4BUS1011 Marketing Assignment Sample
JOHN LEWIS CHRISTMAS 2021 ADVERT
Section 1
Target customers
The John Lewis advert 2021 is about celebrating the Christmas traditions, released on 4th November 2021. This is a fictional story, “Unexpected Guest”, of a 14-year-old boy who meets with an alien who has crash-landed in a forest near his house (John Lewis and Partners, 2022). The moving commercial tells how a young boy “Nathan” witnesses a UFO crash. In a forest near home, Nathan finds “Skye”, an alien who is highly interested in learning about Christmas. The advert of John Lewis works well as it communicates a powerful story strongly aligned with their brand. The company wants to share with the viewers that Christmas is not only about gifting but moments, including decorating trees and hosting family and friends. The two customer segments that the advert is targeting are those who want to present moments and happiness to others. Another segment is the individuals receiving the moments (Harman, 2021). Thereby, the advert focuses on showing kindness to the strangers this festive season. The retailer wants to praise the segment offering happiness and kindness to others. With this story, the company’s advert intends to teach people about celebrating friendship and experiencing joy during Christmas for the first time.
Section 2
Communications objective
Considering the campaign and the target customer of John Lewis, the communication objective for the company is building awareness and informing. Based on this objective, the SMART goals can be:
| Specific | With this advert, the company specifically wants to inform its audience and know them regarding the brand and the message from the video. Thus, the overall motive is to increase the brand’s recognition and inform the essence of the video, which represents friendliness and kindness towards strangers (Upchurch, 2021). |
| Measurable | However, this objective is measurable, and increasing brand valuation and recognition can do this. It is quite possible to reach a pool of audiences and inform them of whatever the company wants to communicate in this digital age. Thus, the selected communication objective can be measured by increasing brand image, recognition, sales, and thus profitability. |
| Achievable | This objective is achievable by making more and more people aware of the video and delivering the right message (Mogaji, 2021). |
| Realistic | This objective has several benefits as this is valuable in providing information or educating the customers. In the competitive business environment, the customers are required to be informed and attracted in a timely manner to feel connected towards the company and brand. |
| Timeliness | The time frame for this communication objective can be one year. |
Section 3
Communication theory and models
Effective Communication is the most important aspect in delivering any message or visual information. In Advert 2021, it has been evaluated that two major communication models or theories have been implied. These two are presented and described below:
Aristotle model of communication
This is one of the oldest communication models that were designed to evaluate how to become a more convincing and better communicator. It helps to achieve better communication and understanding. It highly creates an effective and positive outcome which would prove out to be highly beneficial. As per the views of Aristotle, one should emphasize five significant elements of communication. The five aspects are speaker, speech, occasion, target audience, and effect. However, it has also been observed that the requisite model of communication does not focus on the feedback’s role in the communication process. Further, the three main elements that can improvise communication as per this model are credibility, logical argument, and the ability to connect. These three elements play an essential role to improvise the communication and make it highly effective. This model is highly aligned with the Christmas Advert video of John Lewis (John Lewis and Partners,2022). This can be explained that the advert also focuses on the five significant aspects described in the Aristotle communication model. Firstly, concerning the occasion, the company has chosen Christmas 2021. This occasion is considered a friendly and loving festival, and thus the company has selected this time. The effect of this advertisement is to generate positivity and friendliness in the target audience. The speaker or the actors within the video are trying to demonstrate the message of helping and distributing happiness on the occasion of Christmas (Ang, 2021).
The speech is the message or idea the company wants to share with this advert. It is to illustrate kindness to the strangers in this festive season. This purpose is for the viewer or the target audience and customers to understand this message. It can be said that this magical story of friendship and the moment of Christmas wants to deliver a kind message to the audience. This advert video is an example of effective communication that generates an emotional and powerful story. The brand wants to connect with the customers by sharing such stories and making everyone happy to celebrate Christmas in a successful manner. Storytelling is a wonderful part of human communication, and the company has used it effectively to influence the customers (Butkouskaya et. al. 2021). Thus, the communication and the essence of the story is a tool that John Lewis has advertised.
