Business Advertising and Promotion: Strategies and Analysis Report

This report delves into the critical aspects of advertising, promotion, and marketing communications within a business context, using Marks and Spencer as a case study. It begins by outlining the communication process applied to advertising and promotion, emphasizing the roles of sender, receiver, response, feedback, and noise. The report then explores the organization of the advertising and promotion industry, particularly within the UK, and discusses the role of advertising agencies. It also examines the regulations governing promotion, including the roles of the Committee of Advertising Practice and the Advertising Standards Authority. Current trends in advertising and promotion, such as video advertising, online advertising, and mobile marketing, are analyzed, alongside the impact of Information and Communication Technology (ICT). The report also covers the integration of advertising within a promotional strategy, the use of branding, and the techniques of below-the-line promotion. It then details the process of formulating a promotional budget, developing a promotional plan, and creating an integrated plan with promotional activities. Finally, it discusses techniques for measuring campaign effectiveness.

Effective use of advertising,
promotion and marketing
communications in Business

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Process of communication that is applied to advertising and promotion..............................3
1.2 Organization of the advertising as well as promotion industry.............................................4
1.3 How promotion is regulated...................................................................................................5
1.4 Current trends in advertising and promotion including the impact of ICT............................6
2.3 Creative aspects of advertising .............................................................................................6
2.4 Ways of working with advertising agencies..........................................................................7
TASK 2............................................................................................................................................9
2.1 Role of advertisement in integrated promotional strategy.....................................................9
2.2 Explains branding and show how it is used to make strengthen the chosen business ..........9
3.1 Primary techniques of below-the-line promotion and how it is used for integrated
promotional strategy..................................................................................................................10
3.2 Other techniques of below-the-line......................................................................................11
4.1 Process to formulate budget plan for promotional strategy.................................................12
4.2 Development plan of promotion of the organisation...........................................................12
4.3 Integrated plan with promotional activities.........................................................................13
4.4 Appropriate techniques for measure campaign effectiveness..............................................14
M1..............................................................................................................................................14
M2..............................................................................................................................................15
M3..............................................................................................................................................15
D1...............................................................................................................................................15
D2 ..............................................................................................................................................15
D3 ..............................................................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
In the current era of globalization, it is essential for each and every businesses to adopt
effective promotional strategies so that products or services of firm could influence potential
buyers. Marketing manager of business aims to adopt effective advertising and promotional
strategies which results in focusing upon raising market share and profitability aspect of firm.
Business needs to identify the needs of consumers and then implement appropriate decision
making process in order to raise the performance of firm in market (Singh, 2015). Also, two way
communication is being adopted by firm which results in developing effective communication
among buyers and sellers. With the help of using effective promotional strategy, organization
provides message and brand image directly to the consumers so that they get attracted towards
the firm. However, the advertising and promotional industry is very wide in UK and each and
every businesses uses the help of advertising agency in terms of carrying out marketing of
products or services among target consumers (Ismail and Melewar, 2014).
Present report discussed about Marks and Spencer which is a British multinational
retailer sells clothing, luxury food products and home products to consumers. Business uses
effective advertising and promotional strategy such as social media channels in order to
influence potential consumers and thus raises the performance of firm as compared to other retail
businesses.
TASK 1
1.1 Process of communication that is applied to advertising and promotion
The term communication is regarded as the procedure that is two way which assist the
sender towards sending the message to the receiver and therefore attain feedback or response.
Therefore in the advertising as well as promotion it is important for the firm to maker utilization
of effective channel of communication so that target market can be attracted. Marks and Spencer
makes use of suitable communication channel in relation promotion of its apparel segment.
Further suitable channel would assist in raising sales and profitability (Green and Peloza, 2014).
On the other hand major aim of conducting the procedure of communication act as an aid in
making delivery of message to receiver and therefore offers feedback in relation to addressing

