2. Research Campaign
• What is promotion? Publicizing a product, organization, or venture to increase sales
and public awareness.
• Why do companies need promotion? Promotion is needed for a company to grow. It
allows the company to reach out to customers using various forms of media and
techniques to grab their attention.
• Why do consumers need promotion? Promotion allows the consumers to gather
information about the products before purchasing it. E.g. whether the quality is good,
the price is acceptable, it is the best there is
• Examples of types of promotion
4 main types of promotion:
Advertising—Print advertisements in magazines, the web or commercials.
Sales promotion—Attending trade shows, holding contests
Public relations—Getting bloggers to post about products, pitching articles to magazines,
writing and distributing press releases.
Personal selling—Done face to face, e.g. with a business that hosts home parties or through
the phone or web.
3. School community communication
How do we communicate at school? How do we know what is going on? How do
teachers keep in touch with students? How does the school communicate with
teachers, students, parents and the wider community?
Communication method From To
Daily bulletin School, teachers, students Students, parents, teachers
Email School, teachers, students, wider Students, parents, teachers, wider
community community
School Announcements (Using the School, teachers, students Teachers, students
speaker)
Assemblies School, teachers, students, outside Students, teacher
speakers (wider community)
Diary Teachers, students, school, parents Teachers, parents, students
Phone Calls Teachers, school, students, parents Teachers, students, parents, school
4. Example of promotion: Hong Kong
Sevens
Examples of promotion used for the Rugby Sevens. Although this is promoting an
event, instead of a company, the methods are fairly similar.
IN THE FORM OF VIDEOS:
These videos promote the Sevens by persuading people to make promotional videos
for the Rugby Sevens and posting them online. The winner wins a free ticket to the
Sevens! This is a great method as it increases public awareness.
http://www.youtube.com/watch?v=RnAXuBa7Xsg
http://www.youtube.com/watch?v=oCgyEraSiYs
USING LARGER COMPANIES TO PROMOTE THE EVENT:
Using the bank HSBC and Cathay Pacific airlines to promote the event is great as they
are very well recognized businesses.
5. PROMOTING THROUGH THE USE OF BANNERS AND POSTERS: Eye-catching posters across
different areas of Hong Kong will raise awareness of the event when people come see
them.
PROMOTING ON TRANSPORTION: A clever way that the Hong Kong Sevens used to
promote their event is on public transport, as lots of people will see it.
6. Example of Harry Potter promotional
campaign and audience analysis
7. Carry out your own audience analysis
for the Rugby Sevens
Separate the types of promotion you have found into different age groups. Try to create links or
embed video Hong Kong
http://www.google.com.hk/url?sa=i&source=images&cd=&docid=LhCJmieGz3dOeM&tbnid= http://www.google.com.hk/imgres?q=hong+kong+sevens&um=1&hl=en&safe=off&tbm=isc
yChn_ABNs9UdTM:&ved=&url=http%3A%2F%2Fhongkongandus.blogspot.com%2F2010%2F0 h&tbnid=5GFrX6Fi_SDSfM:&imgrefurl=http://www.worldwideticketing.com/sports/hong-
3%2Fhong-kong-sevens.html&ei=Q-ElUcudAcmiiAf-- kong-sevens.htm&docid=SXKnzvsFn-
YGgBQ&psig=AFQjCNGaDVjhVDjGv1qYUbwdffyoZXkDqw&ust=1361523395150772 SLXM&imgurl=http://www.worldwideticketing.com/images/sports/hong-kong-
http://www.google.com.hk/url?sa=i&source=images&cd=&docid=jRYfc9mSZuUsEM&tbnid= sevens/sevens3.jpg&w=800&h=554&ei=ReElUc7zGeWuiQfsl4HoBA&zoom=1&ved=1t:3588,i:
E_8b69bcyeMWKM:&ved=0CAgQjRwwAA&url=http%3A%2F%2Fwww.workinginhongkong.c 160&iact=rc&dur=726&sig=111648620866285827056&page=2&tbnh=173&tbnw=270&start=
om%2Fphoto-photos-image-video%2Fhong-hong-rugby-sevens- 13&ndsp=17&tx=124&ty=52&biw=1280&bih=680
7.htm&ei=TOElUcb1C42ViAeWuYHoAw&psig=AFQjCNFnQHJf5CLLEJOapkqo6inGs2RXiQ&ust=
1361523404317765 http://www.google.com.hk/imgres?q=hong+kong+sevens&um=1&hl=en&safe=off&tbm=isc
h&tbnid=E5vEV67bxvy-6M:&imgrefurl=http://www.asiatraveltips.com/news07/192-
HongKongRugbySevens.shtml&docid=04-
qT3vWqByrCM&imgurl=http://www.asiatraveltips.com/newspics/072/HongKongSevensDra
w.jpg&w=2000&h=1331&ei=ReElUc7zGeWuiQfsl4HoBA&zoom=1&ved=1t:3588,i:354&iact=rc
&dur=1340&sig=111648620866285827056&page=5&tbnh=181&tbnw=275&start=63&ndsp=1
6&tx=104&ty=140&biw=1280&bih=680
http://www.hksevens.com/eng/news/video.php
Young http://www.hksevens.com/eng/tickets/overseas_fans.php
Old
http://www.cathaypacific.com/cpa/en_INTL/5bdea1343e6fe110VgnVCM62000007d21c39RCR
http://www.kukrishop.hk/infant/replica-shirt.html D
Overseas
