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Name

ROLL

Advertising and
promotion in
Business

Contents
Executive Summary.....................................................................................................................................3
Introduction.................................................................................................................................................3
Task 01........................................................................................................................................................3
1.1 Communication process that applies to advertising and promotion................................................3
1.2 Organizations of Advertising and promotion Industry.....................................................................3
Advertising Organization.........................................................................................................................4
Specialized Advertising Organizations....................................................................................................4
Intra Advertising Organization................................................................................................................4
1.3 Promotion Regulation Process:...........................................................................................................4
Pre-development stage.............................................................................................................................4
Product starting Stage..............................................................................................................................4
Offer oriented promotion stage................................................................................................................4
1.4 Current Trends in advertising and Promotions including ICT:.......................................................4
Task 02........................................................................................................................................................5
2.1 Role of advertisement in an Integrated Promotional Strategy for a business or Product:.............5
2.2 Branding:.............................................................................................................................................5
Use of Branding to Strengthen a Business or Product:...........................................................................5
2.3 Creative Aspects of Advertising..........................................................................................................6
Ad Copy:.................................................................................................................................................6
Layout:....................................................................................................................................................6
Branding Strategy:...................................................................................................................................6
2.4 Ways of Working with Advertising Agencies:....................................................................................6

Specific goal setting:........................................................................................................................6

Maintaining Budget Base:...............................................................................................................6

Contact with Advertising agency:....................................................................................................7

Fix Time Schedule:..........................................................................................................................7

Task 03........................................................................................................................................................7
3.1 Primary Techniques to Below-the-line Promotion............................................................................7
Price Promotion:......................................................................................................................................7
Reward challenging:................................................................................................................................7
Cash Back Offer:.....................................................................................................................................7
3.2 other techniques that used in below-line-promotion.........................................................................7

Door to Door Selling:......................................................................................................................7


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Coupons:..........................................................................................................................................7

Promotional pricing:........................................................................................................................7

Trade-in:..........................................................................................................................................7

Loyalty programs:............................................................................................................................8

Rebates:...........................................................................................................................................8

Sponsorship:....................................................................................................................................8

Task 04........................................................................................................................................................8
4.1 An appropriate process for the formulation of a budget for an integrated promotional strategy:8
4.2 The development of a Promotional Plan for a Business or Product.................................................8
4.3 Plan the integration of promotional techniques into the promotional strategy for a business or
product:......................................................................................................................................................9
4.4 Use appropriate techniques for measuring campaign effectiveness:.............................................10
Conclusion:................................................................................................................................................10
References & Bibliographies.....................................................................................................................11

Executive Summary
The todays business is basically become stronger and much more customer oriented for the sake
of branding and promotion of a business or product. The integrated marketing communications
deal with advertisement and promotion. Companies use different methods and techniques to meet
the customer needs, wants and demands. A general product or service can be a unique one
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through advertisements. These advertisement and promotional tasks must be measured with
different techniques to forecast sales, profits and costs. On the basis of industry, the advertising
and promotional policies vary.

Introduction
If a company wants to survive in the business world. The company should give attention on
different pricing, advertising, promotional and branding strategies. The marketers continuously
making different strategies to make the product available towards the customers and make them
loyal on the brand. Without branding or promotion the appropriate sales cannot be made to
purchase. By convincing customers to purchase, the marketers sale their product on the market
by making and following different policies and branding strategies.

Task 01
Advertising and promotion are the crucial element of the economic system. Its structured and makes the
people with dimensions of communication, marketing, promotion and economic. Promotions are adding
values to purchase and other promoted advertising tools.

1.1 Communication process that applies to advertising and


promotion
The advertising strategy implemented by the advertising agency and generates peoples
experience. Therefore communication needs customers and the customer experience
interconnected with different tools, media, message and people and processes.
Promotion is the part of marketing business and marketing is the process of audience awareness
by adopting strategies to maintain product or service awareness to customers and generate
continued demand. Promotional activities linked to sales, distribution and focused markets and
groups. The various ways of actions can be used for promotion such as, advertising, publicity,
face to face, sponsorships and staff structuring.

1.2 Organizations of Advertising and promotion Industry


We see the todays world is going on branding and focusing a companys products and services
with specific benefits and value added services. There are some industries which deal with
advertising and promotion activities.

Advertising Organization: different kinds of special organizations make advertisements on


financial, service, entertainment, shopping products etc.

