Your new client is a soft drink company whose latest energy drink has been a hit among teenagers in Europe and certain parts of Asia. The drink has been associated with fun and excitement in Asia and it has benefited from a successful campaign focused on celebrity marketing, in Europe. The energy drink company is now seeking to introduce their hit product to the US market. They want to reach the same demographic of 13-18 year olds.
The marketing department at the soft drink company stubbornly believes that the key to success is mobile advertising. In an extended conference with your team, the company's in-house marketing director laid out a strategy of introducing the popular drink to the US market by association with cool music and a fun lifestyle. The key to this introduction, the company believes, lies in a successful mobile advertising campaign. The company plans to spend $500,000 in the first year on an aggressive campaign targeting the teen market.
Your task, as a consultant, is to determine the two best ways to spend the money and make a recommendation. Specifically, you are to research mobile advertising options offered by Pandora, Spotify and Youtube. You must arrive at your recommendation by focusing on cost and effectiveness.
In your own words,create report for the company's executives, containing the following sections (do not worry about being right or wrong; simply offer your findings (from your research) and your recommendation):
1. Mobile advertising on Pandora - a brief but precise description of the advertising options and costs involved in deploying a mobile campaign, using Pandora's music service
2. Mobile advertising on Spotify - a brief but precise description of the advertising options and costs involved in deploying a mobile campaign, using Spotify's music service
3. Mobile advertising on Youtube - a brief but precise description of the advertising options and costs involved in deploying a mobile campaign, using Youtube
4. Decision - a clear recommendation, outlining the best strategy for proceeding, within the financial and choice constraints offered
There is no page requirement, just that all questions are addressed and fully answered.