The channel factor is the second communication input factor that we discussed in this class. On the one hand, channels are a straightforward concept that probably reminds you of those daily media venues you are exposed to, from TV, radio, internet, newspapers, to social media. On the other hand, they also go beyond just media but also include interpersonal channels, group channels, community channels, and so many more. In particular, as we discussed this week, channels have a place and time anchor, which, together, let us decide when will be the best time and place to reach our audience. Meanwhile, in order to design an effective channel strategy, we also need to know about the difference between reach and frequency, as well as how much budget we can afford.
Overall, has any of these concepts come new for you? Why or why not?
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