Starbucks to begin airing television ads in U.K., part of its largest-ever advertising investment across its Europe, Middle East, Africa segment
Nevin Barich
LOS ANGELES
,
March 13, 2012
(Industry Intelligence)
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Starbucks Corp. is set to begin airing television ads in the U.K. , part of its Starbucks’ largest-ever advertising investment across its Europe, Middle East and Africa segment, Bloomberg reported March 12.
Starbucks has rarely used TV to tout its brand, relying instead on social media, word-of-mouth and its cafes to market beverages and food. Recently, Starbucks has moved into other areas including juice, single-cup beverages and a coffee brewer.
Bart Glenn, an analyst at D.A. Davidson & Co. in Lake Oswego, Oregon, said Starbucks doesn’t spend as much on ads as a percentage of sales as McDonald’s Corp. (MCD) and Dunkin’ Brands Group. According to a company filing, Starbucks cut its advertising spending 20% to US$141.4 million in the year ended Oct. 2.
The primary source of this article is Bloomberg, New York, New York, on March 12, 2012.
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