marketing campaign - lesson element - presentation ( ppt

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OCR Level 2Cambridge Technicals

in Business

Unit 5: Marketing campaigns

Marketing campaigns

Marketing campaign of product/service

The main beneficiaries of campaign

The target audience

The main purpose of the campaign

The organisation running the campaign

The types of business campaigns

Private sector businesses; eg cinema, bank, retailers (shops)

An official body; local authority organisations eg library

Government organisations eg Army, Police, Fire

Non government organisations; Charities such as Oxfam, Save the Children

Activity: Select one of these organisations and describe what the campaign was about

Target audienceMass market: This is for everyone to see, to inform them, entertain the audience to ensure that they react to the advertising campaign and buy the product or service

Niche market: This is aimed at a certain audience who are specific and highly targeted in terms of the product or service

Activity: Write down two paragraphs describing one product/service that is for the Mass market and another for the Niche market explaining why you consider it to be for this audience.

Tactics of campaignsMost organisations try to aim for a good reaction towards the campaign so that they gain excellent salesSome organisations create a campaign that is difficult to understand or disliked by the mass market but can get people talking about it!Activity: In pairs think of some examples of advertising campaigns which have had a positive reaction or a negative reaction from the general public. Why is this?

Purpose of campaigns

Inform about the launch of a new or existing product

Raise awareness of new product/service

Alert an audience to an event

To remind customers a company is already well established

Who benefits?Retail organisations that stock the products/services and the manufacturers who make the products/services

Retailer: profile of the business rises, profits rise because of increased sales

Manufacturers: Raise awareness of portfolio of products/services

Stakeholders (people involved in the business) with association to products/services

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