Specialized Advertising Organizations: on the basis of products and services, some special
advertising organizations are seen in the country as well as the entire world. They generally
concentrate on a single industry.

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Intra Advertising Organization: some organizations try to focus their in house ads and
promotions. Because by doing this they can ensure their abilities on productivity of ads making
and company oriented specific promotions.
The above are mentioned organizations which are leading the todays advertising and promotion
activities.

1.3 Promotion Regulation Process:


There are some promotion regulation process by which companies make their promotional
activities. The stages are described below:

Pre-development stage: in this stage the company collects data or specific suggestions from
the public or potential customers and the make some choices that is implemented towards
promotional activities.

Product starting Stage: in this stage the company makes promotional activities from launching
the products or services. The ads should be lucrative to peruse the customers. As it is the key
stage of promotion, the customers should be attracted otherwise it will be a mere cost not
proportion with profit or achieving expected objectives.

Offer oriented promotion stage: to make extreme sells or profits, these types of promotional
activities are carried out in certain period of time. The companies give attention on improving
product quality and handling good customer relationship through different offers..
These are the main promotion regulated process that are handled by different organizations in
their different firms current and forecasted periods

1.4 Current Trends in advertising and Promotions including ICT:


The media are the basic advertising and promotion trends oriented. Actually the advertising and
promotions are generally focused on current as well as old customers in persuading purchase.
Promotion are becoming much more popular in ICT like online selling promotion. The
customers visits on different web-sites and get attracted with specific benefits of a product or
service. It is a low cost oriented and make customers update in their current and upcoming
promotions on different brands.
The companies offer some specific benefits on web-sites in convincing with their product brand
benefits. By giving offers in online is a major source of information for customers. Its also
crucial those who are not a companys loyal customer but after taking ideas through online they
may be the potential customers.

Task 02
Advertising has become a crucial point for every company for selling and making profit. It is widely
known that a good product may be out of date in absence of promotion and advertisement.
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2.1 Role of advertisement in an Integrated Promotional Strategy for


a business or Product:
The Role of advertisement in an Integrated Promotional Strategy for a business or Product is
given below
Advertising shows the fashion and attract the customers to purchase
Advertising focuses on special strength, lucrative ideas, and different designs that will
enhance the attraction of customers.
Advertising provide financial and other decision making process easier for company as
well a, profit s customers.
Advertising is extremely helpful for outdoor promotion.
Advertising helps the decision makers to forecast sales, profit and estimated promotional
costs.
Advertising provide detail instructions of a product or industry that is contributed a
significant impact on sales of a product or service.
These are the major role of advertisement which contribute the selling of a product towards the
actual and potential customers.

2.2 Branding:
A brand is a title, sign, term or any other symbol or design which focuses a specific product or
service and distinguish itself from other products. Branding is associated with promotional
branding, brand management, internet branding, nationalbranding, co-branding, faith branding
etc.

Use of Branding to Strengthen a Business or Product:


To strength a business or a product branding is crucial to enhance sales and promotion. The uses
of branding for a business or product are given below:
Branding increase the credibility of a product or service to the customers which may help
themselves to purchase and to avoid purchase dissonance.
Branding also provide content to the customers and make them loyal for future purchase
decision.
Through branding the company can connect the actual and potential customers
psychologically. Psychological connection makes the customers used to for repeat buying
in the same company.
The very best reason for making brands will motivate the customers.
Through branding the company creates a positive image towards the actual and potential
customers
Branding makes profit by selling specific benefits to the customers.

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2.3 Creative Aspects of Advertising


The creative aspects of advertising are mentioned below

Ad Copy:Text of a print, radio, or television advertising message that aims at catching and
holding the interest of the prospective buyer, and at persuading the customers to make a
purchase all within a few short seconds. The headline of an advertising copy can be said to
the most important part, and it is quite often a little change in its structure brings
disproportionate results.

Layout:An advertising layout can be the organized style of size, color, graphics, objects and
script settlement to provide a message towards the target customers.

Branding Strategy: Branding is important for products and services to sell in huge
consumer markets. It is also important in B2B because it helps a company for stand out from
its competition. Brand strategy brings companys competitive positioning to life, and works
to position the company towards the customers.

