Media Mix and Promotion

Assignment Brief

Getting the right message out to the right market with the right media needs to be considered in the marketing plan. With so many options available today, the media mix should incorporate traditional and new media.

• Provide a brief description of your chosen product/service. (This should be used throughout class.)

• Select a competitor’s product or service and list at least three places where you found it promoted.

• Discuss how each promotion caught your attention.

• What made you notice this ad or placement?

• What type of appeal did the messages use to capture attention?

• Did you or will you buy the product because of the ad? Explain why or why not.

Sample Answer

Marketing Assignment: Media Mix and Promotion

Marketing is ultimately about communicating the right message to the right audience, using media that fits both the product and the people who might buy it. In today’s environment, businesses cannot rely only on traditional advertising like television or newspapers. They must also take advantage of social media, online platforms, and interactive forms of communication. This combination, often called the media mix, allows companies to increase visibility and connect with customers in different ways.

For this assignment, I have chosen a product from the food and beverage sector: a premium bottled iced coffee brand. The product is designed for busy young professionals and students who want high-quality coffee but also convenience. It is marketed as a healthier and more stylish alternative to energy drinks. This focus on quality, convenience and lifestyle is central to how the brand presents itself and how it must be advertised.

To better understand the competitive environment, I looked at Starbucks, which also sells bottled iced coffee in many markets. Starbucks has a strong reputation and global presence, making it a useful competitor to compare against. I identified three places where Starbucks promotes its bottled coffee: social media advertising, supermarket displays, and YouTube video placements.

The first place was Instagram, where Starbucks frequently posts images of iced coffee bottles alongside lifestyle content. What caught my attention was the use of bright, modern photography that makes the product look fresh and fashionable. The posts were not simply pictures of the bottles but were tied to moments like working from home or enjoying a sunny day. This made the product feel part of an aspirational lifestyle rather than just a drink. The appeal used here was clearly emotional and lifestyle-oriented. It suggested that buying this product connects you with a wider community of modern coffee lovers.

The second place was in-store promotions at a large supermarket. The bottled iced coffee was placed at the front of the refrigerated section with a bold, eye-catching cardboard stand. The visual impact of the green Starbucks logo against the neutral supermarket background made it stand out. What caught my attention was not only the familiar brand but also the convenience of the product being placed right next to the checkout area, where shoppers often make quick decisions. The appeal here was both practical and brand-driven. It reminded customers of a trusted name while offering the ease of buying it on the go.

The third place was YouTube, where Starbucks ran short pre-roll ads before lifestyle and food-related videos. The advertisement featured upbeat music and a quick message about starting your day with a chilled coffee. The fast pace and vibrant colours kept my attention, even though I usually skip ads. The appeal here was motivational, suggesting energy, positivity and a good start to the day. It was less about brand trust and more about the functional benefit of the product.

When reflecting on whether I would buy the Starbucks iced coffee because of these advertisements, the answer is mixed. The supermarket display might influence me most strongly because of convenience and immediate access. The Instagram post created a nice brand feeling but did not make me want to buy instantly. The YouTube ad was memorable but easy to dismiss as background noise. Overall, I would not purchase solely because of the advertisements. I would be more influenced by price, flavour preference, and availability. However, the ads do work in making the product stay at the front of my mind when I come across it in shops.

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