Comprehensive Report: Advertising and Promotion in Business (WPP)

This report provides an in-depth analysis of advertising and promotion strategies, focusing on WPP, a multinational advertising and public relations company. The report begins by outlining the communication process as it applies to WPP's advertising and promotion efforts, detailing elements such as sender, receiver, message, and feedback. It then explores the organization of the advertising and promotion industries, highlighting the roles of advertisers, agencies, media, and specialized marketing services, and discusses current trends like social networking, online campaigns, and the impact of ICT. The report also covers promotion regulation, the role of advertising in integrated promotional strategies, branding, creative aspects of advertising, and working with ad agencies. Furthermore, it explains primary techniques of line promotion, budget formulation for integrated promotional strategies, development of promotional plans, and techniques for measuring campaign effectiveness. The report concludes with a summary of the key findings and insights into WPP's approach to advertising and promotion.

Advertising and
Promotion in Business

Table of Contents
INTRODUCTION...........................................................................................................................3
1.1process of Communication that applies to promotion and advertising of WPP ...........3
1.2 Organisation of advertising and promotion industries....................................................4
1.3 Promotion regulation process:..........................................................................................4
1.4 Current trends in advertising and promotions, including the impact of ICT on WPP.....5
2.1 advertising role in integrated promotional strategies for a business product and decisions.
................................................................................................................................................5
2.2 Explanation of Branding and how it can be used to strengthen the business product
launched by wire and plastic products....................................................................................6
2.3 advertising strategy Creative aspects . Evaluation of the strategies to address the
successful advertising campaign............................................................................................7
2.4 Working with ad agencies...............................................................................................8
Task 2...............................................................................................................................................8
3.1 Explanation of the primary techniques of the line promotion and it 's use in integrated
promotional strategy...............................................................................................................8
3.2 Various technique and tools which used in the line promotion .......................................9
4.1 Various process for formulation of the budget for an integrated promotional strategy 10
4.2 Development of a promotional plan for goods and services..........................................11
4.3 Plan for the integration of promotional techniques into the proposed promotional strategy
..............................................................................................................................................12
4.4 Techniques for measuring campaign effectiveness........................................................14
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
A business makes its presence in the market by promotion and advertising is the method
of promotion. The promotion of a business is a beautiful way by which an business men makes
their customers aware of the current products as well as potential ones. These are the strategies to
persuade customers. The WPP(wire and plastic products)group is a multinational company of
public relations and advertising. Its the world's largest company with around 190000 employees
in 3000 offices and 112 countries. This report is based on WPP and its strategies for promotion
and advertising. The product portfolio of WPP includes insight of consumer, maintaining public
relations, advertising, affairs of public. (Anjum More and Ghouri 2012.), branding and identity
etc. Promotion is all about communicating to the target group. All the current trends in
advertising and promotion are discussed in this report. This report will help in understanding the
marketing communications scope, and importance of advertising and its role,the below line
techniques and their use and the plan to integrate promotional strategies.
1.1process of Communication that applies to promotion and advertising of WPP

Process of Communication is the essential element of advertising and promotions. The
communication process main purpose is to address questions and queries from prospects and to
persuade customers. Process that applies here comprises of nine elements. Such as
sender,receiver,media, message, ,decoding, encoding,, response,noise., feedback. Process starts
with WPP which promote its product through advertising by social media, television and news-
pares. It encode its message in attractive quotes which is received by customers who are receiver.
The decode the massage and gives feedback. For example, if customer is interested, he buys the
product as positive feedback. In this case of WPP , party sending a message to their clients so
they are sender, WPP encode the message and it conveyed to prospects that this is the company
of ideas and innovations to maximize their promotions. viewers decodes the message and
customers are the receivers. Noise occurred because of unplanned distortions in the company and
feedback is what the customers gave to them(Buil Chernatony and Martínez 2013). The WPP has
a very dynamic communication process as it has wide range of portfolio and communication is
the key link to bind the company and customers together. The features advertising, customer
promotion package, they create a buzz.
Company takes support of television for promoting its products. This is accurate
communication medium which supports in making people aware with brand. Apart from this
internet is the great communication platform which is used by cited firm for advertising its
products and services. Company uses Face book, Myspace, Twitter etc. social networking istes
in order to promote its brand.
(M1)
Current rends of advertisement and promotions are social networking sites and online
campaigns. This can gain attention of mass audience and can help in making them loyal towards
the brand. Use of internet , smartphones has helped the organization in reaching to large number
of customers in short time. By this way company has become able to enhance its revenues to
great extent.
1.2 Organisation of advertising and promotion industries
As advertisement and promotion industry is one of most growing industry,ther is a lot of
creative structure in companies. Different firms try to attract maximum customers through
exclusive advertisement methods and gain profit out of it. There are small as well as large scale
organisation which has formal structure at workplace. Their employee contributes in business

