75 | P a g e Some people also get motivated and affected by magazines, here the preferred advertisement would be the same as with television; specific details and pictures of hotels, price and facilities, whilst showing the motivational factors of being with your family and experience new things in the sun.
To give an average on how they should arrange the media spend, I would, based on my findings, say 40% television, 40% internet, and 20% magazines.
76 | P a g e According to Jakob Tange (personal communication, 13 Sep 2013), Bravo Tours do not use radio spots. He explains that Bravo Tours use primarily television and social media to build brand awareness and brand attitude.
They start around September to send commercials for the summer vacations, that is around 9 months before the summer holiday starts, and right after the latest summer holiday ended. The most important for Bravo Tours to create in their commercials are a likeness towards the company and their credibility and competitiveness. In relation to considerations of television channels, Bravo Tours follow the target groups they are working with.
Besides television and social media, Bravo Tours use viral marketing and SEO, and they use print media in different daily and weekly magazines.
Now, I will look into whether, if what Bravo Tours does in their media mix is the optimal solution according to my findings.
first, I found that Bravo Tours should not use any media on the radio as it requires visual content for people to get motivated and affected, which they do not, so that is a match.
The two media points that were most important for brand awareness recall, brand attitude, visual content and frequency are television and internet, which are the two media Jakob explained they used, hence here they are doing the optimal media mix in relation to my paper.
Within the advertisement, it should start around 5-6 month before the summer holiday, and Bravo Tours starts already 9 month before, which can be discussed to be too early, as people do not already start looking because it is too far away from the summer holiday, and further they just had the summer holiday so the need for a new summer holiday is not started for most Danish families yet.
In relation to television it is crucial to show the motivational factors which are the sun and being with the family, and at the same time show specific offers, combined with some core facts that they have 90% satisfied customers. However for Bravo Tours, the most important is to make the possible customers like Bravo Tours, and believe in their credibility and competitiveness. Of course these are also important aspects, however I find that it is more important to be specific in the commercials and give the customers what they like to see and hear; which are the motivational factors combined with specific offers and core facts.
77 | P a g e According to media channels, I find that it would be optimal to show commercials in women’s magazines and before and after women’s tv series, as it is the women who often starts to look for possible holidays. When I asked Bravo Tours, they answered that they used the channels that were appropriate for their target audience; hence I must assume that they use the right magazines and television channels.
According to the internet I learned from my findings that people are not excited about internet banners, so instead Bravo Tours should focus more on viral marketing, social media, user – friendly website, and a high SEO. I learned that Bravo Tours do use viral marketing and SEO, however I learned from my interview with Jakob that they use a lot of internet banners. I found in my
interviews that people get irritated by internet banners; hence they should rather use more time and money on Facebook, viral marketing and SEO.
Some people also get motivated and affected by magazines; here the preferred advertisement would be the same as with television; specific details and pictures of hotels, price and facilities, whilst showing the motivational factors of being with your family and experience new things in the sun.
To give an average on how they should arrange the media spend, I would, based on my findings, say 40% television, 40% internet, and 20% magazines. Bravo Tours right now use 33% television, 33% internet and 33% print (which I assume to be in magazines). I think they should use less on magazines and more on television and internet, as we also found these two to be most important for brand attitude and brand awareness.
To sum up my recommendations for Bravo Tours that they do not already do, I recommend them to do the advertisement for the summer holiday 5-6 month before the summer holiday, and not as soon as 9 month before.
In relation to television and magazines it is crucial to show the motivational factors which are the sun and being with the family, and at the same time show specific offers, combined with some core facts that they have 90% satisfied customers.
According to media channels, I recommend showing commercials and advertisement at women’s magazines and in-between women’s TV series in the television or at a women television channel, as it is the women who often start to look for possible holidays.
78 | P a g e According to the internet I recommend that they use less internet banners and more social media, viral marketing and SEO.
To give an average on how they should arrange the media spend, I would, based on my findings, recommend Bravo Tours to use 40% television, 40% internet, and 20% magazines. I think they should use less on magazines and more on television and internet, as I found these two to be most important for brand attitude and brand awareness.