Table of Contents
Explain the communication process that applies to advertising and promotion (P1.1) 2-3
Explain the organisation of the advertising and promotions industry (P1.2) 3
Examine current trends in advertising and promotion (P1.4).
Explain the role of advertising in an integrated promotional strategy for a business or product decisions(P2.1) 4
Explain branding and how it is used to strengthen a business or product (P2.2) 5
Review the creative aspects of advertising strategy (P2.3). 5
Examine ways of working with advertising agencies (P2.4)
Explain primary techniques of below-the-line promotion (P3.1). 6
Evaluate other techniques used in below-the-line Promotion (P3.2) 7
Follow an appropriate process for the formulation of a budget for an integrated promotional strategy (P4.1). 7-8
Carry out the development of a promotional plan for a business or product (P4.2) 8
Plan the integration of promotional techniques into the promotional strategy for a business or product (P4.3). 8-9
Use appropriate techniques for measuring campaign effectiveness (P4.4)
BTEC Higher National Diploma (HND) in Business
Advertising and Promotion in Business
Advertising and promotion are part of marketing which are very important. Without advertising and promotion the company cannot communicate the message of their product to the target customers. Through advertising the organisations use mass media to communicate the message to a large group of people. This can also be said as above the line promotion. Below the line promotion includes when the organisation is directly involved such as direct mailing and telecommunication. The assignment has been done on extensive research work to find out the various strategies used by organisation for advertising and promotion. The advantages and disadvantages, the competitive edge, etc. Requirement 1:
Advertising as we know is when there is the usage of paid announcement through media specially to bring in to attention of the people the knowledge of some product or service. Any medium that can take a message from an association to a potential purchaser can be utilized for promoting. Obviously, the most well known media are TV, print (daily paper, magazines, and so on.), radio, and the Internet. TV is well known in view of its vast range, however it is additionally exorbitant. The 2012 Super Bowl was viewed by in excess of 111 million individuals, and organizations that needed a 30-second business amid that game paid a normal of $3.5 million. The communication process involves the following:
Source – A source is likewise alluded to as an sender. The sender has a message to pass on to others. The sender can be anybody from a brand specialist (in a significant company, for example, Nike or Budweiser) to a businessperson in a more diminutive association. Now and again, famous people are utilized to underwrite items and go about as an issue for the item. It is constantly vital to verify that the source is solid and reliable. An immediate source can be a sales representative conveying a message around an item. A indirect source utilizes a well known open figure to attract thoughtfulness regarding an item.
Encode – The source encodes or makes an interpretation of thoughts into a message. Case in point, a brand director chooses to promote another item.
Message – After characterizing the target advertise, the advertiser outlines a viable message that will accomplish the communication objectives.
Recipient – The beneficiary is the individual or gathering with whom the sender endeavours to impart thoughts. Advertisers need a reaction, the responses of the recipient, in the wake of being presented to the message: for instance, a customer getting the message about the new item.
Translate – The recipient deciphers or translates the message. For a...
References: a) Kotler, Veronica, Saunders (2005). Principles of Marketing:. 4th ed. London: Prentice hall. 34-56.
b) elearnportal. (2013). Marketing Communications Process. Available: http://www.elearnportal.com/courses/business/advertising/advertising-marketing-communications-process. Last accessed 25/11/14.
c) Infinitee. (2013). 5 Advertising and Marketing Trends for 2013.Available: http://www.infinitee.com/advertising-and-marketing-blog/bid/62829/5-Advertising-and-Marketing-Trends-for-2013. Last accessed 25/11/14.
d) Mukesh and Ranju (2011). Advertising and sales management. New Delhi: V. K Enterprise. 55-67.
e) H. Montgomery. (2009). Tips for Working Effectively with an Advertising Agency. Available: http://www.brighthub.com/office/entrepreneurs/articles/52999.aspx. Last accessed 25/11/14.
f) Business case studies. (2013). Using promotion to campaign for public services. Available: http://businesscasestudies.co.uk/unison/using-promotion-to-campaign-for-public-services/below-the-line-promotion.html#axzz3K7hwVrCA. Last accessed 25/11/14.
g) K. McFerlin. (2014). Examples of Below-the-Line Advertising. Available: http://smallbusiness.chron.com/examples-belowtheline-advertising-10099.html. Last accessed 26/11/14.
h) MarketingMO. (2014). Competitive Positioning. Available: http://www.marketingmo.com/strategic-planning/competitive-positioning/. Last accessed 26/11/14.
i) Smallbusinessnotes. (n.d). Promotion Plan. Available: http://www.smallbusinessnotes.com/marketing-your-business/promotion-plan.html. Last accessed 26/11/14.
Please join StudyMode to read the full document