Marketing and Communication: The Body Shop's Fight Against Animal Testing

This report discusses the importance of marketing campaigns and the Promotional Mix theory. It explains the promotion mix element and AIDA model used by The Body Shop to promote their animal testing campaign. The report also covers the key target audience, promotional channels, and methods to measure the effectiveness of the video campaign.

Running head: MARKETING AND COMMUNICATION

MARKETING AND COMMUNICATION 2
TABLE OF CONTENTS
Introduction................................................................................................................................................................................ 3
Introduce the importance of marketing campaigns......................................................................................................... 3
Explanation of the Promotional Mix theory..................................................................................................................... 3
Discuss the promotional mix element that The Body Shop adopts in the fight against animal testing video
campaign...................................................................................................................................................................................... 3
promotional channels used by The Body Shop to promote its fight against animal testing...............................4
the key message in the fight against animal testing video campaign........................................................................4
Discuss the key target audience of the video campaign and their characteristics.................................................5
marketing theory such as AIDA (Attention, Interest, Desire, Action)......................................................................5
Discuss one (1) method to measure the effectiveness of the video campaign........................................................6
Conclusion.................................................................................................................................................................................. 6
References................................................................................................................................................................................... 7

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INTRODUCTION
This report presents the importance of marketing campaigns and the Promotional Mix theory. It
also explains the promotion mix element and AIDA model that is used by the Body shop to
promote their animal testing campaign.
INTRODUCE THE IMPORTANCE OF MARKETING CAMPAIGNS
The body shop has launched their marketing campaign ‘Forever against Animal Testing
campaign’. This marketing campaign is promoting to save the animals from testing the cosmetic
products. This marketing campaign is also important for a Body shop to conduct ethical behavior
that will aid to improve the goodwill of the company. By using the marketing campaign, the
body shop can communicate with supporters on a daily basis, approaching the message out via
the mobile and updating till points with the latest fundraising target (Charter, 2017).
EXPLANATION OF THE PROMOTIONAL MIX THEORY
The promotional mix is one of the elements of the marketing mix. It contains the advertising,
personal selling, sales promotion, publicity and public relation. All promotional marketing
activities can be categorized into two theories such as push and pull theories. The push theory
focuses on promotional activity on distribution channels. The pull theory relied on the marketing
communication in order to generate the desire, and awareness thus pulling consumers into the
marketing campaign to participate in it (Chun, 2016).
DISCUSS THE PROMOTIONAL MIX ELEMENT THAT THE BODY SHOP
ADOPTS IN THE FIGHT AGAINST ANIMAL TESTING VIDEO CAMPAIGN
Two promotional activities are used by the body shop such as advertising and sales promotion.
Advertising is a paid form of non-personal mass communication that can be practiced to arrive at
a large number of consumers simultaneously.

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Advantages
 It is the comparatively low cost per exposure.
 It is better for generating the brand image (Lovelock, and Patterson, 2015).
Disadvantage
High transparency creates advertising a major target of marketing critics
Sales Promotion
Sales promotion involves the practices that seek to directly persuade and indirectly serve as an
incentive to encourage. It also considers the desired response on the part of the target consumer
corporation sale people, sales force and their middlemen (Hamschmidt, 2017).
Merits
A better approach for short-term price deduction to stimulate the demand
Demerits
Excess use of price associated with sales promotion techniques may decline the brand image as
well as profits (Isaak, 2016).
PROMOTIONAL CHANNELS USED BY THE BODY SHOP TO PROMOTE ITS
FIGHT AGAINST ANIMAL TESTING
There are certain promotional channels used by The Body Shop to promote its fight against
animal testing. These promotional channels are social media, e-mail, event, Search engine
optimization and content marketing. The Body shop highly uses YouTube, Instagram, and
Facebook to promote their fight against animal testing campaign (Banerjee, 2017).
THE KEY MESSAGE IN THE FIGHT AGAINST ANIMAL TESTING VIDEO
CAMPAIGN

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The key message in the fight against animal testing video campaign is to ban the animal testing
on the cosmetic products and also promote the ethical behavior (Isaak, 2016).
DISCUSS THE KEY TARGET AUDIENCE OF THE VIDEO CAMPAIGN AND
THEIR CHARACTERISTICS
The key target audience for this video campaign is all age-group of people who highly uses
social media and wants to participate in this campaign. It would be beneficial to share the videos
from another group. It also targeted the individuals as well as organizations to produce the great
content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and
the rest of the social web (Hamschmidt, 2017).
MARKETING THEORY SUCH AS AIDA (ATTENTION, INTEREST, DESIRE,
ACTION)
Attention
In this phase, the body shop demonstratesan effective fact that addresses a problem which can be
solved by the animal testing campaign. It is a key method to gain the attention of people.
Interest
In the second phase, the body shop maintains the interest in the video campaign to keep the
people engaged.
Desire
In this phase, the body shop illustrates the features of a video campaign and the associated
benefits and demonstrates how benefits accomplish the need.
Action

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This is a final phase where the body shop persuades the prospect to take immediate action. Social
media is a key technique to persuade the people to take immediate action towards animal testing
(Hamschmidt, 2017).
DISCUSS ONE (1) METHOD TO MEASURE THE EFFECTIVENESS OF THE
VIDEO CAMPAIGN
The effective way of measuring the effectiveness of the video campaign is to measure the
emotional response towards this video campaign because higher engagement leads to the high
amount of viewer for taking action (Banerjee, 2017).
CONCLUSION
It can be concluded that the body shop uses sales promotion and advertising to promote their
campaign. It can be also summarized that the AIDA model is used to persuade the target
customers towards the animate testing campaign.

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REFERENCES
Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic marketing:
Implications for marketing theory and practice. In Greener Marketing (pp. 16-40). UK:
Routledge.
Charter, M., 2017. Greener marketing: A responsible approach to business. UK: Routledge.
Chun, R., 2016. What holds ethical consumers to a cosmetics brand: The Body Shop case.
Business & Society, 55(4), pp.528-549.
Hamschmidt, J., 2017. Case studies in sustainability management and strategy: The Oikos
collection. UK: Routledge.
Isaak, R., 2016. The making of the ecopreneur. In Making Ecopreneurs (pp. 63-78). UK:
Routledge.
Lovelock, C. and Patterson, P., 2015. Services marketing. UK: Pearson Australia.