2.4 Ways of Working with Advertising Agencies:


There are basically four fundamental rules which a business organization needs to be
followed. These are given below
Specific goal setting: for making ads the company should make contact with the ad
agency about their specific goals and objective. After fulfilling their right
combination ofcustomer oriented plans, the company should go through the rules and
regulations of companys purpose.
Maintaining Budget Base: the company should fix their specific budget towards ads
making. If they can make a good budget for ads and promotions, they will be able to
reach their target customers comfortably. The exclusive as well as inclusive cost
should be maintained properly.
Contact with Advertising agency: Building good relationship with the ad agency is
a crucial point for a firm. As a result, the ad agency will be aware about the present
and forecast ad making with the organization.
Fix Time Schedule: The time is a part of ads and promotions. The company should
fix up the timeliness of ads. Time fixing is good for launching an advertisement.

Task 03
The below the line promotion means the combination of non-media communication and nonmedia advertising.

3.1 Primary Techniques to Below-the-line Promotion


Below the line promotion deals with the techniques to reach the customers directly and
within the control of the organization. Different companies adopt different promotional
activities in accordance with their objectives and budget.
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There are a few techniques of below the line promotion that are given below:

Price Promotion:it can be possible by reducing the price from book value that will increase
the current sales of the company as well as make loyal relationship the current and potential
customers.

Reward challenging:By providing rewards the customers will be able to purchase more and
more the will boost the organizations current sales. If they feel better, they will make
purchase continuously for getting rewards.

Cash Back Offer:if a certain amount of products are purchased, then a discount of cash back
will be offered to the customers. Certain types of coupons should be given at purchase and
those should be backed to get cash back.

3.2 other techniques that used in below-line-promotion


There are some types of techniques given that are used in below line promotion:
Door to Door Selling: it means that a sales person generally goes from one door to
another for making sales a product or service.
Coupons: its one kind of rebate system to boost the sales for a period of time. By
providing coupons the consumers realize the product and get involved with the company.
Promotional pricing: it is basically short time price reduction from the original or
common price. With a view to increase and promote the brand, promotional pricing is
made.
Trade-in: it means exchanging the old product with a newer one. Its general introduce to
focus on a short time selling.Example: mobile phone, computers, automobiles etc.
Loyalty programs: when a company make price discounts and free products for
frequently purchase this activity is called as loyalty Programs
Rebates:rebates are a discount price made for the customers to repeat purchase.
Generally the company asks the name, address, personal data, income, social status to
provide rebates. After fulfilling the mentioned data the customers get special rebates on
purchase.
Sponsorship: the company can get engaged with different CSR or other social activities
through sponsorship. That will make the company much more focused to the audience or
customers. It creates positive image in the society as well the whole community that
make them purchase the brands products or services.

Task 04
4.1 An appropriate process for the formulation of a budget for an
integrated promotional strategy:
An offerings budget is the most critical element when it comes on deciding which
messages to pursue. We can find different methods to complete the entire budget with
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integrated professional strategy. We can make an operating budget approach which is the
most appropriate budget decision of sales related promotional activities.
Basically there are three steps needs to be followed along with this operating budgeting.
1) In the first stage, the company should accumulate the production cost, marketing
medium cost. Other types of marketing and promotional costs should be
associated.
2) The transactions should be made between the organization and the ad agency.
3) In the last step, it is considered the superior step for promotion. In this stage all
the costs associated with the planned budget has to be compared.

4.2 The development of a Promotional Plan for a Business or


Product
The successful companies do not achieve success over night. They have made different goals,
objectives, and promotional activities with regards to the audience, actual and potential
customers. There are seven important elements to plan the best promotion for reaching the
companies objective:
1) Define a specific objective: firstly the company should make its own specific customer
oriented objectives that will boost the sales of the company and it will clarify the purpose
of the program. On the basis of industry, programs may vary from company to company.
2) Determine a workable distribution plan to a targeted audience: on the basis of target
customers the company should segment the market into different clusters. As a result, the
company will make some policies based on location or other segmented areas. The work
must be distributed in accordance with their role and position.
3) Create a central theme: on the basis of segmented area, the employee should have some
knowledge based on central them of their activities.
4) Develop a message to support the theme: the company should convey a clear and
developed message with their products. To promote a service the firms agent should
keep in mind about the basic strategies and promotional tools.
5) Select a promotional product that bears a natural relationship to communicate theme: the
company should build a natural relationship with the potential customers that will
enhance the good relationship in purchase.
6) Dont pick an item based on price or value: the price doesnt say the true causes of a
product all the time. So the company has to make widely planned decisions that will
enhance the loyalty among customers, organizations and competitors.
7) Use a qualified promotional products consultant: to pursue the customers by right
condition the company should appoint a good consultant. Thus he will show the good
benefits as well as the condition of the proposed goods or services.
These plans should be followed to convey a good indication towards the company as well as the
proposed customers.

