Communication Campaign Review

Running Head: COMMUNICATION CAMPAIGN REVIEW
COMMUNICATION CAMPAIGN REVIEW

2COMMUNICATION CAMPAIGN REVIEW
Table of Contents
Introduction................................................................................................................................3
DRIP marketing theory..............................................................................................................3
Key target audience....................................................................................................................3
Promotional mix elements..........................................................................................................3
Key message in the video...........................................................................................................4
Marketing communication mix..................................................................................................4
One method M&S should use to measure the effectiveness......................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................6

3COMMUNICATION CAMPAIGN REVIEW
Introduction
Communications campaign review is the analysis of a marketing campaigns by various
companies. This includes understanding the elements of the campaign that worked well and
those that didn't. To learn the responses of the target audience and review its effectiveness
with regards to the objectives.
DRIP marketing theory
The DRIP model consists of 4 processes, they are:
● Differentiate - Differentiating a service or product from others. In the marketing
campaign, Marks and Spencer used this process by stressing that their beef (steaks
and other food items) come from genuine sources unlike other companies (Rafeeque
and Sekharan, 2018).
● Reinforce - Reinforcing the brand's message. The company reinforced its brand
message by stressing on the genuinely of the source of their meat.
● Inform - Informing or making people aware of the brand was done by Marks and
Spencer through their various campaign channels (Ejlerskov et al. 2018).
● Persuade - The marketing campaign tried to persuade the audiences through the
quality of their meat.
Key target audience
The key target audience in this market campaign is gourmet focused consumers. The
behaviour of these consumers is regulated by the food they buy. Consuming the right food is
always important for such consumers and while one has to have food, they prefer to make it
enjoyable. Gourmet consumers try to maximize their food enjoyment and are less cautious
about nutrition (Jackson et al. 2018). These consumers are also concerned about the
authenticity of the quality of the foods they consume. As a result, for these consumers, food
should be of high quality and good in taste. Their consuming patterns are affected by all of
their characteristics.