Kellogg's Advertising and Promotion: Communication, Regulation, ICT

This report provides an analysis of advertising and promotion strategies employed by Kellogg's. It begins by outlining the communication processes integral to advertising and promotion, emphasizing its role in brand marketing and consumer awareness. The report identifies key organizations within the advertising and promotions industry, such as the European Federation of Sales Promotion and the European Association of Communication Agencies, detailing their functions in enhancing Kellogg's reputation and promoting high standards. It assesses the regulatory landscape governing Kellogg's promotional activities, highlighting the roles of bodies like the Bar Standards Board and the Committee of Advertising Practice in ensuring quality and consistency. Furthermore, the report examines current trends in advertising and promotion, including multichannel marketing, online marketing, and the use of QR codes, and discusses the impact of information and communication technology (ICT) on Kellogg's advertising and promotional efforts. The report concludes by referencing various books and journals to support its analysis and findings.

Advertising and Promotion

Introduction
Advertising and promotion is the two essential aspects which is
adopted by the companies in order to cater the large number
of people for the purpose to make the offering of different
product and services

TASK 1

A) Stating the communication process which is applied to
advertising and promotion
Communication is the most important process that is carried out
within various organizations in order to make other people
aware about different products and services offered by them.
For the advertising and promotion, communication is an essential
aspect which is associated with it. It is an important part for the
particular brand which helps in marketing of products and
services to the millions of consumers.
In the present era, business units are becoming very competitive and
adopt different types of tactics to advertise and promote the
product with the use of different modes of communication such
as internet, television, etc.

B) Organizations of the advertising and promotions industry
There are different organizations which are responsible for the advertising
and promotion activities of Kellogg's:
European Federation of Sales Promotion: It is the organization which
works across Europe to meet, exchange the ideas to enhance the
reputation of Kellogg's and promoted the high standard sales of the
product that is advertised in to the market place.
European Association of Communication agencies: It is an agency that
promotes and contributes in the advertisement of product in a free
market economy. It works to encourage cooperation between different
agencies and other bodies in order to advertise and promote the product.

C) Assessing how the promotion is regulated
Advertising and promotion is regulated in an effective form through
combining different practises and policies that are adopted to regulate the
entire operations which are related to the promotion of Kellog's. It is
regulated by the following bodies:
Bar Standards Board: It is the body which regulates the functioning of
promotional activities. It ensures the quality and reliability of product as
well as advertises and promotes the product in a consistent form.
Committee of advertising practice: It is a self-regulatory body that creates
various broadcast and non-broadcast advertising codes that are
administered by the Advertising Standard Authority. Committee of
advertising practice revises the codes and helps ASA to enforce them.

D) Examining the current trends in advertising and promotion and
impact of ICT
Advertising and promotion are the paid activities that are carried out by Kellog's to gain the attention of
consumers towards the products and services which they are offering.
There are some current trends in advertising and promotion that are discussed below:
Multichannel Marketing: Kellogg's, makes the use of multichannel marketing for the purpose to promote its
product in front of different groups of people.
Online Marketing: Nowadays, people make use of internet to fetch the information related to different
products and services which are being offered to them. Kellog's makes use of this to advertise and
promote its products.
QR codes: It is a recent trend that is adopted by Kellogg's. Through using this, customer is able to scan the
information about the products and services of company. With the use of smart phone, consumer is able
to evaluate entire information about the product.
Impact of information and communication technology on the organization is that different devices are being
used to advertise and promote the product as well as communicate with the large customer groups.

References
Books and Journals
Churchill, G.A. and et.al., 2000. Sales force management. Boston, MA: Irwin/McGraw-Hill.
Frank, J., 2011. Advertising. Pearson Education India.
Green, D. R., 2012. Creating Powerful Brands (4th ed.). Journal of Product & Brand Management. 21(5),
pp.379 – 380
Griffin, P. C., 2002. Strategic planning for the internal marketing and communication of facilities
management. Journal of Facilities Management. 1(3). pp.237 – 246.
Guffey, M.E. and Loewy, D., 2012. Essentials of Business Communication. 9th ed. Cengage Learning.
Gurau, C., 2008. Integrated online marketing communication: implementation and management. Journal of
Communication Management. 12(2). pp.169 – 184.
Hackley, C., 2003. From consumer insight to advertising strategy: the account planner’s integrative role in
creative advertising development. Marketing Intelligence & Planning. 21(7). pp.446 – 452.
Online
McFarlin, K., 2009. Examples of Below-the-Line Advertising. [Online]. Available through:
<http://smallbusiness.chron.com/examples-belowtheline-advertising-10099.html>. [Accessed on 10th
March 2016].