Woolworth-media audit

Woolworths consists of some of the most trusted and recognized brands in serving and retailing millions of consumers everyday with low prices, good choice and great quality. The service range of the company includes petrol, liquor, general merchandise, food & grocery and consumers electronics in Australia and New Zealand. 

TV:
TV is one of the biggest Medias for spreading advertisements in the world. The first strength of making ads on TV is large audiences. Park (2011) said that Australian watched totally about 9.8 billion hours of television in 2008 according to the Australian Bureau of Statistics. Through above statistics, TV has a huge audiences group which can make more people watch Woolworths’ ad about fresh vegetables and fruits. The second strength is that it has a stronger impact and appeal on audiences. TV ads can make the audience feel especially true, because the television media use a faithful record of the means to directly stimulate the senses and psychological of audiences, after that to obtain the recognition of the experience of audience perception which can make audiences not forget this ads easily. It is very vivid. However, TV media has its weaknesses. The first weakness is that it is difficult to grasp the effect of spreading. TV not like print papers which can be carried easily needs a proper viewing environment which cannot block the spread of TV Media. For example, In this environment, the function of distance from the TV screen, viewing angle and the TV volume, size, equipment quality as well as TV antenna to receive signals, have a direct impact on television ratings of the TV ads. An expensive fee is another weakness. High costs of production always make advertisers give up TV ads. In process of making ads, lots of money is spent on playing, dubbing, editing and synthesis. 

Sponsorship:
The second media is sponsorship. It has some strengths and weaknesses for Woolworths through spreading ads. The first strength of sponsorship is that it can help establish a brand image, increase brand awareness. Sponsorship is a project that public concern and government support. Through this activity, Companies can enhance self-image. The second is that it can build a closer relationship with government or social organizations. Sponsorship of social activities can be recognized by society, after that the company which sponsored activities can be accepted easily. The last strength or the final goal is that increasing the sale. Sponsored activities specific to a warm atmosphere can stimulate consumer awareness and choice preferences of consumers. Therefore, not only with the sponsored project to establish a brand image, but organically and sales joint sponsorship activities more colorful, more momentum is huge, so that enterprises in the long period of time "," "profit" double income. However, sponsorship has its weaknesses. First, a specific opportunity is needed before carrying out. Sponsored activities must be coordination with other organizations, so the sponsored activities of a certain time. Second, the high investment costs. Sponsorship fee alone is not a small investment, but rather for the sponsorship truly effective, the need for companies to invest matching funds to carry out a series of promotional activities.

Leaflet:

The last media is leaflet. For the printing product, it also has strength and weakness. In the first, it has not only low cost, but also broad coverage. Distributed in the supermarket door can reach the coverage area of supermarket. Sometimes, leaflet folder with newspaper delivery, it can get wider coverage. Secondly, comparison with television and newspaper ads, leaflets’ target is stronger. For example, only sent to the female consumers such as leaflets of women's goods can be billing through staff. In addition, Leaflets can inform obviously. Filled the leaflets dropped quickly the merchant product listing, gift promotions, new store openings and other news to convey to consumers, which enlarge and strengthen the relevant information is transmitted by the newspaper and TV advertising. The last strength is that distribution is simple. Billing handbags carry a bag of leaflets can be distributed anywhere. For the weakness, the first is that it can make customers create boring feel on lots of leaflets. Promotional efficiency is very limited. Also, distribution of leaflets caused a large number of municipal rubbish. Every week, lots of leaflets with newspaper appear in letter boxes. 

Conclusion:

Through analyzing the strengths and weaknesses of three Medias and what they got from these Medias’ ads, every media has its strength and weakness, and the goals of every media’s ad are increase the sale and improve the popularity of Woolworths. Using more Medias can broad the range of consumers.