Essay
BTEC Business Level 3 Unit 18 - Creative Promotion Learning Aim B: Distinction Achieved
- Module
- Unit 18 - Creative Promotion
- Institution
- PEARSON (PEARSON)
Different advertisements used This document includes P3, P4, M2, D2.
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P3: Explain the promotional mix used by contrasting businessesBy Ayshe Osman
In this section of my assignment, I will describe the purpose of the different elements of the
promotional mix for Tesco and Nike.
The promotional mix is how a business attempts to communicate
with various target audiences. The promotional mix consists of five
main elements; advertising, public relations, sales promotion, direct
marketing and personal selling.
Advertising in Tesco
Advertising is a ‘method of communicating with the customer and is the area of marketing that
directly involves getting the word out about the business, product or service’. Examples include
print, cinema, TV, online, billboards, newspapers or radio. Tesco uses TV commercials to advertise
their products.
On the 17th of November 2019, Tesco’s Christmas advert was released,
celebrating 100 years of Tesco helping families around the county. The
advert features a Tesco delivery van with the ‘Celebrating 100 Years
Great Value’ logo illustrated across it. The ad begins with the Tesco
delivery man starting his last shift before Christmas Day. He drives by a
man putting up Christmas lights using a ladder, but he drops the lights
on the van, which is then magically transported 100 years back in time. The doors of the van open
and the children surround the vehicle to look at the “food from the future”. Then the van is
transported to outside 10 Downing Street, when Winston Churchill was the
UK’s prime minister. A security guard tells him off for parking outside the
home, but then he sees the basket of Tesco Christmas food, cheers up and
accepts the delivery of treats. In every era, the advert features Tesco’s
Christmas food and drink including turkey and desserts. Finally, the Tesco
worker travels back to modern time, at home where he is greeted by his
three children.
Public Relations in Tesco
Public relations is ‘the practice of deliberately managing the spread of information between
individuals or a business’. This may include a business gaining exposure to their audience using
topics of public interest. The benefits of public relations is that the target market can provide the
target market with more detailed information than they receive with other forms of marketing
promotion and information spreads more quickly. However, the disadvantages of public relations is
that there is a lack of control over message release and a lack of control over message content.
Tesco has started their Christmas 2019 campaign with some public relation
activity, by putting a Tesco delivery van wrapped in fairy lights on the roof of a
house in Knutsford, near Manchester.
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