Marketing Concepts and Applications

This assignment requires students to analyze a given marketing case study. They need to apply various marketing theories and concepts to understand the challenges faced by the company in the case. Students are expected to critically evaluate the situation, propose practical solutions, and support their recommendations with evidence from the case and relevant academic literature.

ADVERTISING AND
PROMOTION

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explanation on communication process that applied to advertising and promotion............3
1.2Explain the organisation of the advertising and promotion industry.....................................4
1.3 Assess how promotion is regulated.......................................................................................4
1.4Explain current trends in advertising and promotion, including the impact of ICT..............5
TASK 2............................................................................................................................................6
2.1 Explain the role of advertising in an integrated promotional strategy for a business of
product.........................................................................................................................................6
2.2 Explain branding and how it is used to strengthen a business or product ............................6
2.3 Review the creative aspects of advertising...........................................................................7
2.4 Examine ways of working with advertising agencies...........................................................7
TASK 3............................................................................................................................................8
3.1 Explain primary techniques of below-the-line promotion. How they are used in an
integrated promotional strategy for a business or product..........................................................8
3.2 Evaluate other techniques used in-the below line promotion...............................................9
TASK 4..........................................................................................................................................10
4.1 Follow an appropriate process for the formulation of a budget for an integrated
promotional strategy..................................................................................................................10
4.2 Carry out the development of promotional plan for a business or product ........................11
4.4 Use appropriate techniques for measuring campaign effectiveness....................................12
CONCLUSION.............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Promotion and advertisement is a very significant tool of marketing that are mainly adopt
by every organisation for the purpose of attracting customers towards product or service. The EE
limited company wants to promote its new smartphone product that is HARRIER MINI. For this,
the employed a advertising manager in which they help them in promoting its product for the
summer in the ideal home show in August 2017( Hiilamo, Crosbie and Glantz, 2014). In the
present report, there is an discussion on communication process that are adopted to advertising
and promotion. Thereafter, there is an explanation on advertisement an promotion industry and
also discuss on the regulation regard to promotion. There is an also main discussion on various
primary techniques that are used in below-the-line promotion and develop a promotional plan to
implement in the target market.
TASK 1
1.1 Explanation on communication process that applied to advertising and promotion
Communication process means that transfer of information to more than two parties for
the purpose of provide them knowledge about something in understandable manner. It comprises
into context, sender, medium to shared message, encoding, decoding, received and get feedback.
In the context of advertising and promotion, communication play a vital role to retain more
customer in potential target market that facilitates to survive for a longer time period. In the
present scenario, EE limited appoint a advertising manager who promote and advertise one new
SMART PHONES is HARRIER MINI in IDEAL FOME SHOW. Therefore, to attract a large
audience towards this new product manager of advertising play it role in effective manner by
applying communication process. For this reason, they adopt AIDA model of communication to
make advertising more effective and it stands for desire, action, interest and attention etc. Thus,
it facilitates them to communicate with the audience in a show in that manner which gives better
response to its desires as well as needs.
The advertising manager of EE limited apply AIDA model in ideal home show 2017 that
assist them to make advertising more impactful. Thus, in communication process its adopt
strategy wherein they get attention of audience towards smart phone at first place before
conveying message with the help of advertising (Courtney,2013). Further, after this they try to
make them more interested by deliver benefits of product and describe how it will fit with their
lifestyle. In this process, the another step is desire establish in which people feel more interesting

towards product information. In that manner, advertising manager must understand and create
people's desire for new smart phone. In the last of communication process final action should be
taken by company to offer new product regard to their interest and desire. The whole process for
the purpose of advertising and promotion give guidance to advertising manager to target the
audience in a iconic show 2017 in effective manner.
1.2Explain the organisation of the advertising and promotion industry
Advertiser of EE limited wants to promote its product HARRIER MINI in international
event as the advertising agency play it role effectively to attract customers. Thus, advertising and
promotion industry are comprises into four main departments which are described below-
Account handling- The main role is that to develop a relationship among agency and
customers that exhibits interest in both while talking in meeting. It is also responsible to establish
as well as searching a new business. The main player in account handling that involves account
director, account planner, account manager and account executive.
The Creative department: The department is mainly responsible for developing
concepts as well as ideas for the purpose of advertising, literature, promoting and other
marketing materials. Thus, which represents clients needs and negotiate with supplier such as
web designer, writer, photographer and film producers (You,Vadakkepatt and Joshi, 2015). The
copywriter and art director team also produce the concept of creative in brief and advertisement.
Media Department: It mainly consist of Media planning, Media buying and Media
research. Thus, in which Media research are those who try to get attention or reach target
audience in most effective manner. Beside this, Media planning is also have a responsibility for
media mix and Media buying utilize client's money in most effective by using the negotiating
skills.
Production Department: In this department who make sure there is a perfect delivery of
artist work at the most appropriate destination. It also monitor activities that deliver services
perfectly that involve studio manager, operators and finished artists.
1.3 Assess how promotion is regulated
There is a regulation regard to promotion which are imposed through regulatory bodies of
promotion and advertisement. As, it lay down various rules which ensure that standards are to be