success through innovative ideas. So this industry includes various kind of techniques to promote
product. Advertisement and promotion industry is the most growing industry in United
Kingdom. They are organised in five categories. One of the most important categories is
advertiser which are considered as clients. Second category is advertising agency which
produces and distributes advertisement in United Kingdom. Another category is media which is
operated all over the world. Specialized marketing communications services are also provide
promotion services in the country. They all provide the best possible advertisement medium in
corporate world. They support to make an attractive presentation of product and services.
The advertising and promotions industry works in a centralised system. Other
organisation is of advertising industry that produces and distributes the advertising. There are
participants in the industry who work as free lancers and provide collateral services: artists,
directors, printers,writers, photographers etc. The organisations from the advertising and
promotion industries are divided in certain groups, and they are:
SPECIALISED ADVERTISING ORGANISATION: these are the agencies for higher types
of advertising like financial, industrial, entertainment, phone book etc.
GENERALISED ADVERTISING ORGANISATIONS: these are normal type of advertising
done by WPP for organisation like logo designs, marketing brands etc.
IN HOUSE ADVERTISING: These take tasks to complete individual to individual businesses.
There is struggle in achieving every single people through their promotions.
INTERACTIVE ADVERTISING ORGANISATIONS: these deals with the social media like
internet, Facebook, What's app, television. They have the utmost amounts of customers.
All these organisation work together to attain a common goal and do advertising and promotions
WPP works under the centralized system in which it works with industry such as
specialised, advertising agencies together. These helps in communicating brand image of cited
firm across the world. By this way customers become positive towards the brand and it create
remarkable impression on them.
1.3 How Promotion is regulated :
Regulation of promotions are completely depends upon the risk. If risk is high then it is
essential for the organization to withdraw from such promotional tool immediately. Formal
enforcement tools are essential elements in the regulation of promotions.

There are three step of promotion regulation process in advertisement and promotion
industry. First step is pre development stage in which suggestion of customers and employees to
improve promotion method. Second step is product starting in which product is carried in
market. It shows whether customers will be attracted or not. Final stage in offers oriented
promotions in which new promotional activities are applied to increase sales of product ans
services. Promotional activities in advertisement industry are important part in United Kingdom.
There are some feature which a promotion must have to create a healthy environment. These
features are provided according to the UK law. First the promotion must have an accurate
description about services and product for which promotion is done. Another regulatory features
include that it must be legal and truthful regarding information. The promotion must be descent
and honest. It should not encourage illegal, unsafe or anti-social behaviour. Thus the promotion
is regulations are done according to the law provisions.
Promotional regulations involve development of specific rules and regulation related to
advertisement. In the year 1961 non broadcast advertising methods have been set by the UK
government. BCAP codes have been created for broadcasting advertisements. In this company
have to take care of many things in their sales promotions. These rules have get modified time to
time by the concern authorities that helps in improving efficiency level of companies and they
can plan their promotion strategies effectively.
Risk and likely impact of promotion regulates the promotional activities. if there is high
risk in the approach then the WPP immediately withdraws the campaigns or edit it(Dharand
Varshney 2011). Promotion of activities is completed in three stages like:
pre development stage: in this stage the activities for promotion is done prior to the product is
launched in the market. These promotions attract the customers attention way before the product
is going to launch in the market. after grabbing their attention WPP take their comments,
feedbacks on the introduction of the merchandise.
Product starting: this is the key stage of promotions.. this is the initial stage of product and this is
the time the customers fate is decided this stage defines whether the clients will be attracted to
the customers or not. however the ads have to be lucrative too.
Promotions to be oriented offers: these are used to carry out to provide offers to the clients .
They are especially don e to provide attractive offers. But sometimes the up to date discharge of
the merchandise.

