Principles and Practices of Marketing

This document provides an overview of the principles and practices of marketing, with a focus on the promotional mix and activities of British Telecom. It also explores the AIDA model and its application in marketing campaigns. The findings highlight the effectiveness of social media marketing for British Telecom. The document offers insights into the AIDA model and evaluates its effectiveness in the marketing industry.

Principles and
Practices of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Company Overview....................................................................................................................1
Promotional mix and activities of British Telecom....................................................................1
Findings.......................................................................................................................................4
TASK 2............................................................................................................................................5
AIDA...........................................................................................................................................5
Communication model................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to an activity which company undertake in terms of promoting their
products regarding the buying and selling of products and services. For this, marketing consider
effective advertisement for the purchasing, selling and delivering of significant products to their
customers. Marketing is the critical business activity which undertake effective profit and non-
profit business activities (Solaimani and et. al., 2019). It is considered as the broad process that
undertake effective research, design of product, promotion and customer service. It tends to
undertake the effective marketing strategy that leads to make significant difference among the
selling of products which are being ignored by customers. British Telecom is the multinational
telecommunication company headquarter in London, UK. Company is founded in 1846 as the
electric telegraph company and also tends to control large number of subsidiaries. It also has
significant operations across 180 countries and also the largest provider for the broadband,
mobile service and fixed line. The report tends to cover the effective marketing solutions in
terms of effective strategies and marketing plans with unique marketing skills. It also leads to
understand prominent theories that are used for effective marketing concepts and practices.
TASK 1
Company Overview
BT is known as British Telecom which is the British multinational company situated in
London, UK and tend to operate in across 180 countries in terms of being the largest provider of
broadband, mobile and fixed line services in UK and also leads to offer subscription television
and IT services. British Telecom leads to control large number of subsidiaries and undertake
effective division supplies telecom services for corporate and government customers. It is
considered as the world's first public telegraph company in terms of developing their nationwide
communication network. Moreover, it was introduced in 1980 and in 1981 it became the official
name of the Post office telecommunication that also become the state owned corporation under
the provision of British Telecommunication Act.
Promotional mix and activities of British Telecom Advertising: It is an effective marketing communication that leads to employ an open
sponsorship for the non personal message in terms of promotion and selling their
products and services. It is quite different from public relations as in this advertiser pays
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for the effective control over the message. Currently, British Telecom launched biggest
TV advertisement campaign to reinvigorate the brand to drive towards the convergence
them (Denton, Trent and Friedenberg, 2019). Therefore, the advertisement campaign of
British Telecom is related with sharing a single idea in terms of having effective
marketing communication ideas considering effective beliefs and ideas. Public relations: It depicts the variety of prominent activities that are conducted by
company in terms of promoting and protecting the image of an organisation. They also
tends to develop effective policies to launch its products within the market by attracting
the eyes of customers. For this, the objective of British Telecom is to manage the public
opinion of people towards the company and also tends to encompass the broad range of
activities. British Telecom promote its products with the help of effective slogan like
“bringing it all together, be there”. For this, British telecom tends to opt various strategies
including, know your audiences, improve online presence, get organised, create
compelling content and so on. Sales promotion: It is the effective process to persuade potential customers in regard of
purchasing of effective products and services. This technique is designed and used as the
short term tactic in terms of boosting the sales which is prominently effective to develop
customer loyalty. For this, there are various methods and ways in terms of promoting
sales including money off coupons, competitions, discount vouchers and so on (Ahmad,
2018). In relation with British Telecom, there are various ways which can be opted by
company in terms of offering its products and services which undertake, rebate, discount,
refunds, product combination of the main offerings to the customers and so on. Events and experiences: Event marketing is the effective activity which is opted by the
marketers in terms of promoting their brand, services and products for the real time
management. In relation with British Telecom, they tends to opt events marketing in
terms of gaining attraction of people towards their products and services. Along with
this, events can be online and offline as various organisations can participate as sponsor,
host and participants (Ruiz de Sabando and et. al., 2018). Moreover, event marketing is
beneficial for British Telecom as it leads to develop brand awareness, increase customer
