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Marketing and advertisement are two elements closely connected in brand promotion for any organization (Goranova, 2022). This is an important aspect for developing and marketing strategy to set up a brand promotion. The marketing strategies are essential for attracting customers to a specific brand. Therefore, it can be said that branding is an important part of a company's branding strategy. Thus, this essay has focused on the campaign of a company called ASDA and most specifically to its Christmas campaign named "Christmas Mum". Therefore, this essay includes a general understanding of marketing and branding strategy (Asda, 2021). It will discuss the information of this "Christmas mum" campaign for a better understanding of the concept of their marketing strategy. On the other hand, it has focused on the part which describes and analyzes the overall events and activities of a marketing campaign.
ASDA is most familiarly known as the chains of British Supermarkets, and it was established in the year 1949. This year can be remembered as a Antiquish family which has merged all the retail business and it is associated with the retail business of “Associated Dairies Company”of Yorkshire (Asda, 2021).Advertisement is a mirror to show the interest level and the liquidity of the public in a particular context rather than the development of production (Goranova, 2022). This advertisement campaign was conducted by ASDA in 2012 just before Christmas in order to glorify the restless effort of a woman, especially a mother to make the occasion more enjoyable for her family (Youtube.com, 2012). For this campaign, the main target customer was the mothers or housewives of the UK who spent most of the time in a day serving their family members along with children. The main aim behind this advertising campaign was to enhance the awareness among customers that ASDA is able to fulfil all types of requirements regarding different products under one roof such as food, groceries, home decorator items, seasonal items as well as fashion. The organization is able to maintain the quality of products and thus, through this advertisement ASDA can be able to attract customers even more. In order to enhance the customer base in the UK, this campaign was a very good approach for ASDA to gain a high competitive edge in the business market. This particular campaign was inaugurated in UK and with this it also included a programme on the TV of 60 seconds in that spot. On that spot this was highlighted the experience of mum and also showed the challenges that are faced by the organization. Creative of this advertisement stated that Christmas does not happen by the magic and behind each event, there is mum and behind each mum, there is ASDA to support her by fulfilling their required needs (McGarry et al. 2019). In the viewpoint of Zawareet al (2017), advertising is important as it helps to conduct strong business growth and helps the business to reach its target customers more easily. The content has been included for the adverstiment to attract more attraction of the customers and to gain the attention of the customers. In order tgo attract more number of organizations they used attractive images for making the adverstment more attractive. . In another context Bourdeau and Shuraida (2022), argued that advertisements are able to manipulate the decision-making potentials of individuals. It can raise negative consequences also in society.
This advertisement was created by Saatchi & Saatchi and they were hopeful enough that the ad would be able to win the hearts of the mums. This advertisement also acknowledged the efforts of mums for putting everything before themselves and expecting nothing against them. It was mainly the speeded-up version in order to represent the effort of mums in front of everyone (Perrotte and Zamboanga, 2019). Such criticism was raised against this advertising campaign as well from which, the question which is raised is if the Christmas ad can be acceptable like this as it is the festival of lights, joy, and hope (Jewell, 2019). Moreover, a rom-com feel was also generated in this regard whereas based on the demographic of ASDA that is families, this advertisement can be considered relevant enough. This ad received 620 complaints where it was mentioned that ASDA was trying to reinforce the stereotypes of men and women in the home. The higher authority of ASDA along with the ad-makers thought that this advertisement was appropriate for Christmas. Based on the entire context, it is quite clear that the ad-makers put much effort into understanding the efforts as well as the challenges of the mums behind her family members to make their lives better.
The real Christmas tree was available in ASDA from 1st December of 2012, which provided an enormous amount of time to the customers to purchase it as per their free time for the Christmas celebration. However, as argued by Shokurloo et al. (2020), although the tree was packed properly by ASDA such that the customers could take it to their destination properly, they faced issues due to the small size of the car primarily. Lately, it was adjusted by both the father and mother without damaging the product, as the Christmas tree was packed accordingly, such that it can be carried in small cars as well.
Principal sequences of ASDA “Christmas Mum”, 2012
Visual speech:
An employee working in ASDA came in front of the women, and the men, who are the parents of three children, came to ASDA for purchasing the Christmas tree for a family occasion. The tree that is shown to be delivered to them is selected by the respective customer; after that, with proper care, it is provided to them as per the customer's instruction (Youtube.com, 2012). The scenario states that the Christmas tree is packed properly such that no damage is caused while carrying it to their home by customers.
