MEDIA MIX: A PRAGMATIC SOLUTION FOR ADVERTISING COMPLEXITIES

Abstract This paper explores the effectiveness of advertising along the concept of media mix. This research work seeks to highlight the need for adoption of media mix in the present era of digital evolution. On the review of 150 research papers it was observed that traditional advertising wont be suffice in the competitive scenario rather the advertiser has to opt for the blended path of traditional and new media advertising, thereb maintaining acceptabilit adaptabilit ! effectiveness. The added feature of interactivit in new media makes them a preferred choice these da s. The present paper tends to put forward the reasons for the adoption media mix b the advertisers. "t the end of the stud , an important discussion follows, where a matrix and model of media mix has been presented.

#e words$ "dvertising, %nternet and &edia' mix

"dvertising from its inception till this date has been (uite unpredicted and has undergone unprecedented change. )rom its inception to its execution *advertising has touched new frontier. The growth shown in this sector is path breaking. The emergence of technolog has also unveiled new milestones in the advertising regime. The origination of %nternet has brought new dimensions to advertising. The three distinctive characteristics of %nternet on which the advertisers banks on are a global environment+ it is completel digital and it represents a ,network of networks- .&oro/an 00012.The amalgamation of technolog with advertising methods gave birth to a new advertising era. One of the result of this amalgamation is online advertising, which has increased significantl during the past several ears .3ow 00002.4ut the (uestion that crops up is that whether the advertiser has to still stick to the conventional methods of advertisement like television, radio, newspaper, maga/ines, billboards, directories or should it advance to the adoption of new advanced and sophisticated medium like internet, mobile, interactive tv'to name a few or should the advertiser make a blend of traditional and technolog driven methods to cater to the audience needs and hit the impulse. Toda , advertisers insist that to carve a niche for products one has to strategicall decide a campaign that includes a package of traditional and technolog driven advertisement. The basic ob5ectives of traditional and online advertisement are similar therefore the methods and approaches of traditional advertisement have been successfull applied to online advertisement too. .6avlou and 7tewart 00002.This paper puts forward the fact that old methods pave the wa for the growth and success of new methods. One cannot overlook and underestimate the importance of traditional methods of advertising and one can also not predict the success onl on the basis of new methods. This paper also attempts to

highlight the reason that had led to the adoption of new media along with the traditional methods. This paper is divided into six sections *the first deals with emergence of internet and online advertisement and the impact of technological advances on advertisement, the second deals with the impact of traditional and technolog driven media, the third highlights the need of the present market condition' where the solution comes in the form of media mix, the fourth section puts forward various studies that have not directl hinted but indirectl mentioned the use of various available communication channels, the fifth part presents a discussion based on the literature review, where a matrix and a model of media mix has been proposed.

BEAMING EVOLUTION OF TECHNOLOGY IN ADVERTISING "dvertisement is a means of influencing probable and potential consumer to bu more of a particular product or service .4urde 00082.%nternet is the fastest and latest growing channel of communication' among all the media options available before the advertiser.4ell and Tang 11182. Online advertising began in 1119 when :ot;ire sold the first banner ads to "T!T and displa ed it on their web page.4arbara and &edoff 00012.4ut online advertising bloomed and came into the public e e in 000<.=vans 00082.7ince then this sector has witnessed remarkable growth. The demand for %nternet has increased as it provides numerous facilities to the consumer * accessible 09><, shopping facilities at the click of the mouse, at the comfort and peace of their home .6hau and 3o, 00092, so the growth in online advertisement is inevitable. &edia in general and advertising in particular are often considered as ma5or factors for driving us towards globali/ation."ppadurai, 11102 and globali/ation as we all know has penetrated in all domains of competition. ;ith its mass appeal and b communicating a shared set of signs and s mbols, advertising is capable of imparting meaning to a global target audience of individual having similar set of values, attitudes, culture and brands ."lden et al., 11112."dvertising capabilities are be ond (uestioning of an one and when this capabilit amalgamates with the technological advancements the result is a revolution. ?lobal advertising practitioners have experienced a paradigm shift in advertising due to the evolution of %nternet. The shift has been defined b some as a revolutionar move from @old globalism@ to @new globalism- .Aoberts and #o :an5un 00012. )our ma5or drivers that are responsible for this change are$ digitali/ation, information technolog and its applications, intellectual propert , and communication s stems.7chult/ and #itchen 00002.The shift clearl highlights that advertising has successfull included all the ma5or technological advancements in its purview and is read for its effective adaptation and implementation.

