Advertising and Promotion Strategies in Business: Walt Disney Report

This report analyzes advertising and promotion strategies within the context of the Walt Disney Company. It begins by exploring the communication process applicable to advertising and promotion, including techniques like newspapers, magazines, websites, and live events. The report then delves into the organization of the advertising and promotions industry, covering account handling, creative, media, and production departments. It examines the regulatory aspects of promotion, referencing relevant UK legislation. Furthermore, the report discusses current trends in advertising, including the impact of ICT. Task 2 focuses on the role of advertising in an integrated promotional strategy, emphasizing branding's significance. It reviews the creative aspects of advertising, including the creative process, people, and situation, and examines methods for collaborating with advertising agencies. The report concludes with a discussion of budget formulation, promotional plan development, integration of promotional techniques, and campaign effectiveness measurement. The report provides a comprehensive overview of advertising and promotion, using Walt Disney as a case study to illustrate key concepts and strategies.

Advertising and Promotion
in Business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Communication process that applies to advertising and promotion.....................................1
1.2 Organisation of the advertising and promotions industry.....................................................2
1.3 How promotion is regulated..................................................................................................3
1.4 Current trends in advertising and promotion, including the impact of ICT..........................3
TASK 2............................................................................................................................................4
2.1 Role of advertising in an integrated promotional strategy for a business or product...........4
2.2 Branding and how it it used to strengthen a business or project...........................................4
2.3 Review the creative aspects of advertising...........................................................................5
2.4 Examine ways of working with advertising agencies...........................................................5
TASK 3............................................................................................................................................6
Covered in PPT...........................................................................................................................6
TASK 4............................................................................................................................................6
4.1 Appropriate process for the formulation of a budget for an integrated promotional strategy
.....................................................................................................................................................6
4.2 Development of a promotional plan for a business or product.............................................6
4.3 Plan the integration of promotional techniques into the promotional strategy for a business
or product....................................................................................................................................7
4.4 Appropriate techniques for measuring campaign effectiveness............................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Advertisement and promotion are one of the important part of the business and its
products which helps in increasing public awareness towards the company services. In modern
era, every organization wants to take competitive place in the market by invent new and
innovative ways to promote their services to invite large number of customers. Every consumers
looking for best advertisement and promotion in which they gather all the relevant information
about the company products and services (Funk, 2013). Both advertising and promotion
activities are part of the marketing communication in which company intact with number of
customers to promote their services for increasing their sale. One of the main purpose of
marketing communication in business is to improve overall brand image in front of potential
customers. Present report is based on Walt Disney, which is an American animation company
that define several products of cartoons. It is an entertainment company which easily invite large
number of customers and improve their services for them. This report include communication
process which applies in advertising and promotional activities within the business. It also
include various primary techniques is also discussed in their report that helps in increasing
overall sale of the company. Along with this, promotional plan is also mentioned in this
assignments to achieve overall success in the market.
TASK 1
1.1 Communication process that applies to advertising and promotion
Communication is one of the best process to interact with the target customers and also
make effective promotional and advertising. It is more beneficial for the firm to invite more and
more customers towards the products and services. In this process advertising and promotion
helps to the influencing customers demand towards the products. It also affect the consumers
buying behaviour which directly impact on organizational success in most effective manner.
Along with the marketing communication define the way to interact with the customers and how
to convince to buy the products so that we can say that communication play vital role in
increasing overall profitability in appropriate manner (Goris and et. al., 2010). In this Walt
Disney use various communication methods in which they easily attain their targets. Some
process of communication are as follows:
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 Walt Disney use newspapers and magazines to promote and advertise their products and
services. It helps in inviting large number of customers in more effective manner.
Because with the help of newspapers company specifies their products features to
increase customers awareness towards the products.
 Company also use their holding on building and streets which helps in inviting large
number of customers toward the company (Hanafizadeh, 2012).
 Company also define their websites and also update regularly with their new and
innovative products.
 Walt Disney also organize their live events for promote their products in which they
easily invite number of peoples and easily communicate with them about their product
features.
