Caruso's Health Supplement: A News Corp Integrated Marketing Approach

This case study provides a comprehensive marketing strategy for Caruso's Health Supplement Company, focusing on leveraging News Corporation's diverse media platforms to reach two primary target markets: baby boomers and young families. The strategy recommends utilizing print media, specifically newspapers and magazines, to target baby boomers due to their higher trust in traditional advertising channels. For young families, the plan suggests a strong emphasis on digital advertising through Google Ads and Facebook Ads, capitalizing on their significant online presence. The case study highlights the importance of Unruly ad tech for video advertising and emphasizes the need for a data-driven approach to maximize visibility, engagement, and sales for Caruso's new health supplement product line, within a monthly budget of $20,000.

Running head: CARUSOS HEALTH SUPPLEMENT COMPANY 1
Carusos Health Supplement Company
Name
Institution

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CARUSOS HEALTH SUPPLEMENT COMPANY
Why They Should Advertise With News Corp
News Corporation (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) is a global,
diversified media and information service company which help the Carusos health Supplement
Company to create and distribute authoritative alongside engaging content to consumers
throughout the globe. Because it the News Corp comprises businesses across an array of media
such as news and information services; book publishing; cable network programming; it help the
company meets its target audiences.
By using the Unruly ad tech company, the company will benefits by having its
advertising videos watched, tracked as well as shared across the Open Web hence reaching many
potential customers in these two niches (baby boomers and young family digital media). The use
of emotional audience data alongside user-friendly video formats by the Unruly will help the
company advertise and massively surge viewer engagement and brand performance.
The Unruly will help the company due to its secret weapon of being passionate people on
a mission to #deliverwow. Thus using this News Corp, 100% viewability is guaranteed to an
audience of 1.360 billion monthly distinct users’ crossways mobile, desktop and smartphones
(Tiago & Veríssimo, 2014).
Their Target Markets
The target market for the company are baby boomers (BB) and young families’ digital
media (YFDM). The BB are those individuals born between 1946 and 1964. They are presently
the largest cohort of consumer spenders. They account for almost $230 billion in consumer
packaged goods’ sales, or 49.0% of total sales in general. The BB are only targeted by a small %
of advertising, less than five percent.

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For Baby Boomers Why They Should Use Print Media
The BB show more trust in print advertising (newspapers and magazine) than online ads.
Whereas BB traditionally comprises an extremely loyal consumer bunch, some difficulties in
targeting BB’s advertising exist. BB above 50 years have 2.5 times the discretionary spending
power of coveted eighteen to thirty-four age group.
But ads aiming BB still appear to miss the mark. Furthermore, whereas BB remain
extremely active shoppers online, like many people, BB are more probably to trust ads found
print media over online media. Traditional print media like magazine and newspapers showcase
a huge appeal among BB and are a great way to improving advertising campaign ROI. Print
media have positive impact on BB’s purchasing behavior than online ones (Hilt & Lipschultz,
2016).
For Young Families Digital Media Why (Google, Facebook Advertisement)
The young families’ digital media spend a considerable amount of time in the Internet
through Google Ads and Facebook Ads advertising. Thus to achieve maximum visibility, boost
leads and sales, and get novel clients, the business must leverage the strengths of advertising on
Facebook Ads and Google Ads in concert as this group are always online (McGorry & McGorry,
2017).
Facebook Ads, presently, remains the pioneer in sphere of paid social. Facebook Ads has
become an integral part of several business’ digital marketing strategies. Facebook Ads leads to
unparalleled audience granularity, incredible ROI and a healthy visual platform for this target
group.
Google Ads allows for a broad range of Ad formats, offer a level playing field and an
immense audience. Google is thus the de facto leader in online advertising. It will offer the

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business an unprecedented and unequaled potential audience of users (Young Families Digital
media) who are actively searching for services and goods (Chaffey & Ellis-Chadwick, 2016).

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References
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Pearson.
Hilt, M. L., & Lipschultz, J. H. (2016). Mass media, an aging population, and the baby boomers.
Routledge.
McGorry, S. Y., & McGorry, M. R. (2017). Who are the Centennials: Marketing Implications of
Social Media Use and Preferences (pp. 179-181).
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.