Promotional Practice Report (Developing Marketing Communications)

In this Promotional Practice Report, I will mainly focus on the campaigns of the launch of Xbox 1.

Through the authenticity of the ads, to massive 75 cities experiential tour, to social campaigns that encourage their participation, to creative media executions that let fans become directly involved – we are inviting the world to celebrate the launch of Xbox One and it’s an invitation to a new generation of games and entertainment. And it showcases experiences that only Xbox One can deliver.” Said Robert Matthews, General Manager of Consumer Marketing, Xbox (Xbox One Launches Invitation to the world, 2013).

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SMART is a guide how to set a valuable objective. Each letter in SMART refers to a different meaning included Specific, Measurable, Achievable, Relevant, and Timely. Microsoft did a great job about specific in the Xbox 1 campaign objective. It concerned about all the fans of Xbox should be involved, advertising over the world and 75 cities experiential tour, and the reason is to celebrate the launch of Xbox 1. Furthermore, it has to let people know the gaming and entertainment experiences can only be delivering by Xbox 1. However, it is not measureable and timely due to the objective does not mention about how many people should be involved within a specific time (Stross, 2005).

DRIP is use to influence audiences by four different ways (Differentiate, Reinforce, Inform and Persuade) to differentiate or enhance the competitive of the product (Jill, 2009, p. 9). According to the campaign objective. it tries to reinforce people will have a new generation of games and entertainment that they have never experienced before by Xbox 1.

The target audience for the new Xbox product will depend on different segmentation variables such as gender, buying situation, socio-economic group, race, age, geographical location, occupation, and ethnic group. Further, it also depends on early majority users,

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