good service of course. This made me realise that most of the purchases I make are through recommendations from family and friends. It turns out that my exposure to different advertising media isn’t as limited as I thought. It is the exposure of my family and friends that also influences the decisions I make on what I consume, and many of them definitely watch television, listen to commercial radio and read the newspaper. So a company would still need a holistic approach in an integrated marketing communication campaign to successfully influence my purchasing decisions after all!