Marketing and Communication

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.