MARKETING MANAGEMENT
PROMOTIONAL MIX
“GO FOR 2&5”

Social marketing campaigns aim to change the behaviour of the population regarding a specific topic. The “Go for 2&5” campaign in Australia pursues creating healthy eating-habits among the Australian population.

Visit http://gofor2and5.com.au/StateCampaigns.aspx for a campaign review. Check out the campaigns in QLD and SA. You will find TV commercials, radio ads, outdoor ads, press, community events and product promotions available in this website. Take your time to explore the different links and get a comprehensive understanding of the several elements of the promotional mix. Then answer the questions below.

QUESTION FOR DISCUSSION:
When making creative message decisions, the message should get Attention, hold Interest, arouse Desire, and obtain Action, which is known as the AIDA framework. Use these criteria to evaluate the QLD’s and SA’s campaigns. Justify your position. You can make recommendations if you wish.