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.
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