Marketing Communications and Branding

Verified

Added on  2020/02/17

|25
|7608
|94
AI Summary
This assignment delves into the crucial role of marketing communications in building and managing brand equity. It examines various promotional strategies like advertising, sales promotions, and social commerce, analyzing their effectiveness in influencing consumer perception and driving business outcomes. Students are tasked with evaluating real-world examples, discussing challenges faced by businesses, and exploring innovative business models within the evolving landscape of digital marketing.

Contribute Materials

Your contribution can guide someone’s learning journey. Share your documents today.
Document Page
Advertising and
Promotion in Business

Secure Best Marks with AI Grader

Need help grading? Try our AI Grader for instant feedback on your assignments.
Document Page
Table of Contents
INTRODUCTION...........................................................................................................................3
1.1process of Communication that applies to promotion and advertising of WPP ...........3
1.2 Organisation of advertising and promotion industries....................................................4
1.3 Promotion regulation process:..........................................................................................4
1.4 Current trends in advertising and promotions, including the impact of ICT on WPP.....5
2.1 advertising role in integrated promotional strategies for a business product and decisions.
................................................................................................................................................5
2.2 Explanation of Branding and how it can be used to strengthen the business product
launched by wire and plastic products....................................................................................6
2.3 advertising strategy Creative aspects . Evaluation of the strategies to address the
successful advertising campaign............................................................................................7
2.4 Working with ad agencies...............................................................................................8
Task 2...............................................................................................................................................8
3.1 Explanation of the primary techniques of the line promotion and it 's use in integrated
promotional strategy...............................................................................................................8
3.2 Various technique and tools which used in the line promotion .......................................9
4.1 Various process for formulation of the budget for an integrated promotional strategy 10
4.2 Development of a promotional plan for goods and services..........................................11
4.3 Plan for the integration of promotional techniques into the proposed promotional strategy
..............................................................................................................................................12
4.4 Techniques for measuring campaign effectiveness........................................................14
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15
Document Page
Document Page
INTRODUCTION
A business makes its presence in the market by promotion and advertising is the method
of promotion. The promotion of a business is a beautiful way by which an business men makes
their customers aware of the current products as well as potential ones. These are the strategies to
persuade customers. The WPP(wire and plastic products)group is a multinational company of
public relations and advertising. Its the world's largest company with around 190000 employees
in 3000 offices and 112 countries. This report is based on WPP and its strategies for promotion
and advertising. The product portfolio of WPP includes insight of consumer, maintaining public
relations, advertising, affairs of public. (Anjum More and Ghouri 2012.), branding and identity
etc. Promotion is all about communicating to the target group. All the current trends in
advertising and promotion are discussed in this report. This report will help in understanding the
marketing communications scope, and importance of advertising and its role,the below line
techniques and their use and the plan to integrate promotional strategies.
1.1process of Communication that applies to promotion and advertising of WPP