the problems. The process of communication that assist in application of advertising and
promotion in the cited business is enumerated in manner as below:
 Sender: Marks and Spencer is involved in sending the message to its target market
through utilization of suitable advertising as well as channel of promotion. It act as an aid
in encoding the message in the form of tag line and therefore promotes the apparel
segment within the market (Ford, MacKintosh and Hastings, 2016). Here, sender sends
the message in the form of communicating with each other and thus carry out advertising
and promotion so that information could be delivered to individuals.
 Receiver: Also, receiver influences through advertising and promotion at the time when
they get attracted towards products or services. It is regarded as another procedure that
facilitates in conducting channel of communication and attains the message of customers
by means of varied channels that includes Facebook, websites etc. Under this the role of
customers is towards decoding the message and thus makes use of the information so that
it can be informed with greater ease.
 Response: It is considered as another channel in the procedure that assist in attaining the
responses of the customers as the offered product meets their expectations or not (Green
and Peloza, 2014). Through viewing the advertising and promotion it helps individuals to
respond towards the products or services so that sales could be enhanced.
 Feedback: In the channel of communication, feedback is regarded as one of the most
suitable channel as it assist the organization in getting the feedback in relation with
launch of new product. Therefore Marks and Spencer makes use of feedback from
customers and therefore lay emphasis on the same so that enhancement can be made
within the product in order to make delivery of quality product to the customers within
the market (Parsons and Ballantine, 2006). Advertising and promotion results in gaining
feedback that helps businesses to improve their product or services in order to attract
clients.
 Noise: It is regarded as the final stage. Thus it reflects that as the noise occurs because of
unplanned actions conducted out by some customers. Therefore devalues the products
offered by competitors. Advertising and promotion sometimes creates noise and thus it
affects consumers as they are influenced towards rivals.

1.2 Organization of the advertising as well as promotion industry
Advertising and promotion industry is being organised in regard to identify the way
through which business could use one or other form of communication in order to influence
customers towards firm. Such industry also helps in attracting clients and thus carry out
attractive promotion to enhance sales of firm. Within UK the advertising industry is very wide
and thus it assesses that business organises effective advertising and promotion techniques so
that product could be promoted.
Advertising as well as promotion is considered as wider industry. Therefore it engage
several centralize system that is comprised of several creative and innovative individual for the
sake of promoting the organization within the market. It needs such individual who are engaged
in making distribution of agency and therefore makes promotion and distribution of ptroducts
and services of various firm to affect the target market. For example, company recruit advertising
agency in order to promote the products of several businesses within the area of fashion,
technology etc. Therefore Marks and Spencer hires agency that assist it in making promotion of
its apparel segment (Mullin, 2010). They make adoption of suitable ways of promoting as well as
distributing in order make distribution with greater ease.
The major aim behind hiring of the agency is towards creation of the unique brand image
of the firm that contacts business towards making their product famous. Firm makes utilization
of several manner of promotion like organization of international events and therefore launching
the products over the big platform. Therefore Marks and Spencer make preparation of budget for
the sake of advertisement that assist in making satisfaction of the requirement of the target
market. Advertising and promotion industry is considered wider and therefore it has the aim of
spreading the information and knowledge to the customers in relation to the products and service
(O'Guinn and et. al., 2014). Marks and Spencer includes several creative individual in the team
and therefore it spreads the message in relation with the apparel segment for kids. It is significant
for the organization to includes such advertising agency as it has suitable knowledge of the
market and develops promotion campaigns that assist in communication of the information to the
target market.
1.3 How promotion is regulated
It has been assessed that promotion has been regulated in UK through protecting their
interests and rights that compels businesses in regard to use fair trading regulations. With the

