Bran Stefan Decode Jay Z
FINAL EXAM PART 1
1. The target audience for Droga5 website is young people, also referred to as Generation Y. They realize the importance of covering the young market, the main group of internet users, all around the world.
2. The promotion methods used in Bing are Mass Selling, targeting a large market in different cities worldwide. Advertising was the main form of selling in this case, Droga5 placed Jay Z’s book pages from billboards to unique collectable items with the Bing logo. Sales promotion, by creating an integrated online game that included the use of Bing searching maps to assemble “Decoded” book digitally. The marketing company’s publicity in this case was raised by all the media that got involved, including every major news outlet, cultural influencers, and even other celebrities. The use of publicity was very effective because Bing became part of public conversation, the campaign earned 1.1 billion global media impressions.
3. This campaign objective is to Increase Bing relevance and to generate awareness with their young audience and to engage more consumers with Bing’s new mapping software. The goal of this campaign was also to promote new Jay-Z autobiography, Decoded. Overall, the campaign provides information for the new customers, and also reinforces the brand building strong relationships with users.
4. Droga5 campaign has a positive effect on building and reinforcing the client brand, connecting Bing to the modern culture through entertainment, music, and art. The campaign created a media value two times the investment, generated nearly one billion media impressions and increased Bing’s market share to the highest percentage since its launch in 2009.
5. The media types used in this campaign are: Internet, where famous people are tweeting about the campaign (Trey Songz, Ryan Seacrest, Snoop Dog); on magazines we can found articles related to the campaign (The Wall Street Journal, The Guardian, Rolling Stone Magazine); TV and cable where we
1. The target audience for Droga5 website is young people, also referred to as Generation Y. They realize the importance of covering the young market, the main group of internet users, all around the world.
2. The promotion methods used in Bing are Mass Selling, targeting a large market in different cities worldwide. Advertising was the main form of selling in this case, Droga5 placed Jay Z’s book pages from billboards to unique collectable items with the Bing logo. Sales promotion, by creating an integrated online game that included the use of Bing searching maps to assemble “Decoded” book digitally. The marketing company’s publicity in this case was raised by all the media that got involved, including every major news outlet, cultural influencers, and even other celebrities. The use of publicity was very effective because Bing became part of public conversation, the campaign earned 1.1 billion global media impressions.
3. This campaign objective is to Increase Bing relevance and to generate awareness with their young audience and to engage more consumers with Bing’s new mapping software. The goal of this campaign was also to promote new Jay-Z autobiography, Decoded. Overall, the campaign provides information for the new customers, and also reinforces the brand building strong relationships with users.
4. Droga5 campaign has a positive effect on building and reinforcing the client brand, connecting Bing to the modern culture through entertainment, music, and art. The campaign created a media value two times the investment, generated nearly one billion media impressions and increased Bing’s market share to the highest percentage since its launch in 2009.
5. The media types used in this campaign are: Internet, where famous people are tweeting about the campaign (Trey Songz, Ryan Seacrest, Snoop Dog); on magazines we can found articles related to the campaign (The Wall Street Journal, The Guardian, Rolling Stone Magazine); TV and cable where we