Advertising and Promotion in Business

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Advertising and Promotion in Business
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Advertising and Promotion in Business
Contents
Task 1..........................................................................................................................................................3
LO 1 Scope of Marketing Communications................................................................................................3
1.1 Communication Process in Advertising and Promotion.....................................................................3
1.2 Organization in the Advertising and Promotions...............................................................................4
1.3. Regulations of Promotion in the UK.................................................................................................5
1.4. Current Trends in Advertising and Promotions, Impact of ICT........................................................6
LO2 Role and Importance of Advertising....................................................................................................7
2.1. Role of Advertising in an integrated promotional strategy...............................................................7
2.2. Branding and its usage in a Business................................................................................................7
2.3. Creative aspects of Advertising Strategy..........................................................................................9
2.4. Ways of working with Advertising Agency......................................................................................9
Task 2........................................................................................................................................................10
LO3 below-the- line techniques and its use...............................................................................................10
3.1. Below-the-lines techniques and its usage for Amazon....................................................................10
3.2. Evaluate other techniques of below-the-line promotion strategy....................................................11
LO4 plan integrated promotional strategies...............................................................................................12
4.1. Formulation of Budget for an integrated promotional strategy.......................................................12
4.2. Development of a promotional plan for a business product............................................................12
4.3. Integration of promotional techniques into the promotional strategy for a business or product......13
4.4. Some techniques for measuring the campaign effectiveness...........................................................14
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Advertising and Promotion in Business
Task 1
LO 1 Scope of Marketing Communications
1.1 Communication Process in Advertising and Promotion
Communication is a process through which one can share or exchange some ideas, information
with the other. In a communication process, a large number of the audience s involved. Source,
Sender, Channel, and Receiver – are the four required elements of communication (Polgár and
Kazinci, 2013). Sender gets data from the source and sends it to the receiver with the help of a
channel or medium. Thus a communication process happens. Sharing or exchanging information
with the help of mass media is called Mass Communication. There are some types of
Communications, i.e.: Intra-Personal Communication, Interpersonal Communication, Group
Communication, etc. Advertising and Promotion is one of the means of Mass Communication.
Advertising and Promotion help to rebuild a brand's image by improving its quality. It has a
significant role in the repossession of an organization (Polgár and Kazinci, 2013). The
communication process in advertising and promotion works dynamically, which helps to brand a
product or service. Communication process's purpose is to decode the message of the promotion
in an easier way so that a consumer can understand the same. This type of communication has
some components that have a meaningful message. The message must be presentational and
market-based. Not only the message but the professionals related to this field has to be educated
in a proper way. They have to be convincing so that consumers can trust their words. Apart from
these, there are some symbols that make the message effective (Polgár and Kazinci, 2013). Amazon
does their promotion in a very creative way. They use daily newspaper and magazines to push
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Advertising and Promotion in Business
the features of the products, On the other hand, they also use television, radio and digital media
to interpret their messages.
1.2 Organization in the Advertising and Promotions
In a case of advertising and promotion, Amazon's main aim is to create their promotional
activities to answer their consumer's queries and impress them with the service (MacRury, 2014).
There are some groups in the organization from advertising and promotion industries. They are
as follows:
 Organizations which generalized. This type of organizations is for conventional
advertising like the – design a logo, branding a product or service for marketing
(MacRury, 2014).
 Organizations which has in-house advertising deals with every single audience. It is also
called the individual to an individual business.
 Organizations which copes with television and the internet are quite popular. They are
also very interactive in publishing their advertisements in social media. That's why this
kind of advertisements attracts more audience.
 There are some organizations which are specialized. They are bound to deliver financial,
entertainment, industrial advertising (MacRury, 2014). They bring the advertising in an
attractive way with utmost care.
Amazon does their advertising and promotion with the help of these significant
organizations. Newspaper, Magazines, Tabloids, Internet, Websites, Banners, and Hoardings
are the means of communication that used by Amazon. The organization itself is the sender
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