Advertising and Promotion Essay 3

Topics: Advertising, Brand, Advertising agency Pages: 37 (12320 words) Published: June 11, 2011
Ethames Graduate School

Shamim Ahmed Mojumder

Table of content| Page Number|
Requirement 1|
P 1.1| Explain the communication process that applies to advertising and promotion.| 3| P 1.2| Explain the organisation of the advertising and promotions industry.| 5| P 1.3| Assess how promotion is regulated.| 7|

P 1.4M 1| Examine current trends in advertising and promotion.How has the ICT impact the above organisation’s advertising and promotion.| 9| Requirement 2|
P 2.1| Explain the role of advertising in an integrated promotional strategy for a business or product decisions.| 13| P 2.2| Explain branding and how it is used to strengthen a business or product.| 14| P 2.3M 2| Review the creative aspects of advertising strategy.Evaluate whether the strategies are appropriate to address successful advertising campaign.| 17| P 2.4| Examine ways of working with advertising agencies.| 19| Requirement 3|

P 3.1M3| Explain primary techniques of below-the-line promotion.How are they used in an integrated promotional strategy for a business or product?| 22| P 3.2| Evaluate other techniques used in below-the-line promotion.| 24| Requirement 4|

P 4.1| Follow an appropriate process for the formulation of a budget for an integrated promotional strategy.| 27| P 4.2| Carry out the development of a promotional plan for a business or product.| 28| P 4.3D 1| Plan the integrated of promotional techniques into the promotional techniques.Using critical reflection, evaluate the recommended promotional techniques.| 30| P 4.4| Use appropriate techniques for measuring campaign effectiveness.| 33| D 2| Assume you are the Marketing Director of any business, how would you take the responsibility for managing and organising activities of your business in the context of the advertising and promotion?| 35| Reference list| 36|

Requirement 1
P 1.1
Communication is a two way process by which participants construct and exchange information that can be interpreted for reaching a mutual understanding. Organisations attempt to create and sustain dialogue with their various audiences. To make a dialogue to happen in the first place, all participants need to transmit information to each other and each participant needs to be able understand that information. Organisations need to communicate with their audiences for a variety of reasons. One of the important reasons is to persuade their audiences on the basis of overt and subtle, reward and punishment, and influence them by using symbols, training and indoctrinating in various ways so that persuasion does not seem to be exaggerated (Fill, 2002). BMW (Bayeriche Motoren Werke AG) a German automobile company founded in 1916, for an example wishes to communicate with its customers regarding its new car, launched in market. The organisation wants to send a message to the customers saying its new car’s features and benefits. It will have to go through the communication process to have the message delivered and understandable to the customers. A model of the communication process is given below.

Receiver
Decoding
Encoding
Realms of understanding Realms of understanding
Source
Channel

Message
SignalSignal

Feedback

Noise Noise

Illustration: A model of communication.

The model of communication given above is inspired by the Communication Model of Shanon (1948). The elements of the communication process are described below. Source and Encoding:
An individual, organisation or body who has a need to send a message to its target audiences, is represented as the Source in this model. The source selects a combination of appropriate words, illustrations and/or music to represent the message that is to be transmitted. The message has to be put in such a format that the receiver can understand it. The process of formatting the message is called Encoding. Message-encoding is a...

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2
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