Analyzing the Effectiveness of Multimedia Advertising Campaigns on Audience Reach and Recall a Study of Red Bull

Abstract

Within the modern media setting, brands are turning to multimedia-based advertisement campaigns to attract the interest of the audience and improve message recall. In this paper we used the Hierarchy of Effects Model and the Integrated Marketing communications (IMC) model in order to research the significant impact of exposure to multimedia advertisements on the perception of the consumers towards the reach of the audience and brand recognition. The model indicates that exposure of the multimedia campaigns created by Red Bull, which includes television, digital video, social media, and experience events, as well as branded content has a direct relationship on the audience reach, which in turn has an indirect relationship with the recall of the message created by the brand. This research will adopt a quantitative research design approach that will involve the use of structured questionnaires to sample out young adults between the ages of 18 and 35 years in India and their exposure to the advertisement of Red Bull. The major results will be that multimedia advertising will perform much better than the single-media campaigns with different levels of performance being differentiated by the platform. Using established concepts of communication, the hypotheses proposed prove the concepts of cross-platform synergy as effective in creating increased awareness, as well as being a type of catalyst to cognitive message retention.