Report: Advertising and Promotional Activities of Kellogg's

This report provides a comprehensive analysis of Kellogg's advertising and promotion strategies, examining the communication process, organizational structures within the advertising industry, and regulatory frameworks. It delves into current trends like multichannel and online marketing, including the impact of ICT and QR codes. The report explores the role of advertising in Kellogg's integrated promotional strategy, branding techniques, and creative aspects of advertising. It also assesses how Kellogg's works with advertising agencies, sets goals, defines budgets, and utilizes modern tools. Finally, the report details below-the-line promotion techniques such as direct mail marketing, door-to-door marketing, and exterior location marketing used by Kellogg's to reach target audiences and influence consumer behavior.

Advertising and Promotion

INTRODUCTION
Advertising and promotion is the two essential aspects which is adopted by the
companies in order to cater the large number of people for the purpose to make the offering of
different product and services (Frank, 2011). These activities are the integral part of
organizations. The present report discusses about the advertising and promotion activities of
Kellogg's which help in attaining the corporate goals and objectives in effectual form. Different
ways are adopted to review the creative aspects of advertising. Further, different techniques are
discussed that help in the below-the -line promotion of Kellogg's. This report discuss about the
various below the line promotion techniques to offer the product.
TASK 1
A) Stating the communication process which is applied to advertising and promotion
Communication is the most important process that is carried out within various
organizations in order to make other people aware about different products and services offered
by them.
For the advertising and promotion, communication is an essential aspect which is
associated with it. It is an important part for the particular brand which helps in marketing of
products and services to the millions of consumers.
In the present era, business units are becoming very competitive and adopt different types
of tactics to advertise and promote the product with the use of different modes of communication
such as internet, television, etc.
B) Organizations of the advertising and promotions industry
There are different organizations which are responsible for the advertising and promotion
activities of Kellogg's:
European Federation of Sales Promotion: It is the organization which works across
Europe to meet, exchange the ideas to enhance the reputation of Kellogg's and promoted the high
standard sales of the product that is advertised in to the market place.
European Association of Communication agencies: It is an agency that promotes and
contributes in the advertisement of product in a free market economy. It works to encourage
cooperation between different agencies and other bodies in order to advertise and promote the
product.

C) Assessing how the promotion is regulated
Advertising and promotion is regulated in an effective form through combining different
practises and policies that are adopted to regulate the entire operations which are related to the
promotion of Kellog's. It is regulated by the following bodies:
Bar Standards Board: It is the body which regulates the functioning of promotional
activities. It ensures the quality and reliability of product as well as advertises and promotes the
product in a consistent form.
Committee of advertising practice: It is a self-regulatory body that creates various
broadcast and non-broadcast advertising codes that are administered by the Advertising Standard
Authority. Committee of advertising practice revises the codes and helps ASA to enforce them.
D) Examining the current trends in advertising and promotion and impact of ICT
Advertising and promotion are the paid activities that are carried out by Kellog's to gain
the attention of consumers towards the products and services which they are offering.
There are some current trends in advertising and promotion that are discussed below:
Multichannel Marketing: Kellogg's, makes the use of multichannel marketing for the
purpose to promote its product in front of different groups of people.
Online Marketing: Nowadays, people make use of internet to fetch the information
related to different products and services which are being offered to them. Kellog's makes use of
this to advertise and promote its products.
QR codes: It is a recent trend that is adopted by Kellogg's. Through using this, customer
is able to scan the information about the products and services of company. With the use of
smart phone, consumer is able to evaluate entire information about the product.
Impact of information and communication technology on the organization is that
different devices are being used to advertise and promote the product as well as communicate
with the large customer groups.
TASK 2
A) Role of advertising in an integrated promotional strategy for Kellog's
Advertising and promotion plays a very important role in any success of the product and
services which are promoted with the help of different channels. The role of advertising is an