Verbal speech:
[Father]: “perfect”
[Mother]: “no, sorry, quick, just have a look at that one."
[Real tree in store on 1st December]
[soft background music]
Visual speech:
One of the main attractions of the Christmas celebration is the preparation taken for making the cake at home. According to Johnson and Manickkavasakam, (2020), the preparation of cake at home requires ingredients such as sugar, eggs, flour, chocolate powder and many others. Additionally, the scene portrays that chocolate powder is poured into the bowl for preparing the chocolate cake by a small boy. Mother is seen to be helping the child in pouring the proper amount of chocolate powder to make the cake prepared by her son delicious.
Verbal speech:
[Mother]: "Ahhhh"
[soft background music]
Visual speech:
In the third scene of the particular advertisement of ASDA, it can be seen that the mother of three children is busy purchasing gifts for her children for Christmas purposes. The mother here represents herself as Santa Claus, who would be providing gifts to her children as she is well aware of their choices. The gift that the mother is carrying in her hand is the gift chosen by her for her son as it can be his favourite gift. Similar to it, the gift is also purchased by her for her daughter as well, which is wrapped in paper as a surprise gift for them.
Verbal speech:
[Mother facial expression on seeing the gift ]
[soft background music]
Visual speech:
The scenario declares the fact that part of buying the real Christmas tree and gifts for the children is necessary to buy other important things for Christmas. As a result, the mother went for Christmas shopping in ASDA to purchase other household staff such as lights to decorate the house along with her child, her son. According to the view of Al-AbdAlaaliet al. (2020), mothers have to keep an eye on their children and make Christmas preparation which allows them to carry their children with them during shopping. As the child was small, therefore the shopping vehicle was pulled by the mother, and the boy behind was helping her in carrying the cart to the cash counter as a helping hand.
Verbal speech:
[soft background music]
Visual speech:
The busy mother’s job is not limited to purchasing the important staff for Christmas or looking after her children, yet she has to decorate her house for Christmas before it arrives. Therefore, the scenario declares that the decoration is also done by the mother and is helped by her both children. As mentioned by Nuseir(2018), children should not use chairs to reach a certain height to decorate houses. Moreover, taking support of a chair, for increasing the height and reaching hand in curtain stand for tying colourful papers are done.
Verbal speech:
[soft background music]
Visual speech:
The mother, along with her children, is leaving ASDA by completing her shopping that was left behind. The children are seen to be playing while following their mother and staying behind their mother. As stated by Sieglova(2019), children are found to be most excited among all the family members as Christmas is about to be arriving within a short period. However, the mother was in a hurry to reach home for completing her tasks such as daily duties along with decorating the house for Christmas.
Verbal speech:
[Mother]: "Hey, come."
[soft background music]
Visual speech:
Previously the mother had to visit the ASDA store to purchase various stuff forChristmas, as the younger child was taken care of by another individual of the family. As argued by Ali (2021), in contrast to this, in some cases, it was not possible for other persons to take care of the younger ones, and therefore she had to stay home to take care of him. As a result, the online service of ASDA was used by her; however, it takes extra charges for home delivery purposes, yet they are safely dented to the doorsteps without any additional presence of difficulties. This allowed the mother to keep the balance of everything appropriately without negating anything. It had been possible for her only due to the representation of ASDA's support to them.
Verbal speech:
[soft background music]
[Delivery charges may apply online]
Visual speech:
In this scenario, the mother is noticed to be visiting the ASDA store for buying clothes, not only for her yet for her children as well. As stated by Shafieet al. (2019), the stores of ASDA are considered to be family stores that consist of different kinds of materials, whether it be cooking, decorating houses, or buying new clothes. The cloth that was purchased by her was not fitting her; primarily, later, it fitted her and allowed her to purchase the complete fitting dress of ASDA.
Verbal speech:
[Zip sound]
[Drum sound]
[majority of stores, subject to availability ]
Visual speech:
The delicious special dish is prepared on the day of Christmas by the mother herself, which costs vegetables such as onion and a milk product, paneer in combination with other ingredients. The mother herself had prepared all the food for the occasion, starting from peeling off potatoes to serving it elegantly on the table.
Verbal speech:
[music]
Visual speech:
More than one type of food was prepared by her on Christmas day for the guests. The company ASDA prepared the food according to the p
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