A Report on the Effectiveness of Passive Voice Promotion at Tesco

This report provides a detailed analysis of Tesco's marketing strategies, with a specific focus on the use of passive voice promotion. It delves into the arguments both for and against this approach, examining its impact on customer engagement, brand image, and overall marketing effectiveness. The report explores the technological changes influencing Tesco's marketing function, including the role of social media platforms and the potential for both positive and negative brand promotion. It investigates the capital expenditure associated with passive voice advertising, its impact on customer acquisition, and the challenges of measuring its productivity. The analysis considers arguments in favor of passive voice recording, such as its ability to build a customer base and influence younger demographics, while also acknowledging counterarguments related to the high costs and potential for negative publicity. Ultimately, the report offers insights into the effectiveness of passive voice promotion within Tesco's broader marketing context, drawing conclusions about its overall value and strategic implications.

BUSINESS AND
MARKETING

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Favour....................................................................................................................................3
Against...................................................................................................................................5
CONCLUSION..........................................................................................................................6
REFERENCES...........................................................................................................................7
Books and journals.................................................................................................................7

INTRODUCTION
Business can be defined as organisation enterprises which are engaged in commercial
industrial and professional activities. These may be profitable and non-profitable
organisations which operate for charitable or profitable goals. Marketing is one of the
business functions. this includes attracting the customer toward organisation product for
increasing the sales and profitability of organisation. This includes number of tools like
advertisement promotion activities and many more which establish a relationship between
organisation and customer for selling the product of organisation in context to satisfy the
need of customer (Keegan, 2017). Tesco will consider as a main focus organisation in this
report. It is British retail super giant which is operating at global level. Main headquarters of
the company situated in UK where it operates more than 1500 stores. This will considered on
the topic, promotion at based on passive voice recording should be avoided in the
organisation. There will be a deep discussion on this topic which is related to the technology
within the organisation. There will detailed discussion on favourable and non-favourable
arguments in context to this topic.
MAIN BODY
Favour
There are various changes in the technological environment of a business which also impact
of marketing function and business of firm. Tesco is also facing number of technological
changes in its marketing function. The changes are also related to promotional activities of
the firm. Company use both active voice and passive voice format of promotional
advertisements, which will promote the company as well as attract number of customers
towards the firm. The promotion of passive voice advertisement is increasing day by day for
understanding this we have to identify that what are the measures and things which are
related to passive marketing. In context of Tesco, can be said that customer uses a search
engine locate the business for the phone book to find the phone number of company.in this
method the marketing was done before the need arises or no special event was required to
bring the customer it to the business (Schivinski and Dabrowski, 2016). This type of ads are
generally used where company want to attract that customer towards the product not for now,
but for future.
This type of ads includes the huge amount of capital expenditure this is because for formation
of advertisements and recording the ideas it is important to formulate and contact with

advertisement companies. This company generally demand are huge amount for promotion of
this company's product. This investment is a wasteful expenditure for an organisation like
Tesco. This is because this promotion does not attract large number of customers toward the
organisation, reliability and effectiveness of this type of promotion is also low. The states that
they act as an wasteful expenditure by the organisation and if organisation is in growing
period where it is recovering from the losses then this type of promotional strategy will
decrease the business as well as market of the organisation and increase the burden of loans
and interest. it is difficult to calculate the productivity is of these type of marketing and
promotional strategies this is because active voice advertisement recording does not have
great impact on potential customers of the organisation. This is because in a survey
conducted by Tesco, it is found that major tea of customers ignored these types of
advertisements (Wikström, 2020). And it is difficult to calculate the productivity of the
promotional activity done by the organisation. So, this type of advertisement ads which are
based on passive voice recording must be avoided by the organisation. Best marketing
strategy of using the ads which are based on passive voice recording use social media
platforms as an base for advertisement. According to the study conducted by some
organisations and media persons, social media can be easily trend to negative promotion of
the company. This can directly impact on the Goodwill of the organisation within the market
as other computer can use this advertisement in negative promotion of the organisation as
well as decreasing the market value for their competitive rivalry (Lau and Bruno, Microsoft
Technology Licensing, 2018).
For using this type of advertisement where company can promote its product and services
through the passive voice recordings, it is important to develop a separate department which
have to communicate and co-ordinate with other functions of the organisation. This will also
use huge capital investment which is impossible for new commerce is the companies who are
promoting their functions at low level. If it is talk about it Tesco, Indian companies operating
at joint level where it can formulate different departments for using this type of promotion.
But it is also difficult for a company to make an effective communication between these
department and it will also increase the burden on marketing department to manage is the
work of this promotion department (Buttle and Maklan, 2019). Ultimately well in use the
huge amount capital off company and will have no productive use. So, from about discussion
it can be analysed that there are number of arguments which shows that there must be avoid
action of using advertisement based on passive voice recording because of their low

