Advertising and Promotion Of Kellogg | Report
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Added on 2020-02-05
Advertising and Promotion Of Kellogg | Report
Added on 2020-02-05
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Advertising and promotion
TABLE OF CONTENTSIntroduction..........................................................................................................................................1Task 1...................................................................................................................................................1Covered in PPT............................................................................................................................1Task 2...................................................................................................................................................1A) Explain the role of advertising in an integrated promotional strategy for the Kellogg’s.......1B) Explain branding and how it is used to strengthen a business or product..............................3C) Review the creative aspects of Advertising............................................................................4D) Examine the ways of working with advertising agencies.......................................................5E) Explain primary techniques of below-the-line promotion and how they are used in anintegrated promotional strategy by Kellogg’s.............................................................................6F) Other techniques used in below the line promotion by Kellogg.............................................7Task 3...................................................................................................................................................8A) Kellogg’s Corn Flakes promotional plan................................................................................8B) Tools and Techniques used to promote the Kellogg’s Corn Flakes.......................................9C) Techniques for measuring the effectiveness of promotional campaign...............................10D) Appropriate process for the formulation of a budget for the promotional campaign...........10Conclusion..........................................................................................................................................11References..........................................................................................................................................12
INTRODUCTIONIn the present era, advertising and promotion (A&P) are the two essential aspects for thecompanies with the help of which they focuses on attaining corporate aims and objectives. Boththese aspects assist in boosting the awareness among the target audience and provide suitableplatform for the products and services of different companies to establish their share of market.Kellogg is one of the leading food manufacturing company that operates in four main divisionswhich consist of North America, South & Central America, Asia Pacific and finally Europe,Africa and the Middle East (Finne and Strandvik, 2012). Considering the advertising andpromotional tools of cited firm it undertakes several range of media that consists of traditionaland modern tools. Herein, researcher focuses on different communication process that applies ofA&P. Along with it, report assesses different agencies operating in the promotion industry forthe support of companies. Thereafter, report illustrates the important of promoting the productsfor Kellogg and the creative aspects of advertising used by the cited firm to sustain its position incompetitive market. Lastly, investigator will create a promotional plan for the Kellogg CornFlakes and identifying the appropriate techniques for measuring the campaign effectiveness.Through the means of this, research aims at evaluating the integration of promotional andadvertising strategies within the multinational organization such as Kellogg.TASK 1Covered in PPTTASK 2A) Explain the role of advertising in an integrated promotional strategy for the Kellogg’sIn general advertising can be defined as the tool for marketing or promoting the productsand services of a business in target market. However, it act as the tool for creating image in theeye of customers regarding particular products or services (Andersen, 2001). In an organisation,integrated marketing strategies take advantage of a combination of varied interaction techniquesas well as media to create awareness by spreading the message. The main purpose behind usingintegrated promotional strategies for Kellogg is that it assist the top level management tocombine different tools which assist in ensuring the marketers that target audience is reached andinfluenced in the best possible manner. Considering the current portfolio of Kellogg there arenumerous products that company offers within the UK market thus, it becomes crucial to makeoptimum utilisation of integrated promotional strategy. At present, Kellogg undertakes the1
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