Targeted Advertising Strategies in California High School Neighborhoods

The assignment content presents various research papers and online articles related to marketing and advertising. It highlights the importance of integrated marketing communication (IMC), corporate communication, and brand promotion. The studies explore the effects of price on menthol cigarettes in California high school neighborhoods, the impact of promotions on market dominance and shopping mall group performance, and the role of advertising in promoting brands. Additionally, it touches upon the concept of response hierarchy model in advertising.

ADVERTISING AND
PROMOTION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explaining the communication process............................................................................1
1.3 Regulating the promotion.................................................................................................3
1.4 Current trends in advertisement and promotion...............................................................4
TASK 2............................................................................................................................................5
1.2 Roles and functions played by different advertising agencies.........................................5
2.4 Ways of working with advertising agency.......................................................................5
2.2 and D1) Role of branding in strengthening business and product....................................6
TASK 3............................................................................................................................................7
2.1 Role of advertising in integrated promotional strategies..................................................7
2.3 Creative aspects of advertising.........................................................................................7
3.1 And M2) Explaining primary techniques of below-the-line promotion...........................8
3.2 and M1) Evaluating the way in which personal selling and word of mouth can be used by
enterprise................................................................................................................................9
TASK 4..........................................................................................................................................10
4.3 and M3) Promotional plan for BCWL college new postgraduate course......................10
4.3 and D3) Integrating promotional techniques..................................................................10
4.1 Appropriate process for the formulation of budget........................................................11
4.4 Measuring the effectiveness of promotional campaign..................................................11
CONCLUSION..............................................................................................................................12
D1. (a) Critical self-reflection..............................................................................................13
REFERENCES..............................................................................................................................15

ILLUSTRATION INDEX
Illustration 1: Laswell communication model.................................................................................1
Illustration 2: Response hierarchy model........................................................................................2
Illustration 3: Kellogg's K special advertisement............................................................................7

INTRODUCTION
Advertising is the form of communication which provides opportunity to the manager of
organization with regard to spread the information about its new and existing products and
services to the respective customers (Advertising, 2015). For any firm, it is essential that it must
get in touch with its buyers. In order to perform this, manager has to take assistance from
different communication models.
This report is based on four different types of case scenarios which are used as the base
for giving answer to the particular questions. Report will depict about the benefits that firms will
gain by framing advertisement for their products and services. The report will also showcase the
usefulness of integrated promotional strategies.
TASK 1
1.1 Explaining the communication process
In order to spread information about products and services, firms have to take help from
an appropriate communication process. However, while carrying out the selection of effective
communication process, manager has to define its goals and objectives behind the formation of
particular advertisement (Holland, Diehl and Herrmann, 2013). For example, the famous healthy
breakfast that cereal maker firm has decided to introduce as a new product in market is called by
the name, that is, Kellog's K special. In order to spread information about new good, Kellogg’s
can follow Laswell communication model.
Illustration 1: Laswell communication model
(Source: Laswell communication model, 2015)
1

 Communicator: With respect to the given firm, marketing manager will play the role of
communicator in which they spread the information about Kellog's new product to the
respective buyers. Message: Kellog's K special communicates the message of reducing weight in women. Channel: For the purpose of giving this message, the mediums such as social networking
sites, television advertisement and newspapers can be used. Receiver: All women who want to reduce their weight will be regarded as the receiver of
particular message.
 Effect: Purchasing the products from firm after hearing about the same is being
considered as an effect of framed advertisement message.
Besides this, by using response hierarchy model, influential advertisement can be
prepared for the cited product. This model showcases three basic types of stages from which
consumers pass while carrying out the purchasing of specific goods and services (Response
hierarchy model, 2015).
The first stage is of cognitive stage in which marketing manager of firm has to play a
crucial role. This is because; in this phase, they will gain attention of their targeted customers.
2
Illustration 2: Response hierarchy model
(Source: Response hierarchy model, 2015)

