Advertising and Promotion Strategies for Walt Disney - Semester Report

This report delves into the multifaceted world of advertising and promotion within a business context, with a specific focus on the strategies employed by The Walt Disney Company. The report begins by elucidating the communication process in advertising and promotion, exploring how marketing messages are conveyed and received. It then examines the organizational structure of the advertising and promotion industry, offering insights into how agencies and businesses collaborate. The report analyzes UK regulations governing promotions, highlighting legal frameworks. Furthermore, it explores current trends in advertising, such as the use of QR codes and co-branding, and the impact of Information and Communication Technology (ICT) on promotional efforts. The report then investigates the role of advertising in integrated promotional strategies, the significance of branding in strengthening a business, and the creative aspects of advertising, using Walt Disney as a case study. It also examines ways of working with advertising agencies. The report further analyzes below-the-line promotion techniques and develops a promotional plan, including budget considerations and measurement techniques. Overall, the report provides a comprehensive overview of advertising and promotion, offering valuable insights for businesses seeking to enhance their marketing effectiveness.

ADVERTISING AND PROMOTION IN BUSINESS

Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
1.1 Explain the communication process that applies to advertising and promotion.......................3
1.2 Explain the organisations of the advertising and promotions industry to the Walt Disney
management.....................................................................................................................................3
1.3 Assess how promotion is regulated in the UK. Include at least two regulations in your answer
.........................................................................................................................................................3
1.4 Examine two current trends in advertising and promotion and the impact of ICT within
advertising and promotion...............................................................................................................4
Task 2...............................................................................................................................................5
2.1 Explain the role of advertising in an integrated promotional strategy for Walt Disney or a
product in Walt Disney....................................................................................................................5
2. 2 Explain branding and how it is used to strengthen a business such as Walt Disney or a Walt
Disney product.................................................................................................................................5
2.3 Review two creative aspects of advertising in the context of Walt Disney...............................6
2.4 Examine three ways of working with advertising agencies.......................................................6
Task 3...............................................................................................................................................7
3.1 Two primary techniques of below line promotion....................................................................7
3.2 Two other techniques.................................................................................................................8
Task 4...............................................................................................................................................8
4.1 Budget for a promotional strategy.............................................................................................8
4.2 Development of promotional plan.............................................................................................8
4.3 Two promotional techniques.....................................................................................................9
4.4 Two techniques to measure the campaign feasibility................................................................9
Conclusion.......................................................................................................................................9

Reference list:................................................................................................................................11

Introduction
In the current business market of modernized spectrum of globalization, the importance of
advertisement and promotion has become very significant to obtain sustainable competitive
advantage. The Walt Disney Company was established in the year 1923 whereas the company is
trying to adapt the change in customer choice to enhance customer satisfaction with suitable
advertisement and promotional techniques. They also foster for more brand equity to engage
more market advantage. This assignment will focus on the communication process of promotion
of Walt Disney along with importance of advertising for the company. This assignment will also
develop a promotional plan in context with the promotional techniques of Walt Disney.
Task 1
1.1 Explain the communication process that applies to advertising and promotion
Advertising and the promotional planning create the strategic foundation for the company and
they state the proper intergradations of several things that generate the marketing
communication. This marketing communication when get adjoined with the advertising and
promotional standard then the planning for the company’s development generates the proper
market engagement. Communication factor create the consistent market promotion that adjoin
with the promotional value. The promotional structure of the organization creates the systematic
foundation where the company focus to the target customers. In order to become a consistent
performer in the market the company needs to implement the effective and efficient promotional
value so that they can able to communicate with the customers in a perfect way (Buil et al.
2013). The rules and the regulations of promotional factor construct the entire thing so that the
products and services can easily reach out to the customers. In the communication procedure one
thing is essential and that is the assessment of the internal and the external facilities incorporated
by the company. The media related performances and the practiced guidelines work in a best
way for the company. For the perfect association with the customers the company needs to focus
to the current trends of the advertising policy that occur for the positive association of several
important things (Escaron et al. 2013). By the help of new media, effective sales promotion, pay
per click to the advertisement and the efficient content presentation generate the impact for the
strong communication practices.