All these activities of communication process helps in improving the brand image at market
place. It also helps in communicating with number of audience in most effective manner. The
main benefits of all these communication process is to increase overall sale of the company in
market place.
Communication process: It is an effective process for every business organization to
communicate wit their customers in order to convey information in effective manner. Mainly it
divided in three components. In this sender transmits information by using an effective channel
to the receiver. Along with this, sender define ideas to another party which helps in effectively
transforming information in effective manner. It helps in getting feedbacks from another party.
BY this Walt Disney easily influence their customers to consume its products and services which
leads in attaining better results in most effective manner.
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(Source: Process of communication, 2016)
1.2 Organisation of the advertising and promotions industry
Advertising and promotion are one of the best activities of the Walt Disney to make
better relation with their end users. Because it helps in inviting large number of customers
towards their products and services. This industry include various department which define their
best to promote companies products and services. Mainly there are four department of
advertising and promotion industry are as follows: Account handling: This department define better relationship with the customers. In
which the manager of the company set their effective process for handling all the
accounts in more effective manner which helps in meeting with their clients. The creative department: This department responsible for new and creative ideas for
promoting their services in market place (Hawkes and Lobstein, 2011). It define
customers demand with suppliers that include web designers, film producer. Along with
this the art direction team define their initial concept in which they do their promotional
activities in the market place. Media department: Number of agencies use external consultancy in which they include
media research, planning, and buying of the customers. In this company undertake media
research to evaluate as well as identify the target customers, and planning define the
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Illustration 1: Communication process

process of achieve their marketing objectives (Joshi and Hanssens, 2010). Along with this
media buying always tries to effective utilize the money by using better negotiating skills
in most appropriate manner.
 Production department: It helps in defining better delivery of the products and services
to their customers as per time period. It also define better process in which company
easily monitor their delivery process to engage their target customers which aid in
achieving its objectives in systematic manner.
1.3 How promotion is regulated
Advertising and promotion are regulate in various ways which is related to the laws and
regulations. It helps in maintain better customers relation and also get their trust towards the
products and services. It is more important for the company to follow all the rules and regulation
to maintain positive performance in the market place. In this context, UK government set their
policies which must have to follow by Walt Disney which are as follows: Sales of goods act: This act established in 1979 by UK parliament. It define bought and
sold and also define the contract between contractee parties. It evaluate that seller transfer
their property to the buyer in same thinking (Lovato, Watts and Stead, 2011). It also
evaluate the customers satisfaction by paying the amount for that. In this all the goods are
buying as per customers demand.
 Supply of goods and services act: This act set by UK court in 1982 in which trader
provide better services to workmanship to maintain the standard. In this the work should
be done in reasonable time duration.
1.4 Current trends in advertising and promotion, including the impact of ICT
In today's modern time competitors and market growth continuously increased because in
which various company evaluate new process as well as methods which aid in advertisement
activities. In this current trends helps in increasing overall sale of the company. Now this time
organization use new and innovative technologies as compare to traditional methods. It helps in
attracting large number of customers towards the company. Now company focus on electronic
media such as television, phones and many more to invite more and more customers. All these
helps in increasing brand image of the products and business in most effective manner (Moodie
and Hastings, 2010).
Impact of information and communication technology:
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ICT play important role in organization because it helps in improving the products
success at market place. In this various number of customers use online services for purchasing
the products. This process helps in reaching the target customers of the company. This type of
technologies helps in providing consumers feedbacks in order to improve their quality services
as per customers comments. So that it is one of the important for today's business environment in
order to increase overall sale of the company in appropriate manner.
TASK 2
2.1 Role of advertising in an integrated promotional strategy for a business or product
Advertising play important role in organization to attain better success. It helps in
reaching at various of customers in order to get better results. It is an incorporated part of
promotional strategy for an organization and its products it include various elements such as
public relations, direct marketing, sales promotion, digital marketing and many more helps in
generating more revenue by delivering services to the customers (Okazaki and Taylor, 2013). It
is an effective way in which company easily reach the customers through newsletters, websites,
Movies and etc. All these helps in positioning the better brand image at market place. On the
other hand advertisement also an important element of the business to maintain the public
relation in effective manner. Emails is one of the best example of advertising process.