involvement, educate customers regarding the right and wrong factor and so on. British
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Telecom can use this promotional technique in terms of marketing its products in various
events like parties, cultural events and so on. Personal selling: It is the marketing process which is useful in selling products after
meeting to customer and also termed as door step marketing. In this, seller tends to
promote the product by having effective attitude, specialist and suitable appearance in
terms of having prominent knowledge of product (Lewnes and Keller, 2019). In terms of
opting this strategy has a reason and objective to inform and motivate customer in terms
effective purchase or just a trial. In relation with British Telecom, its staff members are
involved in personal selling by providing relevant information and benefits of their
product. Direct selling: It undertake directly selling of products to their customers in the non-retail
environment and here, sales happen through online platform, home, non-store locations
and so on. It leads to eliminate various intermediaries which are being involved for the
product distribution as products are manufactured for the direct sales of company and
considered as the retail channel which is used by the global brands. In terms of British
Telecom, as per this strategy company leads to sell its products and services at its store
and considering physical channels for having effective supply. Interactive marketing: It is considered as the one to one marketing technique
undertaking the effective center for the actions of customers. As it tends to undertake
marketing initiatives which is triggered by the behaviour of customers and their
preferences and consider the major shift from the traditional campaign which is based on
the marketing efforts (Szablewska and Kubacki, 2019). In regard of this, British Telecom
tends to opt personalised content in terms of having advanced technology which is useful
in having attracting customers on the basis of demographics, life cycle information and
many more in terms of providing effective content and offers to their potential customers.
Somehow, it is considered as the two way communication channel that leads to permit
customers for having direct relations. Word of mouth: This promotional technique depict the effective daily dialogues which is
important to having free advertisement and it is also trigged by the overall experience of
customers. This techniques leads to motivate various publicity activities that are being
used by British Telecom in terms of having effective marketing communication. This
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promotional activity is not much expensive as the positive experience and good customer
services is effective to promote their products and services. In relation with British
Telecom, it ultimately occur because of their good quality of services which are being
offered by them to their potential customers.
 Social media marketing: This promotional technique is useful for social media platforms
in terms of connect with audience by developing brand, increase sales and also leads to
drive website traffic. It undertake various social media platforms including Facebook,
Instagram, Twitter, LinkedIn, YouTube and so on. It is beneficial for British Telecom in
terms of effective promotion because most of the people are active on social media which
is useful in gaining their attraction to enhance sales and profitability. In relation with
British Telecom, they tends to majorly opt Instagram, Facebook and Twitter in terms of
promoting their products and services.
Findings
By considering the above discussion, it is identified that the best and effective
promotional technique for British Telecom is Social media marketing because it is not much
expensive considering the revenues and profitability of company. Moreover, this strategy need
effective creativity and proper planning considering the significance that cannot be overstated.
For this, businesses are significantly aware regarding the benefits of social media marketing and
most of the population use social media platforms in terms of promoting their products and
services (von der Heidt, 2018). This platform tends to develop social networks as the substantial
part in terms of developing effective marketing strategy which is beneficial and also tends to
implement cost effective sources considering the marketing opportunities.
This platform is effective as it leads to promote products with the help of effective photos
and videos that prominently target customers towards their products. Along with this, they also
tends to develop suitable slogan and messages which is useful in promoting their significant
products and services. For this, British Telecom need to conduct prominent research which is
useful in identifying the overall market conditions and for this, they opt effective research
criteria which is useful in effectively targeting their customers. British Telecom opt Away from
store technique which is useful in conducting effective research in terms of identifying the
overall viewpoint and perspective of customers. Besides this, British Telecom also tends to opt
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prominent advertising technique including TV, radio and billboards and also write effective
messages in terms of convincing their customers and also consider prominent target market.
This platform is quite cost effective and easy for company as it tends to save their time by
increasing brand awareness in terms of increasing business visibility by executing social media
strategy in terms of enhancing brand recognition among customers. This method also leads to
increase search engine ranking by offering prominent efforts for significant success as Search
engine optimization is essential in terms of accomplishing effective ranking and obtaining traffic
for business (Hollensen and Opresnik, 2019). Besides this, it is quite effective social media
technique considering the communication platform and leads to create voice for company as
customers also tends to get appreciate in terms of knowing post comments in terms of getting
personalised response instead of automated message.
