IV.4.6. Communication strategy deployment
17 Graphic or image used to represent the
communication message.
18 Institution in charge of the defense of French and
the promotion of relations between French-speaking countries.
19 West African interstate organization of which
Côte d'Ivoire is a member.
46
V.4.6.1. Choice and justification of media
communication means
The table below highlights the choice of media as well as their
justifications :
Board 4: Choice and justification of media
|
MEDIA
|
SUPPORTS
|
JUSTIFICATION
|
LOCATIONS
|
INSERTION
|
|
|
43% audience rate 75% of
|
|
|
|
|
national audiovisual
|
7:50 p.m. before the TV
|
24 spots of 30 seconds
|
|
|
coverage.
|
news precisely on
|
over 3 months.
|
|
RTI 1
|
Available on 25 TV
transmitters.
|
Saturday and Sunday. "Agenda category"
|
|
|
TELEVISION
|
|
|
|
|
|
|
38% audience rate. It is the
second most followed
|
|
|
|
|
national channel.
|
7:50 pm "rendezvous" for
|
9 spots of 30 seconds over
|
|
RT12
|
National satellite
coverage.
|
the 2 Weekend. "Simple category"
|
3 months.
|
|
|
It has the highest audience
|
Time slots
|
24 30-second spots over 3
|
|
Frequency 2
|
rate in Côte d'Ivoire with
|
6:55 a.m. to 7:20 a.m.
|
months.
|
|
|
27% weekly audience
share.
|
Monday and Tuesday
|
|
|
RADIO
|
|
The second most listened
to national radio station
per
week with 25% weekly
|
|
|
|
Nostalgia
|
listening rate.
|
7 p.m. Saturday and
Sunday
|
24 30-second spots over 3 months.
|
47
|
|
Fraternité Matin has a very
large audience in Côte
d'Ivoire.
Diversified content.
|
Advertising inserts
|
9 insertions over 3 months.
|
|
WRITTEN PRESS
|
Morning Brotherhood
|
Very good advertising
medium.
|
|
|
|
|
Hand to hand circulation
|
|
|
|
|
Possibility of online PDF version.
|
|
|
|
|
|
FHB University
|
|
|
|
Long contact time
|
Nangui University .
|
|
|
|
Good geographic
|
University of Man
|
|
|
DISPLAY
|
12m2
|
selectivity.
|
University of Bouaké
|
07 insertions during 3
|
|
|
Good audience
|
Perefolo University
|
months.
|
|
|
|
INP-HB Centre
|
|
|
|
|
INP-HB Abidjan
|
|
|
|
4.5 million users
|
|
|
|
|
29% of advertising
|
24 hours a day, seven days
|
Purchases of 60,000 clicks
|
|
Facebook
|
audience on the net
|
a week
|
over 3 months
|
|
|
(Facebook figure Ivory
|
.
|
|
|
|
Coast January 2020
online)
|
|
|
|
E-ADVERTISING
|
|
|
|
|
|
|
The most used search
engine in the world.
|
|
|
|
GOOGLE
|
|
24/24 seven days a week
|
|
|
|
|
|
Purchase of 60,000 clicks over 3 months
|
Source : Student, 2020.
48
IV.4.6.2. Choice and justification of non-media means
of communication The choice of non-media means of communication is made as
follows :
Board 5: Choice and justification of non-media
|
TOOLS
|
JUSTIFICATION
|
ACTIONS
|
INSERTION
|
|
PERSONALIZED GADGETS
|
Low cost
Long contact time
Very good target selectivity
Very appreciated by customers because
they are seen as gifts.
Possibility of hand-to-hand circulation.
|
Share personalized gadgets
Polytechnic Language Center to the
general public, schools and
businesses.
|
10,000 gadgets
|
|
PRINTS
|
Long contact time Very low cost
Possibility of movement between
customers.
Good amount of information.
|
Distribute the printed matter to
visitors within the structure and to students in the grandes
écoles of Yamoussoukro.
|
1 0 000 Prints
|
|
COMPETITION
|
Presence of several companies Strong audience
Great interaction with the target High target selectivity
|
Association of the structure with the linguistic flame for the
organization of the competition.
|
Permanent
|
|
CAREER DAY
|
Strong audience
Ability to interact with the target Very high geographic
selectivity
|
Career days will be organized in high schools and senior
schools in Côte d'Ivoire.
|
2 career days per year.
|
Source : Student, 2020.
49
| 
