Media Strategy Burger King

Topics: Burger King, Fast food, Fast food restaurant Pages: 6 (1580 words) Published: October 2, 2008

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 from 18 to 35. Our communication objectives will be achieved through traditional advertising such as Television, and print to dominate campaign and digital/interactive media such as web sites, online campaign and banner advertisement.

{Target Audience}

Burger King’s target audience is males, aged 18 to 35 who eat fast-food 9 to 16 times per month. While they are just 18% of Burger King’s customers, they account for about half of all visits to the stores. From the Market Facts Summary we know Burger Kings segments include: •Segment one: Tweens who keep up with the latest fashion and music trends for their age group. •Segment two: Blue collar workers who live very busy lifestyles, balancing children and possibly more than one job. They look for quick and convenient meals in their hectic lives. •Segment three: Lower and middle class families with children. •Segment four: Young adults busy with school and work, such as college students. •Segment five: Individuals who have a passion for fast food. Burger King refers to these individuals as “SuperFans”, “an audience with an unapologetic love of fast food. They are defined by the way they seek convenience, their desire for value and the frequency with which they visit quick-service restaurants – about three times more than the typical consumer (Burger King )”. These are tech-savvy young men between the ages of 18-34.

Burger King’s Consumer: “I am 24 year old male blue-collared worker. I usually make home-cooked dinners with my girlfriend, but for lunch I usually grab a quick meal with the guys from work when we have about 15-20 minutes for a break. I love to eat food that is warm, quick, and in big portions. I am manly guy and I love to watch ESPN and play Xbox. ”

{Recommended Media & Rationale }

Radio: Most Burger King restaurants have drive thru windows. Having advertisements on the radio will encourage consumers to purchase food from the drive thru windows because they are in their cars already.

Out-of-home: Burger King is a quick service restaurant that is convenient for people who are traveling. Consumers who are on the highway will be encouraged to partake in Burger King if they see a billboard for it. Billboards serve as an “opportune purchase reminder” (Professor Cline’s lecture 5/29/08).

Internet: Advertising online is an effective media outlet to attract the target audience of Burger King, tech-savvy manly males between the ages of 18 and 34. Burger King put short videos on the internet of the ‘Whopper Freak-out’ to attract their target audience. Burger King representatives state that the online documentary-style video for the campaign was viewed by 1.5 million people in its first month .

TV: Burger King started showing ‘The King’ commercials a couple of years ago, these were highly original commercials. The focus was on the dude with the gargantuan plastic head, bejeweled crown, and burgundy robes . “The King” commercials boosted sales dramatically for Burger King. Burger King posted a healthy same-store-sales gain of 5.4% in its fiscal third quarter, well ahead of even McDonald's, which reported a comparatively anemic 2.9%. No. 3 burger chain Wendy's, now in the throes of an...
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