The aim of this unit is to give learners an opportunity to learn about the promotional mix, and the related topics of buyer behaviour and branding, before going on to design their own small-scale promotional campaign.
The learning outcomes of this unit are;
1 Know the constituents of the promotional mix
2 Understand the role of promotion within the marketing mix
3 Understand the role of advertising agencies and the media
4 Be able to create a simple promotional campaign.
The resources below should be of some use to help you complete the demands of this unit.
|P1 describe the promotional mix used by two selected organisations for a selected product/service|| |
Promotional mix: element of marketing mix; advertising; personal selling; sales promotion; public relations; direct marketing; sponsorships; purpose and objectives of promotion mix; need to support desired corporate image
Decisions about appropriate mix: cost versus benefits – short term and long term; target market and exposure to media; type of market eg business to business or business to consumer; rapidly changing or relatively stable market; channel strategies; objectives; positioning; branding; competitors; budget requirements; timing requirements
Communications model: sender/receiver; encoding/decoding; noise; feedback; message; media choice
Consumer response hierarchy: AIDA (attention, interest, desire, action); how different promotional methods work at different stages
|Promotional Mix Presentation||Example Unit 9 Assignment|
|M1 explain how promotion is integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims and objectives|
D1 evaluate and justify the use of an appropriate promotional mix in relation to marketing objectives for the selected organisation.
P2 explain the role of promotion within the marketing mix for a selected product/service
|Products and services: product range; new product development; product and market trials; quality; quantity; timing; product features and variations (unique selling points); associated services and benefits; style
Price: importance; factors affecting price; pricing strategies
Place: online and/or physical presence; retail; wholesale; direct selling; role of intermediaries (push and pull)
Packaging: eg appearance, message, distinctiveness, appropriateness, functionality, integration in mix
People: importance particularly in services; training and development; consistency of image
Processes: importance in creating/maintaining positive image
Physical evidence: eg colour, sound, tone of voice, language, image, light
Promotional objectives: how business aims and objectives translate into marketing and promotional objectives eg raising awareness of product/service, creating distinctive market presence, increasing market share; targeting relevant audience; attitudes, interests, opinions, aspirations, demographics eg age, gender; business to business (b2b); business to consumer (b2c); promotions; segmentation eg first-time buyers,
Branding: brand values; brand ‘personality’; benefits of brand to owner (permits premium pricing; aids differentiation; cross-product promotion); brand extension; brand fingerprinting (all aspects of contact with customers supporting branding values and positioning)
P3 explain the role of advertising agencies in the development of a successful promotional campaign
|Roles of advertising agencies: services offered such as media planning eg advertisement design, copywriting, graphic design, typography, production; cost options eg in-house versus outsourcing
Types of media: local; regional; national; international; terrestrial; satellite; digital; internet; specialist media
eg trade magazines
Criteria for media selection: cost versus coverage; promotional objectives; target audience; focus of appeal
eg emotional, empathetic, intellectual; timing; circulation; readership
Role of the internet: disintermediation; direct marketing; one-to-one communications, eg mobile phones
M2 explain the advantages and disadvantages of using professional agencies in ensuring promotional success
P4 explain the reasons behind the choice of media in a successful promotional campaign
P5 design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief.
Campaign brief: objectives eg target audience, budget
Creative brief: objectives eg to reach a given audience
Selection of content: communication of promotional message eg features, performance, benefits, quality, reliability
Campaign tactics: reach given target group; selection of appropriate media; selection or design of suitable promotional materials/images; text and script according to media type; target audience; objectives; budget;
selection of images eg colour, impact, visibility, style, pace; other sensory dimensions; presentation; focus groups; stages – use of storyboards eg mock-up, final proof, review, planning of next stage
Developing a promotion plan: choosing promotion mix; objectives; integration into wider marketing mix; timing; frequency; cost; using promotion plan; media mix; use of internet
M3 provide a rationale for a promotional campaign.
D2 evaluate an existing, national marketing campaign.