Budget and Timings
I can see from my Gantt chart which is required in any business that needs to promote an activity to be able to visualise the costs and timings of each individual activity. The secondary research by finding out other business’ prices for each promotional activities such as leaflets, helped to estimate each promotional activity. The promotional activities costs are only an estimation, as there was lack of information provided businesses that provided this production.
I was able to estimate the timings for each promotional activity, but the lack of information provided didn’t help with placing a convenient time for each promotional activity on the Gantt Chart. Mind Charity needs to research the target market of teenagers and what they like and dislike more specifically in order to engage more teenagers to increase awareness of mental health issues. From the what-if analyses, I can see if the suppliers making the final product of either wristbands or magazines – Mind charity will go over budget.
Magazine articles and adverts are expensive and less likely to draw teenager’s attention to mental health issues. Is Mind Charity getting the best out of their money? Mind Charity has to increase production of the other promotional activities, in order for the exposure effect to take place, if a promotional activity is eliminated and to be able to increase mental awareness. Mind charity must eliminate one of the promotional activities such as the magazines.
Aims and Objectives My objectives were: 1. Raising awareness of different types of mental health issues amongst teenagers 2. Provide information on exact nature of mental health issues and de construct existing stereotypes to teenagers 3. Provide information on services of help available to people suffering from mental health issues to teenagers My objectives and activities relate to each other, as the promotional activities will help to meet the objectives.
This is shown through the AIDA model and is able to provide information on the best combination of promotional activities to raise awareness of mental health issues. My objective 1 – ‘Raising awareness of different types of mental health issues amongst teenagers’ is mainly using the attention, and interest of the AIDA model through the promotional activities which are posters, leaflets, magazine adverts/articles and PSHE talks. The free gift of wristbands doesn’t provide attention or interest; it is mainly based on action to take part by supporting the charity.
My objective 2 – ‘Provide information on exact nature of mental health issues and de construct existing stereotypes to teenagers’ is using the interest and desire of the AIDA model through the promotional activities which are leaflets, PSHE talks and magazine adverts/articles. The teenagers need to have interest in different exact natures of mental health issues and have the desire to change their stereotypical view of mental health issues. Posters only provide the attention by sad emotive images. Free gifts only provide the action to take part by supporting the charity. Target Audience Mind Charity is targeting teenagers in the Sutton area.
They will be targeting teenagers within schools during school term, and this for Mind will gain a captive audience. Mind needs to gain the teenager’s interest by using their promotional activities effectively to raise awareness of mental health issues. In order to gain a better interest from teenagers I must do thorough research of my target audience in order to gain a better knowledge of what the teenagers are interested, through research of what they like. For example, I would do questionnaire that ask more questions about different types of promotional activities and what they are interested in as qualitative questions to give an overview.
Market Research Relation to financial information of promotional activities, I believe there was enough research evidence from both text books and websites in order to work out an estimation of prices for each promotional activity. Although I have based my market research on Sutton and it doesn’t fit the larger percentage of whole of England, Wales, Ireland and Scotland. I need to do a larger proportion of market research on more areas of the United Kingdom in order to get a more beneficial view from the target market, and appropriate promotional activities for different areas.