1.2 Explain the organisations of the advertising and promotions industry to the Walt
Disney management
As a paid activity within the organization, it is necessary that the organization with consideration
to the Walt Disney needs to perform in the market in such a way so that the market efficiency
can be maintained. Different set of activities that the management can adjoin help for the
marketing perfection and by following this step the productivity and profitability of the company
can increase. Customer awareness can generate by the strategic phrase of the proper
communication technique with the incorporation of advertising and promotional state. In modern
environment, the management of communication create the base for the selling of products and
services to the target customers (Aust, 2015). Communication technology and the measured
factor for the processed and stored implementation of things generate the operational and
marketing perfection. The multichannel marketing prospect work in connection to the incretion
of more customers for the market and working better with the existing market with the same
level of affirmative phrase from the market. Walt Disney works for the prospective and the
existing customers so that they can assess for the maximum number of customers from market
and promote their services in a perfect way. Online advertising, co-branding and the social media
engagement can deliver the perfect association of several important thing for Walt Disney
management.
1.3 Assess how promotion is regulated in the UK. Include at least two regulations in your
answer
Promotional value for the organization is an effective process that helps to cater productivity and
long term growth for the company. Maintaining advertisement within UK has some rules and
regulations that operate for more values and market engagement in a better way. From product
placement to the broadcasting to the media services all need to place things in a proper way so
that the demand of the customers can get fulfilled in a positive way.
Some of the consumer law assess for the UK related marketing possibility so that the specific
legal fame and all the requirements can maintained. Consumer law focus to the Sale of Goods
Act in 1979 about the correct description of the products according to the selling preferences.

Any of the unfair trading policy can acquire strong objection from the regulation state and
business protection needs to there for the proper engagement of things (Ashley and Tuten, 2015).
Broadcast Committee of Advertising Practice is another important factor in the promotional and
advertising prospect work with proper regulation structure. Information generation and the
processed factor for the systematic approach can cater the better aspect of thing that can generate
scope for the authentic and proper advertisement structure for the organizations.
1.4 Examine two current trends in advertising and promotion and the impact of ICT within
advertising and promotion
The current trend in advertising prospect creates a new dynamism so that the organization can
able to progress things with a systematic basis. The new trends added to the different advertising
sector are-
QR Cods
By using the two-dimensional symbol the quick response possibility, get attached with the bar
codes and the universal products. As per the statement of Borak et al. (2014), QR code limits has
catered the possibility for the entire formative things and the brands are creating the base for the
entire thing. The initiation for the additional factures and other services work for the better
actions and the scanned details of the products and several other attributes.
CO-branding
ICT for their promotional structure can initiate for the advertisement trends that is CO-brands
and QR so that the entire thing can form the strong basis for the better symbolization and the
publication of the other brands as well. When adjoined with the other brands ICT will get to
focus to the more customers in market and they will apply more effective variations for the
association of coupons, broachers, SMS reminding procedure.
The advertising effort create the effective phrase work with the joint venture that assist and
combines two or more than two brands so that the efficiency can be maintained. According to the
statement of Fitzgerald et al. (2009), the customer products and the elevation of different
products engagement generate the brand awareness so that the consumer interest can be placed.

