University Report: Advertising and Promotion in Business Strategies

This report delves into the realm of advertising and promotion within the business context, examining the strategies and techniques employed to effectively reach target audiences. The executive summary highlights the significance of advertisement and promotion for businesses to create awareness among their customers, and stakeholders about a specific product or service. The report is structured into several tasks, each addressing key aspects of advertising and promotion. Task 1 focuses on understanding the organizational purpose of business and communication processes, using the IDEAL HOME SHOW as a case study. Task 2 explores the role and importance of advertising and branding. Task 3 explains the primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy. Finally, Task 4 outlines the process of formulating a budget for a promotional strategy, developing a promotional plan, integrating promotional techniques, and measuring campaign effectiveness. The report provides a comprehensive overview of advertising and promotion, offering valuable insights for businesses seeking to enhance their marketing efforts.

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Advertising and Promotion in Business
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Advertising and Promotion in Business
Executive Summary
An 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.
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Advertising and Promotion in Business
Table of Contents
Introduction.............................................................................................................................................4
Task 1..........................................................................................................................................................5
Understand the organizational purpose of business.....................................................................................5
1.1................................................................................................................................................................5
1.2................................................................................................................................................................6
1.3................................................................................................................................................................7
1.4................................................................................................................................................................8
Conclusion...............................................................................................................................................8
Task 2..........................................................................................................................................................9
Be able to understand the role and importance of advertising.....................................................................9
2.1................................................................................................................................................................9
2.2................................................................................................................................................................9
2.3................................................................................................................................................................9
2.4..............................................................................................................................................................10
Task 3........................................................................................................................................................11
3.1- Explain primary techniques of below-the-line promotion and how they are used in an integrated
promotional strategy for a business or product:...................................................................................11
Other techniques used in the below-the-line promotion:.....................................................................12
Different types of promotions:..............................................................................................................13
Task 4........................................................................................................................................................16
Follow an appropriate process for the formulation of a budget for an integrated promotional strategy
...............................................................................................................................................................16
Carry out the development of a promotional plan for a business or product.......................................16
Plan the integration of promotional techniques into the promotional strategy for a business or
product..................................................................................................................................................17
Use appropriate techniques for measuring campaign effectiveness.....................................................18
Different type of promotions.................................................................................................................18
References.................................................................................................................................................21
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Advertising and Promotion in Business
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Advertising and Promotion in Business
Introduction
A 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 and
discussed 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).
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Advertising and Promotion in Business
Task 1
Understand the organizational purpose of business
1.1
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 be
considered 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 of
the 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
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Advertising and Promotion in Business
to prospects of IDEAL HOME SHOW and causes unwanted errors in the communication
process. Moreover, IDEAL HOME SHOW has a dynamic communication process which
includes customer promotion packages, home interior design and branded entertainment strategy
(Webb and Dickinson, 2012).
1.2
Some firms assist other business in carrying out their promotional activities which are called
advertising and promotional industry. Nowadays, every organization prefer to assign the work
with advertising and promotion industry rather do it by themselves. The advertisement and
promotional activities are significant to every business; the firms wisely select an advertisement
and promotional industry(Griffiths, 2006). While selecting the appropriate advertising industry
some major core factors needed to be considered which are discussed below:
Goodwill: the advertisement industry requires reputation for attracting other companies. In other
words, ad agencies need an adequate amount of goodwill as new ad agencies are not preferable.
Be that as it may, major companies like IDEAL HOME SHOW preferred to be safe rather than
sorry.
Creativity: the chosen ad agency must have creativity in their presentation. The customers are
attracted by innovative design and presentation of IDEAL HOME SHOW. Moreover, without
attractive and creative advertisement, an organization unable to draw the attention of the
customers.
Knowledge and expertness: the selected ad agency must have enough knowledge to understand
the requirement of IDEAL HOME SHOW. In other sense, the chosen ad agency must have the
ability for a good deal of experience for client satisfaction(Moeller, Landry and Kinni, 2009).
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Advertising and Promotion in Business
Return: promotion and advertisement are costly, so it the firm should wisely calculate the cost of
advertisement before investment. Be that as it may, the return needs to be larger rather the
investment.
Technology: the ad agency should include modern technology in their profession which helps to
satisfy the clients. Today, the plan of advertisement is developed in MacBook and other gadgets
for clear visual which directly create a mark on customer’s mind. On the other hand, ad agency
must advertise in most popular and latest media like online promotion(Moeller, Landry and
Kinni, 2009).
Personal Preference: with the help of personal preference, some ad agencies like flexibility, the
size of the industry and other things, some ad agencies can be considered and got the contacts of
clients.
