Advertising and Promotion

Topics: Marketing, Advertising, Promotion Pages: 12 (2837 words) Published: March 23, 2014
Theoretical Understanding and Practical Application Of
Advertising and Promotion in Business


Theoretical Understanding and Practical Application Of
Advertising and Promotion in Business

Submitted by:
( Name)
ID No. ……..

Programme Title: Edexcel BTEC HND Certificate in Business (QCF) Year: 2013/2014 Unit Title: Advertising and Promotion in Business
Unit No & Unit Code: Unit 5, Y/601/1000
Assignment No: 01
Level: Level 4 - HNC
Deliverer: Mr Richard
Assessors: Dr. Brian – Vincent Ikejiaku

Date of Submission: January 02, 2014.

Table of Contents

Page No.

The scope of marketing communication

The role and importance of advertising

Below-the-line techniques and how they are used

Be able to plan integrated promotional strategies


Task 1
The scope of marketing communication

The Communication Process
Effective communication is vital to all businesses. The communication process involves: It is important for a business to choose how and when it will send messages to intended receivers. For example, a building society will only send information about a new savings product to its members by text or email, if they have specifically chosen to receive communication by that method. Sending information by this method to people who cannot receive text or email could result in losing an opportunity to sell a new product. An advertising agency or advert agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of an advertising campaign. History

The first acknowledged advertising agency was William Taylor in 1786. Another early agency, started by James 'Jem' White in 1800 at Fleet Street, London, eventually evolved into White Bull Holmes, a recruitment advertising agency that went out of business in the late 1980s. In 1812 George Reynell, an officer at the London Gazette, set up another of the early advertising agencies, also in London.[1] This remained a family business until 1993, as 'Reynell & Son,' and is now part of the TMP Worldwide agency (UK and Ireland) under the brand TMP Reynell.[1] Another early agency that traded until recently, was founded by Charles Barker, and the firm he established traded as 'Barkers' until 2009 when it went into Administration. Types of advertising agencies

Ad agencies come in all sizes and include everything from one or two-person shops (which rely mostly on freelance talent to perform most functions, small to medium sized agencies such as Traction (agency), large independents such as SMART and multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas. Full service agencies

These agencies are involved in planning, creating, producing advertisements, performing research and selecting media. Some full service agencies also provide non-advertising related services including strategic market planning, direct market promotion programs, interactive marketing and web site design, and public relations....

References: The communication process, Available at:
Organization of the advertising and promotion industry, Available at:
The role and importance of advertising, Available at:
integrated promotional strategies, Available at:
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