2012 PMAA Entry Categories
1. BEST INTEGRATED COMMUNICATIONS CAMPAIGN
Awarded to the campaign that uses at least three marketing disciplines (ie game of chance or skill, loyalty, digital marketing, internet marketing, experiential marketing, public relations, product sampling, tie-in, social marketing, etc) to most effectively market a product or service.
2. BEST SPONSORSHIP OR TIE-IN CAMPAIGN
Awarded to the campaign that best leverages sport, movies, music, community, culture or travel/tourism theme to market a product or service.
3. BEST DIGITAL PROMOTION MARKETING CAMPAIGN
(email, online, mobile phones, smart phones & hand held devices, new technology)
Awarded to the campaign that uses any digital marketing technique most effectively in the execution of a promotion marketing campaign.
4. BEST INNOVATIVE IDEA OR CONCEPT
Awarded to the campaign that best demonstrates a unique marketing idea or fresh interpretation of an established idea.
5. BEST BRAND-BUILDING CAMPAIGN
Awarded to the campaign that does the most to enhance a brand’s image and equity in the marketplace.
6. BEST B2B CAMPAIGN
(trade incentives, loyalty or relationship)
Awarded to the campaign that best ultilises any of the above techniques to market a product or service and maintain market presence to all business customers. Company sales force incentives are also included.
7. BEST TRADE CAMPAIGN, COVERING RETAIL, KEY ACCOUNT OR CHANNEL SPECIFIC ACTIVITIES
Awarded to the campaign that best markets a product or service within any retail trade channel.
8. BEST EVENT OR EXPERIENTIAL MARKETING CAMPAIGN
Awarded to the campaign that best executes one event, a programme of events, or a travelling roadshow to deliver a brand experience to target audiences.
9. BEST ACTIVITY GENERATING SHORT OR LONG TERM BRAND LOYALTY
(consumer)
Awarded to the campaign that generates loyalty to a product or service most effectively over a short or long term. If the Entrant wishes to include a long term campaign, it must have run for a minimum of 3 years. Entrants must also supply campaign results for each year.
10. BEST USE OF THE INTERNET IN A PROMOTION MARKETING CAMPAIGN
(data capture, viral marketing, revenue, performance, etc)
Awarded to the campaign that best utilises the internet tools and techniques in the marketing a product or service.
11. BEST USE OF SOCIAL MARKETING IN A PROMOTION MARKETING CAMPAIGN
Awarded to the campaign that best demonstrates use Social Marketing in the marketing a product or service and maintaining involvement and relationships with specific target audiences.
12. BEST PRODUCT LAUNCH OR RE-LAUNCH
Awarded to the best launch or re-launch of a product or service to target audiences.
13. BEST BRAND AWARENESS & TRIAL CAMPAIGN
Awarded to the campaign which is the most effective in gaining brand awareness and/or trial for a new, repositioned, or existing product or service.
14. BEST ACTIVITY GENERATING BRAND VOLUME
Awarded to the campaign which is the most effective in gaining incremental volume for a product or service.
15. BEST CAUSE, CHARITY OR CORPORATE RESPONSIBILITY MARKETING CAMPAIGN
Awarded to the campaign which best leverages a social cause or charity to market a product or service.
16. BEST SMALL BUDGET CAMPAIGN
Awarded to the campaign that achieves all stated objectives while adhering to a small budget, under US$50,000. Although entries may appear to fit into categories 1 to 15, the Judges will look for ways in which the limited budget may have made the campaign stronger in terms of creativity, innovativeness, market acceptance and results.