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Media Analysis and Engagement Plan - Essay Example

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Media Analysis and Engagement Plan: Samsung Product Launch in the UK Core Story/Background for the Release Samsung Electronics has suffered a major blow from the lawsuit with Apple Macintosh, despite court rulings decreasing the settlement amount in major cities around the world…
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Media Analysis and Engagement Plan
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Download file to see previous pages The product was able to win over many fans and boost sales due to its innovative features such as a large HD touch screen, rounded design, eye movement recognition and pop-up play features (Samsung Electronics, 2013). The successful release of the upgraded flagship product across the world prompted Samsung to create an even better version, the Samsung Galaxy S-IV, which is to be released sometime in 2013. However, speculations as to the product’s specifications and release date were already starting to creep up in the web, despite the South Korean company not fully disclosing about the product just yet. In order to curb the hype as well as to properly inform the public and the product’s targeted audience, a social media and traditional media engagement plan would be designed to create a smooth and problem-free product release for the Samsung Galaxy S-IV. Identified Target Audiences (Online and Offline) High-end devices such as smartphones are known to appeal to two major age groups which are known to be tech-savvy among most of the general public: the 15-34 age group and the 35+ age group, also known as the Generation Y’s (We Are Apps, 2013). This is explainable by the fact that both age groups grew up with a full knowledge about rapid technological advancements and are not shy from using them, aside from having the income to buy such devices. They are also the age group that mostly frequent online, and they are able to passively advertise products and services either by blogging about them or uploading the photos of products or logos. They are also receptive to offline advertisements such as traditional mass media approaches due to familiarity or frequent use at home, thus these other forms of media would work on them as well. As these two age groups use their preferred media, people around them or those that they know well also get easily informed since they are able to use all forms of communication, and would be able to relay information to friends, families, co-workers, and other people within their network. This creates additional target audiences through passively advertising about products by telling others about their experiences (Benkler, 2006). Thus using both online and offline strategies could easily create a wider coverage not just of the two targeted age groups but also to other age groups by catching their interest, both by online networking strategies and the use of print, television, and radio ads. Proposed Story Angle for Target Audiences and Media Anticipating a fun and relaxing summer is the chosen theme for the media engagement plan, and an image of positivity, various new experiences and uplift would be most applicable. Whereas the previous smartphone had variable story angles due to an increased focus in the product’s innovative features, it would be better to create an atmosphere for the new product since it would mostly be sharing some similar features with its predecessor. By introducing the product as a great way to experience and capture summer, people would more likely recall light and positive experiences, which could draw them in to the product much further. To keep the interest of the public and the target audience, in using traditional visual media short advertisements that are serial in nature (e.g. open-ended) can be used, aside from just showing the product’s features plainly. Showing experiences that most can relate to would not only make the company seem much more in tune with ...Download file to see next pagesRead More
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