followed by any type of organisation such as EE limited. Thus, there is Authority in UK it has
laid down rules as well as standards for promotion and advertisement is known as (ASA)
Advertising Standard Authority. It plays a vital role in establishing regulation which helps in
protecting customers from various acts that are described below-
Sales of good act- It was developed in 1893 year in UK for the purpose of regulating
contract of buying and selling products. It facilitates various organisation to offer goods in well
condition that make sure that consumer feel satisfactory and keep them safe (Chiosi and et.al.,
2016). The main objective of sales good act is to examining that EE limited have to loyalty for
specific products or services are fair or not.
Unfair trade regulation act- In this act it regulating firm to convey message ethically to
its customer and it makes sure the product offered in same way which they promise in its
advertisement. They also prohibits EE limited not to adopt sales techniques that harass customers
and display false trade mark.
Customer credit act 1974- There is a changes in amended in 2006 year in which there is
some restriction on company for the purpose of manage relationship among debtors and creditors
. It influence organisation to adopt fair trade practices in their business. The restriction are
mainly concerned with proper license requirements and ignore unfair trade
Data Protection act- It was developed in UK in year 1984 and applicable for most
business in year 1985 in that there is provision that imposed. It maintain secrecy of clients
information and it is used only by an EE limited if they required.
1.4Explain current trends in advertising and promotion, including the impact of ICT
There are various tools of advertisement for promoting goods or services that include
radio, billboard , celebrity and online advertising. Thus, with the advancement of technology like
digital marketing replace traditional advertising such as Newspaper, Radio and Television etc.
Advertising manager adopt this technique to promote new smart phone are HARRIER MINI of
EE limited that assist them to reach a large number of customers. They adopt techniques for
advertising that are discussed below-
World Wide Web- In modern era, the most popular tool for advertising is a world wide
web used by most firm as it is a cost effective (Kotler and et.al., 2015). The advertiser manager

adopt this techniques to deliver information regard to HARRIER MINI smart phone in which
they deliver information online. Placing product by display them over internet which create
awareness among customer widely.
E-mail- It is one of the most popular tool in which message can be transfer through
customer's Email ID. The advertising manager adopt this techniques in which they deliver
information about products' benefits, feature, price and terms as well as condition about
HARRIER MINI through E-mail (Weaver and et.al., 2013). It is a professional as well as
informative through which customers are highly attract as they do not ignore message.
Mobile Phone Advertising- It is also a very effective advertising medium that involve
video message, banner ads, coupons and MMS picture. The customer are ready to buy if the
product are seen attractively display.
TASK 2
2.1 Explain the role of advertising in an integrated promotional strategy for a business of product
Advertisement play a crucial role that help the company to achieve its objectives in
effective manner as they make the product more popular. EE limited adopt advertisement for the
purpose of increase sales by launching a new smartphone in target market as it attract a large
number of customers and also enhance brand of company (Tsai, 2014). Advertisement in a visual
as well as audio form in which they promote on social media to promote its product widely. The
another form of advertisement is a public relations which play a effective role in controlling the
message as it is different from personal selling as in these message is a personal message. It
mainly include through which information can be convey such as magazines, television, radio,
direct mail, blog, text message and blog etc.
It is integrated with the promotional strategy that are adopted by EE limited for promote
its new product to retain more audience. They applied social media promotional strategy for
retain more customers through Facebook, Twitter and Instagram. Along with that they also
conduct trade shows in which they deliver information about smartphone to the visitors and they
also used direct marketing for promoting its product.
2.2 Explain branding and how it is used to strengthen a business or product
Branding can be define as it establish a trust among customers and it is a sum of total
firm's value, it involve good, customers, services, advertising and culture. The trust build in

