John Lewis Partnership: Advertisement and Promotion Strategy Report

This report provides a comprehensive analysis of advertisement and promotion strategies, focusing on the context of John Lewis Partnership. It begins by outlining the communication process applied to advertising and promotion, followed by an examination of the organization of the advertising industry and the regulations governing promotions. The report then delves into the role of advertising within an integrated promotional strategy, emphasizing the importance of branding and the creative aspects of advertisement, including how to work with advertising agencies. Further, the report explores below-the-line promotion techniques and strategies. Finally, the report examines the formulation of promotional budgets, the development of promotional plans, and the integration of promotional techniques into the John Lewis Partnership's strategy, concluding with techniques for measuring campaign effectiveness.

Advertisement and Promotion

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Communication process applied to advertisement and promotion.......................................1
1.2 Organization of advertisement and promotion industry........................................................2
1.3 Different ways through which promotion is regulated.........................................................4
1.4 Current trends in promotion, advertisement and impact of ICT...........................................4
TASK 2............................................................................................................................................5
2.1 Role of advertisement in an integrated promotional strategy for business...........................5
2.2 Branding and its importance to the organization..................................................................5
2.3 Creative aspect of advertisement..........................................................................................6
2.4 Ways of working with advertising agencies.........................................................................6
TASK 3............................................................................................................................................7
3.1 Primary techniques of below the line promotion and strategies...........................................7
3.2 Other techniques used in below the line promotion..............................................................7
TASK 4............................................................................................................................................8
4.1 Formulating appropriate budget for integrated promotional strategy...................................8
4.2 Development of promotional plan........................................................................................9
4.3 Integrating the promotional techniques into the promotional strategy of John Lewis
Partnership...................................................................................................................................9
4.4 Techniques for measuring campaign effectiveness.............................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

Illustration Index
Illustration 1: Communication process............................................................................................2
Illustration 2: Structure of communication industry........................................................................4
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INTRODUCTION
Advertisement and promotion can be defined as a tool through which organization
convey about their product or services to customers. Both these terms are very helpful in
increasing sales through attracting clients. It helps the firm to convey message regarding their
commodities (Adibe, Igboeli and Ita, 2015). On the other hand, there is also a presence of sales
promotion strategies which are designed to attract purchasers by providing them with additional
incentive to buy. Present report is about John Lewis Partnership which is owned by employees in
UK. This report covers communication process which is applied to promotion and advertising.
Further, it covers the different role of advertising in an integrated promotional strategy. Lastly, it
also includes development of promotional plan for a product.
TASK 1
1.1 Communication process applied to advertisement and promotion
Communication can be defined as a process in which information is conveyed between
two or more people. It is very essential to have a proper process in communication so-as-to have
a successful communication (Advertisement and promotion, 2012). Following is the process
which is involved in communication, applied in promotion and advertisement:
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Illustration 1: Communication process
(Source: Advertisement and promotion, 2012)

There are mainly four elements which are involved in this process and are as follows: Sender: Communication process starts when sender comes up with suitable idea. In order
to convey it effectively, he/she uses different symbols (BinDhim, Freeman and Trevena,
2014). If a firm wishes to convey about their product or services, then it should prepare a
message which would be understandable for customers. The message is then encoded in a
proper message so that receiver could understand it easily. Message: It can be determined as a key idea which is to be communicated to customers
or receiver (Le Mercier, Poujol and Blay, 2013). Message should be developed in such a
way that receiver could understand it effectively. Encoding: In order to make the message more effective, sender uses different types of
symbols like pictures, words, etc. In this context, there are various tools that are used by
organizations so as to convey their message effectively. Receiver: They are the ones to whom message has to be conveyed. It is only possible
when organization uses promotional tools according to which they would be able to
attract more and more customers.
 Feedback: It is a way to know whether the conveyed message has been received by
customers and was clear enough to understand (Swierczak, Cook and Hamilton, 2014).
