subject: Lessons From Traditional Media For New Age Media Techniques [print this page] The tools of new age Media have interested its target audience, clutching a lot of attention. With the revolution of digitalization and Internet, traditional media has staggered to a small extent. However the basis of how, when and where to market, promote and advertise continue remain the same. This is because traditional Media has had a great deal of impact on the way businesses are promoted and consumers are treated. Its age old being has accustomed the audience and has developed the ability to influence peoples opinion.
Television, newspaper, magazines, radio, etc. are here to stay and there are numerous people who still use these mediums. New aged technology is very provoking but still follows the same tactics that traditional media followed.
The technology and medium employed are different but the rules remain unchanged.
1. Planning
Traditional media always required planning. Determining the target audience and its frequency comprised important elements. However, even with the advent of technology and innovative media techniques, one needs to plan equally well in advance. The crux of planning a strategy is to ensure the capability of basic components.
Identifying the Target Audience- Without determining the target audience the purpose of promoting something becomes ambiguous.
Frequency - The number of times the advertisement will be displayed on Television; or promoted on Radio; or displayed in a newspaper, pamphlet, magazine or leaflet. The higher number of times an advertisement appears, the higher is the chances of its target audience acknowledging it or seeing it. The same works for digital media where one needs to plan how often one intends to display a banner or a pay per click add for that matter.
Reach- It establishes the number of individuals you want to reach your product or service to. Your objectives at this point will determine the platforms you will use online to reach out to the audience.
2. Testing and experimenting
After establishing the preferred designing, target audience, frequency and reach media specialists need to test whether the planning is appropriate to be experimented. Using various experimenting methods, one can then decide if the strategy will bring out necessary results.
3. Media Planning
An optimal mode of advertising would be to direct a media plan. This involves the planning and strategizing of all the prerequisites, time management and revenue generated through Campaigning and experimenting. While advertising on the internet as well one needs to weigh options pertaining to various platforms and tools available at ones disposal.
4. Campaign
Once the planning, testing and media planning are done with, the product is ready to be launched. When do you launch the product or services and how to execute the planning are significant while implementing the media plans.
Above is a list of things any media specialist would implement to promote their products and services. Traditional media use these tactics to provoke their audience and better their revenues.
However, Internet Marketing Executives in Vancouver believe that today, the age of internet might have hit old age media but even they use the conventional methods to reach their audience.
An important aspect to understand is that various mediums employ different strategies, but their goal is to make its audience aware, acknowledge its presence and influence their opinion. And the only way to do so is follow the same set of rules lead by Traditional Media.
