Communication Process in Advertising and Promotion : Assignment
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Added on 2020-06-04
Communication Process in Advertising and Promotion : Assignment
Added on 2020-06-04
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Advertising andPromotion
INTRODUCTIONNearly everyone in modern era are influenced by some degree such as advertising andother forms of promotions. The companies which belongs from whether private or public sectorhave learned that ability to communicate efficiently and effectively to target their audience.Advertising and other forms of promotional activities are used by organisations to sell theirproducts and services as well to increase the awareness (Bakken and Simpson, 2011). Presentreport is based on Next Plc which deals in footwear and home products. The objective of thiscompany is to deliver longer term returns to shareholder with the help of combination ofsustainable growth in earnings per share. NEXT believes that these objectives can be achievedby continuation of following strategies which has been applied by them such as; improving anddeveloping of product range, focusing on customer services and satisfaction levels. In this assignment, communication process has been discussed which applied toadvertising and promotion. In addition to the part of publicity in combined promotional strategyin context to Next plc. Further, different ways working of advertisement agencies is explained. Inlast appropriate techniques has been used for measuring campaign effectiveness in regard toorganisation. TASK 11.1 Communication process applied to advertising and promotionCommunication is process of transacting data, information or ideas from a sender toreceiver while using communication channel. Advertising and promotion are playing vital role inorganisation which helps to organisation in making strong relation with customers. Acommunication process model in advertising and promotion involves some elements and theseare sender, encoding, message, receiver, response, decoding, and feedback. In case of Next Plccompany, few elements of communication process are applied (Carragee and et. al., 2011). Themanager is sending message to their customers through sender. The message which is sent tocustomers are in form of decoding and this contain meaningful message to them. On other side,promotion process used by organisation in introducing new goods and services in market.Through this company is offering coupons, rebates when purchases have been done bycustomers. By offering an additional value it also accelerates the sales of company. So, this toolis considered as an effective tool for organisation in which they can promote new product for1
customers. In this, manager is communicating message to customers in the form of radio,newspaper, direct marketing. The cited firm is making their advertisement and promotion after conducting a marketresearch. They are conducting market research for analysing customer demand, buyingbehaviour like attitudes, beliefs, culture towards product and services (Advertising andPromotional Communication, 2016). Then after that they are determining that which marketingstrategy is good for them in advertising and promoting new product and services in competitivemarket. AIDA and IMC model involves attention, interest, desires and action. In attention,company need to pay attention of customers by offering them different services at discount rates.Interest, product and services should be according to needs to customers so that they can beengaged be recipient engaged. Desire, it states that products and services can resolve the issueswhich are provided by organisation. Action, it is final step where organisation have to take actionwhile implementing new policies so that they can deal with various issues. These model alsodeals with advertising, promotion, personal selling where managers can make more effectivepromotional technique. 1.2 Organisation of the advertising and promotions industryThe organization of advertising and promotion industry consists of advertising andmarketing managers, innovative directors, agents, and financial staff members. The advertisingand promotion industry includes advertiser, advertising agencies, specialized marketingcommunications, interactive agencies, and collateral services. The organisation for advertisingand promotion in the firm is based on centralized system consisting of production, finance,marketing (marketing research, advertising, sales and product planning) research anddevelopment and human resources controlled by president (Clark and Phillips, 2014). Anddecentralized system includes product management and marketing services consisting of brandmanager advertising department and market research. The company works with creating brandimage while advertising organizations offers way to achieve its goals. It generates an atmosphereso that the company's message can spread to its potential clients. Specialized marketingcommunication service organization are expertise in areas of advertising and promotion andprovide services in their relative field. Collateral services are provided by artists, directors,printers, photographers, writers, free lancers, etc. which supports in the advertising. 2
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