e their driving which is mainly where the need to buy petrol or visit a petrol station is generated. Therefore advertising on the radio should mainly take place on morning hours where most of the target audience are going to their jobs with their cars and also at early evening hours where potential customers are returning from their jobs. Motor magazines: These magazines are an important medium for communicating with a more sensitive audience because readers of such magazines are more likely to search for more information about the new petrol in order to be convinced that is the right one for their vehicles.Posters: Posters could be used at large motorways such as the M1 and M25 because these motorways are used by a large amount of motorists daily. Furthermore, these motorways are popular for their traffic jams at peak hours, where there is an opportunity for motorists to pay give attention to the company's posters since their car won't be moving.Newspapers: Daily newspapers such as The Sun or The Times are important mediums for Shell's media strategy and also important for the target audience to be informed about the new fuel because these papers have the highest readership rates throughout the U.K. Direct Mail: Direct mail can be used for existing and loyal customers in order to be informed about the new fuel and also this is an opportunity for the company to build awareness.Sponsorship: Shell can provide sponsorship opportunities to major events that include cars or racing events. A good source for sponsorship could be that the company can sponsor the new fuel on F1 Grand Prix where a car's efficiency and performance is all that matters.Recommended MessageThe message that would be most appropriate for Shell's campaign is " Not just any petrol, Shell Petrol". This message will communicate to the consumers the uniqueness of the new petrol and will enable Shell to differentiate from other brands. This message will also enable us to prom...
