University Marketing and Promotion in Business Strategies Report

This report examines marketing and promotion strategies for a luxury car company. It begins by emphasizing the importance of marketing in attracting customers and then focuses on the company's need to target customers aged 55 and older, who are well-established in their professions. The report suggests utilizing social media, particularly Facebook, to create awareness and reduce advertising costs. It highlights the potential of celebrity endorsements on Facebook to engage the target audience and enhance brand loyalty. Furthermore, the report contrasts social media with traditional media, arguing that the former is more effective due to its cost-effectiveness and ability to facilitate two-way communication with consumers. The conclusion reinforces the value of Facebook promotions for the company's luxury cars, given the platform's wide user base and ability to maximize customer engagement.

Running head: MARKETING AND PROMOTION IN BUSINESS
MARKETING AND PROMOTION IN BUSINESS
Name of the student
Name of the university
Author note

1MARKETING AND PROMOTION IN BUSINESS
Introduction
Marketing and promotion enables an organization in seeking the attention of the
prospective and potential customers towards the offerings (Lee & Hong, 2016). In this relation,
the different media and channels that are utilized by the organizations are specifically based on
the preferences of the customers and the type of product that is being positioned in the markets.
The concerned organization of the report aims at attracting the attention of their valued
customers with their luxury car propositions. Therefore, the research will enumerate the manner
in which the organization might channelize its promotions with the objective of creating
maximized awareness among the customers.
Promotion based needs of the organization
The organization has selected its target segment as people of the age 55 years and are
well established in their profession. The promotion based needs of the organization is
specifically reliant on attracting the attention of the specified target market for empowering their
sales figures. The social media campaigns would permit the organization in creating maximized
awareness through minimized cost of advertising. On the other hand, the social media
promotions would also enable the organization in saving the cost of advertising and re-investing
the same on the R&D initiatives of the venture. It has been noticed that more than 86% of the
population in UK falling under the age group of 40- 60 years are active in social media platforms
like Facebook (Lee, Hosanagar & Nair, 2018). The increased rate of engagement of the target
population in the social media platforms would permit the organization in drawing the attention
of the same towards their offerings. Therefore, the organization would undertake social media
promotional campaigns with the objective of encouraging the engagement of the target
customers and improving their sales volume simultaneously.

2MARKETING AND PROMOTION IN BUSINESS
Social media promotion through Facebook’s celebrity endorsement
The organization might take steps to develop a social media campaign through the
utilization of Facebook where the organization would ascertain a celebrity for endorsing the
activity. Celebrity endorsement would support the organization in drawing the attention of the
fan- followers of the celebrity through Facebook towards their propositions. It has been noticed
that more than 86% of the population in UK are active members in Facebook (Voorveld et al.,
2018). Therefore, the organization would be able to target a wider range of market segment
while proposing the luxury car through Facebook. On the other hand, celebrity endorsements
would enable the organization in gaining the interest of the fan followers of the celebrity while
improving loyalty of the customers towards the propositions. Moreover, celebrity endorsement
would also allow the organization in maximizing the impact of brand name through association
of the celebrity’s image. Zhang and Mao (2016) noted that some 93% of the companies utilize
celebrity endorsement schemes with the objective of drawing the attention of the target
customers. Moreover, Jung (2017) opined that Facebook ads has been a platform which
supported the growth of many companies through minimized costs incurred by the same.
Therefore, the organization might make use of Facebook as an effective channel of
communicating with the customers while drawing the attention of the customers.
Social media over Traditional media
Traditional media channels involved a combination of newspaper, radio broadcasts,
television, fliers and the like which attracted the attention of the customers effectively before the
growth of digital or social media platforms. However, after the introduction of digital or social
media platforms and the subtle changes in the fast paced lifestyle of the people, the traditional
media channels grew outdated (Frandsen, Thow & Ferguson, 2016). The active participation of

3MARKETING AND PROMOTION IN BUSINESS
the populations in the social media platforms mandated the organization in developing digital
media strategies for growth and expansion of the venture. On the other hand, the traditional
media required huge investments from the organizations which restricted the R&D operations of
the venture. The introduction of social media channels offered the organizations with an
initiative of developing two- way communication with the consumers as opposed to traditional
media channels (Alalwan et al., 2017). Therefore, advertising through the social media platforms
would enable the organizations in identifying the preferences of the customers in a lucid manner
for empowering dynamic positioning of the propositions (Kumar, Choi & Greene, 2017).
Traditional media offered organizations with the opportunity of making the customers aware of
the propositions. However, social media advertising empowered the businesses in upholding
communication with the objective of developing resources in alignment with the needs of the end
users. Therefore, most of the organizations have moved to social media campaigning through
channelizing their content through Facebook, Instagram or YouTube for developing a stronger
market base while incurring minimized costs.
Conclusion
Therefore, from the above research it might be noted that the organization might
undertake Facebook promotions with the objective of developing a stronger market base for their
new leisure cars. Facebook is being utilized by most of the people in UK and thereby the
promotions through Facebook would enable the venture in developing its market base through
maximized involvement of the target range of customers.

4MARKETING AND PROMOTION IN BUSINESS
References
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), 1177-1190.
Frandsen, M., Thow, M., & Ferguson, S. G. (2016). The effectiveness of social media
(Facebook) compared with more traditional advertising methods for recruiting eligible
participants to health research studies: a randomized, controlled clinical trial. JMIR
research protocols, 5(3), e161.
Jung, A. R. (2017). The influence of perceived ad relevance on social media advertising: An
empirical examination of a mediating role of privacy concern. Computers in Human
Behavior, 70, 303-309.
Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional
marketing on brand sales: capturing the time-varying effects. Journal of the Academy of
Marketing Science, 45(2), 268-288.
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on
social media: evidence from Facebook. Management Science, 64(11), 5105-5131.
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The
roles of emotional appeal, informativeness, and creativity. International Journal of
Information Management, 36(3), 360-373.

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Voorveld, H. A., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social
media and social media advertising: The differentiating role of platform type. Journal of
Advertising, 47(1), 38-54.
Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and to behavioral intentions:
An empirical study of consumer response to social media advertising. Psychology &
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