Analyzing Advertising & Promotion: Branding and Promotion Methods

This report analyzes advertising and promotion strategies, focusing on the role of advertising in business success and the importance of branding in building customer trust. It explores traditional advertising methods and the creative processes involved in developing effective advertisements. The report also examines below-the-line promotion techniques, including exhibitions, sponsorships, and sales promotions, and assesses their utilization in integrated promotional strategies. Furthermore, it discusses the use of sales promotion and public relations as tools for enhancing sales and building relationships with consumers, highlighting the need for competitive advantage and the integration of various promotional elements to achieve marketing objectives. The document concludes with a list of references and a thank you note. Desklib provides a platform to access similar solved assignments.

ADVERTISING AND PROMOTION
(TASK 2)

2.1 Role of advertising
 Advertising is very known and popular term in business sense. It
plays an important role in any firm and product success. With the
help of advertising a new product can easily reach to vast
number of customers. Advertising is an essential factor business
world.
 Traditional advertising: This is the best and suitable method for
promoting a new product. Advertisement on television, posters
and billboards are some of the traditional method which are used
by an organisation to promote their product.

2.2 Branding and its strength to business
Branding means creation of trust in the eyes on general public. In
business sense, branding can be calculated with the companies
name, goodwill, target customers, and satisfaction of customer in
respect of service. It is helpful in maximise sale without any barrier.
If any organisation build their trust and faith with their customers,
then their brand value increased as day by day

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 Creative process: With the help of this process, organisation
have to find out that medium which helps in attracting large
number of clients. It force their customers to watch and read
advertisement
 Creative people: It includes all those people who help an
organisation to made such creative advertisement. It includes
such people who have wide range of imagination and thinking.
 Creative situation: It implies that situation in which such
imagination come true. This creativeness leads to force
consumers in making their imagination to come true and real.

3.1 explain primary tools of below-the-line
promotion and their utilisation in an
integrated promotional strategy
Below the line promotions are basically non media promotion
activity. Non media promotional activities are exhibitions,
sponsoring activities, face to face public relations and sales
promotions activities, etc. It is expanding in this time in the
corporate sectors and covered within promotional mix strategy. This
kind of promotional activity is usually target the dealers, wholesaler,
distributors, etc. and overall focused on potential consumers at large
scale. It is promoted through other than TV, radio, print media, etc.
this promotional activity is less expensive and easy to use in the
business. Basically sales promotional tools are divided into two
major parts which are depends on the cost budgets allotted and
linked to personal interaction with the customers. These are above
the line and below the line tools.

3.2 Assess other techniques used in below-the-
line
Promotion is the tool by which advertising, sales promotion, public
relations and personal selling are done. Advertisement is a paid
promotional activities. While personal selling is trying to influence
the potential buyers for buying the products or services.. Sales
promotion is like offering free coupons or products samples to the
prospects audience which stimulates short term buyers to make fast
actions on it. Organisation handle all tools on its behalf and mix them
together to make the integrated marketing strategy for the product or
service. These are collectively known as promotional mix. As, in
below the line technique, sales promotion is one of the most
beneficial tool to for the sales representative to promote their
products or services. It simply meaning is to enhance the sales of the
products or services in the company. There are some extra things
which need to consider by the sales marketing team while doing sales
promotions:

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As, marketers' main aim is to emerge the feelings in the minds of
consumers for the products and also have to offer them discounts,
gift vouchers, etc. so that the more consumers would love to
associate with the company. To compete the competitors in the
market, company need to take the competitive advantage over the
other products.
It has been found from the above facts that this below the line
sales promotion's tool main objective is to increase the sales of the
products. But, there are some other tools which are not focused on
enhancement on the sales of the products in the below-the-line
techniques. Such as public relation. It is bigger concept than sales
promotion. As the word reflect the meaning it is something which
links to the promotion of sales.

REFRENCES
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.
Shimp, T.A and Andrews, J.C., 2012. Advertising promotion and other
aspects of integrated marketing communications. Cengage Learning.
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.

THANK YOU