EFFECTIVENESS OF PROMOTIONAL CAMPAIGN ADVERTISEMENTS ON CONSUMER PERCEPTION OF PRODUCT SUSTAINABILITY (A STUDY OF LG-LIFE’S GOOD GLOBAL CAMPAIGN)
Abstract
base. Advertising campaigns utilize diverse media channels over a particular time frame and
target identified audiences.
The campaign theme is the central message that will be received in the promotional activities
and is the prime focus of the advertising campaign, as it sets the motif for the series of
individual advertisements and other marketing communications that will be used. The
campaign themes are usually produced with the objective of being used for a significant
period but many of them are temporal due to factors like being not effective or market
conditions, competition and marketing mix (Belch & Belch, 2020).
“What is Promotion?” Promotion is a marketing tool, used as a strategy to communicate
between the sellers and buyers. Through this, the seller tries to influence and convince the
buyers to buy their products or services. It assists in spreading the word about the product or
services or company to the people. The company uses this process to improve its public
image. This technique of marketing creates an interest in the mindset of the customers and
can also retain them as a loyal customer (Effiong, Inameti, Ernest, and Arikpo, 2019).
Promotion is a fundamental component of the marketing mix, which has 4 Ps: product, price,
place, and promotion. It is also an essential element promotional plan or mix, which includes
advertising, self and sales promotion, direct marketing publicity, trade shows, events, etc.,
Some methods of this procedure contain an offer, coupon discounts, free sample distribution,
trial offer, buy two items in the price of one, contest, festival discounts, etc. The promotion of
a product is important to help companies improve their sales because customers reaction
towards discounts and offers are impulsive. In other words, promotion is a marketing tool that
involves enlightening the customers about the goods and services offered by an organization
(Effiong, Inameti, E
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