Advertising and Promotion in Business Essay - Disney

Added on -2020-07-22

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ADVERTISING ANDPROMOTION IN BUSINESS
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1 ..........................................................................................................................................11.1 Communication process applied to advertising and promotion ..........................................11.2 Organisation of advertising and promotion industry ..........................................................11.3 Regulations of promotion .....................................................................................................21.4 Current trends in advertising and promotion and impact of ICT..........................................2TASK 2 ...........................................................................................................................................32.1 Role of advertising in an integrated promotional strategy....................................................32.3 Creative aspects of advertising .............................................................................................42.4 Ways of working with advertising agencies.........................................................................5TASK 3 ...........................................................................................................................................5Covered in PPT...........................................................................................................................5TASK 4 ...........................................................................................................................................54.1 An appropriate process for formulation of budget ...............................................................54.2 Development of promotional plan for Walt Disney .............................................................64.3 Planning of integration of promotional techniques into strategy..........................................74.4 Appropriate techniques that measure the effectiveness of the campaign .............................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONAdvertising and promotion in a business defines where business stands. It is a way ofbuilding company's image in the market by attracting more customers. These are the componentsof promotional mix and plays a vital role in attainment of business goals. The Walt Disney is ahighly popular enterprise that facilitates entertainment to family members by its televisionproduction and live action films. Firm is constructing reliving elements of experience andnostalgic fantasies. Company gets popular for its character Mickey Mouse. Promotionalstrategies are important elements for an organisation to effectively communicate with customers.Enterprise is adopting different ways to retain its customers as well as attract new one. Alsochanged customer behaviour may impacted business in huge way. Disney company is adoptingbelow-the promotion and above-the promotion technique to make recognizable identity inmarket.i Thus, having one of the successful brand image today.TASK 1 1.1 Communication process applied to advertising and promotion The main motive of communication process applied to advertising and promotion is toattract more customers towards company. It is a way of giving and exchanging information withcustomers. It includes all elements such as sender, information, encoding, decoding, receiver,media channel and feedback. Effective communication is the life blood of any organisation.Disney is also engaged in adopting advertising and promotional strategies to create their brandvalue. Some of their hit movies created a wide impression not only on children but on adults too.It is leading producers and providers of entertainment in the world (World Health Organization,2013). Also, getting response from customers is also vital for any organisation and company hasachieved this target also. 1.2 Organisation of advertising and promotion industry The organisation of advertising and promotion industry are group of members forpromotion of business (Organisation of advertising and promotion industry. 2017). Suchorganisation works with the coordination of other departments. They have four departmentswhich are as follows: Account management- It helps in establishing relation between agency and clients. Itincludes director, planner, executive and manager. 1

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