ADV10001: Advertising Objectives and Media Mix Analysis Assignment

This assignment analyzes advertising objectives and media mix strategies for three distinct scenarios: Chobani's new oat-based yogurts, the Essendon Football Club's membership campaign, and the Salvation Army's second-hand furniture initiative. The solution identifies and explains advertising objectives for each case, considering the target market, brand recognition, and desired outcomes. Furthermore, the assignment explores the concept of media marketing mix, detailing the components like print, digital, and broadcast media, and how they can be effectively utilized by Sun Energy Company to market its solar panels to both industrial and commercial consumers. The analysis highlights the importance of a well-planned media strategy to reach a broad customer base within budget constraints. The provided solution includes a detailed bibliography with references to relevant academic sources.

Advertisement Principles
10/6/2019
Student Details

Answer Two
Media marketing mix is the mixture of effective medias through which the company can market
its products. The marketing mix of media is influential as it has the mixture of many typesof
marketing channels that a company can use to do marketing practices. The Sun Energy company
is various for selling its solar panels to various clients of industries. It is very much popular
among its industrial clients, however now the company is looking forward to sell its solar panel
to commercial consumers as well. In order to do so the company needs an efficient mix of
medias to positioning and market its product in the market of commercial consumers. There are
many elements of media marketing mix, which can be adopted by Sun Energy Company for its
campaign (Moriarty et al., 2015 c). Some preferred media marketing mix components the
company can adopt at least for six months are given in following lines:
Print Media: As the name suggests the media, which can market the solar panels of Sun Energy
Company through printed forms is known as the print media. This type of media covers the
marketing options of advertisements through newspaper, magazines, etc. It is in printed form,
which can be touched by the customer and read with keeping them in their hands. This can help
them in understanding and connecting in batter ways. It is the most traditional method of
marketing.
Digital Media: In this type of marketing activity, the advertisements are given through various
digital media platforms. It is a newly evolved concept that incudes wide range of platforms from
where the Sun Energy Company can market its products. Various digital medias are the website
of the company, social media websites such as Facebook, twitter, Instagram, etc. With the help
of all of these channels, mainly the website of the company that is currently driving traffic as
well the company can market its product to commercial consumers and can reach to a wide target
market in small time (Commission, 2016).
Broadcast Media: This media is related to broadcasting of advertisement in the form of audio or
video. In order to broadcast audio advertisement, the radio is used. It is cheap as it involves very
low coast and can reach to remote places as well. On the other hand, the video broadcasting is
done to televisions, YouTube channels, etc. this is much costlier in nature as it involves lots of
efforts and technology (Wade C. Jacobsen & Renata Forste, 2011). The impact of video
broadcasting is most on a consumer as compare to any other type of media.

In the media mix marketing campaign of Sun Energy Company, the mix of all these three types
of medias will be there so that a campaign which is effective as well as cheap can be launched.
With the help of this, the company can target wide range to commercial customers in short
period of time. This can also help in attracting industrial customers as well. It is highly
recommended to company that it should follow the campaign of marketing by involving the
marketing activities from all three medias according to its budget and time (Yolanda (Linda)
Reid Chassiakos et al., 2016).

Bibliography
Commission, P., 2016. Digital Disruption: What do governments need to do? Austrilian
Governemnt: Productivity Commision, pp.1-246. Available at:
http://www.pc.gov.au/research/completed/digital-disruption [Accessed 11 May 2019].
Moriarty, S. et al., 2015 c. MEDIA STRATEGY, PLANNING AND BUYING. In Advertising:
principles and practice. 3rd ed. Pearson Australia. pp.376-414.
Wade C. Jacobsen & Renata Forste, 2011. The Wired Generation: Academic and Social
Outcomes of Electronic Media Use Among University Students. Cyberpsychology, Behavior,
and Social Networking, 14(5).
Yolanda (Linda) Reid Chassiakos et al., 2016. Children and Adolescents and Digital Media.
PEDIATRICS, 138(5).