Marketing Communications Campaign Review: The Body Shop Analysis

This report provides a comprehensive review of a communications campaign, specifically focusing on The Body Shop's efforts to promote its stance against animal testing. The report delves into various aspects of marketing, including the importance of marketing campaigns in defining goals and target audiences, as well as analyzing the promotional mix elements, such as advertising, personal selling, sales promotion, public relations, and direct marketing. The analysis examines The Body Shop's advertising strategy through its animal testing video campaign, discussing its advantages and disadvantages. It identifies the non-personal communication channel, specifically broadcast media, used to convey the message. Furthermore, the report explores the message conveyed, the target audience (cosmetic users, especially women), and the application of the AIDA marketing model (Attention, Interest, Desire, Action) in achieving the campaign's objectives. Finally, the report suggests a method for measuring the campaign's effectiveness through online surveys. The report is available on Desklib to help students with their marketing studies.

Running head: COMMUNICATIONS CAMPAIGN REVIEW
Communications Campaign Review
Name of the Student
Name of the University
Author’ Note

1COMMUNICATIONS CAMPAIGN REVIEW
Table of Contents
Part Two:.........................................................................................................................................2
Answer to [1]...............................................................................................................................2
Answer to [2]...............................................................................................................................2
Answer to [3]...............................................................................................................................2
Answer to [4]...............................................................................................................................2
Answer to [5]...............................................................................................................................3
Answer to [6]...............................................................................................................................3
Answer to [7]...............................................................................................................................3
Answer to [8]...............................................................................................................................4
References........................................................................................................................................5

2COMMUNICATIONS CAMPAIGN REVIEW
Part Two:
Answer to [1]
Major importance of marketing campaign can be seen in the companies. It helps the
companies in defining the marketing goals. After this process, another major contribution of
marketing campaign is to define the target audience of business for developing products and
services. At the same time, companies can access the competitive position of theirs in the
presence of effective marketing campaign. This aspect helps them in identifying the strengths,
weaknesses, opportunities and threats of their business. Lastly, it helps in setting up the
marketing budget of the companies (Parente and Strausbaugh-Hutchinson 2014).
Answer to [2]
Promotional Mix is regarded as the blend of different promotional tools that the
marketing managers use for creating, maintaining and increasing the demand of goods and
services. The presence of five elements can be seen under promotional mix; they are Advertising,
Personal Selling, Sales Promotion, Public Relations and Direct Marketing. Advertising helps in
building pull strategy in the form of paid promotion. In personal selling, salesmen directly
interact with the customers. Sales promotion can be seen in the form of various offers at the time
of festivals and others. Public relation involves in maintaining a good relation with the
customers. Direct marketing involves e-mails, text messages and others without any
intermediaries (Nour and Almahirah 2014).
Answer to [3]
In case of the animal testing video campaign of The Body Shop, the adoption of
Advertising strategy in promotional mix can be seen. The main advantage of advertising is that
it helps in creating awareness while it can reach to large number of audience. However,
disadvantages of this promotional mix can also be seen as it cannot answer all the answers of the
questions of the customers. At the same time, it does not help the customers in making the final
purchase decision (De Mooij 2013).

3COMMUNICATIONS CAMPAIGN REVIEW
Answer to [4]
Two types of promotional channels can be seen; they are Personal Communication
Channel and Non-personal communication channel. In case of The Body Shop, the company has
adopted non-personal communication channel for the promotion channel against animal use.
Under the non-personal channel of communication, The Body Shop has adopted the medium of
broadcast media. Under this communication channel, The Body Shop has designed the you tube
video for the communication of the parrtulcr message that is to stop animal use. The main aim of
the company was to communicate the message to the target audience (Boone and Kurtz 2013).
Answer to [5]
The Body Shop has conveyed the message through the animal testing video campaign
that all the cosmetic companies are needed to stop testing the cosmetics on the animals. The
main reason is that it is highly harmful for the health of the animals. At the same time, this is a
cruel process. It is required for the business organizations to carry on the business operations in
such a manner so that they do not have any negative effects on the environment as well as eco-
system. For this reason, the company has taken the initiative to stop the animal testing.
Answer to [6]
The main aim of the video campaign of The Body Shop is to spread the message to the
target audience. In this case, the main target audience is the people who use cosmetics. In this
context, it needs to be mentioned that The Body Shop is a cosmetics, skin care and perfume
company of United Kingdom. For this reason, the company targets the people who prefer to use
cosmetics, skin products and perfumes. Generally, women from all age group fall under this
target audience. At the same time, these women also can be professionals, students and
housewives (Baltes 2015).
Answer to [7]
In the AIDA marketing theory, AIDA stands for Attention, Interests, Desire and Action
and this model is helping The Body Shop in achieving the new objective. In case of awareness,
the company has become able in creating awareness to stop animal use with the help of the
video. In order to gain the interest of the target audience, The Body Shop has provided
information about their actions for no animal use in the video. Moreover, audience can also gain
information from the official website of the company. In case of desire, The Body Shop has

4COMMUNICATIONS CAMPAIGN REVIEW
provided an online petition for getting signature. In case of action, it can be seen that the
company is getting huge number of signature that shows the success of this objective (Rawal
2013).
Answer to [8]
The Body Shop can organize a survey with the help of a questionnaire that will consist of
questions related to the video campaign. This questionnaire will be distributed both online and
offline basis. The company will be able to measure the effectiveness of the campaign based on
the responses of the online survey.

5COMMUNICATIONS CAMPAIGN REVIEW
References
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Nour, M.I. and Almahirah, M.S., 2014. The impact of promotional mix elements on consumers
purchasing decisions. International Business and management, 8(2), pp.143-151.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
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.