While traditional marketing methods are the cornerstone of any organization's growth, creativity, and innovation, within traditional marketing is a definitive way of energizing any business offering. By being innovative and creative in its marketing efforts, an organization lends itself to being seen as dynamic, open to feedback, and always improving its offering.
In your initial post, answer the following:
Select two forms of traditional marketing channels from the following: TV, radio, print, and outdoor.
What is the appeal of each of your chosen channels to these target audiences? Ground your response in research and rich detail.
Baby boomers
Generation X
Millennials
Generation Z
Based on your selection, describe one creative or innovative form of traditional marketing you have personally encountered.
How did this creative or innovative approach influence your purchasing decision?
Share two "top" ideas to be considered for marketing the brand connected to Milestone Two in Module Six and explain your rationale.
Include one idea each for the following areas: consumer research and SEO.
Generation X: Gen X is a hybrid generation, comfortable with both traditional and digital media. They still consume a significant amount of traditional TV, especially live sports and news, but they are also avid streamers. The appeal of TV for Gen X is its ability to provide both information and entertainment as a background medium while they multitask. They are receptive to ads that are authentic and direct, without excessive fluff, and that align with their life stage of managing family and career.
Millennials: While Millennials have largely shifted to streaming platforms, TV advertising still reaches them, especially via CTV and ad-supported services. They have a higher receptivity to ads on CTV platforms, viewing them as more relevant and of higher quality than traditional cable ads. The appeal lies in the ability to watch content on their own terms, and they are more open to ads that are entertaining, story-driven, and seamlessly integrated into their viewing experience.
Generation Z: Gen Z is the most digital-native generation, with a strong preference for mobile-first content. However, they are not immune to TV advertising. A significant portion of Gen Z watches content on CTV, and they have a high tolerance for ads on these platforms, especially during long-form content like movies. The appeal here is the perceived authenticity and trustworthiness of traditional broadcast ads, which they often view as more credible than the "clickbait" and misinformation on social media.
Radio Advertising
Radio's strength lies in its ability to target specific demographics through format and time of day.
Baby Boomers: Radio is a beloved medium for this generation, particularly during their daily commutes or as background sound at home. They are loyal listeners to talk radio, news, and classic music stations. The appeal is its convenience and the emotional connection they have with their preferred stations and hosts, whom they view as trusted companions.
Generation X: Gen X has a strong affinity for radio, having grown up with it as a primary source of music discovery. They are the top consumers of radio during commuting hours. The appeal is the nostalgic connection and the curation of music and content by a trusted personality. Radio ads can be particularly effective for this group when they are clever, humorous, and align with the station's specific format.
Millennials: Many Millennials are frequent podcast listeners, but a notable number still tune into traditional radio. The appeal for them is the local, community-focused content, especially during morning and afternoon drive times. They are receptive to ads that are brief, to the point, and provide valuable information such as local events or discounts.
Generation Z: While Gen Z listens to a lot of on-demand audio via streaming services, a small but growing number are rediscovering traditional radio, often through digital simulcasts or as a background medium. The appeal is less about the ads and more about the cultural context, such as live DJ mixes or niche talk shows that align with their interests
Sample Answer
The Appeal of Traditional Marketing Channels by Generation
From the traditional marketing channels, I have selected TV and Radio. While digital media has grown, these channels still hold significant influence, particularly when used creatively.
TV Advertising
TV advertising, whether through linear broadcast or connected TV (CTV), remains a powerful medium. Its appeal varies greatly by generation.
Baby Boomers: For this generation, TV is a cornerstone of their daily media consumption. They grew up with TV as the primary source of entertainment and information, and they continue to spend the most time watching live, linear television. The appeal lies in its familiarity and trustworthiness; TV commercials are often seen as more credible than digital ads. Ads that evoke a sense of nostalgia, feature relatable actors, and focus on clear, problem-solving benefits resonate deeply with this group.