What are the objectives of each promotion or PR effort?

Assignment Brief

Mini Project #2 - Sales Promotion & Public Relations – Due Week 4

The goal of this project is to analyze and critically evaluate your sales promotion or public relations efforts that will be part of your campaign. Thus, your task is to identify which of the different types of sales promotions you plan to implement for your marketing communications plan. You should have at least two promotions. In terms of PR, your task is to identify which of the different types of public relations and publicity you plan to implement for your marketing communications plan. You should have at least two PR efforts. Evaluate all of these efforts in terms of the following questions. Please summarize your analysis in five (5) or less typewritten double-spaced pages. Please also provide a summary description of your promotions and PR efforts. You must clearly address all of the following:

1. What are the objectives of each promotion or PR effort (i.e., what kind of impact will these communications will have on consumer information processing and decision making)?  How will these objectives be achieved? 
2. Are these promotions or PR efforts more likely to impact on a central route or peripheral route processing and why?
3. What are the strengths or advantages of these promotions? 
4. Is the ’message’ being portrayed by these communications consistent with the product/service message being portrayed in advertising for the product/service?  If not, how could promotional/PR efforts be altered?  How will these communications affect the’ image’ of the product/service?
5. How do these promotions or PR efforts compare to what some of the major competitors are doing?  Do they provide the product/service with a competitive advantage? Why or why not? If not, how can they be improved to do so?

Sample Answer

Mini Project #2: Sales Promotion & Public Relations Analysis

Campaign Overview

For this project, the focus is on a marketing campaign for a new organic skincare brand called PureGlow. The aim is to promote awareness and trial among health-conscious consumers aged 20–35.

Promotions and PR Efforts: Summary

Sales Promotions Chosen:

• Buy-One-Get-One-Free (BOGOF) on first purchases via the official website.

• Limited-Time Discount (15%) for customers who subscribe to the newsletter.

Public Relations Efforts Chosen:

• Press Release Campaign sent to beauty and lifestyle media outlets.

• Influencer Partnership with eco-conscious skincare bloggers on Instagram and YouTube.

Objectives and Consumer Impact

Sales Promotions

BOGOF Objective:

Encourage first-time purchases and quick product trial. This promotion aims to reduce perceived risk and increase product sampling.

Discount Objective:

Grow the email list and build direct customer relationships. It motivates purchase through urgency and exclusivity.

Impact on Consumer Processing:

• Likely to trigger peripheral route processing by providing instant rewards and simple messages (e.g., “Free product”).

• These promotions work on emotional and incentive-based decision-making rather than deep evaluation.

Public Relations

Press Release Objective:

Build credibility and awareness in trusted media. It positions PureGlow as a serious and newsworthy brand.

Influencer Campaign Objective:

Increase brand visibility and trust through relatable content creators. It encourages social proof and emotional connection.

Impact on Consumer Processing:

• Press releases may engage central processing, especially for consumers who read in-depth articles or reviews.

• Influencers appeal more to peripheral processing, using trust and image to influence decisions quickly.

Strengths and Advantages

BOGOF

• High trial rate with little customer risk.

• Encourages word-of-mouth if both items are shared.

• Fast inventory movement for a new brand.

Email Discount

• Builds a database for future direct marketing.

• Creates urgency with a limited-time offer.

• Personalised follow-up marketing becomes easier.

Press Release

• Boosts credibility through third-party validation.

• Helps establish media relationships for future launches.

• Can be shared online, boosting SEO.

Influencer Collaboration

• Cost-effective PR with direct access to niche audiences.

• Builds authenticity and emotional connection.

• Generates user-generated content for reuse.

Continued...