Describe the promotional mix used by both organizations

Assignment Help Business Management

Reference no: EM132390478

Pearson BTEC Level 3 Diploma in Business

Unit 9 Creative Product Promotion

Assignment Title- Implementing a promotional campaign

The purpose of this assignment is to:

L1: Know the constituents of the promotional mix

L2: Understand the role of promotion within the marketing mix

L3: Understand the role of advertising agencies and the media

L4: Be able to create a simple promotional campaign

Scenario

After you have successfully helped one of your clients develop a marketing mix for a new product, they have now asked you to assist in the design and development of a promotional campaign for one of their existing products. You are responsible for researching the role of promotional mix, advertising agencies, selection of media to help you make key decisions on the design of the campaign.

Objective: Enhance and strengthen brand, increase market share or turnover, increase penetration of existing markets, increase sales for specific or new products/services, create stakeholder awareness, improve product awareness. Timescale: 3 months

Budget: S$50,000

Task 1 Promotional Mix

P1 Describe the promotional mix used by two selected organizations for a selected product/service.

• Describe the purpose and aim of promotional mix.

• Describe the promotional mix used by both organizations (private, public or voluntary) to promote the products or services you have chosen. This may include, advertising, direct marketing, sales promotion, sponsorship, personal selling and public relations.

• You must support your explanations with images.

P2 Explain the role of promotion within the marketing mix for a selected product/service. Using one of the organizations of your choice, explain how the promotion of one of the products/services, communicates the marketing mix to its target audience.

How does the choice of promotional mix communicate the following:

• Product

• Price

• Place

• Packaging

• People

• Process

• Physical evidence

e.g. IT your product is advertised on TV, what does the advert tell you about the actual product?

Does the advert tell you the price? Does it tell you where the product can be bought? Does it include a sales promotion?

Task 2 Advertising Agencies

P3 Explain the role of advertising agencies in the development of a successful promotional campaign.

Wieden + Kennedy is one of the most well known advertising agency in the world. They have collaborated with a number of big clients, e.g. Nike, Honda, Facebook, and Coca Cola etc. Other well-known advertising agencies include: Designory, Grey, Dentsu and Haves.

• Consider the following when explaining the role of advertising agencies: media planning (advertisement design, copywriting, graphic design, typography, production) and cost options (in-house versus outsourcing).

• Use an example of a real promotional campaign to explain the contribution of advertising agencies towards the promotional success of a selected product.

Task 3 Media Selection

P4 Explain the reasons behind the choice of media in a successful promotional campaign.

• Select a successful promotional campaign of your choice and explain the reasons behind the choice of media.

• Your explanation should be supported with images of media used by your chosen promotional campaign.

Consider the following: promotional objectives, media choice, target audience, timing, cost and coverage and readership and circulation.

Below are some examples of successful promotional campaigns:

• Nike - Just. Do It

• Apple - Get a Mac

• Red Bull Space Jump

• A Diamond is Forever

Task 4 Promotional Campaign

P5 Design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief.

For your chosen organization, you have been asked to design a promotional campaign. Use the templates provided in the assignment brief. Provide the following information:

• A summary of the marketing and promotional objectives of the campaign.

• A description of the target audience

• A description of the promotional media available and which you intend to use as part of the campaign. This should include examples of the promotional materials you intend to use for each medium selected.

• A detailed breakdown of the costs involved in the campaign.

• A schedule or time frame for the campaign.

Reference no: EM132390478

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