Advertising & Promotion: Communication Process, Regulations & Trends

This report provides a comprehensive overview of the advertising and promotion industry, focusing on the communication process, relevant regulations, and current trends. It begins by detailing the communication process in advertising, emphasizing the importance of effective communication to reach the target market. The report then examines the structure and function of advertising agencies, highlighting their role in creating and implementing promotional strategies. It also assesses the legal and ethical regulations governing promotional activities, using the UK's Advertising Standards Authority as an example. Furthermore, the report explores current trends in advertising and promotion, such as co-branding, content marketing, and online advertising, with a specific reference to Kellogg's marketing strategies. The report concludes by emphasizing the importance of adapting to new technologies and communication channels to effectively promote products and services.

TASK 1

Explaining the communication process applied
for advertising and promotion
In advertising and promotion, communication is the
main element and for this aspect, it should be done
in an effective manner so as to reach the target
market in the most efficient manner. Communication
can be done by following a defined process. In this
way, more customers can be attracted and
eventually more profit will be generated.

Cont....
Process of communication used in advertising and
promotion includes following elements which are as
follows:
Sender
Encoding
Medium or Channel
Decoding
Response
Feedback

Explaining of organizations in the
advertising and promotion industry
Industry of advertising and promotion consists of
those firms which provide services to other
businesses to carry out their promotional activities in
an effective manner. In today's competitive world,
most of the firms assign their promotional activities
to other agencies without spending much time on it.

Cont....
Furthermore, nature of the advertising agency
includes following points which are as follows:
Ease of communication
Able to build creative strategies
Able to design and re-design strategies
Good planning and implementation
Good problem solving skills
Consideration of return on investment
Usage of high-end technology

Cont...
There are various types of ad agencies which provide
different kinds of services to the businesses and they are
described as follows:
Full Service Agency
Creative Boutiques
In-House Agencies
Kellogg's company also conducts its promotion and
advertising by taking help of ad agency. They do not create
ads themselves and hire other employees as well as
agencies that provide services related to make creative ads
as per their requirement. This firm uses In-House agency
programs for creating ads for their products and services.

Assessment of the regulations of promotion
There are various types of legal rules and
regulations which have been applied on
promotions so that products and services can be
promoted in a legal manner. These have been
introduced so that none of the organization
could do fraudulent advertisement in order to
mislead the buyers. These regulations further
promote the interest of customers and reduce
the chances of cheating done by the firms.

Cont...
There are several regulatory bodies such as Advertising
Standards Authority is responsible for controlling marketing
activities across all media channels in the UK. Strict action
is taken by this authority if any firm does misleading or
fraudulent promotion of their products and services.
Further, Bar Standard Board checks the quality of product
and matches with the information provided in the ads. In
additional to this, it also controls other promotional activity.
Along with that, Committee of Advertising Practices has
developed broadcast and non-broadcast promotional
codes which are regulated by ASA. Further, CAP does the
revision of those codes so that ASA can implement them.

Cont...
These regulatory bodies have a greater
impact on the promotion activities of Kellogg's
because company needs to provide such
information which is authentic and must not
mislead the consumers. If any of the sales
man provides fraudulent information then
whole company is held liable for such illegal
activity.

Examination of the current trends in advertising
and promotion
For ensuring success of advertising and promotion
activities, it is very crucial to follow current trends
prevailing in the market. This will help in attracting
customers and retaining the loyal consumers.
According to the current trend, customers use latest
technology instead of traditional one. Companies
now aim to promote their products and services
through internet and social media which are basically
known as Information and Communication
Technology (ICT).

Cont...
Currently, three trends are followed by the
companies and they are described as follows:
Co-Branding
Content Marketing
Online Advertising

Cont...
ICT is a current trend in advertising and promotion
industry. This is basically an umbrella which includes
several communication devices or applications. Further,
in the present era, this has major impact on the
advertising and promotion of products or services. If this
medium is used then company can communicate their
information to large market in the most effective manner.

Cont...
Moreover, Kellogg's is using Co-Branding with the
Microsoft tag. Further, it uses online advertising as it has
their own website and they further promote their
products through social media . This company also
provides a diet plan on its website so that more
customers can be attracted towards it.

References
Gailloux, M. A., Samson, K. and Shah, G. M.,
2012. Significance of effective
communication. U.S. Patent and Trademark
Office.
McEwan, B., 2015. Navigating New Media
Networks: Understanding and Managing
Communication Challenges in a Networked
Society. Lexington Books.

Cont...
Hackley, C., 2010. Advertising and Promotion:
An Integrated Marketing Communications
Approach. SAGE.
Park, H., Rodgers, S. and Stemmle, J., 2011.
Health organizations’ use of Facebook for
health advertising and promotion. Journal of
interactive advertising. 12(1). pp.62-77.

THANK YOU