Communications opportunity evaluation and theory application marketing essay



In this report, I am using the recent study executed for The Co-operative Convenience Shop and theories from my course and other advertising related resources to analyse and discover communication strategies for The Co-operative. The goal is to identify the right method the store can use for communicating with their customers in the manner they will understand and help the retailer to re-brand its impression. For this, I am discussing the use of persuasive communication to overcome barriers and enhance options for success.

Persuasive connection has been defined as the process by which people attempt to impact the beliefs or actions of others with connection in a way they will figure out (Kotler et al, 1999). Oftentimes, persuasive communication involves persons who are important to each other and takes many forms for instance verbal, non-verbal, written or visual. It flows in both directions; parents influence children, children influence parents, and good friends influence each other. Regarding the Co-operative store, the main market are its crucial stakeholders, most especially the customers and the people within their environment who will be their potential consumers. Therefore, well-organised and targeted adverts in the neighborhood media can impact the behaviour of clients in a positive method for The Co-operative stores.

According to the theory of persuasive communication, entrepreneurs must first identify the prospective audience (users, nonusers) they want to address through the utilization of communication. They then need to decide on the objectives of the connection (build reputation, increase product sales, brand recall), message design and style (structure and presentation), and media planning (printing, television, radio, etc). Searching at the result of the recent market study for Co-operative Store, there are many barriers, which can be overcome with persuasive connection. Some of the barriers to overcome are the falling photo of the retailer that had failed to draw in younger buyers, inconsistence of interaction and blurring of perception. These could be changed with the use of persuasive communication through one of marketing mix techniques.

Promotion activities could be broad, either targeted at the market as a whole, which is recognized as mass communication techniques, or aimed at individuals, which is known as direct marketing. The entire techniques available are known as the marketing mixture. It include seven main elements namely advertising, sales advertising, publicity, sponsorship, direct advertising, online marketing and personal advertising. As the number of promotional techniques expands, there can be an increasing need to co-ordinate the communication and their execution. It is because advertisement is handled by advertising division, whereas personal selling tactics are managed by sales department that could lead to a lack of co-ordination. Consequently the adoption of built-in marketing conversation (IMC). IMC is something where companies co-ordinate their advertising communications’ tool to provide a clear, consistent, credible and competitive message about their sore and item (Chris F, 2005). The application of this idea of integrated marketing conversation can cause improved consistency that is a barrier to overcome by the Co-operative store, and to a clearer positioning of the retail outlet and its own products in the thoughts of younger shoppers who they have up to now fail to attract.

Looking at among the characteristics of persuasive communication, it focuses on the prospective target audience and build its message around them instead of diverting its interest on the key gist of the message. For example, when working with persuasive communication, the retail store needs to talk to its segment of buyers and use key styles that will attract younger consumers and lay focus on the benefits which may be gained from shopping from them, in term of good quality items at a cheaper price tag with many options to select from. Using myself as an example, I hardly shop at the co-operative because I’ve less disposable income as students. Therefore I will look for the good bargains that TESCO (Every little help) & ASDA stores definitely advertise and explain to their target audience.

In order to get over these barriers, marketing communication should be planned and evaluate properly. The process will get started by searching at the store’s overall online marketing strategy, its positioning strategy and its own intended target audience. Because the aim is to improve the attitude of young shoppers and be more consistent with a switch of the blurring perception, in that case advertisement will play a significant role in effecting these adjustments. However, this strategy should be integrated with the different marketing mix elements. The Cooperative will need to set objectives because of its IMC campaign which should be quantifiable. For instance, one of the objectives could be to increase awareness among young shoppers by 75% since it was just 25% that start to see the store as being a modern store. The next stage for them is to determine what to say (the communication decision) and where and how it is going to say it (the promotion mix decision).

