Consumer insights in relation to media consumption
Media Planner and Buyers are expected to have a significant understanding of the consumer's relationship with the media and display high levels of 'consumer insights' in relation to media consumption.
Discuss the above statement in relation to the soft drinks sector and how it may be of vital importance when media planning and buying from both an academic, using relevant models such as Engel/Kollat, and practitioner based perspective providing relevant examples to reinforce your discussion.
We could make a general definition of media planners and buyers as the people responsible of delivering a given message to the correct audience in the most economically profitable way. As Press and Williams (2010, p. 194) state, we live in a mediated world, where exposure to the media is very high. Starting from this point, it is essential to understand who this audience is and how do they behave in relation to the media (what media do they consume, when, where, how long...?).
The reason why is to make the best out of the budget, in order not to waste the investment on useless media that would not reach the desired target. Following, it will be analysed how this knowledge can be applied in relation to the soft drinks sector, and how media planners and buyers do so aiming to maximise the effectiveness of the campaign.
First, we must know about the soft drinks sector. Soft drinks (also known as non-alcoholic drinks) embrace segments such as carbonated drinks, still and dilutable drinks, fruit juices, smoothies, bottled waters and sports and energy drinks (see Appendix, figure 1). It is a highly competitive market, having carbonates as the most outstanding category in terms of sales and popularity. The industry has suffered a continuous decline in income...