Task 2
2.1 Explain the role of advertising in an integrated promotional strategy for Walt Disney or
a product in Walt Disney
The integrated marketing promotion caters the best possibility for the marketing effective
circumstances for the organization. Marketing communication for the company present, the idea
of more connectivity and the company get marketed throughout the global market. The constant
progression to the communication and market planning pose for the benefit in productivity of the
organization’s product and services. Integrated marketing communication structure manages and
progress in such a way so that it can adjoin with the external and internal stakeholders and fulfill
all the demand and need of the customers (Schudson, 2013). The added value processing work
with the effective progression of the integrated marketing scale that present the wide range of
promotional strategy that is public relations and the advertisement policy that help to evaluate the
progressive consistency in a proper way.
The television production purposes of Walt Disney generate the perfection of many different
things that cater for the strategic marketing communication factor and the process for the
evaluation structure by the help of production purposes act the realigning production. The
efficient flow of communication presents the appropriate tools and techniques that maintain the
combination of different sources.
2. 2 Explain branding and how it is used to strengthen a business such as Walt Disney or a
Walt Disney product
Branding is an effective factor that caters proper help for the marketing purposes and the
customers get the proper information about the entire thing. The communicative factor gets
structured by the help of innovative and the creative sense that pose for the development
organization’s purposes. The consumer perception needs to incorporate in such a way so that the
organization can generate the perfect sense for the appropriate strategic value and the market
things in an essential way (Okazaki and Taylor, 2013).
The products and the services of Walt Disney need to cater to the customers in such a way so
that the market value can generate and more customers like to associate with the brand. By

following the branding value the company needs to present things with the satisfactory base and
the company also get to match with the perception of the customers thinking.
2.3 Review two creative aspects of advertising in the context of Walt Disney
The two creative aspects are engagement of different amusement for the all group of people and
giving more offers to the people. For the assessment of the new product launch and the
maintenance of the business, structure needs to place in a proper way for the better engagement
of brands. Entertainment, production house and the adjustment with the film production create
the proper base for the entire thing and generate business benefits in various ways (Smith, 2013).
The business consideration thus acts for credibility, customer satisfaction, awareness and
maintain the reputation (Lambrech and Tucker, 2013). The advertising needs to project to the
every aspect of the media channels and the customers need to focus to the different factors and
engagement in a proper way. Proper research about the entire factor work for the complete
formation of communicative marketing structure so that the company profile can be maintained.
2.4 Examine three ways of working with advertising agencies
Advertising agency assist proper help to the different organization so that the marketing and
promotional base can be structured in a possible way. As the landscape of advertising process is
constantly changing so people, need to act smart in order to connect more customers from the
market. The evolving strategies of marketing help to generate the proper foundation so that they
can present a significant growth for the entire thing.
The three most important things that need to consider in order to work with the advertising
agency are-
i) Taking care of the effective and efficient marketing formation so as to keep a deep-rooted
engagement about the entire thing.
ii) Right kind of market recommendations are necessary in order to work for the development
and growth factor of the organization
iii) Cross team collaboration and working with the perfect team for the initial and functional
development of the organization.

Task 3
3.1 Two primary techniques of below line promotion
The below line promotion is a process of advertising the service or product in different mediums
apart from the conventional mediums like print, billboards and radio televisions. These kind of
promotional techniques are very much effective to persuade the customers with providing more
in-depth knowledge about the product or service features.
The technique of rebates and coupons can be very effective as the two primary below line
promotional technique for Walk Disney Company comic books. The rebate coupons offer with
immense value to the customers as this can diminish the final purchasing price for the comic
books. Rebates may seem some common traits with special voucher coupons but there are grave
differences among them (Pavlou et al. 2013). The rebates are offered to customers through
online or offline purchase as the customers can obtain price reduction that can satisfy them in
course of collecting the comic books of Walt Disney. The Walt Disney can request the purchaser
to submit the personal data through online shopping portal or offline process for obtaining the
debate. This will enable Walt Disney to acquire customer identification to provide the rebate and
avoid repetitive rebate to a single customer. Apart from that, the marketer of comic books of
Walt Disney can ask the purchaser to submit additional information as the reason for purchasing
the comic books as this can be integrated as a promotional strategy.
The customers can be persuaded with this promotional rebate strategy of Walt Disney as a
chance of winning rebate in the purchase of comic books is always lucrative for the customers.
The receiving of rebate guarantees with value with the actions of the customers as it is evident
that everyone does not respond to the rebates for a product. There are many customers who
submit the rebate form after deadline or make some misplacement in the process. Walt Disney
can use the rebate technique of the below line promotion as a process of value enhancement for
their comic books through the integrated promotional strategy (Tuten et al. 2015). The coupons
are also effective as the customers can redeem the coupon at the time of purchasing the comic
book. Walt Disney can give away coupons to promote the comic books with short term coupons
with a validity as this also involves the process of association of the customers to realize the

