Development of Promotional Culture
Promotional culture is directly related with promoting something that can expect positive evaluation from the grater mass. The culture itself is the integrated part of the marketing activity. Promotion is indispensible in the contemporary world. The present global economic condition does represent a strong competition in different areas. The process of promotion can helps the brand to get a desirable stand so it can position its value offering to the grater audience. Consumerism and capitalism is the part of the contemporary trend (Fill & Turnbull, 2016). After extinction of Soviet Union the global political condition is uni-polar political atmosphere capitalism is the plausible nature of this political condition. Free market economy and the globalisation are two important ingredients that have configure the condition of global competition day by day the competition is getting intensified. Marketing and promotion of the product or the brand is the obvious eventuality in this regard (D’Souza et al.,2011).
The contemporary philosophy of post modernity retains certain contradiction with its antecedent modernity. The concept of post modernity has manifested as the philosophical thought and started to manifest in the practical application of the applied philosophy. The trace of this thought has been echoed in the art, culture and literature in the area of marketing promotion and even business practise is not far from this practice (Shimp et al., 2012). In post modernistic application the co creation is the one of the popular practice. The participation of the user is one of the desirable insolvent that has been incorporated in the strategy of the developer. This philosophy is one of the patrons of the concept of uncertainty and relativity rather than certitude. Advertisement is one of the inseparable parts of the marketing activity. And promotion is the integral part of the advertisement process (McKenzie et al., 2016). The present perspective of post modernism has casted a direct influence over the advertisement strategy and the promotional strategy of the organisation. Advertisement and promotional activity gain its effectiveness out of the desirable interpretation of the advertising message by the potential customer (Goodall & Ashworth, 2013). The process of promotional communication allows the customer to reconstruct the promotional massage and develop the notion of his preference that is the reason the promotional activities of the contemporary period that has been changed. The customer retention for certain type of product is directly related with the involvement of certain individual, they used to get defined as celebrity. Celebrity are those individual who harbours fan following and patronage from the community. This people are belonging to different field of art, culture, sports, or politics. Angelina Jolie, Kylie Minogue, Andy Murray, Immanuel Macron are belong to differ field of activity but they have only one identification to the public that is they are celebrity. The popularity and the fan following of these individual are one of the asset that they can utilise. The involvement of these celebrities in the promotional activity of the brand can help to get inform the greater mass regarding the message that the brand wants to communicate to the target community (Peter & Donnelly 2011). The issue can get discuss with the example Kimberly Kardashian or Kim Kardashian is noted celebrity in American reality program. She has established her fame as famous model, actress and socialite. She has receiving good amount of public reception from the grater audience the promotional process of the business activity utilised the acceptance of the celebrity to promote the brand. Celebrity culture is same as celebrity industry. Kim is one of the good representations of this practice. The concept of celebrity industry is related with the use of celebrity as the product to gain the profit from the market (Henriksen, 2012). The fan and the follower of the celebrity are the potential customer for the product or the service those are getting promoted by those celebrities. Kimberly Kardashian has potion herself those are connected with human specifically female physic. She does retain a prominent presence in the social media sites along with the popular media. The advertisement of this celebrity can offer clear idea regarding the trend she does lead. The Instagram advertisement of Bra top, or fat burning medicine is directly connected with the disposition of the celebrity in this regard at the same time the public image and the appeal; of the celebrity does work side by side. The celebrity endorsement of Kimberly Kardashian is indicating the approach of the personality with the brand she was promoting. The attitude of the brand needs to have a resemblance with the celebrity personality and her public profile. In the case there are different type of advertise that has been done by same celebrity that has been use is connected with the personality. As an example it can be said that the green collared liqueur Midori has use the personality of Kimberly Kardashian and her image rather directly relating with health and physic (De,. Hastings & Angus 2013).
The Role of Celebrity Culture in Promotion
Image building is one of the major parts of the political promotion strategy of any political party. The image building process of the political leader is directly related with the image of the political party (Vasileiou & Rowley 2011). The example can be taken from different countries in this regard. a political party does harbour certain political image but here it need to get clear there is gap in this concept. There are two different type of image that a brand of the political party may harbour. One is the image the party wants to promote regarding themselves another image is the impression the people are having regarding the party. The leader or the dominant political personality has his own appeal to the people the ideal example in this regard the political, promotion of New Labour in the British politics and ascend of Tony Blair as the leader. Labour party harbours a socialistic ideology in UK politics. Grater state involvement and lesser power of public enterprises was the attitude of that political party. Tony Blair rebranded the party in a different way (Armstrong et al., 2012). He changed the internal constitution of the party and makes the approach wider and generous to the capitalist outlook. The rebranding of the part got the new name of New Labour. Celebrity involvement in the political campaign is one of the trends of promotion that has been noticed in present global political scenario. The involvement of Kim Kardashian in the promotional activity of Democrat candidate Hillary Clinton in the past US presidential election is one of the examples of this (Peter & Donnelly, 2011).
The promotion activities are representation of the ideology of the organisation or the group. The organisation makes representation regarding the ideological basis of the promotion. The power of celebrity popularity has utilised by the organisation to make the promotion effective. The intention behind the process of promotion is brand establishment. The power of popularity is obvious and effective tool in this regard the celebrity industry offers this support to the organisation (McDonald & Wilson, 2011).
The public mind is getting influenced by the promotional activity that does incorporate celebrity industry. The organisation can judge the public acceptance of the celebrity and use them accordingly. The dominance of the popularity is one of the effective tools of the organisation in this regard. The public mind is gullible enough to become the target of organisational promotion (Vasileiou & Rowley, 2011).
The Effect of Political Promotion on Democracy
There are two type of theory in case of promotion one is push theory. According to that the demand for the product or the service is the result of sales promotion strategy of the organisation. The pull strategy is the strategy when the demand of the product or the service has realised by the customer and the customer perceive the hankering for the product or the service in this regard. In order to develop the spontaneous hankering from the customer the promotion industry deals with the temperament and the mentality of the customer and find out the weak point of their area of interest to penetrate their mind (Cairns et al.,2013).
The word culture is connected with idea, custom, and behaviour of the people of certain community. There are certain areas are distinct in this regard. The difference of culture can generate a communication gap that is the reason contemporary promotional industry is using concept of globalisation that can promote their massage. Art literature and cinema are directly connected with the culture of certain country. The popularity of the global film such as Hollywood movies is the breaker of the cultural barrier. Popularity and global acceptance of the English language is another positive sign in this regard. the promotional industry are using global celebrity and unified massage to establish grater communication for the grater community all across the globe with the help of newly formed culture of globalisation (McDonald & Wilson, 2011).
Reference:
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McKenzie, J. F., Neiger, B. L., & Thackeray, R. (2016). Planning, implementing & evaluating health promotion programs: A primer. Pearson.
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