Advertising and Promotion - PDF
Added on 2019-12-03
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ADVERTISINGANDPROMOTION1
TABLE OF CONTENTSAdvertising and Promotion.....................................................................................................1Introduction.............................................................................................................................3Task 1.....................................................................................................................................31.1 Communication process in advertising and promotion...........................................31.2 Explanation of the organisation in the advertising and promotions industry...........41.3 Regulation of the promotion....................................................................................41.4 Current trends in advertising and promotions.........................................................52.1 Role of advertising in integrated promotional strategy............................................52.2 Use of branding to strengthen the business............................................................62.3 Creative aspects of the advertisement....................................................................62.4 Ways of working with advertising agencies.............................................................7Task 2.....................................................................................................................................7Conclusion..............................................................................................................................7References.............................................................................................................................92
INTRODUCTIONThe term advertising can be referred to as the controlled andpaid message in themedia and promotion includes the paid and free marketing activities to sell the product.Advertising is one of the elements of promotional activity (Chang, Rizal and Amin, 2013).The both terms are used interchangeably as in small firms, both are used together but inlarge corporations, there are separate departments for both activity. In this project report,focus has been made on the advertising and promotion of vantage point shoppingcomplex at Westfield Stratford City. This report contains the discussion about the scope ofmarketing communications and the role and importance of advertising. Further, it has beendescribed about the below-the-line techniques and integration of promotional strategies.TASK 11.1 Communication process in advertising and promotionIn accordance with the advertising and promotion, communication should beeffectively done in order to reach the target market. This will attract more customers andultimately more profits can be generated (Eagle and Brennan, 2007). In this competitiveworld, shopping complex has to adopt the effective communication process so that salesof the firm can be increased. The process of communication in advertising and promotionis as follows:Sender: It is typically the shopping complex which sells the product to theconsumers.Encoding: The person mainly, marketing manager will communicate the messagein an understandable manner. Transfer Mechanism: It includes the mediums such as advertising, personalselling, promotional mails which are used to transfer the message to theconsumers. Decoding: It involves the process of interpreting of message by consumers. Thatis why encoding should be done in an effective manner so that consumer interpretswhat the company wants to deliver (Fam and McNeill, 2009).Response: Reaction of customers towards the delivered message can be checked3
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