New and Traditional Media Mix

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How to create viral exposure by combining traditional and new media tactics.

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New and Traditional Media Mix

  1. 1. New & Traditional Media Mix. HIGH EFFECTIVENESS } VIRAL TR ME AD D M EW IT IA IA IO N ED NA L HIGH W LO TIME/COST New Media plans start out ine ective and take little time to create (i.e. setting up a blog or Facebook page). Over time, as knowledge increases, and more time is spent shaping the plan (i.e. advertising, search engine optimization), it becomes more e ective and more costly (i.e. social media buys). Simultaneously, Traditional Media plans start out ine ective, but take more time and cost to create (i.e. producing a commercial or print ad, then placing it). Over time, as knowledge increases, and more time is spent shaping the plan (i.e. determining appropriate placement with the greatest returns), it becomes more e ective and less costly (i.e. learning curve theory, production costs remain relatively constant). Once an organization has e ective New Media and Traditional Media plans, the two intersect creating the optimal media mix. It is at this magical point e ectiveness increases without additional time and cost, and the boost is viral.

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