P4- Explain the reasons behind the choice of media in a successful
promotional campaign.
Introduction
In this assignment I will explain the reason behind Cadburys choice of media in a
successful promotional campaign such as the gorilla dairy milk campaign.
Cadbury gorilla advert
Gorilla is a British advertising campaign launched by Cadbury Schweppes in 2007 to
promote Cadbury Dairy Milk-brand chocolate. The 90-second television and cinema
advertisement, which formed the centrepiece of the £6.2 million campaign, was
created and directed by Juan Cabral and starred actor Garon Michael.
Television: Cadbury used television as one of their digital marketing mediums as it
was convenient and flexible with owing to its widespread popularity and the ease
with which a message can reach millions of viewers internationally and nationally.
Television advertising also allowed Cadbury the flexibility to use various approaches
and different combinations of audio, video and text to make ads memorable and
emotional, depending on the product or service or the target audience.
Television advertising uses audio and visual effects to create a lasting impact.
Marketers interact colour, sound, sight, drama and motion to ensure that their
message is strong and persuasive. The gorilla advert was well received by the
British public. The commercial was uploaded to video sharing website YouTube
shortly after it first aired, and was viewed over 500,000 times in the first week. As of
November 2007, it has been viewed over six million times across a large number of
video sharing web hosts. The disadvantage of Cadbury using television as one of
their mediums would be the high cost of advertising it on television an example of
this was when the advert was broadcast a week earlier before the semi-final of the
2007 Rugby World Cup between England and France on 13 October, with the face
of the bass drum emblazoned with an English flag and the slogan "Come On Lads".
The spot cost Cadbury an estimated £700,000.
Billboards: Cadbury uses billboards as a marketing medium and they are generally
placed along highways and busy streets, Cadbury uses this as they are guaranteed
that people will see their advertising campaign on the billboard. Another added
benefit is that many people travel the same route repeatedly, such as commuting to
work each day. This means that they would see Cadbury advertisement regularly on
the billboard. For example billboard and print campaigns were set up to run
alongside the television commercial, and a sponsorship deal with the "Great Gorilla
Run" charity fun run through London on 23 September 2007 was set up through
Sputnik Communications. The disadvantages of Cadbury using billboards would be
uncontrollable factors like harsh weather that could damage Cadburys billboard.
Also, if the site of Cadbury's billboard is blocked by a tree or a branch, it will hinder
the billboard visibility.
promotional campaign.
Introduction
In this assignment I will explain the reason behind Cadburys choice of media in a
successful promotional campaign such as the gorilla dairy milk campaign.
Cadbury gorilla advert
Gorilla is a British advertising campaign launched by Cadbury Schweppes in 2007 to
promote Cadbury Dairy Milk-brand chocolate. The 90-second television and cinema
advertisement, which formed the centrepiece of the £6.2 million campaign, was
created and directed by Juan Cabral and starred actor Garon Michael.
Television: Cadbury used television as one of their digital marketing mediums as it
was convenient and flexible with owing to its widespread popularity and the ease
with which a message can reach millions of viewers internationally and nationally.
Television advertising also allowed Cadbury the flexibility to use various approaches
and different combinations of audio, video and text to make ads memorable and
emotional, depending on the product or service or the target audience.
Television advertising uses audio and visual effects to create a lasting impact.
Marketers interact colour, sound, sight, drama and motion to ensure that their
message is strong and persuasive. The gorilla advert was well received by the
British public. The commercial was uploaded to video sharing website YouTube
shortly after it first aired, and was viewed over 500,000 times in the first week. As of
November 2007, it has been viewed over six million times across a large number of
video sharing web hosts. The disadvantage of Cadbury using television as one of
their mediums would be the high cost of advertising it on television an example of
this was when the advert was broadcast a week earlier before the semi-final of the
2007 Rugby World Cup between England and France on 13 October, with the face
of the bass drum emblazoned with an English flag and the slogan "Come On Lads".
The spot cost Cadbury an estimated £700,000.
Billboards: Cadbury uses billboards as a marketing medium and they are generally
placed along highways and busy streets, Cadbury uses this as they are guaranteed
that people will see their advertising campaign on the billboard. Another added
benefit is that many people travel the same route repeatedly, such as commuting to
work each day. This means that they would see Cadbury advertisement regularly on
the billboard. For example billboard and print campaigns were set up to run
alongside the television commercial, and a sponsorship deal with the "Great Gorilla
Run" charity fun run through London on 23 September 2007 was set up through
Sputnik Communications. The disadvantages of Cadbury using billboards would be
uncontrollable factors like harsh weather that could damage Cadburys billboard.
Also, if the site of Cadbury's billboard is blocked by a tree or a branch, it will hinder
the billboard visibility.
