An extract from Kotaro Sugiyama and Tim Andree’s book The Dentsu Way explains a sophisticated new cross-communication strategy that the advertising company has pioneered.
We are often asked, “What is the difference between ‘media mix’ and ‘Cross Communication’?” Media mix is a term that has been used for many years in advertising campaigns. In most cases, the term “media mix” refers to the distribution of advertising budget or the combination of media that achieves the campaign’s objectives efficiently. In this context, “efficiency” means using a variety of media to communicate a message to as many consumers as possible (i.e., achieve maximum reach and frequency) at a minimum cost. The media mix approach can be a powerful tool when a company has an outstanding creative message that it wants to get across to as many consumers as possible, in order to maximize recognition of that message.
In this section, we will examine the differences in planning approaches and perspectives for media mix and Cross Communication, making reference to the four definitions noted earlier.
Four perspectives on media mix and cross communication
To solidify the contrast between traditional media mix and the Dentsu Cross Communication approach, it is helpful to compare them with respect to each of the four elements of the Cross Communication framework.
Target and media insight
First, we compare how we think about the target. In media mix, the “target” is often defined in terms of demographic characteristics like age or generation; for example, Ml is males aged 20-34, and M2 is males aged 35-49. This approach is effective when there are no significant individual differences in media environments, that is, in the degree to which information is able to penetrate among consumers. The Dentsu Cross Communication approach, on the other hand, emphasizes combined insight into both the targets and the media. We feel that the starting point for the creation of new ideas is to know what consumers are thinking and what they want, know the targets’ lifestyle values and media behaviors, and know the details of how they view and react to information — in combination.
Breadth and depth
Media mix places an emphasis on how efficiently the intended message can be carried across to consumers. The central concept is that if the message can be communicated to a larger number of consumers for the same cost, then the result will be greater recognition and a higher degree of purchase intent. Cross Communication, on the other hand, places an emphasis not only on reaching a broader audience, but also on resonating more deeply within consumers’ minds, in order to motivate those consumers to take action of their own accord. In Cross Communication, the goal of communication is to strike a balance between the “breadth” and the “depth” that tie into purchasing behaviors.
| Media mix | Cross communication |
| * Set the targets segmented by demographics, etc | * Emphasis on target insights and media insights |
| * Maximise recognition and purchase intent from a “communication efficiency” perspective | * Take into consideration both breadth (RxF) and depth |
| * Output media budget distribution | * Output communication scenario |
| * Focus on advertising media + PR + sales promotions + interactive communications | * Combine multiple contact points effectively |
The scenario: A path for consumers to follow
To maximize depth, or deeper penetration, of the marketing message toward getting action, there is a key additional dimension to the planning process. Media mix focuses on the volume and distribution of communication budgets that will maximize the efficiency of communicating the intended message. In contrast, for Cross Communication, the most important output is the “communication scenario” — the proposed action path or paths that will draw the target consumers outside of their Information Barriers, and motivate them to voluntarily launch themselves toward the product or the brand. This is a critically important concept in Cross Communication planning and will be covered extensively in the remaining chapters.
Contact point planning
There are also important differences between media mix and Cross Communication in the way that planning is implemented, particularly in terms of the media (or Contact Points) that are emphasized. Media mix most often starts out by looking for “efficient combinations” of advertising media, such as television commercials, magazine advertisements, and billboards or posters positioned outdoors or on major transportation routes. In Japan, this usually means on trains or in train stations. Sales promotions, PR activities, events, and interactive communications are then devised to run in parallel with this advertising.
For Cross Communication, the focus of planning is the Contact Points that link the consumer with the brand. The goal is to select from a wide range of Contact Points on many levels, but from a media-neutral standpoint. For example, planning might encompass a combination of mass media like television commercials and magazine articles, interactive media like Web sites, and in-store media like point of sale (POS) promotions. Together these media are used in a neutral and unbiased way at all levels of the consumer experience.
In short...
Media mix emphasizes the distribution of media that will communicate the message to the target most efficiently. It is effective in achieving breadth of communication.
The key to Cross Communication is using a core idea to create a scenario for effectively moving the target to action. Cross Communication becomes necessary when the company needs to motivate consumers to voluntarily launch themselves toward the brand.
