Know-How Exchange : Advertising/PR

Hybrid channels should be understood as mixed ones. A company decides to sell to consumers via multiple distribution systems i.e. stores, telemarketing, website.

Adam

Hi

A hybrid Channel is defined as one of many set up to promote a brand to different market sectors, but set up by the same brand owner. They engender conflict in the marketplace, but used correctly can stimulate cooperation between the different marketing functions managed by a principal. See:

https://www.ingentaconnect.com/content/mcb/080/2002/00000017/00000005/art00...

A hybrid Chanel on the other hand is a famous brand name fragrance which has been mixed with something which does not belong to the Chanel brand and as such will get the perpetrator’s ass sued off the planet!

Unless that is you happen to be an opinionated model called Kiss Chanel, in which case, by virtue of a nifty bit of Deed Poll name changing, you can get as much publicity as you like whilst threatening Armageddon to anyone who disagrees with you. Rather an amusing site though!

https://kisschanel.com/

Regards


Steve Alker
Unimax Solutions

thank you steve and adam
but i would like to know how would u really be selling ur product when u call ur self a hybrid channel, a media hybrid channel? can media channels do that

I guess that the tangential advertising employed by the cigarette companies are but one example of this, but you would be wise to check that it meets the definition you are seeking (Marketing definitions are not so set in stone as the etymology of a word in a respected dictionary!)

Anticipating the total ban on advertising in the UK, the major brands went for images which equated to their fags. (It’s a UK term for a ciggie, not a rent-boy!) So Silk Cut utilised white silk or other cloth, slashed open to reveal a purple backing and Benson and Hedges went for intricate designs of gold blocks. Now, any advertising of any associated product (Pens, diaries, luxury goods etc) employing these images are, at least for the time being associated with the cigarettes.

Likewise products associated with a brand, and cross selling fall into this category. If the latest kids cartoon characters are “Given Away” with a kids meal in a fast food joint in order to tempt children to die early of obesity, one is tempted to ask the question, “Which product is the hybrid marketing channel for what?”. The studio’s want the pulling power of McDonalds to get the kids to pester the parents to let them see the film. Their merchandising marketers want the revenues from the tacky little models. And the fat-food places want the association with a popular film, paying for their junk food adverts on the trailers shown at the cinema complexes.

There are of course much more subtle examples, but I’m not such a B2C expert to be able to expound on it. Interestingly, in B2B marketing there appears to be a form of hybrid marketing where a manufacturer with a strong client base is encouraged to take on a complementary product from another manufacturer in order for the other supplier to capitalise on the established client base of the manufacturer to gain market share.

The manufacturer gains incremental sales albeit at a lower margin, but for little in the way of original marketing or sales effort. The problems arise due to cannibalisation of sales, where the third party product eats into a finite purchasing budget from their customers, but does so at a lower gross margin contribution to their profits. In addition, few products are truly complementary and some may eat into the manufacturer’s own product sales, again at a lower profit margin because they will do at least some of the same job. It’s a tricky balancing act!

Hope that this helps, but do seek clarification on the areas where I express doubt over my interpretation of the definition of hybrid marketing to which you allude.

Regards

Steve Alker
Unimax Solutions

thank you steve, your interpretation makes sense to me coz we are to open a channel of the hyvrid sort so this requires a sensible approach to the marketing plan. your forst post was a bit vague.

hi kamil

r u referring to a tv channel that is a hybrid of news channel, music channel etc.??? or a hybrid of terrestrial and satellite transmission

all most of the channels in South Asia are a hybrid except a few like Mtv, NDTV 24x7 etc. even pakistan's Geo is a hybrid channel in terms of its program content as it has sports, news, entertainment etc.

cheers!!

YES MUSUHFIQUE THANK YOU ONCE AGAIN AND I WAS REFERING TO A TV CHANNEL WHICH IS NEWS, A BIT OF SPORTS LOT OF DRAMA SITCOM AND MUSIC AS WELL.

SO DO WE ALSO GET HYBRID BY HAVING TO USE DIFFERENT MACHINES AS WELL, LIKE 2 DIFFERENT VISUAL SIZES, BY THAT I MEAN 16:9 WIDE SCREEN AND THE OTHER WOULD BE THE USUAL?

thank you guys, so hence its quite clear that one can really built a marketing/business strategy with the technologies.