Transactional model of communication
Apart from this, another model linked with the advert video can be the transactional model of communication. This communication model clearly describes communication as a due process through which the respective people who communicate generates the social norms and realities. It is believed in this model that communication is done to form intercultural alliances, develop relationships, self-concept and engage with others (Matviiets and Kipen, 2021). In a nutshell, it can be said that communication is not only a process of sharing ideas and realities, but communication is the art of constructing realities. In this model, the role of sender and receiver significantly differs from those in other models. It includes a more comprehensive understanding of context.
For instance, in the video case, the communicator needs to share a kind message and influence the target audience and viewers to construct their realities. John Lewis wanted to make the overall process effective, and thus it has been created in a video form. From the various alternatives, including print, email, social media, blogs, or animation, the form of communication as a video has been used because that is considered the most efficient and popular form of content marketing (Anani-Bossman and Mudzanani, 2021). It also lends itself to the social media platforms beyond the constraints of the television screen. The company has the advantage of this versatility by developing a social media conversation and with the corresponding hashtag. The brand has received attention by merging these two modes of communication.
Section 4
Communication tools
Integrated Marketing Communication or IMC is adopted to unify the marketing communication elements into a brand identity. The aim is that this will remain consistent across different media channels. This IMC strategy allows the organizations and business Enterprises to deliver a seamless and engaging experience, develop the organizational image, and maintain relationships with stakeholders. IMC is a strategic approach to brand communications where different modes come together to develop a seamless experience for the target customers.
Considering the theory of Integrated Marketing Communications, the major communication tools have been evaluated as advertising, sales promotion, direct marketing, personal selling, and public relation. In the context of the selected video, the communication tool adopted is advertising. It has four primary characteristics: non-personal, persuasive in nature, disseminated through the mass channel, and paid by an identified sponsor. With the help of advertisement, the message is disseminated through the mass media contrary to personal selling.
This is considered as a quite cheaper way of reaching the customers. The company has adopted this communication tool to attract customers and deliver brand messages (Juska, 2021). The release of the video at the time of Christmas will positively impact the mass people, including customers. The brand wants to reach a pool of audiences, and thus this form of communication (Harman, 2021). Video advertising has various advantages for any company, including a comprehensive approach, video optimizes for handheld devices, gets the point across quickly, and everyone can understand the message. Advertising is the most efficient form of communication to connect with the customers and engage them in its objective. John Lewis has introduced this advertisement as an early Christmas Present for its existing and potential customers. The company states that it hopes to provide people with Christmas’s fuzzy and warm feeling. Therefore, the message of showing kindness to strangers in this festive season will create a remarkable impact on the people and will get attracted towards the brand (Kapustina et. al. 2021).
In addition to this, it can be said that the images and symbols advertised in the advert help create a distinct image of the company. Brand equity is a key and sensible asset, and with the positive reviews of the video, the company will gain that competitive advantage. Another communication tool applied through this video with the company is public relations. In order to define Public Relations, it can be said that this is a management function that recognizes, develops and maintains mutually beneficial relationships between a company and the public.
However, advertising is a one-way communication tool from the sender to the receiver. On the other side, public relations are derived as a communication tool with multiple audiences, and it uses two-way communication to monitor feedback. This is a primary tool mainly used by public relations practitioners (Das, 2021). The reviews of the viewers and the target audience can be communicated via social media platforms and other interactive mediums. The company can receive feedback via different social media platforms and understand how people perceive their messages. In this over-communicated society, public relations are in the promotional mix. The people are now wanted to share their ideas and opinions regarding the company and its promotional activities. Therefore, this interaction develops an efficient relationship between the company and the public.
