Promotional Mix

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UNIT 9: Creative Product Promotion

You are on work experience with large marketing consultant and have been asked to investigate some marketing/promotion situations as part of a research project they are working on.

Carry out the following tasks for them and present your research in a professional report

Task 1 (P1)
Describe the promotional mix used by two selected organisations for a selected product/service. Use a high street retailer of your choice and a business of your choice, which provides a service. •Using these two organisations, you must describe the promotional mix they use to communicate information about their products or services to their customers. •You should include a description of the promotional methods they use. •Include pictures and examples where possible.

You should explain what the promotional mix is designed to do and how the business will benefit by using the particular mix they have chosen.

Promotional Mix:
The promotional mix is how a business attempts to promote their business to a specific target audience. The variety of promotional methods that the business use is known as the promotional mix; the promotional mix is made up of 6 parts:

-Advertising
-Sales Promotion
-Public Relations
-Personal Selling
-Sponsorship
-Direct Marketing

River Island – Promotional Mix

Task 2 (P2)
Explain the role of promotion within the marketing mix for a selected product/service. Pick a mobile phone network provider for this task.
Describe which aspects of the marketing mix are important to them. •For each of the 7P’s, describe the role that promotion plays.

Task 3 (M1)
Explain how promotion is integrated with the rest of the marketing mix of a selected organisation to achieve its marketing aims and objectives. Use the same organisation for this task that you selected for task 2. •Identify the organisation’s aims and objectives.

You should describe how promotional activity has helped achieve the aims and objectives of the selected company.

Task 4 (D1)
Evaluate and justify the use of an appropriate promotional mix with respect to marketing objectives for the selected organisation. Write a report, intended for submission to the organisation you selected in tasks 2 and 3. •Rank and evaluate the elements of the promotional mix in order of importance in relation to achieving marketing aims and objectives.

Task 5 (P3 )
Explain the role of advertising agencies in the development of a successful promotional campaign. Select an advertising agency for this task.
Describe how the client and the agency work together to create a campaign. •Describe the main activities of the selected agency.
How can each of these activities help organisations launch a successful campaign?

Task 6 (M2)
Explain the advantages and disadvantages of using professional agencies in ensuring promotional success. •What are the drawbacks and benefits of using an agency in a promotional campaign? •Explain if the benefits outweigh the drawbacks and if agencies are likely to increase the chances of promotional success.

Task 7 (P4/P5)
Design a promotional campaign for a given/service to meet the needs of a given campaign/creative brief. Explain the choice of media in a promotional campaign. (See pages 4 and 5) •You are to prepare a campaign for the mobile phone company “Orange”. •You are to select the content of the promotional message from the campaign brief/creative brief. •You are to create a promotional plan that explains your campaign tactics, including audience, materials, promotion mix, timing, costs and choice of media plus anything else you think is relevant to your campaign.

Task 8 (M3)
Provide a rationale for a promotional campaign.
Produce a report that explains each element of your campaign in Task 7, with a justification of why you chose the tactics that you did. •Explain the goals you have set for your...
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