A well written, detailed assignment which meets the criteria for P2 M1 D1 - Unit 9 Creative Product Promotion. BTEC Level 3 Extended Diploma in Business.
Creative product promotion
In this assignment I am going to discuss the reasons behind the choice of media in a
successful promotional campaign.
When apple were advertising the “shot on IPhone” campaign, they used different Medias to
try and reach as many audiences as possible. Some of the type of medias are; television,
billboards, busses, magazine, internet and social media such as Instagram, YouTube and
Facebook. The reason for Apple using all these different types of Medias is because they
know not everyone will be using the same things so they needed a range of Medias to
ensure that the majority of their targeted audience have seen the advertisement.
These types of Medias vary from being international to regional but keeping in mind what
are in the adverts have the same contents. The television, social media and Facebook
medias are examples of international. This is because they can reach people who are in
different countries at the same time as us.
The billboards, magazine and busses are examples local medias. They are local because the
people who those adverts will reach will only belong to the people of that area. For example,
the ones on the busses only the people who frequently use busses on that area will see the
adverts. The reason for the different use of media types is because of the different targeted
audience.
When Apple was choosing the medias to advertise through, they looked for the advantages
and disadvantages of the media and then choosing the best. As they are a global company
and the world’s most valuable brand, they had a lot of money at their disposal. So they were
able to be flexible with the amount of
medias they could use.
The advantage of using television advertising is because Apple know that visual stimulation
captures the attention of audience members, and effective storytelling conveys the benefits
of a brand. They also know they could demonstrate the company’s products in the advert.
Therefore, after people have seen the advert they are more likely to feel a connection to
what is being advertised and they are more likely to go and find more information about
them.
The advantage of Apple using billboards as another example of media is that it is free to the
to the audience. They don’t have to pay anyone to view the message, they are also
guaranteed to reach more people faster and cheaper than a magazine. They may also leave a
lasting image to the viewer when bright colours and key messages are there. Their size helps
too.
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