Marketing Media Mix Questions and Answers 2022

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MARKETING MEDIA MIX
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Question One
The experiment aimed at determining the optimal media mix was done to rationalize the
investment on a particular combination of marketing tools. The various media which were
incorporated in the experiment required funds to be implemented. For example, airing an
advertisement on a television channel requires paying advertisement fees to the particular
television channel. Therefore, to direct funds to television advertisements, the media channel
needs to have the potential of improving both awareness and recognition of the company’s brand
name as well as its products (Buil, De Chernatony and Martínez, 2013, pp.117). Otherwise, the
company would be spending money on marketing without concurrent returns in equal measure to
what it is spending. The media channels which were included in the experiment are usually a
form of promoting a company to increase consumer awareness as well as recognition of its brand
name and products, but not a point of contact between the consumers and the company.
The website, on the other hand, is more of a requirement for the efficient operation of the
company. The website provides the point of contact between the consumers and the company. If
the other media channels are efficient in promoting brand awareness and recognition, the
consumers will have to go to the company's website to obtain more information about the
company, its products, and how to purchase the products (Fill and Turnbull, 2016, n.d.). The
website of the company would provide the consumers with all the information that they need to
have, and at their convenience. Compared to other media channels such as television channels
whereby the advertisements were only aired at particular times, consumers can access the
company's website at any time to create an account, make a purchase, or obtain customer
services (Huang and Sarigöllü, 2014, pp.792). These services may include consulting on the
price and availability of the various products offered by Anglian (Anglianhome.co.uk, 2019).