Advertising and Promotion in Businesses: A Comprehensive Analysis

This report provides a comprehensive analysis of advertising and promotion in businesses, using Austin Fraser as a case study. It explores the communication process in advertising and promotion, detailing the roles of sender, message, medium, recipient, and feedback. The report examines the organization of advertising and promotion industries, including the functions of various departments such as media, creative, and account handling. It also discusses the regulation of promotion through self, federal, and state regulations. Furthermore, it analyzes current trends in advertising, such as co-branding, online advertising, mobile phone advertising, and email marketing. The report delves into the role of advertising in integrated promotional strategies, the importance of branding, creative aspects of advertising, and working with advertising agencies. It outlines primary and other techniques of below-the-line promotion, the process of formulating a budget for promotional strategies, and developing a promotional plan. Finally, it covers the integration of promotional techniques and methods for measuring campaign effectiveness.

ADVERTISEMENT AND
PROMOTION IN
BUSINESSES

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Process of communication which applies in advertising and promotion.........................3
1.2 Explain the organisation of the advertising and promotions industry..............................5
1.3 How promotion is regulated ............................................................................................6
1.4 Current trends in advertising and promotions..................................................................6
TASK 2 ...........................................................................................................................................8
2.1 Role of advertising in an integrated promotional strategy .............................................8
2.2 What is branding and its uses to strengthen a business or product..................................9
2.3 Creative aspects of advertising.......................................................................................10
2.4 Distinguish the ways of working with advertising agencies..........................................10
TASK 3 .........................................................................................................................................11
3.1 Primary techniques of below-the-line promotion...........................................................11
3.2 Other techniques of below the line promotion...............................................................12
TASK 4 .........................................................................................................................................12
4.1 Process for the formulation of a budget for promotional strategy..................................12
4.2 Promotional plan for a business or product...................................................................13
4.3 Integration of promotional techniques ...........................................................................14
4.4 Techniques for measuring campaign effectiveness........................................................14
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................17

INTRODUCTION
Advertising and promotion are the essentials of marketings. They have a significant role
in business organisation in order to carry out the attention of existing and potential customers.
Many commercial entities have various kind of attractive products and services but their
customers do not have any knowledge about such goods. Along with this, advertisement and
promotion are the activities which are helpful in enlarging sales as well as improve the market
image of the company (Torlak and et. al., 2011). Austin Fraser is the chosen organisation in this
present report, which provides marketing services all over the world. It recruits people who
belongs from the field of engineering, IT, life science. This case study is based upon the role of
advertisement & promotion in the growth and success of business organisation. This report will
be described communication process which applies in advertising and promotion. The overall
process of promotion is also discussed in this assignment. Apart from this, the role of
advertisement in order to integrated promotional strategy will be explained in this case study.
Tools and techniques of promotions and their uses, process of formulation of a budget,
promotional development plan and various ways for measuring campaign effectiveness are also
included in this report.
TASK 1
1.1 Process of communication which applies in advertising and promotion
The process of marketing communication highly influenced with advertisement and
promotion. These two are useful to reach customers for the selling of products and services of
company. In Austin Fraser, marketing communication encompasses these components, such as-
sales, direct marketing, promotion, personal selling, publicity, advertisement and cyber
marketing.
This organisation is used an effective communication process for advertisement and
promotion of goods or services. Below mention the elements which are involved in
communication process, such are stated as follow: -

(Source: Steps involved in communication process, 2017) Context – The process of communication is affected by context in which it take place.
The context of communication may be in social, physical, cultural or chronological. In
this, the sender chose the messages which will be communicate within the context. Sender/Encoder – Sender is the person who will sends the message. A sender can use of
symbols, i.e. words, graphic or visual aids in order to convey the information and produce
the require response. Along with this, sender may be a group of person or an individual.
Approaches, skills, competencies, views, background and knowledge of the sender have
great impact upon the message. Message – It refer with the thoughts and ideas which a sender wants of convey. Message
is a sign that evoke the response of receiver. The core process of communication is
started with deciding about the information which will be communicated. It must be
ensured that the prime aim of message is clear (Mittal and Sethi, 2011). Medium – It is a mean that uses in order to transmit of exchange the message. In Austin
Fraser the sender is required to chose an appropriate method to convey message to the
desired recipients. For instance – managers can use verbal method of communication
while conveying the message to small group of people. Recipient – Decoder or recipient is the person to whom information is aimed or intended.
The message is generated by the sender is also based upon knowledge, responsiveness
and the reliance of the encoder.
Illustration 1: Communication process

