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OCR Level 2 Cambridge Technicals in Business Unit 5: Marketing campaigns

Marketing campaigns The target audience The main beneficiaries of campaign Marketing campaign of product/service The main purpose organisation The of the campaign running the campaign

The types of business campaigns Private sector businesses; eg cinema, bank, retailers (shops) An official body; local authority organisations eg library Activity: Select one of these Government organisations and eg Army, Police, Fire describe what the Non government campaign was organisations; Charities about such as Oxfam, Save the Children

Target audience Mass market: This is for everyone to see, to inform them, entertain the audience to ensure that they react to the advertising campaign and buy the product or service Activity: Write down two Niche market: This is paragraphs describing aimed at a certain one product/service that audience who are specific is for the Mass market and highly targeted in and another for the terms of the product or Niche market explaining service why you consider it to be for this audience.

Tactics of campaigns Most organisations try to aim for a good reaction towards the campaign so that they gain excellent sales Some organisations create a campaign that is difficult to understand or disliked by the mass market but can get people talking about it! Activity: In pairs think of some examples of advertising campaigns which have had a positive reaction or a negative reaction from the general public. Why is this?

Purpose of campaigns Inform about the launch of a new or existing product Raise awareness of new product/service Alert an audience to an event To remind customers a company is already well established

Who benefits? Retail organisations that stock the products/services and the manufacturers who make the products/services Retailer: profile of the business rises, profits rise because of increased sales Manufacturers: Raise awareness of portfolio of products/services Stakeholders (people involved in the business) with association to products/services

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