Advertising and Promotion: Integrated Promotional Strategy Report

This report provides a comprehensive overview of advertising and promotion, beginning with an explanation of the communication process and its application in marketing. It delves into the structure of the advertising and promotions industry, regulatory frameworks, and current trends, including the impact of ICT. The report further examines the role of advertising in integrated promotional strategies, the importance of branding, and the creative aspects of advertising, along with strategies for working with advertising agencies. It also explores below-the-line promotion techniques and outlines the process for formulating a budget for an integrated promotional strategy, developing a promotional plan, and integrating promotional techniques. Finally, the report discusses methods for measuring campaign effectiveness, providing a holistic view of advertising and promotion within a business context. Desklib offers more solved assignments and study tools for students.

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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 Advertising agency: The role of these agencies is to make the proper plan so that
advertising campaign can be conducted in an efficient manner. Along with this, the
advertising manager of agency can help the company in order to select an appropriate
media so that they can attract number of buyers towards their services. They have to
make the plan for the organization that can make them different from other competitors.
Further, they have to evaluate and monitor the performance of the company in the market
so that their brand image can be improved.
 Marketing agency: These are expert in the area of marketing that how advertisement and
promotional activities can be improved (Lohana, 2011). They perform these promotional
activities in the area where they can enhance the brand awareness among all the people.
 Media agency: Media is a tool that is used by the organization in order to perform the
advertising and promotional activities in an efficient manner. Through these, companies
can reach to the wide range of customers via television, social networking sites,
newspapers, radio and so on.
 Creative agency: These agencies are responsible for the creative and innovative ideas so
that client will be able to reach the wide range of customers. The ideas are based on the
demand and expectations of the people so that companies will be able to generate more
profits.
1.3 Assess how promotion is regulated
When organizations perform advertising and promotional activities then they have to follow
some rules and regulations that are made by government. By regulating the agencies government
can protect the fake publicity in United Kingdom (Okazaki and Taylor, 2013). When advertising
manager use the promotional strategies then they have to follow some of the legislative laws and
these are:
Unfair trade regulations act: This act regulate the companies that they are sending right
message to their consumers and provide same products that they promise at the time of
advertisement of that commodity. Through this, government can prevent the customers via
wrong sales technique that are used by the firm.
Sale of goods act: This act was developed by the government of the country in 1893
which focuses on selling and purchasing of goods (Chen and Hsieh, 2012). The main aim of this
act is that customers are getting satisfactory products or not and they are getting the products that
are promised by the organization.
Data protection act: This act was established in 1984 that is based on the data of the
customers that is saved by the companies. This rule stated that customers data should be removed
from the data base of the organization and that should be used only for the business activities.
1.4 Examine current trends in advertising and promotion and the impact of ICT
In today’s dynamic world the taste and interest of the customers are changing. So,
organizations have to change their advertisement and promotional activities so that they can
create a strong base of service users. The advertising manager of AMV BBDO has to adopt some
new technologies so that level of satisfaction among all the consumers can be improved. For
example, the manager can use mobile, internet, social networking sites in order to gain the
competitive advantage in the market (Ruggiero and Vos, 2014). Along with this, integrated
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marketing communication can also be used by the advertising agency so that sales of smart
phone can be increased in the market.
Information and communication technology is the modern way to improve the brand
awareness in the market. Through this approach, the business organization will be able to
maintain their relationship with the customers so that profits can be achieved. Along with these
advantages ICT affect the enterprise as through this some crimes are increased that can give a
negative impact to the enterprise. Apart from this, this is an effective method that is used by the
companies in order to retain their customers by proving then products as per their expectations.
TASK 2
2.1 Explain the role of advertising in an integrated promotional strategy for a business or
product
Advertising and promotional activities play an important role in the success of the company or
in order to increase the brand awareness of the products among all the customers. It is a kind of
marketing strategy so that overall sales of the company can be increased and they will be able to
create a strong base of consumers. The manager of advertising agency can promote the products
of their clients through televisions, radio, social networking sites, websites, and newsletter. There
are some of the objectives of marketing campaign is to increase the brand awareness, maintain
relationship with their customers, fulfill the expectations of people who are looking for the
quality products (Scott and Newton, 2012). Through these effective advertising tools the
organization will be able to sustain their competitive advantage in the market than any other rival
firm. There are some disadvantages are associated with these strategies as companies have to
bear more expenses by following these advertising techniques in the environment. The firm has
to choose an appropriate media through which they can reach to the more people otherwise they
will not be able to increase the brand awareness among all the people. Further, advertisements
should be adopted by an entity as per the situation in the market so that their overall growth and
position can be improved. Through this, they can attract number of customers from all over the
world.
