Creating a Marketing Mix

Paper Summary:

This paper discusses how establishing an effective media mix for business to business (B2B) media plan is, or should be, a carefully planned task that incorporates a considerable amount of research and reference to existing literature relevant to the product, services, or relationships being marketed. Companies must take careful consideration of all their media advertising options and incorporate only those that offer the greatest return on investment, rather than rushing pell-mell to solely the internet with all its allure of instant gratification. The paper further discusses how while print advertising seems to be in decline, rather than in its death throes, as some researchers would have it, it is still a highly visible and effective option given the appropriate product, service or relationship.

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