Communications Campaign Review for Marketing and Communication

This article discusses the importance of marketing campaigns, the promotional mix theory, promotional channels, and the AIDA marketing theory. It also reviews a video campaign by The Body Shop against animal testing and its effectiveness.

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Marketing and Communication
Communications Campaign Review
7/26/2018

Marketing and Communication
Table of Contents
Importance of marketing campaigns..........................................................................................2
What is the marketing campaign?..........................................................................................2
Importance of marketing campaigns......................................................................................2
Promotional Mix theory.............................................................................................................2
What is a promotional mix?...................................................................................................2
Main elements of the promotional mix..................................................................................2
Promotional Mix element used by body shop............................................................................3
Advantages.............................................................................................................................3
Disadvantages.........................................................................................................................4
Promotional Channels................................................................................................................4
Key Message in the campaign....................................................................................................4
Fight against animal testing video..........................................................................................4
Key Messages in a Video campaign.......................................................................................5
Key target audience....................................................................................................................5
AIDA marketing theory.............................................................................................................5
Method to measure the effectiveness of Video Campaign.........................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7
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Marketing and Communication
Importance of marketing campaigns
What is the marketing campaign?
The marketing campaign is the way of promoting the product through many different types of
media, like TV, radio, and various online platforms. Campaigns can also contain marches,
word of mouth and other innovative methods (Bagautdinova, et al., 2012).
Importance of marketing campaigns
Advantages: - Major marketing campaign benefit is the advancement of business, improved
brand acknowledgment, and refining the business revenues. It gives appreciation and
devotion of the target spectators through an extensive-ranging or definite market (Corrigan,
2011).
Marketing campaign: Express objectives, explain the target spectators, access the
competition, evaluates the budget, use of media, create an effective message for the audience,
and calculate the campaign outcomes (Corrigan, 2011).
Promotional Mix theory
What is a promotional mix?
Promotional Mix means a mixture of promotional elements provided by the marketer to help
an organization to reach their objective. To get the best marketing outcomes it is advised that
there are several accurate ways of distributing budgets for different choices within the
promotional mix (Lin and Huang, 2012).
Main elements of the promotional mix
Advertising: - It is the type of promotion that we do through advertising the product on TV,
radio, social networking sites like mobile apps, banners, etc.
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Marketing and Communication
Sales Promotion: - It is media or non- media marketing communication used for a specific
time period to increase customer demand and improve product convenience.
Personal Selling: - Personal selling is another way of the promotional mix where we sell
products through face to face or door to door selling (Lin and Huang, 2012).
Publicity: - Publicity is also an intermediate of mass communication. Publicity is the
marketing of any product on behalf of an organization where the message is not paid for the
company benefits.
Public Relations: - Public Relations is an inclusive term that combines upholding positive
relations not only with consumers, dealers and broker but also includes a large set of the
interested public.
Promotional Mix element used by a body shop
What do they use?
Body shop mainly uses skincare products which are environment-friendly does not harm
anybody. Body shop products are Natural- based products with high brand value and in a
mid-range price segment.
Advantages
Advertising: - Advertisements are a major source of motivation for customers to bring new
products to their notice.
Sales promotion: - Sales promotion is less expensive and allows customers to know about
the product in the market.
Public relations: - Public relations are the way through which we can reach an audience at a
large level.
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Marketing and Communication
Disadvantages
Advertising: - Through advertising sometimes customers spend money to buy a product that
is for no use to them.
Sales promotion: - The number of actions performed in sales promotion is too many like the
