Sunsilk Products Marketing Case Study
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Channel Factor
The company also used the media to promote Sunsilk products such as print media and support media. For the print media Sunsilk product used magazine for the advertising and for the supporting media the company used interactive marketing.
5.2.1 Print Media
The print media are not intrusive like radio and TV, and generally require some effort on the part of the reader for the advertising message to have an impact. (Belch & Belch 2007, p. 377) The print media consist of magazine and newspaper, which are Go Girls and Cosmo Girls. Sunsilk product used magazine as the media to promote the product starting from June 2009 until December 2009 because nowadays, many young adult likes to read magazine rather than newspaper because the content was more attractive, more creative, and more colourful and the consumers will not get bored and easy for them to see the product packaging. The advertisement will be located on the coversheet behind of the magazines, even though putting there will be more expensive, but more people would see it through clearly. We used Go Girls and Cosmo Girls as the media to promote the product because these both magazines is talking about fashion, beauty care that was needed by the target market which is young adult. The advantages of using magazines are selectivity. Magazines are the most selective of all media except direct mail. (Belch & Belch 2007, pp.380) In magazines, the marketer can select what magazine that the marketer wants to put the Sunsilk product to magazines. A second advantage is reproduction quality of ads. Magazines are generally printed on high-quality paper stock and use printing processes that provide excellent reproduction in black and white or colour. (Belch & Belch 20007, p. 382) The other advantage of magazine is permanence, which is long life span. (Belch & Belch 2007, pp.384) If we put the advertisement in magazine it is can have a long life, because even though the product not become trend anymore, the product advertisement still stick in that magazine, different with other media likes TV, radio and newspaper. If other media like TV and radio its only have short life span because in the beginning, if the product is trend and it will advertise three times in one week and if the product not trends anymore the products will advertise may be one times in a week, so that TV and radio have short life span. Other media likes newspapers also have short life span because newspapers are generally discarded soon after being read. This advantage of magazine that have good quality, it can make benefit for the product because when the consumers went to salon and the magazine already last one month, they still can read it. Nowadays, the target market, which is young adult, likes to read magazine than newspaper. The target audience will give response about the advertisement in magazine. The disadvantages of using magazine are costly. The costs of advertising in magazines vary according to the size of the audience they reach and their selectivity. (Belch & Belch 2007, p. 387) If we want to advertise, the product in magazine is quite expensive because every place that we want to put the advertisement have different price. The price is depending on the size, colour, and place. The other disadvantage is long lead-time. Most major publication have a 30-60 days lead time, which means space must be purchased and the ad must be prepared well in advance of the actual publication date. (Belch & Belch 2007, pp.389) The magazine not publishes everyday; this media only publish once a week or once