Diana Enero-S00000503
Unit 18 – Assignment 2
REPORT TITLE: Exploration of Promotional Mix on Topshop and Cancer
Research UK
INTRODUCTION:
This report entails the used of promotional mix and illustrates its influence on
Topshop and Cancer Research UK (CRUK). In addition to that, this document will
assess and evaluate the internal and external factors influencing Topshop and
CRUK’s promotional activities.
FINDINGS/CONTENT:
B. P3- Explain the promotional mix used by contrasting businesses.
In any type of a business sector, promoting their organisation, product and service is
imperative as it has a long-term impact on their consumers. Promotional mix involves
personal selling, public relations, sales promotion and advertising, as well as it gives
the essence of the definition of promotion and how it’s done effectively.
1. Personal Selling is a method of sales interaction amongst Topshop
representatives and their consumers directly on a one to one basis. This
method is their most expensive tool yet the most effective than the other type
of promotional mix, where they’ll be sending sales representatives door-to-
door.
Topshop firstly plans a sales approach focus on the needs and wants of their
consumers by getting information from their previous purchases; then
afterwards uses and gives information about their products and services,
more specifically its focus on its benefits to the consumer.
In addition, their salespersons show integrity and accurateness, as well as
were polite to their customers. They also prevented high-pressure sales as
consumers are likely to be discouraged by being forced and selling false
products were eradicated as due to possible result on getting negative
feedback; and which possibly affect the Topshop’s’ reputation.
2. Public Relations (PR) are used by Topshop and Cancer Research UK
(CRUK) to create a positive relationship amongst them, media and public.
Effective public relationships contain developing favourable publicity through
media and diminishing the impact of negative conditions. Moreover, PR is
advantageous to both businesses as it gets people to think positively about
their brands such as ethically and the effectiveness of their operation,
resulting in a positive reflection on the organisation by using the media to
cover and create a positive image.
Unit 18 – Assignment 2
REPORT TITLE: Exploration of Promotional Mix on Topshop and Cancer
Research UK
INTRODUCTION:
This report entails the used of promotional mix and illustrates its influence on
Topshop and Cancer Research UK (CRUK). In addition to that, this document will
assess and evaluate the internal and external factors influencing Topshop and
CRUK’s promotional activities.
FINDINGS/CONTENT:
B. P3- Explain the promotional mix used by contrasting businesses.
In any type of a business sector, promoting their organisation, product and service is
imperative as it has a long-term impact on their consumers. Promotional mix involves
personal selling, public relations, sales promotion and advertising, as well as it gives
the essence of the definition of promotion and how it’s done effectively.
1. Personal Selling is a method of sales interaction amongst Topshop
representatives and their consumers directly on a one to one basis. This
method is their most expensive tool yet the most effective than the other type
of promotional mix, where they’ll be sending sales representatives door-to-
door.
Topshop firstly plans a sales approach focus on the needs and wants of their
consumers by getting information from their previous purchases; then
afterwards uses and gives information about their products and services,
more specifically its focus on its benefits to the consumer.
In addition, their salespersons show integrity and accurateness, as well as
were polite to their customers. They also prevented high-pressure sales as
consumers are likely to be discouraged by being forced and selling false
products were eradicated as due to possible result on getting negative
feedback; and which possibly affect the Topshop’s’ reputation.
2. Public Relations (PR) are used by Topshop and Cancer Research UK
(CRUK) to create a positive relationship amongst them, media and public.
Effective public relationships contain developing favourable publicity through
media and diminishing the impact of negative conditions. Moreover, PR is
advantageous to both businesses as it gets people to think positively about
their brands such as ethically and the effectiveness of their operation,
resulting in a positive reflection on the organisation by using the media to
cover and create a positive image.
