Promotional Tools & Strategies

The assignment delves into the world of marketing promotional tools and strategies. It analyzes a range of scholarly articles examining topics such as mobile advertising, brand promotion, content analysis on Twitter, socially responsible advertising, heritage promotion, consumer willingness to pay for national brands, corporate reputation management, and lamb promotion campaigns. The document also incorporates online resources like essentials of mobile marketing and promotional tools case studies for a comprehensive understanding.

ADVERTISING AND
PROMOTION IN BUSINESS

INTRODUCTION
Advertising is the one of the important part of marketing of products and services. There are
multiple ways in which marketing of product is done. In the current report communication
process is explained in detail and it is identified that it can be used in depth for marketing of
products. Apart from this, in the report integrated promotion is explained in detail and it is
applied on products. Below line promotion methods are widely used by the firms in their
business and same are explained in the report. Apart from this in the research study in which
advertisement agency work is explained and measures that may be adopted for measuring
effectiveness of campaign is discussed.
TASK 1
1.1 Process followed for communicating message in promotion of products
In advertising and promotion, the process of communication is necessary for the purpose
to attract the customers towards the product. It is a process which is used to obtain the favour of
the customers and to know the preference of the customer. It is also used to impress the
customers in the market. In addition to this, as a trainee advertisement and promotion manager in
H&M retail store we have described a process of communication which applicable in the
advertising and promotion (Steenkamp Van, Heerde and Geyskens, 2010). This commination
process model consist of the elements such as
 Sender: Information about the product is provided to the customers in the form of
message by H&M as a sender. The message contains all the relevant information about
the product.
 Message: It is the information which contains information like product brand, quality,
design, price etc.
 Media: These are the channels of communication used to provide information to the
customers such as internet, H&M website, telesales, magazines etc.
 Encoding: Communication channels will convert the message in coded form to attract
the customers (Williams, Capps and Dang, 2010).
 Receiver: It is a person or the customers to whom the H&M will send the information
about the product.

 Decoding: The customers will decode the message to understand the information of the
product and select the product according to their preference.
 Response: After getting a clear understanding of the product the customers or receivers
will send the message to the H&M by the channels.
 Feedback: This is response of the customers about the product, either like product or not.
They can also provide their preference about the product.
1.2 Evaluation of firm operating in advertisement industry
For the promotion of the products and advertisement the companies will hire some
organisations. These the companies which promote the product of the stores and brands in the
market among the customers through their channels. These organisations have their own channel
of media, through which they communicate with the people and provide them information about
the products of the companies (Gold and et.al., 2011). In this context, the H&M is a retails store
which want to provide fashionable and quality product at the reasonable prices. And the digital
spring Ltd is the company which is hired by the H&M store to advertise and promote its brand
and products like cloths and accessories. Digital spring is an advertisement and promotion
agency which is connected with several companies in Europe. It is a marketing company of
brands and products which provides a platform to the companies to promote their brand, it uses
various media such as social media, website of the digital spring, call centres. The website of the
digital spring contains all the information about the stores of H&M. To promote the products it
make video advertisement and upload on the website. So that the customers can easily access the
information about the product. And the company digital spring also uses print advertisements
such as templates, magazines etc.
1.3 Regulation of promotion
Every country has different regulations and policies towards the promotion ad advertisement.
These policies have been taken in to consideration while doing the promotion of the brands.
Promotional policies must be developed by the advertisement agency for regulating the
advertisement in the country (Dong-Hun, 2010). In the country, UK there are some regulations
towards the branding such as there will be no such irrelevant information about the products, all
the information which are provided to the customers should be correct, all the facts in the
information should be in existence, promotion of the products will not contains irrelevant

