Report on Budweiser TV Advert: Marketing Objectives and Social Media

This report provides an in-depth analysis of Budweiser's TV advertisement within the context of international marketing communication. The report begins by identifying and discussing the chosen TV advert, focusing on its appeal to a broad audience, particularly adults and students, and its potential to increase brand awareness in the UK market. It then delves into the marketing objectives the TV advert aims to achieve, including brand awareness, brand recall, and sales boosts through targeted marketing strategies and social media campaigns. The report further identifies the target audience and the positioning apparent in the TV advert, emphasizing Budweiser's efforts to connect with young people through innovative brewing methods and product offerings. Finally, the report outlines a social media campaign designed to integrate with and amplify the effectiveness of the TV advert, describing the campaign's goals, elements, and strategies for measuring performance and engaging with potential consumers. The conclusion summarizes the key findings, reinforcing the importance of integrated marketing communication strategies.

INTERNATIONAL MARKETING COMMUNICATION

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Identify and discuss about the chosen TV Advert of Budweiser................................................1
Analyse the marketing objectives with TV advert that would be expected to meet goals..........1
Determine the target audience and positioning apparent in the TV advert.................................3
Design social media campaign and provide description about campaign or discuss how it is
integrated, amplifies with effectiveness......................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
International marketing communication is a process that defined the activities used by
marketers to inform and persuade the requirement of consumers. It also designed the promotional
activities that may including sales promotions, public relations, advertising which help for
mutually reinforcing and focus on specific objectives. In this report, it will choose the TV avert
of Budweiser that targeted large number of potential audiences which increasing the brand values
in global marketplace. This report will describe about the marketing objectives with TV advert
that would be expected to meet goals. Furthermore, the documentation will identify the target
audience, positioning apparent in the TV advert and design the social media campaign to analyse
about its effectiveness.
MAIN BODY
Identify and discuss about the chosen TV Advert of Budweiser
The advertisement chosen for the TV is of the Budweiser and in the ad relevant persons
will be covered who are beer lover. The targeted audiences will be adults and students. The
reason for choosing this ad is there is a higher scope in the ad which shares the potential to sell
beer to more and more audience and the brand awareness is also necessary in UK. There are
variety of flavours in the beer which will influence the targeted audience and the audience will
fell happy to purchase the beer (ATA, SMORRIS and BAT, 2015). The ad is chosen because
there are more audiences which prefers beers at the night and the quality of the beer is premium
which will give more satisfaction to the customers during the dinner. The ad will help in
increasing market share and will share the additional and competitive features of the beer which
will help the company in making aware the audience and this will lead to increasing the chances
of more conversion of the audience. The TV ad will be shown on almost all the channel.
Analyse the marketing objectives with TV advert that would be expected to meet goals
Marketing objectives:
There are multiple objectives of the ad of Budweiser and the same are as follows, the ad
will be displayed over the channels for the purpose of brand awareness. There are lot of brands in
UK for beer but the smoothness in the beer is best of Budweiser, so in order to make aware the
brand the ad will be shown on the TV. Brand awareness will be done for the purpose of
advertisement for the brand because there is a lot of competition in the market and due to which
brand awareness becomes an integral part of the advertisement. In the ad highlighting of the
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brand will be given special importance in which brand image will occur in the beginning and at
the end of the ad. Physiological factors will also be considered in the ad in which the image
which is attractive and has the ability to convert higher audiences will be taken. Brand awareness
will be done using the social media channels such as Facebook, Instagram and Twitter, these
channels will be used in order to make audience aware of the brand and the special offers in the
brand.
Brand recall is unaided recall or recall which is spontaneous and consist of the ability of
the customers to elicit the name of the brand by memory in which if the product category is
shown to them, they will quickly answer about the brand name (Chakma, 2018). There is a strong
link which can be built between the brand name and the mind of the audience and this can only
be possible by building logo which can be remembered. Brand recall with help Budweiser, by
making purchase the product repeatedly. For the brand recall Budweiser, will focus on offering
free sample to each and every audience in which the customers will be aware to buy the product
instinctively. Thus, will be done because even if the company disappears the customers of the
company will buy the product again because of the good experience they had previously with the
company. If image is shown to the customer and customer recognize the name of the brand then
it is a popular brand.
Sales will be boosted by hiring a prominent sales team which are having sound
experience in selling. For selling proper training will be given to the employees and lead sourcing
will be done in which using the marketing plan and the marketing team in which the on the basis
of attitudes of the customer similar flavour of the beer will be pinched to them. This will lead to