Secure Best Marks with AI Grader

Need help grading? Try our AI Grader for instant feedback on your assignments.
Document Page
Process of Communication is the essential element of advertising and promotions. The
communication process main purpose is to address questions and queries from prospects and to
persuade customers. Process that applies here comprises of nine elements. Such as
sender,receiver,media, message, ,decoding, encoding,, response,noise., feedback. Process starts
with WPP which promote its product through advertising by social media, television and news-
pares. It encode its message in attractive quotes which is received by customers who are receiver.
The decode the massage and gives feedback. For example, if customer is interested, he buys the
product as positive feedback. In this case of WPP , party sending a message to their clients so
they are sender, WPP encode the message and it conveyed to prospects that this is the company
of ideas and innovations to maximize their promotions. viewers decodes the message and
customers are the receivers. Noise occurred because of unplanned distortions in the company and
feedback is what the customers gave to them(Buil Chernatony and Martínez 2013). The WPP has
a very dynamic communication process as it has wide range of portfolio and communication is
the key link to bind the company and customers together. The features advertising, customer
promotion package, they create a buzz.
Company takes support of television for promoting its products. This is accurate
communication medium which supports in making people aware with brand. Apart from this
internet is the great communication platform which is used by cited firm for advertising its
products and services. Company uses Face book, Myspace, Twitter etc. social networking istes
in order to promote its brand.
(M1)
Current rends of advertisement and promotions are social networking sites and online
campaigns. This can gain attention of mass audience and can help in making them loyal towards
the brand. Use of internet , smartphones has helped the organization in reaching to large number
of customers in short time. By this way company has become able to enhance its revenues to
great extent.
1.2 Organisation of advertising and promotion industries
As advertisement and promotion industry is one of most growing industry,ther is a lot of
creative structure in companies. Different firms try to attract maximum customers through
exclusive advertisement methods and gain profit out of it. There are small as well as large scale
organisation which has formal structure at workplace. Their employee contributes in business
Document Page
success through innovative ideas. So this industry includes various kind of techniques to promote
product. Advertisement and promotion industry is the most growing industry in United
Kingdom. They are organised in five categories. One of the most important categories is
advertiser which are considered as clients. Second category is advertising agency which
produces and distributes advertisement in United Kingdom. Another category is media which is
operated all over the world. Specialized marketing communications services are also provide
promotion services in the country. They all provide the best possible advertisement medium in
corporate world. They support to make an attractive presentation of product and services.
The advertising and promotions industry works in a centralised system. Other
organisation is of advertising industry that produces and distributes the advertising. There are
participants in the industry who work as free lancers and provide collateral services: artists,
directors, printers,writers, photographers etc. The organisations from the advertising and
promotion industries are divided in certain groups, and they are:
SPECIALISED ADVERTISING ORGANISATION: these are the agencies for higher types
of advertising like financial, industrial, entertainment, phone book etc.
GENERALISED ADVERTISING ORGANISATIONS: these are normal type of advertising
done by WPP for organisation like logo designs, marketing brands etc.
IN HOUSE ADVERTISING: These take tasks to complete individual to individual businesses.
There is struggle in achieving every single people through their promotions.
INTERACTIVE ADVERTISING ORGANISATIONS: these deals with the social media like
internet, Facebook, What's app, television. They have the utmost amounts of customers.
All these organisation work together to attain a common goal and do advertising and promotions
WPP works under the centralized system in which it works with industry such as
specialised, advertising agencies together. These helps in communicating brand image of cited
firm across the world. By this way customers become positive towards the brand and it create
remarkable impression on them.
1.3 How Promotion is regulated :
Regulation of promotions are completely depends upon the risk. If risk is high then it is
essential for the organization to withdraw from such promotional tool immediately. Formal
enforcement tools are essential elements in the regulation of promotions.
Document Page
There are three step of promotion regulation process in advertisement and promotion
industry. First step is pre development stage in which suggestion of customers and employees to
improve promotion method. Second step is product starting in which product is carried in
market. It shows whether customers will be attracted or not. Final stage in offers oriented
promotions in which new promotional activities are applied to increase sales of product ans
services. Promotional activities in advertisement industry are important part in United Kingdom.
There are some feature which a promotion must have to create a healthy environment. These
features are provided according to the UK law. First the promotion must have an accurate
description about services and product for which promotion is done. Another regulatory features
include that it must be legal and truthful regarding information. The promotion must be descent
and honest. It should not encourage illegal, unsafe or anti-social behaviour. Thus the promotion
is regulations are done according to the law provisions.
Promotional regulations involve development of specific rules and regulation related to
advertisement. In the year 1961 non broadcast advertising methods have been set by the UK
government. BCAP codes have been created for broadcasting advertisements. In this company
have to take care of many things in their sales promotions. These rules have get modified time to
time by the concern authorities that helps in improving efficiency level of companies and they
can plan their promotion strategies effectively.
Risk and likely impact of promotion regulates the promotional activities. if there is high
risk in the approach then the WPP immediately withdraws the campaigns or edit it(Dharand
Varshney 2011). Promotion of activities is completed in three stages like:
pre development stage: in this stage the activities for promotion is done prior to the product is
launched in the market. These promotions attract the customers attention way before the product
is going to launch in the market. after grabbing their attention WPP take their comments,
feedbacks on the introduction of the merchandise.
Product starting: this is the key stage of promotions.. this is the initial stage of product and this is
the time the customers fate is decided this stage defines whether the clients will be attracted to
the customers or not. however the ads have to be lucrative too.
Promotions to be oriented offers: these are used to carry out to provide offers to the clients .
They are especially don e to provide attractive offers. But sometimes the up to date discharge of
the merchandise.

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
1.4 Current trends in advertising and promotions, including the impact of ICT on WPP.
Information and communication technology has major impact on advertising an
promotions as there are many equipment used by company in this industry. For example, to
promote or advertise any product,every firm needs computer, camera or phone to convey right
message to customers with effectiveness. Current trand in this sector is changing as some firms
wants to attract new client. On other hand, online promotion is becoming more popular these
days (Save a Word document as a template. 2010).
Today information technology has changed the way of advertisement and promotional industry.
One of the major current trend is real time bidding and programmatic approaches through
online advertisement. Another new trend in promotion and advertisement on WPP is native
advertisement which takes advantages from the way people use the platform. Other trends
include Video advertising, Targeting,Localised and geo targeting and mobile advertisement.
In the modern corporate world people are using internet and social networing sites
effectively that has made strong changes in current trends. There are various trends such as
product advertising, promotions. Current trends includes:
Social networking sites
Online display
Mobile advertising
By using these trends cited firm is trying to gain attention of mass audience. It helps in
making people loyal and making them positive towards the brand. Now-a-day people are using
smartphones thus, internet mobile advertising has become important part of organizations.
Through this medium company website can be send directly through text messages. Social media
helps in reaching to the mass audience. By this way brand image of the company can be spread
across the world. This is because of development of ICT. That has supported the organization in
promoting their products and services effectively.
In today's scenario advertising and promotions are media oriented. The aim of WPP is to
maintaining the old clientele and top grab the new ones. The online promotions is the fastest way
through which the customers are attracted towards the campaign(Dholakia 2010.), they educate
them about what is trending and which brand is growing and becoming popular. this has been
the most popular trick to interest customer as it gives special deals and take suggestions from
Document Page
customers. Integrated marketing communication (IMC) is proved to be the another trend in
advertising approach. Globalization here causes a perplexity on
whether they should focus on global advertising or domestic advertising?
Will stipulation of ads be useful?
Amount of consistency needed to reach customers?
The effect of ICT in WPP advertising and promotion is very crucial in gaining brand
success. Information and communication technology has proved to be beneficial in the success as
they have their own short films for promoting brands(Diamond 2011), it creates a buzz among
customers through promotional activities.
2.1 advertising role in integrated promotional strategies for a business product and decisions.
Advertisement helps in conveying right message about profit features to customers and
highlight its strong characteristics. So that maximum clients can be attracted. It boosts credibility
from profit to consumer. It is beneficial for outdoor promotion and make consumer think that
they have found what they were searching.
Advertising play a vital role in promotional strategies for the business organisations in United
Kingdom. Being a leading advertisement company WPP plc has an effective advertising plan
to make an promotional strategies. For example of advertisement of a soap, the company uses
posters, television and banners in promotional activities. If these medium of advertisement are
effective and attractive then maximum customers will buy the product and promotional strategy
will be successful.
Advertising is the main element of marketing communication which is considered as
integrated part of promotional strategy. This tool supports in reaching to the target customers and
can help in increasing sales volume of the entity. Apart from this advertisement is also beneficial
in building strong relationship with the consumers. By this way people can be loyal towards the
brand and it can assist in increasing profitability of the entity.
Advertising is the portion of strategies of promotions, it plays as a tool for the promotion
of mass media and different types of advertisements serve different purposes of communicating
with prospects. It serves the purpose of reaching to customers via radio, business directories,
movies,TV, websites etc. through advertising consumers can be reached on a very large
scale(Lee and Lee,2012.). It also helps in building personal relations with the customers through
e-mails. And wishing on them on their birthdays, anniversaries etc.
Document Page
Integrated promotional techniques Role of advertising
Traditional advertising Showed advertisement on televisions,
billboards, hoardings, posters.
Sponsoring Through sponsoring of events like sports they
can advertise the brands and get huge number
of customers attention.
Online promotion Advertising through online plays a great
impact on the customers , it provides special
deal only for online users.
Local promotion This is done by distributors or retailer.
Advertising shows the strengths of the product to the customers its helps in promotional schemes
so as to reach to the targeted customers(Haque Ahmed,and Irfath 2010). It helps in boosting the
credibility in the minds of clients.
2.2 Explanation of Branding and how it can be used to strengthen the business product launched
by wire and plastic products
Branding can be defined as features of the company that make it differed from others.
Branding tool helps in improving market reputation of entity and by this way firm can develop
its products as per the need of customers. WPP has strong brand image this helps the cited firm
in getting favourable results. With the help of strong brand image entity can gain competitive
advantage and can strength its position. Branding assists in increasing consumer loyalty and it
builds long term relationship with the customers. Brand is a well established image of company
in term of sign little, symbol or design. It is used by company to make consumer think that it is
only profit which is up to mark as per their needs. It verifies credibility of company among
consumer. It connects company target of profit maximisation. It can be used to motivate
customer to buy product. Branding is a marketing practices which include creating name ,
design or symbol that makes a drastic difference in product and makes it unique in term of
features from other products in same product line. For example of soap , Being a well known
brand , advertisement of WPP makes a unique image in sight of customers and makes them buy
the product.

Secure Best Marks with AI Grader

Need help grading? Try our AI Grader for instant feedback on your assignments.
Document Page
Branding refers to a characteristic of product which attaches a customers with the
company. It is done with the creation of logo, symbol or a slogan. This is done to for
differentiating their products. Its not about creating a target audience(Heerdeand et. al., 2013), its
about the creation of the prospects of the organisation to determine them as the only product or
brand that will provide an effect for their problem. The use of branding is as follows:
Confirms company credibility A good brand of a company will verify the
companies credibility and customer trust the
brands.
Delivers content clearly Branding helps the organisation to deliver the
content of the product and of the company
clearly to the customers so that no ambiguity is
there.
Connect target prospects Branding helps to connect the customers
psychologically to the company and targets
prospects using customers.
Loyalty Customers are loyal towards the brand they
use, it gives a concrete connection . Branding
do increase loyal customers.
Branding helps the company to make its customers loyal as it fulfils the customers expectation
and it creates a common expectation from a product of company and the company do researches
and development(Kim2013.). The differentiated products gives the competitive advantage to the
company and the consumers are provided with the new and improved products.
2.3 advertising strategy Creative aspects . Evaluation of the strategies to address the successful
advertising campaign
Advertising is the medium that can help the organization in promoting its brand image
across the world. In the absence of creativity entity can fail to meet with its long term objectives.
One of creative aspects of advertisement strategy are ad copy which is use in online methods
through a link on internet. Another aspects is layout which includes size, font and colour of
advertising page. Brand strategy is used by company in advertisement and promotion campaign.
Document Page
In this firm spreads effective information about brand and attract customer. This strategy is
adopted by company to succeed in advertisement campaign. Creative aspects of advertising
support in better promotion al activities .Some creative aspects are Creative Team,Creative
Concept,Creative Tension and Principles of Design. Creative team helps in making promotion
more attractive and efficient to capture maximum customers through online as well as offline
medium.
As advertising is a dynamic medium so creativity is needed in advertising so as to create
attention. Without innovation and a creative approach its impossible to survive in the cut throat
competition in this competitive market. The four aspects of creative advertising strategies is as
follows:
the product must be relevant according to the needs of the consumers.
It is one of main concern of WPP, cited firm is planning to enhance its market reputation
it is only possible when it provides consumers products as per their need and requirements.
Gives a promising value to the customer.
If firm promise them of providing valuable products and services then it will raise
company's image and entity will be able to gain competitive advantage. By this way firm will be
able to sustain in the market for longer duration.
Brand message should be co-operated it should not infer the meaning of the brand message.
Advertising strategy is the essential think that helps in improving brand image of entity
that can help in developing unique image of the firm in the mind of consumers. It can make them
loyal and can retain them in the organization for longer duration.
the advertisement should revolves around the product only(O'GuinnAllen,and Semenik,2011).
Product should be the centre of it. These strategies are to be evaluated to be the successful . If the
customers get impacted by it.
Strategies for advertising:
Ad Copy: It is used by the advertisers to add key phrases for the advertisement happens to be
created. This is an exceeding method not just to pronounce in which ad link takes, but to create
advertisement to look as attractive as it possibly can to attract the individuals and attach them
with the ad and the brand.
Brand strategy: it is the strategy to deliver the brand message to the customers. it includes all the
communication you make to make the customers aware about the brand.
Document Page
Advertisement helps WPP in making people aware with the brand and making them loyal
towards the brand. With the assistance of effective strategies cited firm can effectively perform
in the market.
2.4 Working with ad agencies
There are many ways in which advertisement agencies which help in promoting product
and increase sales in future. These agencies make a fixed budget which helps in controlling
expenses in promotional process and benefit the company in long term. Time is also set so that
company tries to compete promotional campaign within time and make it successful. The
timelines for each project are a result of discussion between both the parties, the ad agency and
the organization. Working with an advertisement agency is an important part for any business
organisation to promote the product or services. The company as advertiser has to provide all
the information to advertisement agency. On the other hand, the advertiser has to establish
flexible relationship with the agency. The agency must know about the advertiser company to
customise its promotional activity according to client.
To be with a successful ad agency, means to keep a smooth connection and operate with
creativity. You will find four fundamental rules which organizations of business should follow.
Setting goals: Every promotion has an explanation that must be very obvious between
the advertisement company and the organization. If the goals of the advertisement ain't be
utilized, then they are likely not able to get them organized within their capacity.
Covering the bases of budget: Your budget choices are to be very nicely kept between
the agency and the organization. People from both the sides are supposed to know all the
explanations for each and every costing , the all inclusive costs.
Staying in contact: It is positively assumed to have good communication between the
organization and the ad agency. Such a great relation ensures the success of the
advertising agency(Schaeffler 2012.). There must be constant interactions to clear the
sudden creative faults among them.
Establishing specific timelines:It is mentioned in the conditions whenever a campaign
starts, so that there won't be any faults which would delay the project.
There are several ways that can help in working with advertising agencies. These are such as:
Agency client partnership
Creative boutiques

