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Many options are available to allow you to communicate your message to your audience.
Once you determine your target audience, you can select the appropriate medium to deliver the message — obviously, that would be the medium most popular among your target audience.
| People to People Media | Interactive Media |
| Direct mail brochures |
Organizational websites |
| Telemarketing |
Internet advertising |
| Community outreach |
E-Mail |
| Special events |
E-Commerce |
| Point of Sale - the moment a transaction with a customer takes place |
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| Personal selling |
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Mass Media Advantages and Disadvantages
- Television: Reaches more people than any other medium; costs the most.
- Cable TV: Better equipped to target a specific audience both psychographically and geographically; more cost efficient; doesn't reach as many people.
- Radio: Able to target specific audiences with higher frequency of the message; need to buy 2-3 stations for good reach; not as expensive as television.
- Newspaper: Communicates details about arts organization's events; can geographically target a city/communities; lots of ad clutter, especially in the entertainment section; expensive for a "page-dominant" ad.
- Magazines: Reach upscale audiences; higher quality graphics and environment; based on a weekly or monthly publishing cycle, it is difficult to develop an adequate frequency level; costly, especially since a color ad is necessary for impact.
- Outdoor Billboards and Transit: Good image or reminder medium; can't communicate many details.
- Internet: Good support medium; communicates lots of information for events; open 24/7; need to promote website address; must keep information current.
Marketing
- Identifying and Targeting your Audience
- Enhancing the Customer Experience
- Pricing
- Branding
- Guide to Buying Media
- Types of Media available
- Creating a Communication Plan
- Direct Marketing
- Using the Internet as a Marketing Tool
- Guerilla Marketing: Cheap and Fun
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Creative Work Plan
Creative Work Plan