"Although television, magazines, newspapers, and other mass media remain very important, their dominance is declining. In their place, advertisers are now adding a broad selection of more-specialized and highly targeted media to reach smaller customer segments with more-personalized, interactive messages." Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation Chapter 12. Page 375 This explains why Czekolada Beverages will choose to skip over tradition print and television advertising and focus on social media. The social media presence will offer examples of different drinks that can be made using the product and a bunch of lifestyle advice. It will also allow for more creative promotions like, extremely limited online offers and consumer rewards. "Examples of sales promotions are found everywhere. A freestanding insert in the Sunday newspaper contains a coupon offering $1 off Pedigree GoodBites treats for your dog. An e-mail from LLBean.com offers free shipping on your next purchase over $100. A Bed Bath & Beyond ad in your favorite magazine offers 20 percent off your next purchase." Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation Chapter 13, Page 432 These online promotions should foster an environment where consumers will want to check on our online sites daily to weekly. These are also ways to help the product go viral and gain exposure to a larger audience. This method of promotion will also be easily scalable into the global level and translate well into other countries.
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