Social media and internet media marketing can be identified as another communication tool as per the IMC theory used in the advert video. However, the concept of social media marketing refers to promoting a business or any website with the help of social media channels. This is considered the most powerful marketing medium that defines how people communicate. This is also a low-cost promotional method that reaches the message to a huge amount of traffic (Nagy and Hajdu, 2021). The company has taken help of the social media platforms to disseminate its message and reach throughout the world. John Lewis and partners wanted to connect with people, and with the help of internet marketing or web marketing, it has become possible.
These are the tools following the IMC theory that has been used by the advert 2021. The company efficiently implemented these communication techniques to deliver an authentic message at the time of Christmas. With these communication tools, the company has effectively demonstrated a heartwarming friendship between the two characters in this favourite festive moment. The real focus and motive behind this communication tools utilization are to capture the attention of the public.
Section 5
Success of campaign
Several tools can be used to consider and recognize the success of any digital marketing campaign, including impressions, cost per click, conversion rate, earned mentions, sales, and returns on investment (Muhammedrisaevna et. al. 2021). The two tools which can be used to measure the success of this cited campaign can be the sales volume and returns on investment. Sales volume is an effective way to identify the campaign’s success rate and video advert. With the increased sales performance, it can be identified that the viewers and other customers have considered and adopted the brand message and are satisfied with the communication objective. On the other hand, the success rate can be recognized by the earned value from the investment made by the company. Thus, as per the analysis of these two tools, it can be said that the campaign proved successful and liked by the viewers. Hence, it is evident that the advert 2021 has created a noteworthy and positive impact on the customers and viewers.
References
Anani-Bossman, A. and Mudzanani, T.E., (2021). Analysing the Influence of Public Relations in the Integrated Marketing Communication Process. In Marketing Communications in Emerging Economies, Volume I (pp. 105-136). Palgrave Macmillan, Cham.
Ang, L., (2021). Principles of integrated marketing communications. Cambridge University Press.
Butkouskaya, V., Llonch-Andreu, J. and Alarcón-del-Amo, M.D.C., (2021). Inter-Country Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-Purchase Behaviour in Integrated Marketing Communications (IMC). Journal of International Consumer Marketing, 33(1), pp.68-83.
Das, S., (2021). A Systematic Study of Integrated Marketing Communication and Content Management System for Millennial Consumers. In Innovations in Digital Branding and Content Marketing (pp. 91-112). IGI Global.
Harman, L., (2021). John Lewis Christmas advert 2021 is finally here—what is it about and who’s singing the song? [Online]. Accessed through: https://www.womanandhome.com/life/news-entertainment/john-lewis-christmas-advert-2021-when-will-it-be-released-and-who-is-singing-the-theme-tune/. Accessed on: 7th January, 2022.
John Lewis and Partners, (2022). A story of friendship and magical moments. [Online]. Accessed through: https://www.johnlewis.com/content/christmas-advert. Accessed on: 7th January, 2022.
Juska, J.M., (2021). Integrated marketing communication: advertising and promotion in a digital world. Routledge.
Kapustina, L., Gaiterova, O., Izakova, N. and Lazukov, M., (2021). Digital marketing communications: selection criteria. KnE Social Sciences, pp.181-190.
Matviiets, O. and Kipen, V., (2021). The features of direct marketing and personal selling as a form of marketing communications. VUZF Review, 6(2), pp.139-145.
Mogaji, E., (2021). Introduction to Advertising: Understanding and Managing the Advertising Process. Routledge.
Muhammedrisaevna, T.M., Bakhriddinovna, A.N. and Rasulovna, K.N., (2021, March). Use of digital technologies in marketing. In E-Conference Globe (pp. 281-284).
Nagy, S. and Hajdu, G., (2021). The relationship between content marketing and the traditional marketing communication tools. ÉSZAK-MAGYARORSZÁGI STRATÉGIAI FÜZETEK, 18(1), pp.110-119.
Upchurch, C., (2021). Waiting in Joyful Hope: Daily Reflections for Advent and Christmas 2021-2022. Liturgical Press.
………………………………………………………………………………………………………………………..
Know more about UniqueSubmission’s other writing services:
