The advent of the internet and the rapid changes in the technological environment has led to the need to reconsider advertising strategy. Two major consideration advertisers have to contend with are the advertising cost versus reward, and the increased number of “customer touch points” occasioned by technology (Armstrong & Kotler, 2011, p. 409).
In recent times, the cost of putting up advertisements in keeping with traditional media advertisements has soared making it expensive for companies to keep up. In addition, their effectiveness is diminishing because of all the media alternatives competing for attention.
Secondly, the expansion in media outlets has diminished the space that TV and radio occupy such that relying on them alone leads to a very narrow message. For an effective marketing campaign, there is need for an integrated marketing campaign.
An integrated marketing campaign for Kellogg’s breakfast cereals targeting children must take into account a few elements. The first element is that children do not actually buy anything. Anything that targets them must communicate indirectly to those who make buying decisions for them. This may mean designing the marketing campaign in such a way that it creates excitement in the children.
This excitement will lead to the making of a mental note by their parents, who will in turn purchase the cereals. This process requires focus and consistency. Levinson et al. (2007) state, “Marketing is a painfully slow process by which you move people from their place in the sun to their place in your customer list, gently taking a grasp of the inside of their minds and never letting go” (p.12).
The key considerations to make when planning to reach adults in this marketing campaign for breakfast cereals will rely on the understanding of what ways are available for reaching adults in the current marketing environment. Unlike the younger generation, older people, who make the buying decisions, are not very active users of the new technological platforms available in the current marketing environment.
This however does not mean the new methods are useless. Armstrong and Kotler (2011) advice that “new marketing communications model will consist of a shifting mix of both traditional mass media and a wide array of ecxiting, new, more-targeted, more personalized media” (p. 407).
The key differences in the two communication efforts in the Integrated Marketing Campaign elements will revolve around the choice of technological media to reach the two audiences. Depending on their age, children’s exposure to a marketing campaign depends on the media that their parents participate. Their online presence receives heavy mitigation while their use of cell phones, I-pads, and radio is nascent.
This leaves TV and children magazines as the primary means of reaching children. From early teenage to young adulthood, the use of alternative media peaks and differs a lot from the adult exposure and use of the same tools. This means that the targeting will have to be age sensitive, taking into account popular trends and consumer buying decisions.
For the adults, internet methods will be very useful in addition to traditional media. Kellogg’s will do well to note that, “incumbents possess substantial resources to fight back” (Porter, 1991, p. 15).
By analysing their current methods, Kellogg’s will gain insight into what methods to use. What is clear is that whether they want to promote children or adult cereal products, they will need to use a variety of media distinguished by the exposure the media provides.
Armstrong, G., Harker, M., Kotler, P. & Brennan, R., 2009. Marketing: An Introduction. 10th ed. Upper Saddle River, NJ: Financial Times Prentice Hall.
Levinson, Jay Conrad, Jeannie Levinson and Amy Levinson. Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. 4. New York, NY: Houghton Mifflin Harcourt, 2007.
Porter, M.E., 1991. Competitive Advantage. In C.A. Montgomery & M.E. Porter, eds. Strategy: Seeking and Securing Competitive Advantage. Boston, MA: Harvard Business School Publishing Division.