What is a Promotional Campaign?

[Anthony]

I am doing an assignment where I am to create a soft drink, including planning, advertisements, logo etc., but i also need to write a promotional campaign. What is a promotional campaign and what doI have to include in it?, also if someone says 'print advertisement, is that like a poster or like a printed out advertisement?

[Whitsey]

Print advertisement is generally in a newspaper but can be magazine or anything that is "printed"

as for a promotional campaign - it is just a document outlining what you are going to do... It's a plan...

Introduction - talk about the market need to for soft drink (100000 drink daily) and talk about the product you have and why it is good

How are you going to promote it? - Talk about what the campaign will look like (i.e. Coke Slogan = "The taste of a new generation"... Come up with a slogan, come up with a "need"- why do people want your drink over anyone elses... Because it's made with XXX, It's tastes better...)

What is your target demographic? Who are most likely to buy it (i.e. the drink is cool so cool people will want to drink it and the coolest people are "females", "aged 18-25", "living in guatamela", "earning between $20000-30000 per year", "who already drink coke" ... etc)

How much are you going to spend promoting it? (i.e. You have a $100000 budget - spend $10000 in print, $10000 on tvc's, $10000 on radio, $10000 on billboards, $10000 on Internet marketing... - )

Why are you going to spend it there? Where do your target demographic hang out??? They watch lots of TV so promote more heavily on TV... THey read cool magazines like "Chicks are Cool" so promote heavily in this print magazine... They love the internet - they love facebook so promote heavily on facebook...

THe campaign should be all about identifying what, who, when, where, why, how...

Hope this helps!