TASK 2
AIDA
Definition of model
AIDA model is useful in marketing and for this, customers go through by this process at
the time of effective purchasing of particular commodity. This model is reviewed and also
modified various times regarding effective marketing and public relations. This model is
prominently known for the hierarchical model which depict that consumers move by the
effective process or a series of steps in terms of making their purchasing decision (Das, 2019)
(Tripathi, 2018). With the help of this model, British Telecom leads to develop effective
assumption to their customers in terms of affective and cognitive regarding the behavioural
stage. Moreover, this model leads to involve four stages including attention, interest, desire and
action model which is useful in advertising prominent model and significant stages for the public
relation campaigns.
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How company apply AIDA model
This model tends to undertake various ways in terms of spreading brand awareness with
effective advertising and marketing communication as it helps in developing effective marketing
communication message in terms of involving customers towards the effective choice of brand.
This model tends to consider effective marketing campaigns undertaking its four prominent
stages which are as follow: Attention: It is considered as the effective part which is overlooked by various marketers
and also assumed that effective products and services leads to got prominent attention of
their customers. In relation with British Telecom, company leads to develop significant
and attractive products in terms of gaining prominent attention of customers with
effective advertising materials. The sales person of British Telecom leads to get effective
attention in terms of getting suitable attention which is useful in getting engaged for long
enough. Therefore, the role of sales person is to prominently develop effective strategies
in terms of attracting prominent customers by considering their needs and requirements. Interest: Developing interest of customers is the toughest part and for this, it is important
to know about the needs and requirements of customers. In terms of British telecom they
need to make sure for the effective advertising information and also quite easy to read for
attracting the interest of customers (Adi and Adawiyah, 2018). British telecom need to
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put emphasis on their effective target market considering the effective products and
services as most of the essential messages are conveyed considering the prominent
communication among customers. Desire: This factor tends to realise that the products and services is quite effective and
good in terms of developing significant interest of customers as it is important to help
customers in terms of realising the needs of customers for effective products. For this, the
objective of company is to offer significant information regarding the products in terms
of considering the products with their benefits. In relation with British telecom they leads
to develop effective desire among their customers in terms of considering the products
and services. Action: As per this step, it is important to take effective decisions in terms of making
their product more famous among customers. This factor respond towards the effective
objections of customers and also need suitable techniques. In this, advertisement tends to
end with effective action considering the statement which is being designed in terms of
getting immediate response from their customers (Ray and Bandyopadhyay, 2018). In
terms of British Telecom, they leads to offer reliable services in terms of convincing their
customers as it is quite convenient for their products undertaking the urge of customers.
Evaluation of effectiveness
The objective of this model is to develop prominent approaches which is useful for
optimisation process. This model is effective in terms of developing overall customer experience
as the effective part of purchasing decision making process and considering other needs which is
useful for British Telecom to design advertising campaigns. Therefore, this model is effective for
the effective advertising and marketing communication that prominently tends to change the
digital revolution considering the marketing specialist. It is effective in terms of making things
possible considering the effective use of marketing and it also tends to influence the emotional
factors for the significant perception of the brand which need to be taken into consideration.
Communication model
Definition of model
It is considered as the conceptual model which is used in terms of explaining the human
communication process that leads to undertake effective development, creation and interpreting
the prominent negotiation. Communication tends to occur in the wide variety in various ways
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which is useful in having effective learning of the overall behaviour (Fraser-Arnott, 2020). In
terms of British Telecom, it is effective for company considering the consider this process in
terms of maintaining transparency and clarity within an organisation and also leads to consider
various components and communication channels to effectively delivering the probable
information.
How company apply AIDA model
This model is applied and used by British Telecom in terms of having transparent and
clear communication which leads to enable the effective transmission of message in various parts
that are mentioned as underneath: Sender: As per this factor, sender tends to generate message or conveys it to the receiver
considering the effective source of communication and also the individual who tends to
initiate communication (Ewel, 2020). Message: It depict the effective idea, thought and information which is being generated
by the sender and then tends to carry forward the communication process effectively. Encoding: In this, message is encoded by the sender in terms of symbols considering the
form of pictures, gestures and words before being conveyed to the receiver. Media: It is considered as the systematic manner in which encoded message is
transmitted in terms of oral and verbal form and also consider various medium of
communication considering telephone, internet, fax, E-mail and so on (Kadirov, 2018).