IMPACT OF TRADITIONAL MEDIA VS TECHNOLOGY DRIVEN MEDIA Traditional advertisements which were done through television, radio, newspaper, maga/ines, billboards, directories etc., were all pervasive since time beginning, it was onl in 000< that

online advertisement gained popularit without replacing traditional form of advertisement. One cannot sa that these traditional methods of advertisement are not effective. These methods are definitel old but the are as effective and powerful as the were few ears back. The emergence and advancement in technolog has 5ust given the advertisers the wings to fl . Aadio made the advertisement more interesting b adding 5ingles, music and greater flexibilit to the concept of advertisement. Television was one of the innovation of its times. %t combined the audio impact of radio and added the element of moving images. &aga/ines advanced to the level of greater appeal b creating ads that were more colorful, more targeted and more accessible. 4illboards provided a (uicker punch of ads. The are considered to be as cost effective and have a limited life span. 6rior to the traditional media, the advertisement was conceptuali/ed 5ust as a process of communicating information to the audience about the availabilit of a product with little element of creativit .The inception of advertising was (uite simple. Town criers use to carr the posters at bus crossings and important market centers. 4ut as the competition grew the advertisers soon reali/ed the unsuitabilit of this, which led them to develop and venture into other forms of advertisement. Bonse(uentl we saw radio, television, newspaper, maga/ines and billboards coming into the advertising scenario. The traditional mediums were considered to be cost effective and competent carriers of information to the targeted audiences. This paper takes into consideration %nternet and &obile as technolog driven media. The %nternet is a bidirectional medium and b that we simpl mean that the advertiser is allowed to have direct contact with consumers .:offman and Covak 0000b2.Darious studies have been conducted till date to highlight the importance of internet as a channel of communication. Traditional media have alwa s been in criticism because of the prevalence of the element of avoidance or skipping of the advertisement b the audience. This is one ground where online advertisement gains edge. One of the ma5or advantages of using online advertising is that it provides the facilit of targeting speciali/ed audience .7herman and Eeighton 0001+ Feff and "ronson 11112 and hence facilitating better reach. %nternet has been (uite instrumental in paving the wa for the growth of advertising. The %nternet offers vast varieties of global offerings which has shifted the power from the seller to the bu er and now seller is no longer the king of the market .4akos, 111<+#otler et al.,0000.2.The %nternet provides the customer with wide variet of offering without even stepping out of their home with 5ust a click of the button. This one stop convenience facilit of internet has also been described as a @ wall !"#ar! $@ as it controls the flow of visitors b not allowing them to move be ond the website b engrossing them in the abundance of information and services provided b the portals .7chonfeld 00002.One of the biggest advantage of %nternet, which has been studied b various academicians is the element of %nteractivit . Darious dimensions have been added to the definition of %nteractivit from time to time to adapt it to the growing complexities of business and competition. The element of interactivit gives the %nternet an upper hand over the so called traditional media .7ong and Finkhan 0008+ 7tewart and 6avlou 00002.;a back in 1181 six elements were laid as the basis of interactivit ' alternative choices, efforts of users, availabilit of responsiveness, capacit of monitoring, convenience of adding information, and interpersonal communication. :eeter

11812." more eas interpretation of interactivit can be implied from its meaning is that it is a kind of two'wa communication s stem from senders to receivers.&orris and Ogan 111G2,which further highlights the bidirectional capabilit of %nternet. %nteractivit has also been related to a real time dialogue, 5ust like a conversation between a customer and salesperson .Aoehm and :augtvedt 11112.&ost of the work on internet and online advertising has been focused on the element of interactivit . The traditional mediums have b far not been able to counter attack the characteristic of %nteractivit of %nternet and hence are unable to harness the true potentialities of the emerging markets. "nother new media which this paper tries to stud is mobile. Those marketing channels that deliver relevant and personali/ed message to the audience has become an important part of almost all marketing organi/ations .:armon et al.,1111+ ;atson et al., 00002."dvertising is currentl carried out through wireless device .mobile2 through short message service.7&72 ,%ts text onl ,non'interactive and has nothing to do with %nternet-.?reenberg 00002.&obile advertising is breaking the m ths of so called ,non'personalised form of advertising-, b being able to deliver personalised messages to the target audiences. &an scholars are of the view that the acceptabilit and adoption of mobile phone marketing b the target audience is influenced b the acceptance of the mobile phone b the audience .4arnes and 7cornavacca, 0009+ 4auer et al., 0005+ Eickinger et al., 00092 and in a countr like %ndia, where the penetration level of mobile is so high'&obile "dvertising seems perfectl apt. The mobile phone marketing can be explained as providing personalised information which is time and location specific to the consumer about the goods and services through mobile phones .Roach 2009).

