INTRODUCTION TO ADVERTISING AND PROMOTION
Advertisement is said to be a mass media content intending towards persuading audiences of readers, listeners and viewers. This action is taken in regard to the organization products, services and ideas. The main objective behind advertising a product is to drive consumer behavior. It can also be defined as one way communication with a main aim of informing business potential buyers (Baltas, 2003). However, promotion in this regard is stated to be detailing of information regarding the product, product line, brand and company. This involve many key elements with respect to marketing mix. Even entails information concerning product and services of business.
In the present report discussion has been made for communication process carried out in industry and organization through advertisement and promotion. Study is also going to access regulation of promotion and role of advertising for Subway fast food business. Report will also be discussing about the primary techniques of below-the line promotion and plan for budget for promotional strategy of Cosmetic Company. Study will also be formulating the promotional plan for a new cricket car. Finally, the report will be developing the promotional strategy for chocolate bar.
1.1 Communication process that applies to advertising and promotion
Presently, the scenario of organization are changing with respect to their advertising and promotion of their product, services and brand name. These aspects have become important for very organisation as they need to attract larger customers for the product and services. Advertising and promotion activities carried out by organisation helps in capturing the mind of their buyers (Dimitrova and Rosenbloom, 2011). This increases the overall sales and customer volume of organisation. For this purpose advertising agencies carries out a communication process that helps organisation in performing their activities more effectively. The steps that need to be followed for proper communication process are:
There are different sources of channels that can be used by companies in order to communicate them regarding their product and services. It is a process undertaken to deliver right information regarding product to the customers (Shandar, Bart, Urban and Sultan, 2005). There are various sources that are adopted by advertising agency for carrying out the promotional activities such as print media, direct selling, social media, events and campaign etc. These sources helps business to deliver the information in an appropriate manner to the targeted groups. Many organisation also endorse celebrity and idol personality for increasing their sale.
In order to captures the mind of customer regarding the product and services offered by business, it is important for agencies in developing impressive messages and slogans. This help organisation in influencing the overall buying behavior of customer. In communication process this step of formulating a message is said to be encoding.
It is the most important part that advertising agencies need to considered for carrying out a communication process (Shane and Delmar, 2004). In this respect agencies of advertising identifies the exact need of client, so that they are able to develop the message as per their requirements for products and services.
It is one of the step that agencies need to consider as per the clients targeted customer groups. Receiver are those individual persons for whom the product and services has been developed (Kaser and Oelkers, 2007). For the process of communication it is very important to define the receiver.
Once the advertisement is promoted in the market, it depends upon the buyer that to what extent they are influenced with respect to their buying behavior, after communication of message through different channels.
In order to measure the success of advertisement and promotion, advertising agencies collects information from different sources (McDonald, 2007). This helps them to develop better communication messages for their future operations.
1.2 Organization of the advertising and promotions industry
Advertising and promotion industry carries out their functioning based upon a fix structure that they have formulated for delivering effective services to their clients as per their requirements. The structure followed for developing plan and promoting activities by advertising agencies can be:
Account services- Advertising agency carries out their functioning based on the account services that they need to plan as per the cost of developing an advertisement (McDonald, 2007). Agencies providing the services to clients note down all the requirements and prepares advertisement on the basis of proposed budget.
Creative services- Once the budgets are finalized by the advertising agency, there is formation of various activities relating to advertising and promotion. In this regard agency analyze the position of the organization, present market conditions and trends that helps in influencing the buying behavior of individual customer.
Media planning- It is that part of the advertising agency that helps in finalizing media through which clients products and services will be advertised for delivering information to targeted customer (Shane and Delmar, 2004). Entire media planning of the advertising agency depends upon targeted groups and clients budget.
Research and account planning- It is important to carry out carry out market research for identifying different factors that influences buying behavior and also helps in fulfilling the requirements of clients.
1.3 Assess how promotion is regulated
In order to design and implement the advertising and promotion activities, advertising agencies need to follow various rules and regulations.
Federal regulations- It is the council that builds some rule and regulations that advertising agencies need to follow for evaluating the values and beliefs of society. The policies framed by the federal regulations need to be followed by all advertising agencies (Lamb, Hair and McDaniel, 2008). It has been formulated in order to avoid the issues that are pertaining to sexual, unfair, racial marketing of product and services. It is the council who have full rights for banning the advertisement that are harmful for the society.
Regulations by agencies- There are some policies of advertising agencies to which they advertising agency needs to adhere while preparing advertisement for their clients (Baltas, 2003). In this aspect advertisement and promotional activities are carried out following all the ethical and legal approaches.
