Q1. What can be different objectives and missions of a Marketing Promotion?

Elaborate with
examples.

Ans: The objectives of any marketing promotion are based on the goals and strategies of the company
launching the project. In general, the marketing objectives of promotional efforts are aimed at attracting
new customers, increasing sales, raising awareness, or expanding market penetration.
The main objectives of Marketing Promotion are:
 Increase Business
Marketing promotions are used primarily to attract new customers to a business. This can be
done through a variety of promotional actions, such as running targeted advertising campaigns,
holding special events, or launching a social media blitz. The objective is to reach potential new
customers and give them an incentive to patronize your business.
 Increase Sales
Once people become customers of a business, another promotional marketing objective is to
encourage them to increase their spending. An example of this marketing objective in practice is
the use of a customer “rewards” card that tracks what the customer purchases and generates
coupons for similar products.
 Encourage Repeat Business
The objective of retention marketing promotion is to turn one-time customers into repeat
customers. This can be done through collecting customer contact information and putting the
one-time buyers on a direct-mail or email advertising list.
 Brand Awareness
To keep its name in front of consumers and reinforce its image, a small business should have a
marketing objective of building brand awareness. This can be accomplished in part by being
consistent in all marketing messages and using inexpensive promotional products. An example:
give-away items such as refrigerator magnets, ink pens, coffee cups and calendars imprinted
with the company logo or image.
 New Product Introduction
The objective of promoting a new product launch through marketing initiatives is to expand a
company’s reach into new markets, while still retaining its existing customer base. An example
of this approach is a cleaning company that expands its services to include handyman-type
home repairs.
Q3 (a). Which are the top 10 advertising agencies in India?

Ans: The top 10 advertising agencies in India are:

 DDB Mudra Group
 Grey India
 WebFX
 Disruptive Advertising
 Ignite Visibility
 The Bureau of Small Projects
 Rediffusion (Y & R)
 Dentsu Aegis Network
 FCB Ulka Advertising Pvt Ltd
 McCann Erickson India Ltd

Q3 (b): Write a Creative Brief for a campaign to launch a new product of your choice. The brief needs
to be given to the Creative Agency which is executing the promotion campaign.

Ans: Creative Brief:

The Castles and Caves

a) The Situation:
Our company Vibrant Mages have come up with its first ever board game “The Castles and
Treasures” with is about to get launched.
b) Target Audience:
 Primary Target Audience: Mostly teenagers and adults (16-35-year olds)
 Secondary Target Audience: Kids aged 10 and up.
c) Role of Communications:
To make the audience aware of The Castles and Treasures and to relive the classic fantasy tales
and characters in the board game rather than only enjoying it digitally. We want The Castles and
Treasures to be at the forefront of parents' minds when considering the purchase of a new
family board game. We also want to entice the target audience to visit the Vibrant Mages
website, to check the game out and other in-game merchandises.
d) Big Idea
The Castles and Treasures is a fantasy game for the whole family, letting the adults relive their
favourite fantasy tales and characters and let their kids know of them and the game also lets
players to add their own rules and character if they want which adds a creative edge for the
kids.
e) Mandatories:
 Each advertisement of The Castles and Caves must include the following: the logo of The Castles
and Caves; the tagline “Castle or Cave” and call to action “Start you fantasy journey today on
www.thecastleandcaves.com and may you get endless powers.”

Q14. Explain the following terms of Digital Promotion with examples:

a. Unique Visitors to a Site

A unique visitor is a term used in marketing analytics which refers to a person who has visited
the website at least once and is counted only once in the reporting time period.
For example, if a user visits your web page and then browses further on 2 other pages and then
leaves your website and returns again to see more pages, he is counted as a single individual
user (“unique visitor”).

b. Impressions
An impression is a metric used to quantify the number of digital views or engagements of a
piece of content, usually an advertisement, digital post, or a web page. Impressions are also
referred to as an "ad view." They are used in online advertising, which often pays on a per-
impression basis.

c. Number of Clicks

d. Click-through Rate
Clickthrough rate (CTR) is the percentage of clicks a campaign receives relative to the number of
impressions. A higher CTR often implies that campaigns are resonating more effectively with
viewers. The formula for CTR is:
(clicks on a campaign ÷ total campaign impressions) × 100 = CTR
For example, if a given ad campaign has 5 clicks and 500 impressions, the CTR is 1%: (5 ÷ 500) ×
100 = 1.

e. Applications Completed

f. Conversion
Conversion rate is the percentage of customers, or potential customers, that take a specific
action. The “specification” can be anything from opening an email, to signing up for a demo, to
making a purchase. Since many marketing efforts focus on compelling a customer to take that
next step in the sales funnel, conversion rate is an important marketing metric.

g. Engagement
the term refers to how consumers interact directly with the brand through different actions,
such as clicks, likes, comments, and shares.
 This is important not only to increase the company’s reach and relevance in the Internet
scenario but also to facilitate the creation of profitable relationships. The more engaging your
brand experiences are, the higher the lead conversion rate is.

h. Cost per Mille Impressions (CPM)

Cost per mille (CPM) is one of the few pieces of marketing lingo to use Latin. “Mille” is Latin for
“thousand,” and CPM means cost per thousand impressions. CPM is often used for setting the
price of a given paid ad campaign.

i. Marketing Return on Investment

Return on marketing investment or ROMI is a metric used in online marketing to measure the
effectiveness of a marketing campaign. It examines results in relation to the specific marketing
objective. ROMI is a subcategory of return on investment or ROI, because here the cost is
incurred on marketing.