First of all, my group mates and I decided upon BMW as our product of choice. We then proceeded to figure out how BMW would be best communicated through the many mediums that were on offer:
1. Radio (Hire a prestigious DJ or Celebrity to use Radio to invite the public to BMW showrooms)
2. Television (Use the latest BMW models in hip, urban television shows as Product Placement)
3. Mobile Phones (Send Bluetooth information and pictures when customers enter a showroom)
4. Pamphlet (Price, Specifications and Choices of cars to be included, then distributed around shopping malls)
5. Newspaper (A 3D advertisement to be made of a BMW car, as it’s the latest in cutting edge technology)
6. Billboards (Large BMW Logo, bold tagline that plays with humour and rivalry between other car companies)
We ranked Television as the most desirable distribution mode due to the wide network coverage that it offers, along with the broadest racial and age demographic. We decided the Pamphlet medium would be the least desirable distribution mode because of the nature of people to simply throw away pamphlets, even when they are aesthetically pleasing. We believed that the mode with the biggest communication advantage was the Billboards as the audience assuredly owns a car since he/she is already driving. This means that the audience is targeted better and the non-verbal nature is subtle, just like BMW (the brand) is. Meanwhile, the biggest communication disadvantage was the Radio because although the majority of listeners are drivers, many people dislike radio advertising and switch channels to another station to avoid such things.
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