Individual Media Appraisal Report Essay Example | Topics and Well Written Essays - 1000 words

Individual Media Appraisal Report - Essay Example According to Mintel (2012), English wine has augmented in the market in the past few years. Also, UK wine consumers distinguish quality of English wine and think that it has improved. Moreover, purchasing English wines supports the local producers (Mintel, 2012). With the wide range of variety in English wines the producers known as the English Wine Producers (EWP) promote wines with the help of EWW i.e. English Wine Week (English Wine Week, 2013). It is a fact that EWW did not focus on attracting customers at large ground and this resulted in low awareness towards the growth of the industry. Digital marketing and poor idea communique resulted in a major setback to the EWW. The main media campaign objectives are To augment the awareness of EWW among UK consumers To increase the visitors and vineyard owners participation To improve database To improve communication media. 2. Appraisal of the media and schedule to be used for image and awareness media including reach of the target audi ence For maximum result of media awareness, our budget is divided into Digital Media Awareness and Traditional Media Awareness with a total of ?98,920.20. The breakdown is mentioned below. Traditional Media ?87,862.00 Digital Media ?11,058.20 Total ?98,920.20 The Media Awareness is justified in this section. Awareness Campaign is divided into magazine ads, social media campaign, email awareness marketing and poster media campaign. These are designed to raise awareness and generate direct response. Newspaper advertising is planned to function as a tool to increase awareness in general only. 2.1 Newspaper: Â   In this project advertising in newspaper is of utmost importance. It will help in raising participation of vineyard owners in the EWW. Also, it will make many people and local bodies aware of the events and importance of English Wine Week. The project plans to advertise a small size of ad space and run it repeatedly in The Sun newspaper. Also ads in the general news section for six weeks before the EWW will help in awareness, interest and participation of both EWP and UK based customers. This will include 5 mono ads SCC (Run of week) and 1 full-page coloured (run of week). The socioeconomic group ABs is more likely to get targeted with this media campaign than C1