Read two cases – “Tesco makes step change in how it talks about food with
new campaign” https://www.marketingweek.com/2017/01/09/tesco-makes-step-change-talks-food-new-campaign/?ct_5a5ce879411d4=5a5ce87941275 and “How TOMS engaged 3.5 million people in one day” https://www.marketingweek.com/2016/06/29/how-footwear-brand-toms-engaged-3-5-million-people-in-one-day-using-tribe-power/ – and answer the following questions.
1. What are the advertising objectives of the two companies (Tesco and TOMS)? What theoretical frameworks can explain each company’s communication strategy? (20 points)
2. Discuss the advantages and disadvantages of the TOMS 2016 advertising campaign support your arguments with findings from literature. For what type of companies might this type of advertising be effective? (30 points)
3. Analyse the Tesco’s’ Food Love Stories https://www.youtube.com/watch?time_continue=7&v=NNjb0h4Qzdc and its ongoing marketing campaign. From a theoretical point of view by discussing the communication process including the source, message and channel factors. (30 points)
4. Using findings from relevant literature, discuss the effect of the marketing communication strategy of TOMS and Tesco on the society. (20 points)
Numerous essayists and writers have drawn motivation and inspiration from their youth, past encounters, and seek after what’s to come. Deserted to a halfway house at a youthful age, Jimmy Santiago Baca was indicted tranquilize ownership by the age of twenty-one. Amid his numerous years in jail, Baca figured out how to peruse and compose, in the long run distributing his initial lyrics from inside the jail dividers. Regardless of his achievements and esteemed honors, Baca remains a modest individual by helping kids who are confronting similar battles he confronted growing up. Through his lyrics he demonstrates “the magnificence of human presence in the midst of the destroy surroundings of jail life” (Baca 7). In his ballads, Jimmy Santiago Baca takes the peruser through the sentiments of misfortune, downfall, and the mission for character that identifies with his life in jail. Jimmy Santiago Baca grew up with an intense youth. His folks separated at an early age, and he was rearranged amongst relatives and halfway houses. Amid his adolescent years, he was in and out of detainment focuses and was constantly discovered investing his energy in Albuquerque’s roads and urban barrios. Baca initially started to compose verse amid his stay in jail, acknowledging how to express his considerations and standards through verse. While Baca was in jail for medicate charges, he drenched himself in the realm of books, perusing crafted by numerous renowned writers. Through the procedure of self-disclosure, he showed himself English and Spanish, lastly got his GED. His involvement in jail comprised of “lockdowns, lone restrictions, electroshock treatment session, and beatings by jail watches… [pushing] him to the most minimal ebb of his life” (Baca, CW: SS 3). After jail, Baca left for North Carolina before coming back to New Mexico, where he invested energy living in Albuquerque working odd employments, for example, a night gatekeeper, janitor, and worker. Once the introduction of his first youngster happened, Baca at long last settled down with his better half and started “completely [embracing] his past… with the dominatingly Chicano people group” (Baca, CW: SS 6). From that point forward, Baca has started to genuinely distribute his works of writing to people in general. Jimmy Santiago Baca is viewed as a famous Chicano writer as a result of his “rich symbolism and lyricism of his verse” (Baca, DA 1). In his works, he proposes that verse isn’t generally remedial, however versatile when human life is given a possibility. When he was given that possibility, Baca found a condition of opportunity and mankind far from the horrid substances, by praising the human soul in extraordinary circumstances through his lyrics. Every sonnet speaks to a little piece of his life from the way toward restoring his life after his years in jail. His sonnets never have had a predictable example, some may have rhythms like exposition, however others are exceptionally expressive. The line lengths may change from short to long, while a few sonnets may have a mix of short and longer queues. With his line moving, Baca had aptitudes in exchanging tones (Duane, CP 1, 2).The subject of his ballads were produced from his encounters, which incorporate his own reactions to the disturbed life he lived as a youthful grown-up. Baca’s verse incorporate the reoccurring “subjects of change, transformation, and self-realization” (Baca, CW: SS 4), which were consistent contemplations and changes of Baca. Along these lines, his works show the facts of the human heart while in hardship, with the assistance of “intelligence, strength, magnificence, or more all, trust” (Taylor, KYAPBG 1). The focal point of Baca’s verse is said to bring sympathy from the heart and grasping humankind during outrageous disengagement. Baca’s sonnet – “Who Understands Me But Me” contains numerous components of diligence, assurance, and acknowledgment which are clear in a large portion of his verse. The ballad begins off with the speaker getting new limitations, however the speaker figures out how to live with the confinements. Among the limitations and pessimism, the speaker builds up an uplifting state of mind. With the new confinements and encounters close by, he starts to understand his own personality; the speaker figures out how to “[find] parts of [himself] never longed for by [him].” The sonnet closes with the speaker addressing who comprehends him when he says something is wonderful. Basically, the ballad appears to be candid and dormant, monotonous and basic, yet this sonnet has awesome importance behind what is seen at first glance level. All through the lyric, the perusers can encounter “the physical and mental obstructions” (Baca, DA 2). which happen amid jail life. The limitations in the start of the sonnet are spoken to utilizing anaphora to include accentuation the ceaseless battles which are looked in jail. “They take my heart and tear it open, I live without heart” makes an apathetic tone from the speaker. “I took after these signs like an old tracker and took after the tracks somewhere down in myself” clarifies that his encounters cleared a route for the speaker to “investigate the all inclusive subject of a person’s agonizing quest for personality and signifying” (Baca, DA 2). The tone of the sonnet shifts from apathetic regarding inspiring and engaging to demonstrate that the encounters learned were sure upgrades for the speaker. Since the speaker has experienced numerous sufferings, he demonstrates that those sufferings helped him for what’s to come. Everybody advances inside themselves consistently, however when the time seeks hardships to be experienced, the encounters may wind up helpful for their prospect of life. The sentiments of misfortune, discouragement, and the mission for personality encounters from Jimmy Santiago Baca’s life in jail are appeared all through his verse. Baca offers implies on the most proficient method to remake a broken life, as opposed to harp on the excruciating past. As far back as at that point, he has possessed the capacity to change the lives of numerous Hispanic and Amerindian people groups, by showing the genuine knowledge from the scary detainment facilities that guide the changing perspectives of their lives.>