Notesale: Turn your study into money

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Unit 9 – Exploring Creative Product Promotion
M3 - Provide a rationale for a promotional campaign and make recommendations for
improvement
TK Maxx has provided preferable clothing and accessory products for years, and has always
been one of the UK’s top businesses
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Since their latest summer coat is a product that can potentially generate high profit
during the season, TK Maxx would create their own campaign to let consumers know about it
as well as influence them to realise the stores existence by increasing awareness so that they
purchase more of their goods and services and improve their image
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This not only helps the industry be more successful with its
customers but also to understand the full situation of the business
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Since the reasons for the campaign were to enlarge sales and develop
awareness as well as their image, they must be remembered throughout the evaluation
because they are what TK Maxx is trying to achieve
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The store can also analyse whether the adverts provoked interest in
consumers that would lead them to desire and action, if customers perspectives have changed
as brand perception with current brands and businesses can lead them to perform business
with stores where the image is more appealing, and most importantly, whether the adverts
have increased profits and sales
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To check if the adverts have been noticed, questionnaires should be
provided to ask consumers which adverts they have seen in the past few days (spontaneous
recall), or when they last saw their adverts in particular (prompted recall)
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First off, the newspaper advert could be larger and more
recognisable as it is not easy to identify when compared to other advertisements
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The TV commercial can also stand out more because the product and information is not
easy to focus on as the background is more attractive, therefore the setting can be faded so
that’s its less noticeable whilst the data and image can be brighter so they are the first items
the viewer will see
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TK
Maxx could also make the message more clearer in the TV ad, where the intentions of the
campaign could also be shown in writing and not just described by a voice over, increasing
the chance of the meaning being considered
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This will let the consumers opinion be
reflected on the requirements of the store, and can lead to greater desire and action on
business sales
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The overall sales of the store have improved but need to be raised further
as the industry have set targets on how much they wish to gain for the amount spent to set up
the campaign
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An added recommendation for TK Maxx to look over when recovering the campaign is the
financial budget of which is spent to form the adverts
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There is the also amount to consider that’s needed to achieve objectives as they may not
accomplish as much as expected otherwise, and spending a certain percentage of sales gained
as profit can provide great assistance depending on the current success of the business

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