Argos Communication Campaign Review: A Marketing Report

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A REPORT
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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 DRIP (Differentiate, Remind, Inform, Persuade) marketing theory.........................................4
3.0 Key Target audience..................................................................................................................4
4.0 Promotional mix element...........................................................................................................4
5.0 Key message..............................................................................................................................5
6.0 Promotional channels.................................................................................................................5
7.0 Promotional mix theory.............................................................................................................5
8.0 Method Argos should use to measure the effectiveness of the video campaign.......................6
9.0 Conclusion.................................................................................................................................7
References........................................................................................................................................8
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1.0 Introduction
The report is based on a communication campaign for Argos. With the assistance of the
respective study, a review is provided on the recent advertisement of Argos. The review will help
in identifying the key characteristics of the advertisement that will help the firm in increasing its
productivity until 2020. With the help of this review report, the marketing director will be able to
identify the factors that can boost the growth of the respective firm.
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2.0 DRIP (Differentiate, Remind, Inform, Persuade) marketing
theory
The marketers of Argos have implemented the DRIP marketing theory in their current
advertisement. The justification for this is shown below:
 Differentiating the product: The product is presented in a completely distinctive format
 Reinforce a brand’s message: The advertisement is smartly reinforcing the message.
 Informing the customer about the brand: The advertisement is creating an awareness
among the customers regarding the brand
 Persuading audience: The theme used in the advertisement is very eye-catching and will
help in persuading the audience (Oladepo and Abimbola, 2015)
3.0 Key Target audience
With the help of the advertisement, the marketers of Argos are trying to attract the youth and the
individuals attracted to fashion. The audience belonging to the age group of 18-30 are the major
target of the firm as they keen to show high interest in highly attractive and fashionable products
(YouTube. 2019). The audience belonging to this age group try to invest in innovative products.
These types of customers have high purchasing power towards stylish and innovative products
(Argos.co.uk, 2019).
4.0 Promotional mix element
The promotional mix that is being used by the marketers of Argos is Public relation. This type
of tool is used when the company is trying to launch an innovative and new product in the
market and is trying to attract the concern of the customers (Oladepo and Abimbola, 2015).
Pros
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The respective approach helps in introducing the innovative product in the market. It likewise
helps in improving the attitude of the public towards the firm
Cons
The organization has no direct control over the concern of the audience. Apart from this, there is
no guaranteed result for the respective advertisement (Oladepo and Abimbola, 2015).
5.0 Key message
The tag line of the advertisement is “So stylish that you can weak it”, this tagline helps in
evaluating that the firm is trying to introduce the most interesting and sty6lish furniture in the
market. With this advertisement, the firm is trying to revel that their products are so interesting
and innovative that the customers can make them a part of their household. With the help of this
advertisement, the markets are trying to present their product line smartly and interestingly
(Argos.co.uk, 2019).
6.0 Promotional channels
The marketers of Argos have tried to make use of social media platforms for the advertisement
of their products. With the help of this platform, the markets of the firm will be able to send their
message to a wider section of the market. This will help in giving a lift to the marketing strategy
of the firm and will help the firm in enhancing their productivity and growth potentials With the
help of social media platforms the firm can reach to new target customers most easily and
effectively (Business Jargons, 2019).
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7.0 Promotional mix theory
Promotional mix theory is a mixture of several promotional techniques that can be utilised by the
marketers to enhance the sales of the organization. With the help of this approach, the marketers
can identify the target market and can frame strategies that can help them in enhancing the sales
of the firm (YouTube. 2019). The promotional mix theory is included with 4Ps which are
product, price, public and promotion. With the help of these P's the managers of the firm can
accomplish all the marketing goals of the organization (Business Jargons, 2019).
8.0 Method Argos should use to measure the effectiveness of the
video campaign
There are various ways in which the marketers of Argos measure the effectiveness of their
advertisement. The most effective among them is collecting feedback from the customers.
With the help of this method, the managers of the firm will be able to evaluate the response of
the customers regarding their campaign (Argos.co.uk, 2019).
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9.0 Conclusion
The above report is highlighting a review on the communication campaign of Argos. With the
help of this report, it can be conjectured that it is very important for the marketers to present
everything attractively. Other than this they must make use of marketing theories for the
promotion of their products in the market.
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References
 Argos.co.uk. 2019. Argos. [Online] Available at: https://www.argos.co.uk/ [Accessed 29
Jul. 2019].
 Business Jargons., 2019. What is Promotion Mix? definition and meaning. [Online]
Available at: https://businessjargons.com/promotion-mix.html [Accessed 29 Jul. 2019].
 Oladepo, O.I. and Abimbola, O.S., 2015. The influence of brand image and promotional
mix on consumer buying decision-a study of beverage consumers in Lagos State,
Nigeria. British journal of marketing studies, 3(4), pp.97-109.
 Sagala, C., Destriani, M., Putri, U.K. and Kumar, S., 2014. Influence of promotional mix
and price on customer buying decision toward fast food sector: a survey on university
students in jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi)
Indonesia. International Journal of Scientific and Research Publications, 4(1), pp.1-7.
 YouTube. 2019. Argos TV Advert: Home & Furniture so stylish you can wear it!
[Online] Available at: https://www.youtube.com/watch?
v=mUL8GrEsNPA&feature=youtu.be [Accessed 29 Jul. 2019].
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