Starbucks

Starbucks Media Objectives

Target Audience Objectives:

Over 40% of starbucks customers are women eras 18-34. We go out aim to increase brand awareness and consumption by reaching 70% of college students ages 18-34 with a multi-media guerilla marketing campaign, therefore broadening Starbucks appeal and image. This go away help to eradicate Starbucks new image as being snobby and upscale and supercede this image with a more hip and less corporeal feel.

Table: Target Audience Characteristics
Demographic ProfilePsychographic Profile
College students age 18-34
Single
High school graduates
Buying habits are still inconsistent
reckon contains room for spendingTechnologically savvy
Short attention-span
Enjoy victimisation different media
Stay-up late, and get-up early
Trend-setters


Reach & Frequency Objectives:

Based on research, we encounter chosen to set an objective of reaching 70% of our marker audience with a frequency of 3.5 during the months of February, March, August and September. In the remain months we will have a reach of 85% and a frequency of 4.5. This decision was based on victimization MFP software.





creative Objectives:

The campaign will way on being earth-friendly, and will emphasize the companys mission statement of dowery build a better community by providing puppylike adults with events and promotions that will win over the target audiences loyalty as life-long customers and help them create buying habits that include Starbucks.

This will be done by continuing Starbucks philosophy of not using traditional advert and focusing instead on non-traditional advertising to attract college students.

The creative objectives will focus on making known people about Starbucks new products and promotions.



Media Budget Objectives:

Direct 70% of budget at national campaign and 30% for the property markets selected using MFP.

Figure: Media Budget Allocation



Geography Objectives:

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