University Advertising and Promotion in Business By Date Name
Added on 2020-01-07
22 Pages4445 Words174 Views
UniversityAdvertising and Promotion in BusinessByDateNameLecture’s Name
Advertising and Promotion in BusinessExecutive SummaryAn organization can charge aware their customers along with stakeholders about a specific product or service through advertisement and promotion. Various types of strategies and techniques are developed and implemented to achieve the initiative across the world. Advanced technology and the internet, promotional and advertising activities became easier to conduct the promotion. Apart from that, this assignment is based on different types of techniques, strategies, communication to carry out the proper advertising and promotional activities effectively. Moreover, the significance of promotion and advertisement is also evaluated in this paper through proper arguments and justifications.Page 2 of 22
Advertising and Promotion in BusinessTable of ContentsIntroduction.............................................................................................................................................4Task 1..........................................................................................................................................................5Understand the organizational purpose of business.....................................................................................51.1................................................................................................................................................................51.2................................................................................................................................................................61.3................................................................................................................................................................71.4................................................................................................................................................................8Conclusion...............................................................................................................................................8Task 2..........................................................................................................................................................9Be able to understand the role and importance of advertising.....................................................................92.1................................................................................................................................................................92.2................................................................................................................................................................92.3................................................................................................................................................................92.4..............................................................................................................................................................10Task 3........................................................................................................................................................113.1- Explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product:...................................................................................11Other techniques used in the below-the-line promotion:.....................................................................12Different types of promotions:..............................................................................................................13Task 4........................................................................................................................................................16Follow an appropriate process for the formulation of a budget for an integrated promotional strategy...............................................................................................................................................................16Carry out the development of a promotional plan for a business or product.......................................16Plan the integration of promotional techniques into the promotional strategy for a business or product..................................................................................................................................................17Use appropriate techniques for measuring campaign effectiveness.....................................................18Different type of promotions.................................................................................................................18References.................................................................................................................................................21Page 3 of 22
Advertising and Promotion in BusinessPage 4 of 22
Advertising and Promotion in BusinessIntroductionA business firm needs the assistance of promotion and advertisement in order to meet desired aims and objectives. In addition, an organization can draw the attention of their customers through effective promotion and advertisement and a firm subsequently create mind pressure on customer purchase behaviour by effective promotion and advertisement. On the other hand, an organization needs to aware the customers about the advantages and benefits of its products through attractive promotion and advertisement activities. Along with that, the scope of marketing communication, promotion regulation, the impact of ICT on current trends, branding, below-the-line techniques and a budget for integrated promotional strategy will be explained anddiscussed in this assessment. Moreover, a suitable suggestion also will be provided for the future growth of an organization through promotion and advertisement strategies. Moreover, this paper is based on advertising and promotional activities of one smartphone as technology segment of IDEAL HOME SHOW which will come to Olympia London in summer (2017) (Lin, 2013).Page 5 of 22
Advertising and Promotion in BusinessTask 1 Understand the organizational purpose of business1.1 There are various types of forms of communication process which are applicable in the segment of promotions and advertising. On the other hand, the management needs to answer the queries and questions of the prospects of products or services in the process of communication. In addition, the communication process includes nine elements such as sender, message, receiver, media, response, feedback, noise, decoding and encoding. In the scenario, British Home Show will be returning to Olympia London from 29th March to 9th April 2017. Along with that, all elements of communication process model are working perfectly as per the case scenario. IDEAL HOME SHOW is also sending message and invitation to their prospects, and they can beconsidered as the sender. In other sense, IDEAL HOME SHOW encoded a message ’From kitchens and basements to bedrooms and bathrooms, gardens and the latest high-tech gadgets, fixtures and fittings to fine food, to fashion gifts and beauty, you'll find it all under one roof at this award-winning show’ is their tagline(Ellis, 2002). The message of the home show is clear and simple. The communication channels which mainly used by IDEAL HOME SHOW are the internet, official website, tradeshow, newspaper, external billboards and telesales campaign. All these elements are considered as media elements. Besides that, viewers are called as a decoder ofthe message. Thus, the customers are the receiver of the message. According to feedback, the home show was perceived to an overemphasis on the quality of the products or services. Unplanned distortions enhance noise which leads to misinterpretation of the brand message by prospects. In other words, due to push performance factor, the brand message become inhumane Page 6 of 22
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