Advertising and Promotion Report: Integrated Strategies and Techniques

This report provides a comprehensive overview of advertising and promotion strategies, examining the communication process, industry organization, and regulatory aspects. It delves into current trends, including the impact of ICT, and explores the role of advertising in integrated promotional strategies. The report also covers branding, creative aspects of advertising, and working with advertising agencies. Furthermore, it explains below-the-line promotion techniques, budget formulation, promotional plan development, and the integration of promotional techniques. Finally, it discusses methods for measuring campaign effectiveness, offering a complete analysis of advertising and promotion.

Advertising and Promotions

Table of Contents
Introduction..........................................................................................................................................3
Task 1....................................................................................................................................................3
1.1Explain the communication process that applies to advertising and promotion.........................3
1.2Explain the organisation of the advertising and promotions industry.........................................4
1.3Assess how promotion is regulated............................................................................................5
1.4Examine current trends in advertising and promotion, including the impact of ICT.................5
Task 2....................................................................................................................................................6
2.1Explain the role of advertising in an integrated promotional strategy for a business or product.
.........................................................................................................................................................6
2.2Explain branding and how it is used to strengthen a business or product..................................7
2.3Review the creative aspects of advertising.................................................................................7
2.4Examine ways of working with advertising agencies.................................................................8
Task 3....................................................................................................................................................8
3.1Explain primary techniques of below-the-line promotion and how they are used in an
integrated.........................................................................................................................................8
promotional strategy for a business or product................................................................................8
3.2Evaluate other techniques used in below-the-line promotion.....................................................9
Task 4..................................................................................................................................................10
4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional
strategy...........................................................................................................................................10
4.2 Carry out the development of a promotional plan for a business or product the development
of a promotional plan for a business..............................................................................................11
4.3Plan the integration of promotional techniques into the promotional strategy for a business or
product...........................................................................................................................................11
4.4 Use appropriate techniques for measuring campaign effectiveness........................................12
Conclusion..........................................................................................................................................13
References..........................................................................................................................................14

Introduction
Advertising and promotion is the systematic process to advertise and promoting goods and
products in the market, its help to give proper satisfaction to customers and clients after that receive
feedback by them. Advertising is the paid form of non personal presentation of selling goods and
products at the decided cost according to the products quality and feature those are decide by the
company's head of the departments. Advertising is the non personal communication with customer
to buy their goods in utilise their products quality(World Health Organization, 2013.) McCann
Erickson is the advertising agency, this agency try to encourage and manipulate the customer to buy
their products and goods and to take in life as a continues process. Promotion through can do
promote the goods and services in the market and front of customers through the various activities
and services provided by the McCann Erickson, like coupons, free products and other facilities
with products.
Task 1
1.1Explain the communication process that applies to advertising and promotion.
Communication process in McCann Erickson agency of advertising and promotion that help
to provide goods in the market to give proper satisfaction to their customers and through the
customers get feedback by them. Communication process in various step through are help to
explain how to do communicate with customers and what their process(Corcoran, N. ed., 2013.).
So, there are few steps those are follow:
Sender/ Encoder: Sender or encoder is the persons and the company through them give proper
information about the products and goods to the customers, products features, quality, cost, brand
etc. in this step company always try to give full introduction about services and products those are
provided by the company for customers. All companies wants to full fill customers needs and
wants. If any issues and problems related products and services to customers so company try to
clarify them, solve their problems.
Encoding: In this stage head of the company or manager of the company try to decide promote a
new good and product in the market to satisfied to their customers. For the new product in the
market has to be decide some new techniques for manufacture a new product and goods and try to
provide a new product and services with good quality and features so maximum customers will buy
products and increase productions and image in the market.
Message: After decide targets and objective and also new products idea then has to be decide how
to communicate with customers and how to do promote their products in the market. Marketing