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2.2 Explaining branding and its strength
Branding is a way for creating trust with people in relation to sale product and services. It is a
sum of the total of a company’s value which includes advertising, positioning, advertising,
products etc. The customer always focuses on buying a product of those company who
they trust their preferred brand. Therefore, creating a strong brand is very effective for an
organization for influencing its customers. The main purpose of branding is to differentiate
its product from other company products, so that customer eager to buy particular company
product. Branding not only build trust but it also encourages customer to buy their
organization product. Along with this, it not only influences customer but also employees
and shareholder. It supports the growth of the company and its goodwill. Strong branding
plays a significant role in increasing the sale of the organization, it doesn’t matter if there
is the increase in price, it does not impact demand. Branding can reflect with the help of
name of the company, its logo, and stripling. This all support in recognizing the brand by
the people and help in keeping the distance from its competitor. In the process of branding,
it includes advertising as well as having unique presence can attract more customer. For
example for building a brand name company need to concentrate on price and quality, so
that demand can be increased. Along with this for building good image company need to
take help of advertising as well as promotion. There are different branding strategy which
helps in developing successful brand name in order to achieve company goal and objective.
Apart from this brand strategy also impact a number of customer and sale of product and
services. Branding use for improving the consumer loyalty and it show the respect of
company toward its customer.
2.3 Reviewing the creative aspects of advertising
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The creativity in advertising needs higher skill and knowledge for creating the best slogan for the
purpose of advertisement. In an advertisement, creativity plays significant role which
encourage customer to buy particular company product and services. If the advertisement
is creative it helps in increasing the sale of company product and services. Further for
creative advertisement, the manager and employee of advertisement company need to
focus on three factors that are creative process creative situation and creative people.
Firstly in the creative process, it includes the way and ability to attract customer and make
them eager to read or see the advertisement. Then creative people are those who that can
make advertisement as much as attractive for grabbing the attention of clients. Apart from
this in a creative situation, it helps in making the imagination come alive. An advertising
campaign can be considered successful if it makes a unique theme for advertising product
and services in respect to target the large audience. For making a creative advertisement it
is necessary to have the ability for converting an idea into a different situation and
communicate with a large number of audience. Further for creative advertisement, it is
necessary to have imaginative skill and skill of imagination. If the advertisement is creative
then it can easily attract a large number of the customer because of implementation of
creative ideas. If any company advertisement appears creative then it success remains for a
longer period of time. At the time of making a creative advisement, it is necessary to keep
in mind demand of customer and feature of products. For developing best nd creative
advertisement it is necessary to first analyze the market and its current demand so that
promotion can be done in an effective manner. Hence, for exclusive advertisement, it is
necessary to collect information, process and link it with thinking.
2.4 Examining ways of working with advertising agencies.
Organization perform best for providing and delivering its product and services in the market to
target audience. Along with this company always focus on making product and services
according to the needs and demand of customer. however, for informing its customer about
product and services it need to take support of advertising agencies for conducting suitable
advertisement. At the time of taking help from advertisement agencies for making creative
advertisement it need to make better relation with them. There are some ways for working
with different advertising agencies which are as follows:
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Being flexible: Organization have some flexibility toward its objective which it need to concern
at the time of taking help from advertisement agencies. Along with this if company set any
goal then it need to make aware to advertising agency so that advertisement can be made by
keeping in mind goal.
Covering your budget bases: it is a very important aspect which company need to concern with
advertisement agency at the time of taking help from them. Budget choice should be
describe in well mannered in both between agency and company.
Knowing the customer: company also need to suggest its customer about its target customer or
give suggestion to conduct market research for carrying for identifying its potential
customer. this may be some time costing for organization but very helpful in identifying its
potential customer.
