The first medium selected for this campaign for Godiva Chocolates is the newspaper. The choices, and the reasons for choosing them are: New York Times, (this is for prestige, market penetration and appeal to foreign markets and consumers); Palm Beach Post, (good demographics that match product offering); Beverly Hills Courier, (Good demographics that match product offering); Pasadena Star News, (Good Asian and Japanese demographics with high discretionary income); Le Monde, (Strong Euro penetration with style setters which lets us take the battle behind enemy lines); International Herald Tribune, (Appeals to people with taste or who want to have taste); Wall Street Journal, (major demographics with the rich men with guilt niche which is perfect for upscale gift giving); Barrons,(rich Men with guilt); USA Today (good demographics that match product offering).
The next medium is magazines. We have selected Yachting, (good demographics, high income, free thinking, traditionalists); Town & Country, (demographics of wealth, old money, style, gracious living, quality); Leaders, (absolute best demographics in the world since it only goes to world leaders and presidents of major corporations and all articles are written by these same leaders); Forbes, (good demographics and psychographics); FHM, (wealthy gay clientele); Details, (wealthy gay); Departures, (worldwide reach to those with discretionary income); O, (good demographics.)
In addition, we have budgeted for these media: Card Packets (American Express, Visa; Internet Search Engine placements (Google, Yahoo!, Alexa, Copernicus); Internet drop downs; Internet commission links; Corporate sponsorships of upscale events (Masters, Freeport Regatta, Cayman Caper, Fire Island Labor, Carousel Ball).
a. Why choose each medium and each vehicle
The medium of newspapers were chosen for their economy, reach, and f
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