Unit 9: Creative Product Promotion P4 M3 D2
P4 M3 d2
Unit – 9 (Creative Product
Promotion)
BTEC National Diploma In Business Level 3
The Date
Author: Your Name
Your Teacher
1
,Unit 9: Creative Product Promotion P4 M3 D2
Unit 9 Creative Product Promotion
To:
From:
Date:
Ref:
On completion of this unit I should:
1) Know the constituents of the promotional mix.
2) Understand the role of promotion within the marketing mix.
3) Understand the role of advertising agencies and the media.
4) Be able to create a simple promotional campaign.
Task 3:
a) Explain the reasons behind the choice of media in successful promotional campaign.
b) Provide a rationale for a promotional campaign.
c) Evaluate an existing, national marketing campaign.
1.0 Terms of reference
In this report I have been asked explain the reasons behind the choice of media in successful
promotional campaign and to provide a rationale for that promotional campaign. Afterwards I will
evaluate an existing national marketing campaign. I will use the Internet, Moodle and my Business
Textbook to collect information for this report.
2.0 Introduction
I work as a Marketing Executive in a Media Company and I have been asked by one of my Client
Companies to prepare a report that explains the reasoning behind the choice of media used in their
recent successful Promotional Campaign.
2
, Unit 9: Creative Product Promotion P4 M3 D2
2.0 McDonalds: Media
Within McDonalds they understand that the most powerful tool to getting a persuasive message
across is through media advertisement, media advertisement allows McDonalds’s message to capture
wide audiences depending which type of media it is. The media can contribute to mass
target audiences which is very useful advantage for objectives like increasing customers, capturing
wider target groups and increase the chance of success of the whole promotional campaign.
Depending on the type of media advertisement it is enables McDonalds to get recognised as well as
lets the public know about their activities, but different media has different effects and can attract
certain people this means in other words the contribution of the different media has certain results
like for example when advertising in a sports magazine the message gets to that magazines audiences
which might be 16 –35 years old healthy living individuals.
In order to cover all the markets McDonalds does use almost every single media. By using
different and more than one advertising media helps the company to attract different and wider target
groups, which will then help them to get a successful promotional campaign through effectively
communicating to their target groups.
There are different types of advertisement media that McDonalds uses today to reach its main
promotional objective; ‘’To create a healthier brand image’’, each of the different types of media has
an advantage which can help promotional campaign to be more accurate in getting messages across
to target groups. The different types of media are:
Print Media
Newspapers – Newspapers enjoyed the position of the most preferred medium to
reach a wider audience until electronic communication emerged on the media scene.
Newspapers are an important platform of mass communication as they reach every
nook and corner of the world where electronic media fails to reach.
Magazines – Magazines are another type of popular culture print media. They usually
cater to a specific type of audience who are looking for information based on a
particular subject.
Booklets and Brochures – Booklets and brochures are a part of the promotional
literature of a product, or an organisation.
Direct Mailers – Direct mailers are small pamphlets, which are devices for direct
advertising and marketing. Usually they arrive at our doorstep through the postal
mails.
Handbooks and Flyers – Handbooks or flyers is a form of communication which is
printed on a small paper. It is easy to carry, colourful, attractive, and legible to read.
They are handed out to all the passers-by.
Billboards – Billboards are huge advertisements that are put up at a height in strategic
locations to fetch more attention.
Press Releases – A press release is an important device of communication because it
takes the relevant communication directly to the press.
Books – books are a significant medium of mass communication as they have a large
reader base. The expressions and opinions of the writer are taken to the readers in the
3
P4 M3 d2
Unit – 9 (Creative Product
Promotion)
BTEC National Diploma In Business Level 3
The Date
Author: Your Name
Your Teacher
1
,Unit 9: Creative Product Promotion P4 M3 D2
Unit 9 Creative Product Promotion
To:
From:
Date:
Ref:
On completion of this unit I should:
1) Know the constituents of the promotional mix.
2) Understand the role of promotion within the marketing mix.
3) Understand the role of advertising agencies and the media.
4) Be able to create a simple promotional campaign.
Task 3:
a) Explain the reasons behind the choice of media in successful promotional campaign.
b) Provide a rationale for a promotional campaign.
c) Evaluate an existing, national marketing campaign.
1.0 Terms of reference
In this report I have been asked explain the reasons behind the choice of media in successful
promotional campaign and to provide a rationale for that promotional campaign. Afterwards I will
evaluate an existing national marketing campaign. I will use the Internet, Moodle and my Business
Textbook to collect information for this report.
2.0 Introduction
I work as a Marketing Executive in a Media Company and I have been asked by one of my Client
Companies to prepare a report that explains the reasoning behind the choice of media used in their
recent successful Promotional Campaign.
2
, Unit 9: Creative Product Promotion P4 M3 D2
2.0 McDonalds: Media
Within McDonalds they understand that the most powerful tool to getting a persuasive message
across is through media advertisement, media advertisement allows McDonalds’s message to capture
wide audiences depending which type of media it is. The media can contribute to mass
target audiences which is very useful advantage for objectives like increasing customers, capturing
wider target groups and increase the chance of success of the whole promotional campaign.
Depending on the type of media advertisement it is enables McDonalds to get recognised as well as
lets the public know about their activities, but different media has different effects and can attract
certain people this means in other words the contribution of the different media has certain results
like for example when advertising in a sports magazine the message gets to that magazines audiences
which might be 16 –35 years old healthy living individuals.
In order to cover all the markets McDonalds does use almost every single media. By using
different and more than one advertising media helps the company to attract different and wider target
groups, which will then help them to get a successful promotional campaign through effectively
communicating to their target groups.
There are different types of advertisement media that McDonalds uses today to reach its main
promotional objective; ‘’To create a healthier brand image’’, each of the different types of media has
an advantage which can help promotional campaign to be more accurate in getting messages across
to target groups. The different types of media are:
Print Media
Newspapers – Newspapers enjoyed the position of the most preferred medium to
reach a wider audience until electronic communication emerged on the media scene.
Newspapers are an important platform of mass communication as they reach every
nook and corner of the world where electronic media fails to reach.
Magazines – Magazines are another type of popular culture print media. They usually
cater to a specific type of audience who are looking for information based on a
particular subject.
Booklets and Brochures – Booklets and brochures are a part of the promotional
literature of a product, or an organisation.
Direct Mailers – Direct mailers are small pamphlets, which are devices for direct
advertising and marketing. Usually they arrive at our doorstep through the postal
mails.
Handbooks and Flyers – Handbooks or flyers is a form of communication which is
printed on a small paper. It is easy to carry, colourful, attractive, and legible to read.
They are handed out to all the passers-by.
Billboards – Billboards are huge advertisements that are put up at a height in strategic
locations to fetch more attention.
Press Releases – A press release is an important device of communication because it
takes the relevant communication directly to the press.
Books – books are a significant medium of mass communication as they have a large
reader base. The expressions and opinions of the writer are taken to the readers in the
3