team has decide design of products and plan features of their products those will be launching in the
market(Awika, J.M., Piironen, V. and Bean, S. eds., 2011).
Receiver: Receiver is that person who receive and purchase their products through the company.
Company for the promotions of goods share ideas and feature with customers those are receivers.
Decode: Decoding is the process of transferring products and goods to customers and try to give
proper knowledge about their products and try to full fill their wants, needs, perception they are
thinking about their products and services.
Noise: As per the transfer goods and products in the market and to customers so, there have some
communication and not transfer actual information to customers.
Feedback: Receive feedback by customers about their products and services. Is their products are
full fill customers wants and need or not. After collection of feedback then transfer data to sender or
the company.
1.2Explain the organisation of the advertising and promotions industry.
Advertising and promotion industry is all about the products and services provided to
customers and give proper information to them. McCann Erickson try to give and help to introduce
all features and quality of their goods and services to customers. And promotion industry try to do
promote their products in the market from using various types of methods and techniques.
Newspapers&magazines: Newspapers and magazines are is the way to promote goods and
advertise in the market so through this way maximum persons has knowledge about their goods and
Illustration 1: Communication process

products.
Television: Television is the oldest way to promote products and services by ads in television.
Through television give proper information and also give proper understanding to their customers.
Internet: This method of advertising and promotion of products is the best way in the online world.
At this time all persons are use internet and all works done by the online systems. Its help to do
work in the effectively manner.
1.3Assess how promotion is regulated.
For promoting products in the market so, have to follow some rules and regulations those
are made by government of country. All sectors has other rules and regulations those are represent
their sector. McCann Erickson of Products and goods should be clear in the feature and give proper
and actual information to their customers not provide their customers fake and wrong information.
If a company provide fake information to customers and try to manipulate them so customers are
not does trust on company and that company's of brand(Eastman, S.T., Ferguson and et.al 2012).
Through this process create negative image in the market. So, In the other hand, all advertising and
promotional companies has to be follow legal rules and also there are some Acts those are following
under the below:
Consumer protection: Consumer protection Act 1987, according to this Act provide useful
products to customers or consumers. Not give wrong and not does manipulate them about goods.
According to this Act provide good facilities and services to customers and give proper satisfaction
to them.
Money off coupons: For promoting and build a effective image in the market so, many companies
are provide various types of services and facilities to customers like coupons, tokens, vouchers
more on. So this Act help to promote companies products in the market and try to attract maximum
customers to buy their services and products and use in their life.
Misleading advertising: Misleading advertising of products done by company's marketing persons,
they are always try to give fake information to customers so, customers are purchase more and more
products in life. So through this Act give proper information to customers and not try to do
misleading for their products.

1.4Examine current trends in advertising and promotion, including the impact of ICT.
McCann Erickson in all works are done by the online internet services, through this service
provide actual and proper information to customers, for promoting and advertising a product in the
market so there are various types of methods and techniques are used by the company so all
companies are easy to communicate to their customers and resolve their problems. ICT( information
communication technology) is the way to expend their business and improve their product quality in
the systematic way. By ICT improve customer services and customers demand, then company try to
full fill customers needs and wants by their products and goods(Pedrana, Hellard and et.al 2013).
There are some current trends in advertising and promotions those are follow:
Co-branding: Co-branding is the new trend to introduce product in the market for customers. In
this trend two or more companies are create a new product for customers and all companies are do
advertising and promotion in the market to promote and give fully satisfaction to customers.
Online advertising: Online adversing is the best way to promote any products in the market and in
easy way. Online method to introduce any thing in the world and easy to promote products because
at this time all persons are use the internet so that's why all companies try to do online advertising.
By this trends give more facilities to their customers about their products like online services, online
delivery of products, online payments of products, discounts, pictures of goods and products are
represent the products in the effective way and easy to collect feedback by their customers and get
actual information related to their product quality and feature, is their customers are satisfied or not.
Task 2
2.1Explain the role of advertising in an integrated promotional strategy for a business or product.
Advertising play and important role in the process of promoting products and goods and
give full satisfaction about their products. McCann Erickson agency play many roles to promote
products in the market and give full information to customers, all customers want to full fill own
needs and wants at cheap rate of products. So all company try to provide a good product to their
customers and try to full fill their needs and wants and also try to build a effective image in the
market and beat competitors and substitute products(Newlin, and et.al 2012) There are some roles
are play by advertising to promote product so, those are under the below:
Awareness: Advertising help to create a effective image in the market and also in the customers
mind. Advertising through build a effective brand image in the market, awareness of products and
goods through all persons are know about the products and highlights their product quality.
Information: Advertising through given proper information to customers about their products, so
all persons has knowledge about goods and products they are fully awareness about their products
features, quality and cost.