capturing the right audiences which are targeted for the right purpose (Petersen, Kushwaha and
Kumar, 2015). Capturing the right audience for the right purpose will lead to driving the right
product to them. Google trends will be used for analysing the attitude of the audience's attitude in
which the attitude sharing the similarity will be focused more by pinching and doing
advertisement for that product more. Attitude will be determined by knowing about the thinking
and beliefs of the product.
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Determine the target audience and positioning apparent in the TV advert.
Initially, Budweiser is mainly offering the different type of services which mainly targeting
the potential customer for selecting target strategy which evaluating potential and effectiveness
of each segments in marketplace. Positioning is helping to build understanding the mental map of
brand positioned competitively in mind of customer (Serrat, 2017). The positions itself as
Budweiser as brand which has friends that spend time through social media campaign. TV advert
is the best platform of organization to increase awareness among customers so as many people
attract towards products and services.
Targeting: Budweiser is mainly targeting the young people who are preferred to choose beer
products in market that controlled by other players in global marketplace. Potential customer is
driven by innovative and taste brewing method of organization which targeting new consumer by
penetrating current market.
Positioning: Budweiser compete on the basis of mainly focused on products line, price,
branding, market served. On the other hand, it also mainly focused on the existing market by
creating a host of experience and also rewards system. these types of process will help for
maintaining the positioning in marketplace.
Design social media campaign and provide description about campaign or discuss how it is
integrated, amplifies with effectiveness.
A social media campaign is a type of marketing approach that putting more efforts to assist
and reinforce with Budweiser goals by using social media tool. It is great platform that offers
various type of facilities where potential consumers directly connect with organization (van der
Westhuizen and Mulder, 2019). this type of campaign differs from everyday life due to focus on
the same positive side and measurability and targeting.
For designing social media campaign, it should require to setting the specific goal which
mainly focused on the campaigns. Budweiser design social media campaign for accomplishing
the suitable approach.
 Getting positive and negative feedback on regular basis so it become easier for Budweiser
to easily identified in proper manner.
 It also required to build a separate marketing lists for holding information of each
potential consumers.
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 It will increase the traffic level of website which help for measuring the specific need and
demand of client.
 It also improved the overall brand engagement and improve quality of services in global
marketplace.
These are important goals which necessary for Budweiser firm to set up. It useful for purpose of
measurable and discrete. Before design campaign, it obtains all type of baseline which targeted
metric and track all change according to performance during social media campaign.
Budweiser building a social media campaign
Budweiser is building a campaign which have in place of tracking necessary metric that
help for identifying requirement of client. It is also integrated with the social media account to
identify that how many people seeing the posts and their response. It consists of various type of
elements in the social media campaign (Zorkociova and Vankova, 2016).
 Action-gate: it can ask with user to interact with social media posts and also give
invitation to ask queries regarding products and services.
 Provide incentives: it provides them specific reason where consist of information related
price, discounts and content in exchange for attention and information.
 Proactively engage through campaign: It also addressed the quick response of customer
and also reinforce positive review with the personal attention.
 Monitor performance: it is critically analysing overall performance and manage the
monitoring activities of each client if required.
CONCLUSION
In above discussion, it concluded that International marketing communication is a type of
sequential process that always performed the activities used by marketers to inform and persuade
the requirement of consumers. It has summarised about the TV advert of Budweiser that targeted
large number of potential audiences which increasing the brand values in global marketplace. It
also analysed the marketing objectives with TV advert that would be expected to meet goals.
Furthermore, it can be determined the specific the target audience, positioning apparent in the TV
advert and design the social media campaign to analyse about its effectiveness.
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REFERENCES
Books and Journals
ATAS, U., MORRIS, G. and BAT, M., 2015. THE IMPORTANCE OF SPONSORHSHIP IN
CORPORATE COMMUNICATION: A CASE STUDY OF TURKISH
AIRLINES. Global Media Journal: Turkish Edition 6(11).
Chakma, A., 2018. International Business Strategy of TVS Motor Company: A Focus on
Bangladesh Two Wheeler Motorcycle Industry. Available at SSRN 3272187.
Petersen, J.A., Kushwaha, T. and Kumar, V., 2015. Marketing communication strategies and
consumer financial decision making: The role of national culture. Journal of Marketing.
79(1). pp.44-63.
Serrat, O., 2017. The future of social marketing. In Knowledge solutions (pp. 119-128). Springer,
Singapore.
van der Westhuizen, E. and Mulder, D., 2019. Guidelines to enhance recall and recognition of
product placement strategies. Communitas. 24.
Zorkociova, O. and Vankova, L., 2016. The phenomenon of social networks and the
effectiveness of Facebook page measuring (the case of Slovakia). Економічний часопис-
ХХІ, (160), pp.83-88.
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