A Promotional Campaign

Paper Summary:

This paper examines the promotional campaign of Watershed Awareness, whose goal is to bring water quality issues to the public's forefront. The writer of this paper defines a promotional campaign as the combination of various advertising, public relations, sales promotion and personal selling activities used by the marketer over a period of time to achieve predetermined goals. This paper explains why a promotional campaign is much more than just the advertisement seen on TV. The larger the campaign is, the more budget it needs and more people are employed to derive the outcomes for which the campaign was initially set up for. This paper details the various steps involved in creating a successful promotional campaign. In the case of Watershed Awareness, the first step is the necessity to clarify the specific purpose for the campaign. The next phase is effective communication which results in serving the functions of reaching the target audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity.
The third step in carrying out a promotional campaign is developing its theme, perhaps creating a noticeable insignia or logo. This paper also focuses on the importance of the internet in creating a successful campaign.

From the Paper:

"The proposition is only the beginning, then the effective communication must be used serving the functions of reaching the target audience, penetrating the audience's attention through the combination of timeliness, relevance and simplicity, communicating the intended message and bonding the message to the brand name. Unfortunately, practice shows that the price of the advertisement does not guarantee its' quality. In order to do this, a promotion plan should include a well-articulated distribution plan which will drastically increase the exposure of promotion item. The mass media source choice to transfer the idea to the target group should be based on the preferences of the target group."

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