Importance of Advertising and Promotion- Morrisons
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Added on 2020-01-28
Importance of Advertising and Promotion- Morrisons
Added on 2020-01-28
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ADVERTISING AND PROMOTION STUDENT’S NAME:STUDENT’S ID:PROFESSOR’S NAME:
Table of contentsIntroduction......................................................................................................................................3Overview of the company................................................................................................................3LO 1 Scope in the field of Marketing Communications..................................................................41.1 Process of communication in the field of Advertising and Promotion......................................41.2 Organisation from the advertising and promotions industry.....................................................51.3 Assessing the ways of regulating the promotion and advertisement.........................................61.4 Trends relevant to advertising and promotion including the impact of InformationCommunication Technology (ICT) on advertising..........................................................................6LO2 Analysing the role and significance of advertising.................................................................82.1 Describing advertising’s role in integrated promotional strategy for a product or business.....82.2 Analysing branding and its application to strengthen a product or business.............................82.3 Monitoring advertising’s creative aspects.................................................................................92.4 Evaluatingmethods of working with agencies of advertising.................................................10LO3 Evaluating below-the-line methods and their application.....................................................113.1 Describing primary methods of below-the-line promotion and its application in integratedstrategy of promotion for a product or business............................................................................113.2 Analysing application of other methods in the procedure of below-the-line promotion.........12LO4 Planning integrated strategies of promotion..........................................................................124.1 Following proper procedure of a budget’s formulation for integrated strategy of promotion124.2 Doing promotional plan’s development for a product or business..........................................134.3 Creating integration of methods related to promotion into the strategy of promotion for aproduct or business........................................................................................................................144.4 Application of proper methods for measuring the effectiveness of campaigns.......................15Conclusion.....................................................................................................................................15Reference list.................................................................................................................................17YIntroductionAdvertising and promotion play significant roles in the world of business organisations. Theprimary goal of advertising and promoting a business organisation or a product is to grab theattention of the public. When people become aware of the products or business organisations, it
helps those organisations in gaining popularity. Advertising and promoting companies also helpin addressing the target group about all the products. The main aim of the company is tounderstand the importance of advertising and promotion. For the study, Morrisons is selectedwhich is a popular retail organisation of the UK. In the first section, marketing communications'scope is discussed and in the second section, advertising's importance and role are evaluated. Inthe third section, the methods of below-the-line are analysed and in the last section, integratedstrategies of promotion's planning process are discussed.Overview of the companyMorrisons is considered the fourth largest supermarket chain in the UK. It was founded byWilliam Morrison in 1899. The headquarter of the organisation is situated Bradford of the UK.Andrew Higginson is the Chairman and David Potts is the CEO of Morrisons. The organisationstarted its journey as a butter and egg stall in Bradford. Gradually, it became one of the mostpopular retail companies in the UK. According to the financial reports of 2017, Morrisonsgenerated revenue of £16,317 million, operating income of the organisation is £468 million andnet income is £305 million. As par the annual report of 2016, there are 498 superstores inEngland, Scotland and Wales. According to the annual report, approx. 132,000 employees workin the British organisation (Purani et al. 2013, p.44). The organisation is listed in London StockExchange and in the month of June 2015, the market share of Morrisons was 11%.Figure 1: Company Logo of Morrisons(Source: www.groceries.morrisons.com, 2017)
LO 1 Scope in the field of Marketing Communications1.1 Process of communication in the field of Advertising and PromotionAdvertising and promotion are the two terms used in Marketing field for the communicationpurpose. Advertising is what we see through our eyes or what we hear through our ears which isopenly sponsored by a company or businesses to sell their products. Whereas promotion is anelement of marketing mix. Promotion deals with awareness of a particular company’s brand orproduct among the consumers(Khang, 2016, p.555). These two terms advertising and promotionare used for communication with the customers. The communication process in marketing aremany. Marketing the process when goods from raw materials are converted and then these goodsflow from the company to the customers hands. The communication that is used to transfer thesegoods and value to the consumers are in different forms. It could be electronic gadgets, IT,newspaper, through billboards , magazines or even through mouth advertisements. Through thisway the manufacturer is able to offer their services to the consumers.As per Fill (2016, p.127), the communication process in marketing involves sender, receiver,message , encoding, decoding, response from the receiver, feedback and the media channel. Herewe know who the sender and the receiver are, the are the manufacturer and users. Here we take aUK based company named Morrisons which is one of the largest supermarket in Bradford, UK.So the manufacturer will be the Morrisons. The message will be when Morrisons make somekind of promotions through billboard , banners, social media site, etc. about their products.Media channel they used was online advertisements along with offline ones. And the receiversare definitely their customers. And after using their products what the users will give is responseor the feedback. Noise that existed in this communication process was the competitors that theyfaced during the marketing period. 1.2 Organisation from the advertising and promotions industryAn agency or organization that provides services to clients for creating an effective and targetoriented ad campaign aimed to show the positive sides of a company in the eyes of its users. Theagency that do ad campaigning are independent organizations who are specialized in creatingnew marketing ideas , advertisements and using new promotional tools(Barton and Behe, 2017,p.103).
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