The way advertisers choose how they are going to promote a particular product depends upon the target audience and how they want to get the attention of this audience.

Beattie McGuiness Bungay was advertising IE9 on an international scale, because the product would be released globally. This was obviously because the browser was going to be used all over the world, due to the wide scale in which computers are available/used.

Television

TV channels were used in order to advertise IE9 because of how many people will see them. The advertisements for this product ran mainly from 12PM-9PM periodically in the UK. These made it to thousands of people who saw the advert daily. Whether at work or at home, they did this so that the product was seen in as many places as possible in order to get the attention of as many people as possible.

Internet

The advertisements for this product were also displayed online. This was a very good place to advertise this product. They did this because if users are surfing the internet they have to be doing it through a browser. And by putting the advertisement online on popular websites such as YouTube and Facebook, this ensures that the advertisement will be seen.

The fact is that the firm went for a ‘must have’ feeling with this product and that it is also faster than all the other browsers. Users may feel as though they needed a change whilst using another browser watching these adverts. As well as that through the usage of the internet older version of IE such as IE8 would prompt for the update so users would immediately be informed of the new browser’s release. This got the attention of the customers and helped towards the success of the promotional campaign.

Newspapers and magazines

The firm chose to advertise in newspapers because like TV this reaches a large audience. But as customers may have work they might not have a chance to see the advertisements on the TV when they are on. But if they grab a newspaper on the way to work they would see it. The firm was trying to get the attention of as many people as possible to be aware of the product as well as the fact that so many individuals use the internet, over 7,000,000,000 use the internet. Trying to get as much attention as Beattie McGuiness Bungay did was a smart idea due to all of the above.

The firm made the choice to use magazines because of the promotion they gave the browser. This is because the product was reviewed and given positive feedback, which then pushed the product further through the positive feedback and the exposure the reviewers gave the product.

Many Internet users always look at reviews of products before installing them onto their computers and getting the product reviewed was a good idea to implement into the advertising process. They included some of these quotes from the reviewers in there commercials such as ‘amazingly fast – New York Times’, ‘simply stunning – Conceivable Tech’, ‘IE9 will change the web forever – Digital Trends’.  This further helped the promotional campaign.

Sarah Williams is the author of the article above; she is a content writer for Gloc Media, a PPC agency in London, currently working on a project for the Spanish travel agency San Sebastian Apartments, a holiday rental touristic accommodation agency. Sarah is also working on a project for dentistas San Sebastian. Go ahead and follow her on Twitter on @SWilliamsLondon. She likes books, hiking and the Internet world.