Marketing and Promotion in Business

Running head: MARKETING AND PROMOTION IN BUSINESS
MARKETING AND PROMOTION IN BUSINESS
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MARKETING AND PROMOTION IN BUSINESS1
Introduction
Marketing and promotion enables an organization in seeking the attention of the
prospective and potential customers towards the offerings (Lee & Hong, 2016). In this relation,
the different media and channels that are utilized by the organizations are specifically based on
the preferences of the customers and the type of product that is being positioned in the markets.
The concerned organization of the report aims at attracting the attention of their valued
customers with their luxury car propositions. Therefore, the research will enumerate the manner
in which the organization might channelize its promotions with the objective of creating
maximized awareness among the customers.
Promotion based needs of the organization
The organization has selected its target segment as people of the age 55 years and are
well established in their profession. The promotion based needs of the organization is
specifically reliant on attracting the attention of the specified target market for empowering their
sales figures. The social media campaigns would permit the organization in creating maximized
awareness through minimized cost of advertising. On the other hand, the social media
promotions would also enable the organization in saving the cost of advertising and re-investing
the same on the R&D initiatives of the venture. It has been noticed that more than 86% of the
population in UK falling under the age group of 40- 60 years are active in social media platforms
like Facebook (Lee, Hosanagar & Nair, 2018). The increased rate of engagement of the target
population in the social media platforms would permit the organization in drawing the attention
of the same towards their offerings. Therefore, the organization would undertake social media
promotional campaigns with the objective of encouraging the engagement of the target
customers and improving their sales volume simultaneously.

MARKETING AND PROMOTION IN BUSINESS2
Social media promotion through Facebook’s celebrity endorsement
The organization might take steps to develop a social media campaign through the
utilization of Facebook where the organization would ascertain a celebrity for endorsing the
activity. Celebrity endorsement would support the organization in drawing the attention of the
fan- followers of the celebrity through Facebook towards their propositions. It has been noticed
that more than 86% of the population in UK are active members in Facebook (Voorveld et al.,
2018). Therefore, the organization would be able to target a wider range of market segment
while proposing the luxury car through Facebook. On the other hand, celebrity endorsements
would enable the organization in gaining the interest of the fan followers of the celebrity while
improving loyalty of the customers towards the propositions. Moreover, celebrity endorsement
would also allow the organization in maximizing the impact of brand name through association
of the celebrity’s image. Zhang and Mao (2016) noted that some 93% of the companies utilize
celebrity endorsement schemes with the objective of drawing the attention of the target
customers. Moreover, Jung (2017) opined that Facebook ads has been a platform which
supported the growth of many companies through minimized costs incurred by the same.
Therefore, the organization might make use of Facebook as an effective channel of
communicating with the customers while drawing the attention of the customers.
Social media over Traditional media
Traditional media channels involved a combination of newspaper, radio broadcasts,
television, fliers and the like which attracted the attention of the customers effectively before the
growth of digital or social media platforms. However, after the introduction of digital or social
media platforms and the subtle changes in the fast paced lifestyle of the people, the traditional
media channels grew outdated (Frandsen, Thow & Ferguson, 2016). The active participation of