Understanding how advertising is distributed and promoted

My campaign used a wide variation of media platforms to distribute and promote their ice-cream. The first thing they used was the poster to promote their new ice-cream. These were placed in major capitals such as London, Barcelona, Amsterdam and so on. This was a good use of distribution as it guarantees shoppers to see their printed advert. The cost for this kind of distribution ranges between £10/40 depending on the size of the poster, times this by the amount of posters used. It also depends on who you ask to print the poster, and where you put it.

The advert was also used on public transport such as city buses. As you can see below, the picture shows the printed advertisement on the side of a bus. The advert would of been on the side of many famous bus companies such as Stagecoach or Go Whippet. This type of distribution is also very good as it will be seen by thousand of people everyday as the bus travels into and out of the city. The cost of the having a bus for a month depends on the size of the bus, the length of the advertisement period and where you put it on the bus as shown in this picture.

If you look closely enough you can see on the bus that they have used the same tagline but translated all the over world. This clearly states that the advertisement campaign is international as it is aimed for more than one country. This would explain the lack of images used in the advertisement and why they used a world famous actor, who would be noticed worldwide. The content used in the advertisement can be used internationally as it relates to every nation. The use of this simple advertisement would generate customers from all over the world.        

My campaign used a cross ranged media campaign to promote their new product. First they created a a poster and bus printed adverts to creates awareness for the ice-cream. They then created a website for the ice-cream, where you could be interactive with the product. A PR was launched for Magnum Gold where the celebrity and the actress turned up to promote the ice-cream.They created a TV advert where it brought the idea of the stealing the ice-cream into a reality. A new poster which was robbery themed was launched to advertise the link between the fact its so good that you can steal it. Finally to complete their campaign, they released a cinematic TV advert which showed the actor and actress, stealing the actual ice-cream. The actress was selected by a use of a competition.  Overall all aspects of the campaign worked together to achieve the outstanding results.

Results

130 million sticks sold, +73% ahead of target. Turnover increased by 90 million year on year, +12%. Universal trailer was seen online by over 1.9 million people (129% vs plan).  The website received over 3.8 million visits.  Over 2 million people globally entered the competition to make a video heist film with Benicio Del Toro.