Advertising and Promotion: Communication, Regulation, Trends, ICT

This report examines the communication processes involved in advertising and promotion, focusing on the organization of the advertising industry, including advertising agencies, clients, media suppliers, and suppliers of promotional materials. It assesses the regulatory landscape for promotion in the UK, highlighting the roles of agencies like the Committee of Advertising Practice (CAP) and the Advertising Standards Authority (ASA), as well as relevant laws. The report also analyzes how these regulations impact companies like Kellogg's. Furthermore, it explores current trends in advertising and promotion, such as increased use of promotional offers, multichannel marketing, and QR codes, and discusses the impact of Information and Communication Technology (ICT) on customer service, new tools, and audience engagement. The report references several sources related to advertising, health promotion, and technology.

TASK 1

Communication process that applies
to advertising and promotion

Organization of the advertising and promotions
industry
Principle parties include;
 Advertising agencies
 Client
 Media suppliers
 Supplier of other promotional
materials

Advertising agencies
Organizations/individual distributing advertising
products to clients
Activities include
 Planning campaigns for advertisement and
promotion
 Buying and scheduling of media
 Buying and integration other promotional
materials.
Agencies aid advertisers towards suitable media
selection followed by contacting them to buy the
media.

Other agencies
 Full service agency –Provides complete advertising
services such as planning, creating, producing, placing
as well as buying. It may further provide services
related to market and consumer research.
 Creative hot shops – These aid in providing creative
ideas and solutions related to advertising and
promotion
 Media independents – These are specialized in
planning as well as buying media.
 A la carte – This allows for greater flexibility whereby
client can choose from different providers that are
available for sharing out the communication tasks.

Client, Media suppliers, Supplier of other promotional materials
 Client – These are the ones that demand for
advertising and promoting the product and service
offering. They thus provide for original need related
to campaign and thereby select and brief the
concerned agency.
 Media suppliers – These are the ones that provide
effective media channels for advertising. These can
be in form of posters, TV, radio, newspaper etc.
 Supplier of other promotional materials –
These are the ones they carry out additional set of
activities for the campaign. These are related to
printers, exhibition companies, and promotional gift
suppliers

Assess how promotion is regulated
UK has a liberal attitude to sales promotion
activity
Presence of varied agencies that regulates the
promotional activities. These include
 Committee of Advertising Practice (CAP)
 Advertising Standards Authority (ASA).
Presence of varied laws that include
 Contract law
 Consumer protection legislation
 Copyright and passing off
 Lotteries and Amusements Act 1976 as
amended

Regulation of promotion in
Kellogg's
 Kellogg’s is required to be honest, truthful
as well as socially responsible in there
advertised and promotional activities.
 Non adherence with the above regulations
and laws are likely to affect Kellogg’s.
 This can be in form of loss of consumer
trust and loyalty followed by a tarnished
brand image.
 It can further put a negative mark on the
reputation of company thereby putting a
question mark on sales and profitably
figures of the company.

Examine current trends in
advertising and promotion
 Increased tendency to use promotional offers provided by
company – Kellogg's in order to be with the tend has ensured
to make use of promotional strategies so as to attract the
consumers. These include making use of The Kellogg’s Free
Books Promotion, Grown Ups Go Free
 Multichannel Marketing: To be with trend, Kellogg has
ensured to make use of more than one option so as to
promote its product and services. In this regard, Kellogg's
has made use of social media as well as traditional forms of
promotion.
 QR Codes: QR Code is all about making use of Quick
Response code fir every product. Kellogg's has used this as a
form of promotion tool where consumers are given a chance
to scan the are code of produce purchased by them. This
avoids them to gain information about the product.

impact of ICT
 improves customer services and
customer demand
 Likely to provide access to New tools,
new opportunities in the area of
advertising and promotion.
 Aid in making proper contact with the
audiences who are also the consumer of
Kellogs.

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