Question

Brand= Aquafresh toothpaste. Word count 1000 to 1500.

Media Strategy: Identify the Brand’s media strategy differentiating between Paid, Own and Earned media.

1. Media Reach and Frequency: Explain how your Brand intends to optimize its Media Reach.

2. Media Coverage: Explain the geographic coverage used by your Brand.

3. Media Efficiency: Based on your research of the Brand, do you think they are achieving an efficient CPM/GRP outcome?

4. Reputation Management: Perform secondary research online to identify positive and negative reputation issues that your brand may have.

Answer 1

Media Strategy:

Identify the Brand’s media strategy differentiating between Paid, Own and Earned media.

Paid Media:

This type of media includes the channels where the brand pays to leverage the channels' broad and far reach. These include channels like TV, radio, internet, newspaper and magazines where the company posts advertisements. A few examples of these would be TV commercials, newspapers ads, paid search, display ads etc. Such media type help in gaining mass outreach for the brand which translates to a higher exposure levels and reach among the people.

Owned Media:

In this type the brand controls the channel. A few examples of this type would be the brand's social media channels, brand's website, blog, vlog etc.

Earned Media:

In this type the customers become the channel, where and the brand relies on positive word of mouth and organic visibility. A few examples can be the social media followers, mind share of the brand, conversations around a social media campaign etc.

Reputation Management: Perform secondary research online to identify positive and negative reputation issues that your brand may have.

Since Aquafresh has been in the market for quite some time now, it enjoys a loyal patronage from a lot of people across age groups. The brand has also generated a good amount of brand equity and brand recall due to its various media strategies.

When we speak about customer reviews though, it is not all rosy for Aquafresh, One of the most common criticism and unpleasant experience for the toothpaste is irritation in the gums and tongue for sensitive users. This is caused due to the presence of certain chemical which give the toothpaste a strong flavor. Another unpleasant review would be the non-user friendliness of the Aquafresh Toothpaste pump, which is found to be cumbersome to use by certain people. However, the same pungent and strong flavor of the toothpaste has had many loyalists. Some people only prefer Aquafresh as it completes the brushing experience for them. Loyalists have the toothpaste shipped to places where they have recently moved and are unable to procure it in their local markets.