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The effectiveness of the Social Cup promotional campaign

   

Added on  2019-11-12

16 Pages4347 Words108 Views
Running head: MARKETING COMMUNICATIONMarketing communicationName of StudentName of UniversityAuthor Note
The effectiveness of the Social Cup promotional campaign_1
1MARKETING COMMUNICATIONExecutive SummaryThe report is based on the promotional campaign and the effectiveness it has on the successof a company. The purpose of the report is to investigate the promotional strategy adopted byThe Social Cup. The budget approach of the company is analysed that highlights that thecompany has more expense than income. Key messages are communicated with thecustomers in order to improve the promotion of hamper range. An advertisement is createdthat can help in attracting the customers. The use of the vehicle such as social media andproduct giveaway can help in the bringing about the uniqueness of the promotional campaign.These are scheduled in a way so that the financial stability is maintained in the organisation.In conclusion, it can be said that such tactics can help in the spread of the hamper range ofThe Social Cup all over Australia and help to increase the reputation of the company in thefuture.
The effectiveness of the Social Cup promotional campaign_2
2MARKETING COMMUNICATIONTable of Contents1.Introduction.........................................................................................................................42.Budget.................................................................................................................................43.Message Strategy................................................................................................................53.1 Key messages...................................................................................................................53.2 Source...............................................................................................................................53.3 Advertising objectives......................................................................................................53.4 Target audience................................................................................................................63.5 Product description...........................................................................................................63.6 Major selling idea.............................................................................................................63.7 Advertising appeal............................................................................................................73.8 Advertising execution.......................................................................................................73.9Supportive information................................................................................................73.10Advertising creative.....................................................................................................84.Median Plan........................................................................................................................94.1 Medium.............................................................................................................................94.2Media mix and vehicles.............................................................................................104.3Coverage....................................................................................................................104.4 Reach and frequency......................................................................................................104.5 Scheduling......................................................................................................................115.Evaluation.........................................................................................................................116.Conclusion........................................................................................................................12Appendices...............................................................................................................................13Appendix 1: Budget..............................................................................................................13Appendix 2: Schedule...........................................................................................................13Reference..................................................................................................................................14
The effectiveness of the Social Cup promotional campaign_3
3MARKETING COMMUNICATION1.IntroductionThe report is based on the strategies that are adopted by The Social Cup in order tostrengthen the promotional campaign of a product. The product that needs to be promoted isthe hamper range of the company comprising of tea and coffee. The report focuses on thebudget approach that the organisation undertakes in order to maintain its financial position.The message strategy adopted by the company and the sources through which thiscommunication can be addressed. The report provides creative advertisements that help in thepromotion of the product. The media plan that can be included in this organisation isdiscussed. The communication channels, geographical area of coverage, appropriatescheduling is discussed in this report. An evaluation of the marketing plan is provided inorder to cover an in-depth research about the ways by which The Social Cup can implementits marketing practice. The key points of the discussion are also summarised to give acomprehensive detail about the promotional method. 2.BudgetBudget is prepared by an organisation in order to understand the financial position.Preparation of a proper budgeting plan helps an organisation to evaluate the expenses and theincomes in a financial year (Chen, Lin and Zhou 2013, p.64). Based on this evaluation, anorganisation can predict the future course of action that may be required for the betterment ofthe organisation. In the case of The Social Cup, the managers need to evaluate the budgetbased on the income and expense of the company. After analysing the budget, it can be seenthat the expense is comparatively more in the packaging of products. This is mainly becauseof the fact that in order to attract customers, a proper packaging is required. However, theincome of the company is good due to the reputation it holds in the markets of Australia(Thesocialcup.com.au 2017). In the light of this statement, it can be said that the companyadopts a bottom up budget approach. According to Maksim, Aleksei and Mikhail (2015,p.304), the bottom up approach allows the middle managers and immediate supervisors toformulate the budget sheet. These budgets are deemed to be accurate and prove to have apositive impact on the employees. The budget sheet of The Social Cup constitutes the totalexpense that is incurred by the company. It has been seen that the actual expense is more inthe company than the estimated expense (Refer to Appendix 1 for the budget sheet).
The effectiveness of the Social Cup promotional campaign_4

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