For example, with an aim to gain the attention of women, Kellogg’s has pin point the problem
area (Overweight) which is generally being faced by each and every woman. Gradually, from
this stage, buyer will move to effective stage which covers two points of AIDA model such as
interest and desire (Ihator, 2004). Here, by showcasing the benefits of consuming Kellogg’s K
special product, the interest as well as desire of women can be arouse towards the respective
product. The desire of customers will be converted into actions of purchasing and utilizing the
product and services of enterprise.
1.3 Regulating the promotion
The firms who frame advertisement has to follow all the rules and regulations which are
being specified in different legislation such as Distance selling regulation, Data protection act
and consumer credit act etc. Besides these given legislations, Advertising Standard Authority
plays a crucial role in regulating the promotion as being framed by companies (Madsen and
Pedersen, 2014). It is the self-regulatory firm which regulates the content of advertisement. In
addition to this, the authority also makes sure that the firm will not mislead its buyers by
communicating wrong and inappropriate information through advertisement.
Thus, it can be said that the Advertising Standard Authority plays an important role in
raising the reliability of advertisement which is being framed by companies. For example, if
McDonald frames advertisement in which it communicates more about health benefits of its
food, then in this condition, it can be considered as a clear case of manipulation. This is because,
the food offered by cited firm contains high amount of carbohydrates and fats which is not
beneficial for the health of individuals (Neves, 2007). Thus, while framing advertisement,
corporation will have to maintain reliability and validity of information which is being displayed
by it. This is because of the reason that if not maintained properly then regulatory authority has
the full right to take action against company.
1.4 Current trends in advertisement and promotion
Following are the current trends in advertisement and promotion: Media fragmentation: It is the technique in which range of medias are used for the
purpose to place advertisement of respective product. It is being regarded as one of the
most popular techniques which are being followed by many firms. This approach is used
in order to target and reach many buyers. For example, in order to attract large base of
customers, firm place its advertisement in TV, newspaper and social networking sites etc.
3

(Parsons and Ballantine, 2006). Thus, the use of these channels is being called by the
name of media fragmentation.
 Decline in the power of traditional media: There is significant development which is
being seen in the communication technology. In this regard, it has been identified that
developments in internet has opened new source of communicating information for
companies. Due to this, the power of traditional media such as newspapers and
magazines has declined.
The ICT (Information communication technology) causes its impact upon the content of
advertisement. The most popular ICT media is social networking sites. For instance, McDonald
has decided to place its advertisement on Facebook and Twitter. with an aim to spread
information about its product among youth buyers. While giving information about its product,
firm has to squeeze its content (Percy and Rosenbaum-Elliott, 2012). Here, it will have to display
only important and essential information about its products and services. This is because; the
given media possess very small space. Thus, for the firm, it became very difficult to give detailed
information about its products and services.
TASK 2
1.2 Roles and functions played by different advertising agencies
In the advertising process, advertising agency plays an important role. In accordance with
the given context, the role which is being played by the number of advertising agencies is
identified. The detailed explanation of same is depicted as below:
Full service agencies
 This agency carries out research, produces advertisement and finally makes the selection
of media where framed advertisement will be displayed. Furthermore, the agency also offers sales training to the respective individuals. Thereby,
it helps in fulfilling the sales personnel related demand of companies (Posner, 2011).
Creative agencies
 This agency plays the role of creator in which it creates innovative and creative
advertisement for firms.
4

 This agency only proposes imaginative advertising theme to its clients, however, with an
aim to perform other administrative functions relating to ads, clients have to contact some
other firms.
Social media agencies
 This agency promotes the product of firm in social media platform such as blogs and
social networking sites.
 This agency also manages the online reputation of firm (Shah, 2009).
2.4 Ways of working with advertising agency
One basic way identified that can be used by the owner of confectionery store named as
Mark with an aim to work with the advertising agency.
 Forming partnership with these firms: It is being regarded as one of the most effective
ways that Mark can use in order to work in the advertising agency. Here, Mark can form
partnership contract with the individuals or firms that are popular as well as possess
immense experience in making advertisement. This approach is effective as it enables
the enterprise in terms of making and framing an effective advertisement for the store.
Besides this, varied methods have been identified that can be used by Mark in order to
carry out the selection of suitable advertising agency for its store. Ways of showcasing the content: While carrying out the selection of advertising agency,
Mark must see the way in which different advertising agencies display their
advertisement. The effectiveness of any advertisement depends upon its content. Here,
with the use of innovative and influential content only, large number of buyers will be
attracted by the firms (Chawner, 2008). Media used: Media plays a very important role in the process of spreading information
about enterprise's product among large number of customers. In this regard, advertising
firm needs to be selected by Mark that makes advertisement for the social media platform
like Facebook and Twitter.
 Remuneration charges: The fees charged by advertising agency must also be seen while
making the selection of appropriate advertising firms. In this regard, the particular firm
needs to be selected by Mark which provides a wide range of high quality services at
economic and affordable prices.
5