Persuasion: When a company provide some services and products to customers, so must not only
provide products to customers but also persuade them to purchase their products. And try to
availability in the market of their products for customers with fair quality and fair cost.
Attitude: Promotion is require for give full satisfaction to customers and also try to build a
effective image in the market and also build a positive attitude in the market to beat their
competitors. Positive attitude of company and their brand to help increase productivity and help to
increase sales of their products(Ferrante, and et.al 2011).
2.2Explain branding and how it is used to strengthen a business or product.
Branding is the important component in advertising and for the company. A effective brand
of the product and the company help to build a effective image in the customers mind about their
product and their company. Branding mean to do promise customers about their products features
and quality. If a McCann Erickson company build a effective brand in the market and also in the
customers mind with good product quality so, customers are easy to purchase products and easy to
do trust on that company and brands of products. Effective brands products are easy to differentiate
to other products and easy to judge them. Branding is the best way to promote their products in the
market and increase easy to productions. Branding through give full and actual information to
customers and they are easy to do trust that company's brand because that company build a good
image in the market. Its help to represent that company in the market, like what you are actual
provide in the market, who you are, your potions in the market and what are the your competitors
those are also manufacture the same products but different feature and different cost. Branding help
to promote goods and products in the market and its also help to increase sales of products, through
this content maximum customers are easy to buy and use product in the life for get proper
satisfaction and full fill needs and wants by using branded products. At this time all companies are
try to build a effective image in the market and also try to provide good quality of products to
customers. So, they can easy to build a image in market and also in customers mind. Customers are
also a way to promote their business and products because customers are transfer information to one
person to other person and viral feedback to all persons(Meshram, et.al 2014).
2.3Review the creative aspects of advertising.
Advertising is the best way to introduce a product and goods in the market. For advertising
and promotions should be use some creative ideas and innovative methods its help to make
advertising in effective manner. Advertising is help to build a image in the market and promoting
products. Creativity is the thinking and innovative ideas of a persons those are applying in the

promotions. Develop creative ideas to communicate to customers, ads of products and goods and
creative works. Creative ideas are should be applicable on products and according to company
environment. For creative advertising has some steps those are following:
Create: It means to bring something new and innovative idea through the persons to promoting and
advertising products and goods. All persons has innovative and thinking level are different, so get
all persons new ideas and apply the best and suitable idea on the advertising process.
Creation: After decide a new idea for advertising then has to be decide through this idea which on
product has to be manufacture and develop discussed by the advertising team after that decide
products features and quality(. Chan, C.W. and Perry, L., 2012).
Creative: That new idea should be apply properly and manufacture that type of product according
to thinking and imagination. So, in these steps e4asy to identify how to create a effective and new
innovative idea and how to apply in the actual way after the imagination.
2.4Examine ways of working with advertising agencies.
All companies are work hard to provide goods and products to services to their market and
to customers. Companies are get help by advertising agencies to advertise their products and goods
in the market and provide message to public about their products. McCann Erickson agency are
play an important role in promoting and advertising products and goods in the market and also give
proper information to them about their product features, specialization, cost, brand and all.
Companies should build a good and effective relationship with advertising agencies to promoting
products through the adverting(Tomar, R.S., 2014). They has to be focus on some effective and
important thing for advertising a product:
Be flexible: Company has to know where it is at this time or what is the position in the market,
should be flexible in the nature for accept the reality about company and about product feedback
those are collected by the customers. Companies should be maintain relationship between vendors,
competitors, sellers.
Technical: Advertising is the technical way to advertise and promoting a product in the different
different ways. There are many pictures, colours etc. all these are using with science and art
techniques to develop a effective advertise for a product.
Customers: All business are get success by the customers because they are use their products.
Customers are give proper feedback of products and services. Some advertising companies are
conduct survey in the market to collect actual data and information by customers, what trends are in
the market. After that advertising agency make advertise and ads according to demands.

