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Impact of Media on Marketing Campaign

In: Business and Management

Submitted By claireatcyu
Words 1427
Pages 6
Na Bai
Prof. Noelle Perez
Campaign II
Oct. 14th, 2014

The impact of media on marketing campaigns
Abstract: Today, the rise of various online media channels has greatly enriched the channels in media than before. How to properly use a variety of media , and how to take advantages of the media are most important issues for companies. This paper analyzes the impact of both offline and online media on marketing campaigns based on “TopShop” case study.

Key Words: media, marketing campaign

I. Media Category
Now the media can be divided into two parts, offline media and online media. In offline media category, there are TV, print media, radio and OOH. While in online media, there are online digital, and social. Offline media has developed for long time, and is kind of mature media. However, online media a only just emerged in recent years, is still developing. A. Offline Media 1. TV. Such as network, cable, market or spot. 2. Print media includes Newspaper, magazines and direct mail. 3. Radio and OOH include billboards, video screens, in-store ads, and cinema. B. Online Media 4. Online digital includes email, tablets, mobile, and video. 5. Social includes blogs and social channels like Facebook, Twitter, and Instagram.

II. General overview of the media impact Advertising and marketing campaign of companies definitely work, but exactly how different media channels contribute to the brand is worthy to explore more. Generally, Online Campaign, the main impact is to drive traffic to the companies’ website. Once audience clicks the site, company will have the opportunity to convert them to the customers. While the impact of offline campaign is mainly bringing the potential customer to the real store and making them purchase the product or service. But when regarding the impact of each...

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