Advertising and

Promotion in Business

Table of Contents
Task 1) The Scope of Marketing Communication................................................................................................................................................2
Marketing communication, Advertising and Promotion...................................................................................................................................2
Organisation of Advertising and Promotion Industry.......................................................................................................................................2
Regulating the Promotion..................................................................................................................................................................................3
Current trends in Promotion and Advertising...................................................................................................................................................3
Task 2)Role and Impacts of Advertising...............................................................................................................................................................3
Advertising in an integrated Promotional Strategy...........................................................................................................................................3
Branding and strengthening the Business.........................................................................................................................................................3
Various creative aspects of advertising.............................................................................................................................................................3
Major ways of working with an Advertising Agency.......................................................................................................................................4
Task 3) Below-the-line Promotional techniques and Uses....................................................................................................................................4
Primary BTP and Their uses..............................................................................................................................................................................4
Evaluate Below the line Promotion techniques.................................................................................................................................................4
Task 4) Ability to Plan Integrated Promotional Strategies....................................................................................................................................5
Budget Formulation Process for Integrated Promotional Strategy...................................................................................................................5
Development of Promotional Plan....................................................................................................................................................................5
Plan for integrated Promotional Techniques.....................................................................................................................................................5
Appropriate Technique for measuring Campaign.............................................................................................................................................6
References.............................................................................................................................................................................................................6

Task 1) The Scope of Marketing Communication

Marketing communication which is a fundamental and complex part of companys marketing practice. Loosely it can be defined as all the
messages and media deployed to communicate with the market for business.

Marketing communication, Advertising and Promotion

Marketing, advertising and promotions are often used interchangeably in business which is small in size and profit. But they are actually not
all the same. According to Kavin Lane Keller (2009), Marketing, an objective discipline that involves the research market, creating the
market , reaching the market and distribute in the market. According to Dacko Scott G.(2008) classic advertising strategy includes
demonstrating the need or problem of potential customer; offering a solution for helping to fill that need or solve the problem and to show
how product and service does that; where good advertising sells the benefits of a product or service rather than simply discuss the product or
service. Kerin Roger A(2012); he stated promotions are events activities that create and increase awareness about the business product or
service
So it is very important to understand the difference of this and also how marketing communication processes to deal with the businesss
advertising and communication. Armstrong , Kotler, Gary and Philip expressed that the process of marketing communications should
process the following regarding advertising and promotiona)
b)
c)
d)
e)

market analysis.
design the market strategy
marketing mix choose so-called
managing customer relationships
implementing and control
preferences at the- location,
Spatio- temporal behavior pattern analysis,
Customer insight

MArketing
Analysis

Select the target market, Segmentation

Designing
Maketing
Strategy

Varrying location-base advertising,

product, price and place, Promotion

Marketing
Mix

Capturing the value from the customer in turn to know about the
product or service

Customer
Relationship

Location -Based Analytics

Measuring the KPIs,

Implementi
ng and
Control

Figure 1: Marketing Communication process diagram applying advertising and promotion.

Organisation of Advertising and Promotion Industry

Centralized system works under the organization of advertising and promotion industry. Such industry organizations including work with
innovative advertising and marketing manager director, purchasing and sales agents and financial staff. According to belch, five types of
organizations advertising and promotion industry. First, it is advertisers or clients such as any company that need advertising from Lundy
LTD. Another organization is the production and sale of ad companies. Advertising company hired by advertisers innovation and
implementation of some or all of the advertising effort. From article published their website www.bmw.com, BMW of North America as a
hired MDC Partners and Kirshenbaum Bond Partners. The company will create the BMW brand image with the United States national,
regional and dealer level. The agreement is $ 160 million, the amount of at least three years and pertussis. Media mechanism provides a way
to achieve the foreground; Used to provide information or entertainment media audience. However, according to media publicity planning to
create an environment in which the company's communication message may reach the customer. The main purpose of the media is a tool for
businesses to market themselves to reach their customers. Another type of organization is a professional marketing communications
services. These organizations have expertise in certain areas of advertising and promotion and the provision of services in their areas of
expertise. Institutions, such as favorite websites interactive advertising agencies, PR firms, such as the agenda, ABI, sales promotion agency
is a professional marketing communications services. The last of these industries are those participants who provide security services.
Artists, directors, printers, photographers, writers, song writers, self-employed freelancers, they are called advertisers supporting factors.