customers as they have a idea about brand while they purchase product and what are its
expectations . It is necessary for the EE limited company to develop a brand of its product which
are easily influence the customers. It can also said that branding can encourage confidence as
well trust among customers as its also influences stakeholders, employees as well as third party.
It also enhance company goodwill through branding as it is so strong if the company increase its
price of product but it does not have an impact of its demand (Colquhoun and et.al., 2014).
Along with that, the branding can reflect the company's logo and name through which customers
can easily identify. It also keep the image of customers into the target unique that keep them to to
survive in the competitive market for a longer time period. Furthermore, they also keep them
customers permanently due to which it enhance the company overall value that leads to attain
objectives effectively.
2.3 Review the creative aspects of advertising
Creativity is the most important factor that are needed in advertising the EE limited
company product or service. The message are in form of creativity that get a more attention of
customers and deliver the positive attitudes about their new smartphone products. Therefore, the
highly creativity advertisement inspire the audience to purchase product immediately. The
people if touched with the ads that means it show a create image in the minds of customers. It is
also difficult for a company to influences a number of people with the helps of promotional
campaigns so, there is a need to make creativity.
Although to make the advertisement more creativity there is a three most important
aspects that help them to make them more effective (Singh, 2014). It mainly include creativity
process in which they can easily able to attract a large number of customer's and enforce them to
read the advertisement. The another aspects include in it are creative people, who have a
imagination power and its ideas are highly attract the customers. The last aspects of creativity is
a situation that make the imagination that becomes true. The combination of all three aspects
provide results effective and tough heart of customers in advertising.
2.4 Examine ways of working with advertising agencies
Most of the companies perform their best while offer product in the target market for this
they need to advertisement. EE limited take service form the advertisement agencies so, there is
a need to build a strong relationship. There are various ways of working with the advertising
agency that are describe below-

 Be Flexible- The company have to be more flexible to attain their objectives or goals in
effective manner. There is an also need to remember why organisation wanted help from
advertising agency at first place.
 Technical- Behind the advertisement there is science a company may have a various look
but on the other hand advertising agencies who are expertise (Hakanen,2014). They know
how to advertise company's product or service as a best. It can bes said that the company
need to be more practical in that situation.
 Know your customers- EE limited work with the advertising agencies who suggest that
there is a need to conduct market research to know the how they can easily reach with
their customers in effective manner. Thus, it require a high cost but its is most beneficial
for the company while advertising campaign.
TASK 3
3.1 Explain primary techniques of below-the-line promotion. How they are used in an integrated
promotional strategy for a business or product
The below-the-line promotion is a effective marketing techniques that are attract a large
number of customers for a short-time period. Thus, it includes mainly gifts, coupons and
discount offers that influence customer to buy product immediately and respond quickly. The
Advertise manager adopt BLP for the purpose of sell new smart phone of EE limited into a target
market. It is attain the communication objectives in effective manner with the limited budget that
is cost effective for a firm. The main tool that are used in communication via e-mail and direct
mail to maximizing highly response rate.
There is a primary techniques of below-the-line promotion are described below-
Trade shows- The EE limited company adopt trade shows for the purpose of promoting
in which they display their new products HARRIER MINI smart phone . In these shows that are
large number of audience or crow come together at place for visiting in which they obtain
information about product of different company brands. Thus, they can easily understand the
benefits about product as well as know more about features. It also able the customer to make
comparison about product and make analyse which is more beneficial for them (Fonseca,
McAllister and Fitzpatrick, 201) . EE limited place the smartphone product in trade show in
which they deliver information regard to its feature, price and design that attract customer highly.

Direct marketing- The cited company can easily reach to its target customers by direct
mail in which they prepared a various factsheets for different type of target customers. For
example the EE limited company target in different market segmentation that involve youngsters
and older for the purpose of offering its new smartphone. It is most effective methods in which
firm can promote its product by adopting variety of methods that involve online advertisement,
e-mail, data base marketing and cell phone etc. Therefore, it is a that type of method in which
there is a need to spend amount for advertisement but its is a very effective to attract a large
number of audience from target market.
Internet- The importance of internet for the purpose of advertisement of company's is
widely increasing. It allow them to easily express information about product and reach with the
potential customer quickly. EE limited adopt this techniques in which they place its new
smartphone information through YouTube, Facebook, Twitter and Instagram etc. It can easily
attract those who are really interest in public services and also target local users effectively over
social networking sites.
3.2 Evaluate other techniques used in-the below line promotion
The advertising manager adopt some techniques of EE limited that are used in promotion
of new smartphone that has been described below- .
 Coupons- EE limited adopt these promotional techniques as it is a less expensive
methods and it is highly demand of customers . The main reason for adopting coupons as
its retain a new customers, enhance brand loyalty (Elf and et.al., 2013 ). Also reward
current customer and enhance sales of new smartphone product widely and it design in
welled manner. It can help a company to generate a large amount of profit to retain more
customers in a shorter period.
 Point-of sale display- It is an another form of sales promotion as they are majorly focus
on customers by create attention about new products. Thus, this sales promotion strategy
is adopt seasonally or holiday- time sales by display products on display packs, posters,
banner and mobiles etc.
 Discounts- It is also an another method of promotional strategy is offering discounts and
special offer as people are more attract towards product or services. There are two most
important Discount offer that are view on new smartphone product are price discounts on

