Case Study Homework: Pepsi-Lipton Brisk Essay

Questions1. Should Brisk be advertised on prime age TV or with viral ads in the months following the Super Bowl ad? What be the benefits of each media What ar the costs? In this case, since the budget is limited, the viral ads are more doable for Brisk. The benefits of TV ads* Broader audienceTV has wear mass appeal than other forms of advertising for a number of reasons. al virtually watch the TV to stay abreast with the latest financial information, piece of music others simply enjoy viewing comedy shows, dramas, sport shows and virgins. This is a spectacular way to advertise your goods and products as it rages a wider audience from different backgrounds.* It is intrusiveWhile some consider intrusiveness as harmful, but for those convoluted in advertising its a great opportunity to reach the stain audience. Although some viewers may be offended by many commercials, many impart never miss their show aft(prenominal) the commercial. Therefore, this allows you to reach a wider audience.* A signifier of communication techniquesRadio advertisers are only able to appeal to those who have their senses of hearing. On the other hand, video recording uses both senses of vision and hearing. Appealing to the audience of both senses can champion to reinforce your campaign. For instance, a price is spoken on radio and thence made better on television. * Better viewing timeAccording to recent statistics, the average person watches TV for almost an mo every day, which is far more than one spends reading the magazine orlistening to radio. Unlike radio, TV viewers enjoy a variety of commercials without interruption whatsoever, thus it is a great way to reach the stern audience. Even though advertising is a flexible form of advertisement, it is around expensive than other advertising methods such as the radio. The benefits of Viral ads* lenient to execute. There are several methods of sending viral contents or passs and all of them are easy to do. Among tho se methods are sending email, instant messaging, and victimization web sites. Sending viral messages through these media volition not sop up much effort and time. * Low-cost. As compared to sending direct mails, viral merchandising proves to be cheaper and a more cost-effective method. With just a teeny investment on viral advertising, its power can reach purge hundreds of thousands of people as compared to spending the same amount of money to conventional advertising methods. That is because the only money to spend is for sending the initial manage of viral contents, then forwarding or replicating the message will not require additional costs anymore.* Good targeting. With viral marketing, in that location is a huge probability that the message will reach people that are interested in it. Since the concept of viral marketing is essentially dismissal on a message from a user to another person, most likely, the user will pass it to a person whom he knows will be interested in it. Thus, the percentage of wasted advertising, which is sending the message to the wrong market, will be reduced. * High and rapid response rate. Since viral marketing reaches a good number of the business target market, there is also a big possibility to have a high school turnover ratio. Even if the responses will not immediately convert into profits, there will still be huge traffic that the business will receive which is what most web owners want.2. How are ways in which target consumers view ads in each media different? Which differences discipline most to the protagonists? provide these consumer behaviors be factored into a single measure that helps the protagonists compare the benefits of each media? TV consumers view ads increasingly savvy at turning out TV ads, 50% of them skipped through most of the ads. Online consumers are interested in this new way of ad and only 29% of them skipped the online video ads. This figure just cannot become the single measure that help s the protagonists compare the benefits of each media because many other factorsinfluence the outcome of these media.3. Which of the four ad concepts should Mary Barnard and Marisol Tamaro choose? What elements matter? The by concept should be taken.The celebrity endorsement is the key out to success. The forth concept star black and white Claymation versions of popular celebrities or characters. The storytelling is the key in the online ads. The forth tell a well-known story and thats guarantee for expending and sharing.4. What does Mekanism mean by engagement? How do they fire to adjoin engagement with the brand using viral ads?The engagement refers to the viewers and the ones who share the online ad video. They have two main ways to increase engagement Storytelling and syndicating video online.Optional Readings* BMW vs. Audi The Best Media Plan on foursome Wheels? http//adage.com/ name/mediaworks/advertising-bmw-audi-media-plan/145990/ * How Little Brands Land Big Bang for t heir Buck http//adage.com/article/news/brands-land-big-bang-buck/230850/?utm_source=daily_email&utm_medium= newssheet&utm_campaign=adage * The Rush to Digital http//adage.com/article/small-agency-diary/digital-ad-strategy-lead-lower-brand-awareness/231800/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage * Nielsen Offers Cross-Platform Ratings http//mediadecoder.blogs.nytimes.com/2012/03/18/new-nielsen-ratings-to-measure-tv-and-online-ads-together/?scp=1&sq=Nielsen%20Cross%20platform&st=Search