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. ...
This encompasses the need for the message noting that the chosen message should "attract, inform, entertain, promote, convince, and sell the product" to the audience, hence should be attractive and interesting (Kelley and Jugenheimer 5). Setting the advertising goals provides the marketing team the opportunity to ensure the message will meet all its requirements. The advertising focuses on capturing a market segment for the Starbucks coffee products aged 25-50 years from middle/upper middle class families. The reasons for targeting this market segment are their potential to spend on branded coffee on an affordable market compared to up-scale branded market coffee.
Further, advertising will enable the coffee house retain the brand value and create customer confidence by showing despite the extensive expansion, the kiosk is still able to provide quality coffee products as the tradition. In addition, advertising will capture the concern of increasing retailers in coffee, which is significantly eroding the customer base, making it important to have a market niche, and build towards maintaining it.
The advertising will target the general populace, but offer a special emphasis on persons aged 25-50 from middle/upper middle class, who may not target the upper-scale retail shops but are willing to have brand coffee, such as provided by the Starbucks. The selling line will focus on showing this group that although coffee in upper market may be expensive; they can have the same excellent quality at a cheaper price that they can afford. The target audience will consider working people thus target them in the morning and evening.
The advertising will start with a