Advertising and Promotion Strategies: A Business Report

This report provides a comprehensive analysis of advertising and promotion strategies in business, with a focus on the communication process, the organization of the advertising and promotion industry, and relevant regulations. The report examines current trends in advertising and the impact of Information and Communication Technology (ICT). Task 2 delves into the role of advertising within an integrated promotional strategy, creative aspects of advertising, branding, and how businesses work with advertising agencies. The report uses the Walt Disney company as a case study, exploring their promotional plan, budget formulation, and techniques to measure campaign effectiveness. The report highlights the importance of branding, creativity, and understanding the target audience to achieve successful advertising campaigns. The analysis includes the use of various advertising mediums, regulatory frameworks, and the evolving landscape of digital advertising.

ADVERTISING AND
PROMOTION IN BUSINESS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ..........................................................................................................................................1
1.1 Communication process applied to advertising and promotion ..........................................1
1.2 Organisation of advertising and promotion industry ..........................................................1
1.3 Regulations of promotion .....................................................................................................2
1.4 Current trends in advertising and promotion and impact of ICT..........................................2
TASK 2 ...........................................................................................................................................3
2.1 Role of advertising in an integrated promotional strategy....................................................3
2.3 Creative aspects of advertising .............................................................................................4
2.4 Ways of working with advertising agencies.........................................................................5
TASK 3 ...........................................................................................................................................5
Covered in PPT...........................................................................................................................5
TASK 4 ...........................................................................................................................................5
4.1 An appropriate process for formulation of budget ...............................................................5
4.2 Development of promotional plan for Walt Disney .............................................................6
4.3 Planning of integration of promotional techniques into strategy..........................................7
4.4 Appropriate techniques that measure the effectiveness of the campaign .............................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Advertising and promotion in a business defines where business stands. It is a way of
building company's image in the market by attracting more customers. These are the components
of promotional mix and plays a vital role in attainment of business goals. The Walt Disney is a
highly popular enterprise that facilitates entertainment to family members by its television
production and live action films. Firm is constructing reliving elements of experience and
nostalgic fantasies. Company gets popular for its character Mickey Mouse. Promotional
strategies are important elements for an organisation to effectively communicate with customers.
Enterprise is adopting different ways to retain its customers as well as attract new one. Also
changed customer behaviour may impacted business in huge way. Disney company is adopting
below-the promotion and above-the promotion technique to make recognizable identity in
market.i Thus, having one of the successful brand image today.
TASK 1
1.1 Communication process applied to advertising and promotion
The main motive of communication process applied to advertising and promotion is to
attract more customers towards company. It is a way of giving and exchanging information with
customers. It includes all elements such as sender, information, encoding, decoding, receiver,
media channel and feedback. Effective communication is the life blood of any organisation.
Disney is also engaged in adopting advertising and promotional strategies to create their brand
value. Some of their hit movies created a wide impression not only on children but on adults too.
It is leading producers and providers of entertainment in the world (World Health Organization,
2013). Also, getting response from customers is also vital for any organisation and company has
achieved this target also.
1.2 Organisation of advertising and promotion industry
The organisation of advertising and promotion industry are group of members for
promotion of business (Organisation of advertising and promotion industry. 2017). Such
organisation works with the coordination of other departments. They have four departments
which are as follows:
Account management- It helps in establishing relation between agency and clients. It
includes director, planner, executive and manager.
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Creative department- Such department is responsible for creativity in advertisement and
promotional strategies.
Media department- It basically consists of media research, planning and adopting media
buying. Walt Disney is focusing more on media research to make their own values in the market.
Production department- It monitors perfect delivery of strategies formed to gain more
customers.
1.3 Regulations of promotion
The promotional activities in UK are regulated in various manner. The common two of
them can be described as follows-
Broadcast regulations- Broadcasting regulations are very important for an organisation
like Disney. Walt Disney is broadcasting reliving elements of experience and nostalgic
fantasies. They have to consider before broadcasting anything.
Consumer law- There are requirements that advertising must meet. Different consumer
laws are there to prevent consumers from any kind of exploitation of their interests. It also
prevents them from use of misleading description of products and services.
Thus, these are regulatory tools applied to control the effect of activities undertaken in
promotion.
1.4 Current trends in advertising and promotion and impact of ICT
There are various ways of advertisements available for an organisation. As technology is
innovating, trends are also changing. It is one of the dynamic profession and globalization has
made a severe impact on trends. Internet and mobile communication make it easier to interact
with target audience. YouTube advertising is one such trend where many companies like Walt
Disney are giving consideration. Also, advertising through World Wide Web is cost considerable
and very popular these days. E-mail advertising is also building its own requirements for
company. The impact of information and communication technology has played a crucial role in
building a strong brand image of Walt Disney. They are broadcasting their own channel for
children and adults. The use of interactive media is their key to success.
