Brand strategy will determine which communication tools will be used. Ensuring brand connection is really important in today’s diverse world. The major trend today is for brands to move from manipulating impression to building strong connection and to be wary of campaigns but concentrate on building conversation. To do this successfully brands understands its goal, target audience and the channel that best suitable to reach them. Several opportunities are now available to brands to either communicate with or best suited to build connection. Mixing this up can spell doom for brand’s activities and investment. Out of many classifications of media that we have noticed, we hereby identified the two ways by which brand communicators and managers can maximize value in their choice of media.
1. Active, highly involved media: As the name suggest, these media give the power of choice to the niche. They encourage active involvement of the audience. They are not just used to reach the audience but encourage strong addiction, involvement of the niche with the brand. Most of these are sometimes internet related media: blogs, forum, community building tools; print media: newspaper, magazine, Mobile telephone text messages, multi media etc. All these media are best used and make impact when the brand intends to pass information or build strong interaction with its audience.
2. Passive, less involved media: these set of media do not require niche involvement. The power of choice may not be totally in the hand of consumers as they need not to do anything in consumption of the content but just to sit back and watch. In most cases, radio and television, billboard adverts fall in this category. I most cases, when the objective of communication is to create awareness and strengthened already communicated information, message it will be great to use media in this category. In other words it will be wise fore brand communicators whose intention is just to communicate brand message or strengthened already communicated message to engage the second option and to consider the use of the first mentioned media to build strong connection. But we must conclude that since brands are to do both, combining the media will help b rand effectiveness and emotional attachment.
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