P4 unit 9
P4
The most important reason why certain media methods will be selected is the target audience.
In every promotional campaign should the target audience be at the centre of the campaign. This is because a company would like to target their target audience with the promotional campaign. Therefore an agency will start with defining the target audience. As second they will consider on how to reach this target audience. a lot of questions will rise when we ask : How to target a particular target group?
Where are they located?
What are their interests?
These important questions that need to be answered so that the company will have success, for example a tv commercial for women perfume won’t be efficient under a program such as Top Gear what is mostly loved and watched by men. In general the answer to the question: why are certain media methods are used is simple; these media methods fits the target audience.
How the selection and use of media contributes to a successful campaign
1. Budget – costs vs coverage
The budget has a lot to do with a succesfull campaign, the budget will determent witch media methods are available. For example a small company will not have enough budget for a TV commercial.
2. Promotional and campaign objectives
The objectives are also a big issue in the choice of media and therefore the promotional objectives contribute to a successful campaign. The media that is chosen must ensure consistency with the overall objectives. The objectives are a big deal, for example if a company wants to create 50% brand awareness amongst the whole Dutch population.
If this is their objective they could use TV commercials. But a local car dealer could better use the local paper to sell his cars. The choice with media to use is about 3 main issues:
- Coverage, the percentage of people within the target audience who might see the promotional message during a certain time period.
- Frequency, the number of times people within the target audience will see the
The most important reason why certain media methods will be selected is the target audience.
In every promotional campaign should the target audience be at the centre of the campaign. This is because a company would like to target their target audience with the promotional campaign. Therefore an agency will start with defining the target audience. As second they will consider on how to reach this target audience. a lot of questions will rise when we ask : How to target a particular target group?
Where are they located?
What are their interests?
These important questions that need to be answered so that the company will have success, for example a tv commercial for women perfume won’t be efficient under a program such as Top Gear what is mostly loved and watched by men. In general the answer to the question: why are certain media methods are used is simple; these media methods fits the target audience.
How the selection and use of media contributes to a successful campaign
1. Budget – costs vs coverage
The budget has a lot to do with a succesfull campaign, the budget will determent witch media methods are available. For example a small company will not have enough budget for a TV commercial.
2. Promotional and campaign objectives
The objectives are also a big issue in the choice of media and therefore the promotional objectives contribute to a successful campaign. The media that is chosen must ensure consistency with the overall objectives. The objectives are a big deal, for example if a company wants to create 50% brand awareness amongst the whole Dutch population.
If this is their objective they could use TV commercials. But a local car dealer could better use the local paper to sell his cars. The choice with media to use is about 3 main issues:
- Coverage, the percentage of people within the target audience who might see the promotional message during a certain time period.
- Frequency, the number of times people within the target audience will see the