While considering all the given points, it is recommended to Mark that it must choose
social media agency (Holm, 2006). It is due to the fact that with the help of given agency, Mark
can frame advertisement for the young customers who are being regarded as the target audience
of confectionery store.
2.2 and D1) Role of branding in strengthening business and product
Branding is the process in which unique name as well as identity of product will be
developed in the mind of customers (Branding, 2015). The branding plays an important role in
strengthening the products and services. Here, with the help of given concept, Mark can create
unique image of its store in the mind of its buyers. For example, with an aim to create unique
image of confectionery store, Mark can take the help from sales promotion approaches. In this
respect, Mark can launch this offer in its store such as buy one and get one free. Here, by
complying with the given type of practices, organization can attract many buyers. Thereby, it can
gain the benefit in the form of increased profits and sales (Sharma, 2005).
In addition to this, by using branding, huge base of loyal customers can be developed by
using branding. In order to create the base of loyal buyers, organization has to display a positive
image of its products and services. However, this can be displayed by using the concept such as
branding.
TASK 3
2.1 Role of advertising in integrated promotional strategies
Integrated promotional strategy is the approach in which combination of varied
marketing communication tools and techniques are used. This tactic provides assurance to the
marketer that its product has reached to many buyers. Integrated promotional tactic possess
marketing communication approach like advertising, personal selling and public relation. A firm
has to carry out changes in its product’s content on the basis of given promotional strategies. For
example, Kellogg's has decided to promote its product such as Kellogg's K special by using
personal selling. In this approach, marketer carries out face to face interaction with its clients
(Vrontis, Thrassou and Lamprianou, 2009). Thus, by selling product through given medium, firm
has to put more focus upon the benefits of using given product. In this regard, while carrying out
interaction with the target customers of respective product; sales personnel have to communicate
more about the benefits of utilizing given product. It is through this way only; marketer can
6

arouse interest of targeted buyers. Thus, it can be said that advertising plays an important role in
the integrated promotional tactics.
2.3 Creative aspects of advertising
The creative aspects of Kellogg’s K special advertisement are being reviewed. In
accordance with the given context, following TV advertisement of given product is analyzed.
Illustration 3: Kellogg's K special advertisement
(Source: Kellogg's K special advertisement, 2015)
The creative aspects of advertising cover following points: Targeted customer: By launching the product, Kellogg's is targeting young and diet
conscious women who want to be in a better figure. Message-appeal: The message of given product appeals that husbands will again fall in
love with their wives if they will consume the given product of cited firm (Wang and
Yang, 2008).
7

 Visual: The model who is used in the given advertisement is wearing red color sari which
is the symbol of attractive look that every woman want after having baby.
3.1 And M2) Explaining primary techniques of below-the-line promotion
Three types of primary techniques of below the line promotion are identified. The
detailed explanation of same is depicted as below: Sales promotion: It is an initiative taken by organization in which managers of
corporations direct their efforts with regard to raise the sales of firm. Here, with an aim to
promote the sales, firms uses strategies like offering discounts on product and giving free
samples etc. Direct marketing: It is the form of marketing wherein information about the produced
product reaches directly to the customers via means like email and telephone etc.
 Public relation: It is the practice in which firm tries to establish a close relationship with
its targeted buyers (Sehgal, 2008).
All these given below-the-line promotional techniques can be used by the firm in its
integrated promotional strategy. For example, manager of Kellogg's has decided to build
personal relationship with its buyers which are being regarded as one of the most famous
integrated promotional tactics. In order to pursue the given objective, cited firm can take help
from below the line approaches such as direct marketing (Blakeman, 2007). Here, by using email
and telephone, enterprise can spread the information about the benefits of using Kellogg's
product. Through this way, corporation can influence its buyers for repeat purchasing.
3.2 and M1) Evaluating the way in which personal selling and word of mouth can be used by
enterprise
In order to promote Kellogg's K special product, firm can use both types of promotional
means, that is, personal selling and word of mouth. Personal selling is an approach which enables
face to face interaction between buyers and sellers. Kellogg's can use this approach with an aim
to establish direct contact with its buyers. By using this mean, sales personnel can resolve all the
queries of buyers. Through this way, satisfaction of customers will be maintained (Carrillat and
Astous, 2012). However, it has been evaluated that by using this approach, it became difficult for
the firm with regard to attract and influence large number of buyers.
Furthermore, word of mouth is another type of promotional tactic. In this strategy,
information relating to product passes from one person to another by oral communication. In
8

