Integrated Marketing Communications: Media Strategy Essay

Question:

Discuss about the Integrated Marketing Communications for Media Strategy.

Answer:

Media Strategy

Different media mixes were strategically used to campaign towards the brand awareness increment of L’Oreal Company. While conducting the campaigns, both men and women aged between 20 to 60 years was the targeted audience. A similar advert slogan, “L’Oreal’s shampoo beauty Master” was used by all media throughout the campaign, either by voice or through designed writing. The objectives of the strategy was to prove to the public how natural L’Oreal’s shampoo is, hence, increasing the awareness of the brand in the process (Chapter 9 Advertising and Promotion, 2011). To this respect, widely used radio and TV channels, Internet Banners, and Magazine Ads are intended to be used.

The Radio

As one of the planned channel of communication within the strategy, radio will enable L’Oreal to realize an immediate sale because it reaches customers within few hours. In France, the diplomatic communication channels to be used are the Radio France, Public radio independent of Radio France, the Independent Radio Network, Independent Local Radio and Category A Stations. Use of radio in the brand awareness campaign will also allow the company to sell with intimacy. It is also an effective media because it stars the mind’s theatre hence, appealing most (Sebastian, 2014).

TV Channels

The recent study on media strategies has revealed that television in the main media of communication in the US and the rest of the world. Therefore, it is equally considerable for L’Oreal to increase its brand’s awareness. Notably, most people spend at least four hours in a day watching the television. To a greater extent, these individuals watch TV as leisure. Apparently, the highly targeted audience by L’Oreal comprises of the youths, who have a tendency of watch TV for entertainment purposes. Therefore, it was very strategic to incorporate TV as one of the media strategies. To this respect, widely watched TV channels such as the ABC, BBC, and the FOX are going to be used. Using television as media strategy is a fruitful idea for L’Oreal because it is targeting the demography (Royo-Bordonada et al., 2016). Television advertising may cover a vast array of program options. Similarly, the impacts of Televisions can be used as a complement for other media mix (Okdie, Rempala, and Garvey, 2016). Through the TV, the viewer can be told to visit the company’s brand website hence, increasing its awareness. Likewise, viewers will be encouraged via the TV to see the full catalogue of the brand in certain newspapers (Dunnhumby USA 0003, 2016). They can also be made aware of the radio stations where the awareness campaigns are also conducted.

Magazines

The magazine is used to increase brands awareness by posting beautiful pictures of the brand especially, in the main parts of the paper such as the front and back pages. With the current global technology level, magazines are also read online. To progressive increase, the brand of L’Oreal, widely read magazine are going to be used. They include the Parents, Soap Opera Digest, Real Simple, Better Homes & Garden and the Vanity Fair. Like any other media strategy, use of magazine imposes a message in a most efficient way. Therefore, most ads regarding the brand will be posted in full page.

Images displayed in magazines are always attractive in colours thence, impose a picture imagery on the eyes of the readers. This visual imagery attracts the reader’s attention, thereby, enhancing the visual presentation of the brand. To increase the performance of the magazine as media, bleed images and colour backgrounds are used. Furthermore, such performances ensure the outstanding of a brand. Magazine will also enable L’Oreal to attract more audience through the interesting themes. Typically, people who read magazines are interested by topics. Therefore, the pages that are likely to rhyme with the brand are identified and attached to one page. Magazines will also enable the company to reach more people by creating repeated exposure.

Mostly, magazines are put in bright areas or exposed for other interested readers. For example, in most homes and businesses, there are distinct stations where they are placed for other readers. In additions, most libraries around the world have magazines sections, where newsletters and related articles are dropped for students on a daily basis. Therefore, use of publications to increase the brand awareness by L’Oreal Company is very useful as most people will repeatedly be reached. Unlike the radios or the televisions whose programs are rarely recorded in at homes, magazines are rarely burnt or thrown away. Besides this effectiveness, the cost of a journal may be a limiting factor for L’Oreal. For example, ads on a national newsletter of magazine costs thousands of dollars (Pitts, Burke, and Adams, 2014). Therefore, besides being an efficient way of increasing the brand’s awareness, it is very expensive.

