Analysis of Advertisement and Promotion Strategies for M&S Retail

This report provides a detailed analysis of the advertisement and promotion strategies employed by Marks & Spencer (M&S). It begins by examining the communication process applied in M&S's advertising, including sender, encoding, message, medium, decoding, receiver, and feedback. The report then explores the organization of the advertisement and promotions industry, emphasizing M&S's role as a major UK retailer and the importance of brand image. It assesses how promotions are regulated, highlighting relevant UK laws and regulatory bodies. The report also covers current trends in advertising and promotion, particularly the impact of ICT. Task 2 delves into the role of advertisement in integrated promotional strategies, focusing on branding techniques used to strengthen the M&S enterprise. Furthermore, it examines primary and other techniques of below-the-line promotions, including email marketing and sponsorship. The report concludes by discussing the process for formulating a budget for an integrated promotional strategy and developing a promotional plan for the organization. It also covers integrating the plan with promotional activities and appropriate techniques for measuring campaign effectiveness, providing a comprehensive overview of M&S's advertising and promotional efforts.

ADVERTISEMENT AND
PROMOTIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Communication process which can be applies to advertisement and promotion..................1
1.2 Explains the organisation of the advertisement and promotions industry............................2
1.3 Assess how promotion is regulated.......................................................................................2
1.4 Current trends in advertising and promotion........................................................................3
2.3 Review the creative aspects of advertisement.......................................................................3
2.4 Ways of working with advertisement agency.......................................................................3
TASK 2............................................................................................................................................4
2.1 Role of advertisement in integrated promotional strategy....................................................4
2.2 Branding which used to strengthen the chosen enterprise....................................................4
3.1 Primary techniques of below the line promotional...............................................................5
3.2 Other techniques of below the line........................................................................................5
4.1 Process for formulate of budget for integrated promotional strategy...................................5
4.2 Development of a promotional plan for the organisation.....................................................6
4.3 Integrate plan with promotional activities.............................................................................6
4.4 Appropriate techniques for measuring campaign effectiveness............................................7
M1...............................................................................................................................................7
M2...............................................................................................................................................7
M3...............................................................................................................................................7
D1................................................................................................................................................7
D2................................................................................................................................................8
D3................................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Advertisement and promotion is effective techniques which used by the company to
enhance their operations and outcomes. These are very essential elements for compare products
and services with another enterprise (Gholami, Roushanghias and Karimiankakolaki, 2016).
Present study is based on M&S which is an extended retail products to attract various customer
towards the business. For gaining insight knowledge of the company present report covers
communication process which applied in advertisement and promotions, furthermore, it includes
current trends in advertisement and promotion which impact of ICT.
TASK 1
1.1 Communication process which can be applies to advertisement and promotion
Communication is very important element that convey essential message to large part of
audience. In M&S it can be done in the following steps:
Sender
Sender is a person who send message as information in audience. They promote their
products and services through providing information as advertisement for M&S.
Encoding
In this step, sender encode message in symbol, sign for keep secrecy in information.
Message is contains accurate information for each receiver (Rasool, Rafique and Hannan, 2012).
In this step, the chosen organisation can develop their message in different term such as symbol,
sign, etc. that assists to keep privacy in message of M&S.
Message
Message can be placed as verbal, written, oral and symbolic way. This is because, it
contains all relevant information which take importance place in the chosen enterprise. There are
different kinds of advertisement and promotional method exists through M&S can deliver
effective message among audience.
Medium
After determines message, medium is chosen by M&S in which they are categories
distribution channel. In this aspect, sender use electronic media which create effective impact on
the company and its operations.
Decoding
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In this step, transforming of sender message come back into thought. In this aspect, self
reference criteria is highly determines to influence people for purchasing products and services
(Yin, Zhang and Zong, 2012). Target customer will decode message to identify relevant message
through advertisement and promotion in the business. It is the effective aspect that make
productive results.
Receiver
Receiver is the target audience in which the company send information as message.
Receiver can take message in different term such as reading, hearing and many other aspects.
Receiver is target audience of M&S who influence from the message of the products and
services.
Feedback
After receiving message, to make effective communication process M&S take feedback
from their customer regarding products and services. As per the feedback of customer, the
organisation will able to advertise their products and services.
