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Promotional Activities

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Contents Introduction 3 About Mind 4 Aims and Objectives 5 Promotional Activities 8 Promotional Activities Explained 9 Promotional Media 14 Red Bull Case Study 21 Communication Flow Chart 23 Communicating with target customers 25 Questionnaire Analysis 28 Focus Group 34 Human, Physical and Financial Resources 36 Gantt Chart 38 Promotional Activity Costs 40 Costs Overview 42 What-if Analyses 43 Promotional Plan 45 AIDA Model 50 Evaluation 53 Appendix 1 56 Appendix 2 57 Appendix 3 59 Introduction In this unit I am investigating a non-profit business called Mind Charity. Its purpose is to build awareness of mental health and to be aimed at schools in Sutton in Key Stage 4 and 5 (Sixth form). About this unit * I will look at how promotional activities, advertising and personal selling, that are carried out by non-profit business, such as the Mind charity. * I will investigate how Mind charity combine promotional activities into a promotional mix and how this is vital for Mind Charity * I will consider how promotional activities are designed for Mind to alter customer attitudes. * I will consider how the cost of the promotional activities affects the final choice of promotional mix. How I will be assessed * I need to explain the main objectives of the Mind Charity and the promotional activities that are available and the characteristics to the targeted market. * I need to explain how I will achieve the objectives of Mind charity by setting promotional mixes and timings and costs of promotional activities * I need to analyse the findings of research to develop a plan and meet the customer needs of the Mind charity, by the customer attitudes, using the AIDA model, and other available business resources. * I need to evaluate the suitability of my plan for the Mind charity for the promotional mix by the ability to achieve the Mind charity's objectives, the customer attitudes, and the cost of the promotional activities. ...read more.


They are likely to be activity orientated participating in sports, and going out with friends in the day e.g. shopping and going to the cinema. Statistics9 * 1 in 10 children and young people aged 5 - 16 suffer from a diagnosable mental health disorder - that is around three in every class. * Between 1 in 12 and 1 in 15 children and young people deliberately self-harm and around 25,000 are admitted to hospital every year due to the severity of their injuries. * Over half of all adults with mental health problems were diagnosed in childhood. Less than half were treated appropriately at the time. * Nearly 80,000 children and young people suffer from severe depression. * Over 8,000 children under 10 years old suffer from severe depression. * 45% of children in care have a mental health disorder - these are some of the most vulnerable people in our society. * 95% of imprisoned young offenders have a mental health disorder. Many of them are struggling with more than one type. Questionnaire Analysis I have chosen to gather information directly from consumers within the target market by using questionnaires. The questionnaire's will help to provide up-to-date information on the target market, and helps understand customers' behaviour. This shows that the majority of teenagers are likely to say 'no' to supporting charities. Teenagers are not interested in supporting charities. Mind charity will find it hard to create awareness amongst teenagers, so Mind must communicate their message across in an effective way in order to attract their attention. This shows that many teenagers are unaware of the charity, Mind charity. This is probably because they hardly promote to teenagers of mental health issues. In order to create awareness of Mind charity, they must promote a lot to teenagers. This can be for example by putting the Mind charity name on the wrist band as a free gift. ...read more.


People with poor mental health are weird F: Everyone suffers from low mood and 1 in 4 of the population will experience mental ill health at some point in their lives. Think of 12 people you know. Are 3 of them rocking in the corner muttering to themselves? Thought not. M: Mental illness is caused by emotional weakness F: People do not choose to become mentally ill. As with other medical conditions, like heart disease or diabetes, it has nothing to do with being weak or lacking will-power. M: Once you've had a mental illness, you never recover F: People can and do recover from mental illness. Medications, psychological interventions, a strong support network and alternative therapy treatments from cognitive behavioural therapy to improved diet and exercise habits are also very effective in leading to a complete recovery M: Since 'care in the community' was started, people with mental health problems have been left to roam the streets F: Even before the closure of the old large scale psychiatric hospitals, around 95% of people received care and treatment for mental illnesses in the community. What has changed is the type of accommodation and treatment available. For example, people requiring long term care in a hospital are usually no longer in the same building as those requiring short term admissions. M: All people who suffer from depression are suicidal F: Suicide is not a mental illness. Not everyone who is depressed will consider suicide. It is as inaccurate as saying that all football fans are hooligans. However it is true to say that individuals experiencing a mental health problem are, generally, associated with a higher risk of suicide. If you suspect someone is feeling suicidal ask them - it could help save their lives. 1 http://www.mind.org.uk/About+Mind/ 2 http://www.mind.org.uk/About+Mind/Mind+Mission/ 3 http://www.youngminds.org.uk/professionals/support-for-schools 4 http://www.youngminds.org.uk/professionals/support-for-schools 5 Appendix - News Article 6 http://www.youngminds.org.uk/professionals/support-for-schools 7 http://www.mind.org.uk/News+policy+and+campaigns/Press/petebooklet.htm 8 http://www.britishcouncil.org/japan-trenduk-wristband.htm 9 http://www.youngminds.org.uk/ym-newsroom 10 http://en.wikipedia.org/wiki/Focus_group 11 Appendix 3 12 Appendix 3 13 Appendix 3 14 Appendix 3 15 http://www.upmystreet.com ?? ?? ?? ?? ...read more.

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