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Unit 9 P4 - Explain the reasons behind the choice of media in a successful promotional campaign
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Unit 9 P4 - Explain the reasons behind the choice of media in a successful promotional campaign
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Unit 4 – Creative product promotionPass Criteria 4
P4 – Explain the reasons behind the choice of media in a successful promotional
campaign
Coca-Cola Life used more than one type of media for their promotional campaign, they used
newspapers1, television2, cinema3, billboards4 and the internet5. There are many different
reasons for picking different types of media when trying to create a successful promotional
campaign. The decision needs to be made by keeping in mind seven different factors, these
factors are objectives of the campaign, budget vs coverage, target audience, focus of
appeal, readership, timing, and circulation.
The objectives of the campaign need to be taken into account to ensure that the
advertising campaign does what it is meant to do. Coca-Cola Life’s campaign objective was
to introduce people that live in the UK to the product. An introduction needs to show
people the product and show the unique value proposition, this would help to ensure that
people know that the product exists and why they should have it. The initial spreading of
awareness doesn’t need to be overly complicated otherwise people would end up being
bombarded with information that won’t be memorable which would result in an
unsuccessful campaign. Coca-Cola Life used many types of media for their promotional
campaign (as mentioned above) this was to ensure that they were able to spread awareness
to many different people that live in the UK.
The budget vs coverage needs to be kept in mind to ensure that the financial outlay isn’t
wasted and to make sure that the campaign results in people wanting to spend money
buying the product. Coca-Cola is a big company so it can invest a lot of money in launching a
new product, although they do not want to be spending money to advertise in or on places
where not a lot of people will see it. For example, Coca-Cola would not bother using
directories to advertise their product because it is very easy for adverts to get lost with all
the adverts because there can be a lot of clutter and there has to be set format that the
advert has to be in which is unlikely to conform to the way that they want their Coca-Cola
Life advert to be.
Target audience can be a big deciding factor on the media that is used by companies. Coca-
Cola wanted their new product to be appealing to as many people as possible so they ended
up targeting a lot of people to try and gain new customers. Targeting lots of different types
of people can be an expensive task, although the internet can help as a lower cost addition
to the marketing campaign. Additionally, use of national newspapers helps Coca-Cola
market to many different people and also covers an age-range that may not have open
access to the internet.
Coca-Cola also wanted to ensure that they targeted people that wanted to try a healthier
alternative to normal Coca-Cola, they kept this mind whilst advertising as different regions
are more health conscious than others. Use of television, cinema, and billboards mean that
Coca-Cola can change the adverts per region and even not spend money to advertise in
certain areas because they don’t feel that enough of the target audience will see the
advertisement.i
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