Advertising media selection - Essay Example

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Advertising media selection

Advertising will provide the Starbucks the opportunity to maintain a competitive advantage in coffee market,as well as maintain the brand value.Successful advertising is based on media plan,goals of the advertising,the target audience and the budget and time span. The facts preceding the need for the media plan and advertising include the concern for growing coffee retailers thus increased competition, and due to the recent concentration on expansion, the management is concerned about potential brand devaluing. Therefore, the media plan offers potential solutions to these two key issues, by providing a way to maintain critical market position, and brand value.The chosen media to use in placing the advertising include television, radio, newspaper, direct mail, and outdoor billboards. Television, radio, newspaper, and billboards will offer the opportunity to reach a wide and anonymous audience, which will especially be achieved by using the major daily newspaper, The Seattle Times, then one major radio stations KUOW-FM 94.9, and one major television stations. The direct mail will provide niche media focusing on a particular target audience, which is persons aged 25-50 years from middle/upper middle class. The heartbeat of any media campaign is the media outlet, because even if the message is well constructed and meaningful, without a delivery system that can attain the required impact the campaign becomes a waste of company money and time (Kelley and Jugenheimer 3). Considering this, the chosen media outlets have the required impact in reaching to a large audience. ...Show more

Summary

Advertising will provide the Starbucks the opportunity to maintain a competitive advantage in coffee market,as well as maintain the brand value.Successful advertising is based on media plan,goals of the advertising,the target audience and the budget and time span…
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