Marketing Communication for Integrated Advertising and Promotion

Question: Discuss about theMarketing Communication for Integrated Advertising and Promotion. Answer: Introduction Woolworths Limited is one of the largest Supermarket retail supermarkets of Australia, which uses various effective modes of marketing in order to communicate with target group of customers. The purpose of this report is to analyse a piece of advertising of Woolworths supermarket which was published in one of the popular newspaper in Australia, The Telegraph on 1st February 2013. This piece of advertising is mainly in print media as it uses attractive graphics and pictorial representation of product description. This piece of advertisement has also been published in online. The report will highlight upon the communication technique processes used in the chosen piece of advertisement. It will also critically analyse the market segmentation and branding strategies used by Woolworths. The process of integrated communication marketing techniques will be described in detail in context of the chosen advertisement piece. Marketing Communication Process Marketing communication process consists of various types of integrated activities, which is aimed to send message to the target group of audience. Well-coordinated promotional program can also be developed with the help of effective Marketing Communication which can help to rise the and among the target group of customers (Chitty et al. 2015). It is important to mention that in the context of the recent times, marketing communication is one of the Essential elements that are used by all large scale company in order to build a healthy relationship with the customers. In the given piece of advertisement, of Woolworths, this is about the Fresh fruits and vegetables that are available in their Store, is aimed for all group of people. There are various element related to the marketing communication process, which includes all groups of people and the stakeholders (Moriaty et al. 2014). In the given case, of the chosen advertisement the target group of audience includes all the people of Australia, who are cautious about their health and likes to have Fresh fruits and vegetables at much lower rates. One of the important aspects of the messages that have been used in this piece of advertisement is that the company has described the price of each product. Along with that the company has also Delhi got a strong corporate social responsible message, which aims to raise the awareness among the people about providing donation, to help the socially backward classes in Australia. The message also contains detailed description of the total amount that has been collected by Woolworths for recovering the social situation of various backward class communities, who has suffered disaster. With the help of this effective communication process, it is possible for the company to reach out to the target group of customers and raise their awareness level above corporate social responsibility. It is also increasing the customer to buy products from their stores in order to contribute the backward classes of the society. Integrated marketing Communication In Integrated Marketing Communication techniques, business organisations use various types of messages that are linked together. This help to promote the image of the organisation and raise the level of brand awareness (Clow and Baack 2014). It is also possible to optimise marketing strategies with the help of Integrated Marketing Communication techniques. In the context of the chosen advertisement piece of Woolworths, it can be said that the prices of various fruits and vegetables have been mentioned along with their nutritional value. This message has been integrated with an important message related to the corporate social responsibility of the company, which includes contributing to the socially backward class. The integrated message of social responsibility encourages the customers of Woolworths to make donation to the local store that will be used for helping the community at various backward sections of Australian society. The integrated communication process also helps the co mpany to build a strong relationship with people of various section of the Australian society, which even includes the Australian farmers. Hence, with the help of integrated communication technique, it is possible for the company to reach out to a wider group of audience and increase the level of their awareness related to the branding and corporate social responsibility. Critical Analysis of Market Segmentation and Brand Positioning The help of brand positioning techniques, it is possible for business organisation to build a sustainable position within the market and raise the level of awareness and when consciousness within the target group of customers (OGuinn et al. 2015). In the given piece of advertisement, the company seeking return level of brand affinity by delivering the message of fresh fruits and vegetables that are available in the Woolworths stores. This technique will help to elevate the brand image, due to the fact that the company is offering fresh fruits and vegetables at low cost. Advertisement can also be compared with various rival brands of Woolworths as they are using aggressive pricing techniques in order to gain competitive advantage. The message that is used in the piece of advertisementis also in for a definite segment of the market. The advertisement is mainly aimed for the people, who are conscious about the pricing and quality of food products they are purchasing. With the help of the corporate social responsibility, which is also a part of this advertisement, the company can target a certain group of people who are concerned about improving the social condition of backward Class Section. Hence, it can be said that, with the help of effective message and graphical representation and attractive font writing, it is possible for Woolworths to elevate the level of brand awareness among the target group of customers. Moreover it is important to mention that the advertisement is name for a larger segment of the Australian consumer, as fruits and vegetables are basic requirements for all groups of people. Conclusion Overall it can be concluded that, in the chosen piece of advertisement of Woolworths that is published in print media it is possible for them to deliver and effective integrated message. This message can ultimately help to deliver effectiveness and raise the level of brand consciousness among the target group of customers. Reference Chitty, W, Luck, E, Barker, N, Valos, M and Shimp, TA 2015, Integrated marketing communications, 4th ed, Cengage Learning, Melbourne. Clow, K and Baack, D 2014, Integrated advertising, promotion, and marketing communications, 6th ed, Pearson Education, London. Moriaty, S, Mitchell, N, Wells, W and Brennan, L, 2014, Advertising: Principles and Practice, Australasian 3rd ed, Pearson Education, Sydney. OGuinn, T, Allen, C, Semenik, R and Scheinbaum, A, 2015, Advertising and integrated brand promotion, 7th ed, South Western Cengage, Mason, OH.