Therefore, this choice is considered as the effective medium which is decided by the
sender. Decoding: It is considered as the effective process in terms of converting the symbols
and encoding them by the sender. As after decoding the message is received by the
receiver.
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 Receiver: In this, the individual tends to develop effective message which is being send
by the sender. For this, sender get the message and understand it in an effective manner
as per the message and its overall purpose of effective communication. Feedback: In this receiver tends to confirm to the sender regarding their message that is
effectively understood by receiver by completing the communication process.
Evaluation of effectiveness
Communication process is effective in terms of conveying message effectively as it is an
art of skill development after the continuous experience and practice. In relation with British
Telecom, it is effective in terms of prominent observance and individuals also need to
prominently develop effective knowledge and skills in terms of having more information and
knowledge. Along with this, it is also effective to crucially develop the prominent skills of
individuals in terms of having good and effective listener. As the listener is capable enough to
understand and interpret the message prominently. Along with this, an individual also need to
consider emotional intelligence in terms of spreading awareness and the effective ability to
impact others. Furthermore, delivering message respectively tends to develop prominent value,
beliefs, opinions and ideas for having effective communication among the members of British
telecom. It also essential in terms of effectively promoting and marketing various products and
services in market.
CONCLUSION
By considering the above discussion, it is identified that marketing is an essential activity
which is helpful in terms of promoting and exchanging various products and services. In terms of
this, it is identified that various promotional techniques are opted by company after effective
research which is helpful to in developing suitable market knowledge and skills by offer broad
picture of market. Furthermore, to recruit employees, company opt indeed recruitment platform
to have efficient candidates. Along with this, suitable theories are applied in terms of current
marketing management concepts which are related with marketing practices.
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REFERENCES
Books and Journals
Adi, P.H. and Adawiyah, W.R., 2018. The impact of religiosity, environmental marketing
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Ahmad, N., 2018. Toward advancing debates on Islamic marketing: a renewed
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Das, S.C., 2019. Management control systems: Principles and practices. PHI Learning Pvt. Ltd..
Denton Jr, R.E., Trent, J.S. and Friedenberg, R.V., 2019. Political campaign communication:
Principles and practices. Rowman & Littlefield.
Ewel, J., 2020. The Six Disciplines of Agile Marketing: Proven Practices for More Effective
Marketing and Better Business Results. John Wiley & Sons.
Fraser-Arnott, M., 2020. The Marketing Mix in Parliamentary Library Websites. Journal of
Library Administration, pp.1-14.
Hollensen, S. and Opresnik, M.O., 2019. Marketing: A relationship perspective. World
Scientific.
Kadirov, D., 2018. Towards a theory of marketing systems as the public good. Journal of
Macromarketing, 38(3), pp.278-297.
Lewnes, A. and Keller, K., 2019. 10 Principles of Modern Marketing. MIT Sloan Management
Review.
Ray, S. and Bandyopadhyay, C., 2018. Social Entrepreneurship: Exploring the Role of Value
Creation through Relationship Marketing. In GSOM EMERGING MARKETS
CONFERENCE 2018 (pp. 84-86).
Ruiz de Sabando, A.L and et. al., 2018. The marketing orientation as a university management
philosophy: a framework to guide its application.
Solaimani, S and et. al., 2019. On the application of Lean principles and practices to innovation
management. The TQM Journal.
Szablewska, N. and Kubacki, K., 2019. A human rights-based approach to the social good in
social marketing. Journal of Business Ethics, 155(3), pp.871-888.
Tripathi, D., 2018. Practices in Marketing of Healthcare Services. Journal of Retail Marketing &
Distribution Management, 2(1), pp.7-16.
von der Heidt, T., 2018. A scholarship approach to embedding creativity and sustainability in
Marketing Principles curriculum. Australasian Marketing Journal (AMJ), 26(2), pp.99-
115.
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