P3 M2 D1 Describe the promotional activities of a selected brand

P3 Describe the promotional activities of a selected brand

Use the headings below to describe the promotional activities for a brand studied in P1. 

Brand:   

1. Advertising

Definition:

How is this used by your brand? (Examples)

Why is this good method?

2. Sales promotion

Definition:

How is this used by your brand? (Examples)

Why is this good method?

3. Personal selling

Definition:

How is this used by your brand? (Examples)

Why is this good method?

4. Public relations

Definition:

How is this used by your brand? (Examples)

Why is this good method?

5. Direct Marketing

Definition:

How is this used by your brand? (Examples)

Why is this good method?

M2 Explain the importance of selecting an appropriate promotional mix

For one of your brands studied in P1, explain the importance of using an appropriate promotional mix.  Use the following key areas to focus this on. 

1. Target market

What is the brands target market?

How does the promotional activities of the brand help promote its message to the target market

2. Correct and accurate information

Why is it important that your brand gives accurate and truthful information about the brand?

What are the consequences of not doing the above?

3. Advertising/AIDA

How do the promotional activities help promote the brand? 

Explain how AIDA is used in the promotional activities of your brand

How does your brand win over customers to beat other competitors?

Assignment Three D1

D1 Evaluate the effectiveness of the promotional mix for a branded product

Start off with thinking about the strengths and weaknesses of the brand you have been studying.  Complete the table below.

Strengths	Weaknesses

Now you have outlined the strengths and weaknesses evaluate the following promotional activities of your chosen brand:

1.       Advertising.  What are the advantages and disadvantages of your brand using this method.  Find examples of when it has gone well and not so well (ideally news stories that prove this would be useful). 

2.       Celebrity endorsement.  Who has endorsed the product and why? Has this had any negative consequences?  Why is this celebrity suitable for promoting this product? What are the benefits and limitations of using a celebrity?

3.       Sales promotions – what sales promotions have they used in the past.  Did it work? How can you tell (again news stories helpful here). Is the brand succeeding at getting more customers to buy its products?

4.       Product range – what is the product range? Has it been increased over the years or developed?  Why have they had to do this?  Has this been successful? How does the product range appeal to customers?

5.       Personal selling – does your company use this type of promotion? If so, how? Does this work for your business and why it is needed?

6.       Public relations – find an example of how your business has promoted itself using public relations – explain the story and what benefit it provided the brand with.  Have there been any negative PR activities? What has the consequence been of this to the brand?