2.2 Branding and how it it used to strengthen a business or project
Branding is one of the important aspect of the company which helps in creating the
customers trust towards companies products and services. It define with company goodwill,
target customers and satisfaction level of the customers. It helps in increasing overall sale of the
company. If firm build the better relation and faith then they easily increase their brand value in
front of larger manner. Brand helps in defining the particular products in which customers easily
buy the particular product. It provide strength to the company to develop their performance at
market place. It also helps in providing competitive advantage and also get long term
relationship with the customers by providing quality products (Park, Rodgers and Stemmle,
2011). One of the important benefit of branding is to crate better customers relationship by
delivering their particular products.
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2.3 Review the creative aspects of advertising
Creativity is one of the important activity of promotional tools because it helps in
defining new and innovative features of products and services in order to inviting larger
customers. It also contribute in attaining better attention to their customers to influence their
buying process. It directly helps in increasing overall sale of the company in market place.
Along with this, creative agency also helps in evaluating innovative advertisement to compete
their rivals. There are three aspects which helps in making creative advertisement are as follows: Creative process: It is effective and important process foe Walt Disney to evaluate the
effective medium in which company easily attract large number of customers. This
process force their customers to read the advertisement and buy it for increasing overall
sale of the company (Peter and Donnelly, 2011). Creative people: It include various people which helps in making creative advertisement
and get better results form the customers. The organization include those people who
have better ideas and creative thinking.
 Creative situation: It define these type of situation in which thinking comes true which
helps in making people imagination in real aspect.
All these helps in making innovative ideas to increase customers awareness and also develop
their interest to buy the products and services.
2.4 Examine ways of working with advertising agencies
Every companies provide as well as deliver quality services to their customers to attain
their higher satisfaction. In this advertisement play important role in introducing product in
market and also helps in maintaining better relationship with the customers and various
advertising agencies in the company. These helps in publishing the brand image by evaluating
their products features in newspaper and magazines. in this company choose best candidates
which is able to done this work effectively. With the help of this company easily promote their
products in most attractive manner and capture competitive advantage (Seidenberg and et. al.,
2010). For this company pay fair remuneration in order to maintain the better relationship with
the agencies.
Along with this, Walt Disney analysis all thee aspects for creating better advertisement in
order to attract large number of customers. For this advertising agencies undertake effective
market research to evaluate the better results is appropriate manner.
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TASK 3
Covered in PPT
TASK 4
4.1 Appropriate process for the formulation of a budget for an integrated promotional strategy
Identify the promotional budget is one of the important aspect for the company to
increase their overall sale which directly impact on profitability level. With the help of better
budget company easily attract large number of customers. For this it is important for the Walt
Disney to select best advertisement tool which helps in achieving huge profitability and also
make better brand image at market place (Sethuraman Tellis and Briesch, 2011). This process
needs proper manpower in promotional plan in order to introduce new and creative process in
this plan to invite large number of customers. Formulation of cost effective budget is also
important to make effective promotional activities. Some time organization make various
mistakes in their advertisement so that it is important for the company to deliver better plan in
order to get better results.
4.2 Development of a promotional plan for a business or product
Promotional plan for a business or products is related with the fact in which it define the
better brand image for the company in market place. In this, promotional plan define the target
and goals which directly affect overall success of the company. It include some phases which
helps in evaluating the customers demand such as:
The first step of promotional plan in which company wants to set their brand image in
customers mind to improve their overall sale of the company.
After that they set as well as identify the target market in which company define their
outlines of their products and services by using promotional activities (Shimp and Andrews,
2012).
After setting the target market Walt Disney make decision making process about the
budget and also its allocation of funds in various department.
In the last step of promotional plan company select best techniques to promote their
brand image at market place.