1.4 Current trends in advertising and promotions, including the impact of ICT on WPP.
Information and communication technology has major impact on advertising an
promotions as there are many equipment used by company in this industry. For example, to
promote or advertise any product,every firm needs computer, camera or phone to convey right
message to customers with effectiveness. Current trand in this sector is changing as some firms
wants to attract new client. On other hand, online promotion is becoming more popular these
days (Save a Word document as a template. 2010).
Today information technology has changed the way of advertisement and promotional industry.
One of the major current trend is real time bidding and programmatic approaches through
online advertisement. Another new trend in promotion and advertisement on WPP is native
advertisement which takes advantages from the way people use the platform. Other trends
include Video advertising, Targeting,Localised and geo targeting and mobile advertisement.
In the modern corporate world people are using internet and social networing sites
effectively that has made strong changes in current trends. There are various trends such as
product advertising, promotions. Current trends includes:
Social networking sites
Online display
Mobile advertising
By using these trends cited firm is trying to gain attention of mass audience. It helps in
making people loyal and making them positive towards the brand. Now-a-day people are using
smartphones thus, internet mobile advertising has become important part of organizations.
Through this medium company website can be send directly through text messages. Social media
helps in reaching to the mass audience. By this way brand image of the company can be spread
across the world. This is because of development of ICT. That has supported the organization in
promoting their products and services effectively.
In today's scenario advertising and promotions are media oriented. The aim of WPP is to
maintaining the old clientele and top grab the new ones. The online promotions is the fastest way
through which the customers are attracted towards the campaign(Dholakia 2010.), they educate
them about what is trending and which brand is growing and becoming popular. this has been
the most popular trick to interest customer as it gives special deals and take suggestions from

customers. Integrated marketing communication (IMC) is proved to be the another trend in
advertising approach. Globalization here causes a perplexity on
whether they should focus on global advertising or domestic advertising?
Will stipulation of ads be useful?
Amount of consistency needed to reach customers?
The effect of ICT in WPP advertising and promotion is very crucial in gaining brand
success. Information and communication technology has proved to be beneficial in the success as
they have their own short films for promoting brands(Diamond 2011), it creates a buzz among
customers through promotional activities.
2.1 advertising role in integrated promotional strategies for a business product and decisions.
Advertisement helps in conveying right message about profit features to customers and
highlight its strong characteristics. So that maximum clients can be attracted. It boosts credibility
from profit to consumer. It is beneficial for outdoor promotion and make consumer think that
they have found what they were searching.
Advertising play a vital role in promotional strategies for the business organisations in United
Kingdom. Being a leading advertisement company WPP plc has an effective advertising plan
to make an promotional strategies. For example of advertisement of a soap, the company uses
posters, television and banners in promotional activities. If these medium of advertisement are
effective and attractive then maximum customers will buy the product and promotional strategy
will be successful.
Advertising is the main element of marketing communication which is considered as
integrated part of promotional strategy. This tool supports in reaching to the target customers and
can help in increasing sales volume of the entity. Apart from this advertisement is also beneficial
in building strong relationship with the consumers. By this way people can be loyal towards the
brand and it can assist in increasing profitability of the entity.
Advertising is the portion of strategies of promotions, it plays as a tool for the promotion
of mass media and different types of advertisements serve different purposes of communicating
with prospects. It serves the purpose of reaching to customers via radio, business directories,
movies,TV, websites etc. through advertising consumers can be reached on a very large
scale(Lee and Lee,2012.). It also helps in building personal relations with the customers through
e-mails. And wishing on them on their birthdays, anniversaries etc.