URGING NEED Aight from the time person gets up in the morning till the time he finall sleeps, he is exposed to a number of media options and with the advent of technolog the availabilit of new media options like mobile, )& radio, internet etc. are also possibl finding their existence in the advertising scenario. The advertiser has to plan its advertising campaign in a wa that it includes all the media channels in a reasonable and appropriate manner and therefore the need of new &edia &ix is to be assessed. &edia &ix can be termed as the combination of various available advertising channels for meeting the goals and ob5ectives of organi/ations. Though at times, under certain conditions audiences might view traditional media like TD, print and radio as more trustworth than the %nternet .)lanagin and &et/ger 00002.4ut still we cannot ignore or overlook the impact of internet in our life. Aeasons cited for marketing on the internet is that it has the possibilit of combining .moving2 image with sound and other interesting information facilities that will make the website more entertaining and engrossing.&oro/an 00012. The emergence of digital media has pioneered new avenues for the advertising regimes. Eigital marketing is fast becoming the sought after media'H#, internet ads accounts for 1<I of the overall ad pie, while TD a close second with 1GI.%n %ndia, digital advertising is 5I of the overall advertising pie,

which is expected to grow substantiall in the coming ears.. &ohammed,C. and #han, %mran 00012. "n interesting finding b 6ublic Aelation 6rofessional 4rain Birca 0001 highlights the allocation of different parts of human brain to various activities like' digital, media, strateg , word of mouth etc in the )igure below .7trong conclusions can be drawn from this finding that if we combine 00I digitall grasped human brain with 15I media driven brain parts, then we get a whopping J5I of the human brain, which could be effectivel used b the advertisers for their promotional needs. These findings clearl highlight the fact that digitall enabled media channels together with traditional media channels would encompass a better and comprehensive media mix basket for the advertisers. 4ut what exactl will be the proportion of each medium in the basket is the (uestion that needs to be addressed.

)igure 1$The percentage allocation of human brain to various activities

REASONS FOR OPTING FOR MEDIA "MIX "s stated earlier that with the developments and innovations in technolog the advertising regime has also undergone change. The traditional channel has their advantages while the new media has its own. "lthough no such exhaustive work on &edia &ix , has been reported till date, but still few findings have been (uite useful to draw the inference that media mix is the need of the hour to be opted b various advertisers. The approaches of both the formats ' traditional and new media is (uite same. The fundamental goal of both online advertising and traditional advertising are similar .6avlou and 7tewart 00002. The models conceptuali/ed, developed and used for traditional advertising are also finding their wa in online advertising eg. :ierarch of effects model .cognition to affect, and from affect to conation.2, Kassociation modelL and the well known well'known "%E". .Bho 1111+ Aodgers and Thorson 00002. Though few other theories like Eistinctiveness theor .6hillips and 3ee 00052, Hses and ?ratification Theor .#at/ 11512 and &edia Eependenc Theor .?rant,11182 are also (uite useful for the online advertising formats.

