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morrison lidl
Marketing Objectives-

Morrisons:

1- Beat rivals (Lidl) on price for festive food and drink (Smithers, 2014) (http://www.theguardian.com/business/2014/nov/11/morrisons-unveils-ant-dec-christmas-ad-campaign)

2- Convey brand value (spary, 2014) http://www.marketingmagazine.co.uk/article/1321280/watch-morrisons-kicks-off-christmas-campaign-ant-dec Increase availability (Hegarty, 2014)

4- Increase sales

5- Ramp up its "unique" price, quality and value credentials http://www.marketingmagazine.co.uk/article/1321602/morrisons-ramps-christmas-marketing-budget-win-back-customers Generate interest among people (through books)

- IMC objective

Communicate “neutralised" prices (Spary, 2014) http://www.marketingmagazine.co.uk/article/1321602/morrisons-ramps-christmas-marketing-budget-win-back-customers Communicate freshness of food new introductions in product line (Harrison, 2014) http://www.retail-week.com/topics/marketing/morrisons-christmas-campaign-sprouts-ant-and-dec-and-the-jingle-bell-ball/5066164.article Generate traction on social media and EWOM through the use of hashtag #MakeChristmasSpecial

Generate WOM through celeb TTL activities across the country #UnionJatMorrisons

To establish a strong interest and engagement among the people (Solomon, et al. 2012).

ATL-
Fill (2008, p. 35) defined above the line advertising, a paid advertising through a variety of media in broadcast and print forms.

Morrisons:

TV Ad launched for the first time during the prime time Coronation Street slot on Friday. (http://www.theguardian.com/business/2014/nov/11/morrisons-unveils-ant-dec-christmas-ad-campaign)

#MakeChristmasSpecial TV Advert

Approach: Emotional Appeal, Informative, Curiosity, Festive mood

Elements: Language, Music, Color, Celebrity

Demographic: All Ages

Media: ITV 1, 2063 Daily Viewership (ABC 1) (Barb, 2015).

Press

Daily Mail
(ABC 1) 2402
(C2DE) 1343 NET Reach

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