TASK 11: Introduction to advertisement and promotion

Advertisement and Promotion

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Communication process applied to advertisement and promotion.......................................1
1.2 Organization of advertisement and promotion industry........................................................2
1.3 Different ways through which promotion is regulated.........................................................4
1.4 Current trends in promotion, advertisement and impact of ICT...........................................4
TASK 2............................................................................................................................................5
2.1 Role of advertisement in an integrated promotional strategy for business...........................5
2.2 Branding and its importance to the organization..................................................................5
2.3 Creative aspect of advertisement..........................................................................................6
2.4 Ways of working with advertising agencies.........................................................................6
TASK 3............................................................................................................................................7
3.1 Primary techniques of below the line promotion and strategies...........................................7
3.2 Other techniques used in below the line promotion..............................................................7
TASK 4............................................................................................................................................8
4.1 Formulating appropriate budget for integrated promotional strategy...................................8
4.2 Development of promotional plan........................................................................................9
4.3 Integrating the promotional techniques into the promotional strategy of John Lewis
Partnership...................................................................................................................................9
4.4 Techniques for measuring campaign effectiveness.............................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

Illustration Index
Illustration 1: Communication process............................................................................................2
Illustration 2: Structure of communication industry........................................................................4
1

INTRODUCTION
Advertisement and promotion can be defined as a tool through which organization
convey about their product or services to customers. Both these terms are very helpful in
increasing sales through attracting clients. It helps the firm to convey message regarding their
commodities (Adibe, Igboeli and Ita, 2015). On the other hand, there is also a presence of sales
promotion strategies which are designed to attract purchasers by providing them with additional
incentive to buy. Present report is about John Lewis Partnership which is owned by employees in
UK. This report covers communication process which is applied to promotion and advertising.
Further, it covers the different role of advertising in an integrated promotional strategy. Lastly, it
also includes development of promotional plan for a product.
TASK 1
1.1 Communication process applied to advertisement and promotion
Communication can be defined as a process in which information is conveyed between
two or more people. It is very essential to have a proper process in communication so-as-to have
a successful communication (Advertisement and promotion, 2012). Following is the process
which is involved in communication, applied in promotion and advertisement:
2
Illustration 1: Communication process
(Source: Advertisement and promotion, 2012)