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

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

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

5. 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 Niche market: This is aimed at a certain audience who are specific and highly targeted in terms of the product or service Activity: Write down two paragraphs describing one product/service that is for the Mass market and another for the Niche market explaining why you consider it to be for this audience.

6. 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?

7. 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

8. 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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