Eot'com companies spent a huge amount of mone on advertising in traditional media to achieve initial brand recognition and to guide and direct consumers to their website .Eia/ 0000+ )it/gerald 0000+ ;ebster 00002.This simpl strengthens the fact that for initial impetus, one still has to be dependent on traditional media and one cannot overlook the importance of the traditional media so easil . Aesearchers have shown that different media channels or media vehicles can increase the effectiveness and persuasiveness of the advertisement.."aker and 4rown 11<0,)reiden 1180,;inick 11G02. 4rick'and'mortar companies have an advantage and superiorit over the pure online companies in convincing the consumers through both their presence * online and offline. 4 planning their goals in a wa to be reached to the consumer through multiple channels, these organi/ations tend to facilitate the consumer more .7teinfield 00002. =stablished companies tend to expand their business online' to 5ust provide a supportive service to their existing offline business .Cel et al. 11112. 6erspective of @one world, one market,@cannot be applied in the current scenario where the organi/ation has to tailor the brands and services in a wa that it fulfills the need and re(uirement of even the smallest segment of global consumers..3evitt 118J2.Online "dvertising is the best alternative for this. One of the biggest disadvantage of traditional advertisement is that the consumer have little or no control over the information that is presented before them through these channels.4e/5ian'"ver et al 1118,Bho and 3eckenb 11112, so it becomes inevitable for the advertisers to find some relief in the technolog driven media. =stablishing a globall acclaimed brand image is (uite a cumbersome task through traditional advertising media, interactive advertising through its inheritant characteristics can pla a significant role in this direction.4atra et al 11152. The %nternet has the potentialities and capabilities of making markets more efficient, because it not onl provides full information about the product to consumers, but also enables rich detailing and specificit regarding each information, especiall compared to traditional media.6ress 111J2. There are wa s to improve comprehension of the advertisement. " limited amount of information is comprehended through one'wa advertising communications .i.e., print, TD, radio2. On the contrar , two'wa , interactive advertising communications have the capabilit to increase comprehension due to their inherent interactive and multimedia features . &acias 000J2.

%nteractive advertising options are often termed as a desired, engaging and positive form of communication rather than intrusive, anno ing, irritating or unwanted advertising .&acias 000J2, as commonl associated with traditional media. The user has additional control over %nternet because there is ease of manipulating content and the internet has added abilit of transferring information which facilitates two wa communications .3iu and 7hrum 00002.

DISCUSSION "fter anal sis of the various channels of media available, it gives us an insight that each media options available have their own advantage and disadvantage. The media mix decisions involve high degree of uncertaint and risk. On the basis of literature review, we have developed a matrix that highlights the importance of media mix decisions. ;e have taken two independent variables on each axis * "wareness and "vailabilit . "wareness can be defined as "wareness of the advertisement options on a particular medium. "vailabilit can be interpreted as the degree of accessibilit of each medium. The (uadrants assigned for each value are as follows$ : %nternet "dvertising "vailabilit 3 &obile "dvertising Traditional %nternet "dvertising &edia &ix

"wareness

)igure 0$ &atrix for &edia &ix Eecisions

Tra!%t%&$al M !%a M%'.:igh "wareness and 3ow "vailabilit 2 'The traditional channels like Television, Aadio, &aga/ines, Cewspaper and billboards are all well established channels of communication. The awareness of the advertisement possibilities on these channels is high but the availabilit of the media mix of traditional channels is

not so high. The advertiser has still not mixed each of the available traditional media effectivel . 7tudies show that in the past the have tried to put in use two media together either print or television or television with radio to name a few. M&b%l A!( rt%s%$#.:igh "wareness and :igh "vailabilit 2 * &obile "dvertisement ranks high on both the parameters * "vailabilit and "wareness. The emergence of mobile phone is often termed the rise of ,third screen- 5ust like television or computer screen .Buneo 00052.The awareness about mobile as a channel of advertisement is also (uite high. The most common means of advertising through mobile is 7&7. ,%tLs text onl , non'interactive, and has nothing to do with the %nternet- .?reenberg 00002.The added element of creativit of bringing pictures with words or pictures with music is also possible in mobile advertisement .3iu and 7tout 118<2. I$t r$ t A!( rt%s%$# .:igh "wareness and 3ow "vailabilit 2 * %nternet "dvertising lies in the (uadrant of :igh "wareness and 3ow "vailabilit . The %nternet is considered to be the rapidl growing and latest channel of communication .4ell and Tang 11182.%nternet has strongl established itself as an important and inevitable channel of communication, irrespective of the fact it has a relativel short histor of origination . Thomas 11182.%t was predicted to drasticall change and radicall transform the wa the business is done and it is predicted that there will be no more ,office drones-. ?ates 1111a2.The predictions regarding %nternet as a channel of advertisement has been (uite high and more and more advertisers are reali/ing the potentialities of using %nternet as a channel of secured means of brand building. ;esiman 000G2. Eespite of the fact that the advertiser has unveiled the secrets of using internet as a channel of advertisement the are unable to utili/e its potentialities because of its low availabilit and low penetration level in man countries. )igure J2