Task 3
3.1Explain primary techniques of below-the-line promotion and how they are used in an integrated
promotional strategy for a business or product.
Below-the-line promotion involve various types of promotional techniques and methods
which achieve the objects and task to give proper products and services to customers in the directly
and indirectly way. There are include many different ways to interact and maintain connection to
their customers and their target markets(.Ho, H.F., 2015). There are various primary techniques of
below-the-line of promoting a products those follow:
Public relation: Public relations help to create a effective and efficient environment through
various public services and activities. Those are help to develop and build a effective relationship
with customers to satisfied them through the products and services provided by the company.
Direct marketing: Whenever purchase the product from the market then companies member to
collect information by the customers. In the directing marketing process targets customers without
using newspapers, television etc. to promoting and advertising a product. They are doing
promotional process by the direct services like catalogues, banners, pamphlets etc. provided in the
market and to the customers(Hirsh, J.B., Kang, S.K. and Bodenhausen, G.V., 2012).
Internet: Internet is the best way to promote any product and goods in the market its help to give
proper systematic information to customers about their products to customers. And also provide
various types of services by the online internet like online applications, online services and online
payments. So this is the help to promote products and goods in the easy way.
All these techniques are using by the maximum all companies for promoting and advertising
products for customers and also build a effective image in the market. Companies are try to give full
satisfaction to customers. Companies are using various types of promotional strategies like coupons,
free products, samples, sale on the products, new feature, change colours of the products promote in
the market and attract maximum customers to purchase their products. All companies are try to
adopt new and innovative ideas to promote their goods and products(Swierczak and et.al 2014).
3.2Evaluate other techniques used in below-the-line promotion.
Evaluation techniques of below-the-line promotions and find out the actual performance of
the these techniques are use full all demands of the company and also customers need and wants.
All these techniques help to promote McCann Erickson of products and goods in the effective
manner and help to build a image in the market front of customers and also help to differentiate
from the other products and goods. Evaluation process in collection of information by the customers

regarding their products and services. There are following other methods and techniques of below-
the-line:
Social media marketing: Social media marketing include various applications and channels to
promoting and advertising like Facebook, twitter, LinkedIn and google more on. On these sites
through easy to promote and advertise products.
Sales promotion: Sale promotion means promote sale of the company by using some techniques
and using new effective ideas and attract maximum customers to purchase their products and help
to build a effective image in the market(Hanna, L.M., Taggart, L. and Cousins, W., 2011).
Pamphlets and paper inserts: For promoting and advertising of products and services in the
market without using complicated techniques of promotions so all companies are also use the
pamphlets, vouchers, banners, cards and paper inserts about products and their company. All
companies are try use use new and innovative these things.
Task 4
4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional
strategy.
The process of the budget formulation define the management of the budget process. The
budget is the part of the financial institution. The budget process create and provide the
government. The part of the financial institution make the budget and preparing the balance sheet
and worksheet of the organisation and the company. Budget requirement may be define and present
the written information. The completed budget by the company manager in the organisation. The
budget formulation past year goals and objective. The budget for the many company adopted the
final data and budget of the organisation. The budget is identify the support of the government
service including the variety of the sources,product and service tax, provide the public safety. An
integrated promotional strategy define the demand and supply of the product. The act of promoting
the product and selling the product in a market place. It is the basic used to promote and advertising
the sales process by developing needs through market research, strategy development, sales
techniques including the sales promotion, advertising the product,publicity of the product,personal
selling etc. Business communications and business development. Marketing find and define the
target and important customer, satisfy the customer. The customer is the most important part for the
promotion strategy. Strategy refer to the plan of the business and complete the task for the time
period. The strategy is the part of making the group plan,organising the many things and creating
the time line. The strategy define the systematic work(Checkley, and et.al 2014).

