The Dynamic And Revolutionary Changes Of The 21st Century

2470 WordsMar 22, 201610 Pages
The constant dynamic and revolutionary changes of the 21st century (belch & belch 2015) has been creating countless impacts on the diverse realms of our lives, directly or indirectly affecting the associated business worlds also, due to which, different business kingdoms are swelling up their products and services to earn the steady patronage of consumers and are applying various media tactics to instigate them to choose their inventions over their competitors. It has become a battleground, where every brand wants to create campaigns with neck-to-neck fight to their competitors to outshine in order to survive this ever-evolving world. The above situation is evident in the Australian Telco industry also. This industry is ruled by…show more content…
With the marketing objective to increase footfall during the summer period (Nov–Dec) by 5%, Virgin Mobile planned to create a campaign that is more centric approach instead of a social approach. They created a media strategy of using their mobile app as the core of their campaign and crafted a mobile battleground where Australia could fight for the Virgin rewards, Telco glory and receive real Virgin rewards with the every paid, owned & earned touch points to perpetuate the gameplay and keep the warriors engaged in the battle. Figure 1: The screenshot of Virgin Mobile Australia: Game of Phones App. This media plan established on the common insight of their intended target market of mobile mad millennial, who uses mobile phones as their remote control to play life gaming for an average of 8-11 hours per week. Just as the purchase decision making of the marketing strategy initiates with the needs and wants of the consumers (belch & belch 2015), similarly the media strategy also requires the insights of consumers for the use of specific media to fulfill their gratification. The selection of the particular target market can be analyzed based on the Uses and Gratification theory by Blumler and Kats (1974), which suggests that audiences are actively responsible to choose their own media, based on the interpretation of their needs and integrate it with the media to fulfill their specific
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