Practitioners' Gratification toward Marketing Communication Channels
-Media Niche Analysis
Park, Jong-min(Assistant Professor, The School
of Journalism & Mass Communication, Kyunghee University)
This study follows general frame of media niche analysis
for media audiences gratification sought and gratification
obtained. Yet, while the past studies have been mainly
focusing audience gratification for media use, this
study researched advertising and PR practitioners' gratification
for marketing communication channel mix. For this niche
study, niche breadth, niche overlap, competitive superiority
were adapted from the previous media niche study and
the following definitions about population, environment,
resources were used.
The marketing communication channels researched in
this study were television, newspaper, radio, magazine,
internet, outdoor ads, direct mail, and face-to-face
marketing. First of all, four factors of advertising
and PR practitioners' gratification for marketing communication
channel mix such as attitude change, deliberation and
creation of image, media richness, cost have been found.
Regarding attitude change, TV and outdoor had high niche
breadth. While TV has higher niche breadth of deliberation
and creation of image than other marketing communication
channels, internet and direct mail have high niche breadth
of cost. Especially, compared to other channels, internet
has high niche breadth and overlap in terms of cost.
It means it has diverse availability for effective marketing
channel mix.
key word : media gratification niche theory, marketing
communication channel mix, niche breadth, niche overlap,
competitive superiority
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