There are many opportunities to derive from the utilization of persuasive communication. Persuading clients if successfully completed are certain to get the attention of the target crowd and change their ordering behaviour. For instance younger customers may begin shopping from despite the fact that they don’t like to shop from co-operative store before. As a result of the result of consumers’ pull they could switch their behaviour and be loyal to the shop. In this manner the customers may start spreading words of mouth for the Co-operative Shop because of persuasive communication, which will be far better than media means of promotion. This strategy gets the potential lead to persons patronising the store because as human being, we will trust what our good friends say about certain store based on their personal experience than counting on what is being advertised. So as the news spreads, it will cause increase in product sales and increase their industry share. Opportunities for expansion of the retailer can arrive because of increase in sales; personnel may be extra motivated as the victory of the store could lead to more bonuses for them. Furthermore, increased market share signifies that the retail outlet can compete more also on selling price or on quality or increase their talk about value in the stock exchange market. All these can be a result of a successful persuasive communication.

Communication Strategies and Marketing campaign Evaluation

For Co-operative store to develop a distinctive communication strategy and plan evaluation, they’ll need to develop a suitable objective(s). A set of guidelines has been developed which is refer to as SMARRTT objectives. It represents the level of detail that targets should aim to achieve. It is a development from ‘SMART’ goals that are described by some other authors. SMARRTT objectives are Particular, Measurable, Achievable, Realistic, Relevant, Targeted and Timed

The procedure for making an targets to be SMARRTT will require management to consider their goal regarding what should be realized in term of when, where and which target audience needs to be target. This concentration thinking will provide a clear measure of evaluation when the marketing campaign has finished.

Specifying their targets, co-operative store should be:

Specific because objective should be clear, precise and give direction about what is usually to be achieved. In doing this, they can overcome the problem of inconsistency of connection and blurring of perception.

Measurable just because a quantified measurement statement for example, a share or absolute total achieve will enable precise evaluation of the campaign.

Achievable since the resources must be available to achieve the set goal and if not really attain, those responsible to attain the goal will be de-motivated which can have a great effect on the impression of the store.

Realistic because even with the adequate resources, the objective should be capable of being met. In term of solutions, the retailer has it but have to set an authentic objectives for example you won’t be realistic to set an objective which will aim to have the best market show among its rivals such as for example ASDA and TESCO within a calendar year.

Relevant because goals should befitting the task accessible.

Targeted because all goals should be related to the mark audience which has being addressed and should be give attention to them. The store has several objective and can therefore need a different objective for every.

Timed because a clear timeframe indicating when target are set to come to be achieve enable the advertising campaign to be very well monitor and analysis to come to be undertaken (David et al,2009).

Having had SMARRTT goals, it is important that interaction should affect the mind of the prospective audience so that you can attract younger shoppers. Likewise, to aid the knowing of the young shoppers, it can be a good idea to look at DAGMAR and AIDA (defining advertising and marketing goals for measurement advertising and marketing responses) and AIDA (attention, interest, desire and actions). these will provide a yardsticks for communication objectives by trying to split up the many mental stages a customers goes through before buying.

Having performed this, Co-operative will have to consider the promotional blend which consists of seven elements and decide of the suitable one for the prospective target audience. They are: advertisement, product sales promotion, publicity, sponsorship, direct marketing, internal advertising and personal marketing.

To decide on the element to select, Co-operative will have to know which of these seven will be more suited in term of achieving their target audience and having positive impact on where they buy from.

They will also need to have a structured approach to evaluating the strength posture of their retail store by determining its strengths, weakness, chance and threats (SWOT). The power and weakness are the actual position of the business enterprise while options and threats represent upcoming potential. This will provide them with a simple method of generating the outcomes of the marketing audit.

The business world is dynamic these days this means businesses will be confronted with many uncontrollable elements. For co-operative to perform an effective marking campaign, it’ll be important to consider external factor which can have a great effect on their store’s performance. The PEST acronym provides them with a useful starting point to scan their business vicinity for any of the changes factors that straight or indirectly have an effect on their business so that when advertising, they will fully have sufficient information about their environment and learn how to start the media way (David et al, 2009).


Political, this involve legal and regulatory.

Economic, these are things such as routine of recession and boom and global economic shifts.

