Burger King

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Burger King|
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BA330 Marketing Communications|

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Burger King|
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BA330 Marketing Communications|

grantham university

October 4, 2012
Felix E Rivera
grantham university

October 4, 2012
Felix E Rivera

1. Do you think using an alternative digital media approach to reaching the target audience would be a long-term strategy or is just a short-term tactic? In our case study reading, Burger King uses the Facebook social network as their alternative digital media approach to reach the target audience with great success. So much so, that "Burger King has earned the reputation of 'king of viral marketing' for repeatedly showing the ability to generate online buzz and create media attention for its entertaining Web campaigns" (Michael Dahlen, 2010). This is a clear indicator that this marketing approach is a long-term strategy for Burger King. There isn't much not to like about the strategy that Burger King is using. Digital marketing has proven recession-proof in the times of global economic slowdown, especially when traditional marketing tools like newspapers and radio have proven helpless. Digital media marketing strategies are far more cost-effective than the traditional marketing media tools and in this case it was just a matter of setting up a Facebook page. Because digital marketing media strategies have a high degree of measurability, Burger King used that to their advantage to track how many people visited their Facebook page during the ‘Whopper Virgins’ marketing campaign actually “sacrificed” friendships to earn a free Whopper sandwich. Even if the campaign didn’t garner any attention, the lesson learned makes designing future target-oriented digital media marketing program easier. 2. What are the main advantages of this sort of interactive media? Digital media marketing tools are more accessible to the audience. Digital media marketing is everywhere in our daily lives mainly because of the use of mobile phones and...
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