4.2 Carry out the development of a promotional plan for a business or product the development of a
promotional plan for a business.
Product define the McCann Erickson's objectives and goals. They first of all define the what
is the objective of the promotional process. The company goal is increasing the profitability of the
product. The objective is defined clarify the purpose of the promotion program. The specific
objective defined the sale with the current customer in the marketing. The promotion plan
determine the distribution plan for the target customer. The target customer increasing the product
profitability. The promotion strategy develop the market strategy. To promotion of the small
businesses product and services provide the bank facility. The promotion of McCann Erickson's
product refer to the developing and the relationship with the demand and supply. The product and
service promotion may be use the lot of the production(Awika, J.M., Piironen, V. and Bean, S. eds.,
2011). The introduction of the promotion plan is fiend out the selling techniques step by the step.
The promotion of the product is creating the looks of the step. The promotion applied the picture of
the product clear the customer mind set. The promotion tool prepare the organisation and sales the
product brochure. This step provide the development of the organisation. The additional promotion
help including the free sample,catalogues,buy one get one etc. the additional help provide the
customer for increasing the sales. The promotion plan the monitoring system and provide the sale
strategy. Sales strategy defined the sales technique and increasing the profitability ratio. The growth
and the development define the product and service.
4.3Plan the integration of promotional techniques into the promotional strategy for a business or
product.
There are many techniques into the promotional strategy define the increasing level of the
sale. The promotion techniques are as follows-
Personal selling: Personal selling may be define the personal level of the sale. The personal sale
increasing the demand of the supply.
Advertising: Advertising is the most important part of the promotion. There are many sources of
the advertising including the television,mas media, newspaper etc.
Sales promotion: Sale promotion also the main factor of the product promotion. Sales promotion
provide the free sample,gift,buy one get one free offer etc.
Direct marketing: Direct marketing is the part of the sale promotion in the market. Direct
marketing is the part of the online marketing. This marketing attract the customer for buying the
product(.Corcoran, N. ed., 2013).
Publicity: Publicity is the part of the sale promotion .Publicity increasing the sale in the
organisation. Publicity of the product advertising the celebrity. The strategy of the product define

the product life cycle. There are three strategy of the sale promotion for increasing the sale level.
Push strategies: This strategies push the customer for the product. Push strategies design the
market of the product and reseller of the market. The product life cycle define the
introduction ,growth,maturity,and decline stage.
Pull strategies: The pull strategies define the demand and create the supply of the product. Pull
strategies including the techniques of the sale promotion including the online marketing,sales
display and internet marketing.
Hybrid strategies: This strategies defined the relationship between the pull strategies and push
strategies. This strategies is used in the same time promotion of the product and services.
4.4 Use appropriate techniques for measuring campaign effectiveness.
Determined the campaign effectiveness is most important part of the company to check out the
heading details. There are many techniques for measuring the headline of the company including
the profit, sales, persuasion, communication and attention. The profit may be define the net income
of the company. The profit of the organisation had to the promotion. Promotion is draw the
company characterise objective of the company. The techniques defined the campaign
effectiveness of the company. Sales is the most important part of the marker place for selling the
product and service. Sale refer to the many techniques for promoting the product and service. Sales
promotion clarify the marketing mix strategies. Persuasion may be define the sales technician to
effectiveness for the campaign to the customer providing the resources. Promotion also define the
sales techniques and check the new customer, new clients(World Health Organization, 2013). The
communication skill and knowledge also effect the target customer to purchasing the product and
the services. The good communication between the buyer and the supplier is very important part to
increasing the sales. Attention may be define related to the product. The information of the product
is very important part for attracting the customer for the product. The design of measurement, used
of audience measurement,evaluation of the measurement techniques is campaign the effectiveness.
Sales and analysis measurement define the advertising campaign are purchase, sales and resale of
the product.

Conclusion
As per this project report, advertising and promotion is the important way to promote a
product and good in the market. There are various types of techniques are used by the all
companies. McCann Erickson wants to set a effective image in the market and they are try to make
a brand image about their company. Brand of the company help to introduce company and brand
image through customers are easy to purchase and easy to does trust on the product. Below-the-line
promotional strategies are also help to promoting goods by the online services and various
techniques and increase productions of the McCann Erickson.

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