Advertising Trends in the Digital Age

The provided content is a collection of articles and research studies on various aspects of integrated marketing communications, advertising, and its impact on consumer behavior. The papers explore the effects of advertising promotion, storefront cigarette advertising, commercial food promotion to children, social media advertising, brand advertising elasticities, television food advertising, and the prevalence of childhood overweight and obesity. Additionally, the content includes discussions on green marketing, publicity versus advertising effectiveness, social marketing mix, alcohol marketing and social media, gender empowerment, tobacco retail displays, and trends in the advertising industry.

ADVERTISING AND
PROMOTION

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Communication process which applies on advertising and promotion.................................4
1.2 Organisation of industry........................................................................................................5
1.3 Regulation of promotion.......................................................................................................6
1.4 Current trends with the impact of ICT..................................................................................6
TASK 2............................................................................................................................................8
.....................................................................................................................................................8
TASK 3..........................................................................................................................................13
TASK 4..........................................................................................................................................17
4.1 An appropriate process for the formulation of a budget for an integrated promotional
strategy:.....................................................................................................................................17
4.2 The development of a promotional plan for a business or product:....................................18
4.3 plan the integration of promotional techniques into the promotional strategy for a business
or product:.................................................................................................................................18
4.4 Appropriate techniques for measuring campaign effectiveness:........................................19
CONCLUSION..............................................................................................................................19
REFRENCES.................................................................................................................................20
Books and Journals...................................................................................................................20
Online........................................................................................................................................21

INTRODUCTION
In the world of tough competition in the market, every organisation is trying to invent a new way
to promote their products or services. Everyone is looking for a better advertisement and
promotion ways so that huge amount of people know about the company's products and services.
Development of social media emerge a vast level of communication. With the help of which
company can famous their products or services via creating pages on Facebook and introduce
potential consumers at the broad level(Funk, 2013). This is the most cheapest way to promote
company's product or services. Company's marketing manager or their team can interact to their
potential customers and make modification in the products and services after taking their
suggestions through such social sites. Now the world completely has emerged on automation.
Company need to take internet more particularly social networking sites or make company's
website. So that people would get attracted at broad level.
TASK 1
1.1 Communication process which applies on advertising and promotion
Communication is the best medium which helps in communicate to the target customer
making the advertising and promotion of a product effective and efficient. With the help of best
communication method it benefits the firm to conceived more and more consumers. There are
various communication method which can apply by the firm for just to maximise the number of
clients. IDEAL home show is a company which deals in many home appliances and with new
technology. They just launched a new smart phone with some quality features which help to an
entity to grow and expand their business. Company can use various methods of communication
and promotion which leads them to attain target market with such activities. Some
communication process in advertising and promotional activities are:
1. A firm can advertise their product in newspapers and magazines. It helps in
creating and attracting large number of consumers. This type of advertising leads
to fascinate large number of customers. Because in newspaper advertisement
many features and qualities are specified(Gordon, 2012)

2. Company can also made their hoardings on building and near to street so, it helps
in attracting large number of people on such type of things.
3. An entity can also made their own website and regularly update that with new
product information.
4. Ideal home can also use some promotional activities for a communication like
they can sponsoring many events for their smart phones by providing free t-shirts,
watches in that event.
5. They can also arrange some live events for their product, so, it helps in maintain a
two way communication process.
Such activities of communication process helps in maintain a proper growth of sales. And
it helps in better communication skill. By using live events, consumer can ask about all their
quarries or all related issue can question which they want to know. It leads in better growth of
sale(Hoek, 2010)
1.2 Organisation of industry
In any industry there are vast number of agencies which help to firm to promote their
product. There are many departments and sub departments which gives their best in product
growth and success. These organisations in industry are like advertising agency, creative agency
and many more. These services are work in the organisation some other service like public
relation, sales promotion, marketing research are also beneficial term for any new product and in
its success or failure(Joshi and Hanssens ,2010)
These organisations in Ideal home shop have to work on all advertising and promotion
related factors so, that their innovation of new technology smart phone can attain target number
of sale.
Firstly marketing research agency have to research about the market. This implies that
they have to properly analyse all the present factors of market and about their competitors
product. So, they can produce such type of product which is different from others.
Then they have to produce such product which is different from others and work on its
advertising and promotional related activities. This work can be done by these different agencies
of an industry. Advertising organisation have to advertise their product on national and
international level, so, they can earn large number of customers. Media planning team work on
various medium through which they can choose varieties of medium for promotional activities.

