Media Strategy Review the following link httpinterbrandcombe

Media Strategy

Review the following link: http://interbrand.com/best-brands/best-global-brands/2015/ranking/

Choose a brand from this list .

Choose at least two media that are used by the brand.

Describe the marketing communications strategy used by the brand in its advertising. If you were the manager in charge of this marketing communictaions strategy would you change anything?

Finally, do the ads meet the CAN requirements -connectedness, appropriateness, and novelty?

Solution

Answer :-

Deciding on a marketing communications strategy is one of the primary roles of the marketing manager and this process involves some key decisions about who the customer is, how to contact them, and what the message should be. These questions can be answered using a three stage process, which is equally relevant for all elements of the marketing mix:

Segmentation :-
Dividing the marketing into distinct groups

Targeting :-
Deciding which of these groups to communicate with, and how to talk to them

Positioning :-
How the product or brand should be perceived by the target groups

Messaging :-
Delivering a specific message in order to influence the target groups

The relationship between an advertiser and their agency of record is unique. Unlike other suppliers that support a business, agencies are looked at as strategic partners, where both parties work closely together and are incentivized, based on mutually agreed upon business objectives. To ensure this partnership remains healthy and strong, advertisers must implement the appropriate measures to properly evaluate their agency partner(s) on a regular basis. There are varying approaches that can be taken to managing agency relationships. These can differ based on where you are in the agency lifecycle, the importance of an agency to a particular brand or the organization as a whole, and the services provided by the agency.

If i were the manager in charge of this marketing communictaions strategy are :-