help of this consumers obtain true and fair information regarding quality and usage of products
or services. However, promoting products and services it helps firm to regulate and control the
use of media so that it does not lead to provide misleading information to clients. Hence, it is
essential that effective regulations need to be addressed that helps in regulating the promotion of
products by firm so that appropriate information is being provided to clients. Advertising and
promotion activities are being regulated by different regulatory authorities so that it does not
impact the operations of firm in market. M&S advertisements are also regulated under such
legislation so that it does not impact any individual, business etc. Carrying out regulation on
promotional activities depends upon the level of risk and the factors that impacts the business
operations in market. Business need to follow advertising and promotion regulation so that
consumers interest could be protected as well as competitors could also be safeguarded (Galati,
Crescimanno and Tinervia, 2014). M&S undertakes promotion regulation so that it helps them to
identify the market conditions and then produce advertising campaign so that sales and
profitability could be raised. Moreover, regulatory authorities undertake certain acts such as
Consumer Rights Act, Advertising Standards Authority Act etc. which regulates the promotional
campaign so that business functions could be carried out. Below discussed are the regulation that
impacts upon advertising and promotion within firm- Committee of advertising practice- Within such regulation it regulates promotion in
relation to broadcast the message to consumers. Therefore, it is essential for M&S to
undertake such regulation so that it does not impact upon the promotion of firm to other
rivals and consumers (Winston and Granat, 2014).
 Advertising Standards Authority (ASA)- Moreover, promotion is regulated in terms of
carrying out advertising standards authority and thus UK government authorities
regulates such act in order to maintain standards so that it does not impact upon the
business functions (Green and Peloza, 2014). Also, it helps in regulating the complaints
of customers regarding the promotion of products or services of M&S and thus safeguard
customers from misleading information.
1.4 Current trends in advertising and promotion including the impact of ICT
Following are the different current trends in advertising and promotion such as-
 Video advertising- Such type of changes are introduced by the marketers of M&S in
order to influence customers towards firm. However, mobile advertising has been

flourished at high speed and thus it brings effective change in advertising and promotion
of firm.
 Online advertising- It is another trend within advertising and promotion industry that
helps firm to produce online advertising and thus create websites that promotes products
or services online. It is the best way through which marketers uses effective strategy so
that consumers could be attracted towards firm.
 Mobile marketing- It is also recent trend in advertising and promotion so that business
uses mobile marketing technology as each and every consumer uses smartphones and
thus provide them information directly upon their handset.
Further, the impact of ICT is also being assessed and identify that promotional activities
are being done in regard to assist consumers and protect them from buying products through
social media. ICT also impacts upon internet and different channels of communication in regard
to provide security of payments and other delivery terms so that M&S uses online and mobile
advertising so that sales could be enhanced.
In the current era of digitalization, businesses are using effective advertising and
promotion in order to promote products or services in market. However, the current trends in
advertising and promotion are rapidly increasing due to raising the number of buyers.
Technology also plays a crucial role in promoting products and thus businesses uses effective
Information and Communication technology in regard to enhance the advertisement and
promotion of products. M&S adopts innovative technology i.e. ICT and thus it impacts upon
business performance in terms of raising market share in apparel segment (Ford, MacKintosh
and Hastings, 2016). Business is focusing upon introducing innovative technology and thus ICT
impacts upon its performance in terms of raising the sales and market share. As per the current
trends, each and every businesses are focusing upon using innovative technology in order to
promote their goods in market and expand its business in international market.
Furthermore, another current trend in advertising and promotion is using social media
websites as they are mostly used by every consumers and thus, it helps in influencing them
towards firm. Hence, it helps in improving the market share so that set targets could be attained.
Also, M&S undertakes the help of varied e-commerce websites in order to sell their products and
thus reach wide customer base. Presently business uses varied digital channels i.e. Facebook,
Yahoo etc. for promotion and thus raises its market share in terms of informing consumers about

