Assignment 1: Advertising and Promotion

It is accordingly a fundamental principle of all involved in achieving the strategies, goals and objectives of Tiger Brands that those who are involved today in achieving these objectives, are sensitive to the needs of those who follow tomorrow.

Assignment 1: Advertising and Promotion

Introduction

It is accordingly a fundamental principle of all involved in achieving the strategies, goals and objectives of Tiger Brands that those who are involved today in achieving these objectives, are sensitive to the needs of those who follow tomorrow

Tiger Brands has its origins in the first quarter of the last century and has been able to achieve its current position in South African society through its appreciation that whilst there are always short-term goals, there remain long-term obligations to the society of which we form part

Tiger Brands is committed to making a difference to the lives of all South Africans, whether they be our loyal consumers, our employees, our suppliers, our customers or the communities in which we live and work Our basket of powerful brands results in our products and brand names being found in most homes at all levels of our society

I Structure, role and relationships between parties in the communications industry and Tiger Brand organization.

The structure of the promotion industry is relatively is a relatively complex one, with many thousands of companies supplying specialist services Although some

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advertisers prefer to buy these services directly themselves, the very complexity of the situation, both in the past and also currently, is the reason for the continuing existence of the advertising agencies

Figure 1: Simplified structure of the promotions industry

1 Agencies

Advertising agencies

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Although these still tend to be called advertising agencies they do in fact provide

a wide range not only of promotion services but also marketing services An ad agency or advertising agency is a business or service dedicated to planning, handling and creating advertising for clients These agencies are independent of clients and provide their skills and views to sell client’s services or products.

Advertising agencies can also manage branding strategies, marketing and sales promotions for its clients ( http://ezinearticles.com/?AIDA-and-Dagmar -Models-for-an-Advertising-Agency&id=216869 )

The main one includes

 The planning of campaigns: The Company should have the planning of

campaigns about advertising and promotion

 The deign of creative components: That means, agencies must have new deign of creative components to attract customer’s concern about their advertising

campaign

 The scheduling and buying of media: there are many ways to advertising such as: Internet, TV, Newspaper, radio…so Agencies can choose one of methods to advertising However, Agencies should also concern to the scheduling to

advertising For example: they should advertising on TV about 8h30 PM, that is the time which have so many viewer watch TV after a day for work

 The buying and integration of other promotional materials: The planning of campaign can be used other promotion materials such as Public relation, direct mail…

 The administration and accountancy for the process: This is very important and necessary for agencies to know how many products they sold and how much money they received

 The implementation of campaigns: That is key step to attract customers

Supplier of the promotion material

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 The monitoring and evaluation of the results: This one can show to the agencies to know the result after apply their campaigns

2 Clients

These are properly known as “advertiser” and are really the lynchpin in the whole structure The role is very obvious one which can be summarized as:

 Providing the original need for the campaign

 Selecting and briefing the agency

 Discussing and agreeing campaign plans

 Integrating the promotional planning into marketing planning

 Evaluating and controlling the campaign

 Financing the whole process

3 Media Supplier

The Media supplier consist of the commercial television commercial radio

companies, newspapers and magazine owners, poster companies and a whole variety of new media owners The media supplier have important role, it can be introduce and advertising the products to customers That is necessary for advertising in media when agencies lunch a new product to the market The media supplier will help customer know more detail about this product, the strong points about this product, how to use it and how

to use it to get the perfect result

4 Suppliers of the other promotional materials

A vast range of other specialist suppliers exists, from printers to producers of promotional gifts, from exhibition organizers to co-ordinators of corporate hospitality These specialist services are provided cost effectively and are brought directly by client companies or managed through advertising agencies

Relationship between parties in the communications industry and tiger brand organization

Tiger brand focused on domestic food, fishing, consumer healthcare,

Pharmaceutical and export operate…so that advertising is necessary for them, they should advertise for each product in different ways In my opinion, through newspaper and TV is best ways to introduce their products to consumer, because of the

popularization of the TV and Newspaper Nowadays, everybody live with the television, television appear in everywhere in the world There are so many people watch television each day So that is very good ways for tiger brand to introduce their products Besides, Newspaper is very useful, the model people style have trend to read newspaper to get the news in the world So, I’m sure that They have no forgotten to read the advertising of a new product of the big brand name like Tiger Brand Furthermore, Tiger brand have website (http://www.tigerbrands.co.za/Investor/InvestorCentre/2006Results/

AnnualReport/index.htm)

In this website have all information about tiger brand The customer can easy to find all products and service of tiger brand here

II Current trends in advertising and promotion and their impact

Advertising and promotion have important role to diffuse the products to customer The objective of advertising and promotion are how to attract the concern of customers about their products So that, the advertising should focus on the trend of buyer and the psychological of customers when they buy goods In this report I will show the current trends in advertising and promotion and their impact and suggest to Tiger brand how to get the current trends

How do you think a product that can reuse the material after used it For example: You buy a box of cereal after used cereal you can reuse the box to contain other things

So I think, tiger brand should focus to this strong point of product to advertising, this is one of the strategies to target to the psychological of buyer This may be having good impact to customer to concern about tiger brand’s products

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The next trend of advertising is tiger brand can use “intelligent design” you can sent the message or the lovely slogan through the box of product For example: in the box of cereal you can print the message like “Tiger Brand always beside you” I think this kind of advertising can impress the products and service of tiger brand and make the customer have special view about their products

Furthermore, the daily life of the model people are so busy, they have tired with their work, they are more tired with the overload of traditional adverting and promotion

So that, tiger brand should make a different in advertising For example: tiger brand can make a funny film for their products, that can help customer relax and maybe impressive with customer about this product

III Models to access the impact of advertising and promotion on customer

behaviour

Response hierarchy models attempt to predict the sequence of mental stages that the consumer passes through on the way to a purchase Some of the major response hierarchy models are

 The AIDA model

 The adoption model

 DAGMAR Defining advertising goals for measured advertising response (Colley 1961)

 Lavidge and Steiner’s model

AIDA DAGMAR

Unawareness Figure 2: Response hierarchy model Source: Smith and Taylor, 2002

a AIDA

AIDA Concept : a formula used in selling to produce a favourable response from a customer (http://en.mimi.hu/marketingweb/aida.html)

 A- Attention

 I- Interest

 D- Desire

 A- Action

The AIDA model states that advertising agency should know how to draw

attention of a buyer to get the customer interested by exhibiting its advantages, benefits and features Interest is followed by desire It is advertising agency’s duty to create a desire in a buyer to buy a specific product

All three steps of the AIDA policy will help you to stimulate the action towards the purchase of a product AIDA theory guides and leads you to build a better advertising

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business BIG B’s of advertising world have followed AIDA to generate good

advertisement campaigns

(http://ezinearticles.com/?AIDA-and-Dagmar -Models-for-an-Advertising-Agency&id=216869)

b DAGMAR

Term DAGMAR is an acronym for Defining Advertising Goals for Measured Advertising Results According to DAGMAR, a sale must carry a potential customer through four stages:

 Awareness

 Comprehension

 Conviction

 Action