Above given is the communication process which is commonly used by firms in applying
promotion and advertisement.
1.2 Organization of advertisement and promotion industry
Mostly, all firms are associated with advertisement and promotion industry. There are
many agencies which provides promotional and advertisement services to organizations. Firms
contact these agencies in order to develop an advertisement and promotional plan through which
they would be able to attract customers (Koerting, Smith and Sonuga-Barke, 2013). There are
mainly four parties involved which are as follows:
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 Advertising agencies: These agencies develop advertising plans for the firms. In this
context, they include activities like promotional campaigning, purchases etc.
(Background of advertisement and promotion, 2013). In order to be different from
competitors, these advertising agencies design components which help to focus on
customers effectively. Client’s advertisers: Clients represent the firms which approach to advertising agencies.
They provide these agencies with budget under which advertising agency have to develop
the advertisement (Sterling, Moore and Eriksen, 2013). Organization provides them with
idea which is then converted in an effective advertisement. Media suppliers: These are the sources or the tools through which advertisements are
conveyed to target audience. Various sources involved are newspaper, radio, television,
magazines, posters, etc. Organization selects their sources depending upon their target
audience which help them to attract more and more customers.
 Suppliers of promotional materials: Additional services are provided by these suppliers
which includes exhibition of products or services, promotional gifts, printers, etc.
(Ahrens, Coyle and Strahilevitz, 2013).
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Illustration 2: Structure of communication industry
(Source: Background of advertisement and promotion, 2013)

1.3 Different ways through which promotion is regulated
In context of promotion, there are many rules and regulations which are made in UK. It is
very important for the firms to follow these regulation or else they will be punishable by law. In
order to maintain the standards of advertisements is mainly looked after by ASA (Advertising
Standard Authority). For protecting the customers, following are few regulations which are
followed in UK: Distance selling act: In today's world, people prefer to buy products online. In this respect,
it is very important for the organizations to make available all the required information
regarding the products (Safa and Ismail, 2013). Further, all the information provided should
be reliable. Data protection act: Personal information collected for customers by the organization
should be kept safe and should not be misused. It is very important for the firms to destroy
them after a certain period of time.
 Unfair trade act: All the information provided regarding the product or services should be
reliable. This act looks that the firm is providing all things which they had promised in
advertisements (Akhlaq and Akhtar, 2015). It will be punishable by law, if they mislead
them to customers related to quality, quantity, any additional facilities, etc.
1.4 Current trends in promotion, advertisement and impact of ICT
In today's world, living standards of people have improved and use of electronic
machines have also raised. In this context, there are many tools through which promotion is done
among which few are as follows: Internet: Use of internet is increasing rapidly and has become the most preferred source
of advertisement. Organizations can post their advertisement and promotion easily and is
the cheapest form of advertisement (Chane, Marenghi and Haber, 2013). Television: To display advertisement on television is very expensive. It is the most
effective source of advertisement and has the power to attract large audience. Mostly, all
set of target audience have television so it can be stated as the most effective source of
promotion and advertisement.
 Social sites: There are many social websites like Facebook, Twitter, YouTube, etc. which
are very helpful in conveying information about the product or services. In addition to
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this, firm can also get to know the response from customers towards the advertisement
(Qin, Su and Shi, 2014). If the response would be negative, then firm can make changes
accordingly.
TASK 2
2.1 Role of advertisement in an integrated promotional strategy for business
There are various tools which are involved in marketing communication, which are direct
marketing, public relation, personal selling, etc. (O’Guinn, Allen and Scheinbaum, 2014). All
these tools have their own importance to organization. Following are the roles of advertisement
in an integrated promotional strategy for John Lewis Partnership:
Providing information: One of the main role of advertisement is to inform people regarding the
product and services. Further, it can also be stated as a tool to educate the target audience
regarding benefits and feature of the product or services provided by the organization. In
addition to this, John Lewis Partnership should focus on developing public relation (Shiffman,
Dunbar and Ferguson, 2013). In this context, firm should make use of advertisement tools like
magazines, television, websites, etc. Further, they should adopt different promotional strategies
like discount offers, additional gifts, etc. so as to attract more and more customers. Organization
should use television in advertising their products as it will be helpful in attract customers
effectively.