their products or services (Akbari, 2015). ICT is the best way through which business could raise
its performance and thus influence target customers towards business and launch their product or
services and improves brand image in market.
2.3 Creative aspects of advertising
It is essential for businesses to undertake creative aspects of advertising in relation raise
the promotion and advertising business of firm. These are as follows- Improving communication- M&S uses such creative aspects that help in raising
communication in order to enhance customer satisfaction. Further, using such creative
aspects it results in informing consumers about the products or services provided by
business so that it can enhance business performance in market (Tomše and Snoj, 2014). Creative brief- Here, advertising agency integrates with M&S in order to prepare creative
brief so that they can influence shareholders towards firm and enhance investment.
Preparing creative brief is essential for business that helps in informing consumers about
the innovation and creativity of business as compared to rivals (McAllister and West,
2013). Online media- Furthermore, it is an effective creative aspect used by M&S in terms of
promoting its products or services through different online platforms i.e. Facebook,
YouTube, Google etc. Thus, it helps in creating and effective advertising campaign so
that business aims to influence customers towards firm (Rasool, Rafique and Hannan,
2012). Advertisement copy- Such creative aspect is most used by business in terms of attracting
customers. However, preparing advertisement copy results in attracting customers
towards firm through showing ads upon television, YouTube, and thus influencing target
market to enhance the sales (Schudson, 2013).
 Brand strategy- Here, M&S prepares brand strategy which results in influencing
consumers towards firm and thus prepares effective brand strategy so that large number
of consumers could be attracted towards them (Gholami, Roushanghias and
Karimiankakolaki, 2016).
2.4 Ways of working with advertising agencies
It is essential for business to identify the different ways of working with advertising
agencies and also assess the relationship with the advertiser-

 Setting obvious goals- It is essential for advertising to be very obvious within advertising
agency and also organization if business is not able to use the goals the advertisement are
likely to meet they are not able to get them organized using full potential. Also, it is
essential for businesses to develop effective relationship with advertiser and thus attain
desired targets.
 Staying in contact- It is another method through which business could work with
advertising agencies and thus develop relationship so that they both could stay in contact
with each other. It also helps in maintaining effective relationship and thus develop ads
and promotion to meet the needs of organization.
There are different ways through which businesses can develop their working with advertising
agencies which are described underneath- Merger- Such method is considered as effective and businesses such as M&S uses
merger with different advertising agencies in order to bring attractive advertisement in
regard to enhance their sales and profitability of firm in market (Kotler, 2011). Thus, for
this firm needs to enter into a contract with advertising agencies and prepares appropriate
promotional plan so that they can launch their products and services to target customers.
It helps them to create attractive advertisement by working with different advertising
agencies as they appoint experts in relation to make effective sales and profits in market. Partnership- Further, it is another strategy through which businesses works in order to
enhance their profit and market share. Through creating partnership with advertising
agencies, M&S undergoes a contract to execute the promotion and advertising of
products in order to achieve desired success (Madsen and Pedersen, 2014). It is one of the
effective way of working with advertising agency because, companies enter into the
contract for both short and long time period in relation to make effective adverting
strategies and use celebrity endorsement so that brand image of firm could be enhanced
in market.
 Acquisition- Moreover, it is another way of working with advertising agency and thus
M&S focuses upon acquiring the advertising agencies itself in order to work for them for
long term. Thus, it helps businesses to make effective planning in favor of business
productivity so that business could be expanded in international market (McDonald,
2007).

TASK 2
2.1 Role of advertisement in integrated promotional strategy
Advertisement plays a vital role in integrated promotional strategy which can be seen as
follows:
 Advertisement determines fashion ability for a particular product towards the consumer.
 It shows strength area of a particular product towards the market so that customers could
be attracted at workplace.
 Advertisement also boost credibility for a particular element which assist to attract
customers.
 It is useful element that assist to outdoors promotions in effective manner.
 With the help of advertisement, customers are believes that items can easily search
whenever is needed.
Advertisement plays very important role to make successful operations and outcomes at
workplace. In this aspect, every enterprise can make their successful targets and goals to achieve
high market share and profits at workplace. It also assists to promote goods and services which
require promote organisation products and services (Tsitsi Chikandiwa, Contogiannis and
Jembere, 2013). In addition to this, the company possess different types of marketing activities
through business will achieve global brand of M&S. In order to focus on traditional
advertisement, the company can use ratio, television and banner, etc. They can also organise
events which assist to develop results and performance for managing business outcomes and
performances. Online promotion is development of the enterprise, which assist to grow
profitability and effective results at workplace (Roux and Van der Waldt, 2016).
In addition to this, local promotion assist to get retailer within the business environment
for development of the company. Integrated promotional activities assist to get positive results
and performance to promote products and services of the company. This is because, it includes
advertisement through social media, electronic commerce and word of mouth. Thus, business
will attract more customer and towards the business operations. In respect to meet with customer
requirement, the company can ascertain results and performances at high level (Hassan, Nadzim
and Shiratuddin, 2015). As results, M&S can includes different activities to make promotion
within the business environment. Further, achievement of marketing objectives determines

