As you have seen this week and last, the promotional mix refers to those sets of alternatives that organisations choose from in order to communicate with consumers and other interested parties.
Last week you considered the appropriateness of public relations, direct marketing, sponsorship and advertising. For this week’s Key Concept Exercise, you will evaluate and analyse the appropriateness of the remainder of these methods.
This week’s exercise will continue with the theme of promoting knowledge on childhood obesity and efforts by governments to tackle this problem.
- Evaluate the five elements of the integrated marketing communications mix that were explored in this week’s Key Concept Overview:
- Sales promotion
- Merchandising
- Packaging
- Personal selling
- Trade shows
- Consider how organisations can employ these methods to reach their targeted audiences.
In an approximately 500-word response, address the following issues:
- From the five promotional mixes elements explored this week, which one(s) would you employ to promote the message that the government wants to promote?
- Which ones would you not employ? Why?
- What objectives would you set for this campaign?
- What audiences would you target?
- Explain and justify your answer.