1.4 Current trends in advertising and promotion including the impact of ICT
Mobile marketing- In the present scenario it has been observed that advertising of product and services is taking a new dimension through mobile advertising. It is one of the method that helps organization to have direct interactions with their potential customers (Pickett-Baker and Ozaki, 2008). In the respect all information regarding the product is floated in a creative and attractive message.
Social marketing- It has become one of the important tool that organization can use for promoting their product and services. In today’s highly connected market through internet has made possible connectivity easy throughout the world (Miles, 2013). Social media advertising has helped the company to influence their buyers in a more appropriate manner through creative advertisement and messages.
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ASSESSMENT TASK 2
Role of advertising for integrated promotional strategy in fast food business
Advertising and promotion are important part of marketing and influencing people about product and services that offered by Burger King (Hultén, 2011). Management of organization is regularly promoting its food product by creative ads and activity that influencing customer to buy product and services of Burger king. Advertising is play following role to integrate promotional strategy and achieve objectives.
Communication: The key function of advertising are inform, persuade and remind people about product and services organization is offering in market. By using advertising Burger King promote its new and existing food products for targeting customers. Through advertising company provide the information regarding price, place and products that helps customer to approach and avail services (Kotler, 2011). Burger King is influencing customer decision by impressive and innovative advertising.
Branding and positioning: Another role of advertising is improving brand name of organization. Company use creative and innovative ads to influences customer decision. In addition to that management of company plan event and sponsor sports and other social activity which influence brand image. Advertising also play crucial role in positioning of product and services (McDonald, 2007). Through advertising Burger King targeting customer groups and positioning food product which supporting its promotional strategy and helping to achieve objectives.
Sales improvement: Advertising is using by organization to increase customer volume and sales. Through creative and attractive advertising management of Burger King Influence buyers to avail food product of company that directly impact on sales figures of Burger King.
What is Branding and its use for strengthen business
Branding is the process using image to identify a company or its products that separates organization from competitors and help to get competitive advantage. Purpose of branding is to improve the trust among targeted customer groups and influence the image of company for increasing sales (Neves, 2007). Management of burger King is using brand image for promoting the food products in new and existing markets. Branding of product include the logo, ingredients, packaging and delivery of food products and services. These elements of product design and development help organization to influence decision of customers and increase customer volume. Advertising agencies use brand image of company in creation of ads and promotional activity for better pitching of customer.
Brand value of organization help to promote product and service in simple manner as customer knows the image of company and trust the quality. Branding provides strength the business and market image of Burger King as customer influences by just name of company. In advertising and promos organization use the brand image and inform customers about the quality and servicers which appreciated by people (Pickett-Baker and Ozaki, 2008). Management of Burger King can use brand name develop promotional strategy and activity for marketing food product and services in desired market segment. This will help to increase sales and customer volume.
Creative aspects of marketing for Burger King
Burger King has developed many ads that get success in market and liked by customer. Management of organization is always trying to do something different that catch the attention of customer and persuade for buying fast food products from their stores. In the ads organization provides the information about new offers and schemes by which customer gets highly influence and prefer the services of Burger King. Creative aspects of marketing help organization by developing hype and better positioning. Through creative and attractive advertising management of Burger King Influence buyers to avail food product of company that directly impact on sales figures of Burger King. Creative advertising also play crucial role in positioning of product and services (Pickett-Baker and Ozaki, 2008). Through advertising Burger King targeting customer groups and positioning food product which supporting its promotional strategy and helping to achieve objectives.
These activities help Burger King to get the competitive advantage and accomplish objective of promotional planning (Miles, 2013). For developing creative ads management of Burger King conduct market research and surveys for understanding the trends of marketing and factors the influencing the decision of buyers. By analyzing the facts and issues management consult advertising agency to develop ads that persuade ustomers and improve the sales.
Ways of working with advertising company
Advertising and promotion activities carried out by organization helps in capturing the mind of their buyers. This increases the overall sales and customer volume of organization. For this purpose advertising agencies carries out a flexible process that helps organization in performing their activities more effectively. The steps that need to be followed for developing creative ads and accomplish requirements of clients:
Source: There are different sources of channels that can be used by companies in order to communicate them regarding their product and services. It is a process undertaken to deliver right information regarding product to the customers (Ryan and Jones, 2012). There are various sources that are adopted by advertising agency for carrying out the promotional activities such as print media, direct selling, social media, events and campaign etc. These sources help business to deliver the information in an appropriate manner to the targeted groups. Many organizations also endorse celebrity and idol personality for increasing their sale.
