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P4 – Explain the reasons behind the choice of media in a successful promotional campaign
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P4 – Explain the reasons behind the choice of media in a successful promotional campaign
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TelevisionCost vs Coverage:
There will be costs that will arise when Nestle Shreddies carry out an advertisement or campaign via
TV when the company use the method to create brand awareness or to promote their Shreddies
cereal. This method is very expensive which is a downside of using TV as an advertisement tool
however, as a multinational company that have a lot of funds to use on TV. TV allow the business to
show their advertisement around the country and at whatever period of time they wish; Nestlé will
want to show their advertisement at 3 or 4 o clock as this is when children tend to come home and
watch TV; thus they are able to promote to their designated target market who are children . Nestle
were able to use TV method for promotion as its very effective and the businesses coverage is effective
as a wide amount of areas because people have TV all around the country so when their advertisement
was shown it is shown all over the country to their target market; Children and adults thus the business
was able to create brand awareness and will evidently increase sales of their cereal because more
people will buy their cereal. We can see that the businesses sales increased because in 2013 their sale
figure was £11,840m, this figure increased in 2014 to £13,046m.
Reach/Target Market:
TV is an effective method of reaching the businesses chosen target market as a lot of people all
around the country have TV’s so when the advertisement is when it will be shown around the
country with a lot of people seeing it including their target market. The advertisements will be
shown at specific times when their target markets are most likely to be watching TV. This method is
seen as more effective than radio this is due to the fact that more people tend to watch TV than
listen to the radio; Nestlé Shreddies used TV to reach out to their designated target market as this
method was very effective. They showed their advertisements at specific times to ensure their
target market were more likely to see it so when people tend to watch TV so in the evening when
people either got back from work or when children were watching TV after school as they are Nestlé
Shreddies chosen target market.
Frequency:
The frequency will depend on how big the business is and how much the business is worth; so what
time the business would want their advertisement to be shown. If a big multinational business choses
TV as a method of highlighting their product then they would want to choose a time on which their
target market will be looking at the TV. A disadvantage of this is that TV as a method can be very
expensive but as a big business they would have the funds. A smaller business would not be able to
use TV as a method as they wouldn’t have the funds and it wouldn’t be worthwhile for them as they
are a small business and don’t necessarily offer their services to a wide range of people. An advantage
of TV is that its effective in highlighting a promotion or campaign to a target market or to a hug amount
of people because as highlighted many people across the world/country have a TV as there is a lot of
people that will be able to see their advertisement . Nestlé Shreddies chose the correct time, to show
their advertisement on TV so that their target market would see it; they chose to show it in the evening
or when children would to be watching TV who are Nestlé target market. Alongside this, they also
show the advertisement later on in the evening at 8/9 when adults were also watching TV as they are
also part of the target market for Nestlé Shreddies cereal. They were able to use TV as a method as
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