Kotlar et al(2005), noted all of these organizations to work together in the advertising and promotion industry to achieve a common goal.
That is to effectively communicate with consumers and create a positive brand message and remarkable impression among them

Regulating the Promotion

Regulation of promotional activities depends on the promotion of the risks and possible impact. If the promotion of the company with a high
risk factor nearly immediately withdraw or modify its future activities (in Bagwell, 2007). Formal enforcement action has also to regulate
promotional activities. Thematic work is to determine whether there is a market problem has been ignored. Misconceptions they may focus
on misleading news, news, results and return on investment promotion website on. In BMW's case study found that, after they changed and
for luxury car buyers to conduct special studies to enhance their publicity in 2005. This promotion has changed its regulatory direction to
create a new brand image. Found that their message is not correctly perceive the buyers, the BMW steel and May 2006 to recruit a new
advertising agency. Who replaced the company's over-emphasis on performance driving "in the past 33 years, the concept of" corporate
philosophy "Such regulatory tools are used to control the flow and effectiveness of promotional activities.

Current trends in Promotion and Advertising

Boone and Kurtz (2007) said Current trends in advertising convey the meaning of the brand with a wide range of information and technical
audience. Advertising is a dynamic profession. Wireless communications and globalization are the current trends in the use of advertising.
Advertising is becoming a new trend because it is more complex. About the fact that advertisers are now not only have to think about a
business innovation, and they must evaluate effective way to achieve communication with customers. Interaction with prospects open new
doors of opportunity for advertising. Internet connection and can easily convey the brand message with customers through mobile
communication call centre. However, readers agreed that from new forms of advertising revenue increasing revenues from traditional media
is declining (Terence, 2010). Integrated Marketing Communication (IMC) is another new trend in advertising methods. All marketing
communications messages single message it sends to promote unity and ultimately the brand's objectives. Globalization has brought
dilemma - Whether it is focused on global or local advertising ad; How useful is the standardization of advertising; How much consistency
is needed to reach customers;
The most important factor to consider is that advertising is a purposeful act. Therefore, it must be in such a way that it does for those people
who get to see it or touch it (Frank Atkinson, 2013) has some influence or impact generated.
Role in Lundy LTD's advertising and promotion of information and communication technology (ICT) is critical for the success of the brand.
What services the company launched five short films, to promote the company's active page for the clients products. It can also be used for
entertainment media such as movies and create buzz among consumers. Featured been shown in the James Bond movie is an effective
measure. Further addition of three short films produced by the companys clients, and launched them on their official website. The use of
interactive media, and use other media to create a buzz in the interactive media proved to be a successful move.

Task 2)Role and Impacts of Advertising

Advertising plays so a strong role for any company to reach their client. So for integrating the business advertising and promoting is
necessary and also for business management for improved quality assurance.

Advertising in an integrated Promotional Strategy

According to Moriarty, advertising is the marketing communications arsenal (Moriarty, 2009) is another element. It is an integral part of an
integrated marketing strategy. Advertising is advertising a variety of purposes and exchange different types of prospects mass media
campaigns and other tools. Advertising and other marketing tools, such as sales promotion, public relations, personal selling, various direct
marketing, digital marketing and other aspects. As advertising through radio, newsletters, business directories, kiosks, TV, movies, websites
and other media to reach consumers decide which tools are important elements of effective positioning of the brand message. Mass
advertising to reach consumers. In addition, advertising can also be used to create and prospects, such as using e-mail (Skjott Larsen, 2007)
personal relationships.

Branding and strengthening the Business

Brand is the importance of the product, the company and the consumer attributes. It can be used by an image, symbol, logo or slogan to
complete. The basic purpose of branding is to create product differentiation for the company. According to Martin Lindstrom, brand is a tool
to create and change the company (Taylor, 2000) reputation in the market. Brand helps huge product development. Creating a brand from a
company's products work together expect the company to meet consumer expectations, so the continuous research and development is done
by the company. This will lead to other favourable factors for consumers and companies. The companies gain a competitive advantage by
producing differentiated products and consumer services and products for new or updated version. Building consumer brand loyalty and
long-term relationships consumption (Greg Stein, 2010) enhanced products. BMW, Ferrari, Nestle, Nokia is a multinational giants. Brand
building customer relationships, such slurry celebrate multinational giants. The Lundy company can advertise through this popular branding
process for its clients and give their best service.

