TASK 13 AC 1.1 Communication Processes in Advertising and Promotion

Advertising and Promotion
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Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1.................................................................................................................................................3
AC 1.1 Communication process that applies to advertising and promotion...................................3
AC 1.2 Organisation of the advertising and promotions industry...................................................4
AC 1.3 assessment of promotional regulation.................................................................................4
AC 1.4 Current trends in advertising and promotion, including the impact of ICT........................5
TASK 2 ................................................................................................................................................6
AC 2.1 Role of advertising in an integrated promotional strategy for Coca-Cola.........................6
AC 2.2 Branding for strengthen a business or product....................................................................7
AC 2.3 Review of the creative aspects of advertising....................................................................7
AC 2.4 Ways of working with advertising agencies........................................................................8
TASK 3 ................................................................................................................................................9
AC 3.1 Primary techniques of below-the-line promotion with integrated promotional strategy for
Coca-Cola........................................................................................................................................9
AC 3.2 Other techniques used in below-the-line promotion...........................................................9
TASK 4...............................................................................................................................................10
AC 4.1 Process for the formulation of a budget for an integrated promotional strategy..............10
AC 4.2 Development of a promotional plan for Coca-Cola.........................................................11
AC 4.3 Plan of integration of promotional techniques into the promotional strategy for Coca-
Cola................................................................................................................................................11
AC 4.4 Techniques for measuring campaign effectiveness...........................................................12
CONCLUSION..................................................................................................................................12
References..........................................................................................................................................14
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INTRODUCTION
Advertisement is a kind of communication which is used in marketing by the organisations
for promoting their products and services. On the other hand, promotion is a process of influencing
people and increasing awareness about different product or service. It is also a part of marketing
mix elements. Both advertisement and promotion are used by the firms for increasing their sales,
demand for product, market position, brand awareness, brand image, etc. among the customers.
Various tools and techniques that are used by the companies for effective advertisement and
promotion of their products and related services (Bova, 2011).
The present study consists of the communication process for advertisement and promotion,
current trends, impact of ICT, , branding, and its uses. Along with these points, file also consist
creative aspects of advertising, different ways of working with advertising agencies, primary
techniques of below the line promotion, process for formulation of budget and appropriate
techniques for measuring campaign effectiveness. In the end, conclusion is explained with effective
key findings.
TASK 1
AC 1.1 Communication process that applies to advertising and promotion
Communication process plays an important role in advertising and promoting a product for
the company. It is used for for influencing people and creating awareness among them about the
product. The communication process is explained below. It is as follows: Source/ Sender: It is a company or a brand agency who wants to send its messages
regarding the product or service to the market or to the buyers. Companies plays role of
sender by sending its message of new products, services, offers, etc. to the customers,
suppliers, distributors, etc (The Communication Process, 2016). Message: In this stage, message about the product and services are encoded by the sender.
Firms encode their strategies, planning and other related information about the product and
services which they want to share it with their customers (Korda and Itani, 2013). Channel: In this, firm decides the channel through which the message can be shared.
Organisations use newspaper, mails, newsletters, magazines, radio, television, internet, sales
person, agents, etc. to advertise and promote their new product and services to their
customers. To influence old age buyers, firms promotes its product through radio and
newspaper. On the other hand, for young ones it uses internet, e-mails and for middle aged
consumers it uses television, sales person, customer service, etc.
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 Receiver: The target audience works as a receiver in this step. They decode the encoded
message by understanding them as per their perception, needs, desires and expectations. Feedback: In this organisations takes the feedback of the customers about the product.
 Noises: Poor television, radio signal and low speed of internet works as a disruption of a
message for the company in their communication process (Nicholas and et.al.,, 2012).
AC 1.2 Organisation of the advertising and promotions industry
All kind of companies are somewhere attached to the advertising and promotions industry as
these agencies help them in better marketing of their products and services. The organisation of
this industry is divided into the following types. They are: Advertising Agencies: The role of this service based industry is to develop, plan and control
the advertisements for its customers. It sometimes handle overall marketing, branding and
promotional strategies for its clients. Different types of advertising agencies are: media
independents, in-house organisations, creative hot shops, full service, marketing agencies
and many more. Each agency perform different functions in relation to advertisement and
promotions (Rizwan and et.al., 2013). Client Companies advertisers: These are the companies which demand for the advertising
and promotions of their product, service or brand from the advertising agencies. By making
use of skilled and talented employees these firms are able to develop proper advertising and
promotional plan for their products and services. At the time of hiring any advertising
agency, client need to explain their requirements, wants and desires to them properly for an
effective promotion of their goods or services (Burtenshaw, Mahon and Barfoot, 2011). Media suppliers: Media plays an important role in promoting and advertising of products,
services and brands of the company. It is one of the fastest and useful tool of advertisement.
There are various companies which are selected by media suppliers for the effective
advertisement of customer's product. These companies are commercial television company,
Radio Company, owners of the newspaper, books and magazines, company of posters and
many other companies (Ha and et.al., 2011).
 Promotional material suppliers: These are those agencies which carry out additional work
related to the advertising and promotional campaign. promotional material suppliers
includes printers, co-ordinators, exhibition companies, etc.
AC 1.3 assessment of promotional regulation
Advertising and promotional industries need to regulate their promotional work properly and
for this, it follows various acts and regulations which are as follows.
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