Principles and Practices of Marketing Advertisement
Undertake research into the promotional tactics of a high street supermarket and create a portfolio showcasing the practical promotional mix policies used by the supermarket.
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Added on 2020-10-23
Principles and Practices of Marketing Advertisement
Undertake research into the promotional tactics of a high street supermarket and create a portfolio showcasing the practical promotional mix policies used by the supermarket.
Added on 2020-10-23
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Principles and Practices of MarketingAdvertisementDefinition of advertisement: According to Grant McCracken, 2019 it is a types of promotional activity that isused by companies in order to promote their goods andservices. It is one of the most powerful marketing tactic thatreaches to large number of customer at a same time(Advertising, 2019).Advertisement is mainly done by Tescoin two ways first in In-Store advertisement and second isOut-store advertisement.Evidence of In-store and Out-store advertisementIn-store advertisement: This are highly effective marketingtactic which are being designed to bring customers towardsthe store so as to try their products and to build brand andproduct awareness. This type of advertisement is helpful ininfluencing customer towards their product and serviceswhen they walk through the front door of store.Personal Selling: It is one of the traditional forms ofpromotional tool in which a salesman directly interactwith customers by visiting them. It can be said that it is aface to face interaction which take place between thecustomers and the company representative with the aim toinfluence customers to make purchase of the goods andservices.Direct marketing: In this type of promotional techniquedirect marketing technology is being used in order totarget customers individually, example like throughtelephone calls, e-mail, catalogues etc. Sales promotions: It is another essential technique ofpromotion mix of which main purpose is to stimulatecustomers to make purchase of their products likethrough products samples, coupons, offers etc.Public relations: It is also a promotion mix techniques inwhich a firm tries to build relationship with customers bysharing information with them about an organisation andabout the product and services. In case if any thing goeswrong on the information front then in that case publicrelation department has to step forward so as to rebuildpublic image again.Promotion Mix of Tesco:Promotion mix is consideredto be one of the 4Ps of marketing mix which isspecifically refers to the combinations of differentpromotional tools and techniques like public relations,advertising, sales promotions and personal selling with aview to maximize sales and profits (Promotional Mix,2016).Advertising: It is one of the key factor of promotionalmix which contributes to the brand building and alsohow the market perceives the company. It is consideredto be one of the big part of promotional mix because ofits wide and far reach of advertising and the messagethat a company can send to its existing and potentialcustomers. It mainly includes advertisement throughsocial media, newspaper, magazines, banners etc.
Direct marketingDefinition of Direct marketing: It is a kind of advertisingactivity by which large or small business firm use tocommunicate directly with consumer by using different mediasources such as text messages, emails online adds and websitesetc. (DIRECT MARKETING, 2019). In order to sell itsproducts through direct selling tesco make use of out of storepersonnel selling techniques such as e-leaflets, cataloguemarketing, discount codes, etc. so as to influence customer onspot to make purchase of its products. Evidence of out of store direct marketing SWOT model is being used to support the evidence ofadvertisement technique of Tesco:Thus, in order tosupport the evidence that has been rendered for in-storeand out-store advertisement swot model is beingapplied. With the help of this model it can be greatlyunderstood what all the the strength, weakness,opportunity and threat that they company suffer andavail from such advertisement. The images aboveproves to be very much helps in attracting large numberof potential customers which result in increasing themarket share and it turns into a major strength forTesco. On the other hand when the firm advertise itsproduct season wise like in rainy season they give moreadvertisement of washing machine which help in easilydrying up of clothes so as to attract customers, but sideby side such advertisement affect the demand of otherproduct of Tesco which is a weakness for Firm.Similarly such advertisement helps to grab furtheropportunity as well, in future if the firm launches newproduct or services than in that case company need nothave to create awareness as customers will already beaware about the tesco products, thus it will term to bean opportunity for company. Lastly, such advertisementalso proves to be threat for Tesco as the competitorscan easily acknowledge the way a firm uses strategiesto attract customers and similarly the competitors toowill also use which will prove to be a threat for firm asthe customers may shift from company product to itscompetitors products. Out-store advertisement: This is a type ofadvertisement which works well for promotingproducts in specific geographic areas. As outdoor signis considered to be the first thing which a potentialcustomer sees and it should be sufficient bright andconspicuous so as to attract attention of customers. LikeTesco does its out-store advertising through variouschannels like magazines, billboards, newspaper, socialmedia etc.
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