order to use this tactic, Kellogg's can take assistance from loyal buyers who have used its
product. Here, firm can motivate these buyers that they must communicate positive benefits of
using the cited product to their relatives and friends. By complying with the given activity, sales
of Kellogg's K special can be raised.
TASK 4
4.3 and M3) Promotional plan for BCWL college new postgraduate course
Following promotional plan is developed for the new postgraduate course of BCWL
College: Situational analysis: Before framing promotional plan for the cited firm, manager of
organization has to analyze the condition prevailing in external environment. In this
regard, BCWL College has to assemble information about its competitors and target
customers. On the basis of competitors only, firm can make suitable selection of its
promotional tactic. Promotional objective: With specific reference to the new postgraduate course, BCWL
College has an objective to attract large number of buyers towards the firm. Target audience: For the new course, target customers will be all those students who
want to pursue their career in business (Cook, 2007).
 Suitable media plan: Here, with an aim to attract the targeted customers, hoarding will
be displayed at each and every corner of city. Furthermore, advertisement about the new
course will also be given in the social networking site such as Facebook and Twitter.
4.3 and D3) Integrating promotional techniques
Varied types of promotional tactics are integrated that can be used by BCWL college for
the purpose of spreading information about its new postgraduate business course. It consists of
television advertisement, public relation and sales promotion etc. All the identified techniques
are effective. This is because; with the help of television advertisement, BCWL College can
cover or attract many students. In this regard, it is suggested to the firm that it must place an
advertisement about the new course in famous news as well as sports channel which is being
seen by many students (Hanafizadeh, 2012). In addition to this, BCWL College can also appoint
sales personnel with regard to its postgraduate course. This individual will be responsible for
spreading the information about new course among respective buyers. Besides this, BCWL
9

College can also use sales promotion related tactics. In this regard, firm can offer some rebate in
the yearly fees of course. In order to perform this, manager can set varied criteria. For example,
the student who has secured more than 80% in their graduation will be given with 30%
concession in the fees. Through this type of activity, organization can influence many students
towards the particular course. Overall, it can be said that by using all these given tactics, college
can reach among many of its targeted buyers. Thereby, it can raise the sales of its new
postgraduate course in an effectual manner (Henriksen and et.al., 2012).
4.1 Appropriate process for the formulation of budget
In order to formulate budget for the new postgraduate course, appropriate process is
identified that can be followed by the manager of BCWL College. Identification of promotional objective: The budget for the promotional plan will be
allocated on the basis of firm's promotional objective. In this context, it is identified that
BCWL College has an objective to attract large number of students towards enterprise. Requirement of resources: In order to fulfill the given objective, BCWL College will
require resources in the form of finance and HR etc. Here, human resources are needed
with an aim to give explanation regarding the particular course to the individuals or
students (O’Guinn and et.al., 2014).
 Media used for promotion: Finally, at the last stage, decision with respect to the
promotional media will be taken that cited firm will use. Information about the new
course will be spread by the enterprise by using approaches like advertisement, public
relation and sales promotion.
Besides this, allocation of £50000 will be done in the following manner. Here, around
£20000 will be invested in TV commercial and print media advertisement. Furthermore, around
£10000 will be invested in the activity of maintaining relationship with public. In the similar
way, £20000 will be allocated for the sales promotion activity.
4.4 Measuring the effectiveness of promotional campaign
With an aim to measure the effectiveness of promotional campaign, manager of BCWL
College can use the technique like customer response. In this regard, the campaign as being
framed by the cited firm will prove to be effective if large number of students have applied for
the course after seeing the advertisement about the same (Shimp and Andrews, 2013). Here, the
responses as being given by students will showcase that whether they are highly inspired with
10

the new postgraduate course or not. The technique selected for measuring the promotional
campaign is effective. This is because; by assessing the responses of students, manager can draw
the conclusion that whether it is going to the right direction or not. Thus, given thing will enable
the firm in making effective decisions about its promotional strategies.
CONCLUSION
It can be concluded from the given report that, it is necessary for companies that they
must comply with the promotion related rules and regulations. This is because, if not followed,
then respective authority has full right to take actions against company. In addition to this, by
using integrated promotional strategy, organization can target large number of buyers. Thereby,
firm can gain significant improvement in its sales and profits.
11

D1. (a) Critical self-reflection
The steps I have completed in this piece of work include:
I have followed the following steps with an aim to complete the given piece of work:
 Firstly, I have revised all the questions that are being asked in the given report. After that, I have conducted thorough research with an aim to give answer to the given
question. Here, I have taken assistance from the books, journals and online articles.
Something I did not understand about one or any of the assignment tasks were:
I have faced major difficulty in 4.1 question of task 4. In this, I have faced difficulty in
terms of assessing exact process for developing the budget for company.
Something I am going to change/correct/add/remove in the future that I have learnt from this
piece of work is:
In future, I will consult more with my friends and family members while giving answer to
each question. Furthermore, I will also take assistance from the marketing manager of famous
firms in order to select an appropriate promotional tactic for the corporation.
One concept I have learned from this task is:
The process of preparing whole report has helped me in terms of improving my
understanding related to different promotional strategies.
This piece of work demonstrates that I can (list the criteria):
 I can prepare promotional plan for company.
 I can suggest suitable promotional tactic to the firms. I can use cost effective promotional strategies.
I can improve my work by: Reading books on advertising and promotion strategy.
After reviewing this assignment, I would now like to achieve (define revised goals):
I would now like to become the marketing manager of famous firm. This is my future
goal which I will achieve after the completion of my course.
I would like to do this because (explanation):
12

