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Essay / Research Paper Abstract
Tesco, the UK supermarket, recently launched a television advertisement that told consumers they compared they compared their own prices with those of major competitors, such as Asda and Sainsbury, on their web site. This 3 page paper critically evaluates this as a marketing communications campaign, identifying the likely objectives and how these may have been met. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEtescocom.rtf
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Unformatted sample text from the term paper:
met. On the 12th of April 2005 Tesco, the UK supermarket chain announced record profits, the first supermarket in the UK to achieve profits of over ?2 billion a year
(BBC News, 2005). The news reported that now, one of every three pounds spent in UK supermarkets was spent in Tesco. The situation has been achieved with a complex strategy,
a part of which has been the marketing communications techniques. Tesco has made use of simple style advertisements for a range of their goods an services these are narrated
with a simple taking voice and have plan images of the goods or service provided against a white background. This appears to be contradicting much marketing theory, it is not
an exciting image, does not demand attention and there are few sounds. However it is a very clear image projected with this set of advertisements
If we consider one in particular we can examine it further. In one advertisement there are images of a selection of generic products such as pears, accompanied
by each are the words saying if you want to know the price of xxx at Sainsburys, yyyy at Asda or zzzz at Morrisons look on the Tesco web site.
This is a very plan and simple advertisement, indeed, at the beginning, if the viewer has not seen the advertisement in the
past they are unlikely to even know who or what the advertisement is for. Looking at Tesco it appears that there are likely to be several objectives with a single
advertisement. The main message is to communicate to the customers and potential customers that Tesco is better than its main competitors. This has to be done in such a way
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