This document outlines an activity to analyze Christmas promotional campaigns from several retailers against criteria like sales, social media reach, and target market reached. Students will watch video campaigns from M&S, John Lewis, Aldi, and Asda then compile findings based on criteria their group selects. They will identify areas of agreement and recommended changes. The document also lists common promotional tools like advertising, personal selling, and direct marketing. As an extension, students can research the effectiveness of these campaigns based on sales and identify the winners and losers over Christmas. They will then present on an assigned promotional tool.

1. Promotional Tools

2. Learning outcomes
To collectively identify the major components of
the promotional mix and demonstrate examples
of the components
To evaluate the effectiveness of Christmas
campaigns against a set of self selected criteria
To link and question how this affects how you
feel and link to buyer behaviour

3. Promotional tools
• ADVERTISING
• PERSONAL SELLING
• DIRECT MARKETING
• INTERNET PROMOTIONS
• SALES PROMOTION
• PUBLICITY (PR)

4. Campaign Qs
• What are the key characteristics and what do
they represent for you?
• What are the main ideas behind the
campaigns (not just sales)!
• How do you feel about the campaigns?
• Are they targeting a particular market?
• Can you use these tools when you consider
promotions for your marketing campaign?

5. M & S Xmas campaign
Video

6. John Lewis Christmas Campaign
Video

7. Aldi Christmas Campaign

8. Asda Christmas Campaign

9. Campaign task
Prepare a list of 5 criteria (KPI) to judge the campaigns by
(as a group)
 Sales
 Social Media reach
 Hashtag
 Target market reached
 Other promotional tools
Compile the findings of the group from the criteria
Identify areas of major agreement and disagreements
How could the campaigns have reached the criteria that
you set?- so what changes would you recommend?

10. Summary
• Identify if you need more
information/help/reading around a
promotional tool (and where to get this)
• Summarise what you have learnt from the
Campaigns and follow this through Christmas
researching the effectiveness ( by sales) of
these adverts

11. Extension and further activities
• Read the articles re M & S
• Who were the winners and loser over
Christmas?

12. Seminar task
Promotional tools:
• For your allocated promotional tools present
the 5 minute presentation for your
promotional tools and show/demonstrate
concrete examples

13. Seminar Qs
• Ask your colleagues questions based on the
definition and examples
• Ask yourself how you could use these
methods as part of a marketing campaign
• Identify if you need more
information/help/reading around a tool