Ch. 16 - Advertising, Public Relations and Sales Promotion

Starbucks does not spend as much money on advertising as many other coffee companies do. Anywhere you go you will see a common Dunkin Donuts ad or a Mcdonalds coffee ad. Starbucks has proven to be very successful without it. Like the saying goes "why fix whats not broken". Starbucks tends to conduct their advertising in moderation. 

The most common form of advertising for Starbucks is Product Advertising. As explained in Principles of Marketing, Product Marketing touts the benefit of a specific good or service. Anytime Starbucks comes out with a new beverage they advertise that specific beverage. To be more precise, It happens most frequently during the change of seasons. For example in the Fall season Starbucks has its famous "pumpkin spice latte". Which becomes hugely popular during the time by the different ads but also by word of mouth. 

One of starbucks product relation strategies is product placement. If you look at some movies like "The Devil Wears Prada" you see the actress Anne Hathaway carrying several cups of Starbucks beverages. Starbucks opts for the best form of advertising in the world of promoting your product. As oppose to a common ad or commercial on television where most people change the channel during the breaks. In a movie they are forced to see it and will notice.