 Feedback – feedback is the main factor of marketing communication process. It permits
the sender so as he or she can analyse the effectiveness of the message. In addition, it
helps the encoder in confirming that the right interpretation of message by the decoder.
There are given following example of AIDA and IMC model, such are stated as under: -
 Advertising – This form of marketing can be in audio or video. Advertising is non-
personal messages for customers as that is adopted by the managers of the company in
order to promote or sell their products in market.
 Sales promotion – The main aim of sales promotion is to target retailers and whole
sellers. There are various sales promotional activities which are adopted by managers in
order to stimulate immediate sales, such are described as under -
 Direct marketing – It means door to door marketing. That helps business organisations so
as they can communicate directly to their customers. Direct market also improve public
relations of the company.
 Personal selling – It happens, when the sales executive of the organisation meet with
buyers personally and influence them to purchase the products and services.
 Interactive and internal marketing - It refers online marketing. Now a days, people prefer
to purchase products from websites; this will gives them new experience of selling and
also increasing the sales of the company.
1.2 Explain the organisation of the advertising and promotions industry
In Austin Fraser organisation, there are various departments for advertisement and
promotions, such as- media, creative, account handling, production, contact, copy department
etc. There is given the brief explanation of these departments, is as follow: - Contact department – This divisional is liable to supply essential information to the
customers and clients. Contact department is helpful in retaining and increasing the
number of buyers towards business organisation. It is acts as a liaison authority between
the advertisement agency and its customers. Accounting department is the head of
contact department. Effective working of this unit results in the fast growth of
advertisement agency. For example- the manager of content department Media department – In Austin Fraser, the division is liable in order to select the best
media for the firm. Managers needs to consider such factors which selecting media for
advertisement agency, such as – nature of the product, media trends, market competition,

advertisement budget of the client etc. These are the main functions of media department,
such are as follow: - prepare a media plan, select the best possible media to convey the ad
message towards customers and public (Andreopoulou and et. al., 2014). Along with
this, the unit is also culpable for media scheduling and controlling over the execution
over the schedule. Account handling department – The department looks after the financial and accounting
matters of the company. It generates invoices on clients. Finance and accounting
department establish a relationship among clients and agencies, it exhibits the interest of
the agency The creative department – This division is responsible for creating and developing ideas,
concepts for advertising, literature, promotion. The creative department represents buyers
demands and needs with another suppliers i.e. web designers, photographers, illustrator
etc.
 Production department – the department is related with the perfect delivery of products
and services between customers. Along with this, production department is liable to
maintain the quality of goods in business organisations.
1.3 How promotion is regulated
In business organisations, advertisement and promotion can be regulated in three ways,
such are as follow: - Self regulation – Advertising and promotional industry does the self regulation in order
to manage customer trust and confidence; and limit government interference. Self
regulation plays a vital role to the legal provisions that govern advertising and promotion
communication. It can be done by trade associations, media business, advertisiors and
agencies, such as- BBB like National Advertising Review Broad. The system is regulated
by the Advertising Standards Authority and the Committee of Advertising Practice.
Along with this, the rules are regulated in British Code of advertising and sales
promotion practice. CAP is liable amendments and reviews; it provides suggestions and
investigates complaints about marketing communication. Federal regulation – It involves different kinds of regulations, i.e. freedom of speech or
expression and commercial speech. The Federal trade commission has broad authority in
order to prohibit unfair acts or practices for interstate advertisement (Busch, 2013). FTC

needs advertisers to have a reasonable basis for making claims in an advertisement prior
to dissemination of the claim.
 State regulation of promotion – It is responsibility of the advertiser to follow the local
and state rules and regulations. The NAAG (national association of attorneys general)
have been included with airfare, car rental, health claims, and nutrition while advertising
and promotion activities.
There are many advertisement regulatory bodies which have a great role in business
organisations. It ASA is a non statutory organisation that impact upon advertisement decisions of
the company. The main responsibility of ASA is to look day to day content that is used by TV
and radios.
1.4 Current trends in advertising and promotions
In modern world, managers are using various types of advertising, i.e. radio, covert,
television, press, billboard, mobile billboard, coffee-cup, informercials, online advertising and
promotion. Internet is now overtaking traditional forms of advertisement, like newspaper, TV
and radio. Along with this, in these days digital Singe is become the most popular method of
advertisement and promotion; as it is capable to reach large customers and this requires less cost.
Digital Sinage helps in attracting many customers at any given location, time and get more
review from it. In present days, advertising with the help of World wide web, is become very
popular and seems cost effective. Below mentioned further current trends of advertising and
promotion :- Co-Branding – it is joint venture which combines the advertising efforts of two or more
brands in order to develop a new product (Tsekouropoulos and et. al., 2013). For
example- Ford F1050 trucks and Harley Davidson bikes, Apple and Nike are worked
together for creating new products and service; it raises brand awareness while meeting
with customer interest in newly launched products. Online advertising – Online display marketing is useful in creating awareness very
quickly. In this dynamic world, many customer are used web to find and understand
many things; encompassing brands and businesses. So as advertisers are also using tools
and techniques, such as – Google Adwords for convincing online advertisement cor
marketing campaigns. Adwords is the product of Google which permits small firms as
they can do online promotion of their goods with suitable keywords and budget

