Advertisement and Promotion of BMW : Report

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Added on 2020-06-04

Advertisement and Promotion of BMW : Report

Added on 2020-06-04

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Advertisement and Promotion

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Communication process........................................................................................................11.2 Organization of advertising and promotion strategy.............................................................21.3 How promotion is regulated..................................................................................................31.4 Current trends........................................................................................................................4TASK 2............................................................................................................................................52.1Covered in PPT......................................................................................................................52.2 Covered in PPT.....................................................................................................................52.3 Covered in PPT.....................................................................................................................52.4 Covered in PPT.....................................................................................................................53.1 Primary techniques of below the line promotion..................................................................53.2 Evaluate other techniques used in line promotion................................................................54.1 Appropriate process for formulation of budget.....................................................................64.2 Development of promotional plan........................................................................................74.3 Plan integration of promotional techniques into promotional strategy for a product...........84.4 Appropriate techniques for effectiveness of measuring campaign.......................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

Advertisement and Promotion of BMW : Report_2

Advertisement and Promotion of BMW : Report_3

INTRODUCTIONAdvertising refers to control as well as paid messages in media whereas promotioninvolves paid along with free marketing activities which includes sales and sponsorships.Advertisements assist in promoting products and services of firm to target audience by usingdifferent media like TV, magazines, cinema, online etc. as it provides encouragement topurchase products (Funk, 2013). If business entity is using classic advertising strategy whichassist in demonstrating a need along with problem of potential service user and they are having aduty that they have to offer best products so that they can resolve issues. Present report is basedon BMW which is a manufacturing company which produce luxury vehicle, motorcycle as wellas engine. At present stock price of business entity is approx. €80.64. In below mentioned report,discussion on communication process which applies to advertising and promotion (Promotingand advertising your business, 2017). Along with the current trends in advertising and it alsoincludes impact of Information Communication Technology.TASK 11.1 Communication processIn BMW, managers have to adopt appropriate communication process for marketingwhether it is advertising and promotion. AIDA or IMC models of communication can helpcompany in making their communication process more advanced and provide them basestructure. AIDA focuses on setting target market, attracting people, creating interest etc. whereasIMC model assists about the different communication mechanism that needs to be applied aswell as working in team as a unified force. There are certain elements which considered intocommunication process, are mentioned as below:Sender: People who covey their message so that they can transfer essential thought aswell as information with other individuals, is known as sender.Ideas: It is related with conversation and may consists suggestions, attitude, orders andso forth. Encoding: Communication may be theoretical as well as intangible. It may also comprisevarious factors like images, words and so on. When all these symbols are converted, thenit is called as encoding process (Moodie and Hastings, 2010). 1

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