sales item and bonus packs who purchase in bulk ( Jørgensen and Zaccour, 2014). It can
be said that there is some percentage of amount that are deduct from original price of
product. On the other hand, in bonus packs company deal more from consumer that are
more from the original price of product.
 Loyalty programs- EE limited adopt loyalty programs in which it is known as a reward
programs that are offer by most company to its customer who are frequently like to
purchase a product. Thus, this programs gives customer a free merchandise, coupons,
even add value and also reward etc. It facilitates most of the customers to access advance
about new products and special sale coupons. In these programs the customer register
their personal data such as membership card that are used by company to identify while
they make purchase its product.
 Rebates- It is also a another strategy for promoting a product in the target market in
these the amount of goods through reduction that are already been contributed. EE
limited company adopt sales promotion that are used by advertise manager as incentive
to sales it product.
TASK 4
4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional
strategy
EE limited company develop a budget for a promotional strategy for this they adopt
operating budget approach. For the purpose of promoting a new smartphone product in the
international event show 2017 august (Bhaumik, 2013). The operating budget approach is the
best way to make appropriate budgeting and it has been categorise intro 3 steps that are described
below-
 Step 1- In the first step there is an entire cost of promotion that majorly include budget
regard to sale promotion. It include all the marking activities production and there is an
also cost of marketing medium. EE limited of marketing manager determine the cost of
social media, trade shows and direct marketing. Thus, social media marketing require £
1000 , trade show need cost £3000 and direct marketing require £5000

 Step 2- In the next step, there is cost need to estimate that are made among organisation
and advertisement agency. The EE limited make a agreement with the advertisement
agency in UK that require a cost is £ 7000
 Step 3- It is last step in which there is need to make comparison among planned budget
and cost that incur throughout the premiere.
4.2 Carry out the development of promotional plan for a business or product
EE limited launch its new smartphone HARRIER MINI in the international events 2017
is a iconic show. The advertiser manager develop a promotional plan for it new product so, they
can effectively sell into the target market that are described below-
Step 1: Assess marketing communication opportunities- It is the most important step
in which there is need to analyse the requirements of target market.
Step 2: Choose communication channels- The Marketing manager of EE limited two
type of communication are personal communication channels it include telephone contact,
personal sales presentation and face to face meeting ( Viswanathan and et.al., 2017). Whereas,
they also adopt non-personal communication that include magazines or direct mail that are most
effective to attract audience.
Step 3: Determine objectives- The main promotional objectives of EE limited regard to
its new smartphone product is HARRIER MINI to increase sales 60% from target the audience
in international event. Therefore, the another aim of promotion is to deliver information that are
in understandable manner to the target audience.
Step 4: Determine promotion mix- The EE limited advertise it new product smartphone
HARRIER MINI through social media, trade shows and Direct marketing.
Step 5:Develop promotional budget- It has been estimation of promotional budget is
60, 000 million
Step 6: Implement promotional plan- There is a need to implement promotional plan in
international event in the summer IDEAL HOME SHOW in August 2017.
4.3 Plan the integration of promotional techniques into the promotional strategy for a product or
business