distribution of free samples and gifts, participating in trade fairs and exhibitions.
Public Relations: - It is difficult to evaluate the effectiveness of public relation actions
(Contzen and Mosler, 2013).
Promotional Channels
The promotional channels will be Email and social media like youtube. The Body Shop is
combining up with influencers containing “Games of Thrones” to spread the word through
social media. “The ideas we usually draw the discussion to ban animal testing globally”. The
full purpose of the campaign is to make sure that we achieve the goal by creating this a
movement that sustains on for the next two years. Moreover, The Body Shop uses
Advertising to promote its struggle against animal testing. We need to accomplish this in
making sure that customer feels involved and understand it that it is in our hand to raise
problems and demand to be heard by the government (Contzen and Mosler, 2013).
Key Message in the campaign
Fight against animal testing video
The operation of the cosmetics testing directive was not the end. Animals are still being
battered worldwide. In China, it is important that all cosmetics products are tested on animals
before they are offered for sale. It is very bad that animal testing is still going on in many
other places.
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Marketing and Communication
Key Messages in a Video campaign
The video campaign was very successful as it occasioned in over two million petition
signatures within the first six weeks of the campaign. This signifies the power of deliberately
aligning the suitable talent with a campaign and the influence it will create is in delivering
real social change Lund, T.B., (Mørkbak, Lassen, and Sandøe, 2014).
The key message is the objective to change that with it's just-launched globally Forever
against Animal Testing campaign. This campaign will run for 2 years, till 2019, with satisfied
consistent across the world. Email and social media will be key supply channels. The Body
Shop is grouping up with influencers, containing ‘Games of Thrones’ to expand the statement
through social means (Mørkbak, Lassen, and Sandøe, 2014).
Key target audience
The key target audience of the video campaign is the variety of clienteles from middle to
upper class who are both women and men. Though the brand arose with women beauty
products offer, it started to an emphasis on men in the current years. The aim is to
demonstrate in this proposal is the influencer strategy established by The Body Shop that has
been authoritative in making awareness and shifting customer perception and the target
audience (Mørkbak, Lassen, and Sandøe, 2014).
AIDA marketing theory
 Attention: - Video campaign of The Body Shop has grabbed people attention. In the
video campaign the words are powerful and the pictures which attract the reader’s eye
and make the audience stop and read what they want to convey.
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Marketing and Communication
 Interest: - This stage is one of the most important steps in the AIDA model. Video
campaign has grabbed the interest of the target audience so that they can spend their
valuable time understanding messages.
 Desire: - The next step after interest comes the desire of the target audience. Through
video campaign, the target audience starts putting interest and desire and also
understand what they are offering can help them.
 Action: - Final step is an action where the target audience in a video campaign do an
action to protect the animals; they fight against the animal testing (Bagautdinova, et
al., 2012).
Method to measure the effectiveness of Video Campaign
The best way to measure the effectiveness of Video Campaign is to measure the emotional
response because the higher the commitment the more viewers will take action. When start
seeing people looking at different types of video and also when we factor in the same
platform objectives like not allowing people to leave the environment (Hoffman and Fodor,
2010).
Conclusion
The Body Shop has effectively manufactured an image of being a caring that helps to protect
the environment and indigenous people and avoiding the suffering of animals whilst selling
natural products. The Body Shop basically for human and environment. Therefore if all the
companies across the world like The Body Shop the world will be better.
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Marketing and Communication
References
Bagautdinova, N., Gafurov, I., Kalenskaya, N. and Novenkova, A., (2012) The regional
development strategy based on territorial marketing (the case of Russia). World Applied
Sciences Journal, 18(18), pp.179-184.
Contzen, N. and Mosler, H.J., (2013) Impact of different promotional channels on
handwashing behavior in an emergency context: Haiti post-earthquake public health
promotions and cholera response. Journal of Public Health, 21(6), pp.559-573.
Corrigan, P.W., (2011) Best practices: Strategic stigma change (SSC): Five principles for
social marketing campaigns to reduce stigma. Psychiatric Services, 62(8), pp.824-826.
Hoffman, D.L. and Fodor, M., (2010) Can you measure the ROI of your social media
marketing?. MIT Sloan Management Review, 52(1), p.41.
Lin, P.C. and Huang, Y.H., (2012) The influence factors on choice behavior regarding green
products based on the theory of consumption values. Journal of Cleaner Production, 22(1),
pp.11-18.
Lund, T.B., Mørkbak, M.R., Lassen, J. and Sandøe, P., (2014) Painful dilemmas: A study of
the way the public’s assessment of animal research balances costs to animals against human
benefits. Public Understanding of Science, 23(4), pp.428-444.
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