information about the competitors, no information about the competitors should be given in the
advertisement, the products which are preferred by the customer should be good quality. For the
regulation of marketing and promotions of the products or the brands in UK the digital spring
will consider all these policies and will communicate all the facts to the customers (Hyllegard.
and et.al., 2012). It will develop the strategies which will not affect the competitors of the H&M
like ZARA. It will create the video advertisement without using any information about the
alternative products.
1.4 Analysis of facts related to advertisement domain
In today competitive market there are several techniques used by the companies as well
advertisement to promote the product to the users or customers. Various new trends are also
introduced by the companies for the marketing of the products. There are various trends which
are currently been used to promote the products such as digital marketing, call centres, mobile
messages, social media applications, promotional advertisement etc. ICT (Information and
communication technology) refers to the technology which is easily assessable by all the
customers such as applications of the companies available in the mobile phone. The customers
can easily purchase the products. Use of shopping various sites which will promote the products
on their portal. Introduction of communication and technology has provided a positive impact on
the advertising and promotion of company’s products. With reference to this, H&M is a retail
store which can use these the information and communication technology to promote its
products, by using the e-commerce websites it will expand its methods of promotion he has to
pay less amount of consideration to the advertising company.
Company can use software through which the clients can get the details and purchase online. The
Retail stores like H&M have to link with some companies which provide fast delivery of the
products to the customer.
2.1 Integrated promotional strategy and advertisement
Advertisement plays a significant role in the integrated or implemented promotional
strategy. For the improvement in the techniques of promotion of the products (Bruhn,
Schoenmueller and Schäfer, 2012). There great impact of advertisement for the promotion of the
products and helps in understanding the preference of the customers. Strategies of the companies
to promote their product will give clear results how they will capture more customer or influence

the buyer's behaviour. In relation to this, as the trainee advertisement and promotion manager
there are certain roles of advertisement which are important in strategy of promotions such as;
 Advertisement shows quality content, fashion trends from the products to the customers.
 It shows the strength and weakness of the product and market area at which it more
preferred and its customers (Ahn and et.al., 2011).
 Advertising increases the area promotion and influence the customers to think by
increasing the product credibility
 Helps in creating the customer belief that the products which are showed by the H&M
store are according to their preference.
2.2 Branding and its uses to strengthen the business
There are lot of products available in the market for the customers. But the customers buy
according to their preference. A brand is a title which is used for companies or the products of
well know companies who will not compromise in the quality of their products. The customers
who has strong buying power should prefer brands only. Brands are those items which are
available in every countries or most preferred by the people. Companies can make branding of
their product by giving quality at reasonable price to the customers. They will not compromise
with the quality if the sale has been increase or decrease and products should contain a fixed
price. With relevance to this, branding of the H&M cloths and assessors means there is no
requirement of market segmentation but the creation of company's image to determine the
customers that it is the only store that provide a complete solution for the customer.
Uses of branding
 To determine the reliability of the customers towards the product.
 Branding helps to define the credibility to the customers which will improve the belief
and create trust among the customers towards the product (Kavoura, 2012).
 Branding provides the clear contents of the products from the H&M towards the
consumers.
 Branding of the products will improve the customer loyalty and helps in achieving the
targets of the store to sale the quality products to all the customers.

2.3 Areas of advertisement where innovation can be done
Lots of creative things can be done in advertising in the business. The organization may
consider various creative aspects which are help in promotion of the brand. In the context, there
are some creative aspects of advertising which are being reviewed by the us such as:
 Advertisement copy: It means the main advertising message of the advertisement. It is
not just to pronounce in which the advertisement link accepts, to create the advertising as
creative as possible. It is most exceptional method to attract the customers (Promotional
tools. 2016)
 Advertisement layout: The layout or the design may be the organised style of size, colour,
use of graphics, objects, contents so that it attract the readers or the users.
 Branding strategy: Use of good technique of the branding to promote the products. It will
include all the channels of distributions of the H&M.
2.4 Approaches followed by firms to work with advertising agencies
In the advertising and promotion, to operate in the market companies will take help of
advertising agencies to promote their products. The organisation or the companies will have to
find some ways to regulate or continue with the advertisement agencies. With reference, we have
find four ways which H&M should follow to continue promotion with advertising agencies.
 Establishing goals: The advertisement message should be communicated properly by
advertising agency and the H&M. If the company are not using the clear goals for the
advertisement then it will be difficult for the advertisement company to get them
organised.
 Covers all the information: This is most important that we should disclose all the
relevant information to the advertisement agency about the product such as budget
bases, cost price, selling price. So that they may include correct information in the
advertisement (David, Markowitz and Richards-Shubik, 2010). They use the
information as base to form the advertisement and make clear to the customers.
 Proper connection: A proper is communication is necessary between the H&M and
advertisement agency. If there will be proper connection between both entities work
will be done in better manner.