Integrated promotional techniques Role of advertising
Traditional advertising Showed advertisement on televisions,
billboards, hoardings, posters.
Sponsoring Through sponsoring of events like sports they
can advertise the brands and get huge number
of customers attention.
Online promotion Advertising through online plays a great
impact on the customers , it provides special
deal only for online users.
Local promotion This is done by distributors or retailer.
Advertising shows the strengths of the product to the customers its helps in promotional schemes
so as to reach to the targeted customers(Haque Ahmed,and Irfath 2010). It helps in boosting the
credibility in the minds of clients.
2.2 Explanation of Branding and how it can be used to strengthen the business product launched
by wire and plastic products
Branding can be defined as features of the company that make it differed from others.
Branding tool helps in improving market reputation of entity and by this way firm can develop
its products as per the need of customers. WPP has strong brand image this helps the cited firm
in getting favourable results. With the help of strong brand image entity can gain competitive
advantage and can strength its position. Branding assists in increasing consumer loyalty and it
builds long term relationship with the customers. Brand is a well established image of company
in term of sign little, symbol or design. It is used by company to make consumer think that it is
only profit which is up to mark as per their needs. It verifies credibility of company among
consumer. It connects company target of profit maximisation. It can be used to motivate
customer to buy product. Branding is a marketing practices which include creating name ,
design or symbol that makes a drastic difference in product and makes it unique in term of
features from other products in same product line. For example of soap , Being a well known
brand , advertisement of WPP makes a unique image in sight of customers and makes them buy
the product.

Branding refers to a characteristic of product which attaches a customers with the
company. It is done with the creation of logo, symbol or a slogan. This is done to for
differentiating their products. Its not about creating a target audience(Heerdeand et. al., 2013), its
about the creation of the prospects of the organisation to determine them as the only product or
brand that will provide an effect for their problem. The use of branding is as follows:
Confirms company credibility A good brand of a company will verify the
companies credibility and customer trust the
brands.
Delivers content clearly Branding helps the organisation to deliver the
content of the product and of the company
clearly to the customers so that no ambiguity is
there.
Connect target prospects Branding helps to connect the customers
psychologically to the company and targets
prospects using customers.
Loyalty Customers are loyal towards the brand they
use, it gives a concrete connection . Branding
do increase loyal customers.
Branding helps the company to make its customers loyal as it fulfils the customers expectation
and it creates a common expectation from a product of company and the company do researches
and development(Kim2013.). The differentiated products gives the competitive advantage to the
company and the consumers are provided with the new and improved products.
2.3 advertising strategy Creative aspects . Evaluation of the strategies to address the successful
advertising campaign
Advertising is the medium that can help the organization in promoting its brand image
across the world. In the absence of creativity entity can fail to meet with its long term objectives.
One of creative aspects of advertisement strategy are ad copy which is use in online methods
through a link on internet. Another aspects is layout which includes size, font and colour of
advertising page. Brand strategy is used by company in advertisement and promotion campaign.

In this firm spreads effective information about brand and attract customer. This strategy is
adopted by company to succeed in advertisement campaign. Creative aspects of advertising
support in better promotion al activities .Some creative aspects are Creative Team,Creative
Concept,Creative Tension and Principles of Design. Creative team helps in making promotion
more attractive and efficient to capture maximum customers through online as well as offline
medium.
As advertising is a dynamic medium so creativity is needed in advertising so as to create
attention. Without innovation and a creative approach its impossible to survive in the cut throat
competition in this competitive market. The four aspects of creative advertising strategies is as
follows:
the product must be relevant according to the needs of the consumers.
It is one of main concern of WPP, cited firm is planning to enhance its market reputation
it is only possible when it provides consumers products as per their need and requirements.
Gives a promising value to the customer.
If firm promise them of providing valuable products and services then it will raise
company's image and entity will be able to gain competitive advantage. By this way firm will be
able to sustain in the market for longer duration.
Brand message should be co-operated it should not infer the meaning of the brand message.
Advertising strategy is the essential think that helps in improving brand image of entity
that can help in developing unique image of the firm in the mind of consumers. It can make them
loyal and can retain them in the organization for longer duration.
the advertisement should revolves around the product only(O'GuinnAllen,and Semenik,2011).
Product should be the centre of it. These strategies are to be evaluated to be the successful . If the
customers get impacted by it.
Strategies for advertising:
Ad Copy: It is used by the advertisers to add key phrases for the advertisement happens to be
created. This is an exceeding method not just to pronounce in which ad link takes, but to create
advertisement to look as attractive as it possibly can to attract the individuals and attach them
with the ad and the brand.
Brand strategy: it is the strategy to deliver the brand message to the customers. it includes all the
communication you make to make the customers aware about the brand.