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Running head: BRAND MANAGEMENT
Name of the University
Name of the Student
BRAND MANAGEMENT 1
BRAND M ...
Running head: BRAND MANAGEMENT
Name of the University
Name of the Student
BRAND MANAGEMENT 1
BRAND MANAGEMENT 2
Table of Contents
BRAND MANAGEMENT ................................ ................................ ................................ ........ 0
Magic Radio ................................ ................................ ............. Error! Bookmark not defined.
Magic Breakfast ................................ ................................ ................................ ......................... 3
Target Audience Cultural Likes and Dislikes and Media Consumption ................................ ... 4
Digital Marketing of Magic Breakfast ................................ ................................ ....................... 4
References ................................ ................................ ................................ ................................ .. 8
BRAND MANAGEMENT 3
Magic Radio Background
Magic Radio has been the ultimate stop for feel -good moments for over several years
now. It is an adult contemporary independent lo cal and national radio station, headquartered
in London. Magic Radio has often been acknowledge d for playing songs that are most loved
and revered by their listeners ( Elliott et al., 2015 ). Perhaps, without a doubt, Magic Radio
remains an und isputed upbeat and cult radio station of the United Kingdom. Magic Radio has
predominantly remained one of the most prominent radio station s when it comes down to
looking for optimistic and upbeat music. Besides, the cult radio station has been regarded as
the 12 th most popular radio station in the whole of the United Kingdom. The r adio station is
mostly followed by women of generation X, each listening for approximately 5 hours every
week. Magi c Radio is simply attributed to ensuring euphoria for the people o f the Uni ted
Kingdom in the midst of their chaotic life.
The Magic Breakfast Show
Listeners of the Magic Radio often begin their day by tunin g in to the Magic
Breakfast, with Ronan Keating and Harriet Scott. Regular and loyal followers of the Magic
Breakfast wake up and commence their day with the culminating mixture of upbeat music,
laughs, frolic, magic radio competitions, and sometimes listening to interviews of A -listeners,
such as the likes of Justin Timberlake and Jennifer Lawrence. Ronan Keat ing and Harriet
Scott also travel for several magical radio live affairs, most recently following the farewell
Boyzone Tour with a broadcast truck, which they co -ordinated from H yde Park for British
Summertime (Crawford et al., 2019). The show was also introduced to Universal Orlando.
The Magic Breakfast is a confident, c olourful and authentic show that effortlessly reflects the
aspirations, likes, and interests of its listeners by broadcasting entertaining content every
BRAND MANAGEMENT 4
morning. It plays out the most dema nded sing -out -loud songs, particularly from the 80s and
the 90s for all of its listeners.
Target Audience ; Cultural Likes and Dislikes an d Media Consumption of
the Magic Radio Show
Magic Breakfast loya lists are usually around 34 to 54 years of age. The target
audience of Magic Radio is a positive, confident, and fun -loving section of the populace that
doesn't align to the concept of being regarded as middle -aged. They are assertive of their
attitudes, instead of their age. The audien ce comes across as ad venturous and passionate way
beyond tha t of the ir past generations. More often than not, Magic Radio’s target audience
imparts a sense of surprise with their candid and candour. Loyalists and regular followers of
the Magic Breakfast show cannot be boxed wi thin the vicinity of stereotypes. This section of
the United Kingdom population simply hate s to be filtered and stereotyped. They are more
likely to curate their respective choices, opinions, likes, dislikes, and experiences. Magic
Radio listeners connect with the radio station through several advancing ways, ranging from
DVD to Radio TV, to Facebook Competitions, Twitter, tablet, and mobile. Listeners of the
Magic Radio often connect to the radio station on platforms like Freeview 715, Digital Radio,
Sky 0 180, and the Virgin Media 928 all across the United Kingdom. On the other hand ,
audiences are connected to the radio station via 105.4 FM in London. Moreover, listeners and
followers of the Magic Radio foster their connection with the cult radio station, r anging from
multiple other mega -platforms like Magic Chilled, Mellow Magic, Magic at th e Musicals,
and Magic Soul, being made available Online, on the D igital Radio, via its App Store (2021).
Digital Marketing of the Magic Breakfast Show
Considering the target audience of the Magic Breakfast, 80 % of th e budgetary
allocation, surrounding the promotion and advertisement of the Ronan Keating and Harriet
Scott hosted show must be considered and given substantial and adequate social media
expo sure. Since the major chunk of their target audience is more likely to stay active on their
BRAND MANAGEMENT 5
social media handles throughout the day, thereby advertising on online platforms shall be the
most suitable. Magic Breakfast could be promoted vi a zip codes ( Deepak & Jeyakumar,
2019 ). Geotargeted advertising would enable the radio station to deliver attractive
advertisements to the zip -codes, specifically to their target market. Zip -cod es will facilitate
and maximize the reach of the advertisements to the Magic Brea kfast’s pertinent
demographic. Advertisement through zip -codes will hel p the radio station not to waste its
significant portion of the allocated budget , by displaying to the audiences who might not turn
up to their Magic Breakfast Show in the first go . Bes ides, interactive session s with the show
listeners build a strong emotional r elationship with its audience. Formulating giveaways an d
contests online will expand the show's reach to its target audiences. Establishing competitions
by offering trivia surrounding classic a lbums, creating lists of Top 20 90s songs for each day
will have new content to digest and explore (Todor, 2016). Offering explicit perks to the
target listeners, cultivating assoc iations to the playlists of all classic songs will enga ge i ts
listeners throughout the run of the Magic Break fast Show, and start their day on a vibrant and
positive note. Moreover, undertaking a well -structured survey will help the radio station
understand and comprehend the kind of activities and establishme nts its target audience
would willingly wish to take part in (Atshaya & Rungta, 2016 ). By analysing and evaluating
the behaviour, likes, and dislikes of its basic demographic or their target listeners, Magic
Breakfast weekly columns, hosting contests, and publishing the transcripts of on -air
interviews will fasten the creation of a structured emotional bridge between the show, its
hosts, its active listeners, and possible future listeners. Moreover, email marketing can be
equally implemented for the marketi ng of the Magic Breakfast, especially in terms of
organizing personalized events, running online and on -air competitions will increase and
elevate the personal quotient between the radio show and its target listeners. The creation of
well -structured softwa re will ensure that emails are configured to relevant email addresses
BRAND MANAGEMENT 6
and individual recipients. Personalized email marketing will enable Magic Rad io to bolster its
brand loyalty both in terms of the Magic Breakfast Show and the radio station as a whole.
