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Promotional Tools
Learning outcomes
To collectively identify the major components of the promotional mix and demonstrate examples of the componentsTo evaluate the effectiveness of Christmas campaigns against a set of self selected criteriaTo link and question how this affects how you feel and link to buyer behaviour
Promotional tools
• ADVERTISING• PERSONAL SELLING• DIRECT MARKETING• INTERNET PROMOTIONS• SALES PROMOTION• PUBLICITY (PR)
Campaign Qs
• What are the key characteristics and what do they represent for you?
• What are the main ideas behind the campaigns (not just sales)!
• How do you feel about the campaigns?• Are they targeting a particular market?• Can you use these tools when you consider
promotions for your marketing campaign?
Aldi Christmas Campaign
Campaign taskPrepare a list of 5 criteria (KPI) to judge the campaigns by (as a group) Sales Social Media reach Hashtag Target market reached Other promotional tools
Compile the findings of the group from the criteriaIdentify areas of major agreement and disagreementsHow could the campaigns have reached the criteria that you set?- so what changes would you recommend?
Summary
• Identify if you need more information/help/reading around a promotional tool (and where to get this)
• Summarise what you have learnt from the Campaigns and follow this through Christmas researching the effectiveness ( by sales) of these adverts
Extension and further activities
• Read the articles re M & S• Who were the winners and loser over
Christmas?
Seminar task
Promotional tools:• For your allocated promotional tools present
the 5 minute presentation for your promotional tools and show/demonstrate concrete examples
Seminar Qs
• Ask your colleagues questions based on the definition and examples
• Ask yourself how you could use these methods as part of a marketing campaign
• Identify if you need more information/help/reading around a tool
