Advertisement and promotion in Business
For a business in order to be
successful in the modern business world, effective use of advertising and
promotion would be fundamental requirement. The present assignment would
explore the marketing communication process by taking Morrison Supermarket as
the core area of study. In the present paper four key learning outcomes would be
achieved which would include scope of marketing communication process,
importance of the advertisement process in the organization setting, below the
line advertisement techniques used by the organizations and lastly planning
mechanism of integrated marketing communication process in the business (Clow & Donald, 2009). The learning outcomes that would be achieved through the
LO1 Understand the scope of marketing
LO2 Understand the role and
importance of advertising
LO3 Understand below the line
techniques and how they are used
LO4 Be able to evaluate integrated
Explain the communication process that applies to advertising & promotion.
Communication process is the process of sharing of information between
two or more people for the purpose of delivering and exchanging knowledge so
that mutual understanding can be build within the communicators of information.
The main components of communication process include context, sender, message
to be shared, medium, recipient and finally the feedback.
Components of Communication Process
Figure1. Showing communication process
In the present context of Morrison super market; there could be several
audiences with which communication system must be established so that
understanding can be developed. Morrison needs to apply communication process
in order to persuade and inform its customer about their products or services (Tom
& Caywood, 2006). In
order to communicate with the customers company need to formulate a message
describing the features and the benefits about their products and services. In
a communication process some of the vital key elements would be source &
encoding feature, signal & channel, decoding & receiver, noise &
feedback. If any of the elements got absent in the communication process then
the transmitted information may distort.
In order to make advertising very effective, it is crucial for the
advertisers to analyze that how the message may be met by the customers in the
market. To make it easy, AIDA model of communication can be used for effective
advertising & promotion by Morrison supermarket. AIDA model of
communication stands for attention, interest, desire and action. It helps in
developing effective communication strategies and communication with the
customers in such a way that better responds to their needs & desires. In Morrison
supermarket AIDA model would help in making an impactful advertisement process
wherein the attention of the customers would be sought first before conveying
message to them. After their attention is sought, organization would make sure
to keep them interested by offering solution their problems. Then the desire
would be created once the customers feel interested to the message conveyed by
the company. In doing so, the promotional planner must create desire for the
products which company wants to offer not which customer wants to have. At
last, as customer have already shown their interest and desire for the
products, final action should be to offer goods or services to them (Schultz & Schultz, 2008). The whole system of communication
process for advertising and promotion purposes guide the marketers to target a
market effectively. Hence, the role of effective communication using AIDA model
can’t be undermined from the overall marketing process.
Applying promotional techniques
Figure 2.Showing AIDA Model
Explain the organizations of the advertising and promotions industry.
Assess how promotion is regulated.
Regulation of promotion can be done through abiding by the rules &
regulations imposed by the regulating bodies for promotion and advertisement.
The regulating bodies lay down rules and laws so as to ensure that proper
standards are followed by the business organizations like Morrison supermarket.
One such authority in UK which has laid down the standards for advertisement is
Advertising Standards Authority (ASA). ASA is one of the key governing bodies
for advertisements in UK and plays crucial role in developing vital rules such
as protecting consumers from unfair trade regulations, distance selling
act, data protection act,
consumer credit act and sales of goods act (McCarthy, 2012).
sale of good act was developed in year 1893 in UK for regulating the contract
for purchase and sale of goods. This act regulates the organizations that
whether they are offering products in good working conditions and to ensure that
the goods are safe and satisfactory for the consumers. The main aim of this act
is to examine that the organizations commitments pertaining to specific goods
or services are true or not.
trade regulations act regulates organizations to not to convey misleading
messages to the consumers and it examines whether the companies are offering
the same which they promise in their advertisements. This act forbids
organizations to use sales techniques which cause consumers harassment, to
claim false credentials, to display false trade mark, to claim false
credit act was established in year 1974 and amended thereafter with minor
changes in year 2006. Under customer credit act there are several restrictions
on the organizations in order to maintain relationship between the debtors and
creditors by way of fair trade practices in the business. The restrictions imposed
can be regarding proper license requirements, avoidance of unfair trade with
the creditors and creditors amounting £ 25000 can be termed as
unfair trade (Matt, 2009).
protection act was developed in the year 1984 in UK and finally amended in year
1988 to be applicable in the present business context. Under this act, provisions
are imposed on maintaining the secrecy of the customer data. The consumer data
has to be erased after some time from the organization database and it must be
only used for the purpose it was taken by the company.
the distance selling act, rules are framed pertaining to online selling process
which enlists the regulations that key information on the product, true contact
details and refund policy etc. must be provided to the customers. Customers
must be informed about dispatch of product or receipt of return and must be
given ample time for checking the product so that in case the product is not as
per the customer needs then they have the opportunity to return the same to the
company (McCarthy, 2012).
Examine current trends in advertising and promotion, including the impact of
Explain primary techniques of below the line promotion and how they are used in
an integrated promotional strategy for a business or product.
3.2 Evaluate other techniques used in below the line
Understanding specific need in health and social care
Follow an appropriate process for the formulation of a budget for an integrated
Carry out the development of a promotional plan for a business or product.
Development of promotional plan for
Morrison’s new campaign named “Let’s Grow” can be given as under:
Morrison background: Morrison
wants to setup a new campaign wherein organizational value of Morrison can
be highlighted to the consumers so as to deal with the current price war
going in the retail industry segment. Concept of fresh fruits and
vegetables needs to be showcased to customers along with habit among
children to grow their fruits and vegetables themselves.
Company analysis: SWOT analysis
for Morrison can be given as under:
distribution channel to accomplish strong supply chain
than 450 stores in UK with employee strength of 130,000
the four biggest supermarkets in UK
from product recall issues
reach for Morrison is limited comparing it with other retail brands in
label demand is increasing which can help Morrison to enhance their
end market for organic products
for manpower deployed
market share is increasing
in government policies
Table 1: Showing the SWOT
Analysis for Morrison
Financial management Assignment help
Product or idea launched: To provide shopping voucher for
consumers at the purchase of every £10 spent in the store which can be
redeemed in the gardening tools, seeds and farming equipments for schools.
Plan the integration of promotional techniques into the promotional strategy
for business or product
Use appropriate techniques for measuring campaign effectiveness
Present paper has revealed the
promotional campaign designed for one of the major retail brand in UK i.e.
Morrison. In order to combat the price war and highlight values for the Morrison
present campaign was designed by making use of the different media types and
promotional techniques. It is expected that Morrison would be able to attain
the objectives for which present campaign have been developed by the