Addition ally, email marketing would lead to word -of-mo uth -referrals in order to spiral
positiv e perceptions ( Opreana & Vinerean, 2015)
Ronan Keating and Harriet Scott might cater to the niche audience of the Magic
Breakfast Show by conducting quiz sessions surrounding popular and classical
music/ musicians. Curating questions and pairing liste ners to any cult singer in alignment to
their personalities would elevate the excitement quotient amongst its listeners and evoke a
sense of increased interest and devotion towards both the radio statio n and the Magic
Breakfast Show (Satria, 2018). Furthermore, creating a ballot , matching and aligning to
famous classical musicia ns would provide and provide an opportunity for the target listeners
to take active part icipation in the aesthetic element s and feature s of such activities ( López
Moreover , the Magic Breakfast Show will be promoted on -air throughout the day,
being advertised on all the other shows aired on the Magic Radio Station. All the hosts must
curate a segment from their respective shows for promoting and giving insights about the
Magic Breakfast Show to their listeners. The continuous and consistent h ammering would
undoubtedly fasten the process of extension and expansion of the sho w’s listener base. This
segment will be placed right at the beginning, during the end of the show , and in -between the
commercial breaks. Continuous repetition of insights and inputs pertaining to the Magic
Breakfast Show can help the radio station create a nd cultivate awareness about the Magic
Breakfast , through practices of continuity. In addition, increasing memorability rate will
ingrain and impart significant and relevant information about the show, having ensured that
the information remains adhesive i n the minds of t he listeners of the Magic Radio Station
(Yasmin, Tasneem & Fatema, 2015). Additionally, promoting and advertising the Magic
BRAND MANAGEMENT 7
Breakfast Show throughout the day by all the hosts of the Magic Radio Station during their
respective show run will potentially enha nce and elevate the reach to all the more listeners,
particularly those who are likely to tune out or switch stations in -between and in the middle
of the commercial breaks. Furthermore, podcast marketi ng will also be included in the digital
marketing policy, by effectively pairing with the techniques of re -targeting campaigns and
The efficacy of includi ng a jingle ad inevitably builds a strong emotional connection
between b oth music and memory. An informative, thoughtful, and classical jingle will help
foster a connection and association in the minds of the listeners with regards to the Magic
Breakfast Show. Including and incorporating an appeal and endorsement featuring bot h the
hosts of the show, Ronan Keating and Harriet Scott will help cultivate their loyal fan base
and their brand value. Announcement undertaken by both the hosts would be more casual
rather the commercial. Also, the hosts of the Magic Breakfast Show, Rona n Keating, and
Harriet Scott must continually promote their show on the ir personal social media channels
(Chaffey & Ellis -Chadwick, 2019). Lastly, 20% of the budget allocation might consider
promoting and advertising by musicians and singers like Justin Beiber, Justin Timberlake,
and Ed Sheeran on their respective social media handles; Instagram stories; and through
Facebook posts. Loyalists of these world -class musicians w ill mark the show as relatable to
their followers, thereby getting them hooked to t he consistent advertisement campaigns.
BRAND MANAGEMENT 8
Atshaya, S., & Rungta, S. (2016). Digital Marketing vs. Internet Marketing: A Detailed
Study. International Journal of Novel Research in Marketing Management and
Economics , 3(1), 29 -33.
Chaffey, D., & Ellis -Chadwick, F. (2019). Digital marketing . Pearson UK.
Crawford, C., Edwards, A., Farquharson, C., Greaves, E., Trevelyan, G., Wallace, E., &
White, C. (2019). Magic Breakfast: Evaluation report and executive summary.
Deepak, R. K. A., & Jeyakumar, S. ( 2019). Marketing management . Educreation Publishing.
Elliott, R. H., Rosenbaum -Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand
management . Oxford University Press, USA.
López Romero, Á. D. (2018). Plan de marketing digital para la empresa radio superk
800 (Bachelor's thesis, Guayaquil: ULVR, 2018.).
Opreana, A., & Vinerean, S. (2015). A new development in online marketing: Introducing
digital inbound marketing. Expert Journal of Marketing , 3(1).
Planetradio.co.uk . N.p., 2021. Web. 26 Mar. 2021.
Satria, H. W. (2018). Brand marketing communications micro, small and medium enterprises
(SMEs) in Indonesia (resonance pyramid brand implementation study on radio
magno). KnE Social Sciences , 433 -451.
Todor, R. D. (2016). Blending traditional and di gital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V , 9(1), 51.
BRAND MANAGEMENT 9
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration , 1(5), 69 -80.
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