Advertising Assignment Example | Topics and Well Written Essays - 2000 words

Advertising - Assignment Example From the modest beginning, today it has grown into a consumer product giant with 400 brands. Their product portfolio includes those related to personal care, home care, food, hygiene, nutrition, health and beauty. These are used in more than 190 countries around the world, with dual headquarters in UK and Netherlands. Driven by strong and futuristic principles, the company registered a turnover of  £44.3 billion in 2010, the net profit being  £4.6 billion. It has 12 power brands that drive annual sales of more than  £1 billion. Unilever is a workplace for around 170,000 employees. The company’s success is hugely attributable to its belief in maintaining high standards of corporate behavior, be it at the consumer, stakeholder or community participation levels (Unilever, 2011). The sustenance of a brand in consumer product sector is dependent on its promotion, which is again largely shouldered by advertising. This is because of the competition in the industry and the need to reach out even to the remote population, in order to tap some extra space in the market pie. The pull effect caused by advertising in the consumer product range far exceeds that resulting from other methods of promotion, mainly because of its reachability, influence on consumer preferences and buying decision (Lamb & Dunne, 2010). Unilever also abides by this mode of promotion, due to the widespread nature of its operations and multiplicity of products. It sees advertising as a medium to explain the benefits of Unilever’s products, while actively engaging the consumers in improving not only the company’s products, but their own lives. The advertising and promotional expenses of the company amounted to 5.6 billion euros in 2010 (Unilever, 2011). Ad Age Digital reports that this advertising budget of Unilever is ranked second highest investment by various