Notesale: Turn your study into money

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Edward Lynch
Explain the reasons behind the choice of media in a successful promotional campaign (P4)
There are lots of different types of media which business like Nike can pick but there are also a lot of
factors what they have to think about
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When Nike looks into these they will have to consider the following, the
budget, what channels, how often, what time and what are they trying to gain for the media choice
...
out of all the media on offer I think that the
best media would be a TV advert
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The advantages of the a TV advert for Nike would be that
it will be seen by a large target market and they can use celebrity endorsement in it which again will
bring in more customers, the biggest disadvantage would be cost because for a 30 second advert it
costs around £600,000 which is a huge investment, but if the advert is right then they will make the
money back and it will be worth it
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This may be because that they will
not cover a large target market (apart from the radio) and people like to see the product in use and
you can’t do that with Radio, Newspaper or magazine
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The best option for Nike would be to have their
advert on a sports channel like “BT sports “or “Sky sports” and they could even do it on ITV during
the football or other sports
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I think that they should have the advert on between the times of 11am-5
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30pm to 10
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I think that by having these times Nike will be targeting the right people because they want to be
aiming at people of the ages of 12-30 because these people are the most likely to be active sports
people
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I have selected these times because I on the weekends there is
the football and they are between the times of 11 am and 5
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30pm to
10
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Also when doing the advert Nike will have to decide whether they are going to have a in-house
person doing it or are they going to pay extra and get an advertising agency to do it, both have
advantages and disadvantages
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Overall Nike had to look at the different options that it had and they had decided to go for a TV
advert that will be on 7 days a week but at selected times and they have taken in to account the
costs and they know it’s a risky investment
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The
company will need to think and get advice which advertisement option they wish to have, do they
need the expensive TV ads and Radio ads or can they have the cheaper print options
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This will be the best for
them because they want to reach a large audience and the only quick way to do this is by a TV
advert
Campaign/ promotional Objectives
Nike will have to make sure that the campaign is consistent with the objectives
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The target audience will see it regularly within that time frame which it will
be shown
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Target Audience
Nike has to find out what their target audience will be for the product that they are going to sell
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Focus of Appeal
The Agency has to decide how best to appeal to their target market for Nikes products and their ads
will contain information such as discounts and they may include celebrity endorsement
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Timing
The timing for Nike advert will be all year around because people need sports stuff all year but they
may increase the amount the advert is on during different periods of the year e
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Christmas
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Readership
For Nike the number of audience that have read/watched the publication can vary because more
than one person may be watching a single TV when Nikes advert comes on
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This helps the business
because it can show what the most popular products are
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 Also Nike online can include more information about a product and also give images of the
products (360 degree view)
 Nike invested in their website because the internet has grown and is becoming more
popular and therefore a good website is vital in order to keep up with competitors or gain
competitive advantage of the likes of Puma



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