...P3 Explain the role of advertising agencies in the development of a successful promotional campaign. The major role as advertising agency is to work alongside the clients to develop and sustain the brands that they mutually serve, through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. A product is something that is made, in a factory: a brand is something that is bought, by a customer. A competitor can copy a product; a brand is unique. A product can be quickly out-dated; a successful brand is timeless. The role of advertising and the advertising agency is to help effect this transformation from product or service to brand by clearly positioning the offering to the consumer, and by communicating the brand's own personality. There are few reasons why to choice an agency: • An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. •...
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...| HND in Business | | Advertising and promotional Strategy | | LCC 20135057 | | Syed Hussain | | 26/11/2014 | M A Kashem Table of Contents Advertising and promotional Strategy 1 Introduction 3 Task 1 3 1.1 Communication process that applies to advertising and promotion of Sainsbury’s to focus upon the consumers buying behaviour and decision making process 3 1.2 Explain the organisation of the advertising and promotions industry 4 1.3 Assessment of promotion regulation in UK 5 1.4 Examine current trends in advertising and promotion including the impact of ICT 6 Task 2 7 2.1 Explain the role of advertising in an integrated promotional strategy for Sainsbury’s PLC 7 2.2 branding and how it is used to strengthen the market position of Sainsbury’s PLC 8 2.3 Creative aspects of advertising by measuring advertising effectiveness in Sainsbury’s 9 2.4 Ways of working with advertising agencies by focusing on process and methods of agency selection and agency/client relationships 10 Task 3 12 3.1 Primary techniques of below-the-line promotion 12 The promotional strategy for any of the company follows some steps and flow onwards. The primary techniques of below the line promotional strategy for Sainsbury PLC are: 12 3.2 Evaluate other techniques used in below-the-line promotion by taking into consideration word-of-mouth personal selling and the use of new media in Sainsbury’s PLC. 13 Task 4 14 4.1 Follow an appropriate...
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...Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics. To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion. The importance and significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here. Table of Contents Executive summary: i Introduction 1 LO 1: Understanding the scope of marketing communication. 1 1.1 Communication process that applies to advertising and promotion. 1 1.2 The organization of advertising and promotion industry. 2 1.3 Assess how promotion is regulated. 3 1.4 Examine current trends in advertising and promotion including the impact of ICT. 3 LO 2: Understand the role and importance of communication. 4 2.1 Explain the role of advertising in an integrated promotional strategy for a business or product. 4 2.2 Explain branding and how it is used to strengthen a business or product. 4 2.3 The creative aspects of advertising. 5 2.4 Ways of working with advertising agency. 5 LO 3: Understand below-the-line techniques...
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...Assignment on An in-depth Analysis of Advertising and Promotion | Table of Contents Introduction 3 Task 1 3 Explanation of the communication process that applies to advertising and promotion 3 Explanation of the organization of the advertising and promotions industry 4 Assessment of how promotion is regulated 5 Examination current trends in advertising and promotion, including the impact of ICT 6 Task 2 6 Explanation of the role of advertising in an integrated promotional strategy for Kellogg 6 Explanation of branding and how it is used to strengthen a business or product 7 Review of the creative aspects of advertising 7 Examination of ways of working with advertising agencies 8 Task 3 8 Explanation of primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy by Kellogg’s 8 Evaluate other techniques used in below-the-line promotion by Kellogg’s 9 Task 4 10 An appropriate process for the formulation of a budget for an integrated promotional strategy: 10 Development of a promotional plan for a business or product: 11 Integration of promotional techniques into the promotional strategy for a business or product 11 Appropriate techniques for measuring campaign effectiveness 12 Conclusion: 12 References 13 Introduction Advertising is the core part of any business that sell products and render service in the global market. Thus advertising and promotion is an integral part of an organization...
