Components of Promotion

It is crucial for a business to develop a proper promotion strategy that will make the products and services of the company widely known to the consumers. An advertisement is a component of promotion which is used by the management to increase the market share of the business. EasyGym is an organisation that aims at acquiring a competitive edge in the fitness industry by offering quality services at the gym. Standardised services are used to make the consumers have confidence in the company. In developing an appropriate advertisement strategy, the management is required to consider the competitors and consumers preference in the market. 

Advertisement strategies are required to consider the market performance to identify the appropriate policy that will increase the number of consumers. Planning and positioning are required in an advertisement to develop a plan that will offer a competitive edge for a company (Fill, Hughes & De Francesco 2013). An advertisement is used by an organisation to develop a proper brand that will boost income from production. It is essential for an entreprise to consider the use of technology in developing an appropriate advertisement technique. Proper evaluation of consumers makes it possible for a business to discover the appropriate advertisement plan to use for advertisement.  

The mass media advertisement is used to capture all groups of people in the market for a sustainable flow of business production. The technique to capture the mass population in the market is identified as the best way of increasing the performance of a business. The management is required to identify the appropriate media to use that will provide a sustainable flow of operations in the market. The mass media channel is supposed to offer a steady flow of operations through an increased number of people viewing the advert. It is important to provide detailed ideas to the audience to increase the popularity of the product in the market (Heath & Heath 2008). The mass media channels that a business can use for advertisement include radio, newspaper, magazines, and television. The mass media provides general information of the product to the targeted consumers providing the required awareness in the market.

The management is required to have an insight of the channel that is used by most of the targeted consumers. EasyGym is supposed to evaluate the radio, television and print media use by the targeted consumers to use the channel that will increase the number of clients. The print media and television is the most appropriate channel for EasyGym as it provides the potential consumer with detailed visual information of services offered by the gym.  The advertisement technique implemented is supposed to provide a high expected return through an enhanced market share (Ogilvy 2007). The management is required to track the return on investment to identify the appropriate channel of advertising products and services to the market. According to Yeshin (2011), the advertisement technique implemented by an organisation is supposed to assist in increasing the market share in that industry. The mass advertisement is used in enhancing the demand level of the company through the focus on the public using the various channels. 

Developing an Appropriate Advertisement Strategy

The digital advertisement is aimed at building a strong online brand in the market which is vital for the achievement of desired production level. Digital advertisement requires the management to have a proper understanding of the online market to acquire an increased number of potential consumers in the market. According to Smart Insights (2017), the common digital marketing techniques include big data, marketing automation, content marketing, social media marketing, mobile marketing, search engine optimisation, internet of things, wearable, conversion rate optimisation, displays, and paid search marketing. The business is required to have an understanding of the market trend for a steady flow of business operations in the industry. Online advertisement is cheaper compared to the mass media advertisement and can reach out to a large number of people. The increased number of people using the internet has made digital marketing a proper way of making products and services known to the targeted consumers. Smith and Zook (2016) state that an organisation is expected to develop a marketing plan that is focused on effectively communicating the desired information to the targeted consumers.

The AIDA model is used in coming up with a proper advertisement strategy to increase the market share in the industry. The AIDA model considers, interest, attention, action, and desire to increase the performance of an organisation (Wijaya 2012). The advert is supposed to provide a positive image to the business that will make it deal with the competition. The modern advertisement uses strategic communication to a certain consumer group using information that is understood by the targeted consumers. The online market provides the business with a proper platform to interact with consumers which is vital in continuously developing the products to meet the different needs of customers. A good advertisement should focus on communicating the products and services to the targeted consumers focusing on creativity (Rodgers& Thorson 2012). Persuasion of consumers is used to increase the production level of an organisation in a specific industry. An advertisement should persuade consumers that the services of EasyGym are the best in the fitness industry to acquire a high number of people willing to use the gym.  

An advertisement is needed for a business to achieve the set objectives of production. An organisation can understand the consumer behaviour in the market by evaluating the performance in the industry (Vakratsas & Ambler 1999). The analysis of the external and internal business environment is used in developing an advertisement plan that will increase productivity. The short term and long term advertisement cycles are used by the business to reinforce the purchasing behaviour of the potential consumers. The advertisement makes the business to acquire the desired consumer loyalty through offering detailed information to the targeted consumers to make the products and services popular in the market.  