Staying in contact: at the time of making contract between agency company it is necessary to
keep in connected with them. It help in fulfilling the requirement and anticipation from the
company by using their ads and promotions.
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Task 3
3.1 Explaining the primary techniques of below line promotion
According to the given scenario, working as a advertising manager in Abbott Mead Vickers
BBDO (AMV BBDO). There is some primary technique of below the line promotion used
in an integrated promotional strategy for a business and products. For this purpose, it is
necessary to understand different primary techniques of below the line promotion and the
way to integrated those promotional strategies which are as follows:
A promotional technique such as below the line is techniques of marketing which are for the
shorter periods for getting quick customer responses. Along with this, techniques of
marketing planning can be also taken into consideration such as gifts, discounting strategy
for purchasing goods and services.
The promotional techniques which are below the line help in reaching the customer quickly and
directly (LI, Walters and Scott, 2016). There is a different type of process which can be
taken into consideration for targeting the group of customer. there are a different
organization which use this technique some of them are discussed below
Marketing through the direct mail: In direct mail, the company sends its customer updates of its
existing and new product and all its discount offers. It makes mail attractive by including
some offer on its product which encourages customer to buy particular company product
and services.
Techniques to door to door marketing: In this technique, the company sells its product and
services by going from one individual to another. It is one of the effective technique which
firm can use for selling its product because in this company can directly communicate to
its customer in respect to advertising techniques for below the line.
Hence, it can be stated that below the line promotion is very effective for the organization
because it is cost effective when there is the limited target group. Along with this, it helps
in brand recognizing and focusing on the feature of products and services.
3.2 Evaluating other techniques used in below the line promotion.
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There are the different type of technique used in below the line which can be used by the
organization for increasing awareness and sale of company product and services. Some of
the techniques are discussed below:
Personal selling: In personal selling, company sells its product and services face to face to its
customer. it is one of the effective below the line technique which company can use for
selling its product (Lovett, Peres and Xu, 2016.). In face to face selling product can be
promoted by the sellers with the support of its appearance, attitudes, and knowledge related
to particular product and services which they are selling.
Use of coupon: in below the line promotional technique it is one of the effective technique
because in this coupon can bee redeemed in financial discount at the time when product was
purchased by the customer.
Pricing in promotional technique: It is a method in which there is a reduction in price when
customer by product in the offer. This type of offer is valid for limited time and help in
increasing the sale which leads to increase in company product and services.
Free sampling for trial use: In this company sell its sample product to the customer which help in
taking suitable feedback from a customer in relation to product and services. This technique
is also considered as one of the effective technique in below the line.
Gift with purchase: In this technique company provide the gift to its customer when they
purchase their company product. It is very effective for targeting a large number of
audiences.
Task 4
4,1 Following an appropriate process for the formulation of a budget for an integrated
promotional strategy
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too make a proper budget in relation to integrated promotional strategy it is very important for
the organization. Budget is considered as planning financially for the particular period.
Promotional budget help in making all the promotional activities in a systematic manner
(Stathopoulou, Christodoulides and West, 2017). For making a proper budget there are
some method which company needs to follow for integrating promotional techniques.
Moreover, there is suitable method process for formulating a budget for an integrated
promotional strategy which is as follows:
• Selection of goal and setting the appropriate goal.
• A collection of information in relation to sources of fund and identifying its allocation.
• Finding out the future challenges which need to be taken into consideration into consideration
at the time of formulating budget process.
• Implementation of the budget according to the plan.
• Monitoring and controlling the budget.
Stage 1: In the first stage, it is necessary to the budget for entire marketing of the product so that
further it can bee divided into different aspects of marketing activities for integrated
promotional strategy. The further calculation can be done on the basis of previous year
record.
Stage 2: In this firm need to decide what all marketing activities need to be taken into
consideration for dividing the budget according to the nature of the activity.
Stage 3: in this previous year budget needs to taken into consideration for identifying how much
cost charge on each marketing activities and for avoiding unnecessary expenses. This help
in dividing budget equally in each activity.
Stage 4: In this stage, company assign a budget for each segment of the integrated promotional
strategy and breaking it weekly or monthly.
4.2 Carry out the development of a promotional plan for a business of product
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