미디어채널분화 전략 (ATL, BTL)

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Sangkyu Kim

BCG에서 발표했던 미디어 채널 분화 전략을 간단히 번역해 보았습니다. 자료의 저작권은 당연히 BCG에 있으며 오탈자는 메일 주시면 감사하겠습니다. 김상규 (racoon@gmail.com)

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미디어채널분화 전략 (ATL, BTL)

1. CMO

2. Marketing categories Marketing vehicles Marketing tactics Source: BCG analysis! Note:We deﬁned measured media expenditures as “above the line” marking categories! all other marketing categories were deﬁned as “below the line” Above the line Below the line Traditional! Media Customer! Relationship! Marketing! (CRM) One-shot Relational Material Public! relations/! viral Digital CMO Internet Mobile Public relations Awards Endorsement Sponsorship Placement W ord of! mouth Merchandising Packaging Promotions Pointofsale In-store! advisors Pointofdisplay! events Offer Sample Loyalty! Program Digital Internet/! e-mail Phone Mail Cinema Radio Outdoor Print Television Network Cable SyndicatedMagazine Newspaper Freepress Urban Gigantic Carparkinglot National Local Long!Formatad Addressed! Mailing Geo-targeted! mailing Phone! prospecting Hotline E-mail Brand website Geolocation! mobile ad Interactive! television VIP card Personal! reward Magazine!samplingIn-the-street!samplingImmediate!couponDeferred offer Product demos N ew store launch Brandadvisors Retailadvisors StoreDesign Windowdisplay Brandwebsite Discount Gifts On-packoffers OnlineProduct! Pictures Physical! Package Launchevent Perm anent Friends Blog Scripted! television show Sport event Celebrity/! expert Product of! the year Editorial! insert SMS Paid search pop-up Banner

미디어채널분화 전략 (ATL, BTL)

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