productivity and huge capital investment which can directly impact on productivity and
profitability of the organisation.
Against
There are some arguments which also against to the topic, promoting ads based on passive
voice recording should be avoided. These arguments are, promotion of company by using the
passive voice recording will increase customer base, this also benefit to the company in
formulating a proper business model and passive voice recording advertisements will also
helpful in influencing the young customers. These are some arguments in favour of passive
voice recording advertisements. The first argument is that this help in promotion of the
company by formulating a huge customer base. This is because this type of promotional
strategy includes social media platforms for promoting the product of organisation.
According to the study conducted by Tesco, social media platform like Facebook, Twitter
and LinkedIn covers more than 40% of the population around the globe. This provides a huge
base of customers to any organisation. This is favourable argument to using the passive voice
recording for promotions (Pearson, 2016).
The second most favourable argument to the use of active voice recording for promotion
activities by the organisation is that the platforms which are used by this type of promotion
have number of capacities which will provide organisation to form a proper program for
promoting their products. It is different from active voice marketing of product but this type
of promotion activities will also attract the mind of customer while doing other practices. For
example, marketing department of Tesco use Facebook and Instagram arise main tool for this
active voice recording promotions where it promote the company product.it have contract
with both service providers that after every ten post a customer will see the advertisement of
company's product (Heath, 2018). This will set a separate picture of the company in the mind
of customer which will directly impact on the sale of organisation as if there is any need arise
in the mind of customer then he/she will use the company for fulfilling their requirement. So
this argument is purely against the addition of promotional ads which are based on passive
voice recording.
There is one argument in against for removal of ads which are based on passive voice
recordings. This argument says that this will help in attracting the younger age group towards
the product of organisation. This can be seen as it used social media platform for promotion
of organisation products directly impact on the younger population. This is because,

according to the data presented by different social media platform, the maximum user of
these platforms is belongs to 15 to 40 age group. This directly states that companies can use
this platform for promotion of their activities and products by using the passive voice
recordings. Attract the younger age group towards the organisation who are willing to pay
more for better services and good quality (Milne and Parboteeah, 2016). In a behaviour study
report published by Tesco, it is also identified that the major portion of the customer base
within the organisation are from the age group of 20 to 40. This type of age group doesn't
believe on bargaining and effective customers who purchase a lot which is a good sign for an
organisation to increase its performance and profitability. There are number of theories which
also state that company have to use the separate segmenting, targeting and publishing
activities which will help organisation in increasing the customer base. This type of
promotion can be effective for the organisation to promote its product and services to
younger age group (Keegan, 2017).
CONCLUSION
It can be concluded from the above mentioned essay that technology is an important
part of business as well as marketing function.it determine the use of promotional strategy
which will impact on the firm's product and services directly. There are number of arguments
in favour and against about the topic of promoting at based on passive voice recording should
be avoided from the use. Both the favourable and unfavourable arguments have the solid base
which cannot be neglected are ignored by an individual while discussing the topic.

REFERENCES
Books and journals
Buttle, F. and Maklan, S., 2019. Customer relationship management: concepts and
technologies. Routledge.
Heath, S., 2018. System and method for providing sports and sporting events related
social/geo/promo link promotional data sets for end user display of interactive ad
links, promotions and sale of products, goods, gambling and/or services integrated
with 3D spatial geomapping, company and local information for selected worldwide
locations and social networking. U.S. Patent 10,127,563.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Lau, J.K.Y. and Bruno, J.P., Microsoft Technology Licensing LLC, 2018. Location and
contextual-based mobile application promotion and delivery. U.S. Patent 9,936,333.
Milne, A. and Parboteeah, P., 2016. The business models and economics of peer-to-peer
lending.
Pearson, S., 2016. Building brands directly: creating business value from customer
relationships. Springer.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2),
pp.189-214.
Wikström, P., 2020. The music industry: Music in the cloud. John Wiley & Sons.