Social are things such as new ideals, attitudes, lifestyles, ethics, and demographics.

Technology, this is one way technology make a difference their business in either confident or negative ways such as for example internet, database, digital Television and much more.

Using all of the above acronyms can help co-operative store to learn if their communication campaign will achieve success this is since the various methods of analysing the business

will enable them to know where they will need to work on and boost because there can’t be a solution if you have no problem.

Creative Ideas

To run a successfully campaign; I will be discussing various forms of creative ideas that let’s learn how to write a summary paper may enable the victory of the campaign. The initial thing to do will be to speak in a voice that the target audience will understand and be able to persuade them to look from co-operative and tell them the benefit of doing so .

The method of persuasive communication that I am using is normally above the collection promotion which may be the advertising of products through consumer media such as for example television, magazine, newspapers and radio. I’ve chosen this method as a result of the large numbers of younger shopper (target audience) we can reach.

Starting with tv set advertisement, the idea here’s to place a slot in a program which is mainly watched by young people for instance Marry, Snog or avoid. This program normally offer on BBC 3 every Tuesday. To firstly acquire the attention of the viewers, young idol has to be employed for the advertisement for example John and Edward from Xfactor or Joe Mceldery who received the Xfactor. Having performed this, they will must be given scripts that will entail how they’ll use persuasive phrases and convince the viewers that the contents meet the promise made by the advertising or their products and services .one of the attractive phrase to work with may be "safe yourself money shop at co-op".

The next innovative idea will be to advertise in magazine. With this, what must be included in the magazine advert will be to advertise about any promotion offer like buy 1 get one free. The attraction here will never be to apply an idol somewhat, to attract buyers with sales in term of marketing about all of the sales advertising. By this, customers will want to save money and store at co-op. also, being a magazine, the picture quality needs to be second to none in term of picture quality and glossy whereby it’ll be eye catching.

The newspapers advertisement will be very similar to that of magazine, the simply unique will be that additional goods that are on sales should be shown so that customers can see all sort of discount they have got and the be encouraged to look at co-op.

The radio advert changes as the advertisement cannot be seen but heard; the theory here will be to advertise for example at KISS fm or UJIMA fm. They are the station that the majority of the target audiences listen in to. To find the attention of clients, selected music which will catch the attention of listeners will be take up, the music will never be the original version but a reformed the one that sing about buying from co-op. for instance, Beatles’ music could be use but should be authorized by suitable authority. The slogan right here will be for instance to win browsing spree at co-op. this can get persons involve more due to the offer of free looking and slogan like "shop at co-op the superstar store" works extremely well to persuade younger shoppers.

All of the over creative idea will appeal to the target audience and therefore reaching out to the right group of people.

Media Strategy and Execution

I have chosen to employ above the line approach to promotion which include, television advert, magazine, newspapers and radio.

I opt for TV advert because many people spend at least one hour on watching TV per day. Advertising on television will allow my agency to show and inform a wider market about what co-operative store have to offer the society in term of items, price and all the services which they provide. This may also allow my agency to demonstrate the benefits of browsing or trading with co-operative when it comes to their good quality products and services, how they care about the contemporary society and backed fair-trade movements. It will show a young idol who will be used for the advertisement and convey a message to the younger consumers that the falling image of the store that was viewed as an outdated retail store has changed from being an outdated store or just a top-up shop to a wider co-operation group which nowadays include the Somerfield supermarket chain. In advertising, it sometimes takes multiple touch factors to effectively influence consumers’ purchasing behaviour as the prospective audience will believe what is seen more.

In buy to create an effective television advert, it is firstly essential to have a good script that highlights strong offers you. The advert will come to be successfully produced because as an agency, we have all the expertise to accomplish such. As a Television set advert, it will reach much larger market during a short period of time if they are most attentive which is the reason why the advertisement have to be in an application which is mostly watch by target audience and to enhanced it up, a superstar will be used to firstly get the audience interest. The TV advert allows us to mention your message with view, sound, and motion, that may give co-operative stores, products, or service quick credibility and gives the opportunity of being creative and attach a individuality to the store.