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
In house advertising
Media etc.
WPP needs to go with accurate advertising agency which can help in raising its band
image in the mind of consumers. Media is the appropriate way that can communicate message of
the firm to mass audience in short period. By this way consumers can change their mind and they
can be loyal towards the brand (O'Guinn, Allen and Semenik, 2011).
Task 2
3.1 Explanation of the primary techniques of the line promotion and it 's use in integrated
promotional strategy
Below the line promotion techniques are specific, and focused on a fixed group of consumers of
company in market. There are controlled by company and their main purpose is to create a huge
brand image of company to improve product performance. Above the line promotion techniques
are vast than below line techniques. These cover maximum audience in market and uses mass
media fro promoting product.
Below the line techniques of advertisement company like WPP plc are the way in which the
promotional activities are done other than radio, television, billboards, print and film.These
techniques include direct mail campaigns, trade shows and catalogues, and targeted search
engine marketing. They are used by the company in promotion of a product as they directly
convey message about product or services.
Primary Technique Use in Integrated promotional Strategy
Direct E mail marketing Direct mailing can give mixed results to the
company and it is an appropriate way to
communicate with the targeted market. These
types of marketing campaigns have to be
design professionally and they have to hire
professional writers to communicate. Create
message which would compel the intend of
customer that he cannot ignore. The cost of the
direct mails are totally based on length of the
Document Page
you systematic process but normally they are
lesser than any form of above the line
techniques.
Marketing form one door to another Company can use this type of marketing
technique where takes sales to the personal
level. This is a most commonly used form of
the last line of the promotion (Shannon
shannon 2011). It has a need of extremely
trained staff for sales who has the information
to make a relationship in the market.
External field marketing This type of marketing is having a need of the
person which are having an expertise in the
make a connection with the people in the
markets. They are having an expertise to make
a proper communicate with the customers
which help to increase data base of the
customers via making external marketing
activities.
Primary techniques of below the line promotion (BTP) is the great technique which is
used by the organization in increasing its sales volume. Pricing promotional technique is the
main strategy that can support in attracting more customers towards the product. If WPP give
cash discounts to consumers then it will help entity in meeting with its objective of high
revenues.
3.2 Various technique and tools which used in the line promotion
Other techniques in below the line promotion are useful to make product popular among
customers. One of major other technique is Demonstration in which salesperson shows use of
product in front of customers. Another is public relation in which company keep good term with
clients to make positive impression. Internet is another useful techniques of below the line in
which maximum clients are targeted (Dholakia, 2010). Events and coupons are also helpful
techniques. Other below the line promotional techniques are Trial Generation and free
Document Page
Sampling,Free/Extra Product,Premiums, (Door to Door Selling),Coupons,Rebates,Promotional
Pricing,Trade-In,Loyalty Programs,Contests and Sweepstakes,Demonstrations,Personal
Appearances,Sponsorship which are used in advertisement industry and prmotional activity .
Tools Use in integrated promotional strategy
Promotional Pricing Most of the organisations are using this type of
promotional technique according to this
technique a company can reduce their cost and
prices which helps to attract their customers
and it help to increase the sales of the products
in a quick manner. So it is power full
promotional techniques which can be used by
a company for short time of period to boost the
sales.
Trade-In It is a type of promotional techniques in which
a retailer company provide an option to the
customers to buy a product via exchanging an
old product with them. It creates an interest of
the customers in the deals which help to the
company to grow up their sales on the initial
level. So it can be used by the company for
limited time of period.
Loyalty Programmes Customers are offered rewards in this
technique of promotion, such as discount on
price and free products on purchase of a major
product, and other activities are known as
loyalty programs.
There are several techniques which can be used by WPP in its below the line promotional
strategy. Cited firm can give additional coupons to its valuable consumers in order to make them
loyal towards the brand. Apart from this cited firm can also offer money refund facilities to its
customers. This can help in increasing satisfaction level of clients and making them loyal

