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Communication Plan Essay

1050 words - 5 pages

An American company, Kellogg’s was founded by Will Keith Kellogg and was formed on 19th of February 1906 as a world’s leading cereal producer that headquartered in Battle Creek, Michigan, United States. This case study investigates that how Kellogg’s sets up a communication plan to achieve its goals. A good communication is an essential for the company to send out the message they want and I will determine the effectiveness of their communication plan by using most suitable medium.
According to Keyton (2011), he defines communication is a process occurs between two parties sharing their ideas, thoughts, feelings and words to each other and any problem (known as noise) happens in middle of ...view middle of the document...

Parents always concern and care their health, as a result of rising cost of food; they reduce the money on buying nutrition food. The channel communication used by the company is internet and social media (Facebook, YouTube, Twitter, etc.) as they are the most widely used mass media. In other words, it is the faster tools to spread out the message to world and increase the consciousness of an issue. It defines as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content” (Kaplan and Haenlein, 2010).
The next best channel is television and radio advertising. Radio ads can be transformed and made it creatively in the form of verbal and be specialized at the different times a day. (Baran, 2014). Parents also spend most of the time on watching television with children especially on weekend. Some parents prefer listening to radio, enjoy while they are doing housework or driving. Kellogg’s engages with potential consumers through its advertisement; for example, “Make Time for Breakfast” broadcast on famous social networking site - YouTube and television appeared between two TV programs to promote the benefits of having breakfast and shows the difference with and without morning meal. As mentioned by Littleton and Schneider (2009), it’s true that television has become the new radio nowadays. And, it covers a large number of listeners and influences quickly to receiver. Hence, using commercial radio and online social media is one of the effective ways of spreading out the campaign.
The next audience that I define is school. Due to the food budget cutting down by government, schools stop providing breakfast to student. Kellogg’s after formed a Breakfast Club with conducting “Give a Child a Breakfast” campaign as they mean children are fed to start the day and ready to learn. Campaign is a set of communication activities involved of mixture formal and informal to get an exceptional consequence by using media or message in a huge number of individual in a given time. (Coffman, 2002, p. 2). The another effective way of communication Kellogg’s is using multi-platform campaign because of the differences in demography such as...

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