Unit 2 Advertisement and Promotion H&M Assignment
Unit 2 Advertisement and Promotion H&M Assignment
Through unit 18 advertisement and promotion H&M assignment different perspectives and concepts related to the advertisements are explained. The case study of H&M has been used as chosen organisation. The communication process that applies to advertising and promotion are explained. A brief explanation of the organisation in the advertising and promotions industry to the H&M management has been provided. There are different regulatory bodies which have the responsibilities to monitor and control the approaches of the advertisements agencies. These regulatory bodies are explained to access the regulation measures of promotion in UK. Different current trends in advertising and promotions, including the impact of ICT over the advertisements and promotions are explained. Description of the function that advertising play in an integrated promotional strategy for the H&M has been provided. Explanation of branding to strengthen a business such as H&M along with the definition of the branding has been given in the report. The creative aspects of advertising in the context of H&M have been reviewed. The range of ways of working with advertising agencies has been explained briefly.
2.1 Provide an explanation of the role that advertising could play in an integrated promotional strategy for the H&M
Communicating with the customers is necessary for the marketing strategy of the organisation. Advertisements have been referred as the proper communication tool which has been used by the organisation to promote the products and services and increase their brand image. Advertisements are used by the organisations as the prime methods to communicate with the customers. (Ngwenya, 2011) The advertisements are efficient in promoting the products or brand among a mass population cost and time effective way along with proper media vehicles. In the recent competitive market for placing the similar products in the higher preferences needs the advertisements with modern technological implications. These are also effective in targeting a larger size population of customers.
Through advertisements the organisation H&M provide proper information about the products which and also stimulate the customers’ intention of buying the products. The advertisements are developed to make competitive approaches in the market through convincing the customers about better quality and prices of the products than the competitive organisations. The customers have the details of the products along with the sales and discount offers through the advertisements. These advertisements are used as the medium to provide the products’ information to the customers and to make them chose the products by comparing with their needs and desired standards, quantity and price. (Okada, 2012)
Integrated marketing strategies the collaborative approaches of marketing which are developed by using the connected tools of promotional mix in order to achieve the objectives of the organisation in the marketing. There are different strategies which are related to the integrated marketing such as direct selling, sales promotions, public relations, personal selling, advertisements etc. among these advertisements are the most common tools which are used by all organisations. (Okada, 2012) Within the integrated marketing strategies the advertisement has a significant role which are beneficial for the organisation H&M. There are different advertising processes which can be used by H&M. Through sponsoring different events like musical concerts, sports events they can attract specific segments of target audiences. Through online advertisements the management of H&M can approach different customers with different pursuits in worldwide measures. Advertisements through T.V., newspaper and billboards with attract local customers. (Ngwenya, 2011)
2.2 Include an explanation of how branding could be used to strengthen a business such as the H&M. Include a definition of branding in this section of your report
Branding is the tool which has been used for creating the unique brand image and the products associated with the brand within the market as well as in the mind of the customers. The branding has been through different advertisement campaigns with a reliable theme. It has the aim to establish a noteworthy image of the brand and place differentiated existence of the brand within the market. (Franch, and Albiol, 2013) Through branding the organisations like H&M tends to attract different customers and retain the loyal customers. The brand is the value of the organisation. The branding refers to the services and the positioning of the products along with the organisational culture. The branding is done with the aim to establish trust among the loyal customers as the loyalty of the potential customers is dependent on the trusts towards the brands. Through the branding approaches the H&M provides proper information to the customers or idea about what they are purchasing and what expectations they can place from the brand.
There are different steps in the branding which are used to strengthen the business image of H&M:
- The H&M must outline the vision and mission of the business and linked them with the marketing objectives and strategies. The objectives of the marketing should be linked with the products and their ability to persuade the current trends over the garments and accessories. (Huda, 2013)
- Target markets should be defined within the branding approaches. H&M can target all genders with higher and middle class income status to place the products. According to the target customers and their interests or perspectives the branding approaches would be developed.
- Next step of branding process is the value proposition where value of the products and their ability to satisfy the customers are defined. (Huda, 2013)
- The distinct features of the products than the other competitive similar products and their ability to satisfy the customers’ requirements or the benefits of the customers in purchasing these products are including in the brand approaches.
Within the branding of H&M the brand logo of the H&M should be included which would define the uniqueness of H&M as a brand. By making the marketing strategies or including the tools of the marketing the branding is done. Regarding the branding of the H&M the organisation can use the campaign for increasing the customer awareness about the brand.