The Body Shop's Campaign for an International Ban on Animal Testing: A Promotional Mix Analysis

MCOM4040
Marketing and communication
Summer 2018
Second coursework
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Table of Contents
Introduction......................................................................................................................................3
Promotional mix theory...................................................................................................................4
Promotional mix element.................................................................................................................5
Promotional channels.......................................................................................................................6
Key Message....................................................................................................................................7
Key target audience.........................................................................................................................8
Attainment of video attributes and key message.............................................................................9
Method to measure the effectiveness of video campaign..............................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Introduction
The marketing campaign is effective to communicate the key message in the targeted audience
by an organisation. As the Body Shop wants an international ban on animal testing of cosmetic
products so it will be significant to communicate this message to a targeted audience by using
different advertising and promotional method. The marketing campaign is effective to grab the
attention of the targeted audience which helps to attain the marketing objectives which is
significant for the Body Shop. It involves different channel of communication and promotion
which helps to send the message in the targeted audience according to their suitability to receive
the message.
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Promotional mix theory
Promotional mix is a part of marketing mix which is significant to develop and design
promotional channels which can be used by the organisation to promote or communicate its
message in the targeted market. It contains different channels of promotions which supports
promotions (Andrews and Shimp, 2017). It is essential for the Body Shop to use promotional
mix theory as they want to enhance its promotion to attain 8 million signatures to present it in
UN in 2018. The Body Shop organisation can develop a different channel of promotions and
communication to explore their core message in the different areas accordingly.
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Promotional mix element
The promotional mix contains different elements which have some advantages and disadvantage
on the basis of which promotional mix can be determined for the organisation. Advantages and
disadvantage of promotional mix element are given below:
Advertising: Different electronic and print media is used under this element which helps to
promote and communicate the core message in the targeted market. This element is effective to
enhance promotion speed but it is much expensive to develop.
Public relations: It helps to develop direct communication with the targeted audience. It is
effective to get promotion on a hike but it is also an expensive method to use.
Personal selling: It helps to develop direct communication with the targeted audience to
introduce the public. It helps to develop direct relation but it is not the faster way (Andrews and
Shimp, 2017).
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Promotional channels
Promotional mix elements which can be used the Body Shop is given below:
Advertising: Facebook, YouTube, television, radio, and magazines can be used by the Body
Shop. All of these channels are effective to communicate the key message in the targeted
audience.
Public relations: The Body Shop organisation can distribute free t-shirts and caps which
contains the core message. It will help to communicate the key message and involve more people
in the campaign.
Personal selling: In this, an organisation can develop their camps in public place to
communicate the key message. It helps to develop a positive image and resolve the issue of
people (Andrews and Shimp, 2017).
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Key Message
The Body Shop organisation is working to reduce the use of animals in testing of cosmetic
products. It has been analysed that most of the cosmetics manufacturing companies use animals
to test their products. The whole European Union and India are against the use of animals in the
testing of cosmetics products on the animal. It is against the rights of animal different types of
chemical reactions threats are always fluttering on animals during the cosmetic test on them.
United Nations have to ban this animal test in the whole world to provide a better cruelty-free
environment for animals.
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Key target audience
This campaign is against for those manufacturing organisation which is still using the animals to
test their new products reaction on the creature. These companies just use this test to analyse the
effect or reaction of the cosmetic product on the human body which is essential to know. The
targeted audience for this campaign is the normal people which are normally used these cosmetic
products in the outer countries from EU. The targeted audience has the power to reduce sales of
that organisation which uses this animal test for their cosmetics products. The target audience
can influence the financial position of cosmetic manufacturers worldwide (Chun, 2016).
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Attainment of video attributes and key message
The effectiveness of video campaign source attributes and core message in the attainment of the
new objective will be measured below by AIDA marketing theory:
Attention: This video campaigning will be effective for the organisation to grab the attention of
the targeted audience.
Interest: It will generate or increase the curiosity of the people in the campaign which will help
to maximise the number of signatures to support it (Rawal, 2013).
Desire: This video campaigning is effective for the organisation to develop the mindset of people
along with the core message.
Action: It will help to lead the targeted audience to sign on this campaign to provide their
support.
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Method to measure the effectiveness of video campaign
The end result is the key metric which can be used by the organisation to measure and analyse
the effectiveness of the video campaign against their objectives. The organisation can make a
comparative analysis of their campaign and its final result of the campaigning (Ravhudzulo,
2012).
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Conclusion
On the basis of the report, it has been concluded that use promotional mix is significant for The
Body Shop to enhance promotions in a faster manner. Suitable channel according to the targeted
audience supports to convey the message properly and it is used in this study.
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References
 Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
 Chun, R., 2016. What holds ethical consumers to a cosmetics brand: The Body Shop
case. Business & Society, 55(4), pp.528-549.
 Ravhudzulo, N.A., 2012. Assessing best practice implementation of quality assurance in
basic education by establishing standards and measuring program effectiveness. Journal of
Emerging Trends in Educational Research and Policy Studies, 3(4), p.459.
 Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase
decision in the minds of the consumers through a linear progression of steps. International
Journal of Multidisciplinary research in social & management sciences, 1(1), pp.37-44.
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