coupon value. In the most cases of coupon redeeming, the customers tend to present the coupon
at the time of purchasing.
3.2 Two other techniques
The promotional pricing can be another effective below line promotional technique for Walt
Disney comic books as the short term price reduction can easily attract the customers to avail the
book. This on sale pricing process can be incorporated in the promotional strategy as the
deduction in the product price can have an immediate impact on the demand of the customers to
purchase the book. Although, the marketers of Walt Disney needs to cautiously excise it to avoid
the pre-anticipation of customers about the reduction in price and thus the customers can
withhold buying to wait for next reduction (Freling et al. 2013).
Door to door selling is another important below line promotional technique as salesmen are used
to go to door to door to sell the product to the general customers. The door to door selling are
mostly performed in afternoon time to have as many as possible members of a house present. It
is also used for canvassing the promotional campaign of a particular product like comic books. It
can persuade the customers directly with communicational proficiency whereas it can also help
in getting feedback about the product quality.
Task 4
4.1 Budget for a promotional strategy
Marketing Efforts Cost
Advertising $300000
Sales promotion $9000
PR Event $50000
Below line promotion $1000
Total $360000
The company will use both direct and indirect promotional technique in the promotional plan as
the different advertisement including television, print media, digital media and billboard will be
allocated with $300000 whereas the budget of sales promotion is $9000. The PR event needs to

be done with $50000 and the below the line promotion of coupons and rebates should be
completed within $1000.
4.2 Development of promotional plan
In the process of developing the promotional plan, the definition of audience is mostly important
as the digital platform can be used to identify target customers as Walt Disney books have
customers from every age group. The promotional plan ought to target both children and their
parents whereas the forums must be identified too whether the readers avail the comics from
offline store or from digital library. The estimation of available budget is also important to
develop the promotional plan (Baker, 2014). High customer service with family values and
nostalgic fantasies for readers are our priority. Building brand equity to support children is our
goal as our constant brand is always evolving. We are hoping to reboot the saga of comic books
for a revival after the success of our movies as we thrive for 20% increase in sales per quarter
along with enhancing availability of our comic books in digital libraries. We will focus on
different advertisements, PR events, and promotional campaigns and below line techniques as
the entire process needs to be done within $360000. The product will be placed in both digital
and offline spectrum of market to offer a great position of accessibility and availability for the
customers. The customers will also be offered with rebates and coupons for discount in first 100
purchase separately in online and offline platforms. The sales statistics will be used along with
the social media reach metrics to evaluate the effectiveness of the promotional plan.
4.3 Two promotional techniques
Walt Disney can use both direct and indirect techniques of promotion as these two can be
amalgamated for creating relationship with every customer along with reaching high number of
potential customers. In order to enhance the marketing, Walt Disney ought to incorporate direct
advertisement technique with below line promotional techniques like coupons and rebates. These
two techniques can be integrated to avail additional benefit for marketing as below line
promotion can reach individuals whereas advertisements can persuade mass audiences to buy the
comic books.
4.4 Two techniques to measure the campaign feasibility

The Sales Statistics is a major technique that can help to evaluate the impact of the promotional
campaign. The sales Stat technique will enable Walt Disney to make a comparison based on
market segments to identify the fall or rise of sale after the promotional campaign. It can easily
reveal the impact of promotional on the sale of comic books (Solomon, 2014). Along with it, the
social media reach metrics can ventilate the size of audience of the promotional campaign. The
actions of the users in social media posts can help in evaluating the effectiveness based on their
comments, likes and dislikes on the promotional posts for the comic books.
Conclusion
In the insurgence of the digital platform, the decision of Walt Disney to boom their comic book
region is an appropriate decision whereas they need to foster the promotional campaign properly
in order to reach beyond the target audience to maximize the sale margin. On the other hand, the
proper choice of promotional techniques can help them to avail the market opportunities to
persuade the customers to buy the books.

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