- What is the media strategy? Is it reach? Frequency? Both?
Why?
In determining the best combination of media strategies, it is important to strike a balance between Reach and Frequency. Moreover, each of these components also depends on the type of media used in advertising. The reach describes the total number of people who are exposed to the advertisement message at least once in a given time period, which is usually one month. Frequency on the other hand, is the mean numbers of times that people are exposed to an advertisement message during a given time frame, which is usually equal to the time reference used to define Reach; in any given situation (Smith et al, 2012). The advertising strategy of Coca Cola is tailored to coincide with the fluctuating sales that occur throughout different seasons. Therefore, the company does not have to advertise heavily all year round. Frequency and reach are hugely optimized during the November/December and the June - August periods (Smith et al, 2012).
- Which communications media will be the most effective for reaching your target audience?
- Explain the optimal timing and continuity of your campaign.
The timing of my campaign would be made to coincide with attention months of November/December, and June - August. November-December was chosen because this is the time of the year when people gather during the holidays to celebrate. The other time June to August is chosen because this time of the year is hot and people seek cold beverages to sooth their thirst (Smith et al, 2012).
- What support (secondary) media should be used? (PR, DM, trade shows, etc.) Why?
- Coca Cola is an established brand which is well known to a lot of people already. Support Media would include Bill Boards which would be erected at strategic locations, especially in areas where a lot of people aggregate. This would serve as a form of reinforcement to the message that is heard on Television. Also sponsorship of global, regional and local events would also help promote the brand of the company better.
• Research questions:
Please include examples of the types of research you will need to inform your strategy beyond what you have in your situation analysis. How would you get those answers? Remember to think about how you will measure the effectiveness of your strategy as well. - 10%
In order to further fine-tune the strategy, surveys can be carried out among the general population, using a sample population to determine if the strategy would be successful. Also, sales promotional events would also be embarked on to test the popularity of the brand. The response of people to the promotional event would determine the success or otherwise of the strategy. Another way is to organize local events using the brand name. The response of people in terms of attendance in the program and also active participation would also go a long way in determining the acceptability of the brand.
References
Cooper Smith, Steven Izen, Austin Taylor, & Taylor Wilson (2012). "Coca-Cola Media Strategy". <http://www.overtcollusion.com/iadvertising/2012/3/9/coca-cola-media-strategy.html>
Coca Cola Great Britain [homepage on the Internet]. No Date.[cited 2012.05.29]. Available from: http://www.coca-cola.co.uk/
Within An Arm's Reach of Desire - A Coca-Cola Great Britain case study[cited 2012.05.29]. Available from: http://businesscasestudies.co.uk/coca-cola-great-britain/within-an-arms-reach-of-desire/introduction.html
