Role of Advertising and Promotion in Business

Added on - 03 Dec 2019

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Advertising andpromotion1
TABLE OF CONTENTSIntroduction................................................................................................................................3Task 1........................................................................................................................................31.1 Explanation of the communication process applied in advertising and promotion..........31.2 Explanation of the organization working in the advertising and promotion industry......41.3 How promotion is regulated in UK..................................................................................41.4 Recent trends in advertising and promotional including the impact of information andcommunication technology....................................................................................................52.1 Role of advertising in an integrated promotional strategy of business.............................62.2 Significance of branding for strengthening the business..................................................62.3 Identifying the creative aspects of advertising................................................................62.4 Explanation of various ways of working with advertisement agncies.............................7Conclusion.................................................................................................................................8References..................................................................................................................................92
INTRODUCTIONIn order to fulfilling its goals and objectives in an effectual manner, it is required forbusiness entity to adopt the methods of advertising and promotion. By using these methods,organization can gain the attention of customers towards their product and service andinflecting them to buy that product (Hackley, 2005). For getting the proper advantage ofadvertisement, commercial entity needs to maintain the effective communication with serviceusers by rendering accurate data and information to them. Present report is focused ondescribing the role of advertising and promotion in the business world. For betterunderstanding of this report, the case study ofWestfield Stratford City has been selected.TASK 11.1 Explanation of the communication process applied in advertising and promotionCommunication includes various types of information and messages that must becommunicated properly to target audience. Availability of effective communication is verybeneficial for management of complex to aware consumers about the available products andservices (Hackley, 2010). In order to develop effective communication process, Packard’stheory of eight hidden needs can be used by the management ofWestfield Complex.According to this theory, it is required for business entity to consider the following needs atthe time of preparing the information for the advertisement and promotion (Packard’s theoryof eight hidden needs,2015). These needs are as follows:Emotional security.Creative outlet.Ego gratification.Reassurance of worth.Sense of roots (Steenkamp and et. al., 2005).Sense of power.Immorality.Selling love objects.Along with this, there is also an effective model such as Shannon-Weaver model ofcommunication that can be used by the management of organizations that are working inadvertising and promotion industry. With the help of this communication, sender and receivercan develop an effective communication in between them. In accordance to this model, there3
are following concepts including sender, receiver, channel, encoder, decoder, noise andfeedback included in the communication process. Definition of all these concepts are asfollows:Sender:It is the person who wants to communicate any message to any other person(Communication theory, 2013).Encoder:It works as a transmitter that is used to convert a message into signals.Decoder:It is used by receiver for converting signals into a message.Receiver:It is the person to whom message is being sent by the sender.Channel:In the process of encoding and decoding, channel is used that is a form of systemfor converting message into signals as well as signals into message.Noise:It can also be termed as the barriers that lead to decrease the quality of message thathas been delivered from sender to receiver.Feedback:With the help of feedback, sender and receiver can clarify with each other aboutthe availability of content written in the message.Figure1: Shannon-Weaver model of communication(Source: Communication theory, 2013)4
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