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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 14:
Promotion: Selecting Communication Channels
Chapter Summary
Communication channels, also referred to as media channels, can be
categorized as one of three types: mass, selective, or personal. Mass media
channels are called for when large groups of people need to be quickly
informed and persuaded regarding an issue or desired behavior; selective
channels are used when target audiences can be reached more cost
e'ectively through targeted channels such as direct mail; personal channels
include social networking sites as well as one-on-one meetings and
conversations.
Traditional communication channels, like the label implies, are ones
you are probably most familiar with and exposed to:
Advertising and PSAs
Public relations and special events
Printed materials
Special promotional items
Signage and displays
Personal selling
You are encouraged to consider new media and other nontraditional options
that may be more successful in “catching your audience by surprise.” They
may also allow your audience more time to consider your messages:
Social media: Facebook, You Tube, blogs, online forums, texting, Twitter and
mobile phones
Web sites
Popular entertainment media
Public art
Product integration
Eight factors were presented to guide your selection of communication types,
vehicles, and timing:
Factor #1: Your Campaign Objectives and Goals
Factor #2: Desired Reach and Frequency
Factor #3: Your Target Audience
Factor #4: Being There Just in Time
Factor #5: Being There “In the Event Of”
Factor #6: Integrated Marketing Communications
Factor #7: Knowing Advantages and Disadvantages of Media Type
Factor #8: Your Budget
