Question

Read the following case of the IMC manager trying to determine how to allocate funds to different print media then identify why an IMC manager would choose one media over another.

The marketing manager of a firm that manufactures very expensive pen sets and executive leather desk sets is developing the media plan for the firm’s IMC. This is a luxury product that is distributed and sold internationally to a somewhat elite target market that could be expanded to other targets. Since still images can be very useful to transmit the visual impact of quality and features of the product, she is considering print media as a portion of the media plan. As she reviews the options, she has to evaluate the choices and determine the optimal configuration including print media in the mix.


In contrast to broadcast media, one of the most substantial differences with and benefits of print media, articularly magazines, is that Multiple Choice

a. Print is more highly involved for buyers than broadcast, which is more passive in audience participation
b. Print media is a newer medium for advertisers than broadcast.
c. Print is more generic and universal than broadcast as a vehicle to reach the audience.
d. Magazines are a larger factor in total advertising dollars spent than is television.
e. Magazines have a very local reach in contrast to broadcast, particularly TV.
f. In a luxury product category as the pen and desk sets are, one of the distinct advantages is permanence.

Answer 1

The appropriate choice for an Integrated Marketing Communications (IMC) manager in allocating funds to print media, particularly magazines, for luxury pen and desk sets could be: f. In a luxury product category as the pen and desk sets are, one of the distinct advantages is permanence.

The IMC manager chooses print media, particularly magazines, for luxury pen and desk sets due to the distinct advantage of permanence. In a luxury product category, where conveying quality and features is crucial, magazines offer a lasting format.

The tangible nature of print media allows for detailed and visually appealing presentations, resonating well with the elite and international target market.

Unlike broadcast media, the permanence of magazines ensures a more extended exposure to the carefully crafted content, enhancing the product's aspirational and enduring image. This strategic choice aligns with the nature of luxury items, effectively communicating their value and exclusivity to a discerning audience.

Option F will be the answer.