M3 provide a rationale for a promotional campaign.
D1 evaluate and justify the use of an appropriate promotional mix in relation to marketing objectives for the selected organisation
BTEC Level 3 90 Credit in Business
Unit 9: Creative Product Promotions
M3: provide a rationale for a promotional campaign.
Introduction
This assignment focuses on the reasons for the choice of medias used in
P5 for the new campaign for Virgin Atlantic: Glide & Ride. It will further
explain in details the budget table in p5.
Direct Mail Advertising
This type of media was chosen because it allows the business to
personally speak to the customers and inform them about the service. It
allows the business to provide enough information the customers. With
direct mail, a specific target group can be selected, in this case business
workers and families with children. It is affordable and bigger audience
can be reached as well. It costs £1900 for 5000 letters and £1700 for
5000 postcards plus Value-Added Tax (VAT) which was placed at 25%.
This is very affordable which is the reason why a large amount of letters
and postcards were created during the months of May to July. With
postcards, the business could personalize and design to represent them
which would cost £200-£500 depending on the design. This method is
likely to work because the customers will realize that the business cares
enough to connect with them on a personal level.
Outdoor Advertising
Billboards were chosen for outdoor advertising along with different sizes
and locations for them to be placed. One electronic billboard, three large
billboards, eight standard billboards, and two hundred bus shelter
billboards. The locations of London, Birmingham, Glasgow and
Portsmouth were chosen for billboards to be place at different time
periods. These two factors affected the cost of outdoor advertising, for
prices depended on the size of the billboard and the location, however
the budget was able to cover it along with the designing process and the
cost to keep it up for 1 week.
Billboards were a good option to advertise Glide & Ride because it
creates a graphic vision in the minds of customers about the service and
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