Communication
In the case of ABC Online Books, they have a good business model that will increase with popularity (due to the free shipping within 24 hours). However, in order for the site to be successful requires creating a media plan that will effectively promote it. To achieve this objective entails: examining the target audience and if there should be a focus on advertising vs. public relations opportunities. Once this takes place, it will provide the greatest insights as to how the company can be able to effectively promote itself.
Who is the Target Audience?
To determine the target audience requires asking a number of different questions to include:
Who are we trying to reach?
Where is the customer located?
What type of message is being communicated? (Trehan 140)
The people that are being targeted are those individuals and organizations that are interested in reading books. This will involve a large age demographic, by targeting individual / groups that range from children to senior citizens. At the same time, you would want to reach out to well educated individuals and low income families. The customers will be located all over the world (which means that a standard message will be created). When you put these different elements together, they are highlighting how there is a broad demographic that will serve as the target audience. As a result, all advertising and public relations efforts must focus on reaching out to each of the different groups in a variety of ways.
Should you spend more advertising dollars or focus more on public relations opportunities (which are free)?
ABC Online Books should use a strategy that will test the effects of: advertising and public relations. Where, they would place select ads and conduct various public relations activities, targeted towards the intended audience. You would then, monitor the results of both campaigns. The one that was the most successful would receive more focus. This means that the strategy will concentrate on what area will most effectively increase sales. Therefore, it will involve the elements of: advertising and public relations activities.
When you step back and analyze this part of the strategy, it is clear that it will give the best results for ABC Online Books. The reason why is because, it is determining what approach will have the greatest impact on the company's bottom line. Once this takes place, it will allow the business, to most effectively target their media strategy.
You’re 70% through this paper. Sign up to read the full paper.
Sign Up Now — Instant Access Already a member? Log inAlways verify citation format against your institution’s current style guide requirements.