traditional media is the new buzzword in media lexicon. Comment?
A. The buzz about non-traditional media is in reality interlinked with the media metric of recall and retention. In the early nineties, the metric or premise was gross rating points or GRPs. In the mid-90s when fragmentation of media increased and retention levels went down, the metric changed to recency planning or reach. Today, the metric has moved away from reach to recall. Below-the-line (B-T-L), PR (public relations), DM (direct marketing), which we describe as media neutral solutions, are means to the end. They are media planning processes to help achieve recall. When the metric is reach, it is easy to fall into the trap of traditional media, which are quantifiable. Most other media are not even quantifiable. If outdoor is delivering on reach, I cannot quantify it as effectively as print or TV. However, if my metric is recall I will rely on client feedback regarding his awareness track data about the brand communication. I will check out what the data has to say regarding recall
traditional media is the new buzzword in media lexicon. Comment?