After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually.
The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and frequency. Considering the advertising company’s marketing objectives will arrive this at, its target market, media characteristics, and it’s matching with the target market. Also, the overall advertising budget does influence the nature of such a mix, in addition to t he available gross audience.
The primary need for a combination of media naturally arises from the necessity to reach more people in more ways than any single medium can encompass. There are few other needs too.
- The need for getting the campaign message over to different types of public, such as professional people as well as consumers, or retail traders as well as both.
- The combination of a short term and a long term element in the campaign’s objective, which cannot be satisfied within the limits of a single medium; e.g., the need for building up the product’s reputation while giving reminder at point-of-sale.
- The superimposition of a piece of marketing news, such as a new size or a special pack, on top of a steady long-term development of the brand image .
- The combination of a need for detailed and perhaps technical specifications with a more superficial appeal to a much wider market.
- The different attitudes which different sections of the population bring to the choosing of a given product, and the consequent need to catch each section in the appropriate mood.
- Competitive circumstances which necessitate a strong temporary impact superimposed on the steady long-term effort.
- Differences of buying psychology at different times of the year, e.g., holiday seasons compared with normal seasons.
