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Media Strategy Burger King

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Media Strategy Burger King
{Foreword} 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


Cited: "Burger King and the Saga of the 'Trademark ' Chips." BloggingStocks. 3 June 2008 <http://www.bloggingstocks.com/2007/07/27/burger-king-and-the-saga-of-the-trademark-chips/>. "Burger King Corporation Selects Strategic Public Relations Firm to Drive Corporate Communications Initiatives." HispanicBusiness.Com. 3 June 2008 <http://www.hispanicbusiness.com/news/2003/4/21/burger_king_corporation_selects_strategic_public.htm>. "Burger King Discusses New Items for 2008, Growth Strategies." Herald Tribune. 27 Feb. 2008. 03 June 2008 <http://www.iht.com/articles/ap/2008/02/27/business/NA-FIN-COM-US-Burger-King-Outlook.php>. "Burger King to Sponsor NASCAR Car." South Florida Business Journal. 17 Mar. 2006. 3 June 2008 <http://southflorida.bizjournals.com/southflorida/stories/2006/03/13/daily48.html>. "Code Talkers Exhibit, Burger King." Rockwell. 3 June 2008 <http://www.kenrockwell.com/200210/1622.htm>. "Company History." Burger King Worldwide. 28 May 2008 <http://www.burgerking.ca/en/1122/index.php>. Fass, Allison. "A Kingdom Seeks Magic." MSNBC (2006). 3 June 2008 <http://www.msnbc.msn.com/id/15209706/>. Sainz, Adrian. "Fast-Food Giants Propsed New Menu Items are Diverse, Even Angry." Ocala.Com. 3 June 2008 <http://www.ocala.com/article/20080228/BUSINESS/802280320/1009/NEWS>. York, Emily. "Did Telling a Whopper Sell the Whopper?" Advertising Age 79: 25. EBSCO. University of Iowa Libraries, Iowa City. 03 June 2008 <http://http://mylibrary.uiowa>.
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