Marketing campaign - Lesson element - Presentation ( PPT
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Transcript of Marketing campaign - Lesson element - Presentation ( PPT
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OCR Level 2Cambridge Technicals
in Business
Unit 5: Marketing campaigns
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Marketing campaigns
Marketing campaign of product/service
The main beneficiaries of campaign
The target audience
The main purpose of the campaign
The organisation running the campaign
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The types of business campaigns
Private sector businesses; eg cinema, bank, retailers (shops)
An official body; local authority organisations eg library
Government organisations eg Army, Police, Fire
Non government organisations; Charities such as Oxfam, Save the Children
Activity: Select one of these organisations and describe what the campaign was about
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Target audienceMass market: This is for everyone to see, to inform them, entertain the audience to ensure that they react to the advertising campaign and buy the product or service
Niche market: This is aimed at a certain audience who are specific and highly targeted in terms of the product or service
Activity: Write down two paragraphs describing one product/service that is for the Mass market and another for the Niche market explaining why you consider it to be for this audience.
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Tactics of campaignsMost organisations try to aim for a good reaction towards the campaign so that they gain excellent salesSome organisations create a campaign that is difficult to understand or disliked by the mass market but can get people talking about it!Activity: In pairs think of some examples of advertising campaigns which have had a positive reaction or a negative reaction from the general public. Why is this?
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Purpose of campaigns
Inform about the launch of a new or existing product
Raise awareness of new product/service
Alert an audience to an event
To remind customers a company is already well established
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Who benefits?Retail organisations that stock the products/services and the manufacturers who make the products/services
Retailer: profile of the business rises, profits rise because of increased sales
Manufacturers: Raise awareness of portfolio of products/services
Stakeholders (people involved in the business) with association to products/services
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