The Internet

L’Oreal has also advanced in the line of technology. It increases its brand’s awareness through the web. The power of L’Oreal to reach the targeted audience through the internet is an innovative strategy. This media strategy is a target market mechanism, where the brand is strategically located on the website to attract 100% relevant viewers (St??tesk? et al., 2016). What it takes to attract such percentage of the audience is designing a website and strategic location of the product. The internet also enables the company to have more contact with online viewers hence, increasing the brand’s awareness. Here, an interactive ad of shampoo is located and allow consumers to comment freely. Such comments are used by other viewers to weigh the brand. This strategy is also cost-effective. While televisions and radios ads last not more than three minutes due to other programs, internet adverts last all day and night hence, accessed by millions of online users. Therefore, the Internet is a major media strategic technique that is beneficial to L’Oreal.

L’Oreal Company Media Plan

The purpose of this media plan is to select, plan and budget for the most amicable media channels that can help L’Oreal to increase the awareness of its brand. Currently, L’Oreal is facing high completion due to the existence of so many worldwide players in the same market. Besides, these players have reputation and brand power compared to L’Oreal. Basically, those players have the power of the current market condition. While its competitors such as Procter & Gamble had 11.5% market share in 2011, L’Oreal had 9.8% only. L’Oreal was followed so close by Unilever who had 7.8%.

To excel and overtake Procter & Gamble and become the world’s best manufacture and supplier of cosmetic products including shampoo, L’Oreal needs an effective media plan. Therefore, this part of the paper represents outsourced media strategy and the selection of the media platform for the company’s brand. To this respect, all channels within the media mix i.e. the radio, television, magazines, and the internet are going to be planned for accordingly, after which the best media combination that can be effective when used by L’Oreal to increase its brand awareness is pointed out.

Through the journey of enhancing the awareness of the brand, L’Oreal’s objectives are to engage customers by making them interact with the brand through the highlighted media devices. This interaction will help the company to shape the entire campaign process. It will also promote a sense of loyalty between the consumers and the company hence, drive more sales. Not only will the brand awareness campaign will better the existing market share for L’Oreal, but also make more consumers aware of the brand. In relation to this plan, the strategies used are planned for in the most appropriate manner to reach all households in Paris, Maybelline, the Asian market and the rest or the world. The target for this plan is summarised in the table below;

Qualifier

Index

Target

Women and men 20-60

153

Income per household

$65,000-$70,000

125

Region

Europe and Middle East

120

Radio

Ads, entertainment

110

Television

ads

100

Internet

Shampoo website

130

magazine

Ads, entertainment

I50

107

The targeted audience lead an active live. Most of them are youths who love entertainment. Therefore, most ads items will be accompanied with entertainment. Shampoo, one of the products produced by L’Oreal, is used by most women across the globe. The planning for the increase of brand awareness affirms that most investments are going to done on the most effective and cost efficient Medias. Little funds would be allocated for the most expensive media mixes.Therefore, the media strategy planned budget is as shown below;

Budget

Media

Cost

Activities

Magazine

$2,500

Per Basic photography

10

$ 1,200

Per Image linked campaigns

10

TV

$ 2000, 000

Per ad

30

Radio

$ 4,500

1 and an extra ad.

