Media plan for Nescafe in the United Kingdom Essay

Media plan for Nescafe in the United Kingdom - Essay Example First, the company’s promotional message will be explored to establish the quality of content in Nescafà ©Ã¢â‚¬â„¢s advertising campaign. Second, each identified advertising medium will specify how the advertisements will be implemented. Lastly, the cost of implementation and challenges to the campaign will be discussed as an overview of the plan. As currently stated on their website, Nescafà © UK is launching a worldwide campaign to promote responsible farming, production, and consumption. In this effect, Nescafà © wants to push the message of not only providing the best coffee in a cup, but also to â€Å"go beyond the cup†. With this, it is important that the message for the campaign will focus on this particularly tagline to show the uniformity in concept of the entire campaign message. As such, the theme, â€Å"go beyond the cup†, should represent these three areas which Nescafà © currently puts its focus on. Mixed media advertising means equally utilizing both the traditional and modern media for product promotion. With today’s technology-driven society, Nescafà ©Ã¢â‚¬â„¢s mixed media plan will include the use of internet in targeting young consumers (aged 18 - 45 years old) who mostly subscribe to modern forms of communication. On the other hand, Nescafà © will also continue placing advertisements to radio, print, and television because it recognizes the fact that these traditional forms of media, given their significance in advertising, will become more effective if it is integrated by the new media. Advertisements in print, radio, and television remain a competitive form of product promotion because it gives lasting impression to consumers and establishes a stronger brand identity. Because of this, Nescafà © will showcase in TV, print, and radio advertisements in major broadcast networks in the UK. First, Nescafà © will tap two television companies, ITV2 and SKY1, to showcase the advertisements of the company. These TV networks contain