Advertising and Promotion

Advertising and
Promotion
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
1.1 Explain the communication process that applies to advertising and promotion......3
1.2 Explain the organization of the advertising and promotions industry......................4
1.3 Assess how promotion is regulated...............................................................................5
1.4 Examine current trends in advertising and promotion and the impact of ICT.......5
TASK 2............................................................................................................................................6
2.1 Explain the role of advertising in an integrated promotional strategy for a business
or product..............................................................................................................................6
2.2 Explaining branding and its strength................................................................................6
2.3 Reviewing the creative aspects of advertising..................................................................7
2.4 Examining ways of working with advertising agencies...................................................8
Task 3...............................................................................................................................................8
3.1 Explaining the primary techniques of below line promotion...........................................8
3.2 Evaluating other techniques used in below the line promotion........................................9
Task 4.............................................................................................................................................10
4,1 Following an appropriate process for the formulation of a budget for an integrated
promotional strategy.............................................................................................................10
4.2 Carry out the development of a promotional plan for a business of product.................11
4.3 Plan the integration of promotional techniques into the promotional strategy for a product
..............................................................................................................................................11
4.4 Using appropriate techniques for measuring campaign effectiveness...........................11
Conclusion.....................................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
In present era, organizations perform their operations in the business environment so that they
can fulfill the needs of their customers. Advertising and promotion is a kind of marketing tool
that is used to increase the brand awareness among all the customers for the company’s products
and services. Through these promotional activities, the communication gap between the firm and
consumers is getting reduced (Shimp and Andrews, 2012). The enterprise will be able to create a
strong base of customers by providing them products as per their choice. Along with this, they
can sustain their competitive advantage in the market as compare to other market players. The
present report is based on AMV BBDO which is an advertising agency that performs their
operations in London. They are focusing on their promotional and other marketing activities.
Below mentioned report is based on advertising and promotion which explain the different
communication process that are used by the organization in order to promote their services.
Along with this, it focuses on the concept of branding that how this can provide the advantages
and opportunities to the entity. Further, it explains the techniques that are used in promotion and
through these how an effectiveness of the campaign can be measured.
TASK1
1.1 Explain the communication process that applies to advertising and promotion
Marketing communication is a kind of process that is used by the organization so that they can
communicate with their customers in an efficient manner. If communication is effective then
company will be able to convince their consumers and due to this the brand awareness can be
increased in the market. For this, the advertising manager of AMV BBDO has to formulate a
message that can describe the benefits and features of company’s product. There are some
elements that play a vital in an effective advertising and promotion of the services. These are
sender, encoding, message, media, decoding, receiver, feedback and noise (Mihart, 2012). These
all are important and if any element will not present in the communication process then it can
affect the process and goals will not be achieved.
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Figure 1: Communication process, 2017
In order to make the communication more effective, the advertising manager has to identify
the need of their customers. For this, he can use a marketing communication model such as
AIDAS which is stands for attention, interest, outcome, desire, action and satisfaction (Wachman
and Rose, Ditto Labs, 2013). These are:
 Attention: In order to increase the brand awareness, first the manager has to focus on
their targeted customers and get their attention.
 Interest: When customers are paying attention towards the company’s product then it is
the responsibility of manager to provide some information about the products to their
service users. For example, the advertising manager of AMV BBDO can provide some
unique features of the smart phone in order to attract the customers.
 Outcome: Some of the buyers can give their reviews on the products of the firm either in
positive or negative manner.
 Desire: At this stage, the manager has to analyze the needs and demand of their potential
customers and offer them quality products so that they can fulfill their needs in an
efficient manner.
 Action: Here, some strategies are used by the enterprise so that customers will be able to
buy the products.
 Satisfaction: At last, the manager of advertising agency has to identify the satisfaction
level of their consumers.
1.2 Explain the organization of the advertising and promotions industry
Organizations of the advertising and promotion they work under a complex structure. So these
industries have different agencies that have to perform their role so that their overall objectives
can be accomplished (Okyere, Agyapong and Nyarku, 2011). Some of the marketing
communication industries are advertising, marketing, media, buyer and creative. The
communication gap should not be there among these parties (What is advertising?. 2015). These
agencies are:
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