Secure Best Marks with AI Grader

Need help grading? Try our AI Grader for instant feedback on your assignments.
Document Page
towards the brand. Point of sale is another technique which can assist in increasing sales volume
of the organization.
4.1 Various process for formulation of the budget for an integrated promotional strategy
First step is formulation in which all needs of customers are identified to achieve
organisational objectives and relevant data is provided related to cost of production and
promotion. Second step includes implement in which a budget plan is implemented on firm
activities to promote product. Final step it implementing in which desired and real attained
results are compared. Operational budget method is easily the most proper procedure to
formulate appropriate budget of sales and related promotions. Various three major steps in the
this process to come up with a best budget for the firm's integrated promotional strategy.
Process of making the budget including the following steps:
First Calculate or make an estimation about all the costs of the promotion activities.
These can be calculated by studying all the marketing objectives.
Second step include the calculation of the cost which ad agency can charge from the
company.
Third step include the all the actual costs re compared from the planned cost in order to
find out any variations. More the budget will be planned more it will give fruitful results
to the enterprise ().
Process
Step Process
Step 1 Only at this step, the entire approximate cost
for the promotions involve entire types of
marketing stuff, production and medium of
marketing expenses are always calculated.
Step 2 Here, the costing is completed at this step and
the transactions are ought to be made between
the companies and ad agency also.
Step 3 Actual final step following the step that is
premier from the promotions. All the costing
through out the premiere are mustily compared
Document Page
Step 4
to the budget which is already planned, and it
makes the company reconsider the budget , or
else the prior budgeting shall continue.
In order to make the budget for the promotional strategy WPP needs to observe market
climate first.
It is the first phase in which research about market condition needs to be done by the
marketing manager.
In the second phase individual has to conduct SWOT analysis in order to identify strength
and weakness of WPP.
In the next stage company needs to create competitive marketing strategy and have to
modify its existing plan.
In the next phase manager of WPP should implement plan and have to monitor activities.
In the last stage individual has to get feedback from consumers and on the bases of this
feedback person has to formulate budget.
Promotional techniques Budget
TV commercialization £1 million
Youtube advertisement £50000
Twitter £50000
Total £2 million
4.2 Development of a promotional plan for goods and services.
As WPP is a leading firm in advertisement and promotion industry, it has to develop an effective
promotional plan for goods and services. First step should be attractive features of advertisement
so that it can attract maximum number of customers. After creating positive impression, multi
channel advertisement is use to cover major target market. Sponsorship and special event are
conducted to attract customers (Dhar and Varshney, 2011). After that, consumer sales promotion
Document Page
and personal selling are used. Finally, it should be monitored so that results deviation can be
identified.
Create look
Picture look
Prepare the firm and goods sales brochure
Additional promotional helps
Monitoring of promotional plan

