Posted by admin | Posted in Direct From the Artist | Posted on 12-08-2008
Tags: art, design, media, mixed media art, mixed media art techniques, mixed media artists, mixed media artwork, mixed media collage, photography, web2.0
Rethinking the media mix
Happy with the results of your TV, radio and print media? Do you ever feel you are not receiving the explosion for the dollar you expected?
Perhaps you should consider rethinking the media mix. The concept of a combination of means advertising is simple: Since not a magazine, newspaper, website, or the output of zero emissions, is likely in your target customer, the choice of a variety media based on their ability to reach its desired demographic is most effective.
In leading advertising agencies, construction of the Right Media mix has become a science, near where the days of endless time spent grinding, polishing and refining multimedia material to create a blend with sufficient range and frequency of delivery. Gaining a thorough understanding of its customers' products and the universe of clients, data analysis and statements of qualifications movement, and a weight of certain intangible benefits of each candidate the media brings to the table are just some of the steps needed to create the mixture proper means.
Although the process has proven very successful in recent years, changes in technology that give consumers greater freedom to control consumption of media demand new solutions and a rethinking of what happens in an effective mix of media. Armed with controls remote digital video recorders, viewers will easily circumvent the ads. Newspaper and magazine readers is now just a click away from the same content in the web without full or fractional page advertisement next to the item used to study carefully the printed page. Indeed, technology is the short circuit fairly simple equation of the media implicitly promised advertisers the customers' attention, since it consumes the contents of your average had to offer.
Consider the impact of digital video recorders and remote controls on the effectiveness of television advertising. A Feb. 13 in the article The New York Times reports that an estimated 7 percent of the 110.2 million television households in the United States are equipped with digital video recorders (DVRs). If that was not enough to give pause to television advertisers, the article reports that estimates of expected "that 50 percent to 70 percent Reproduction sample of viewers to zip through the commercials. "How many television homes have DVRs next year and beyond there?
The history is not better in the print world. "The State of the News Media 2004" journalism.org puts it bluntly: "The Newspaper circulation is declining. "The report notes that the percentage of people reading newspapers began a long decline in the 1940s, but was masked by a U.S. population growth. In 1990, the "movement began to decline in absolute numbers," the report said. Between 1990 and 2002, newspaper circulation fell 1 percent per year, he says.
However, there is a bright spot on the horizon, especially for those who are willing to rethink what constitutes the media mix. An emerging technology that combines the dynamic display and media control at the time cart may be just the beginning advertisers need to strengthen their media mix. In fact, a recent article in Media Daily News Leo Kivijärven quotes, research vice president at Stamford, CT-based PQ Media, which identifies this part of the pie media as one of the niches little publicity, but among the fastest growing.
It goes by different names. In the retail environment, is called In-Store Digital Media (ISDM). In hotels and resorts, is known as a digital card reader. In public places, such as a sports stadium, is called digital signature. But regardless of what we call, advertising people when they are away from home often at the point of sale is where you can find most of your money advertising.
The Daily News article cites media authored a new study out of the house on advertising, saying that this approach to advertising is about to transition from a relatively obscure niche marketing to a very used, conventional advertising.
In the article, Stephen Diorio, author of the report, said that outside the house is advertising "on the turning point. This is a market that is about to explode." Since 2002, the article says, 700 digital out of home networks have been launched, representing U.S. $ 1.2 billion in advertising this year.
What's in a media plan communication? Maybe it's time to reconsider their media mix of alternatives. This may be time to redirect some of its advertising budget outside reducing media and pillars on the alternatives on the rise, and out of home advertising.
About the Author
David Little is a digital signage authority with 20 years of experience helping professionals use technology to
expand their marketing messages with alternative media
. Visit http://www.keywesttechnology.com and find how you can expand your marketing horizons.
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