2.2 Branding and its importance to the organization
Branding can be defined as a process through which organization distinguish from other
firms. This is done with the help of distinctive design, package, name, etc. Following are the
importance of branding to John Lewis Partnership:
Uniqueness: Through branding firm will be able to distinguish itself from others. In order to do
this, it is very essential convey customers regarding their product or services and they should
provide them with high quality services which would develop confidence and trust among
customers (Khan, Kumar and Srinivasan, 2013).
Consistency: Firm should focus on long term branding in order to keep the business consistent. It
should reflect on quality, quantity, message, price, product line, etc. This will be helpful in
developing a good image among customers and in enhancing business.
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Message delivery: When strong branding is done, it automatically reflects the sales. In addition
to this, response can be known easily for customers through the advertisements made. Responses
from customers would help the firm to know regarding the image of the firm among the target
audience (Zolfani, Rezaeiniya and Zavadskas, 2012).
2.3 Creative aspect of advertisement
In creating image of services and products among the mind of customers, advertisement
plays vital role. It is very important for the organization to develop an advertisement through
which they will be able to develop curiosity among customers. In this context, it is very essential
for the organization to keep in mind certain things before advertisement like graphic design,
theme, language, etc. (Keikhosrokian, Mustaffa and Sarwar, 2012). Further, firm should develop
advertisement in such a way that it create emotional attachment towards the product or services.
It is very helpful in creating positive image among the mind of customers. In addition to this,
organization should make use of different promotional strategies like providing additional gifts,
discount offers, etc. This would also help in attracting more and more customers. Moreover,
advertisement should be clear and should be able to convey what firm expected to achieve.
Further, firm should select celebrity would endorse the product. It is one of the best effective
strategy to attract customer.
2.4 Ways of working with advertising agencies
Advertising agencies helps organizations to develop attractive advertisements. There are
many ways through which working with advertising agency is possible:
Information sharing: It is very important for the organization to share all the information for the
advertising agency so that agency get to know the idea behind and develop advertisement
accordingly (Hassan, Fatima and Hasnain, 2013). Further, firms should convey the total budget
which would be used, product information, etc.
Conducting meetings: In order to frame advertisement, it is very essential to meet personally to
representatives of advertising agencies. In the meeting, organization should convey the idea
which they wish to display on advertisement. According to the budget, advertisement agency
should make the advertisement ready (Kurt, Jiang and Sigurdson, 2014). Further, ad should be
made according to the target audience and the product for which advertisements has to be
developed.
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Maintaining relationship: It is very important for the firm to maintain and to develop
relationship with advertising agencies so that they could develop attractive and effective
advertisement. Regular check is very important so as to know the development and if agency
make any kind of mistake, then that also could be improved.
TASK 3
3.1 Primary techniques of below the line promotion and strategies
Below the line promotion can be defined as marketing technique through which firms
focus to gather immediate response from customers. There are many strategies involved in it.
Following are the few of the strategies involved in below the line promotion:
Sales promotion: It is a marketing activity which aims at distribution channel and customers in
the form of sales incentives (Adibe, Igboeli and Ita, 2015). Generally, this strategy is adopted in
order to introduce new product or services and this technique is helpful in making customers to
buy more.
Loyalty schemes: According to this technique, John Lewis Partnership can provide rewards
depending upon their purchase. In order to get reward, customers tend to buy more.
Providing sponsorship: In this technique, organization pay cost related to a program or project
for their brand recognition. The event organizing team would display the logo and the name of
John Lewis Partnership (BinDhim, Freeman and Trevena, 2014). This is very helpful in
conveying information about the product or services delivered by John Lewis Partnership to their
customers.