1.2 Explains the organisation of the advertisement and promotions industry
Advertisement and promotions of the business is working as centralization system. In this
aspect, innovation and creativity take place within the cited firm. Thus, the organisation will
easily attract potential customer towards the business operations. In addition to this, M&S hire
advisor who provide guidance at workplace to enhance profitability and market share at
workplace. The chosen firm is the largest retailer business in UK so that it is essential to create
effective brand image of company (Gholami, Roushanghias and Karimiankakolaki, 2016). This
is because, it attracts potential customer through provide them high quality products and
services. The company is dealing in different types of fashionable products, at different price so
that they can easily attract each customer at workplace.
At workplace of M&S, there are different tools exists through they can promote products
and services. In this way, personal selling, public relations are important element that assists to
meet with goals and objectives.
1.3 Assess how promotion is regulated
Regulation of promotional strategy is based on risk that affect to the chosen firm and
their operations. This is because, in UK M&S has higher risk to demonstrate changes quickly for
future responses. In addition to this, formal enforcement action is a tool which describes for
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regulating promotion within a nation. Beside this, it also helpful to make brand image in front of
customer. Further, this tools are also applied to control the flow of promotional activities. There
are different types of laws made in UK parliament which assist to regulate advertisement across
the nation. These acts are proactive to take actions against misleading and harmful
advertisements.
Bar standard board is established that run for regulatory functions of promotional
strategy. It demonstrates effective quality and reliability from advertisement and information for
promotional activities. It creates different advertisement codes at workplace through
advertisement standard authority.
In UK, competitive advantages is the main element that assists to M&S. In this aspect,
sales promotion is effective marketing tool which can make several forms such as free offers,
gifts, discount, prize, etc. It has been estimated that £20 billion so that employment continuous
grow profitability and productivity. In UK Advertising Standard Authority administered set that
assists to make promotion practice that create review and amendments as well. ASA council
adjudicates on complaints that are published weekly.
1.4 Current trends in advertising and promotion
Due to changing environment of technology, M&S need to keep effective role for
accomplish their goals and objectives. In this aspect, the organisation is emphasized on new and
advance technology apart from traditional elements. They are continuously trying to enhance
techniques for development of operations and outcomes. In this way, ICT is information and
communication technology to make high promotional activities. As results, advertisement of the
chosen enterprise is depends on technology aspects. In addition to this, to maintain competitive
advantages, M&S have to concentrate on modern technology to enhance positive outcomes and
performances of the enterprise. This is because, ICT is work with internet, e-mail and many other
elements of electronic media. Thus, they can easily expand their operations and outcomes to
access details information.
Advertising trends evolved to create traditional printing ads with marketing strategies.
QR code and quick response are determines as the two dimensional that impact on ICT
advertisement. It assists to gain traction as the interactive tool to scan code to retrieve additional
information.
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2.3 Review the creative aspects of advertisement
Creativity is the essential element which demonstrate advertisement of particular product
and services within M&S. It determines effective outcomes at workplace for proper attention and
outcomes for enhance operations. With the help of creative advertisement, people are inspire and
buy products and services from the chosen organisation (Rasool, Rafique and Hannan, 2012).
With the help of effective advertisement and promotional campaign, operations and outcomes
are develops which attract potential customer within the enterprise. It creates positive results and
performances to attracts various people at workplace. Following survey can be made to assess
the review of advertisement:
1. Are you satisfied with products and services of M&S?
 Yes
 No
2. Are you prefer to purchase products and services from M&S?
 Yes
 No
3. Do you agree with online promotion of the company?
 Yes
 No
2.4 Ways of working with advertisement agency
In respect to enhance productivity, M&S can lead with different advertisement agencies
which assist to enhance products and services at workplace. Below are different ways in which
the organisation can work with advertisement agency:
 Technical assistance: With the help of effective technical system, M&S rely on desire
and goals with advertisement agency. In this way, the organisation need to know about
their customer for enhance market share and profitability. Thus, they will easily achieve
goals and objectives at workplace (Yin, Zhang and Zong, 2012). In this way, the chosen
organisation need to implement technical assistance so that goals and objectives will be
accomplish in systematic aspect.
