Effective Promotional Strategies Adopted by Marks and Spencer
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Added on 2020-01-28
Effective Promotional Strategies Adopted by Marks and Spencer
Added on 2020-01-28
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Effective use of advertising,promotion and marketingcommunications in Business
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Process of communication that is applied to advertising and promotion..............................31.2 Organization of the advertising as well as promotion industry.............................................41.3 How promotion is regulated...................................................................................................51.4 Current trends in advertising and promotion including the impact of ICT............................62.3 Creative aspects of advertising .............................................................................................62.4 Ways of working with advertising agencies..........................................................................7TASK 2............................................................................................................................................92.1 Role of advertisement in integrated promotional strategy.....................................................92.2 Explains branding and show how it is used to make strengthen the chosen business ..........93.1 Primary techniques of below-the-line promotion and how it is used for integratedpromotional strategy..................................................................................................................103.2 Other techniques of below-the-line......................................................................................114.1 Process to formulate budget plan for promotional strategy.................................................124.2 Development plan of promotion of the organisation...........................................................124.3 Integrated plan with promotional activities.........................................................................134.4 Appropriate techniques for measure campaign effectiveness..............................................14M1..............................................................................................................................................14M2..............................................................................................................................................15M3..............................................................................................................................................15D1...............................................................................................................................................15D2 ..............................................................................................................................................15D3 ..............................................................................................................................................15CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................17
INTRODUCTIONIn the current era of globalization, it is essential for each and every businesses to adopteffective promotional strategies so that products or services of firm could influence potentialbuyers. Marketing manager of business aims to adopt effective advertising and promotionalstrategies which results in focusing upon raising market share and profitability aspect of firm.Business needs to identify the needs of consumers and then implement appropriate decisionmaking process in order to raise the performance of firm in market (Singh, 2015). Also, two waycommunication is being adopted by firm which results in developing effective communicationamong buyers and sellers. With the help of using effective promotional strategy, organizationprovides message and brand image directly to the consumers so that they get attracted towardsthe firm. However, the advertising and promotional industry is very wide in UK and each andevery businesses uses the help of advertising agency in terms of carrying out marketing ofproducts or services among target consumers (Ismail and Melewar, 2014). Present report discussed about Marks and Spencer which is a British multinationalretailer sells clothing, luxury food products and home products to consumers. Business useseffective advertising and promotional strategy such as social media channels in order toinfluence potential consumers and thus raises the performance of firm as compared to other retailbusinesses. TASK 11.1 Process of communication that is applied to advertising and promotionThe term communication is regarded as the procedure that is two way which assist thesender towards sending the message to the receiver and therefore attain feedback or response.Therefore in the advertising as well as promotion it is important for the firm to maker utilizationof effective channel of communication so that target market can be attracted. Marks and Spencermakes use of suitable communication channel in relation promotion of its apparel segment.Further suitable channel would assist in raising sales and profitability (Green and Peloza, 2014).On the other hand major aim of conducting the procedure of communication act as an aid inmaking delivery of message to receiver and therefore offers feedback in relation to addressing
the problems. The process of communication that assist in application of advertising andpromotion in the cited business is enumerated in manner as below:Sender: Marks and Spencer is involved in sending the message to its target marketthrough utilization of suitable advertising as well as channel of promotion. It act as an aidin encoding the message in the form of tag line and therefore promotes the apparelsegment within the market (Ford, MacKintosh and Hastings, 2016). Here, sender sendsthe message in the form of communicating with each other and thus carry out advertisingand promotion so that information could be delivered to individuals. Receiver: Also, receiver influences through advertising and promotion at the time whenthey get attracted towards products or services. It is regarded as another procedure thatfacilitates in conducting channel of communication and attains the message of customersby means of varied channels that includes Facebook, websites etc. Under this the role ofcustomers is towards decoding the message and thus makes use of the information so thatit can be informed with greater ease. Response: It is considered as another channel in the procedure that assist in attaining theresponses of the customers as the offered product meets their expectations or not (Greenand Peloza, 2014). Through viewing the advertising and promotion it helps individuals torespond towards the products or services so that sales could be enhanced. Feedback: In the channel of communication, feedback is regarded as one of the mostsuitable channel as it assist the organization in getting the feedback in relation withlaunch of new product. Therefore Marks and Spencer makes use of feedback fromcustomers and therefore lay emphasis on the same so that enhancement can be madewithin the product in order to make delivery of quality product to the customers withinthe market (Parsons and Ballantine, 2006). Advertising and promotion results in gainingfeedback that helps businesses to improve their product or services in order to attractclients. Noise: It is regarded as the final stage. Thus it reflects that as the noise occurs because ofunplanned actions conducted out by some customers. Therefore devalues the productsoffered by competitors. Advertising and promotion sometimes creates noise and thus itaffects consumers as they are influenced towards rivals.
