Assignment 1: Advertising and Promotion

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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
Media
suppliers
Client
companies
advertisers
Advertising

agencies
The
promotions
industry
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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 ( />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

 The monitoring and evaluation of the results: This one can show to the agencies to
know the result after apply their campaigns
Media
suppliers
Supplier of the
promotion
material
Client
companies
advertisers
The
promotions
industry
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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
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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
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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.
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
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