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TASK 13: Communication in Advertising and Promotion in Business Enterprises

   

Added on  2020-07-23

18 Pages6192 Words146 Views
ADVERTISEMENT ANDPROMOTION INBUSINESSES

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1 ...........................................................................................................................................31.1 Process of communication which applies in advertising and promotion.........................31.2 Explain the organisation of the advertising and promotions industry..............................51.3 How promotion is regulated ............................................................................................61.4 Current trends in advertising and promotions..................................................................6TASK 2 ...........................................................................................................................................82.1 Role of advertising in an integrated promotional strategy .............................................82.2 What is branding and its uses to strengthen a business or product..................................92.3 Creative aspects of advertising.......................................................................................102.4 Distinguish the ways of working with advertising agencies..........................................10TASK 3 .........................................................................................................................................113.1 Primary techniques of below-the-line promotion...........................................................113.2 Other techniques of below the line promotion...............................................................12TASK 4 .........................................................................................................................................124.1 Process for the formulation of a budget for promotional strategy..................................124.2 Promotional plan for a business or product...................................................................134.3 Integration of promotional techniques ...........................................................................144.4 Techniques for measuring campaign effectiveness........................................................14CONCLUSION..............................................................................................................................14REFERENCES .............................................................................................................................17

INTRODUCTIONAdvertising and promotion are the essentials of marketings. They have a significant rolein business organisation in order to carry out the attention of existing and potential customers.Many commercial entities have various kind of attractive products and services but theircustomers do not have any knowledge about such goods. Along with this, advertisement andpromotion are the activities which are helpful in enlarging sales as well as improve the marketimage of the company (Torlak and et. al., 2011). Austin Fraser is the chosen organisation in thispresent report, which provides marketing services all over the world. It recruits people whobelongs from the field of engineering, IT, life science. This case study is based upon the role ofadvertisement & promotion in the growth and success of business organisation. This report willbe described communication process which applies in advertising and promotion. The overallprocess of promotion is also discussed in this assignment. Apart from this, the role ofadvertisement in order to integrated promotional strategy will be explained in this case study.Tools and techniques of promotions and their uses, process of formulation of a budget,promotional development plan and various ways for measuring campaign effectiveness are alsoincluded in this report. TASK 1 1.1 Process of communication which applies in advertising and promotionThe process of marketing communication highly influenced with advertisement andpromotion. These two are useful to reach customers for the selling of products and services ofcompany. In Austin Fraser, marketing communication encompasses these components, such as-sales, direct marketing, promotion, personal selling, publicity, advertisement and cybermarketing.This organisation is used an effective communication process for advertisement andpromotion of goods or services. Below mention the elements which are involved incommunication process, such are stated as follow: -

(Source: Steps involved in communication process, 2017)Context – The process of communication is affected by context in which it take place.The context of communication may be in social, physical, cultural or chronological. Inthis, the sender chose the messages which will be communicate within the context. Sender/Encoder – Sender is the person who will sends the message. A sender can use ofsymbols, i.e. words, graphic or visual aids in order to convey the information and producethe require response. Along with this, sender may be a group of person or an individual.Approaches, skills, competencies, views, background and knowledge of the sender havegreat impact upon the message. Message – It refer with the thoughts and ideas which a sender wants of convey. Messageis a sign that evoke the response of receiver. The core process of communication isstarted with deciding about the information which will be communicated. It must beensured that the prime aim of message is clear (Mittal and Sethi, 2011). Medium – It is a mean that uses in order to transmit of exchange the message. In AustinFraser the sender is required to chose an appropriate method to convey message to thedesired recipients. For instance – managers can use verbal method of communicationwhile conveying the message to small group of people. Recipient – Decoder or recipient is the person to whom information is aimed or intended.The message is generated by the sender is also based upon knowledge, responsivenessand the reliance of the encoder. Illustration 1: Communication process

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