Case Study Homework: Pepsi-Lipton Brisk
Week 10: Integrated Marketing Communications
Reading: * Marketing Management Chapters 17, 18 and 19 * Case: Pepsi-Lipton Brisk
Questions:
1. Should Brisk be advertised on primetime TV or with viral ads in the months following the Super Bowl ad? What are the benefits of each media? What are the costs?
In this case, since the budget is limited, the viral ads are more doable for Brisk.
The benefits of TV ads: * Broader audience
TV has better mass appeal than other forms of advertising for a number of reasons. Some watch the TV to stay abreast with the latest financial information, while others simply enjoy viewing comedy shows, dramas, sport shows and news. This is a great way to advertise your goods and products as it reaches a wider audience from different backgrounds. * It is intrusive
While some consider intrusiveness as harmful, but for those involved in advertising it’s a great opportunity to reach the target audience. Although some viewers may be offended by many commercials, many will never miss their show after the commercial. Therefore, this allows you to reach a wider audience. * A variety of communication techniques
Radio advertisers are only able to appeal to those who have their senses of hearing. On the other hand, television uses both senses of vision and hearing. Appealing to the audience of both senses can help to reinforce your campaign. For instance, a price is spoken on radio and then made better on television. * Better viewing time
According to recent statistics, the average person watches TV for almost an hour every day, which is far more than one spends reading the magazine or listening to radio. Unlike radio, TV viewers enjoy a variety of commercials without interruption whatsoever, thus it is a great way to reach the target audience.
Even though advertising is a flexible form of advertisement, it is slightly expensive than other advertising methods such as the radio.
The benefits of Viral ads:
Reading: * Marketing Management Chapters 17, 18 and 19 * Case: Pepsi-Lipton Brisk
Questions:
1. Should Brisk be advertised on primetime TV or with viral ads in the months following the Super Bowl ad? What are the benefits of each media? What are the costs?
In this case, since the budget is limited, the viral ads are more doable for Brisk.
The benefits of TV ads: * Broader audience
TV has better mass appeal than other forms of advertising for a number of reasons. Some watch the TV to stay abreast with the latest financial information, while others simply enjoy viewing comedy shows, dramas, sport shows and news. This is a great way to advertise your goods and products as it reaches a wider audience from different backgrounds. * It is intrusive
While some consider intrusiveness as harmful, but for those involved in advertising it’s a great opportunity to reach the target audience. Although some viewers may be offended by many commercials, many will never miss their show after the commercial. Therefore, this allows you to reach a wider audience. * A variety of communication techniques
Radio advertisers are only able to appeal to those who have their senses of hearing. On the other hand, television uses both senses of vision and hearing. Appealing to the audience of both senses can help to reinforce your campaign. For instance, a price is spoken on radio and then made better on television. * Better viewing time
According to recent statistics, the average person watches TV for almost an hour every day, which is far more than one spends reading the magazine or listening to radio. Unlike radio, TV viewers enjoy a variety of commercials without interruption whatsoever, thus it is a great way to reach the target audience.
Even though advertising is a flexible form of advertisement, it is slightly expensive than other advertising methods such as the radio.
The benefits of Viral ads: