Media Strategy Burger King

1588 Words Oct 10th, 2008 7 Pages
{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
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{Other Communications Tools to be Used & Descriptions}

Public Relations: Currently, Burger King is in partnership with the Public Relations Firm Coltrin & Associates. They utilize executive leadership and communication teams to convey the vision, strategy, and consumer messaging in a highly visible and credible way. Burger King will work with this PR firm to always promote the Burger King image and to help with the media if legal or controversial issues arise.

Shows/Exhibits: Burger King sometimes uses in-store exhibits to attract a diverse crowd. For example, a Burger King in Kayenta has a Navajo Code Talkers Display which illustrated the Navajos ability to code tactical messages in World War II. Exhibits such as this will hopefully get new customers or stimulate old customers to come back.

Personal Selling: Burger King uses personal selling when consumers purchase food at their locations whether it be in the drive-thru or in-store. Asking questions, for instance, if customers would like to try a new featured item or add French fries or onion rings to their order engages the consumer in personal selling. The consumer wanted to make a purchase and Burger King made a sale using personal communications.

Promotions: Promotions such as the recent Indiana Jones movie include posters around their store, on their website and include a “Kingdom of the Crystal Skull” toy in the kid’s meals. The partnership promotion is to get consumers excited

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