Thursday 7 November 2013

P4 Explain the reasons behind the choice of media in a successful promotional campaign

Assessment criteria
Learners need to explain the reasons behinf the choice of media for a successful promotional campaign

Types of media

  • Local
  • Regional 
  • National
  • International
  • Terrestrial
  • Satellite
  • Digital
  • Internet
  • Specialist media - trade magazines
Criteria for media selection
  • Cost versus coverage
  • Promotional objectives
  • Target audience
  • Focus of appeal e.g. emotional, empathetic, intellectual, timming, circulation, readership
Role of the internet
  • Direct marketing
  • One to one communication through smartphones, disintermediation
To do this task and PASS it first time you will need to:
  1. Choose a SUCCESSFUL promotional campaign
  2. Explain the theory above and 
  3. Apply this theory to the decisions relating to the successful promotion that you have chosen Marks and Spencer Christmas Promotion 2013 click here or the John Lewis Partnertship campaign - click here
Deadline date 20th November 2013

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