Media Strategy

In addition, we now have budgeted for these media: Card Packets (American Express, Visa; Web Research Engine placements (Google, Yahoo!, Alexa, Copernicus); Internet drop downs; Web commission links; Corporate sponsorships of upscale events (Masters, Freeport Regatta, Cayman Caper, Fire Island Labor, Carousel Ball).

The medium of newspapers have been chosen for their economy, reach, and flexibility, such as beneficial client response and tracking capabilities. The specific vehicles -- New York Times, Palm Beach Post, Beverly Hills Courier, Le Monde, Pasadena Star News, International Herald Tribune, Wall Street Journal and Barrons -- had been chosen since they're a excellent residence for ads for products with high cost things and little important need. Packets were chosen because it is a guaranteed exposure. World wide web was chosen because it is there and is an excellent way to create impulse sales and tell longer stories. Corporate sponsorship helps put Godiva in league in the power elite.

They didn't have the achieve or sort that we have been seeking for.

 

a. Newspapers -- We are spending more in newspapers than Godiva agencies have inside the past, due to the fact the newspapers have a tendency to be a excellent buy, if there's a lengthy range campaign planned. Likewise, newspapers give a flexibility towards campaign, due to the fact adjustive tactics can be adjusted quickly. The simple fact that we are heading black and white will assist position.

b. Frequency -- The timing and metrics from the frequency are formulated to position the name of Godiva in the upscale consumer's mind as an alternative gift.

b. Magazines -- We are spending less in newspapers than Godiva agencies have from the past, mainly because the magazines tend to be a much less focused buy, and are constrictive if there is a extended variety campaign planned. The fact that we are going black and white will aid position the ads for your magazine reader.

The key markets that we now have identified, in accordance with the client data provided by the client, Godiva, to our agency are met.

d. Position of vehicle -- The position on the acceptance charts in the chosen vehicles is greater than norm.

c. In terms of Internet, Card Packets and Sponsorhips, these are all new for Godiva. In accordance with what these media have done for other upscale product or service companies.

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