1.2 Organization of the advertising as well as promotion industryAdvertising and promotion industry is being organised in regard to identify the waythrough which business could use one or other form of communication in order to influencecustomers towards firm. Such industry also helps in attracting clients and thus carry outattractive promotion to enhance sales of firm. Within UK the advertising industry is very wideand thus it assesses that business organises effective advertising and promotion techniques sothat product could be promoted. Advertising as well as promotion is considered as wider industry. Therefore it engageseveral centralize system that is comprised of several creative and innovative individual for thesake of promoting the organization within the market. It needs such individual who are engagedin making distribution of agency and therefore makes promotion and distribution of ptroductsand services of various firm to affect the target market. For example, company recruit advertisingagency in order to promote the products of several businesses within the area of fashion,technology etc. Therefore Marks and Spencer hires agency that assist it in making promotion ofits apparel segment (Mullin, 2010). They make adoption of suitable ways of promoting as well asdistributing in order make distribution with greater ease. The major aim behind hiring of the agency is towards creation of the unique brand imageof the firm that contacts business towards making their product famous. Firm makes utilizationof several manner of promotion like organization of international events and therefore launchingthe products over the big platform. Therefore Marks and Spencer make preparation of budget forthe sake of advertisement that assist in making satisfaction of the requirement of the targetmarket. Advertising and promotion industry is considered wider and therefore it has the aim ofspreading the information and knowledge to the customers in relation to the products and service(O'Guinn and et. al., 2014). Marks and Spencer includes several creative individual in the teamand therefore it spreads the message in relation with the apparel segment for kids. It is significantfor the organization to includes such advertising agency as it has suitable knowledge of themarket and develops promotion campaigns that assist in communication of the information to thetarget market. 1.3 How promotion is regulatedIt has been assessed that promotion has been regulated in UK through protecting theirinterests and rights that compels businesses in regard to use fair trading regulations. With the
help of this consumers obtain true and fair information regarding quality and usage of productsor services. However, promoting products and services it helps firm to regulate and control theuse of media so that it does not lead to provide misleading information to clients. Hence, it isessential that effective regulations need to be addressed that helps in regulating the promotion ofproducts by firm so that appropriate information is being provided to clients. Advertising andpromotion activities are being regulated by different regulatory authorities so that it does notimpact the operations of firm in market. M&S advertisements are also regulated under suchlegislation so that it does not impact any individual, business etc. Carrying out regulation onpromotional activities depends upon the level of risk and the factors that impacts the businessoperations in market. Business need to follow advertising and promotion regulation so thatconsumers interest could be protected as well as competitors could also be safeguarded (Galati,Crescimanno and Tinervia, 2014). M&S undertakes promotion regulation so that it helps them toidentify the market conditions and then produce advertising campaign so that sales andprofitability could be raised. Moreover, regulatory authorities undertake certain acts such asConsumer Rights Act, Advertising Standards Authority Act etc. which regulates the promotionalcampaign so that business functions could be carried out. Below discussed are the regulation thatimpacts upon advertising and promotion within firm-Committee of advertising practice- Within such regulation it regulates promotion inrelation to broadcast the message to consumers. Therefore, it is essential for M&S toundertake such regulation so that it does not impact upon the promotion of firm to otherrivals and consumers (Winston and Granat, 2014). Advertising Standards Authority (ASA)- Moreover, promotion is regulated in terms ofcarrying out advertising standards authority and thus UK government authoritiesregulates such act in order to maintain standards so that it does not impact upon thebusiness functions (Green and Peloza, 2014). Also, it helps in regulating the complaintsof customers regarding the promotion of products or services of M&S and thus safeguardcustomers from misleading information. 1.4 Current trends in advertising and promotion including the impact of ICTFollowing are the different current trends in advertising and promotion such as-Video advertising- Such type of changes are introduced by the marketers of M&S inorder to influence customers towards firm. However, mobile advertising has been
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