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...LO1.1 Marketing Communication also referred to as MarCom is an essential and intricate element of a company’s marketing effort. It can be best describes as all the coordinated promotional messages and media deployed by the company to communicate with the market. (Mars, 2013) The prime objective of Marketing Communication is to influence consumers’ buying behaviour. The most commonly known model of communication was developed by Wilbur Schramm (1961) which broke the process down into five well defined sequential stages or dimensions which are as follows: * “The sender has the need to communicate * The need is translated into a message (encoding) * The message is transmitted * The receiver gets the message (decoding) * The receiver interprets the message and provides feedback to the sender” (BPP Learning Media , 2013) Kotler (2008) would later go on to develop a sender-receiver model which he devised from Schramm’s (1954) communication process. This is displayed in the diagram bellow. In this case Blue Waters is the party sending the message to the other party thus they are the sender. The receiver is the party that this message is delivered to in this instance it is the consumers. It is essential that the sender clearly understands the purpose of the message before encoding it; this is the process where a meaning to the message is placed into symbolic form such as words, signs, sounds etc. The message is conveyed from sender to receiver through...
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...be considering continuing your studies at University. You may already have been on the receiving end of university promotional campaigns and in this assignment you have the opportunity to examine the promotional skills of a selected institution in more depth. You will then be asked to compare this organisation’s promotional activities and campaigns with those of a more commercial business of your choice.Choose an organisation which is currently running a promotional campaign that you would like to investigate. This might be a retailer or manufacturer in a competitive market, such as: * the car, food or clothing industries * travel and tourism * hospitality and catering * or any industry that interests you [Please check the suitability of your selected organisation with your tutor].Your objective is to identify and evaluate the promotional campaigns of different types of organisation, to explain how the campaigns help organisations to communicate with their target customers, and to understand the role of advertising agencies in the marketing promotions industry. | Presentation The tasks below are to be presented as a written report for your tutor. Tutors are sometimes called upon to give informal advice to learners on their future university choices and would therefore benefit from knowing which universities have the most sophisticated promotional strategies. Your report should include diagrams and tables as appropriate and all sources of information used should...
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer...
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers...
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...BTEC Business Project |Assignment |2013/2014 | Learner Declaration I declare that all the work submitted for this assignment is my own work or, in the case of group work, the work myself and other members of the group in which I worked, and that no part of it has been copied from any source. I understand that if any part of the work submitted for this assignment is found to be plagiarised, none of the work submitted will be allowed to count towards the assessment of the assignment. |Centre Name: |Westminster Kingsway College |Centre No: |10240 | |Learner’s Name: | | |Learner’s Signature: | | |Assessor’s Name: | | |Assessor’s Signature: | |Date: | | |Date Issued: |3rd February 2014 |Submission Date: ...
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...Unit 18: Advertising and Promotion in Business LO1: Understand the scope of marketing communications 1.1 explain the communication process that applies to advertising and promotion The communication process specific for advertising is known as Advertising Communication Model. There are following stages in this communication process which include, the sender presents the idea and what he wants to accomplish (to an advertising agency), encodes the idea as a message in advertising media, and then message is transmitted via communication channels (media mix). The last step is the receiving step where the target audience encounters the advertisement with the message and reacts giving a feedback. 1.2 explain the organisation of advertising and promotion industry The major components of the advertising industry are: 1)Advertisers: businesses and product makers wishing to promote 2)Advertising and promotional Agencies: encode messages, produce adverts and campaigns 3)Media: offers channels and broadcasting services to place adverts 4)Consumers: target audience 5)Government regulators: control advertisements’ placement and content according to laws and to protect the public interest 1.3 assess how promotion is regulated Advertising is regulated through: * Self-Regulation: by advertisers and promotional agencies to maintain consumer trust and confidence * Local Authority Regulation: for display boards and local events * Country/Federal...
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...P3 – explain the role of advertising agencies in the development of a successful promotional campaign M2 – explain the advantages and disadvantages of using promotional agencies in ensuring promotional success Advertising agencies is a service based organisation devoted to planning and designing adverts. They give an external opinion when it comes to selling their clients services or products. They work closely with many different companies to collect information in order to get an idea on what they company wants to sell. Getting an advertising agency to create an advert is expensive because they have extensive and creative knowledge on how to develop and handle an advert. But it is much better to get an advertising agency to do this than creating an advert alone, simply because we do not have the right tools for creating an ad. They would know how to make it look professional, what words would suit the advert best, how the layout should be like, what colours would make the ad stand out and overall what would make the ad unique in order to capture the selected audience. Furthermore, they determine the right mix of media to attain the marketing campaign objectives. When considering the targeted audience, making certain that the advert is advertised in the right place allows the right audience to be aware of it. They do this by booking slots on television, cinemas, space in magazines and newspapers and so on. They do this so that they can achieve the most cost-effective...