Public relation team have to maintain a communication process between firm and
customers. It helps them to gain proper information about what kind of product and service
consumers wants. It helps in making a good relation with general public. It leads to increase the
sale of their smartphone(Goris ,2010)
Such organisations in industry help to organisation to increase their sale and product
demand in market. It helps in making and creating new product and service in market. So, ideal
home shop have to use their departments for wide vending of product.
1.3 Regulation of promotion
A firm should have to use such activities and promotional tool which relates to the law
not against the law. This helps in keeping trust and faith of customers on the firm. So, company
have to use all those techniques and methods which helps them to enforce to be bound in law.
But sometime some companies do not follow ethics and values of business and disturb all the
policies which are made for consumer. Just to avoid such type of activities for the punishment of
these measurable crime, government of UK had made some laws which have to be follow by
ideal home shop in their business. Some of the laws and acts which establish by the government
of UK are:
Sales of goods act: The sales of goods act 1979, states the sale of goods that are bought
and sold in UK and the binding contract between both the parties. This process implies that
transfer of property from seller to buyer with some consideration. Goods must be determine with
a level of satisfaction and have customer have some willing to pay for that. Good can be
purchased according to customer will not by enforcement(van Mierlo,2014)
Supply of goods and service act: This act was establish in 1982 by the parliament of
united kingdom that require traders to provide service to a proper standard of workmanship. The
work should be completed in reasonable time and with reasonable charge.
Ideal home shop have to follow such acts because it helps them to conserve rights of their
customers and take care about their interest. It leads to promote ethical sense of business.
1.4 Current trends with the impact of ICT
With the rapid growth of market and competition, many firms started to determine new
methods which are helpful for advertisement. This current and new trends helps an organisation
to increase their sales. Now they are using more and more new technology rather than using

traditional method. So, they are now finding many new techniques which helps in reaching large
number of customers.
They are now focusing more on electronic media as compared to traditional techniques of
giving advertisements in newspaper. They are using phones ad television ads, which help them to
attract and reach vast variety of customers. Also, they are using tickets of bus, movie and many
more where they can advertise their companies name. All such things are helpful in creating a
brand image of their product.
Impact of information and communication technology:
ICT roles an significant role in the product success. Many consumers are using online
method for purchasing. Modern companies are fully dependent upon on technology. It helps
them to reach large number of clients. They also maintain a proper communication channel like
by making pages and all. This help them to gain their buyers comments and feedback easily and
helps in placing an order more conveniently. Hence, this method is important and useful in
current environment for sale maximisation point of view(Papasolomou and Melanthiou ,2012)

TASK 2

Ideal home shop also promote their product through online service, they can use this technique
for selling also with the help of ICT. So, for any business the integration promotional strategy is
compulsory to be held. It helps in making the product successful.
Advertisement can be take place in any form whether it is in oral, written, print etc. All
types of advertisement made a impact over on customers.
Consumers are going to buy that particular product without any hesitation, with
blind eyes. Because they know what kind of product that firm is selling. Branding
is very powerful factor for any business. It provides strength to business. Say for
example, if any company have strong brand name and their product price increased
then it affects demand because customers have faith over on such company.
Logo, name and stripling helps a firm to differentiate them from others. It
helps in recognisance of customer easily. Hence, cited organisation have to use
their establish brand name for their new product. Their brand name is very high
and faithful.

With the help of above three mentioned aspects, a firm can make a innovative and
new idea. Along with this it also helps in creating a heart touching and purposeful
advertisement.
Creative aspects of IHS helps them to increase number of sales with the making
of creative advertisement and promotion of product. Heart touching ad will
leads to attract large range of buyers for their product

Hence, company have to analyse such aspects which helps them in creating such
advertisements which attracts large number of group of customers. Advertising
agencies have to be adopt technically thin king because advertisement is a creative
practical form. So, they have to appoint expertise for this. Advertising agency
conduct a proper market research of each and every group in market and conduct a
result that can they reach such customers

TASK 3
Above the line tools are depends on getting a huge audience. These are the tools such as
television, print media, radio, etc. which targets the huge audience. On the other hand, below the
line tools are those which are focused on the personal and direct connection with the prospects
audience. There are various kinds of below the line promotional activities which have been
discussed in details:
Public Relation: It is the tool to assist a good environment via several public activities. Press
release, road shows, face to face interaction, etc. are the tools by which company can get the
advantage of promoting their products or services in a cost effective manner.
Internet: It has become the most effective tool to promote the products or services and reach to
the the real consumers and get their review over the products or services.
Events: In the corporate world, corporate events covers the exhibitions, trade fair, etc. and they
have become the most effective ways to reach the prospects consumers.
Promotional campaign: Promotional campaign are the tools to advertise or promote the products
and services. Promotional campaign is the way to introduce the products or services of the
company.
Below the line promotional activities are the cost effective tools to promote the company's
products and services as these are the non media advertisement ways. On the other hand,
media advertisement activities are the most expensive way for promotions. Through below-

