edf40wrjww2CF_PaperMaster:Desc
{Foreword}
The following is Media Strategy for Burger King. The Media Strategy explains how messages are delivered to consumers. It involves identifying the characteristics of the target audience, who should receive messages, and defining the characteristics of the media. The analysis consists of the following sections, completed by the proceeding team member:
• Communications Objectives:
• Target Audience:
• Recommended Media & Rationale:
• Other Communications Tools to Be Used & Description :
• Continuity Recommendation:
• Gantt chart for 12 months:
{Communications Objectives}
Building brand image and awareness using integrated marketing communications is Burger King’s top goal. Burger King will target this towards men aged from 18 to 35. Our communication objectives will be achieved through traditional advertising such as Television, and print to dominate campaign and digital/interactive media such as web sites, online campaign and banner advertisement.
{Target Audience}
Burger King’s target audience is males, aged 18 to 35 who eat fast-food 9 to 16 times per month. While they are just 18% of Burger King’s customers, they account for about half of all visits to the stores. From the Market Facts Summary we know Burger Kings segments include:
• Segment one: Tweens who keep up with the latest fashion and music trends for their age group.
• Segment two: Blue collar workers who live very busy lifestyles, balancing children and possibly more than ...