Task 2
3.1 Below the line promotion
Below line promotion refers to the promotion without the use of media. This can be a
type of non-media communication, even advertisement with the use of channels. In the context,
the primary techniques which are used by us of below line promotion are as above:
 Price promotion: It mainly refers to the cost discounting. This is a promotion technique
without using the channel of communication. This can be done in two ways such as
providing discount towards the usual marketing price of the product, offering several
product at the cost of one product (Greer and Ferguson, 2011).
 Competitions: To improve the brand recognition between the customers the H&M will
organise competitions and awards will be provided to the customers.
 Providing cash rewards: The Company will provide some cash rewards on purchasing
high price products and the rewards coupons.
3.2 Other techniques of below line promotion:
After an analysing these primary we have found some more techniques of promotion in
which we will not use the information communication and technology:
 Door to door promotion: It is a promotion techniques in which there is no requirement of
media or communication will be used. We will do promotion by visiting the to the
general public.
 Development of schemes: In this technique will develop certain schemes based on the
purchasing of the customers. Example if he will buy three products he will get something
extra or a gift (David, Markowitz and Richards-Shubik, 2010).
 Sponsorship: It is also a technique of below-the-line promotion in which the H&M will
sponsor some activities related to general customers.
4.1 Approach followed for preparing budget in respect to integrated promotional strategies
The following budget steps to be used for the campaign:
1) To know how much actually the company has the sales.
2) To identify the actual operational cost beard by the company
3) The marketing budget should be set according to the business goals

4) Projecting marketing as an investment not as a cost (Greer and Ferguson, 2011)
5) Understanding the future trends
6) Understanding the future growth.
Process for the formulation of a budget:
1) Objectives according to the targets should be established.
2) Selection of promotional tools should be appropriate.
3) The timing for panning for the sales promotional programme should not cost much to use
this tool for longer.
4) The performance should be evaluated timely to assess the needs of the objectives
properly.
5) The implementation programmes should include two factors '' Lead time '' and the '' Sell
in time ‘‘.
6) The problems should be identified before the launch of promotion.
4.2 Plan for advertisement of the product
Promotional plans for H&M Company:
 Social media: The websites like Facebook, Google+ offers the companies to promote the
product and services in a more relaxed environment. The social network helps to promote
the companies that are in touch with people at more personal level.
 Mail order marketing: The customers coming to your business are not there to overlook
the product, they are there to purchase it (Walker, 2010). Mail order marketing is helpful
in getting the personal information of the customer.
 Brand promotion through gifts: Giving away the branded gifts can be more effective
for the promotion of the brand or the product. This is the strategy which positions the
brand in customers mind for a long time or sometime for forever.
The three objectives for promotional plans are:
 To gain 25% of the market share by September (Durkin, Brennan and Wakefield, 2012).