)igure J$ ;orld %nternet 6enetration Aates '0001

.7ource$ http$>>www.internetworldstats.com>stats.htm2

N w M !%a M%' M&! ls .3ow "wareness and 3ow "daptabilit 2 * The new media mix models lies in the 3ow "wareness and 3ow "vailabilit (uadrant. The advertisers are aware about the media options available before them, as well as the advertising options on each channel but the need of the hour is to choose among these the best possible and economical basket of media that are able to hit the impulse of the audience so as to atleast create a desire in them for a particular chosen product. The entire paper focuses on this need onl and after thorough anal sis of the literature, we have come to the conclusion that the opportunities to be explored in this area are immense but still not all the potentialities and possibilities have been explored.

The added feature of new media is its interactivit . &ost of the researches till date have been done on the interactivit of the internet. The traditional media is still unable to cope up with the nature of interactivit of the new media. 4ut as stated b man the merits of the traditional media cannot be overlooked b us. %t is still considered to be a preferred choice in man conditions .4e/5ian '"ver et al.11182.The traditional media and new media have to be used together to achieve a right blend of media mix. The following figure represents the point of this stud ' intersection between the traditional and new media .embedded with the concept of interactivit 2.

Traditional Media

Media New Interactivity Mix Media

4ased on the review of 150 5ournal papers, we have indentified the ma5or media options as TD, 6rint, %nternet, &obile and Outdoor. ;e have given a diagrammatic representation to assess their reach, fre(uenc and impact for ease of understanding. 6rint, mobile and Television scores high on the parameter of reach. %nternet and Television are more impactful and have high fre(uenc success options as compared to the other media into consideration. "n anal sis of this diagram reveals us that the advertiser can draw important inferences and comparison between them and chose that media mix which fills the lacuna in other media options available.

)igure 9$Aepresentation of Aeach,)re(uenc and %mpact of various media categories

)inall a model of media mix has been presented. %t highlights the categories of media investments in options like television, radio, print, outdoor, internet and mobile which ultimatel leads us into the pool of media mix decisions. The intermediate ob5ectives of advertising like enhanced targeting abilit , better reach, greater impact and better creativit all can be achieved with the help of summation of all available media channels which will ultimatel lead us to improved sales. This model depicts the possible advantages of media mix decisions which enables the advertiser to exploit the benefits of the markets more efficientl than with the use of single media or with a combination of two of them.

)igure 5$ &edia &ix &odel

CONCLUSION The growing complexities of the advertising world, has alwa s left the advertisers to look for something more interesting and appealing. This paper has tried to put forward various studies that have highlighted the importance of each of the available mediums and on the basis of those studies we have derived a conclusion that to be successful the advertiser has to go for media mix where the traditional media has to go hand and hand with the new media to become an effective medium of communication. This paper has also attempted to put forward before the readers the various reasons for the adoption of media mix. "n advertiser cannot overlook the importance of traditional media channels Television, Aadio, Cewspaper ! &aga/ines are still considered important for ma5orit of audiences. Aadio has its far reaching impact to all the people throughout the da . 6rint media has its own charm. Cewspaper gives a (uick punch of appeal of an advertisement during the morning. &aga/ines can be catered to a particular class. ;hile the new technolog enabled channels of advertisement like %nternet and &obile to name a few, has their own advantages. The added element of interactivit , reusabilit ! storabilit in %nternet ! other options of new media make it more attractive, appealing ! cost effective. The advertiser therefore cannot ignore the impact of each of these available mediums. The model presented in the paper also shows us the added advantage of using media mix decisions. The basic difference between Baptive audience media and "ctive or self'paced audience media is that the former forces the advertisement b inserting it in the regular flow of program' such as television while the latter gives the audience the discretion to watch the ad for instance print media. The new online media such as the ;eb are an amalgamation of both ' captive and self' paced media .:a 3ouisa 000J2.On the basis of these findings, one can sa that the advertiser has to decide the media to be chosen on the basis of the audience it intends to target. The audiences at present are a heterogeneous group so catering to its re(uirement simpl re(uires the advertiser to reach them through different media available. The (uestion that still ponders over is ' ;hat exactl should be the percentage of each media ' which the advertiser has to strategicall decideM

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