integrated promotional strategy for Kellogg's. As It spends the large amount for the
advertisement and promotion of the products (Pinto, 2010.).
Advertising is the tool that is adopted by the company to market the product to the
different group of people are present within the customer groups. In the organization, the
different roles are being played with the combination of the various techniques through which
the product of Kellogg's is being promoted into the market place. The product range of Kellogg's
is very large as it consists of different product and services. Kellog's adopt the different
promotional strategies to promote the product to the different groups of people with the
adaptation of the different integrated strategies.
Nowadays, people are becoming more technology friendly so Kellogg's make the use of
the modern technology to advertise and promote its product to the customers (Miles, 2013).
With the online promotion of the product, Kellogg's make the sells of the product as the people
are obtaining the information about the product while surfing over the internet.
Along with this, Kellogg's also adopt the traditional advertising techniques to promote the
product to the different segment of people while making use of the respective means of
communication. They follow the different tactics to make the target audience familiar with
product which is promoted in the market place that is catered by Kellogg's. In addition to this,
the promotional activities are integrated in such form that the customers are influenced to make
the purchase of the product of Kellogg's. Hence, it can be stated that the advertising with the help
of different tools and tactics helps in the integrating the promotional activities of Kellogg's.
B) Explaining branding and ways it is used to strengthen a business or product
Branding is the aspect that is associated with the product which provide uniqueness and
clear image into the mind of the customer in relation to the product which is being offered to
them by the particular brand (Middleton, 2010).
With the adaptation of the multichannel marketing Kellogg's can makes the use of
multichannel marketing for the purpose to promote its product in front of different groups of
people. Nowadays, people make use of internet to fetch the information related to different
products and services which are being offered to them. Kellog's makes use of this to advertise
and promote its products. The online means are beneficial for the business to make the offering
of the product. Hence, the promotional activities are adopted in order to strengthen the overall
position of the product into the market place.

C) Reviewing the creative aspects advertising
From the following report, it can be reviewed that advertising is the best tool and
technique which is adopted by Kellog's to integrate the promotional strategy in effective manner
(Hazelwood, Lawson and Aitken,2009). However, the management plays an important role in
promoting and advertising the product to the large number of customer so that desired results are
attained. Further, there are creative aspects that are associated with the advertising of Kellog's.
With the adoption of the different approaches, the product of Kellog's is being advertised
to the different target groups. There are different creative aspects that are discussed below:
Brand Strategy: This is the strategy which is adopted by Kellog's to interact with the
target audiences to make the offering of the product that helps in catering the large number of
customer. Hence, Kellog's adopt the proper means and strategy to attract the different groups of
the customers.
Layout: Advertising and promotion provide the proper layout to Kellog's to deliver the
panned message to the group of people which is being targeted. Through this, Kellog's is able to
provide and advertise the accurate information to the different groups of people (Heding, and et.
al., 2008). This will influence the buying behavior of the customer to make the purchase of the
product and services.
Message appeals: With the use of this, Kellog's can make the direct appeal to the
customer groups so that the customer are able to make the purchase related decision in context to
the product and services which are being offered by them (Green, 2012). Through this, Kellog's
would be able to cater the large customer groups and make the appeal of the product to them.
D) Examining the ways of working with advertising agencies
The advertising agencies are those organizations which work into a parallel form to
create, plan and handle the advertisement and promotional activities in an effective and efficient
manner. There are different ways that are examined by the advertising agencies to promote theirt
product into the market to the different target groups.
Setting of the goals: Kellogg's is becoming very competitive and adopt different types of
tactics to advertise and promote the product with the use of different modes of communication
such as internet, television, etc. along with this, the determines the clear goals and vision about
the product that they are going to make the offering into the market place.