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4.3 Plan the integration of promotional techniques into the


promotional strategy for a business or product:
Product promotion is important to make your brand in front of the customers attract. There are
many ways by which a company can promote its brand. On the basis of company different
methods are used as per their policies and other strategies. There are some strategies that a
company generally follow are given below:
Contests: if the company wants to get quick profit in comparison with rate, time or
competition, they can use a contest method which focus to reach huge profits for a period
of time.
Social Media: the social media like Facebook, twitter or any other device can help a
company to increase their sales in different perspective. Now-a-days the big companies
try to increase their sales by using social media.
Mail Order Marketing: the customers who generally come toward the company and have
knowledge about company, brands and products, the company have to send mail to them
for making frequent purchase with special discount. The company has to fix their
proposed customers to conduct the mail order marketing.
Customer Referral Incentive Program: it means that the loyal customers should make the
other customers buy the companys products or services. For this reason the company
will prefer to give the referral special discounts, free products, lucrative packages.
After-Sale Customer Surveys: after selling a product or service, the company should
make contact with the old customers and collect information about the quality, service,
durability and convenience for consumption or use. At a result the customers will feel
better and can be loyal towards the company. Today the big companies actually focus on
this type of promotion strategy.
These are the major strategies that are followed by many companies. With successfully
completion of these strategies a firm may be able to promote their sales.

4.4 Use appropriate techniques for measuring campaign


effectiveness:
Measuring the advertisement is extremely important for a company. Good advertisements
have a positive impact on sales and profits. The big companies usually focus on appropriate
techniques to measure the effectiveness. They implement different techniques and analytical
reasoning based on data.
Measures can be taken place before, during and after campaign execution. In TV advertising,
the company made some roughs and test it with different specialist. When the ads are
displayed on the TV screen, a focus is kept to see the ads and they generally asked the
audience about their feelings, like and dislike about the ads made by the company with
certain objectives.
In printing media, generally the ads are placed with two of many forms, the specialists and
different customers are set. After publish it on press, the focus group collect data from the
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viewers and asked to make comments about their feelings on this ad and product or service
and the focus analyze them. If any errors occur, they make the correction of it and repost it
with correction. Generally the company can focus with a small range of customers through
press ads.

Conclusion:the

company knows well about their target customers demand and


expectation existing in the current market. On the basis of their market segmentation and
differentiation they should prepare well about their marketing plan and promotional
activities. We discussed several factors to enhance the branding and promotional activities
which may lead a company profitable with higher market growth share. At the same time the
company should keep in mind that marketing promotions might jeopardize short time
revenue but goal should be to increase long term profits. The branding and promotional
efforts may convince customers to try your product or service for the first time. If the
customers really like your product and other business offers, they will really keep coming
back after the promotion ends. So the company has to produce good products and services
make them well prepared and focuses on branding and promotional activities to make sales
and desired profits.

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References & Bibliographies


Kotler, P, Armstrong, G, Agnihotri, PY & Haque, EU (2010), Principles of Marketing, Pearson
Education, India.
Belch E. George & Belch E. Michael , Advertisement and Promotion, eight edition, McGrawHill Irwin
Carl Hose, (2014), Promotional strategies, available athttp://smallbusiness.chron.com/top-tenpromotional-strategies-10193.html[Accessed 2nd February 2015]
Smriti Chand, (2014), Measurement the effectiveness of advertising, available at
http://www.yourarticlelibrary.com/advertising/how-to-measure-the-effectiveness-of-advertisingcampaigns/13049/[Accessed 2nd February 2015]
Petered, (2013), Getting Your Price Right, Available at, http://www.seobook.com/getting-yourpricing-right [Accessed 9th December 2014]
KIMBERLY PENDERGRASS, (2013), The Marketing Concept Defines How Your Company
Will Drive Business, Available at https://www.udemy.com/blog/marketing-concept/ [ Accessed
8th December 2014]
Adcracker,
(2014),
Advertising
Plan,
Available
http://www.adcracker.com/plan/Advertising_Plan.htm [Accessed 6th December 2014]
Nibusiness,
(2014),
Advertising
Basic,
Available
https://www.nibusinessinfo.co.uk/content/planning-advertising-campaign [ Accessed
December 2014]

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