 Flexible system: In order to meet with customer requirement, the chosen firm need to
make their rules and regulation flexible so that they can easily attract various customer
within the business enterprise. It is the main system in which M&S will easily meet with
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organisation goals and objectives. Therefore, targets will be accomplish in systematic
way.
 Know about customer: With the help of customer perception, M&S need to consider
market research in which they can easily meet with customer requirement. When the
company know about their customers, they easily deal with them to accomplish their
targets. Therefore, it is the effective way to know about each person in market.
TASK 2
2.1 Role of advertisement in integrated promotional strategy
Advertisement plays a vital role in success of the business and its operations. This is
because, it promotes goods and services to make successful operations. With the help of effective
advertisement, the chosen company can integrated promotional strategy. It assists to enhance
profits ad revenue of M&S. In order to perform functions and operations, there are various ways
which can promote to global brand of the company (Giddens, 2015). They are as follows:
Focus on traditional advertisement such as radio and television.
Sports events organise
Online promotions
Local promotion within the market with the help of retailer
There are different types of integrated promotional strategy which assist to promote
products and services. It integrates for enhance products and services for achieve more profits
and revenue at workplace of M&S. This strategy includes promotion of products and services
with the help of social media, word of mouth and many other elements. In this aspect, in
integrates working, advertising play following roles:
 Manufacturers and advertising: Manufacturers has several benefits to increase stability
and turnover. It assists to maintain existing market and explores new things in it.
 Middlemen and advertising: In this aspect, chain has been develops with distribution,
middlemen that assists to produce effective functioning.
2.2 Branding which used to strengthen the chosen enterprise
Branding is core value of company which assist to make trust and loyalty towards the
business products and services. It concerned about different products and services which enhance
productivity of the company and its operations (Ford, MacKintosh and Hastings, 2016).
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Customer attracts through ideas and opinion of the cited firm which enhance new product within
the market. In addition to this, branding also encourages build trust, goodwill and value for
enhance demand and outcomes of M&S operations.
In addition to this, the company is also attracts customer through effective symbol, sign
and logo. It attracts customer through unique image of products and services at workplace. It also
maintains permanent customer through demonstrate overall performance of M&S. It increases
brand value of the enterprise to increase more competition within the business environment
through attracts various customer. It also gives opportunity to make value and effective system
of the enterprise so that positive results can be enhance (Schudson, 2013).
Selling of food products with online tool is the best tool that assists to meet with goals
and objectives. In this aspect, goals and objectives can be enhance which is the main strength and
brand of the enterprise.
3.1 Primary techniques of below the line promotional
Primary Below the line technique can be determined as a type of promotional tool
through which promotion is make with the help of sources like Email Marketing, Door to door
selling, Sponsorship, etc. With this respect, there are different set of strategies that can be
followed by Mark & Spencer and they are as follows:
Email Marketing: This is a type of strategy that cited firm conducts when they campaign
on its own (Yin, Zhang and Zong, 2012). It enables to have direct communication with
customers and also provide them with direction so that they can reach the landing page and can
learn more about the offers provided by Mark & Spencer.
Door to door selling: This strategy provides the opportunity to Mark & Spencer to have
direct interaction with customers. Services users can clarify their doubts that they have related
with the product. Further, it also enables to develop strong relationship with customers.
Sponsorship: It is determined to be the partnership with other events or corporates so as
to develop brand image among customers mind (Street, Gold and Manning, 2013). There are
number of community learning projects and there are their own scheme called ‘Mark & Start’.
This provides training to disadvantaged people and employment opportunity with the firm.
3.2 Other techniques of below the line
There are other set of strategies that can be applied by Mark & Spence in order to
promote their products with the help of below-the-line:
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Coupons: This is a type of strategy in which individuals are provided with discount offer.
These are generally provided to customers who are regular to make purchases (Yin, Zhang and
Zong, 2012). From this, it can be evaluated that, this is helpful enough to make regular customers
to loyal once.
Designing and packaging: With time, there are many changes that take place within the
taste and preference of customers. There are organizations that deliver similar products and
services (Rasool, Rafique and Hannan, 2012). It can be evaluated that, market research is
conducted by Mark & Spencer as it will help to understand the requirement of customers and
accordingly product can be designed. Innovation made in products and services are helpful
enough to attract customers.