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
Create the look: It is the first step from promotions must be taken to create an interesting
picture of the goods and services within the consumer's mind. It must be of such a kind
that the customers would be amazed to know more about the product or the company.
Picture the look: In this period, the image from the product is to be presented in front of
the public(Shimp,and Andrews,2012. ). The pictures need to be thrilling, lucrative and
attractive. The must have part of the costumers' minds once they know about it.
Prepare the organization and product sales brochure: Sales brochure for the
product should be produced by the organization and employees must be present in stores
nearby in order to create awareness about the product in general public, and promote the
product and its sales.
Additional promotional helps: This step of the process include catalogues , view cards,
website short takes, company site, etc. An obvious concept of the merchandise and the
company is constituted in the mind of a customer person in this step .
Monitoring and promotional plan: This step have been carried out in their order, the
examination of the promotional plans and works are did with feedbacks and questions
from everyone considered and very attentively handled.
Promotional plan of WPP needs to be prepared by managers through effective research.
In this respect they have to first decide what type of image they want to make in the mind of
consumers. Cited firm should use television and social medial platforms to promote its products
and services. Facebook, Twitter etc are effective sites that is visible by large number of audience.
Company can attract mass people by using these social networking sites.
4.3 Plan for the integration of promotional techniques into the proposed promotional strategy
There are many techniques through which WPP can promote its products and services.
One of major promotional technique is sampling in which firm provides product to consumers to
use it ans give feedback about it. On basis of the response, appropriate rectification is made.
Company can provide free gifts to attract customers and make them more motivated to buy
product. These techniques can be beneficial in promotion plan of WPP (Valette-Florence,
Guizani and Merunka, 2011).
Tasks Plan Budget Deadline
Document Page
Pre- Promotion The promotion of the
upcoming product
have to be done. The
general public must be
made aware of what is
the product all about.
Consumers of the
similar products must
turn their attention
towards the detailed
information provided
about the upcoming
product of the
company
----------------------- ----------------------
During Promotion The product is to be
introduced in the
market and must gain
the attention of public
and turn them into the
consumer of the
product. Brochures
with the information
about the company
and the product shall
be provided to the
general public.
------------------------- -------------------------
Post Production Sales must be
observed and the
feedbacks are very
essential for the
Document Page
company. Customers'
suggestions for
making it better shall
be considered
seriously. Give them
loyalty gifts and
contest to win.
--------------------------- ---------------------------
The integrated technique of promotion can support the WPP in attracting more customers
towards the brand. Price fluctuation can attract more people because by his way maximum
people can be able to afford its product. High prices creates status symbol but when company
offers its products at affordable rates then it will help in making them loyal towards the brand.
4.4 Techniques for measuring campaign effectiveness
Some of major techniques are profit, sales, communication , attention and persuasion
which shows degree of success of campaign effectiveness. If decided profit is gained through
revenue, it means outcome is successful. If sales are not up to mark then it is not achieved target.
Campaigning is done to promote the products and to create awareness among the customers and
potential customers (Kim, 2013).
Awareness and Recall: Uses of photographs and images from video clips are able to
aware people and recall of your targeted audience. The company can also test messages
called attitudinal measurement(Schudson 2013.). The company can determine the
emotions that the ad message has invoked in the viewer.
Inquiries: The advertisement campaign effectiveness can be calculate by lots of inquiries
received by the company during the campaign period. Asking for the source is a way of
the inquiry . Online ads that customers click through to get to the company's website or
product page are easily traced by the online ad vendor from the ad.
Internet: Digital form of internet advertising poses special measurement challenges that
the internet industry and ad are attempting to refine. Impression measurements include
clicks and unique visitors (Heerde and et. al, 2013).

