The below table of Content and Structure is ONLY a GUIDE that can be worked on to make the...

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The below table of Content and Structure is ONLY a GUIDE that can be worked on to make the heading/subheadings shorter. Those that try to be creative with it will be rewarded accordingly. Please do NOT copy word for word to avoid high similarity!
Coursework 2 – Assignment
Individual – Communications Campaign Review (750 words)
This assessment is based on The Body Shop’s fight against animal testing video campaign which must be watched using the link provided below
TABLE OF CONTENT      XXXXXXXXXXPage #
i.e.
1.0 Introduction                                  #
2.0 Explanation of the Promotional Mix theory #
3.0 Discussion of the Promotional Mix Element The Body Shop adopts    #
4.0 Channels used by The Body Shop in the fight against animal testing    #
5.0 The Communications Key Message             #
6.0 Discussion of the Key Target Audience #
7.0 Marketing Theory such as ‘AIDA’                         #
8.0 Discussion of One Method to Gather Feedback #
9.0 Conclusion #
10.0 Reference list #
Assignment Questions
The Body Shop’s marketing director has announced the new 2018 objective:
To achieve 8 million signatures on their fight against animal testing campaign to present to the United Nations in 2018

The marketing director has assigned you the task of reviewing The Body Shop’s fight against animal testing campaign.
Part One:    Watch The Body Shop’s fight against animal testing video campaign using the following link https:
youtu.be/LTW5VSIBjFg and complete the tasks below:
Part Two:    Communications Campaign Review 750-words should:
1. Introduce the importance of marketing campaigns (100 words)
· Briefly explain what a marketing campaign is
· What is the importance of marketing campaigns?
1. Explain the Promotional Mix theory (100 words)
· What is Promotional Mix?
· Briefly explain the main elements of the promotional mix i.e. Advertising, Sales Promotion, Personal Selling etc
1. Discuss the promotional mix element that The Body Shop adopts in the fight against animal testing video campaign. Ensure you outline the advantages and disadvantages of the promotional mix element discussed (100 words)
· Discuss promotional mix element The Body Shop adopts in its fight against animal testing campaign video, for instance: sales promotions, advertising, personal selling or public relations etc and state the advantages and disadvantages of the promotional mix element discussed e.g. the Body Shop uses Advertising etc
1. Conduct research and discuss the promotional channels used by The Body Shop to promote its fight against animal testing (100 words)
· Discuss the channels that The Body Shop uses to promote its fight against animal testing, for instance: radio, newspaper, television, social media e.g. The Body Shop utilises Newspaper Advertising etc
1. Discuss the key message in the fight against animal testing video campaign (100 words)
- Study the fight against animal testing video campaign, what is it attempting to convey?
- What is the key message in the video campaign?
1. Discuss the key target audience of the video campaign and their characteristics (100 words)
· Who is the target audience of The Body Shop’s video campaign? What do they look like? What kind of behaviours might they have?
1. Using AIDA (Attention, Interest, Desire, Action) marketing theory, explain how the video campaign’s source attributes and key message achieve The Body Shop’s new objective (100 words)
· Explain how AIDA was incorporated in the video campaign to achieve The Body Shop’s objective i.e. explain how the video campaign grabs the attention, interest, desire of the target audience and how it makes them want to take action e.g. Think about the use of The Body Shop Logo, colours, size of titles, images and music in the video campaign etc
1. Discuss one (1) method The Body Shop should use to measure the effectiveness of the video campaign (50 words)
· Indicate one method The Body Shop should use to collect feedback e.g. response or query received as a result of the video campaign
Conclusion
· Summarise the communications campaign’s key findings
Your work must include academic references throughout
Reference List - credible academic sources from books, academic journals, reports, which will earned you better grades not Wikipedia
· Please write your work in 3rd person not 1st meaning, avoid ‘I’. Use the author, writer, researcher in its place. Do not use WE, use the name of the company. Also, do not use contractions i.e. shouldn’t, couldn’t etc. Instead use should not, could not etc.
· Underpin all of your work with relevant theory
· Include referenced sources throughout
· Do Not rely on bullet points

tae_636706578815147407_120567_1.docx

Prateek · Accepted Answer

1
		7
COMMUNICATIONS CAMPAIGN REVIEW
Table of Contents
1.	Introduction	3
2.	Promotional Mix	3
3.	Promotional Mix Element used by The Body Shop.	3
4.	Channels used by The Body Shop.	4
5.	Key Message of the Campaign.	4
6.	Key Target Audience	5
7.	Marketing Theory – ‘AIDA’	5
8.	Campaign Feedback	5
9.	Conclusion	6
10.   References	7
1. Introduction
Marketing campaigns involves the sequence of messages, activities or processes to promote an idea, individual, product, services or organization through different mediums or channels such as television, radio, newspapers, digital among others. Campaigns are the major way for communicating and reinforcing their positioning in the market. As noted by Oladepo and Abimbola (2015), successful marketing campaign is a step-by-step well-thought-out process, which involve extensive activities such as planning, budgeting, understanding the current position in the market, determining the goals and executing the campaign using appropriate channels. Some of the possible mediums for marketing campaigns include, social media, content, demonstration in public, word-of-mouth among others.
2. Promotional Mix 
Promotional Mix refers to the series of promotional variables used by the marketers to achieve their marketing goals of creating and increasing the demands for products and services. As mentioned by Al-Dmour et al. (2016), it includes Advertising, which is a form of paid-communications used by the firm to reach wide audience using mediums like radio, newspapers among others. Public relations is used to build a positive imagery for a firm. Sales promotion, it is method to stimulate sales through promotional activities such as coupons, free samples, contests among others. Personal selling, here salesman interacts directly with the customer to influence purchase decision.
3. Promotional Mix Element used by The Body Shop.

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