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TASK 2
2.1 Role of advertising in an integrated promotional strategy
Advertising is the creation of goodwill in market. It is the most important for business or
product of Walt Disney. Any business organisation wants to expand its business by the way of
increasing sale of its products and services. But cost is justified by revenue generated from such
sales. For creation of brand image in the market, advertising plays a vital role. Advertising serves
as a tool for reaching consumers world-wide by television, radio, newspaper, etc. . It is also used
to have personal relationship with customers. Usually, cost incurred in such task is less and thus,
it is one of the best mediums to promote goods and services. Role of advertisements can be
explained by the following points-
Creating awareness- It definitely creates awareness about company as well as its
products and services. Walt Disney is very popular today because of its advertisement strategies
being adopted.
Impression- Advertisements can made a meaningful impression on existing as well as
new customers of company. It helps in attracting more adults and children towards their
products. Thus, it has a key role to play.
Regularly reminding customers- Any advertisements if regularly come on television or
radio, it will definitely remind customers about them. Thus, it is one of the most important tools
of promotional mix.
Competitive edge- Advertisements helps in building a brand image of company. Walt
Disney is one of the highly recognizable brands because of its strategies adopted. Innovation and
creativity obviously helped them a lot.
Influences perception- It changes the perception and attitudes of people about products
and services being offered. Appreciating customers will make their attitudes being positive.
However, there is availability of substitutes that may hinder such processes.
2.2 Branding and its Uses to strengthen a business
Branding is said to be attribute of products or services that connects organisation with
target customers. It is component like image, slogan, or a symbol attracting customers towards
company. Walt Disney have their own symbol that makes them different from others. Its main
motive is to differentiate an organisation from its rivals present in market. It is a way to build
own image in market. It is making an organisation to connect to population of investors,
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employees, suppliers, customers. The psychological component of brand image is connected
with feelings, sentiments, thoughts and beliefs of target audience, where company serves.
Disney's purpose is to develop a feeling with services and products that make it unique. It is most
important aspect of advertisements that defines offerings of company to its target audience.
Retaining and attracting customers towards brand is impossible without branding. The brand
image of Disney is highly recognizable by their symbols itself. It always have a high influence
on business. It overall defines product development. The company get en edge over its rivals by
creating an innovative products offered to target audience. It strengthen products by building
long term relationship with customers and making them loyal towards their products and
services. Thus, branding defines successfulness of company (Vakratsas and Ambler, 1999).
2.3 Creative aspects of advertising
Any advertising will get successful with its creative and innovative aspect. Walt Disney
is successful today because of their infamous character Mickey Mouse. If a company advertise
something unique and innovative that differ them from their competitors, it will surely lead
business towards success. It reaches numerous number of customers thus, creativity in theme is
essential. The environment is highly dynamic, to tackle with the same and to gain advantage
creativity aspect is needed to be considered. It is application of such strategies that impact
customers perception and make them buy their products and services. It will definitely induce
target audience. Creativity is an art as how company is attracting customers towards them
(Steenkamp, et. al. , 2005). Commercial artist, layout designer and Copywriter plays a vital part
in making products creative. Disney is also got popularity because of their innovative movies
such as avengers assemble, and captain America. If something unique gets popular in market, it
will last for considerable long time. However ideas to be interrelated with demand and needs,
also market condition determines the same. Creativity of such exceptional ideas are difficult to
be implemented. Disney worked on their character Mickey mouse and thus, get highly popular
among all children and thereafter adults. There involves three steps of process such as collecting
requirements and data, processes of thinking and verification of same (Quester and Thompson,
2001). The message should give promising values to target audience and cooperate with the
brand message of the same. A successful advertising campaign used these strategies to create
their recognizable identity. It always have a[positive impact on customer of business
organisation (Poon and Jevons, 1997). Walt Disney is also famous its creative magazine.
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Children and even adults like to read their magazines consisting of mickey mouse story and
Jokes. Online magazines are making huge success in market. They also use strategy of using
billboards for advertisements. It is also called as hoardings and typically found alongside busy
roads in UK. This method of advertisements and promotion is quite popular and attract eyes of
numerous people. Their character Mickey mouse is popular today because of such creative ideas
implemented effectively by Walt Disney.
2.4 Ways of working with advertising agencies
Ways of working with advertising agencies defines an organisation standing in market.
Selection of an agency is vital and depends on evaluation of facts that which agency serve an
organisation in effective manner (Mela, Gupta and Lehmann, 1997). Anyone who is working
with agency needs to know some of the act of working these are as follows-
Knowing their needs- Organisation should know they want first, to have long lasting
relationship. They are required to know what an agency will produce and how much cost will be
incurred for the same.
Importance to value- Obviously branding is way more important than price. Disney
have their own brand value in market today and incur huge money to made so. Thus, a successful
organisation in world.
Research- An enterprise should never assume that they are aware of customer's
perception. New trends and substitute availability will definitely influence their thoughts. Market
research always needed to know target audience.
Business decisions- the decisions are always needs to be taken by considering every
elements of business. Disney main focus is on different groups such as children, adults and they
have made their huge influence on them ((Low and Mohr, 2000)).
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TASK 3
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