I have interest in marketing related plans and tactics. It is the reason for which I want to
pursue my career in the given field only.
What would be the difference to outcome (if any) if I had prepared the report more carefully /
taken it more seriously?
I will be able to give effective and appropriate answers to the questions if I had prepared
this report more carefully and seriously.
Where can I go from here in my academic development?
 I can work as the trainee manager in advertising and promotion organization for the
specific time period.
13

REFERENCES
Books and Journals
Blakeman, R., 2007. Integrted marketing communictaion: Creative strategy from idea to
implemetaion. London: Rowman & Littlefield Publishers.
Carrillat, F. A., and Astous, A., 2012. The sponsorship-advertising interface: is less better for
sponsors. European Journal of Marketing. 46(3-4). pp. 562–574.
Chawner, B., 2008. Business Information Sources: A Beginner's Guide. Electronic Library.
26(1). pp. 131-132.
Cook, G. R., 2007. Marketing to Leading Edge Baby Boomers: Perceptions, Principles,
Practices, Predictions. Journal of Consumer Marketing. 24(7). pp. 447–448.
Hanafizadeh, P., 2012. Online Advertising and Promotion: Modern Technologies for Marketing:
Modern Technologies for Marketing. IGI Global.
Henriksen, L. and et.al., 2012. Targeted advertising, promotion, and price for menthol cigarettes
in California high school neighborhoods. Nicotine & Tobacco Research. 14(1). pp. 116-
121.
Holland, C. P. Diehl, K. and Herrmann, A., 2013. Introduction to the special theme on Internet
marketing. Electronic Markets. 23(3). pp. 175-176.
Holm, O., 2006. Integrated marketing communication: from tactics to strategy. Corporate
Communications: An International Journal. 11(1). pp. 23-33.
Ihator, A. S., 2004. Corporate communication: reflections on twentieth century change.
Corporate Communications: An International Journal. 9(3). pp. 243-253.
Madsen, K. E. and Pedersen, K., 2014. From price theory to marketing management: Danish
contributions 1930-1960. Journal of Historical Research in Marketing. 5(2) .pp. 172–
191.
Neves, M., 2007. Strategic marketing plans and collaborative networks. Marketing Intelligence
& Planning. 25(2). pp.175–192.
O’Guinn, T. and et.al., 2014. Advertising and integrated brand promotion. Cengage Learning.
Parsons, A. and Ballantine, P., 2006. Market dominance, promotions, and shopping mall group
performance. International Journal of Retail & Distribution Management. 32(10). pp.
458–463.
Percy, L. and Rosenbaum-Elliott, R., 2012. Strategic advertising management. Oxford
University Press.
Posner, H., 2011. Marketing fashion. Laurence King.
14

Sehgal., 2008. Business Communication. Excel Books India.
Shah, K., 2009. Advertising N Promotion. Tata McGraw-Hill Education.
Sharma, S. A., 2005. International e-marketing: opportunities and issues. International
Marketing Review. 22(6). pp. 611-622.
Shimp, T. and Andrews, J. C., 2013. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
Vrontis, D., Thrassou, A. and Lamprianou, I., 2009. International marketing adaptation versus
standardisation of multinational companies. International Marketing Review. 26(4). pp.
477– 500.
Wang, X. and Yang, Z., 2008. A meta-analysis of effect sizes in international marketing
experiments. International Marketing Review. 25(3). pp. 276–291.
Online
Advertising. 2015. [Online]. Available through: <http://mashable.com/category/advertising/>.
[Accessed on 5th October 2015].
Branding. 2015. [Online]. Available through: <http://www.tronviggroup.com/the-difference-
between-marketing-and-branding/>. [Accessed on 5th October 2015].
Response hierarchy model. 2015. [Online]. Available through:
<http://www.zeepedia.com/read.php?
advertising_response_hierarchy_models_aida_model_process_required_to_get_big_idea
_advertising_and_promotion&b=34&c=15>. [Accessed on 5th October 2015].
15