Assignment on Principles & Practices of Marketing PDF

Running Head: PRINCIPLES & PRACTICES OF MARKETING
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PRINCIPLES & PRACTICES OF MARKETING

PRINCIPLES & PRACTICES OF MARKETING
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Table of Contents
Introduction......................................................................................................................................2
Promotional mix techniques............................................................................................................3
Digital marketing.........................................................................................................................4
External promotion......................................................................................................................7
Customer-facing touch points....................................................................................................10
Marketing theories.........................................................................................................................13
AIDA model...............................................................................................................................13
Attract the Attention...............................................................................................................14
Maintain the interest...............................................................................................................15
Desire......................................................................................................................................15
Take the action.......................................................................................................................15
The communication process.......................................................................................................16
The base of decision making..................................................................................................16
Message..................................................................................................................................17
Examines ways to work with the advertising techniques.......................................................17
Review creative aspects..........................................................................................................18
Conclusion.....................................................................................................................................18
Bibliography..................................................................................................................................19

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Introduction
The industry of fashion is known as the vibrant and thriving industry around the globe as
combined the many varieties of activities such as product production, prime material
transformation, and creation of shoes, clothes, and accessories. Marks & Spencer is known as the
British multinational retailer that has to headquarter in Westminster, London which focuses on
sales of good quality clothing, and home products. It was established in 1884 by the Michael
Marks and Thomas Spencer within the Leeds (Marks & Spencer, 2020).
This organization has launched a marketing campaign that features the new slogan ‘Spend It
Well’ (Marks, 2020). This is known as the first within the series of advertisements for the
brand. The company has spoken about the intention to promote the shared attitude which
connects the customers regardless of demographics and age. The slogan of the organization
shared similarities with banking brands like Lloyds through focusing on emotive experiences.
People increasingly look to spend more amount with a brand to enable the appropriate life
experience. As a marketing consultant in Marks & Spencer will discuss the promotional mix
techniques and apply the theories.

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Techniques of the promotional mix
The promotional mix is known as the mixture of the promotional techniques which used
regarding products. Promotional mix techniques of the association are linked to communicate
and sell the products to potential customers. The organization is full-on for marking policies and
has associated the organization with the potential tool. This organization has adopted the above
the line approaches and below the line approaches to make the presentation at a high level. It
chooses the promotions very carefully and displays within the print, visual, and digital medium.
Advertisement of the organization is placed within the magazines, radio, newspapers, television
channels, hoardings, and billboards (Oladepo, and Abimbola, 2015). It has realized the
importance of celebrity endorsement and roped in many characters to market the products like
Antonio Banderas, John Sergeant, Myleene Klass, and Lia Snowdown.
(Smith, 2020)
This organization has the in-store strategies which help to promote the product through the
outlets. Organization uploads the promotional activities and information regularly on its site. The
organization invites customers through many discounts, offers, and incentives through the
official site. It has the loyalty program Sparks which keeps on adding the points to the
customer’s account. It is based on the whole amount of shopping through the customers. The
company also focuses on the charitable works by taking the active part within the many events. It
had launched the event Spark Something Good in which volunteers worked on many charities.

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The promotional mix includes print/broadcast advertising, selling at a personal level, direct
marketing, merchandising and many more. The following are some of the promotional
techniques used by Marks & Spencer.
Digital marketing
This is effectively used by Marks & Spencer to increase sales and enhance the presence of the
brand and make the organization more profitable. This increases the chances to make the
availability of the product within the market to the target audience. The appropriate
implementations increase awareness about a brand and boost sales. This is known as the next
step for business due to worldwide reach and effectiveness. This is very important to have the
digital platform open the more lines of communication (Finley, 2013). Marks and spencer
retarget the visitors to
(Viratle, 2020)
 Active presence in social media

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This has been founded in research that more than 97 percent of 250 more famous retail brands
around the globe are on Facebook and Instagram. In today's time, social media is recognized as
the playground in which everyone expends part of the day by chatting with friends and acquiring
the new information through many activities. Marks & Spencer through participating on social
media has become more capable to reach the potential audiences. Facebook, Instagram, Twitter,
YouTube, Google+ are known as the outstanding applications on social media which works more
effectively to promote the organization's products and services on social media as the
promotional activity (Alananzeh, Tarhini, and Algudah, 2018). Some of the other organizations
such as Walmart, Apple, Lenovo, Nike, and Adidas are also doing effective promotions on social
media. The organization targets the users by a snippet of code.
(Fashion, 2015)
 Websites
Marks & Spencer also run the website which includes the promotion of new products, services,
offers, and outlet. It has helped the organization to introduce the activities in the appropriate way
to attract clients who don’t know where they can discover the outlet. The organization prepares a
plan in which occasions are laid out at the beginning of the year as help to plan with time by use
of proper tools of marketing and taking the advantage of social media as the appropriate