Promotional mix elements

Promotional mix elements

Childhood obesity is an increasing problem in both the developed and developing
worlds. According to the World Health Organisation (WHO), globally, 75% of
overweight children live in the developed world. Moreover, in Africa, childhood
obesity figures have more than doubled in the last 20 years.

Imagine that you are employed as a marketing consultant by your national government,
which wants to inform its citizens of this increasing problem of childhood obesity.
In addition, the government wants to communicate healthy eating habits among its
young people.



To prepare for this Key Concept Exercise:

 * Read and watch the Required Learning Resources for Week 4.

 * Consider how organisations can employ these methods to reach their targeted
audiences.

To complete this Key Concept Exercise:

By Day 3, in an approximately 500-word response, address the following issues:

 * From the promotional mix elements (advertising, sales promotions, social
media, public relations, digital marketing, personal selling, direct response,
database marketing and alternative marketing) that were explored, which one(s)
would you employ to promote the message that the government wants to promote?
 * What objectives would you set for this campaign?
 * What audiences would you target?
 * Explain and justify your answer.

By Day 3, submit your Key Concept Exercise.

When writing your responses, you should synthesise the theory with real-world
experience. Also use examples of the theories in action in a real organisation about
which you have read or one in which you have worked.

Be sure to read over your Key Concept Exercise before submitting it to your Instructor.

Make sure the spelling and grammar are correct and the language, citing and
referencing you use when providing your opinion are appropriate for academic
writing.