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

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