Term Paper on "Promotional Campaign"

Term Paper 4 pages (1335 words) Sources: 0

[EXCERPT] . . . .

Promotional campaign is the combination of various advertising, public relations, sales promotion, and personal selling activities used by the marketer over a period of time to achieve predetermined goals. Either promoting a long-lived strong brand, a small business or one-time price reduction, a promotion campaign is much more than just the advertisement seen on TV and the larger is the campaign, the more budget it needs and more people are employed to derive the outcomes that the campaign was initially worked out for. The promotion campaign I will focus in more details is the Watershed Awareness campaign of public education to bring water quality issues to public forefront consciousness.

The first and most vital step in carrying out a successful promotion campaign is the necessity to clarify the specific purpose for the campaign. The meaning can be to grow the initial size of the market or grow company's sales volume, improve distribution, attach a competitor's offer, support a sales drive, develop awareness of your product, influence the customer's needs and desires or effect the customer's perceptions of your positions and so on. Thus the campaign main serve many purposes, but in a perfect situation, which of the purposes should require own promotional campaign to increase the effectiveness. This is linked with the one of the most important rules of the communication which states that the message received is much more important that the message sent. Customers have existing perceptions of the majority of the producers and the products, thus, the message initially sent by the campaign will be adjusted by these perceptions. The goal of the Watershed Campaign is 'to increase public awareness of regional watershed issues, pollution prevention, and the region's efforts to improve water quality and protect communities from flooding; to improve and maintain water quality under applicable water quality standards and to provide information that will help the general public identify linkages between daily behavior and the impacts on water quality'.

The proposition is only the beginning, then the effective communication must be used serving the functions of reaching the target audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity, communicating the intended message and bonding the message to the brand name. Unfortunately, practice shows that the price of the advertisement does not guarantee its' quality. In order to do this, a promotion plan should include a well-articulated distribution plan which will drastically increase the exposure of promotion item. The mass media source choice to transfer the idea to the target group should be based on the preferences of the target group. For the Watershed, the audience analysis suggests that the target group is 'the people who maintain households, pay utility bills and influence children's life skills are the primary targets of this campaign; by increasing watershed and water quality awareness in the citizens that decide how property is maintained (yards, cars, pets, sidewalks), this campaign will make steady progress toward achieving its goals'.

For the media sources, Watershed has chosen to buy annually advertisements on five community buses and metro buses. The buses are movable billboards comparing to stationary ones, and thus the message with the logo of the campaign is transferred to more recipients. The radio promotion will include the campaign message running twice a day during the promotional campaign time. During the message, the info on the campaign pamphlet with more campaign information and the company site will be delivered. Print advertisements will be used only together with the partner print media sources to reduce the costs for the campaign. The campaign will also develop a 60-second public watershed awareness video for broadcast on cable-access television stations, city stations and university stations.

Campaign news releases will be sent out regularly to local media, organizations and strategic partners about every seasonal message, event or campaign development. The campaign deliverables will be also available. Pamphlets will serve as the second level of information, expanding on why certain behaviors impact watersheds, while giving multiple recommended actions to minimize… READ MORE

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