1.3
The regulation of advertisement and promotions depends on and varies upon the risk which
likely affects the promotion. On the other side, if the promotional activities include high-risk
factors, the firm should immediately postpone upcoming ad campaign. One of the effective tools
for regulating the promotion is formal enforcement actions. In other words, by analysing
misleading messages, the effectiveness of web pages and return on promotional investments.
Besides that, there are regulatory acts controls promotional activities to avoid fraudulently.
Major three regulatory are followed by IDEAL HOME SHOW that, Advertisement Standers
Authority (ASA), Bar Standards Board and Committee of Advertising Practice(Hill-Smith,
2010).
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Advertising and Promotion in Business
1.4
The modern way of communication is ICT or Information Communication Technology which
influence advertisement and promotional activities through technology. ICT includes some
several advantages such as more speedy, less time consuming, most popular and creative to
border public. Thus, ICT is one of the most useful and effective methods of promotion and
advertising. Apart from that, different types of elements like e-commerce, e-mail, the internet
and other websites are included in the field of Information Communication Technology. The
official websites of different firms like IDEAL HOME SHOW include total information and
details of the products and services. As a result, the customer can directly gather the product
details through the internet which is the main implementation of Information communication
Technology. In addition, with the help of Information communication Technology, people can
select and buy a product from websites. Moreover, Information communication Technology
enhances an opportunity to grab the feedback and response from the customers through online
chatting(Hill-Smith, 2010).
Conclusion
This report is based on different types of the communication process of advertisement and
promotions of IDEAL HOME SHOW and how they communicate with their prospects. In
addition, IDEAL HOME SHOW needs to focus on ad agency selection which includes essential
promotional requirements.
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Advertising and Promotion in Business
Task 2
Be able to understand the role and importance of advertising
2.1
The advertisement is a kind of an integral part of an integrated promotional strategy. In addition,
an advertisement is an effective tool of mass media promotions which helps to communicate
with prospects. With the help of advertisement, a firm can reach consumers via newspapers,
radio, TV, movies, business directories and websites. A large scale of the population can be
awarded about firm’s product through effective advertisement(Tayebi, 2011).
2.2
Branding represents the attributes of popular products and satisfying consumers. In other words,
with the help of brand value, and organization can draw the perspective of individuals towards
their firm. Besides that, the basic difference product development and product promotions are
organized and controlled by effective brand value. Brand value also increases the expectations of
customers towards satisfaction of the customers(Tayebi, 2011).
2.3
Advertisement campaign is one of the critical phases of promotional activity. Creative aspects
and promotional strategy motivate and encourage the consumer's purchase product from selected
organization (Norris, 2010). Various types of aspects of advertising strategies are product
development according to customer’s needs, price estimation, Brand Message Corporation,
product oriented advertisement and the internet. These four aspects of advertising strategies
create an impact on the mind of the customers. The advertisements should be developed as per
the requirement of the customers which helps to draw the attention of the customers.
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Advertising and Promotion in Business
2.4
There are different types of advertisement agencies available in the market with individual’s
capabilities and creative thinking. Along with that several types of ad agencies are a partnership
based, in-house agencies, hiring a part of a sector, hiring all parts of a sector, creative and
innovative boutiques, and media. The selection advertisement agencies include advantages and
good return which helps the gross profitability of a specific firm. A firm needs to pay more
attention while choosing appropriate ad agency for promoting their product. In addition, some
advertisement and promotional activities are very costly to bear by a firm (Norris, 2010).
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Advertising and Promotion in Business
Task 3
3.1- Explain primary techniques of below-the-line promotion and how they are used in an
integrated promotional strategy for a business or product:
Below the line marketing techniques is termed as the short time marketing to get the instant
replay or respond from the customers. Essentials techniques of the below the line promotion
(BTP) used for enhancing the sales in little time. These first techniques are used in a different
way as integrated promotional strategy that is depending on the needs or the demands of the
customers in the markets. Strategies also depend on the competitor’s strategy. Offering more
products on a fixed price or cut off a minimum amount of price in the price. It is an effective
strategy for the below the line promotion. Price promotion refers as harmful for the reputation or
brand fame. It may give rise the sale of a limited certain period. That’s why this technique needs
to use very carefully for an ideal home show. Below the line is also have some techniques to
promote their new smartphone in the ideal home show. All these options are mainly created by
the advertising agency. Those techniques are described below-
Marketing by direct mail: in this process the advertising or the promotion of such new
smartphone in the individual's email id. It should be very much to the point, informative and so
much professional that no one able to avoid the advertisement.
A door to door technique: door to door technique is another way to promote some products.
One man has to sell the product to individuals one by one. The door to door process is very much
familiar to the people. It is also a strong communication in the below the line advertising
techniques.
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