parameters by targeting their primary customers. There are mentioned two types of online
advertising, such are stated as follow: -
Mobile phone advertising – it is a very effective medium of of marketing and promotion.
Mobile phone advertising includes video messages, MMS pictures, GIFs, banner adds, coupons
etc. In 2009, the trend of mobile banking was grew up by 9.2%. Along with this, every has
carried out mobile phones, as they can know the information easily about products and their
brands as well.
Email advertising – It is common process of advertisement and promotion which can be
done through email spam. In today scenario, many companies gives attractive offers and
discounts to customer by emails and messages.
TASK 2
2.1 Role of advertising in an integrated promotional strategy
“Advertisement refers as the grease which drives the promotion”. It is used by Austin
Fraser in order to reach a large number of target customers, communicate the key benefits of
products and deliver a compelling reason why these customers needs to take the advantages of
the promotion. Along with this, advertisement has effectively executed in business entities for
accomplishing the promotion goals and objectives; this is supports in providing the means to
monitor or measure outcomes. Roles of advertisement in integrating a promotional strategy are
stated as follow: - Brand management – The main role of advertisement is to develop and maintain the
brand image of the company. In context of Austin Fraser, building a brand images is an
essential tools in order to achieve growth and success of business organisation. Brand
messages convey that what makes a company and its products and services more
distinctive from its competitors. Generate awareness – The core strategy of advertisement is also helpful in generating
brand awareness among customers. It is useful for customers as they can understand the
uses and benefits of products towards (Kim, 2012). For instance – Austin Fraser has
developed a promotional or marketing campaign in order to target their potential
customers. For that, it is pursued radio advertising for focusing on those customers who
listen radio during morning and evening commute hours.

 Reach target audience – Advertisement is adopted by business organisations to
communicate and reach towards potential customers. In present days, there are various
tools and techniques of promotion are available in market so as managers can use it and
promote their business all over the world. For example – they connect to many customers
through personal mailing system in order to promote their services. Another example is-
as many people are using social media, so Austin Fraser can develop its website and
make social media page. With the help of this company can easily achieve its
promotional goals and objectives from competitive market.
2.2 What is branding and its uses to strengthen a business or product
Branding consists with the marketing practice of creating a name, design, symbol, sign of
the product which identifies and differentiate a product or company from others. It is also
involves the ways by which the firm is connected with its customers, staffs, partners and
investors. Along with this, the psychological prospectus of branding encompasses with feelings,
perceptions, thoughts, images, beliefs, feelings, experience and images so on which is able to
covert a product or service into a brand. The prime aim of branding is to regulate a significant
presence in the market which brings and retain loyal customers (Kasemsap, 2017). An effective
and innovative brand strategy gives a major edge to companies in increasingly competitive
markets. Basically branding means to what organisations are promised with their customers. The
foundation of brand relates with its logo, website, promotional and packaging materials; all of
these are helpful in communicating the brand of Austin Fraser among customers.
When Brand is mentioned, these following elements are considered: -
 Brand
 Brand name
 Brand mark
 Trade mark
 Brand equity
Brand refers with the product or thing which is provided by company to their customers.
It focuses on quality. Brand name consist strictly to words, letters, groups of words which can be
spoken; it is famous among customers. Brand mark is a design element of the product, such as-
logo (eg. Yahoo! ) , character (eg. Keelber elves), symbol (eg. Nike swoosh) or even a sound (eg.
Inside sound of Intel). Apart from this, the brand image is related with market position and

