ALR310 Marketing Communication For Website Media Promotions : Solution Essays

Questions:

1. What did you do well as a group? List and briefly describe three strengths

2. What aspects of your group-work could be improved upon? List and briefly describe three

Answer:

Budget for Mascara (Cosmetic) campaign for 12 weeks (3 months: Nov, Dec, and Feb)

Tactic	Timing	Other Costs	Production Costs	Media Costs	Total
Advertising 1) Magazine 2) Radio	Nov-Feb Nov, Dec, Feb		$20,000 $1000	$20,000 $2,000	$40,000 $3,000
Web Advertising 1. YouTube	Nov- Feb		$1000 $10/day	$900	$1900
Direct Mail 1. Post Card 2. Brochure	Dec- September	$1,000 $10,000	$5,000 $35,000	$5,000 $2,000	$11,000 $47,000
Sales Promotion 1. Competition 2. Posters		$5,000 $10,000	$35,000		$5,000 $45,000
Contingency @7%					$10,000
Total					$1,62,900

Table: Promotional Budget

(Source: Created by the Author)

The above budget template reflects that in order to promote the Mascara, the promotional costs would reach up to $1, 62,900 for three months. It has been observed that promotion cost through YouTube videos is comparatively lower than the other mediums. The maximum capital was invested in preparing and distributing brochures for the promotions. Hence, it can be observed that the company needs to pay attention towards website media promotions, which can help in saving the costs and gather more audience for establishing the brand value over the internet.

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