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...Advertising agencies creates and develops advertisements for different organisations trying to call public attention to its clients, Advertisement Company’s carry out all aspects of advertising production for the company which has hired them. If a business wants to promote a new product/service or existing one or even just advertise their brand name they can hire an advertising agency. When a business wants to create a new advertisement they will employ an agency which is known for products likes theirs, which relates to them or who they have worked with before, this will enable them to receive the best execution of the advertisement. The role of an agency in developing a promotional campaign is very important; firstly an advertising campaign is a series of advertisements using various marketing methods and tools which they use to promote a business or product/service to its target audience, which can appear in different media types across certain time frames. The role of the agency is to develop a campaign suited towards the target audience selected by the business, their role is to produce the best campaign which will advertise the businesses product, service or brand in the best possible way to the viewer. Quoted from AMV BBDO in a recent article said “Are role within the advertisement industry is to represent our client’s products and services before customers in such a way that a positive image is created in their minds”. The advertisement agencies aim is to create the...
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...Qualification | Unit number and title | Pearson BTEC Level 5 HND Diploma in Business(QCF) | UNIT 18:Advertising and Promotion in Business Level 4 | Student name and ID number | Assessor name | | Tatah Amenonyoh | Date issued | Completion date | Submitted on | 18th September 2015 | 13th December 2015 by 5.00pm | | Internal Verifier | Dr George Panagiotou | Assignment title | Westfield-Stratford City | Instructions | * An electronic copy of your assessment must be fully uploaded by the deadline date and time. * You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. * The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. * Review the mitigating circumstances policy for information relating to extensions. * The file size must not exceed 20MB. * Answer the criteria in order, clearly indicating the pass criteria number. * Ensure that all work has been proof-read and checked prior to submission. * Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. * Use the Harvard referencing system; otherwise it will be considered as plagiarised work. * Ensure that you back-up your work regularly and apply version control...
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...determines what the advertising message will say or communicate. A= Creative Strategy. 2. It’s used for how the message strategy will be executed? A= Creative Tactics. 3. Mention the 3 of the 5 steps of Young’s model of the creative process. A= Immersion, Digestion, Incubation, Illumination & Reality/Verification. 4. ________________ it’s process that involves conducting research and gathering all relevant information about a client’s product or service, brand, and consumer in the target audience. A= Account Planning. 5. Mention some techniques use in the verification and revision stage of the creative process. A= Focus groups, Message communication studies, Portfolio tests, and Evaluation measures. 6. What is a story board? A= A series of drawings use to present the visual plan of a commercial. 7. Specify the basic elements of the creative strategy: A= Copy platform. 8. A campaign theme should be? A= A strong idea that will be communicated in all the advertising and other promotional activities. 9. The concept of the unique selling proposition (USP) was developed by: A= Rosser Reeves. 10. What was the campaign theme for Nike? A= Just Do It. 11. Another approach to determining the major selling idea is finding? A= Internet drama. 12. What does positioning means? A= Establish the product or service in the consumer’s mind. 13. “I am what I am” pertains to what campaign? A= Reebok. 14...
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...Advertising and Promotion in Business Contents Introduction 1 Requirement 1 1 1.1 The communication process that applies to advertising and promotion: 1 1.2 The organisation of the advertising and promotions industry: 2 1.3 The regulating process of promotion: 3 1.4 Current trends in advertising and promotion including the impact of ICT in case of the advertising and promotion of BMW: 3 Requirement 2 4 2.1) The role of advertising in an integrated promotional strategy for a business or product decisions: 4 2.2) Branding and its use to strengthen a business or product: 4 2.3) The creative aspects of advertising strategy: 4 2.4) The ways of working with advertising agencies: 5 Requirement 3 5 3.1) The primary techniques of below-the-line promotion used by BMW: 5 3.2) other techniques used in below-the-line Promotion by BMW: 6 Requirement 4 6 4.1) An appropriate process for the formulation of a budget for an integrated promotional strategy: 6 4.2) The development of a promotional plan for BMW: 7 4.3) Plan for the integration of promotional techniques into the promotional strategy for BMW or its product: 7 4.4) Appropriate techniques for measuring campaign effectiveness of BMW: 8 Conclusion 9 Reference 10 Introduction Advertising and Promotion is the most common, popular and important word in any business arena. Advertising means one type of business communication which fulfills the public interaction...
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