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Assignment 1: Advertising and Promotion
Introduction
It is accordingly a fundamental principle of all involved in achieving the strategies, goals
and objectives of Tiger Brands that those who are involved today in achieving these
objectives, are sensitive to the needs of those who follow tomorrow.
Tiger Brands has its origins in the first quarter of the last century and has been able to
achieve its current position in South African society through its appreciation that whilst
there are always short-term goals, there remain long-term obligations to the society of
which we form part.
Tiger Brands is committed to making a difference to the lives of all South Africans,
whether they be our loyal consumers, our employees, our suppliers, our customers or the
communities in which we live and work. Our basket of powerful brands results in our
products and brand names being found in most homes at all levels of our society.
I. Structure, role and relationships between parties in the communications industry
and Tiger Brand organization.
The structure of the promotion industry is relatively is a relatively complex one,
with many thousands of companies supplying specialist services. Although some
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advertisers prefer to buy these services directly themselves, the very complexity of the
situation, both in the past and also currently, is the reason for the continuing existence of
the advertising agencies
Figure 1: Simplified structure of the promotions industry
1. Agencies
Media
suppliers
Client
companies
advertisers
Advertising

 The monitoring and evaluation of the results: This one can show to the agencies to
know the result after apply their campaigns
Media
suppliers
Supplier of the
promotion
material
Client
companies
advertisers
The
promotions
industry
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2. Clients
These are properly known as “advertiser” and are really the lynchpin in the whole
structure. The role is very obvious one which can be summarized as:
 Providing the original need for the campaign
 Selecting and briefing the agency
 Discussing and agreeing campaign plans
 Integrating the promotional planning into marketing planning
 Evaluating and controlling the campaign
 Financing the whole process
3. Media Supplier
The Media supplier consist of the commercial television commercial radio
companies, newspapers and magazine owners, poster companies and a whole variety of
new media owners. The media supplier have important role, it can be introduce and
advertising the products to customers. That is necessary for advertising in media when
agencies lunch a new product to the market. The media supplier will help customer know

the current trends.
How do you think a product that can reuse the material after used it. For example:
You buy a box of cereal after used cereal you can reuse the box to contain other things. So
I think, tiger brand should focus to this strong point of product to advertising, this is one of
the strategies to target to the psychological of buyer. This may be having good impact to
customer to concern about tiger brand’s products.
The next trend of advertising is tiger brand can use “intelligent design” you can
sent the message or the lovely slogan through the box of product. For example: in the box
of cereal you can print the message like “Tiger Brand always beside you” I think this kind
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