Scenario / Story

Get to know Starbucks to help create your campaign for your Starbucks specialty menu item!

Purpose

This section outlines the specific advertising and promotional activities that will be undertaken to reach the target audience and achieve the marketing objectives. It includes details about the chosen media channels, creative concepts, budget allocation, and the timeline for launching and running the campaigns.

Ideas/tips to consider

At this point, thinking about a target audience will help you decide the channels you’ll integrate to communicate. There will be a future section where you will specifically identify the target audience.

Think about who will be reading the advertising and engaging with a promotion.

YOUR Tasks to complete

Specify the advertising and promotional activities to be undertaken.

• Discuss how Starbucks uses advertising and promotion – share an example of each.

Determine the media channels (e.g., TV, radio, print, digital) to be utilized.

• What are the different types of digital media that Starbucks uses, choose 2 favorites and share.

Creative concepts

• What is Starbucks corporate image advertising to create their brand strategy, pick and example and share.
• Think about Starbucks – what came to mind? Share the recall and even illustrate.
• Is Starbucks a high or low involvement purchasing decision?
• Find and apply examples of Starbucks advertisements for each of the four quadrants of the Rossiter–Percy Grid, and discuss why you selected them.
• Why is it important that all promotions be consistent with Starbucks positioning in advertising based on your example?
• What are several different types of promotions that Starbucks has used and which is your favorite and why?
• What is a repeat-purchase promotion and how has Starbucks foster repeat behavior with a short-term promotion.