Sunday 29 September 2013

P2 explain the role of promotion within the marketing mix for a selected product or service

P2 requires you to consider the actual promotion of a selected product of one of the companies you have studies for P1. Consider the price point, highlight product quality and how the campaign identifies how the organisation secures product placement so you can show how promotional activity is part of a broader marketing context.

For M1 you need to explain the connection between promotional activity and the achievement of the marketing aims and objectives and will require you to consider the importance of branding

For D1 you need to evaluate the effectiveness of the promotional campaign in achieving its aims and objectives.  Back this up with evidence to show improved product sales from your research resulting from the campaign and you should balance this up with the appropriate costs of the promotion to confirm if this is a success or failure.

As you know promotion is defined as AIDA.  If you considered the top ten ten best social media campaigns to wet your appetite click here

A wee video on the subject can be seen here

Promotional activities can be seen here

This Marketing Map is great at showing the different promotional activities that the promotional mix could include

You are now just focusing on the promotional aspect of the promotional mix whereas for P1 you focused on all the four elements, price, place, product and promotion.

Good luck this is due in on 9th October 2013

Resources on AIDA click here

Resources on the role of promotion click here

Mr T

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