Message: This is important function of advertising agency in which developing team creates a simple and creative message that can be understood of targeted customer groups. For that marketing team perform market research for evaluating current marketing trends, perception and values of society (Varey, 2002). After analyzing all the facts about market developing team prepare message which include appeal, key information about product and punch line that make difference in product and services of client as well as support to achieve objective through advertising.
Media planning: This is another key function of advertising agency which determines the medium for communicating message. In resent time there many tools and techniques are available that can b e use by advertising agency. In spite of that agency choose media according to budget of client and targeted customer groups. Through media advertising agency communicate information that helps to influence business of client (Walker, Sartore And Taylor, 2009). There are various sources that are adopted by advertising agency for carrying out the promotional activities such as print media, direct selling, social media, events and campaign etc.
Feedback: After making ads and floating it into market, advertising agency collect feedback through the online and direct interacting with customers. By doing this agency evaluate the impact of ads and responses of customer. This help clients and advertising to manage changes and mark improvement in areas where organization fail to get positive feedback (Wind and Mahajan, 2002). By analyzing the feedbacks advertising agency calculate the success of advertising activity.
ASSESSMENT TASK 3
Primary techniques for below-the-line promotion of cosmetic products
There are many techniques available in below-the-line promotional category that can help Cosmetic Company to promote its product in targeted market segments. As a manager of Cosmetic Company I would choose following below-the-line techniques that will aid organization to achieve objective and create place in market for developing business.
Promotional pricing: In order to influence the business and create awareness in market in initial period, management of organization can use the promotional pricing strategy. By using this strategy Cosmetic Company can promote products at low price to attract customers (Griffin, 2002). This is one of the most powerful sales promotion technique for short period of time. By using this techniques organization can influence the decision of target customer group and increase the level of sales. If customer satisfied with the quality of cosmetic product than it will be benedictional for organization. Promotional pricing techniques help organization to increase customer base and promote product.
Campaigning: This is another technique that could be beneficial for Cosmetic organization to market its product and services. By using this techniques organization can promote cosmetic product in local areas more effectively. In campaign management can give free demo of use and benefits of product which will attract customer to buy product (Danaher and Rossiter, 2011). By campaign company can promote the product more effective and efficient manner as it requires less funds.
Other techniques for below-the-line promotion
For the promotion of cosmetic products, management of Cosmetic Company can use the following technique too. These techniques are support organization plan to achieve the objectives and expand market size and share.
Direct marketing: This is most used and trusted technique in below-the-line promotion. Cosmetic company can adopt this for promoting its product in effective manner and according to need of customer. Through direct marketing company can give demo to selected customer groups, explain benefits of products and offer value added schemes for individual for promotion (Pinto, 2010). This technique will also support in building trust in market and through word of mouth advertising number of customer will automatically increased. In addition to that management can perform cold calling and door-to-door selling which promote the product and gives the relevant information to customers.
Endorsement: In below-the-line promotional techniques, endorsement of celebrity can also be used by Cosmetic Company for promoting product and influences brand name of organization. In that organization can approach to famous celebrity or social personality to endorse its cosmetic products which will help to create awareness about company as well as product (Lasswell’s model. 2010). Endorsement by celebrity will influence the decision of buyer and persuade them to try the product of Cosmetic Company.
ASSESSMENT TASK 4
Process of formulating budget
For the development of budget plan management of company can discuss with advertising agency which will help to set budget for promotional activities. For the budget plan organization can analysis the investment of past advertisings activities and camper with current situations. By analysis organization can calculate budget in easy process for promoting product and services. In addition to that for planning of budget includes areas of promotion, media which used for communicating message and standard of targeted customer groups.
There are various sources that are adopted by advertising agency for carrying out the promotional activities such as print media, direct selling, social media, events and campaign etc. which influences the budget planning. These facts evaluate and analyze by organization and advertising agency to determine approx budget (Kotler, 2011). In this process input of employees, economy condition of organization and quality of product and services consider by the marketing team. This process of setting budget will help organization to set the budget for promotional activity to achieve the objectives.
Implementation of budget plan
To implement the budget plan role of manager and marketing team is very crucial as they have the power to make changes in promotional activity and budget. It is responsibly of manager to monitor the expenses and control. For the implementation of budget plan manager will allocate task and responsibility to departments and individuals to work according to budget (Danaher and Rossiter, 2011). This process will help organization to utilize the resources up to the optimum level and perform all the activity according to proposed plan of management. Top management will co-ordinate with the advertising agency to work according to budget plan and set the advertising activity in proposed manner that help organization to meet the objectives.
Promotional plan for new brand car “Cricket”.
