UNIT 9 P4
Explain
the reasons behind the choice of media in a successful promotional campaign
The campaign I have chosen for this assignment
is the Skoda cake advert because I personally loved it and thought it was an
extremely successful and well-thought out advert. In this assignment I will be
evaluating and justifying the promotional mix as well as the marketing
objectives of the business.
One advantage of the Skoda campaign was that it
was distinctive and interesting. This is because it was unique and stood out
from other mainstream car adverts which are very much the same or similar. Yet,
Skoda decided to do a unique campaign which would intrigue customer. It was
unusual and not an advert that has been done or seen before. It attracted
existing customers as well as new customers especially couples over 35 because
people see car adverts every day and they all look the same yet this one is
distinctive and you know the advert was for Skoda when you see it because of
its exclusivity. People talking about the advert spread awareness of the brand
because everyone was talking about the campaign which made the brand stronger
because if people like the campaign they will want to do more research about
the car brand and may buy a car from there because they liked the advert which
is why campaigns are such an important factor in the promotional mix.
Additionally,
Skoda used different types of media to advertise their campaign. Examples of
the different types they used are; YouTube, TV, Magazines. At first the campaign
was launched on YouTube in 2007 and now, in 2016 it has 825000 views. Skoda
also advertised it on different TV channels such as ITV, Channel 4 and Channel 5;
this was successful with getting brand awareness and increased sales because
these are popular channels and popular timing's so therefore a wide range of
people would see it. This means that people would want to find out more about
the brand, as the advert is quite short therefore this gives people a chance to
find out information about Skoda. Skoda created a fudge freshener to give to
existing customers to entice them to buy more products from Skoda and to create
customer loyalty. By creating a fudge freshener, it links well with their cake
advert because it relates to the song in the advert and the cake itself. By
giving the freshener to existing customers it will make them tell people how
good the brand is and they will feel a sense of loyalty to the brand therefore
they will gain sales. Skoda have their own website where they advertise their new
sales, offers and other information relevant at the time. This is useful
because if people want to find out more about Skoda from the advert they can
easily access their website and find out all the information.
Skoda
won multiple awards for their cake advert. They won the Cannes Award, which is
an international award, The British Television Awards, and The Creative Circle
Award. These are all extremely popular award ceremony, which means that it is a
massive deal for Skoda to win those awards. This means that because they are
popular, a lot of people from a wide variety of people saw that Skoda won those
awards. Also, these were very unique awards to win, they aren’t like the usual
mainstream awards and this means that it will go viral because their different
awards. These made the brand stronger because it made it more popular and by
winning awards people gain awareness and increased sales because it gives a
reason for people to investigate more about Skoda. Being credited for Skoda’s
original campaign means that they have got asked to attend various other
advertising festivals.
On
the other hand, the Skoda campaign has disadvantages. A lot of cake was wasted
in the creation in the advert which is not good for public relations. Skoda
admitted to giving the left over cake mixture after filming to charity yet when
the advert filming was finished, Skoda realized that the cake had been under
hot lights constantly for 4 days which was deemed unfit for human consumption.
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