Marketing and Communication

This document provides a review of the communication campaign of Argos, focusing on the strategies adopted to inform, influence, and encourage changes in the actions of the targeted audience. It discusses the DRIP marketing theory of Argos, key target audience, promotional mix, key message in the video campaign, promotional channels used, and key performance indicators. The document also includes a conclusion and references.

RUNNING HEAD: Marketing and Communication 0
Argos
Marketing and Communication

Marketing and Communication 1
Table of Contents
Communication campaign review...................................................................................................2
DRIP marketing theory of Argos.....................................................................................................2
Differentiate.................................................................................................................................2
Reinforce......................................................................................................................................2
Inform...........................................................................................................................................2
Persuade.......................................................................................................................................2
Key Target audience........................................................................................................................3
Promotional mix..............................................................................................................................3
Advertising...................................................................................................................................3
Pros...........................................................................................................................................3
Cons..........................................................................................................................................3
Public relations.............................................................................................................................3
Pros...........................................................................................................................................3
Cons..........................................................................................................................................4
Key message in the video campaign of Argos.................................................................................4
Promotional channels used by Argos..............................................................................................4
Promotional mix theory...................................................................................................................4
Advertising...................................................................................................................................4
Promotion of sales........................................................................................................................4
Personal selling............................................................................................................................5
Publicity.......................................................................................................................................5
Relations with public...................................................................................................................5
Key performance indicator..............................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................5

Marketing and Communication 2
Communication campaign review
The communication campaign review is done to know the strategies adopted by the Argos for
creating the effects on the information, feelings, behavior of targeted audience around the area. It
is the purposive effort which is made to inform, influence or encourage changes in the actions by
the huge audience. Argos holds the activities of the communication which includes mass and
online media. As the campaigns increase the chances of accomplishment by the coordination of
the medium efforts with the combination of other interpersonal and channels of communication
which is based on community (Mahoney, 2016).
DRIP marketing theory of Argos
Differentiate- It is differentiate because this video shows that furniture is like style and fashion
which express the style of individual. (Anon., 2019).
Reinforce- Argos video campaign shows role models dressed in strange outfits which are
prepared from the cushion, carpets, plates, lampshades and chairs. It demonstrates that the
objects are so fashionable and stylish we can also wear it. (Anon., 2019).
Inform- The Argos makes people aware by telling them in the video campaign that the home
and furnishing is so fashionable and modish that you can be able to wear it.
Persuade- For the persuasion the campaign move over TV, VoD, Youtube and all the channels
of digital.
Key Target audience
As many people look for the ways to create their homes more and more magnificent. In the
above video Argos targeted most of the younger audience, especially women’s (Anon., 2019).
The youngsters play an important role in improving the standards of living in today’s world.
Argos concentrated more on youngsters because of higher younger population in Ireland. The
characteristics include:
 They are more focused on today’s fashion trends and interior designing.

Marketing and Communication 3
 They have better clear understanding of the needs and demands of today’s living
standards.
 They have better judgmental skills to select the required home appliances.
Promotional mix
Advertising- Argos used the audio and visual media
Pros
 The Argos reaches huge number of targeted customers which increases the revenue of the
company that is $1.3B
 Fight with the extreme competition with Tesco and Waitrose (Anon., 2019).
Cons
 The several customers reached were not interested in changing the home into the fashion
world.
 The audio and visual media which is used by the company are rapidly and simply
screened away by the customers
Public relations- It deals with sustaining the positive image of the company and with the
several special groups (Luttrell & Capizzo, 2018). Argos considered maintaining the positive
image with the target audience especially for the youngster.
Pros
 Argos provides the complete information that collection is so stylish.
 A company can pull up huge number of additional medium (Jefkins, 2016). The Argos
does advertisements in the newspaper, catalogues and pamphlets
Cons
 Argos focused on showing the home appliance in fashion sense by the model wearing it;
this shows that the company lacks control on the content.
 Argos published the stories by various medium like advertisements in newspaper, share
catalogues but it cannot finds out the impact of this on the target audience (Anon., 2019).

Marketing and Communication 4
Key message in the video campaign of Argos
In the enjoyable video, the key message of the campaign of Argos is to make the target audience
aware that the home and furnishing are so modish, fashionable and stylish like you can wear it.
The new varieties of appropriate style are considered by tapping on the recognizable themes
from the world of fashion (Anon., 2019). The video allows to states the personal style by
showing that designers are wearing the clothes which are made from the furniture. This shows
that Argos links the home and furniture with the fashion.
Promotional channels used by Argos
The promotional channels used by the Argos in promoting its products are TV, Video on demand
(VoD), it refers the online videos which access at the convenience of the audiences. The Argos
had done DOOH that is digital out-of-home advertising for expanding and attracting the target
customers. It also uses all the other channels of digital, ITV, YouTube. The Digital out-of-doors
mainly will play a vital part with the Argos’s agency of media (Anon., 2019). The Argos does
advertisements in the newspaper. The company also shares out the catalogues which are without
charge and the pamphlets to the students of the university.
Promotional mix theory
From the elements of the four P’s one is considered the promotional mix which includes the tools
which used to communicate, increase sales and profits.
Advertising- It is the paid medium in which communication is not done personally.
Promotion of sales- In this type of promotion activities like coupons, discounts are considered.
Personal selling- It is the personal contact between the target customers and the sellers.
Publicity- It refers to the news shows in the mass media regarding the company, products and
the behavior of the organization.
Relations with public- It considered the attempt made by the corporation to influence the
thoughts and judgment of a target group by rising long term association (Palmatier & Sridhar,
2017).

Marketing and Communication 5
Key performance indicator
In the video the Argos makes an impressive collection of fashion. To measure the effectiveness
of the video campaign the Argos can use the method of KPI (Key performance indicators). This
method helps the company to identify the return on investment generated through the video
campaign (Parmenter, 2015).The key indicators of Argos video campaign include the
engagement of video, play rate, view count, rates of video conversion.
Conclusion
From the above review it can be concluded that the Argos use the differentiate strategy to attract
the target audience. The video campaign of the company is very impressive which links the
fashion with the home and furniture. The company targeted the audience who all sees their home
like their personal style. It also concludes that the company uses the promotional mix to attract
the large number of customers like advertising, personal selling. The method which company
uses to measure the effectiveness is also discussed that is KPI (Key performance indicator).
References
Anon., 2019. Argos "So stylish you can wear it" by The & Partnership London. [Online]
Available at: https://www.campaignlive.co.uk/article/argos-so-stylish-wear-it-partnership-
london/1581087 [Accessed 4 July 2019].
Godin, S., 2018. This Is Marketing:You Can't Be Seen Until You Learn to See. Penguin
Publishing Group.
Jefkins, F., 2016. Public Relations:Made Simple. Elsevier.
Luttrell, R.M. & Capizzo, L.W., 2018. Public Relations Campaigns:An Integrated Approach.
SAGE Publications.
Mahoney, J., 2016. Strategic Communication:Campaign Planning. Oxford University Press.
Palmatier, R.W. & Sridhar, S., 2017. Marketing Strategy:Based on First Principles and Data
Analytics. Macmillan International Higher Education.

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Parmenter, D., 2015. Key Performance Indicators:Developing, Implementing, and Using
Winning KPIs. John Wiley & Sons.