Direct Marketing Promotional Campaign



Direct Marketing Promotional Campaign

Introduction

According to the Institute of Practitioners in Advertising (IPA), advertising is the means of providing the most persuasive and convincing message that would sell to the right prospects and target market at the lowest possible cost.

Kotler and Armstrong view advertising and promotion as a paid form of non personal display, presentation and promotion of services, products or even an idea through the use of mass media. This includes magazines, newspapers, radio or television by a recognized sponsor.

Morgan Motor company, a UK based car manufacturing company was founded by Henry Fredrick Stanley Morgan in 1909 and he guided it for 50 years. He was born in August 1881 in a village of Moreton Jeffries, Herefordshire. Morgan Motor Company's success was built on an icon, the Morgan Three-Wheeler, the most successful light weight car of its time. As Harry Morgan was at the forefront of this movement and project he came to be known as the one who introduced motoring for the masses.

This unique design of the iconic Morgan Three-Wheeler is being reproduced according to the requirements and taste of the 21st century, so that even in the most modern and advanced times perceptive drivers can enjoy the experience of freedom and thrill of those calm and heavenly days of motoring so long ago.

Morgan Motor Company wants a direct promotional marketing campaign to be launched to reintroduce this icon in the market.

Five Stages of a Promotional Campaign

Stage 1: Advertising Objectives Need to be Set

Advertising objective is communication with a specific task for a specific target group audience during a particular time frame.

Its objectives fall into three main categories. First is to inform the customer about the new project, then to persuade the customer into switching from a different brand to Morgan Motors and thirdly to remind the buyers where to find the specific product being promoted, in this case it would be the new The Visitor Center of the Morgan Motors company where a new showroom was added in the year 2010.

Stage 2: Set a Budget for Promotion and Advertising

The marketers should know the role of advertising when setting aside a budget, which is to create the need and demand for the product and so the budget for promotion should be relevant to the potential impact of sales of the campaign as that would reflect on the product itself. Newer products need larger budgets as they are being introduced in the market and deep penetration is always effective and a product that is different or unique should also get higher advertising budget to show it in a light that lets the customer see how it is different from its competition.

As Albert Ball of the Morgan Motors puts it that no car in the market captures that feeling of flying quite like a Morgan does, along with a leather padded aircraft style cockpit in the latest version of the Three Wheeler, which sets this car apart from what any of the ...