Delivery in day(s): 5
Diploma in Business
Unit Number and Title
Advertising and Promotion in Business
The Iconic British Home Show will be returning to Olympia London this summer (2015). I have been hired as an Advertising Manager for the Ideal Home Show that is going to be organized in the month of August 2015. The responsibility assigned to me is the promotion of the smart phones under the technology. The director of the agency would like me to look into each and every aspect of advertising and promotions in the business. The advertising and promotion in business assignment will discuss on communication process, regulation of promotion, current trends in advertising and promotions, role of advertising and branding, aspects that are creative in advertising and ways of working with the agencies for advertising. The report will also discuss on below-the-line promotions and promotional techniques and strategies that would be followed for this event.
Advertising plays a key role in an integrated promotional strategy that is developed for a product or the business. The role is discussed as under:
Branding is said to be a process that is involved in creating a name for the product or the service that is unique, distinguished from other competitive products and services in the market. It aims to develop or establish differentiated image and the presence of the brand in the market. It helps in a great deal to strengthen a product or the business:
As it helps in developing uniqueness for a product or the service in the market so it is used to strengthen the products, services and the businesses in the market.
Advertising cannot be done by all. It required unique skills that will help in writing effective and developing the slogans for the products. It requires the transformation of the creative and revealing expressions for the products through the strategy that is developed for the branding of the products. The artists and the experts in the advertisements are really creative and strategic people. It requires creativity in everything whether it is person, situation, product, rules and the processes related with the service of the product.
The major agenda of the advertising agencies is to develop a plan for the companies for advertising and promotions. They need to work in such a way that they retain and sustain a brand. The agencies work in closed coordination with the companies. They will at first find out the requirement of the companies in terms of putting their requirements and purpose of the advertisements. Based on the purpose, goal and the objective of the product, the advertisement would be designed and developed. The major role that these agencies play is in the process of transformation of the service or a product in making it a brand in the market that is unique and competitive in the market.
Below the line activities for the marketing are concentrating on the specific set of customers. They are said to be under the control of the companies. The major purpose is to spread the awareness. The primary techniques for below-the-line are through direct mails. This is the way in which the promotions, discounts incentive and the offers related with the promotional strategies would be disclosed.
There are many ways in which the below-the-line promotional activities and techniques are used.
The other techniques are:
These activities or the techniques could easily be used to promote the products or the businesses. They will help in establishing the public relations and a reputation with the customers and selling the products and services to them. These techniques also help in obtaining a feedback from the customers and then developing customized products and services (Abraham & Lodish, 1989).
Budget for Advertising budget is important to be developed. This helps in giving the direction and the fund flow way or the technique in which the advertising and promotion activity has to move. In order to develop budget the following have to be kept in mind:
Plan for the promotion is developed for a business and product through the following steps:
Integrated promotional and marketing communication is done by following a specific promotional strategy. This could be carried out in the following ways:
It is essential to measure the effectiveness of the campaign. The reason for measuring it is:
The techniques by which this process could be done are:
Advertising and Promotions play a key role in the marketing communications. It is essential that this process is carried out as per the marketing budget assigned to this program. This will help in enhancing the revenues and profitability in the business. Business requires an integrated plan to be developed for the marketing and advertising that will make sure that the product and the services that the company has been selling become a brand and develop their reputation in the market. It is essential that we have to find out the performance of the IMC plan that the company has made so that improvisations are brought about on regular intervals. It has to be taken on priority as targeted customers have to be satisfied in terms of the products and services that the company has been offering to its customers in the market.
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