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

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

MARKETING AND COMMUNICATION 3
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.