Effectiveness of Mass Media Advertisement

An advertisement is used by an organisation to create awareness to the consumers for an increased production level in the market. The adverts are required to offer details of a quality control process implemented by the organisation during the production process. Communication to the targeted consumers is used by the business in acquiring the desired level of market share in the industry. According to Jobber and Ellis-Chadwick (2016), the marketing strategy implemented is supposed to consider proper segmentation and positioning of the products to achieve the production objectives. An advertisement is a marketing principle which should be considered by the top management in acquiring a steady flow of operations in the market.

The advertisement channel implemented by a business is focused on increasing the number of people willing to purchase the products and services from the company. EasyGym will be acquiring the desired profit level in the UK fitness market by using an appropriate advertisement channel. It is essential for a business to focus on creativity to provide a sustainable flow of operations in the market (Fill et al. 2013). An organisation is required to come up with a creative team that is used to win the mind and hearts of potential consumers. The main aim of advertisement is to increase the number of consumers using products and services of business through the acquisition of prospects in the market. An advertisement strategy is supposed to have a creativity theme that will make it appear different to other adverts in the market. The management is required to identify the objective of an advertisement to increase the profit margin from the advert.   

An organisation is required to develop a strong brand that will be recognised by the consumers in the market. A proper analysis of the business environment assists in applying a marketing plan that will offer a competitive edge in the market. The products and services of business are known to the consumers by using advertisement channels that are easily accessed by the consumers. EasyGym should use mass media and digital marketing strategy to increase the production level of the company. The UK population use mass media in daily life operation making it an ideal idea to use the technique for the services known to the consumers. Fill (2013) states that advertising is used to popularise a brand for the consumers to identify the product easily in the market. The logos and labels used by an organisation should be precise to make it famous to the potential consumers.

An organisation that has developed a strong brand in the market can easily develop new product lines that will boost the income level. The print or broadcast media is used by a business to meet a large number of consumers in the market. Online advertisement is implemented in acquiring individuals that use the internet often through running of adverts on different platforms. According to Fennis and Stroebe (2016), it is important to analyse the needs of targeted consumers to develop products that will increase the market share.

Conclusion

It is evident that advertisement is needed by an organisation for a steady flow of operations in a particular industry. The mass media and online advertisement are used by an organisation to make the products well known to the consumers. EasyGym is expected to focus on advertisement in acquiring a competitive edge in the fitness industry. The services provided by the business should be of high quality to build consumer confidence and loyalty to the company. An advertisement is used in developing a strong brand that is used to retain and acquire consumers in the market for maximisation of profits. 

References

Fennis, B. & Stroebe, W. (2016) The Psychology of Advertising. London: Routledge. Fill, C. (2013) Marketing Communications: Brands, Experiences, and Participation. 6th Edition. Harlow: Pearson.

Fill, C., Hughes, G. & De Francesco, S. (2013) Advertising Strategy, Creativity, and Media. Harlow: Pearson

Heath, C. & Heath, D. (2008) Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck. London: Random House.

Jobber, D. & Ellis-Chadwick, F. (2016) Principles and Practice of Marketing. 8th Edition. Maidenhead: McGraw-Hill.

Ogilvy, D. (2007) Ogilvy on Advertising. Prion: London.
Rodgers, S. & Thorson, E. (2012) Advertising Theory. Oxon: Routledge.
Smith, P.R. & Zook, Z. (2016) Marketing Communications: Offline and Online Integration, Engagement and Analytics. 6th Edition. London: Kogan Page.

Smart Insights (2013). The AIDA Model. [Online] Smart Insights. Available at: https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/ [Accessed 20 Apr. 2018].

Smart Insights. (2017). Digital Marketing Trends for 2017. [Online] Available at: https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-marketing-trends-2016-2017/ [Accessed 20 Apr. 2018].

Vakratsas, D. & Ambler, T. (1999). How advertising works: what do we really know? The Journal of Marketing, pp.26-43.

Wijaya, B.S. (2012) The Development of Hierarchy of Effects Model in Advertising, International research Journal of Business Studies 5(1), pp. 73-85.

Yeshin, T. (2011) Advertising. Hampshire: Cengage Learning.