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4.3 Plan the integration of promotional techniques into the promotional strategy for a business or
product
Promotion is one of the effective tool for organization to increase public awareness
towards the products and services (World Health Organization, 2013). In this three type of
promotional strategies such as push strategy, pull strategy and accumulation of both strategy.
Along with this, push strategy define sales orientation and other side pull strategy is market
oriented.
A push strategy include products to the customers in order to increase their demand
towards the products.
A pull strategy of promotion influence the customers demand and motivate them to buy
the products. It include customers relationship management and sales promotions and discounts.
Both strategies helps in creating the customers demands towards the company product
and services.
4.4 Appropriate techniques for measuring campaign effectiveness
In this process there are some various and effective techniques which helps in measuring
effectiveness of the campaign’s. Cognitive test: It evaluated as per the cognitive tests which is related with proactive stage
of hierarchy. Media audience evaluation: It is also important methods which is used by Walt Disney
to measure efficiency of media programs in effective manner (Wright and Watkins,
2010).
 Physiological assessment: It helps in evaluating the specific elements of advertising
campaign’s to measure overall effectiveness of the company.
All these tools are effective for measuring overall performance of all the promotional activities in
most effective manner.
CONCLUSION
From the above mentioned report, it can be conclude that promotion and advertisement
play important role in increasing profitability of the company. It helps in improving customers
awareness towards the company products and services. One of the important purpose of
promotional activities is to increase overall sale of the company in market which helps in
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capturing larger market share form its rivals. In this various non paid promotional tools in which
company easily promote their services in front of larger audience to invite within the
organization and use their services. Along with this, company also make an promotional plan in
which they include all the activities and process which is used for promote company products in
order to generate more revenue in most effective manner. In this various techniques also used by
the company to measure overall effectiveness of campaign to develop company products in
systematic manner in order to increase overall performance of the company in market place.
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REFERENCES
Books and journals
Funk, T., 2013. Advertising and promotion. In Advanced Social Media Marketing (pp. 65-74).
Apress.
Goris, J. M., and et. al., 2010. Television food advertising and the prevalence of childhood
overweight and obesity: a multicountry comparison. Public health nutrition. 13(07).
pp.1003-1012.
Hanafizadeh, P. ed., 2012. Online Advertising and Promotion: Modern Technologies for
Marketing: Modern Technologies for Marketing. IGI Global.
Hawkes, C and Lobstein, T., 2011. Regulating the commercial promotion of food to children: a
survey of actions worldwide. International Journal of Pediatric Obesity. 6(2). pp.83-94.
Joshi, A and Hanssens, D. M., 2010. The direct and indirect effects of advertising spending on
firm value. Journal of Marketing. 74(1). pp.20-33.
Lovato, C., Watts, A and Stead, L. F., 2011. Impact of tobacco advertising and promotion on
increasing adolescent smoking behaviours. The Cochrane Library.
Moodie, C and Hastings, G., 2010. Tobacco packaging as promotion. Tobacco Control. 19(2).
pp.168-170.
Okazaki, S and Taylor, C. R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review. 30(1). pp.56-71.
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.
Peter, J. P and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Seidenberg, A. B., and et. al., 2010. Storefront cigarette advertising differs by community
demographic profile. American Journal of Health Promotion. 24(6). pp.e26-e31.
Sethuraman, R., Tellis, G.J and Briesch, R.A., 2011. How well does advertising work?
Generalizations from meta-analysis of brand advertising elasticities. Journal of
Marketing Research. 48(3). pp.457-471.
Shimp, T. A and Andrews, J. C., 2012. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
World Health Organization, 2013. WHO report on the global tobacco epidemic, 2013: enforcing
bans on tobacco advertising, promotion and sponsorship. World Health Organization.
Wright, M and Watkins, T., 2010. Marketing financial services. Routledge.
Yang, Y., and et. al., 2010. Regional differences in awareness of tobacco advertising and
promotion in China: findings from the ITC China Survey. Tobacco control. 19(2).
pp.117-124.
Online
Marketing & Communication Activities. [Online]. Available through
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