Product placement: According to this strategy, the product is being displayed on television, film,
etc. in the form of stories or drama. It develops positive image among customers and towards the
product.
Packaging: Packaging also plays important role in attracting customers. When the package of
product are made, they should designed in such a way that consumers get attracted to it.
3.2 Other techniques used in below the line promotion
It is the responsibility of marketing department to develop the brand image of John Lewis
Partnership. However, cited firm is not new organization in order to function below the line
promotion. Other techniques which are used in BTL(Below The Line) are as follows:
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DDS (Door to Door Selling): According to this technique, different groups are made and each
group is provided with different areas. Salesman of each group would visit all the houses in the
given area and sell the products (Le Mercier, Poujol and Blay, 2013). It is one of the effective
technique as customers will have the opportunity to clarify all the doubts which arise regarding
the product.
Promotional pricing: In this strategy, firm would sell the product at low cost for certain period
of time. It is very helpful in increasing the sales. As customers who were not previously buying
the product would start buying as the price has been reduced. It is very helpful in attract large
customers and in increasing the sales.
TASK 4
4.1 Formulating appropriate budget for integrated promotional strategy
John Lewis Partnership have many competitors which provides similar types of products
to customers. In this context, it is very essential for the organization to formulate appropriate
budget for integrated promotional strategy with the help of which firm will be able to attract
large number of customers (Swierczak, Cook and Hamilton, 2014). Following are the process
which could be followed be managers of John Lewis Partnership in order to formulate
appropriate budget for integrated promotional strategy:
Identifying objective: The process of budget integration starts with identifying promotional
objectives. In order to achieve the objectives effectively, it very important for the firm to know
using which promotional tool they will be able to attract customers.
Resource identification to fulfil objectives: Second step is to identify the resources in order to
fulfil the objectives. To carry out promotional activities of product and services, it is very
important for the marketing managers of John Lewis Partnership to identify the resource like
human and financial so as to achieve the objectives (Koerting, Smith and Sonuga-Barke, 2013).
Use of media: According to this phrase, firm has to decide which type of promotional tool will
be used. Before selecting any kind of tool, it is very important for the organization to decide on
the expense which they will be spending on those tools. Accordingly, they should select tools
through which John Lewis Partnership will be able to promote their product effectively.
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4.2 Development of promotional plan
Following are the steps which should be followed by John Lewis Partnership in order to develop
a promotional plan:
Analysing the situation: Before formation of promotional plan, firm has to analyse the external
environment of the organization. Promotional tactics which were previously been used should be
analysed (Sterling, Moore and Eriksen, 2013). This would help in understanding the favourable
factors which support the firm to develop promotional plan.
Promotional objectives: Second step is to set objective which organization wants to achieve
through promotional activity. For example, if John Lewis Partnership wishes to expand their
business at other country, then it has to focus on the products which they will be delivering to the
customers of that particular region.
Selecting target audience: It is important for the firm to select the target audience. As it helps
the organization to develop path through which they will be able attract customers (Ahrens,
Coyle and Strahilevitz, 2013). According to the targeted audience cited firm should provide
products.
Selection of media: This is the final step and very important as selection of media for promotion
should be done according to the budget which firm decides. Accordingly, organization should
contact advertising agency so that they could display it on selected media and promote it
effectively.
4.3 Integrating the promotional techniques into the promotional strategy of John Lewis
Partnership
In order to convey regarding the expansion of business of John Lewis Partnership. It is very
important for the to convey information to the customers of that particular country in which they
are expanding their business. So as to do it effectively, organization should make use of different
promotional tools like television, newspapers, radio, internet, etc. (Safa and Ismail, 2013). In
addition to this, they should develop advertisements with the help of advertising agencies. In this
context, organization should convey their idea properly so that agency would develop
advertisement effectively. With this respect, if John Lewis Partnership uses television as its tool
for promotion, then they should select most preferred channel with the help of which cited firm
will be able to convey information. Moreover, they can also use sales promotion technique as the
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