MEDIA STRATEGY Harcourt Perry & Cider Makers (HP & CM) will apply both traditional and digital ads to build their advertising campaign. For traditional ads, this company will use magazine and billboards (Array Digital 2019). For digital ads, they will run ads via social media channel like Facebook, Instagram, Pinterest and Twitter (Array Digital 2019). Social Media Based the current data analysis from Social Media News, six in ten Australian use Facebook and six million Facebook users aged between 25 and 39 account for the highest proportion with 35% in the total people using Facebook in Australia (Brown 2020). Moreover, as Jolly (2020) mentioned by using social media ads, the company make profitable coming in from the first day their ads video is live. Thus, Facebook will be chosen as first social media platform to run HP and CM's ads campaign to target potential consumers. However, although, Facebook is leading market in the social network, the rest of networking sites has been growing quickest over decades, like Instagram and Pinterest has 5.6 million and 7.6 million users over 4 years, respectively (Roy Morgan Research 2019). Therefore, besides available Facebook pages, this company can build Instagram, Pinterest and Twitter pages to upload new product ads every week and build a better intercommunion to customers via social media as well as rising the followers their pages. Lastly, for every ads video on social media, the advertising team of HP & CM will build a short video around 12 second with image, message and benefit of a product. Magazine According to News Media Works (2019), majority of readers tend to trust in contents and advertising on newspapers rather than other mediums. Moreover, by placing advertising on newspapers, advertisers directly target specific consumers based on those living in specific geographical area (Sadmin 2015). Therefore, based on 10 top-read magazines in Australia, some magazines are chosen to promote HP & CM's brand image, including Woolworth Fresh Magazine, Coles Magazine, and Better Homes and Gardens (Mediaweek 2018). Thus, this company can target a large number of potential consumers who are magazine readers. Outdoor Ads In fact, the use of outdoor billboards has significantly impact to potential consumers, especially, people who usually use public transportation. Thus, the Harcourt Perry & Cider Markers should consider using outdoor advertising near train stations. Moreover, as the Harcourt Perry & Cider Markers has several retail stores across Melbourne, so, placing the billboards nearly HP and CM's retail stores location is also considered. Therefore, both billboards locations help them reach potential consumer faster because there will be a large number of commuters on the roads per day (Cestrian 2014). As a result, Harcourt Perry & Cider Markers will utilize six billboards including three of its being hired near their stores and the rest billboards being hired on South Yarra, Glenferrie, Richmond station. BUDGET APPROACH
The budget media for Harcourt Perry & Cider Makers is 2.4 million, including 40 percent of Social Media, 40 percent of Outdoor Ads and 20 percent of Magazine.