Marketing communication: principles and practice

S E L E C T I N G M E D I A
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BOX 9.3
MARKETSPACE
is a virtual realm where products and services exist as digital information and are
deliverable through information-based channels. This is distinct from the traditional
notion of the physical world with its real consumers and their single and fairly stable
identities.
(See Rayport and Svikola, 1995).
BOX 9.4
THE RIGHT TO BRAND
When the 
Telegraph
(newspaper) ran advertisements for certain products under their
name rather than the name of the producer, sales of these 
Telegraph
-endorsed products
rose up to 36 per cent. By 1996, some 400 branded reader offers generated £15m in
sales turnover. Today, you may well receive a 
Telegraph
mail pack offering car and
house insurance.
The newspaper has moved from being merely an intermediary distribution channel,
i.e. a medium of communication, to become a retailer (product distributor) in their own
right who own a share of the customer relationship by exercising their ‘right to brand’.
The emergence of the media retailer, combining branding, media, and retailing, may
spell disaster or opportunity for providers – depending on how they reassess their
assumptions about market structure and modes of relating, competing, and cooperating. 
The functional roles are changing. Entertainment is now a service and part of
advertising. Information is a service and an element of advertising, as well as real-
time research. Communication may never have been so crucial for commercial
prosperity and social well-being.
(
Source
: Based on Mitchell, 1996).

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human and that marketplaces are geographically separated entities. New
media have forced a change in our way of thinking. The key concept is
interaction.