Student's Report: Marketing Media Mix Analysis for Anglian

This report analyzes a marketing media mix experiment conducted to determine the optimal allocation of marketing funds across various media channels. The study focuses on the importance of brand awareness and recognition, the role of a company website in providing consumer information and facilitating purchases, and the effectiveness of different techniques to prompt consumers to take action. The report emphasizes the significance of the website as a point of contact and details how Anglian uses photos, contact information, and promotional offers to drive consumer engagement and conversions. The report explores the relationship between advertising, sales promotions, and brand equity, highlighting the need for a well-defined media mix to maximize marketing ROI. The analysis covers the impact of various media channels, including the website, on consumer awareness, and the role of call-to-action strategies in driving consumer behavior. The study concludes with a discussion on how companies can leverage their websites to provide information, facilitate customer service, and promote products effectively.

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MARKETING MEDIA MIX
By (Name)
(Course)
(Tutor)
(University)
(Date)

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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).

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The presence of the website of the company was, therefore, a requirement to the company and it
could have not been eliminated. Therefore, there was no point in including it in the media mix
experiment.
Question Two
There are various ways that the information on Anglian’s website is designed to prompt
consumers to take action. The first technique which has been utilized in to call to action is the
inclusion of the various products that consumers are likely to be looking for. By having photos of
various designs, the consumers can be prompted to make a purchase or make an inquisition on a
particular product if the image matches what they have been looking for. Another technique that
the company uses to call the consumers to action is through the provision of contact information
and help and support services (Amiri and Maroofi, 2016, pp.69). This makes it easy for
consumers to make inquisitions about a particular product as well as obtain follow up services.
As a result, there will be a higher number of visitors to the company’s website, thus increasing
their awareness regarding the products offered by Anglian. As a result, this has the potential of
increasing purchases.
The company’s website also prompts consumers to get a quote. However, since no
individual would get a free quote for no reason, the website guarantees that the quote obtained
has no responsibility or obligation for at least six months. This might make some consumers take
the quote since there is no apparent risk or harm in obtaining the quote for the given duration of
time (Londhe, 2014, pp.332). Once the quote has been obtained, it is more likely that some of the
consumers will end up using the quote within the specified period if a need for purchasing
commodities arises than if they had not been prompted to get the quote. While getting the quote,

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the consumers are also promised to be given a discount of up to 500 Euros if they get the quote
today. As such, this prompts consumers to obtain more quotes.

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Bibliography
Amiri, S. and Maroofi, F., 2016. The relationship between brand awareness, market outcome,
brand equity, and the marketing mix. International Journal of Markets and Business
Systems, 2(1), pp.68-84.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Anglianhome.co.uk. (2019). Home. [online] Available at: https://www.anglianhome.co.uk/
[Accessed 21 Sep. 2019].
Buil, I., De Chernatony, L. and Martínez, E., 2013. Examining the role of advertising and sales
promotions in brand equity creation. Journal of Business Research, 66(1), pp.115-122.
Huang, R. and Sarigöllü, E., 2014. Assessment of brand equity measures. International Journal
of Market Research, 56(6), pp.783-806.
Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance, 11, pp.335-340.