The marketing campaign |
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Stretch & challenge: List examples of where businesses have got it wrong.
Answers
> Content of the marketing message - This is the core of your campaign, it must attract attention and resonate with your target market.
> Selecting an appropriate marketing mix - The 7Ps must suit the target market and be coherent.
> Selecting appropriate media - Using the most cost effective means of reaching your target market
> Allocation of the campaign budget - Must be calculated in advance with appropriate activities given necessary allocation.
> Timelines for the campaign - Timelines, using techniques such as Gantt charts, need to be set out at the start, monitored closely, and adjusted an necessary throughout the course of the campaign.
> Evaluation of the campaign - this should be an ongoing process ending in the debrief of the campaign.
> Content of the marketing message - This is the core of your campaign, it must attract attention and resonate with your target market.
> Selecting an appropriate marketing mix - The 7Ps must suit the target market and be coherent.
> Selecting appropriate media - Using the most cost effective means of reaching your target market
> Allocation of the campaign budget - Must be calculated in advance with appropriate activities given necessary allocation.
> Timelines for the campaign - Timelines, using techniques such as Gantt charts, need to be set out at the start, monitored closely, and adjusted an necessary throughout the course of the campaign.
> Evaluation of the campaign - this should be an ongoing process ending in the debrief of the campaign.
Task 3
A marketing campaign evaluation usually considers the following: > Were the correct market segments targeted? > Was the main message conveyed clearly? > Is the brand idea clear? > Has the campaign had an impact of the perceptions or views of the market? > Was the campaign well executed? |
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Watch the documentary linked opposite and evaluate the Hoover USA flights marketing campaign and identify where it went wrong taking the above points into consideration.
Plenary
Why were each of the following adverts considered to be unsuccessful?
Why were each of the following adverts considered to be unsuccessful?
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