Promotional pricing: In this strategy, firm provide their products and services at low
price. This is helpful enough to make sure that products are delivered to customers effectively
and efficiently (Street, Gold and Manning, 2013).
Free samples: There are conditions in which people do not prefer to make use of services
or product. This is because, they do not have trust or confidence over it. In order to over this type
of issue, Mark & Spencer can be deliver their customers with sample. This way people will make
use if the product and develop positive perception over it. It will enable to promote the product
and to develop strong customer base.
4.1 Process for formulate of budget for integrated promotional strategy
Budget plan is demonstrate promotional strategy to perform effective functions and
operations at workplace. In this aspect, financial plan is prepare for particular period to carry
various activities in effective manner. In this way, goals and objectives can be ascertain at
workplace through determines effective results and performances. It ascertains various steps
which are as follows:
Determines objectives and goals of M&S with specific time frame.
Collect information that require for performing different operations with sources ad money at
workplace.
Demonstrate future challenges which faces by the company (Shi, 2016).
Budget program implementation with effective business plan of the chosen enterprise
Evaluating outcomes of the company with assessing budget element within the company
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4.2 Development of a promotional plan for the organisation
Promotional is the effective plan which demonstrate sales and promotion for
development of the organisation. It includes following steps:
Advertisement
It is the very popular communication channel which describes about feature of products
and services in various part of the world. It assists to the company to enhance their revenue and
profits through target various people (Spotts, Weinberger and Weinberger, 2015).
Sales promotion
With the help of short term incentives programs, sales promotion is made which
encourages to customer to buy products and services through targeting customer towards M&S.
Public relationship
Public relationship assists to make sustainable efforts for establish and maintains mutual
understanding among organisation and their products. It assists to create true and fair picture of
the company in front of people.
4.3 Integrate plan with promotional activities
Promotional techniques is used to attract various people from different market. In this
way, M&S design a way which assist to make effective promotional activities. It also assists to
spread brand in different areas with the help of different promotional strategies. It includes
seminar, conferences and many other elements which assist to generate positive results through
perform different activities (Johnson, Singh and Ma, 2015). It also involves general community
to assess business environment and maintains profitability at workplace.
4.4 Appropriate techniques for measuring campaign effectiveness
For measuring the effectiveness of campaign, cited firm can make use of different type of
techniques in order to promote the clothing for children. In this context, few of the techniques are
as follows:
Sales level: The sales that is used by the Mark & Spencer for each of their product will
enable to provide understanding about the benefits that management get through the promotion
made. If the promotion is effective, then the rate of sales will be high.
Increase in demand: Production for the clothing of children is done as per the demand of
customers towards the product (Edelman, Mandle and Kudzma, 2013). When the production
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increases, then it can be stated that the firm is able to get benefited from the promotional
campaign that is made.
Conducting survey: The product form which promotional campaign is made,
management can conduct survey. This enables to understand the perception that individuals have
over the children clothing. Accordingly, improvements can be made by Mark & Spencer.
M1
In order to make solution for business issues, M&S need to concentrate on effective
communication. It makes effective results and performances for the company. In this way, the
chosen firm can focus on interaction among various people so that they can achieve their goals
and objectives easily. It also creates positivity with sharing ideas and opinion with different
people (Gholami, Roushanghias and Karimiankakolaki, 2016).
M2
There are different types of methods which can be used by the cited firm to enhance their
profits and revenue. In this aspect, public relation is the best method which assist to encourage
various customer towards the enterprise. As results, M&S can make direct and face to face
contact with each person within the business environment.
M3
With the help of communication, it has been found that the company has chance to
enhance their profits and revenue in different areas with enhancing revenue and profits. This is
because, it makes interaction among various people for accomplish desire outcomes.
D1
As per the view of Kumar and Raju, (2013), advertisement and promotional technique
assist to create effective brand and company reputation. In this aspect, M&S will easily achieve
high growth in their business environment through introducing new products and services.
Beside this, it also attracts potential customer towards the company who take part to use products
and services of company (Kumar and Raju, 2013).
D2
In order to assess business environment, manager of the chosen organisation has
responsibility to determines effective results and performance (Green and Peloza, 2014). In this
way, they have to target different types of customer through various activities. It also managing
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