The magazine advert was chosen because a lot of people read magazine when they are relaxing and pay out more attention to every information as some even search for offers in magazine or where they can get discount. The advert will be in for example HELLO magazine in which a very glossy top quality picture will be utilized in order to be eye catching for the readers or the target audience. This method will reach large number of audience and they can refer to the advert whenever, get more info which is always open to them since the magazine can be taken up to anywhere they go to. As the retail store have branches all over the country, so is the magazine will reach all around the country rather than a local magazine that’s not national. The magazine and the newspapers advert are similar. In papers, two or four webpages will be utilized for the advertisement with present to the visitors like coupon that can be taken to store to end up being redeemed. This will appeal to the target market to patronise the retailer and may even become a habit.

The radio should be done regionally as radio station in Bristol differs compared to that of London radio station. The commercial in the radio will be achieved according to areas and localized hero or legend can be use to get the attention of the listeners. I belief this will continue to work because those that pay attention to radio pay attention and as this will get repeated more, listeners could be more familiar with the advert and could try to try what was advertised therefore, more buyers will go to the store.

Having selected the mass media type, and specific cars within each mass media type, another question is just how much space and /or airtime to e book. What season, month, week, time or hour should the advertisement appear? . How many times is way too many times? Can the viewers become irritated? Frequency? The amount that is allocated to advertising governs the accomplishment of communication targets. There are few ways to budget setting up which are:

Percentage of sales approach whereby the total amount allocated to advertising will be based on current or predicted revenue.

Advertising budget may be set based upon matching competition’ expenditure or using identical percentage of sales statistics as their key competitor.

Objective and task method which is has the virtue to be logical since advertising price range depend upon communication goals and costs of the duties required to achieve them

The cost of creating a Tv set advertisement can range between £5000 to £5000000, depending on the length, complexity and actor we will use. For radio, it has a lower cost of production which range from £500 to £20000 while magazine and newspapers can vary from £3000 to £30000 (David et al, 2009).

Other Communication Mix actions including direct and digital

Apart from all the above communication mix, there are others such as; below-the-line communication, direct and digital means of communication, person to person and much more.

Below-the-line conversation has been defined as promotional activities apart from the primary media advertising. It offers things like price, added value advertising, point of sales screen, and sampling and selling. (Kotler et al, 1999).

Using below-the-line communication will enable interaction and engagement between co-operative shop and their consumers and the general public through the consumption of public relation. There are numerous reasons why it’ll be vital that you use public relation. Pr (PR) are the practice of managing interaction between an organization and its publics, it gain a business or individual exposure to their audiences using subject areas of public interest for example, the study revealed that only 20% of the participant had been aware of their ethical heritage in foodstuff retail compare to 40% in financial products and services. The make use of PR can change this dramatically through common activities such as for example speaking at conferences, dealing with the press, crisis communications, social media engagement, and employee interaction which at an extended run will lead to spread of person to person. PR can be utilised to build rapport with staff, customers or the general public. This person to person if planned very well can have a greater impact on the photo of co-operative and thereby increase sales.

Having had some sort of rapport with the prospective audience or the actual customers, the next phase will be to use direct marketing communication equipment which are:

Direct mail

Telemarketing ( both in-bound and out-bound)

Direct response adverting ( discount response or phone nowadays)

Catalogue marketing

Inserts which are leaflets in magazine or newspapers

Electronic media such as internet, email, interactive cable television.

Information about the customer can be acquired through the application of its profit-sharing schemes referred to as ‘divi’ which enable anyone to registered as a member for £1. Data obtain may then be use for immediate marketing for example sending mails to the customers informing them of most recent offers and advantages of being a member. In doing so, the consumer may begin to spread positive person to person to friends and groups of the offers and for that reason they may want to test what has been thought to them because people will trust what their peers or family members say to them than what has been promoted.

The utilization of direct marketing will consequently try to acquire and retain clients by contacting them without the utilization of an intermediary.


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