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OCR Level 2
Cambridge Technicals
in Business
Unit 5: Marketing campaigns
Marketing campaigns
The target audience
The main beneficiaries
of campaign
Marketing campaign
of product/service
The main purpose
The organisation
of the campaign running the
campaign
The types of business
campaigns
Private sector businesses; eg
cinema, bank, retailers (shops)
An official body; local authority
organisations eg library
Activity: Select
one of these
Government organisations
organisations and
eg Army, Police, Fire
describe what the
Non government
campaign was
organisations; Charities
about
such as Oxfam, Save the
Children
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.
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?
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
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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