 To achieve a 20% return on capital employed by august 2018.
 To increase the net profit of the company by 15% by the end of 2017.
4.3 Combination of promotion techniques used in business
Integrated promotion is the one of the important technique that is used for marketing of
products. Under this strategy same message is communicated through all channels of
communication which make advertisement company campaign more effective. It can be said that
firms must formulate integrated marketing strategy in effective manner.
4.4 Techniques for measuring effectiveness of the campaign.
1. Plan the campaign and how you want to track it: There should be an effective plan for the
company. Proper methods of effectiveness must be used to track the campaign
successfully.
2. Channels you want to track: The marketing should be divided in subgroups to make an
easy track to direct referral, organic, e-mail, paid, social channels (Kim and McAlister,
2011).
3. The marketing matrix should be defined for the proper measurement: Marketing metrics
like web content and lead conversion etc. Are responsible for the marketing campaigns of
a company.
4. Measurement of campaigns: Performance measurement, effective us.
CONCLUSION
On the basis of above discussion it is concluded that there is significant importance of the
integrated marketing for the business firms. This because by using same through all channels of
communication same message is communicated to customers which make same effective. It is
also concluded that there’s need to take steps to ensure that marketing of products will be
effective because campaign is launched in systematic way. Thus, it can be said that there is huge
significance of marketing for the firms because it play significant role in improving firm
performance.

RFERENCES
Books and Journals
Ahn, H.Y. and et.al., 2011. A qualitative study of college student responses to conflicting
messages in advertising: anti-binge drinking public service announcements versus wine
promotion health messages. International journal of public health. 56(3). pp.271-279.
Bruhn, M., Schoenmueller, V. and Schäfer, D.B., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review. 35(9). pp.770-
790.
David, G., Markowitz, S. and Richards-Shubik, S., 2010. The effects of pharmaceutical
marketing and promotion on adverse drug events and regulation. American Economic
Journal: Economic Policy. 2(4), pp.1-25.
David, G., Markowitz, S. and Richards-Shubik, S., 2010. The effects of pharmaceutical
marketing and promotion on adverse drug events and regulation. American Economic
Journal: Economic Policy. 2(4). pp.1-25.
Dong-Hun, L., 2010. Korean consumer & society: growing popularity of social media and
business strategy. SERI Quarterly. 3(4).p.112.
Durkin, S., Brennan, E. and Wakefield, M., 2012. Mass media campaigns to promote smoking
cessation among adults: an integrative review. Tobacco control. 21(2). pp.127-138.
Gold, J. and et.al., 2011. A randomised controlled trial using mobile advertising to promote safer
sex and sun safety to young people. Health Education Research. 26(5). pp.782-794.
Greer, C.F. and Ferguson, D.A., 2011. Using Twitter for promotion and branding: A content
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Greer, C.F. and Ferguson, D.A., 2011. Using Twitter for promotion and branding: A content
analysis of local television Twitter sites. Journal of Broadcasting & Electronic
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Hyllegard, K.H. and et.al., 2012. Course Development in Socially Responsible Advertising and
Promotion: An Interdisciplinary and Stakeholder Approach. Marketing Education
Review. 22(3).pp.225-240.
Kavoura, A., 2012. Politics of Heritage promotion: Branding the identity of the Greek
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Kim, M. and McAlister, L.M., 2011. Stock market reaction to unexpected growth in marketing
expenditure: negative for sales force, contingent on spending level for advertising. Journal
of Marketing. 75(4). pp.68-85
Steenkamp, J.B.E., Van Heerde, H.J. and Geyskens, I., 2010. What makes consumers willing to
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measurement, and theory. Corporate reputation review. 12(4). pp.357-387.
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work?. Agribusiness. 26(4). pp.536-556.
Online
Essentials of mobile marketing. 2014. [Online]. Available through:
<https://www.nibusinessinfo.co.uk/content/how-you-can-use-mobile-marketing-and-m-
commerce>. [Accessed on 26th July 2017].
Promotional tools. 2016. [Online]. Available through:
<http://businesscasestudies.co.uk/unison/using-promotion-to-campaign-for-public-
services/below-the-line-promotion.html#axzz4TNorIuoV>. [Accessed on 26th July 2017].