Christmas Ad Analysis: Marketing Management & Digital Communication

This essay provides an analysis of marketing management and digital communication strategies employed during Christmas advertising campaigns. It identifies key marketing issues illustrated in recent campaigns, such as the importance of aligning advertisements with customer demands, presenting authentic Christmas messages, and avoiding excessive creativity that detracts from realism. The essay also emphasizes the significance of understanding consumer behavior, using brand ambassadors effectively, and focusing on heartwarming themes to resonate with audiences. Furthermore, it discusses the roles and interests of important stakeholders, including customers, marketers, and companies, and suggests addressing marketing issues by analyzing market trends, bringing innovative yet realistic ideas to advertisements, and using marketing theories like the 4Ps. The essay concludes that a thorough understanding of consumer behavior is essential for successful advertising in modern business.

MARKETING MANAGEMENT
AND
DIGITAL COMMUNICATION

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Contents
INTRODUCTION......................................................................................................................1
Marketing issues illustrated in this article..................................................................................1
Important stakeholders...............................................................................................................1
Addressing the issues.................................................................................................................2
Conclusion..................................................................................................................................2
REFERENCES...........................................................................................................................3

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INTRODUCTION
Marketing is the major reasons for success for any company. At the time of Christmas almost
all the companies tries to attract people. For this they suit advertisement campaigns. Some are
highly attractive and some are able to do so. In the current business environment, any
unsuccessful marketing campaign can lead to huge business failure especially when there is
battle going on in the marketing space (Kraus & Myrick, 2018). This article suggests about
the good and bad advertisements this year on the eve of the Christmas.
Marketing issues illustrated in this article
Marketing issues that has been addressed in this article is that advertisements must be
according to the customer’s demands and not according to what company’s think about.
Companies are not presenting the actual Christmas message and that is making the difference
in the good and worst advertisements (Marketing week, 2018). Brands underestimating
familiarity in their advertisements is another big issue. It also raises the issues that how the
brand ambassadors must be used by the company so as to improve the brand recognition
(Hammett, 2018). It also highlights the issue that how the too much creativity can sometimes
also affect the idea of the advertisement made by the company and hence might have impact
on the business. Basically it must look realistic than being more fascinating. For example
Cadbury ad showed things that will not actually happen. Advertisements must be heart-
warming and must be centralised around the core idea that a company wants to portray.
Important stakeholders
Important stakeholders attached with this are:
Customers: Since they are major purchasers who are going to buy products and services
based on the advertisements. They always look for advertisements that are attractive and
shows the ways in which the product is going to solve any specific problems of them. Since
customers see lots of advertisements at a time by different competitors hence the made
advertisements must be something that sticks in the mind and leads a customer to do the
purchase.

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Marketers: Since they have the responsibility to make the advertisement a success. In case of
any mistakes or poor advertisements their efficiency gets a question mark. More the issues
will be generated in any campaign more questions would be raised on the makers. Marketers
shall always study the consumer behaviour before actually making a purchase.
Companies: Since they are the ultimate stakeholders who are going to get affected by the
marketing done by the firms. Any failure may reduce the sales of the company or might also
affect their brand image (Piedfort, 2017). Since they are the main investors in that campaign
hence they must get a return of value for the made advertisements or otherwise they will have
to make the advertisements sooner than thought.
Addressing the issues
In order to address the issues the first and the foremost thing that needs to be done is to
understand the consumer behaviour. This must be done by analysing the trends in the market.
Second marketers must bring new ideas to the advertisements but the idea must not make the
advertisements too unrealistic (Davidson, 2017). Thirdly company must focus on bringing
advertisements that wanders around the central idea and hence use of 4 p’s marketing theory
can be beneficial. Fourth, company shall always make the advertisements that are heart-
warming because that is one of the major things that stick in the mind of the people at the
time of making a purchase. Fifth company must also focus towards using the Segmentation,
targeting and positioning specifically in making the advertisements.
Conclusion
From this article it can be concluded that advertisements is the core of the modern day
business. There are many issues in the marketing done by several companies and hence must
understand the consumer behaviour before actually implementing the advertisements.

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REFERENCES
Davidson, L. (2017) The 10 best Christmas adverts of all time. Retrieved from:
https://www.telegraph.co.uk/business/0/the-10-best-christmas-adverts-of-all-time/
FreePressMedia, (2018) The 4 P’s to Put Marketing Strategy Into Action. Retrieved from:
http://www.freepressmedia.com/blog/article/the-4-ps-to-put-marketing-strategy-into-action
Hammett, E. (2018) Retailers struggle to set festive pulses racing with product-focused 2018.
Retrieved from: https://www.marketingweek.com/2018/11/22/christmas-advertising-2018/
Hanlon, A. (2018) The segmentation, targeting and positioning model. Retrieved from:
https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/
segmentation-targeting-and-positioning/
Kraus, A., & Myrick, J. G. (2018). Feeling Bad About Feel-Good Ads: The Emotional and
Body-Image Ramifications of Body-Positive Media. Communication Research
Reports, 35(2), 101-111.
Marketing week, (2018) The best and worst Christmas ads: Marketing Week picks. Retrieved
from: https://www.marketingweek.com/2018/11/26/best-christmas-ads-worst-christmas-ads/
Piedfort, M. (2017) 12 Bad Ads and Marketing Failures To Learn What Not To Do.
Retrieved from: https://www.workzone.com/blog/bad-ads/