Communications Campaign Review

This report analyzes The Body Shop's marketing campaign against animal testing, examining its objectives, target audience, promotional mix, and key messages. It also discusses the effectiveness of the campaign using the AIDA marketing theory and suggests methods for measuring its impact.

Communications Campaign
Review The Body Shop
Report

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. Marketing campaign and its importance............................................................................1
2. Promotion mix and elements of promotion mix.................................................................1
3. Promotional mix element that The Body Shop adopts in the fight against animal testing 1
4. Promotional channels used by The Body Shop to promote its fight..................................2
5. The key message in the fight against animal testing..........................................................2
6. Discuss the key target audience of the body shop campaign.............................................3
7. Using AIDA marketing theory, explain the achievement of the body shop's new objectives
................................................................................................................................................3
8. One method the body shop must use to measure the effectiveness of campaign...............3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
1. Marketing campaign and its importance
Marketing campaign is a strategy of promoting organisation's product through different
media, television, radio, online, etc. Marketers follow this strategy to spread brand awareness.
These campaigns can be created with different objectives: including introducing a new product,
to increase sales, etc. (Ashley and Tuten, 2015).
 More sales: when people get to know about an organisation's product through
advertisement or any other medium, the will like to become its customer. If the marketing
campaigns are doing great job, the company will see an increase in sales.
 Customer trust: through campaigns, customers will know more about your company,
which will build their trust for the organisation.
2. Promotion mix and elements of promotion mix
Its elements include public relation, advertisement, sales promoting, and personal selling.
These elements are used by various marketers to communicate to the target market to make
profits.
 Advertising: it is a paid promotion of the promotion mix. Companies promote products,
ideas, services etc. Different organisation uses advertising tools such as; radio, TV,
internet etc. (Chaudhuri, Calantone and Cockrell, 2018).
 Public relation: in this promotion is done through third party i.e. newspapers, magazines,
seminars, etc.
 Sales promoting: it is both media and non-media promoting to increase consumer demand
or improve product availability. Examples are; coupons, contest, exhibition, etc.
 Personal selling: It is done through oral presentation, face to face communication, sales
presentation, telemarketing etc.
3. Promotional mix element that The Body Shop adopts in the fight against animal testing
Together with Cruelty Free International, The Body Shop was the first global cosmetic
company to campaign against animal testing (The Body Shop, 2018). Here are some elements
used by The Body Shop against animal testing:
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Advertisement: it is a paid form, of promotion of ideas, information and services. It is a
way of mass communication. The Body Shop used different advertising media such as
television, newspapers, outdoor means, to spread information regarding animal testing
(Masa’deh, Alananzeh and Algudah, 2018).
Advantages
 advertising is flexible to use
 it creates fast awareness It allows conveying messages with visual, sound and motion.
Disadvantages
 It needs longer time in developing message.
 Saturation in some items
 message is temporary through television
4. Promotional channels used by The Body Shop to promote its fight
Newspapers: this is the best channel to communicate large number of people. Almost
public of the UK reads newspapers. A wide range of people are covered through newspapers. It
is the cheapest way used by The Body Shop company to spread awareness the fight against
animal testing.
Television: it is an expensive channel of promotion but also very effective one. With
increase in number of television networks, it was helpful for The Body Shop to cover large
number of television audience (Stathopoulou, Borel and West, D., 2017).
5. The key message in the fight against animal testing
The Body Shop, together with Cruelty Free International are calling on all member
countries to pass a resolution at the UN General Assembly to initiate the legal proceeding that
will lead to convention (The Body Shop, 2018). Their goal is enforceable and enforced
harmonise rules ending the use of animals in cosmetic testing. Together let's ban animal testing
for cosmetics purposes worldwide. They believe that no animal should be harmed in the name of
cosmetics and animal testing, as it is cruel, and unnecessary. They are forever against this animal
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testing. They started this campaign to spread awareness to stop animal testing and they
convinced public to give signatures online.
6. Discuss the key target audience of the body shop campaign
The key target audience of The Body Shop was general public (The Body Shop, 2018).
They tried to convinced public through newspapers, television, online surveys to stand with them
to stop cosmetic testing on animals. They wanted the signatures from people living in the UK
and other member countries to convinced the government to enforce rules ending the use of
animals for cosmetic testing.
7. Using AIDA marketing theory, explain the achievement of the body shop's new objectives
AIDA model is a simple formula widely used in marketing and advertising to grab
people's attention (AIDAS theory of selling, 2018). This model helps the marketers to explain
how an advertisement or marketing communication message involves consumer.
 Attention: The reader becomes aware of category, news or information usually through
advertising. The Body Shop used newspapers and televisions to grab people's attention
 Interest: the aim here is to use the best information, techniques and as much proof as we
can find to hold the reader's attention.
 Desire: desire is what the campaign wants to create in viewers for what The Body Shop
wants them to do (Hassan and Shiratuddin, 2015).
 Action: action is what The Body Shop want their readers and viewers to take.
8. One method the body shop must use to measure the effectiveness of campaign.
The Body Shop should use online surveys/ questionnaires to receive feedback from
viewers of the video campaign. They should ask various questions through surveys regarding
their campaign which may help them to get direct results of the campaign.
CONCLUSION
In this report about The Body Shop Report, we concluded that there are various
advantages of marketing campaign. The company used promotion mix concept to spread
awareness. The key messages were to stop using animals for cosmetic testing. Further we
concluded that through AIDA marketing theory The Body Shop was able to achieve its
objectives.
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REFERENCES
Books and Journals:
Masa’deh, R. E., Alananzeh, O., Tarhini, A. and Algudah, O., 2018. The effect of promotional
mix on hotel performance during the political crisis in the Middle East. Journal of
Hospitality and Tourism Technology, 9(1), pp.33-49.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing,
32(1), pp.15-27.
Stathopoulou, A., Borel, L., Christodoulides, G. and West, D., 2017. Consumer branded# hashtag
engagement: can creativity in TV advertising influence hashtag engagement? Psychology
& Marketing, 34(4), pp.448-462.
Hassan, S., Nadzim, S. Z. A. and Shiratuddin, N., 2015. Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172,
pp.262-269.
Chaudhuri, M., Calantone, R.J., and Cockrell, S., 2018. Disentangling the effects of promotion
mix on new product sales: An examination of disaggregated drivers and the moderating
effect of product class. Journal of Business Research, 90, pp.286-294.
Online
The Body Shop, 2018 [Online] Available through: <https://www.thebodyshop.com/en-gb/>.
AIDAS theory of selling, 2018 [Online] Available through:
<https://www.marketing91.com/aidas-theory-selling/>.
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