Against Animal Testing Campaign

Running head: AGAINST ANIMAL TESTING CAMPAIGN
Against Animal Testing Campaign
Name of the Student:
Name of the University:
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1AGAINST ANIMAL TESTING CAMPAIGN
Table of Contents
1. Importance of the Marketing Campaign................................................................................2
2. Promotional Mix Theory........................................................................................................2
3. Promotional Mix Element that is adopted by Body Shop in the campaign...........................2
4. Promotional Channels used by The Body Shop to promote its fight against animal testing. 2
5. Key message in the Campaign...............................................................................................3
6. Key target audience and their characteristics.........................................................................3
7. How the video campaign’s source attributes and key message achieve The Body Shop’s
new objective.............................................................................................................................3
8. Method to be used for the company for measuring the effectiveness of the Video Campaign
....................................................................................................................................................4
9. Conclusion..............................................................................................................................4
References:.................................................................................................................................5

2AGAINST ANIMAL TESTING CAMPAIGN
1. Importance of the Marketing Campaign
Through this campaign, the brand- The Body Shop, has taken a stand against testing
of animals. The main aim of this campaign of The Body Shop is to employ global ban on the
issue of animal testing. The campaign was considered to be the very first animal protest that
is conducted outside of the headquarters of United Nations New York (Japutra, Molinillo and
Wang 2018). The campaign was launched globally in order to call on all the government
heads all over the world to step up and prohibit animal testing for the purpose of cosmetics.
Hence, it has campaigned honestly to end the cosmetic testing on the animals.
2. Promotional Mix Theory
A marketing plan is primarily focused on the target market and it is made up of 4 key
elements called the 4 Ps. They are known as promotional mix and it consists of public
relations (free publicity or paid efforts for stimulating interest and discussion), advertising
(radio, television, print ads, brochures, direct mail, billboard, signs, catalogues, web pages
etc.), sales promotion (coupons, contests, rebates, product samples, self-liquidating
premiums, sweepstakes, trade-ins, trade shows etc.) and personal selling (sales meeting, sales
presentations, incentive programs, sales training etc.) (Masa’deh et al. 2018). These elements
are used by the companies as tools for communicating to their target market as well as for
producing the organisational sales profits and goals.
3. Promotional Mix Element that is adopted by Body Shop in the campaign
The promotional Mix element that Body Shop has used in its campaign is of
advertising. A major part of the entire promotional budget was consumed for the
advertisement of the campaign alone. It has used paid form of media communication that
include the print ads in the magazines, newspapers, trade journals, TV announcements and
web based visibility. It has also made use of billboards. It has no direct contact along with the
possible customers of it during the process of communication during the campaign.
4. Promotional Channels used by The Body Shop to promote its fight against animal
testing
The promotional channels that were been used by The Body Shop in order to promote
its fight against animal testing campaign are websites, Facebook advertising, Snapchat,
Instagram, Blogs, Twitter, LinkedIn, Banner Advertisements, Pinterest and Google ads.