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Concept explainers
Making use of the case study, explain the difference between media, medium and
media vehicle.
Source: https://www.mobilemarketer.com/news/burger‐king‐mobile‐marketer‐awards/566220/
Media: The main means of mass communication like broadcasting, publishing, internet, etc. "Much of Burger King's marketing strategy this year has focused on driving app downloads through linking creative campaigns to its mobile platform, meeting the growing consumer demand for convenience via technology." Technology is used as a medium as app publishing. A number of QSRs are battling to reach valuable millennial and Gen Z groups through interactive campaigns as well as convenience-focused features like mobile ordering, payment and delivery where they are used as media.
Medium: Medium is an open platform or mechanism of communication. "Burger King has started wedging itself into timely pop culture moments and driving app downloads through smartphone-centric campaigns" hence the medium is apps on smart phones. "Burger King's success in using mobile technology and location data demonstrates how savvy brands can creatively tap into consumers' attachment to smartphones and lift sales." Hence, the medium used as smartphones proved effective. the app used augmented reality as a medium to convey their strategy to customers.
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