Defining the budget: Along with this, the budget is being determined for the advertising
and promotion of Kellogg's which makes the use of multichannel marketing for the purpose to
promote its product in front of different groups of people (Gurau, 2008). Information and
communication technology on the organization is that different devices are being used to
advertise and promote the product as well as communicate with the large customer groups.
With the modern tools and techniques, Kellogg's will be able to create awareness to the
large number of customers and will make the offering over the larger scale. In this, Kellogg's
would be able to deal with the customer face to face and can easily influence the buying behavior
of the customers. Through this, Kellogg's will be able to catet the large groups of customers to
the different segments.
E) Stating the primary techniques of below-the -line promotion and ways they are used in
integrated promotional strategy by Kellog's
There are different techniques that are adopted by Kellogg's to promote and advertise it
product to the different segment of the target audience. The below-the -line promotion technique
is the technique which is adopted by the brands to market the product and services for the short
span of time for the different groups of people (Hazelwood, Lawson and Aitken, 2009). Here, the
communication is being done with the adaptation of the direct means of communication.
This technique make use of the different promotional activities that helps in catering the
large number of customer groups more quickly and in efficient manner. Different ways are used
in integrate the promotional activities and make the connection with the large number of target
audiences. It is discussed below:
Marketing through direct mails: With the adoption of this technique the marketing can
be made more attractive as Kellogg's can inform the target audiences about the new product by
dropping the mail into the inbox of the different customers (Strategies and Techniques for
measuring advertising campaign. 2011). It must be very professional and informative so that the
customer is able to gain the effective amount of knowledge about the product which is being
offered.
Door to door marketing techniques:This is the techniques that helps into the promotion
and advertising of the product from door to door. Through this, the marketing of the product of
Kellogg's is done from person to person. It is the most popular form of techniques that is adopted

by the brand to cater the large number of customer groups so that they can expand their selling
criteria.
Exterior location marketing: This is the technique which is adopted as the means to
promote the product to the target audiences by conducting some sales or other events. Kellogg's
make the use of the people who are employed outside the location to promote and advertise the
product and influence the buying behaviour of the customers.
Email marketing: It is the most important form of marketing which is adopted by
Kellogg's to promote the product into the market place and communicate with the target audience
so that the product is being offered to the large number of customers (Guffey and Loewy2012).
Through this, the marketing of the product is done to cater the large customer groups.
F) Evaluation of the other techniques used in below-the -line promotion by Kellog's
From the above stated techniques, Kellogg's also adopts other techniques to promote the
product in to the market place in which it operates. These techniques help in making the
advancement in promotional strategies which are adopted by Kellogg's to enhance the level if
marketing and promotional aspects. The other techniques used in below-the -line promotion by
Kellog's are discussed below:
Direct marketing: With the adaptation of this technique, Kellogg's management level
would be able to cater the customer by make the offering. There are several tools that are
selected in order to make the offering (Hackley, 2003.). Likewise, they make the use of the
modern tools to promote and advertise the product to the different groups of people. With the
modern tools and techniques, Kellogg's will be able to create awareness to the large number of
customers and will make the offering over the larger scale. In this, Kellogg's would be able to
deal with the customer face to face and can easily influence the buying behavior of the
customers.
Events: In today's context, certain companies adopt this technique to advertise and
promote their product among the target market place for the customers. With the organizing of
the events the product of Kellog's is being promoted into the market place in which it operates
(Churchill and et.al., 2000). The entire functioning is carried out in such a manner that
sponsorship is being obtained to promote the product of Kellog's over the large scale and expand
the customer base. Through this, Kellog's would be able to promote its product into different
countries and to different people.

Trial use or free sampling: Through the use of this technique, Kellogg's would be able to
attract more customers towards it as the customer will be able to make the use of the product
before making the purchase of the product. Through the trial use the customer will be aware
about the qualities that are comprised into the product which is promoted with the adoption of
different means and channels. Hence, Kellogg's would be successful in catering the large groups
of customer with the adoption of these techniques.
CONCLUSION
From the present report, it can be concluded that with the best advertising and
promotional activities the particular brand is able to cater the large number of customer groups.
In order to survive into the competitive world, Kellogg's adopt the different techniques to
promote the product with the different tools and techniques. This can be concluded that with the
adoption of the appropriate strategies, Kellogg's is able to make use of it in a proper form. These
strategies helped in catering the large customer base along with the advancement in the
promotional and advertising techniques. Hence, the promotional activities readopted in order to
strengthen the overall position of the product into the market place.

References
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