Advertising And Promotional Techniques - Doc
An assessment on Amazon.com
11 Pages3622 Words107 Views
Added on 2020-01-28
Advertising And Promotional Techniques - Doc
An assessment on Amazon.com
Added on 2020-01-28
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ADVERTISING AND PROMOTION
Table of ContentsINTRODUCTION......................................................................................................................1TASK 1......................................................................................................................................11.1 Communication process that applies to advertising and promotion................................11.2 Organisation in the advertising and promotions industry to the Amazon management. .21.3 How promotion is regulated in the UK............................................................................31.4 Current trends in advertising and promotions, including the impact of ICT...................3TASK 2......................................................................................................................................42.1 Role that advertising could play in an integrated promotional strategy for the Amazon42.2 How branding could be used to strengthen a business such as Amazon.........................42.3 Identify and review of the creative aspects of advertising in the context of Amazon.....52.4 Various ways of working with advertising agencies........................................................5CONCLUSION..........................................................................................................................6REFERENCES...........................................................................................................................7
INTRODUCTIONIn present business scenario, it is essential to take constant use of advertising andpromotion for achieving organisational objectives and influence customers to purchase goodsfrom an organisation. This can be done through communicating all the benefits of particularproduct in the market to reach the ultimate customers. If the required objectives are deliveredto customers and if consumer starts buying from company then there are chances for anorganisation to sustain in a market for a longer period. Due to this, management developsunique and effective strategies plus techniques to attract their leading customers and gaintheir loyalty towards company. The following paper defines various advertising andpromotional techniques adopted by Amazon to market their products in UK. The belowreport is divided into two parts. First part explains about wide scope of marketingcommunication and state the ways for how communication process operates includingvarious role and importance of advertising in an organisation. Second part of this reportincludes a presentation which defines various below-the-line techniques and its usage in anorganisation including integrated promotional strategies for Amazon. TASK 11.1 Communication process that applies to advertising and promotionIn advertising and promotion various types of communication processes are applicable.The main purpose of communication process is to give response to different queries andquestions of applicants and to influence them towards a company. There are total ninefeatures whose combination completes a communication process which includes sender,message, encoding, decoding, receiver, media, and feedback (Thackeray and et.al., 2008). Incommunication under Amazon, every element is active and work together to accomplish theprocess of communication. Amazon in this case is termed as sender because the companysend information to their target customers. There is a need to first encode the message of acompany as their tagline such as “priming us to never leave the house”. The tagline itselfclearly shows its meaning as purchase the required items sitting at home and the tagline ispromoting online business which is a main characteristics of Amazon.com (Belch and Belch,2003).There are different channels for communication and to deliver the message of companysuch as by using external sources including billboards, internet, tradeshows, campaigns,magazines, newspaper, etc. The viewers and listeners are the message decoder and customersare the receiver of message in communication process. In this context, company will1
definitely get the positive response from the receiver such as customers and sales plusrevenue will be increased. Further, in case of improper disturbance in proper encoding anddecoding of messages, sometimes the message is delivered to their customers wrongly(Chaffey and et.al., 2009). In order to solve such issue in communication process, companyshould use a dynamic kind of communication where different activities are integrated such asadvertising, online short films, promotion package, trade show materials etc. 1.2 Organisation in the advertising and promotions industry to the Amazon managementThere is a centralized system under organisation of promotion and advertising industry.There are two different managers in organisation in this industry such as marketing andadvertising managers. These managers work along with different executives of differentdepartments for example purchase agents, sales agents, innovative directors, and members offinancial staffs. Under the industry of advertising and promotion there are five types oforganisations working. Starting with the advertisers and clients which is Amazon in presentcase. Next one is advertising agency whose function is to develop and broadcast theadvertisement which Amazon wants to advertise. Such agencies are hired by company topromote their ads in the market (Clow, 2007). Further, media companies help in providing a way to reach the potential customers bydelivering the message. Media is a way through which information is provided to receiver orviewer. But for effective functioning of media planner, proper advertisement is developed ininnovative manner and transmitted so that the message reaches to ultimate target customers.The basic objective of media is to become an effective tool for big companies tocommunicate the information of company to their clientele base (Fantoni, Hoefel andMazzarolo, 2014). The other kind of organisation in promotion and advertising is specialised advertisingorganisation. Such organisations have expertise and specialised features in particular field ofadvertisement and provides their specialised services in that particular area. Services offeredby specialised organisations includes public relation firms, sales promotion agencies, agenda,and websites. These agencies provide unique services in their own filed of operations. Lastare the services providers who provide collateral services in this industry. These agents workas support factors in promotion and advertisement (Fitzgerald, 2001). These includesdirectors, photographers, writer, self-employed freelancer, song writers, artists, etc. All these above organisations in this field work together for achieving mutual objectiveto develop and present an advertisement for marketing and promoting the activities of2
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