Advertising and Promotion of Kellogg's Cereal- Report
Added on 2020-02-05
13 Pages3693 Words193 Views
ADVERTISINGANDPROMOTION
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3TASK 2............................................................................................................................................6TASK 3..........................................................................................................................................10CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................142
INTRODUCTIONAdvertising is a one-way communication and its main purpose is to communicate aboutthe products and services to the potential consumers. Promotion involves dissemination of theinformation about a product, product line, company or brand. It is one of the P of marketing mixand advertising is one type of promotion mix. Further, advertisement is a paid form ofcommunication and it covers mass market. This report is focused on advertising and promotionof Kellogg's cereal. This is an American based firm. The organization has a true global market asit has 4 main divisions which covers almost whole world. It uses several media such as press,posters, radio, cinema, majorly television to communicate about its products. Furthermore, this report also describes the scope of marketing communication and therole and importance of advertising. Moreover, discussion has been made on below-the-linetechniques and planning about the integrated promotional strategies for Kellogg's. TASK 1COVERED IN PPTTASK 2A. Explaining the role of advertising in an integrated promotional strategyIntegrated promotional strategy means that three or four promotional techniques areintegrated together than promotion of a product is done. This is done to achieve the objectives ofthe company in an effective manner (Chang, Rizal and Amin, 2013). Further, with the help ofthis, company can communicate effectively to their target customers. Kellogg's uses thistechnique to increase sales of their various products. For instance, the firm has adopted salespromotion technique in which company provides Kellogg's coco lip balm with the Kellogg'scornflakes for free or with minimal extra price. These promotional techniques are advertised byusing print and media ads so that customers can be made aware about sale promotion and alsothe arrival of new products in the market. Further, company also uses integrated promotionalactivities to maximize its sales. They uses personal selling and advertisement so that consumerscan get the authenticity of the products (Leonidou and et.al., 2011). 3
Advertisement plays an important role in integrated promotional activities because theuse of several promotional techniques by the organization will be communicated throughadvertisement only. Through this, the company can communicate to the large mass. For instance,if company has adopted sale promotion techniques than no one will come to until and unless it iscommunicated to them and this can be done through advertisement. That is why advertisementplays a crucial role in the integrated promotional strategies (Shimp and Andrews, 2013).B.Explaining the term branding and uses of it to strengthen a businessBrand is basically a title, term, sign, symbol, design or a combination of them. Itdistinguishes one company from other. Branding is an effective promotional measure that usesunique name or symbol to create a distinct image in the minds of consumers about the product itoffers (Gailloux, Samson and Shah, 2012). Branding is highly useful to strengthen the businessesor products because it confirms the credibility of the company which increases the belief of thecustomer that the product they are buying is of good quality. Furthermore, branding also aids thetarget market of the firm to connect psychologically so that customer can get emotionally attachtowards organization and their products. This in turn will benefit the firm because the loyalty ofthe customers towards the organization will get maximized and branding in turn will motivatecustomers towards the products and services which will eventually aids in boosting sales of thecompany. With this aspect, a firm can sustain the competition by using its brand image and canimprove customer base by attracting more buyers and retaining loyal consumers (McEwan,2015). C. Reviewing the creative aspect of advertisementCreative and innovative advertisement will help in attracting and grabbing customer'sattention. This further helps in creating long lasting impact on minds of consumers. Creative adscreate interest in the minds of consumers and people interestingly see them which further help inbuilding good brand experience (Kotler and Keller, 2011). Creativity in advertisement assist inachieving the objectives which company has sets out. There are basically three aspects ofcreativity out of which one is message appeal in which a persuasive appeal is made to theconsumers which stimulates them to buy the products. Appeals are made in a creative mannerwhich can be musical appeal, sexual appeal, humor appeal, fear appeal, rational appeal, etc.through which a buyer gets influenced and buy the products. 4
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Advertising and Promotion Of Kellogg | Reportlg...
|16
|5145
|160
Advertising and Promotion in Businesslg...
|16
|3611
|72
Communication Processes in Advertising and Promotionlg...
|11
|3418
|85
Advertising Promotion Business Plan Assignmentlg...
|12
|3630
|47
Communication Process in Advertising and Promotionlg...
|11
|826
|365
Advertising and Promotion in Kellogg | Reportlg...
|11
|3270
|42