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Report on Promotional mix theory and AIDA Theory

Added on - 04 Jun 2020

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Marketing and Communications
Table of ContentsINTRODUCTION...........................................................................................................................1Main Body.......................................................................................................................................11. Importance of marketing campaign........................................................................................12. Promotional mix theory...........................................................................................................13. Promotional mix elements and its advantages and disadvantages:.........................................14.Promotional channels :.............................................................................................................25. Key Message in the fight against animal testing video campaign:.........................................26. AIDA Theory:.........................................................................................................................27. Methods used by company to measure the effectiveness of video campaign:........................3CONCLUSION:..............................................................................................................................3REFERENCES................................................................................................................................4.........................................................................................................................................................4
INTRODUCTIONMarketing means research on promotion of products and services and taking that researchin to action. This report is focused on Body Shop which is an international beauty product andskin care brand which was established in the year of 1976. This report covers Promotional mixtheory and AIDA Theory and how it will help the company in achieving its objectives.Main Body1. Importance of marketing campaignMarketing campaign is an effort by company to make people aware about the product andlet consumer know about the organization and its products.Body shop was the first global cosmetic company to do so because company wanted to givewords 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 animaltesting campaign and also it will help the company because it focuses on reaching the targetaudience with such message which motivates the public to perform more action against thiscampaign.2. Promotional mix theoryBody shop has used promotional mix theory to launch the fight against animal testingcampaign because it is best to find the right mix and using all the ways for promotion becausethese theory covers all the elements of marketing and helps in focusing on every aspect ofmarketing.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 anythingthrough mass media.2.Personal Selling: It means campaigning through face to face or orally and Body shop hasadopted the same for the purpose of campaigning.3.Sales promotion: To increase demand of product or making aware about it through mediaand non-media communication in a short period.
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