20

Internet

$ 11,000

Maintenance and ads (per month)

-

Campaign Evaluation

$ 10,000

-

-

Total

$ 218, 000

70

The campaign period was set to run for one month. While planning, the television, the internet, and the radio were found to be both efficient and cost friendly. At the same time, the magazine is an effective way of increasing the brand’s awareness, but it is very expensive. Therefore, the T.V campaigns will be conducted after every four hours every day, likewise to the radio. The internet is going to be used throughout the election period, which is expected to last for one month. In readiness to the brand’s awareness, $170, 000 was allocated towards the intended campaigns over the T.V and radio channels. The website banners and general website maintenance activities are expected to cost $11,000, and the magazine’s to be $37,000. Evaluation of the campaign is also set to be done after the one month campaign period, and is expected to cost $10,000. Hence, a total of $ 228,000 for the entire brand awareness campaigns.

Evaluation of the Campaign

The campaign period lasted for one month. Within this period, various media mix; the television and radio channels, widely read magazines and the internet websites were used. While conducting the campaigns, the media strategy was aiming at increasing L’Oreal’s brand by at least 70%. Fortunately, the performance of the strategy was very effective. The brand’s awareness increased by 10% more than expected. After the one month period, most customers were leaving other companies in favour of L’Oreal. This great achievement was in courtesy of the effort of all media mixes used. However, some channels came out as good performers than the rest. Therefore, the purpose of this segment of the paper is to evaluate the general campaign, and also highlight distinct performance of each media channel.

To begin with, the entire process was expensive as $ 228,000 was invested. However, the Internet was a major player to ensure that the project realises its objective. Through the internet survey, it was observed that 30% of new customers interacted by the firm’s product vie the internet. Interestingly, this was an area that received least funds during the plan budgeting. Besides the survey, the evaluation team observed the company’s shampoo website which was very impressive. The page had garnered more than $2 million likes within a period of three weeks. Also, most of the charts at the website were very positive.

Both the television and the radio tied at 26% each. According to a group of customers, the picture that was used to publicize the shampoo over the various Television channels was very attractive. In respect to the radio channels, the customers really appreciated the voice of the woman used to attar the brand’s slogan, ““L’Oreal’s shampoo beauty Master”. The percentage presented by the customer who are alerted by the magazines was 18%. However, these customers confessed that they first heard about the brand over television and radio, which also acted as subsidiaries for other media by directing customers to visit certain sites to get more information about the natural and valuable products offered by L’Oreal. The results according this campaign evaluation is presented in the pie chart below.

From the above evaluation, it is evident that the internet is the best media mix. Therefore, L’Oreal should utilise it appropriately especially in during the next media strategy.

References

Chapter 9 Advertising and Promotion .2011. Community Bank Marketing Manual pp. 9.1-9.24 n.p.

DunnhumbyUSA 0003. 2016. TRA, Inc. and dunnhum by USA Study Measures Impact of In-Store Marketing Tactics with Television Advertising Using Single-Source, Household Level Data', Business Wire (English), 3.

Okdie, B, Rempala, D, and Garvey, K. 2016. The first shall be first and the last shall be last: YouTube, need for closure, and campaigning in the internet age. Personality & Individual Differences, 89, pp. 148-151.

Pitts, A, Burke, W, and Adams, J. 2014. Marketing messages in food and alcohol magazine advertisements, variations across type and nutritional content of promoted products: a content analysis. Journal of Public Health (Oxford, England), 36, 3, pp. 417-425.

Roux, A, and Van der Walt, D. 2016. Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies. Journal of Promotion Management, 22, 3, pp. 386-402

Royo-Bordonada, M, Le?n-Fl?ndez, K, Dami?n, J, Bosqued-Estefan?a, M, Moya-Geromini, M, and L?pez-Jurado, L .2016. The extent and nature of food advertising to children on Spanish television in 2012 using an international food-based coding system and the UK nutrient profiling model. Public Health, 137, pp. 88-94.

Sebastian, M. 2014. In Colorado, media largely reefer ad-less. Advertising Age, 85, 2, p. 12.

St??tesk?, V, St??tesk?, M, Quigley, M, and R?ha, D. 2016. Significance of demographic variables for targeting of internet advertisements. Business, Management & Education / Verslas, Vadyba Ir Studijos, 14, 1, pp. 1-18.

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