variety of integrated strategies and promotional activities. It demonstrates in marketing mix
element of the business through the company can focus on 4 ps of the company.
In this way, the company can produce effective results and performance to communicate
message with customer. It demonstrates features and positive outcomes at workplace for
development of the company and its operations. Thus, the chosen firm will get their targets and
goals which ascertain through making results and performances at high level (Sridhar, Germann
and Grewal, 2016).
2.2 Explains branding and show how it is used to make strengthen the chosen business
Branding is very useful element which assist to determine effective features of products
through title, sign, symbol and combination of these all elements. It can be classified in services
of merchant in retailer aspect to make distinguish between services of other competitors.
Branding has been used in following aspects:
 It is used in carry confirming organisation credibility that improves belief of customers
towards the organisation.
 It delivers clear content that provides relevant results in products and services.
 It is helpful to connect targets of the business that major maintains targets prospects
which could be used by customers.
 In addition to this, branding is also useful to motivate consumer for purchasing particular
products and services within M&S.
Branding is also essential element of the company which demonstrate core value within
the organisation. In this aspect, M&S need to concentrate on trust and loyalty towards their
customer. As results, they can promote their strength which make goodwill of the enterprise.
Productivity of the business and its operations also enhance with increasing brand value. Thus,
the chosen enterprise has responsibility to attracts potential customer towards the company and
its operations. Further, branding can also enhance through taking ideas and opinion from
customer towards the outcomes and performance of the enterprise (Sridhar, Germann and
Grewal, 2016). This is because, when the business assess their customer and their requirement,
they can easily promote to their business services and results at workplace. In this way, they can
enhance their outcomes and performance according to customer requirement and needs so that it
is beneficial to demonstrate various benefits.

In addition to this, branding also encourage build trust and goodwill of the company
which make effective results and performance at workplace. In this way, M&S can work on the
operations which require perform effectively at workplace. It will assist to make positive results
and performance which acquire for development (Tsitsi Chikandiwa, Contogiannis and Jembere,
2013). When the company focus on their development, they can easily determine effective
operations through symbol, sign and logo. Thus, it also attracts to the customer towards the
company. As results, they will easily make effective results and performances at workplace. It
increases brand value of the enterprise through consider competition at workplace. It also creates
opportunity to make effective results and performance for creating positive results. Strong brand
is also important to recognition and maintain trust which can support to brand value of the
enterprise. It builds financial of the chosen firm for development (Roux and Van der Waldt,
2016).
3.1 Primary techniques of below-the-line promotion and how it is used for integrated
promotional strategy
Below the line can be demonstrate as the type of promotional techniques which assist to
create positive results and outcomes at workplace. In addition to this, it is also demonstrated
promotion within M&S for considering effective results. In this way, the company can use
different types of promotional techniques such as newspapers, radio and television, etc. In this
context, there are also different types of strategies which can be follow by the chosen enterprise
which below-the-line (Hassan, Nadzim and Shiratuddin, 2015). They are as follows:
Coupons
In this strategy, the cited firm provides their customer discount offers which attracts to
them to ascertain effective results and outcomes. It generally used to attract regular customer
because they are purchasing continuously from the business. As results, M&S will easily get
high profits and revenue at workplace through attracting them.
Door to door selling
In this way, the chosen company can make personal contact and interaction with people
for development of the organisation (Tsitsi Chikandiwa, Contogiannis and Jembere, 2013). This
is because, M&S make direct interaction with their customer at door to door marketing. Further,
customer can clarifies their queries with asking such question from the person who sell the
products. In this way, all doubts can be clear at workplace which are related to products and