TABLE OF CONTENTSINTRODUCTION...........................................................................................................................11. Marketing campaign and its importance............................................................................12. Promotion mix and elements of promotion mix.................................................................13. Promotional mix element that The Body Shop adopts in the fight against animal testing14. Promotional channels used by The Body Shop to promote its fight..................................25. The key message in the fight against animal testing..........................................................26. Discuss the key target audience of the body shop campaign.............................................37. Using AIDA marketing theory, explain the achievement of the body shop's new objectives................................................................................................................................................38. One method the body shop must use to measure the effectiveness of campaign...............3CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4
INTRODUCTION1. Marketing campaign and its importanceMarketing campaign is a strategy of promoting organisation's product through differentmedia, 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 throughadvertisement or any other medium, the will like to become its customer. If the marketingcampaigns 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 mixIts elements include public relation, advertisement, sales promoting, and personal selling.These elements are used by various marketers to communicate to the target market to makeprofits. 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 demandor improve product availability. Examples are; coupons, contest, exhibition, etc. Personal selling: It is done through oral presentation, face to face communication, salespresentation, telemarketing etc. 3. Promotional mix element that The Body Shop adopts in the fight against animal testingTogether with Cruelty Free International, The Body Shop was the first global cosmeticcompany to campaign against animal testing (The Body Shop, 2018). Here are some elementsused by The Body Shop against animal testing: 1
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