Promotional Mix for Body Shop's Campaign

This assignment delves into The Body Shop's marketing campaign against animal testing. It examines the promotional mix strategies employed, including channels and key messages. The analysis also covers the application of AIDA theory (Attention, Interest, Desire, Action) to understand consumer engagement. Finally, it explores the methods used by The Body Shop to measure the effectiveness of their video campaign.

Marketing and Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
1. Importance of marketing campaign........................................................................................1
2. Promotional mix theory...........................................................................................................1
3. Promotional mix elements and its advantages and disadvantages:.........................................1
4.Promotional channels :.............................................................................................................2
5. Key Message in the fight against animal testing video campaign:.........................................2
6. AIDA Theory:.........................................................................................................................2
7. Methods used by company to measure the effectiveness of video campaign:........................3
CONCLUSION: ..............................................................................................................................3
REFERENCES................................................................................................................................4
.........................................................................................................................................................4

INTRODUCTION
Marketing means research on promotion of products and services and taking that research
in to action. This report is focused on Body Shop which is an international beauty product and
skin care brand which was established in the year of 1976. This report covers Promotional mix
theory and AIDA Theory and how it will help the company in achieving its objectives.
Main Body
1. Importance of marketing campaign
Marketing campaign is an effort by company to make people aware about the product and
let consumer know about the organization and its products.
Body shop was the first global cosmetic company to do so because company wanted to give
words to the animals what they can't speak (Fernández-Cavia and et.al, 2017).
Such campaigns will help Body shop in making people aware about their fight against animal
testing campaign and also it will help the company because it focuses on reaching the target
audience with such message which motivates the public to perform more action against this
campaign.
2. Promotional mix theory
Body shop has used promotional mix theory to launch the fight against animal testing
campaign because it is best to find the right mix and using all the ways for promotion because
these theory covers all the elements of marketing and helps in focusing on every aspect of
marketing.
3. Promotional mix elements and its advantages and disadvantages:
There are 5 elements of promotional mix used by Body shop :
1. Advertising: It is a paid form of display of ideas to promote goods, services or anything
through mass media.
2. Personal Selling: It means campaigning through face to face or orally and Body shop has
adopted the same for the purpose of campaigning.
3. Sales promotion: To increase demand of product or making aware about it through media
and non-media communication in a short period.

4. Public relation: Third party carries information about the product. This is for free or paid
to bring the discussion and deliver it.
5. Direct Marketing: In this message is directly communicated to consumer through the use
of e-mails, SMS, Promotional letters (Blakeman, 2018).
Advantages:
It helps in creating awareness among the targeted consumers through paid and non paid
ways too and Thus leads to increase the communication between company and the customers.
Disadvantages:
Advertising Is impersonal and costly.
Public relation tools has the risk of losing the control of what others say.
4.Promotional channels :
Body shop has used the following promotional channels ton promote its fight against the
animal testing:
1. Social media: It helped the company in reaching public and making them aware about the
campaign by using Body Shop hashtag, Using icons and creating ads on social media
2. News coverage: To make people aware about the campaign it is most important to make
it cover in the news so that it will cover the entire reason and cause behind the campaign.
5. Key Message in the fight against animal testing video campaign:
Body Shop has focused on fighting against the testing of beauty product on animals and
has the idea of collecting 8 million signatures to petition to ban the animal testing of beauty
products across the world so that animals will not get harmed because company believes that it is
against there policy to harm anyone while making the beauty product. So that is the key message
organisation wanted to deliver to public at large (Leinemann and Baikaltseva, 2017).
6. AIDA Theory:
1. Attention: Through this campaign by the company people came to know about the brand
and its product, so it helped the organization in achieving its objective too.
2. Interest: It helped the people in knowing about the benefits of brand and let them know
about how this brand is useful in there daily life style.

3. Desire: After the launch of this campaign, company has created a favourable image in the
minds of the people which helped organization in achieving its goals.
4. Action: This all helped in improving image of company which made people encourage
towards making purchasing intent and in making shop beauty products.
7. Methods used by company to measure the effectiveness of video campaign:
To measure the effectiveness to video campaign, company has compared the past data of
revenue from sales and data after the campaign has been recorded to check the effectiveness of
campaigning that how it has helped the organization in making people aware about the brand and
it has helped the company in increasing its sales (Bruhn and Schnebelen, 2017).
CONCLUSION:
The above project report sum up that Body shop has used the elements of promotional
mix in the fight against the animal testing video campaign and channels that are being used by
the company for promotion of the campaign along with that the key message behind the
campaign has also been stated.

REFERENCES
Books and journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing, 51(3), pp.464-489.
Fernández-Cavia, J. and et.al., 2017. Online communication in Spanish destination marketing
organizations: The view of practitioners. Journal of Vacation Marketing, 23(3), pp.264-
273.
Glasser, A.M. And et.al., 2017. Overview of electronic nicotine delivery systems: a systematic
review. American journal of preventive medicine, 52(2), pp.e33-e66.
Leinemann, R. and Baikaltseva, E., 2017. Media relations measurement: determining the value
of PR to your company's success. Routledge.
Online
Ban Animal Testing, 2017. [Online]. Accessed through:
<https://foreveragainstanimaltesting.com/page/9664/petition/1>.