Explain the reasons behind the choice of media in a successful promotional campaign. (P4)

Explain the reasons behind the choice of media in a successful promotional campaign. (P4)

1. Consider the target audience e.g. demographics, interests, geography etc

2. Promote nationally e.g. papers, tv etc. Look at the difference between terrestial e.g. ITV, Satellite/Digital channels

3. Promote locally e.g. papers, cinema etc

4. Consider international methods e,g, Vogue, Rolling Stone etc.

5. Specialist trade magazines e.g. the grocer, retail week

6. Disintermediation, look at communicating with customers one to one via the internet (cutting out the middle man) Can include individual e-mails (direct marketing), tracking purchase history etc.