Brand new car “Cricket” is going to introduce by car manufacturing organization. For the promotion of car many methods are available which will help company to create awareness and catch the attention of customer. In the promotional plan organization can include the following promotional techniques to provide information and market new car.
Endorsement: Organization can use this promotional technique for promoting new car “Cricket”. By endorsement of celebrity car manufacturing company can create awareness and influence decision of customers. This could be better technique for promoting product and influences brand name of organization. In that organization can approach to famous celebrity or social personality to endorse its car which will help to create awareness about company as well as product (Barrett, 2006). Endorsement by celebrity will influence the decision of buyer and persuade them purchase the car.
Campaigning: This is another technique that could be beneficial for car manufacturing organization to market its new improved car name “cricket”. By using this techniques organization can promote car in local market more effectively. In campaign management can give free demo of car and additional features which will attract customer to buy product. By campaign company can promote the product more effective and efficient manner as it requires less funds (Assis, 2014). This advertising and promotional activity will help management to market car.
Interment: In the current scenario internet is the most preferred tool for marketing and offering information about product and services. Car manufacturing organization can use it for promoting its brand new car. By posting ads and videos on social media organization can create awareness about the “Cricket” car. Promotion on social media will help organization to capture larger audience groups and deliver information more effective and creative manner.
Digital marketing: In the recent time digital advertising has influenced the marketing activities. Car manufacturing organization can also use the digital tools for promoting car (Kovács, 2004). In that company can develop mobile app that will help customer to access the information about car and key features. By placing digital cutout of car company can also do the marketing of car.
Integration of promotional techniques for promotional strategy for Chocolate bar
In order to present the new product Chocolate bar, management can adopt the following techniques which will help to promote product more effective manner as well as increase the sale that is ultimate objective of organization.
Direct marketing: This is most used and trusted technique of promotion. Chocolate producing company can adopt this for promoting Chocolate bar in effective manner to influence sales and increase margin of profit (Dziri, 2013). Through direct marketing company can promote Chocolate bar which give the positive impact on customer and trust the quality This technique will also support in building trust in market and through word of mouth advertising number of customer will automatically increased. In addition to that management can perform cold calling and door-to-door selling which promote the Chocolate bar and gives the relevant information to customers.
Offers and schemes: For the promotion of Chocolate bar organization can use the offers and scheme promotional technique which will help to create awareness about product. Company can promote the Chocolate bar by giving offers and schemes at initial stage. This will help organization to attract customers and increase the sales. Attractive offers and promotional schemes will support the integrated promotional strategy (Ferrell and Hartline, 2012). Organization can give offers like free toys with chocolate bar and discount on purchasing of fixed numbers of chocolate bars.
Promotional pricing: In order to influence the sale of Chocolate bar and create awareness in market, management of organization can use the promotional pricing strategy. By using this strategy organization can promote Chocolate bar at low price to attract customers. By using this techniques organization can influence the decision of target customer group and increase the level of sales. By using this techniques organization can promote Chocolate bar in effective manner and get the competitive advantage.
Techniques for evaluate effectiveness of marketing
To measure the effectiveness of marketing activities and campaign, advertising agency and company can use the following techniques:
Analysis of feedback: This has been most trusted and used method of evaluating the effectiveness of advertising and promotional activity (Baltas, 2003). Advertising agency and marketing team of company can collect the feedback from customers by feeling questionnaire about marketing activity. This would give the actual information about the influence of promotional activity how much it success to encourage the customer for purchase the product or services. By analyzing the factsheet of feedback company can evaluate effectiveness of advertising.
Sales analysis: This could be the most reliable method for evaluating the effectiveness for advertising. Advertising agency and organization can measure the effectiveness of promotional campaign by analyzing the sales volume of organization. This would help organization to get the actual influence of advertising in the targeted groups. Increment and decline in sales will help to measure the effectiveness of promotional strategy and investment of capital which charged by ad making agency (Ryan and Jones, 2012). Advertising agency can perform comparison of sales information from before the
advertising and measure the effectiveness of promotional activities and strategy.
From the above report it is consider that promotion strategy and advertising is essential for improving the brand name and customer volume. This activity helps organization to create awareness about the product and services as well as positioning of them. In the current scenario every organization is using advertising and promotional techniques for influencing business. Report has explained communication process that used by the advertising agency for developing and implementing advertising plan.
Advertising firms follows rules and regulation for ethical and legal marketing of product and services. Report has discussed the role of advertising and explained the creative ads use by Burger King to promote its fast food products. Furthermore report has provided the below-the-line techniques for promoting the products of Cosmetic Company and develops a plan to market new car name “Cricket”. In the next part report has described the promotional techniques for Chocolate bar and method for evaluating success of advertising and promotion.
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