There is a need to adopt promotional techniques that are highly attract a large number of
customers. For this, purpose EE limited design a promotional activities in well manner by spread
the company brand. Thus, it help organisation to sell their new smartphone by adopt various type
of promotional techniques (Lauwers and Swisher, 2015) . Therefore, company need to make plan
that are integrated with these promotional techniques and transfer them into promotional strategy
to them more effective at the type of usage. The cited company organise seminar sessions
through which they can easily show its activities and they can also involve in the general
community. Further, they also develop an website that are informative and conduct market
research on the potential target market.
4.4 Use appropriate techniques for measuring campaign effectiveness
The campaign is most vital part of the promotional activities that help in boosting
company's sale of its product . EE limited measure the effectiveness of campaign to finding out
the results are appropriate to the plan or not. There are various method that company adopt to
measure the effectiveness of plan in which the make comparison of sales from previous year to
current year is there is any improvement in its profit or not. Further, the another methods is to
make analyse the interest of audience towards new product and also conduct survey on those
crowd who visit the campaign (West, Ford and Ibrahim,2015 ). The interest can be tested by
company with the help of counting the numbers of coupons are collect by customers. Along with
that, get feedback from customers to know the efficiency of campaign through asking question.
Furthermore, it has been asserted that EE limited successfully attain the campaign as there are
almost most of customer collect coupons and there is an increase of sales about 40% from
previous year. The effectiveness can be judge through showing interest as most of the audience
repose rate is increase while the EE limited promote product.
CONCLUSION
Summing up the whole report, it has been concluded that the EE limited wants to
promote its new smartphone in the international event that are organise in August 2017. It has
been analyse that advertising manager successfully perform their role as they adopt AIDA
communication process to know the desire as well as interest of customer in target market.
Therefore, it has been also analyse they adopt promotional techniques in which they transfer
information through social media, direct marketing and trade shows that are highly attract a
customers in iconic shows. It has been said from the whole report in which there is promotional

plan is successfully implements and it impact on company's performance in positive manner in
which there is an increase of sales about 40 % that are compare in year 2016.

REFERENCES
Books and journals
Bhaumik, S., 2013. Private member's bill proposes plain packaging of tobacco products in
India. BMJ: British Medical Journal (Online). 346.
Chiosi, J. J. and et.al., 2016. Warning about the harms of tobacco use in 22 countries: findings
from a cross-sectional household survey. Tobacco control. 25(4). pp.393-401.
Colquhoun, H. and et.al., 2014. Towards a common terminology: a simplified framework of
interventions to promote and integrate evidence into health practices, systems, and
policies. Implementation Science. 9(1). pp.781.
Costa, R. and Menichini, T., 2013. A multidimensional approach for CSR assessment: The
importance of the stakeholder perception. Expert Systems with Applications. 40(1).
pp.150-161.
Courtney, K. L., 2013. The use of social media in healthcare: organizational, clinical, and patient
perspectives. Enabling health and healthcare through ICT: available, tailored and
closer. 183. p.244.
Elf, J. L. and et.al., 2013. Tobacco sales and marketing within 100 yards of schools in
Ahmedabad City, India.Public health. 127(5). pp.442-448.
Ferrell, O. C. and Fraedrich, J., 2015. Business ethics: Ethical decision making & cases. Nelson
Education.
Fonseca, A., McAllister, M. L. and Fitzpatrick, P., 2014. Sustainability reporting among mining
corporations: a constructive critique of the GRI approach. Journal of Cleaner
Production. 84. pp.70-83.
Hakanen, T., 2014. Co-creating integrated solutions within business networks: The KAM team
as knowledge integrator. Industrial Marketing Management. 43(7). pp.1195-1203.
Hiilamo, H., Crosbie, E. and Glantz, S. A., 2014. The evolution of health warning labels on
cigarette packs: the role of precedents, and tobacco industry strategies to block
diffusion. Tobacco control. 23(1). pp.e2-e2.

Jørgensen, S. and Zaccour, G., 2014. A survey of game-theoretic models of cooperative
advertising. European Journal of Operational Research. 237(1). pp.1-14.
Jung, J. W. and et.al., 2015. Fluoro‐Substituted n‐Type Conjugated Polymers for Additive‐Free
All‐Polymer Bulk Heterojunction Solar Cells with High Power Conversion Efficiency of
6.71%. Advanced Materials. 27(21). pp.3310-3317.
Kotler, P. and et.al., 2015.Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice
Hall.
Lauwers, J. and Swisher, A., 2015. Counseling the nursing mother. Jones & Bartlett Publishers.
Singh, T., 2014. A quasi-experimental study to assess the impact of cause-related marketing on
brand attitude and purchase intention. International Journal of Retailing & Rural
Business Perspectives. 3(3). pp.1116.
Tsai, Y., 2014. Learning organizations, internal marketing, and organizational commitment in
hospitals. BMC health services research. 14(1). pp.152.
Viswanathan, V. and et.al., 2017. The dynamics of consumer engagement with mobile
technologies. Service Science. 9(1). pp.36-49.
Weaver, S. J. and et.al., 2013. Promoting a Culture of Safety as a Patient Safety StrategyA
Systematic Review. Annals of internal medicine. 158(5_Part_2). pp.369-374.
West, D., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press.
You, Y., Vadakkepatt, G. G. and Joshi, A. M., 2015. A meta-analysis of electronic word-of-
mouth elasticity. Journal of Marketing. 79(2),. pp.19-39.