the-line tools company would interact with the potential consumers. Whereas in paid media
advertisement, company can promote the products via such tools but not able to interact with
the real consumers.
Promotional strategy is made after keeping in mind all the promotional tools. An integrated
promotional strategy means to consider all the marketing promotional tools for the
promotions of the products and services. The various promotional tools are used in
synergistic mix to interact the customers from various sources in relation to merged massage.
a).The intent of sales promotion is made in such a way that could create the goal-
directed and informative to the prospective consumers so that such consumers
could have the essential informations about the products or services.
b). There is also need to have a provision of incentives in the sales promotions.
c). This is the short term in nature as this is not offered to the consumers
throughout the year.
d). Under this technique, consumers are able to make the quick reaction over
the products.
All the above features are general attributes of the sale promotions. If any sales
promotional activity accomplish the general attributes of the sales promotions.
Then, company can anticipate some outcomes from sales promotional activity.
However, there are some objectives of sale promotion activity. Sales promotion
activity use by the sales and marketing team to launch the new product in the
markets. For that they need to offer free sample to the prospective buyers or
general public.

But, this is not in public relation. It is simply a press conference which tells about
the brand, products, organisation, etc. this is the way where people get to know
about the company's activities, their future launches and all. As, it is the best tool
to introduce to the public without spending any capital on it. It helps to make the
company a brand. This forecasts the future of the organisation.

TASK 4
4.1 An appropriate process for the formulation of a budget for an integrated promotional
strategy:
There are various techniques which are implemented to identify the promotional budget. The
easiest form to identify the promotion budget is implementing a percentage of previous year
sales or estimated sales for the succeeding year. As, this technique does not adopt the changes at
the time of contingency in the market. Although, many organisations implement this technique
as it is easy to use and straightforward.
The affordable method is implemented by the small scale enterprises. As, this is not the perfect
tool to evaluate the cost more precisely. Many Small scale organisations does not have the
enough money to spend on the promotional activities. In that case, company can opt such
affordable method to promote the product(Lovato and et. al., 2011). While other companies may
use competitive parity, as this is used to keep their promotional spending equal to the
competitors' disbursement level. This technique is framed to make a brand in the consumers' eye.
At the time of crises, few companies observed that they need to spend money on promotions as
much as they can. But, that must be equal to the competitors. If it would not possible then,
competitive firms will pull company's consumers from them. In that case, other competitive

companies will cut their promotional expenses or follow more promotional activities. A more
logical approach is the “objective and task method”, where sales or marking expert need to
identify the objectives which they can achieve within a time frame. Then, they need to ascertain
what tasks- commercials, sales promotions and many more are required to complete the
objectives(Park and et. al., 2011).
4.2 The development of a promotional plan for a business or product:
A good promotional activities does not occurred by chance, there is need of adequate planning,
disbursement of an appropriate budget, and much more to get the desired results. There are some
ways by which company can make the good promotional plans:
1). Set a fixed objective: Before going to start execution, it need to set the predetermine the
aim of the program.
2). Fix a workable distribution plan to a targeted audience: Dispensation of a promotional
product is a beneficial one. As, research study display that a cautiously executed
disbursement plan significantly that can enhance the efficiency in the promotional
products.
3). Make a centre theme: connecting an identified logo to whole aspects of a campaign assist
in forming a spontaneous identifiable picture(Peter and et. al., 2011).
4). Emerge a message to assist the theme: Assisting a campaign’s theme with a massage aids
to build an organisation's name, service or products in the mind of target audience.
5). Choose a promotional product which resemble to the communication theme.
6). Do not choose an item which depends on the special, price or detected value.
4.3 plan the integration of promotional techniques into the promotional strategy for a business or
product:
Promotion is a key beneficial part of any firm's marketing strategy. Company need to
have the top-grade product or service out there, but until company promote it, no one doesn't
aware about it. There are usually three kinds of promotional strategies- a push strategy, pull
strategy or an accumulation of both. Normally, a push strategy is a sales oriented whereas pull
strategy is a market oriented . But, push-pull is an affiliation of both.