reputation of the company. The first thing is come up when a person think to buy something- is
brand image. Trademark is specific sign which is used by company in order to identifies a
product or service of particular source from those of others. eg. The Apple is using the sign of
apple as its copyright to differentiate its product from competitors. Brand equity consider with
the commercial value of the product which is derived from consumer perception.
2.3 Creative aspects of advertising
Creativity and innovation is must for effective advertising. Many brands or companies
have used creativity in order to improve their brand image; it means to the basic capabilities of
their products and services. In this rapidly changing world, the development of electronics,
computing and telecommunication brings a great opportunity for the growth and success of
advertising industries. The advertisement strategy of Austin Fraser should be different and better
from its competitors. It needs to persuade the potential customers. Along with this, the
advertisement or marketing campaign can be successful if it provide a novel and unique
promotional theme to the biggest area of audience. It consists with the ability and art of
producing quality, fresh and original ideas so as company can communicate with its target
customers (Okazaki, Li and Hirose, 2012). For example- ad creativity is the result of
imaginative skills of copywriter, commercial artist and layout designer. It is helpful in attaining
and retaining customers from competitive market in a easier and effective ways. If the managers
of Austin Fraser impressive and innovative ideas and thoughts as they can easily achieve
competitive advantage. In addition, creative viewpoints have to be interrelated with buyers needs
and demands, this will become a advertising agency more successful in global market.
2.4 Distinguish the ways of working with advertising agencies
Business organisations needs to work for providing premier goods and services in target
market. Some small and medium enterprise takes help to advertisement agencies so they can rely
their messages to public. Although, outsourcing refers to use the services of a separate entities; it
is helpful in order to foster good relations with them. If any Austin Fraser wants to work with
advertisement agencies; it needs to remember some ways and acts, such are as follow: -
 For Firstly, business needs to know what it want to produce, it will help to make a
product more effective and unique from others. Otherwise it can rely on another agencies
and has to pay more extra money to them.

 Companies have to use their own and original ideas for more refinement of the promotion
process. They have to realize that behind effective advertising, there is always a strategy
and policy. Business managers do not let business decisions to anyone (Jenatabadi,
2013).
 Firms should not assume or predict about the customers; they have to conduct a market
research to recognise their needs and wants. In addition, business entities needs to put
efforts on marketing and promotion; otherwise it become really very difficult for them to
get a place in competitive market.
TASK 3
3.1 Primary techniques of below-the-line promotion
Below the line promotion is effective advertisement strategy. It is kind of non media
communication rather than TV, print, advertisement, radio, internet advertisement. Below the
line promotion technique is refers to use traditional methods of advertisement and promotion.
With the help of this promotional tool, managers can easily reach a large group of customers.
There are given following methods of below the line promotional techniques, such are stated as
follow: - Public relations - PR aids Austin Fraser in order to create a healthy and positive working
environment by different publicity activities. If company as good and strong public
relations, as this is helpful for it to develop market image. Along with this, PR also have a
significant role to get the attention of public in competitive market. So as firms needs to
provide quality and value added products to its customers in order to achieve goals and
objectives of company. If customers are getting branded and innovative products form
company as thy can more attracted towards it. Such type of media is often expensive,
because there are many substitutes available in market which can impact on needs and
wants of customers. Direct marketing – Direct marketing is consists with selling products without the
involvement of intermediaries, i.e. whole sellers, retailers etc. In present world,
companies are using internet and web portals in order to promote their products and
services in target market. Direct marketing also reduce the cost which is incurred upon

intermediaries; through which the product become less expensive (Adetunji, Nordin and
Noor, 2014). In the world of competitive advantage, customers prefer low price products. Internet – In present scenario, internet has rapidly increasing in order to reach target
audiences. It allows customers as they can give reviews and feedbacks about the benefits
and uses of product. For example- Austin Fraser can post a videos on YouTube and set
up pages or websites on Twitter, Facebook, LinkedIn etc. Internet is useful in attracting
celebrities towards the prod ducts and services of company.
 Sales promotion – As per the name, the method is useful in improving sales and attracts
more customers or encouraging current customers towards business organisation. Along
with this, sales promotion technique also beneficial in making higher profits of company.
3.2 Other techniques of below the line promotion
Below mentioned the further techniques of below the line promotion, such are as follow:- Events and promotional campaigns – Many business organisations can conducted
seminar, workshops, exhibitions, commercial events and trade fairs in order to attract
more customers. Austin Fraser has undertaken a promotional event or campaign at
London for receiving publicity among media and customers. Sponsorship – Business entities are keen to get brand name, for that they give their
sponsorship to celebrates or another famous persons (Liu and et. al., 2015). Sponsorship
is when a company pays something to associated with a particular event. Packaging - it helps in highlighting the logo and the brand name of the company.
Innovate and impressive packaging helps in attaining many people towards company. It
protects and preserve the product during transportation and on the shelf as well.
Packaging adds value with attractive packaging which acts as a gift wrapping.
 Direct mail – it is technique of direct marketing which involves the delivery of products
and services to the named person at their homes or where they are living. Direct
marketing can be referred as junk mail; it can be effectively targeted geographically. Its
databases are up to date and they can be quite selectively targeted.