Advertising and Promotion | Management Assignment

Added on - 21 Apr 2020

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Running Head: MANAGEMENT1Advertising and Promotion in Business:Johnson & Johnson
MANAGEMENT2Table of ContentsTask 1: Understand the scope of marketing communications.....................................................................31.1............................................................................................................................................................31.2............................................................................................................................................................41.3............................................................................................................................................................51.4............................................................................................................................................................6Task 2 Understand the Role and Importance of Advertising.......................................................................72.1............................................................................................................................................................72.2............................................................................................................................................................82.3............................................................................................................................................................82.4............................................................................................................................................................9Task 3 Understand Below-the-line techniques and how they are used.....................................................103.1..........................................................................................................................................................103.2..........................................................................................................................................................11Task 4 Be Able to Plan Integrated Promotional Strategies........................................................................124.1..........................................................................................................................................................124.2..........................................................................................................................................................144.3..........................................................................................................................................................154.4..........................................................................................................................................................16References.................................................................................................................................................17
MANAGEMENT3Task 1: Understand the scope of marketing communications1.1Market Communication is an important part of the organizational process. Under the process ofadvertising and promotion, communication is the process of sending a message and relatedmedia that is used by an organization to communicate with its target market. This process plays avital role for influencing the buying behavior of customers and then it will impact the overallsuccess of marketing process. It is very easy to state that marketing communication has a criticalrole in the growth and success of company (Armstrong, 2014). A communication processincludes different components, like; sender, receiver, message, media, encoding, decoding,response, feedback and noise. Johnson & Johnson is adopting an effective marketcommunication process for reaching to its customers. The communication process at Johnson &Johnson includes various activities, which begins with transforming the data into materialinformation by marketing management. In the given case study, all the components of Johnson &Johnson’s communication process were managed very well.In this process, Johnson & Johnson is the first party, which is sending the message to itsprospects, so it is the sender in its process. The organization encoded its message “Girls Talking”to become its tagline, when they advertised the Clean & Clear with the vision that it will help theteenagers in getting rid of existing spots (Andrews and Shimp, 2017). The advertising by this
MANAGEMENT4tagline was accepted by the girls in United States, but it was viewed adversely by the teenagersin Britain. The message was not that much simple. The message that they sent to the people isthat it is an organization with the ideas, which emphasize on the major concern among teenagegirls. It has introduced a skin care product for treating spots. There are different communicationschannels, which are used by Johnson & Johnson to convey the message are television, press,websites of Johnson & Johnson, advertising campaigns, internet, magazines etc. These are themajor media elements (Ashley and Tuten, 2015). Audiences of the company are the decoders ofthe message, sent by company. Potential customers are the receiver of that message. Theresponse of public to the brand message of the Clean & Clear was not favorable to this brand.The feedback from public cleared that the tagline of company does not had an effective impacton the mind of customers and they take it negatively. The communication process at Johnson &Johnson is very dynamic. It used various strategies to approach its customers about its newproducts and services (Baines, 2012).1.2Promotions and advertising sector has a comparatively complex structure that includes variousorganizations. These organizations can be divided in different parties, i.e. advertising agencies,media, Creative hotspot and marketing agencies (Baker, 2010). Each of them has different roles.Advertising agencies:Johnson & Johnson is offering its products and services in United Kingdom by taking assistanceof different advertising agencies. In the United Kingdom, there are so many agencies, which canassist Johnson & Johnson organization in their advertising and promotion process (Barden,2015). It had partnered with one of the most popular advertising agency in United States, i.e.UM’s J3. This advertising agency made it able to create new and innovative scripts, whichincluded all the insights from actual conversations between teenage girls in United Kingdom. Inaddition, the advertising agency of this firm found some opportunities and advertised theproducts to Boyzone Concert.Creative Hotspot:It is a team that includes various experienced designers, visual experts and animators, who assistthe organization in communicating their communication message and information to the public
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