Secure Best Marks with AI Grader

Need help grading? Try our AI Grader for instant feedback on your assignments.
Document Page
Online campaigns are appropriate technique because by this way WPP will be able to get
immediate reviews from customers. It will assist in improving products and services as per the
need of consumers. By this way sales volume of the company can get increased and it will be
able to gain competitive advantage.
CONCLUSION
To communicate with customers the best possible way is through promotional activities and
through advertisements. They are the dynamic force that helps in linking customers with the
company. All the activities done for promoting and advertising of brands to achieve a common
goal, and to build a customer relationship via communication which is profitable to the business.
These two are the survival links of the business in the markets, its on the firm to choose the
strategies which will help the firm in branding and make the customers loyal towards their brand.
In this report it has been studied that the overall success and fame of the business entirely
depends on how they advertise and promote their products and services. The promotional
strategies and their importance has been analysed with the help of branding plans and targets and
templates for the same. The report here comprises of the promotional strategies and IMC and
ICT techniques used by WPP. The importance of promotion and advertising has made the
company a well recognised brand.
Document Page
REFERENCES
Books and Journals
Anjum, A., More, V.S. and Ghouri, A.M., 2012. Social media marketing: a paradigm shift in
business.
Buil, I., De Chernatony, L. and Martínez, E., 2013. Examining the role of advertising and sales
promotions in brand equity creation. Journal of Business Research. 66(1). pp.115-122.
Dhar, S. and Varshney, U., 2011. Challenges and business models for mobile location-based
services and advertising. Communications of the ACM. 54(5). pp.121-128.
Dholakia, U.M., 2010. How effective are Groupon promotions for businesses?.
Diamond, J., 2011. Retail advertising and promotion. Fairchild Books.
Haque, A., Ahmed, K. and Irfath Jahan, S., 2010. Shariah observation: advertising practices of
Bank Muamalat in Malaysia. Journal of Islamic Marketing. 1(1). pp.70-77.
Heerde, H.J.V. and et. al., 2013. Price and advertising effectiveKim, D., 2013ness over the
business cycle. Journal of Marketing Research. 50(2). pp.177-193.
Kim, D., 2013. Under what conditions will social commerce business models survive?. Electronic
Commerce Research and Applications. 12(2). pp.69-77.
Lee, I. and Lee, K., 2012. Social shopping promotions from a social merchant's perspective.
Business Horizons. 55(5). pp.441-451.
O'Guinn, T.C., Allen, C.T. and Semenik, R.J., 2011. Advertising and promotions: An integrated
brand approach. South-Western.
Schaeffler, J., 2012. Digital signage: software, networks, advertising, and displays: a primer for
understanding the business. CRC Press.
Schudson, M., 2013. Advertising, the uneasy persuasion (RLE Advertising): Its dubious impact
on American society. Routledge.
Shannon, J.L., Shannon Jeffrey L, 2011. Promotions and advertising system. U.S. Patent
Application 13/104,622.
Shimp, T.A. and Andrews, J.C., 2012. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
Valette-Florence, P., Guizani, H. and Merunka, D., 2011. The impact of brand personality and
sales promotions on brand equity. Journal of Business Research. 64(1). pp.24-28.
Online
Document Page
Save a Word document as a template. 2010. [Online]. Available Through:
<https://support.office.com/en-gb/article/Save-a-Word-document-as-a-template-
cb17846d-ecec-49d4-82ea-a6f5e3e8b9ae>. [Accessed on 11th April 2017].
1 out of 25
circle_padding
hide_on_mobile
zoom_out_icon
[object Object]

Your All-in-One AI-Powered Toolkit for Academic Success.

Available 24*7 on WhatsApp / Email

[object Object]