business
Case Questions
1Who is BK’s target audience and what are its communication objectives for that audience? Burger King’s audience is geared toward the younger crowd and low income familes. Burger King is trying to reach the younger crowd through the Internet websites such as www.subservientchicken.com and through comedy. An example of this would be the “King” running across the football field in the middle of a game. Also Burger King is geared toward low income families that are busy working and are on the go all the time. They’re communication to the audience is to get their food their way. People like places where they can get food anyway they want for a low cost and less hassle.
2Why is viral or buzz marketing effective? Analyze the design of the subservient chicken site’s message, including content, structure, and format. What can you conclude from this analysis? Buzz Marketing is cultivating opinion leaders and getting them to spread information about a product or service to others in their community (Armstrong/Kotler, G-1). The viral or buzz marketing strategy is effective because everyone that works within the strategy is very passionate about his or her work. Creating exceptional products, having exceptional service, engaging the public and creating a culture of advocacy can only achieve a good strategy. After viewing the website www.subservientchicken.com I have come to the conclusion that they are going to the comedy factor saying that you could get your chicken any way you like it. This is funny because on the website they have a chicken in a garter. Then there is also a space where you can type in “Get your chicken the way you like it, submit here”.
3Do the TV and viral elements of the Burger King Campaign work well together? What additional elements and media might CPB add to the integrated marketing communications campaign? We think that the virtual (internet) and the commercials go very well together. Both the
1Who is BK’s target audience and what are its communication objectives for that audience? Burger King’s audience is geared toward the younger crowd and low income familes. Burger King is trying to reach the younger crowd through the Internet websites such as www.subservientchicken.com and through comedy. An example of this would be the “King” running across the football field in the middle of a game. Also Burger King is geared toward low income families that are busy working and are on the go all the time. They’re communication to the audience is to get their food their way. People like places where they can get food anyway they want for a low cost and less hassle.
2Why is viral or buzz marketing effective? Analyze the design of the subservient chicken site’s message, including content, structure, and format. What can you conclude from this analysis? Buzz Marketing is cultivating opinion leaders and getting them to spread information about a product or service to others in their community (Armstrong/Kotler, G-1). The viral or buzz marketing strategy is effective because everyone that works within the strategy is very passionate about his or her work. Creating exceptional products, having exceptional service, engaging the public and creating a culture of advocacy can only achieve a good strategy. After viewing the website www.subservientchicken.com I have come to the conclusion that they are going to the comedy factor saying that you could get your chicken any way you like it. This is funny because on the website they have a chicken in a garter. Then there is also a space where you can type in “Get your chicken the way you like it, submit here”.
3Do the TV and viral elements of the Burger King Campaign work well together? What additional elements and media might CPB add to the integrated marketing communications campaign? We think that the virtual (internet) and the commercials go very well together. Both the