Media Habits

* Marketing communication (IMC)

* Topic: Motor vehicle

* Media habits

Different lifestyles require different marketing communication methods. Some will be used during the week, others during the weekend and different times of the day. Consumers have various preferences for both inbound and outbound communications and marketing promotions versus product usage information.

Traditional media channels—such as television, radio, magazines, and newspapers—allow control over many communication elements including time of delivery and message content. However, marketing programs that employ many of the new media channels such as the Internet will be able to control content in a reactive manner. The customer in many instances will determine access channel preference and time of delivery.

1/ TV is a favorite medium because of its wide reach and its high impact that is useful for showcasing a high impact product such as a car. The volume of TV ads however is limited by its costs but popular target group programs and times should be used as extensively as possible.

2/ Internet plays an important role, direct mail will be sent as email where possible and enable buyers to purchase. An Internet specific microsite will offer all information e-brochures for download. Nowadays, technology increasing so fast, that will be one key element impact the consumer’s media habit, they tend to use an Internet to collect any information they looking for which more convenience over tradional newspaper.

3/Mass advertising – Billboard are large structures located in public places, which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

+ Mobile billboard advertising

Mobile billboards...