Marketing Foundations 24108, 08/05/2019, Christian John
Marketing Foundations Tutorial 7: Promotion
The Marketing strategy of the Specsavers Advertisements
Shown
Commodities like Specsavers glasses are hard to stand out from their
competitors (E.g. OPSM)
- They differentiate these products by:
o Offering a deal (2 glasses for $299)
o Using humor throughout the advertisements
The target market is young adults, aged 20–35/25–40
Open Ended Discussion Question
The increase in childhood obesity is a significant worldwide health concern
What are some examples of promotion that you feel are contributing to the
childhood obesity problems?
- Advertising toys with kids’ meals
o An example of this would be McDonalds offering free toys with
‘happy meals’
- Playgrounds at fast food restaurants
o Present in fast food restaurants such as McDonalds and Hungry
Jacks
- Promoting meal deals, which are cheaper than buying the products
individually
What Public Relations can fast food companies use to alter the perception
that they are part of the problem?
- As part of a public relation (in order to keep their public image
favourable), fast food companies can offer healthier food
o Example: McDonalds advertised salads and healthy foods to
counter the negativity surrounding the release of the anti-
McDonald’s documentary, ‘Super Size Me’, which involved a
Page 1
, Marketing Foundations 24108, 08/05/2019, Christian John
filmmaker damaging his liver after eating nothing but McDonalds
for a month
Textbook Discussion Question
Elliot Textbook
9.4.3 What steps can companies take to counter the effects of negative
publicity and/or manage or crisis? (pg. 335)
- They can put out positive advertisements, which gives companies a
more favourable image to the general public
- If the negative publicity was due to an advertising campaign, they can
retract it
9.5.2 Think of an example of a sales promotion that you have seen
recently. Describe it and explain whether you thought it was an effective
form of promotion. (pg. 340)
- Mother’s Day promotions (You can consider if it was effective)
9.7.2 What is product placement? How can this type of promotion be
effective? (pg. 346)
- Product Placement: Advertising technique used by companies to subtly
promote their products, by placing them in media such as television
shows and movies
- Example: The recent James Bond Movies include product placements of
BMW cars
9.7.3 Explain the differences between ambush, guerrilla and viral
marketing. (pg. 346)
- Ambush: When a rival company attempts to promote its
products/services by associating it with an event that has already has
official sponsors
- Guerrilla: Strategy to promote products/services in public areas with
low costs
Page 2
Marketing Foundations Tutorial 7: Promotion
The Marketing strategy of the Specsavers Advertisements
Shown
Commodities like Specsavers glasses are hard to stand out from their
competitors (E.g. OPSM)
- They differentiate these products by:
o Offering a deal (2 glasses for $299)
o Using humor throughout the advertisements
The target market is young adults, aged 20–35/25–40
Open Ended Discussion Question
The increase in childhood obesity is a significant worldwide health concern
What are some examples of promotion that you feel are contributing to the
childhood obesity problems?
- Advertising toys with kids’ meals
o An example of this would be McDonalds offering free toys with
‘happy meals’
- Playgrounds at fast food restaurants
o Present in fast food restaurants such as McDonalds and Hungry
Jacks
- Promoting meal deals, which are cheaper than buying the products
individually
What Public Relations can fast food companies use to alter the perception
that they are part of the problem?
- As part of a public relation (in order to keep their public image
favourable), fast food companies can offer healthier food
o Example: McDonalds advertised salads and healthy foods to
counter the negativity surrounding the release of the anti-
McDonald’s documentary, ‘Super Size Me’, which involved a
Page 1
, Marketing Foundations 24108, 08/05/2019, Christian John
filmmaker damaging his liver after eating nothing but McDonalds
for a month
Textbook Discussion Question
Elliot Textbook
9.4.3 What steps can companies take to counter the effects of negative
publicity and/or manage or crisis? (pg. 335)
- They can put out positive advertisements, which gives companies a
more favourable image to the general public
- If the negative publicity was due to an advertising campaign, they can
retract it
9.5.2 Think of an example of a sales promotion that you have seen
recently. Describe it and explain whether you thought it was an effective
form of promotion. (pg. 340)
- Mother’s Day promotions (You can consider if it was effective)
9.7.2 What is product placement? How can this type of promotion be
effective? (pg. 346)
- Product Placement: Advertising technique used by companies to subtly
promote their products, by placing them in media such as television
shows and movies
- Example: The recent James Bond Movies include product placements of
BMW cars
9.7.3 Explain the differences between ambush, guerrilla and viral
marketing. (pg. 346)
- Ambush: When a rival company attempts to promote its
products/services by associating it with an event that has already has
official sponsors
- Guerrilla: Strategy to promote products/services in public areas with
low costs
Page 2
