A MarCom Matrix: Strengths and Weaknesses

Factor / Advertising / PR / Events / DR / SP / Internet / Placements
Intensity of effect / Low / Mod / High / High / High / High / High
Effect duration / Short / Mod / Mod / Short / Short / Short-long / Mod
Control / Total / Low / High / High / High / Total / Mod
Ability to target / High / Low / Mod / Very high / Mod / Mod / Low
Customizability of message / Mod / Low / Low-high / High / Low-high / Very high / Mod
Contribution to brand equity / High / High / Mod / Mod / Low / Varies / High
Credibility / Low / High / Mod / Low / Mod / Mod / High
Closes sale / Low / Low / Low / Mod / High / Mod / Mod
Trade acceptability / High / High / High / Mod / Very high / Problematic / High
Expense / High / Low / High / High / Mod / Mod / Mod-high
Accountability / Low / Very low / Low / Very high / Very high / High / Low
Effects / Recognition sometimes recall / Attitudes / Attitudes / Intentions / Behavior / Behavior / Attitudes
Audience participation / Low, passive / Low, passive / High,
active / High,
active / Mod / High, active / Low,
passive
Route to persuasion / Central / peripheral / Central / Peripheral / Central / Central / peripheral / Central / peripheral / Peripheral
Type of contact / Impersonal / Impersonal / Impersonal / personal / Impersonal / personal / Impersonal / personal / Personal / Impersonal
Greatest application / Broad, large TA / Credibility is vital / Image / Unique consumer needs / Encourage trial / Build relationships / Discourage attributions
Typical Sector / FMCG, B2C / IPO, B2B / B2C / Services / FMCG, B2C / Services, B2B / FMCG, B2C
Negative attitudes / High / None / None / Mod (junk mail) / Minimal / High (spam, pop-ups, etc.) / Minimal (ethically charged products)

Adapted from: Dickinson Don (2003), The New Account Manager, The Copy Workshop Chicago, IL.