A push strategy functions to form customer demand for company's product via
promotion. It includes taking the product directly to the customer through consumer means.
A pull strategy includes motivating consumers to make company's brand in an active
process. By this process, company tries to influence the consumers to come at the firm's door.
As, it is implemented to create a consumer demand for a product or service(Moodie and
Hastings, 2010).
4.4 Appropriate techniques for measuring campaign effectiveness:
There are so many techniques in the world to evaluate the promotional campaigns efficiently.
a).Cognitive(knowledge)test: The response evaluated by the cognitive tests are the
proactive stage of the hierarchy.
b). Media audience evaluation: It is an important tool for assessing they efficiency of a
media programme for an advertisement campaign.
c).Physiological assessment: This technique is used to assess unique elements of an
advertising campaign(Hanafizadeh, 2012)
These are the tools to assess the performance of promotional campaign. Firm can use any of the
above mentioned techniques for evaluation the promotional activities.
CONCLUSION
From the above mentioned research, It has been found that there is a strong need to do
promotional activities for the introduction of company's products or services. The ultimate motto
of promotional activities is to enhance the sales of the company. There are so many non paid
promotional tools by which company can promote their products or services. However, there is a
need to assess the performance to make the effective promotional activities for the firm.

REFRENCES
Books and Journals
Funk, T., 2013. Advertising and promotion. In Advanced Social Media Marketing (pp. 65-74).
Apress.
Lovato, C., Watts, A and Stead, L.F., 2011. Impact of tobacco advertising and promotion on
increasing adolescent smoking behaviours. The Cochrane Library.
Park, H., Rodgers, S and Stemmle, J., 2011. Health organizations’ use of Facebook for health
advertising and promotion. Journal of interactive advertising. 12(1). pp.62-77.
Peter, J.P and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Moodie, C and Hastings, G., 2010. Tobacco packaging as promotion. Tobacco Control. 19(2).
pp.168-170.
Hanafizadeh, P. ed., 2012. Online Advertising and Promotion: Modern Technologies for
Marketing: Modern Technologies for Marketing. IGI Global.
Yang, Y., and et. al., 2010. Regional differences in awareness of tobacco advertising and
promotion in China: findings from the ITC China Survey. Tobacco control. 19(2). pp.117-124.
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Wright, M and Watkins, T., 2010. Marketing financial services. Routledge.
Shimp, T.A and Andrews, J.C., 2012. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
Seidenberg, A.B., and et. al., 2010. Storefront cigarette advertising differs by community
demographic profile. American Journal of Health Promotion. 24(6). pp.e26-e31.
Hawkes, C and Lobstein, T., 2011. Regulating the commercial promotion of food to children: a
survey of actions worldwide. International Journal of Pediatric Obesity. 6(2). pp.83-94.
Okazaki, S and Taylor, C.R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review. 30(1). pp.56-71.
Sethuraman, R., Tellis, G.J and Briesch, R.A., 2011. How well does advertising work?
Generalizations from meta-analysis of brand advertising elasticities. Journal of Marketing
Research. 48(3). pp.457-471.

Joshi, A and Hanssens, D.M., 2010. The direct and indirect effects of advertising spending on
firm value. Journal of Marketing. 74(1). pp.20-33.
Goris, J.M., and et. al., 2010. Television food advertising and the prevalence of childhood
overweight and obesity: a multicountry comparison. Public health nutrition. 13(07). pp.1003-
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van Mierlo, T., 2014. The 1% rule in four digital health social networks: an observational study.
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Papasolomou, I and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Boztepe, A., 2012. Green marketing and its impact on consumer buying behavior. European
Journal of Economic and Political Studies. 5(1). pp.5-21.
Eisend, M and Küster, F., 2011. The effectiveness of publicity versus advertising: A meta-
analytic investigation of its moderators. Journal of the Academy of Marketing Science. 39(6).
pp.906-921.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Nicholls, J., 2012. Everyday, everywhere: alcohol marketing and social media—current trends.
Alcohol and Alcoholism. 47(4). pp.486-493.
Hitchman, S.C and Fong, G.T., 2011. Gender empowerment and female-to-male smoking
prevalence ratios. Bulletin of the World Health Organization. 89(3). pp.195-202.
Hoek, J.,and et. al., 2010. How do tobacco retail displays affect cessation attempts? Findings
from a qualitative study. Tobacco Control. 19(4). pp.334-337.
Online
Trends in the Advertising Industry. [Online]. Available through
<http://smallbusiness.chron.com/trends-advertising-industry-61610.html>. [Accessed on 28th
March 2017]
Marketing & Communication Activities. [Online]. Available through
<http://smallbusiness.chron.com/marketing-communication-activities-64165.html>. [Accessed
on 28th March 2017]