Explain how you will investigate and measure the effectiveness of a marketing campaign. You will demonstrate an understanding of a specific marketing campaign’s strengths and look for opportunities for improvement. The paper should include an environmental analysis, market analysis, and industry analysis. First part of the paper should include an analysis of why the brand has decided to launch the campaign. It could be due to a decline in sales (for example, in 2010 Old Spice sales were in decline, as a response. they launched the “the man your man can smell like” campaign), increase market share (for example Absolut Vodka run bottle ads to increase the market share from approximately 3% to 40%), respond to a PR issue (BP’s pre-spill green advertising campaign on the company’s performance following the 2010 Deepwater Horizon oil spill), increase awareness, change brand perception, and etc. Later, you will conduct an environmental analysis, market analysis, and industry analysis to reveal the foundations of campaign. For example, Old Spice launched that specific campaign because research showed that 70% of all male toiletry items were purchased by women. Although 18-34- year-old males were the end user, females were the purchaser. By using a male character, coupled with a humorous advertising company, Old Spice targeted the purchasing behavior of women while also stimulating the interests of young men. Next, you will assess whether the campaign was successful or not (increased sales, increased loyalty, increased stock price etc.)
Finally, you will explain what contributed to the success or failure of the campaign. You will offer some suggestions what might have been better.
It can be any company, I dont care. I attatched the rubric and and example. Thank youuuu
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