Case Of EE Limited | Harrier Mini | Advertising & Promotion
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Added on 2020-02-03
Case Of EE Limited | Harrier Mini | Advertising & Promotion
Added on 2020-02-03
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ADVERTISING ANDPROMOTION
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Explanation on communication process that applied to advertising and promotion............31.2Explain the organisation of the advertising and promotion industry.....................................41.3 Assess how promotion is regulated.......................................................................................41.4Explain current trends in advertising and promotion, including the impact of ICT..............5TASK 2............................................................................................................................................62.1 Explain the role of advertising in an integrated promotional strategy for a business ofproduct.........................................................................................................................................62.2 Explain branding and how it is used to strengthen a business or product ............................62.3 Review the creative aspects of advertising...........................................................................72.4 Examine ways of working with advertising agencies...........................................................7TASK 3............................................................................................................................................83.1 Explain primary techniques of below-the-line promotion. How they are used in anintegrated promotional strategy for a business or product..........................................................83.2 Evaluate other techniques used in-the below line promotion...............................................9TASK 4..........................................................................................................................................104.1 Follow an appropriate process for the formulation of a budget for an integratedpromotional strategy..................................................................................................................104.2 Carry out the development of promotional plan for a business or product ........................114.4 Use appropriate techniques for measuring campaign effectiveness....................................12CONCLUSION.............................................................................................................................12REFERENCES .............................................................................................................................14
INTRODUCTIONPromotion and advertisement is a very significant tool of marketing that are mainly adoptby every organisation for the purpose of attracting customers towards product or service. The EElimited 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 thesummer in the ideal home show in August 2017( Hiilamo, Crosbie and Glantz, 2014). In thepresent report, there is an discussion on communication process that are adopted to advertisingand promotion. Thereafter, there is an explanation on advertisement an promotion industry andalso discuss on the regulation regard to promotion. There is an also main discussion on variousprimary techniques that are used in below-the-line promotion and develop a promotional plan toimplement in the target market. TASK 11.1 Explanation on communication process that applied to advertising and promotionCommunication process means that transfer of information to more than two parties forthe purpose of provide them knowledge about something in understandable manner. It comprisesinto 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 morecustomer in potential target market that facilitates to survive for a longer time period. In thepresent scenario, EE limited appoint a advertising manager who promote and advertise one newSMART PHONES is HARRIER MINI in IDEAL FOME SHOW. Therefore, to attract a largeaudience towards this new product manager of advertising play it role in effective manner byapplying communication process. For this reason, they adopt AIDA model of communication tomake 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 betterresponse to its desires as well as needs. The advertising manager of EE limited apply AIDA model in ideal home show 2017 thatassist them to make advertising more impactful. Thus, in communication process its adoptstrategy wherein they get attention of audience towards smart phone at first place beforeconveying message with the help of advertising (Courtney,2013). Further, after this they try tomake them more interested by deliver benefits of product and describe how it will fit with theirlifestyle. 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 createpeople's desire for new smart phone. In the last of communication process final action should betaken by company to offer new product regard to their interest and desire. The whole process forthe purpose of advertising and promotion give guidance to advertising manager to target theaudience in a iconic show 2017 in effective manner.1.2Explain the organisation of the advertising and promotion industryAdvertiser of EE limited wants to promote its product HARRIER MINI in internationalevent as the advertising agency play it role effectively to attract customers. Thus, advertising andpromotion industry are comprises into four main departments which are described below-Account handling-The main role is that to develop a relationship among agency andcustomers that exhibits interest in both while talking in meeting. It is also responsible to establishas well as searching a new business. The main player in account handling that involves accountdirector, account planner, account manager and account executive. The Creative department:The department is mainly responsible for developingconcepts as well as ideas for the purpose of advertising, literature, promoting and othermarketing materials. Thus, which represents clients needs and negotiate with supplier such asweb designer, writer, photographer and film producers (You,Vadakkepatt and Joshi, 2015). Thecopywriter 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 Mediaresearch. Thus, in which Media research are those who try to get attention or reach targetaudience in most effective manner. Beside this, Media planning is also have a responsibility formedia mix and Media buying utilize client's money in most effective by using the negotiatingskills. Production Department: In this department who make sure there is a perfect delivery ofartist work at the most appropriate destination. It also monitor activities that deliver servicesperfectly that involve studio manager, operators and finished artists. 1.3 Assess how promotion is regulatedThere is a regulation regard to promotion which are imposed through regulatory bodies ofpromotion and advertisement. As, it lay down various rules which ensure that standards are to be
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