Various creative aspects of advertising

Advertising is a dynamic medium, creativity is a must thing through this medium to get attention. No creativity can survive by confusion in
the competitive market of advertising cuts. Creative aspects of advertising strategy focused on creating intelligent and sharp advertising that
will encourage consumers to buy the product (belch, 2009). Advertising strategies in four areas as follows:
a)
b)
c)
d)

Consumer demand for the product-related

Promising value to customers
Collaboration with the brand message
In the center of the product Personals

A successful advertising campaign using these strategies to create impulses and consciousness, so that consumers understand the product;
These strategies evaluated only when it creates a positive impact on the client is successful. A successful advertising campaign can be used
for branding and rebranding products. One example is the creation of Vodafone "Zoozoo", the success of this event was renamed "Hutch
Vodafone" in the Indian subcontinent (Taylor, 2000).

Major ways of working with an Advertising Agency

Different ways of cooperation with advertising agencies
a)
b)
c)
d)
e)
f)

Partnership proxy client

In-house
Part of the recruitment advertising
All recruitment advertising efforts
Creative boutiques
Media

Choosing an advertising company which agencies rely on the fact that best meets the evaluation of the organization; When advertisers do
not have it in-house full-time or part-time agency to choose. The choice will depend on the needs of advertisers.

Task 3) Below-the-line Promotional techniques and Uses

BTL is a series referred to as below the line marketing techniques. The following line marketing, including direct marketing via mail or
email, promotions, marketing communications, exhibitions and telemarketing. Above the line marketing is the advertising media, such as
print, film, radio, television, outdoor posters and the Internet. Use of two or more lines and marketing activities following techniques are
known as motion line by line

Primary BTP and Their uses

Below-the-line promotion (BTP) following main technique used to promote the sale of short-term. They are used in accordance with the
strategic needs of the market and competitors in an integrated marketing strategy in different ways. Some technical BTP and promotional
strategies used are discussed below:
a)
b)

Price promotions. Save the form of this technology. At current prices or to cut the price of the product is more effective strategy.
Price promotions may damage the reputation or brand image. Or it can increase sales only for a short period of time. So to use
this tool very carefully brand
According promotes and Social Survey (2010), an increase in the cost of BTP and inflation economic times can serve as a very
effective tool.

c)

Evaluate Below the line Promotion techniques

In line with the promotion of the following are some other techniques are (yourbusiness.azcentral.com/btl-marketing-2150.):
a)
b)
c)
d)
e)
f)
g)
h)
i)
j)
k)

Coupons to consumers
Provide refunds to consumers, if not satisfied with the product
Organize competitions and give the purchase price
In the form of lucrative offers frequent user incentives
Sales spots
Door-to-door Selling (DDS)
Sponsorships
Loyalty Program
Trade-in
Trial generation and free sampling.
Rebates, promotional pricing

These all above are the primary promotional techniques that can be adopted for Lundy LTDs clients promotional services; which will allow
them to do increment their business path a long way.

Task 4) Ability to Plan Integrated Promotional Strategies

Budget Formulation Process for Integrated Promotional
Strategy
According to Greg Stein, in order to continue to grow, the company must attract and retain customers, therefore, need to meet a specific
budget (Greg Stein, 2004)
An appropriate method, the estimate developed through the following steps:
a)
b)
c)
d)
e)
f)

Observable market environment

Assess the weaknesses and strengths of the brand
Establish a competitive marketing strategy
Coming up with the latest plan
Implementation plan to achieve the goal
Obtaining execution feedback

Development of Promotional Plan

For a business or marketing plan is whether the product is an established brand or a new company designed its own plan based on facts.
Target marketing plan set, set a time limit for achieving these goals, enrich the brand and accountability, and provide budget. Process:
a)

Begin to imagine the business to create the image in consumers' minds. As the case of Lundy LTD, they imagine a highperformance service project with an initial budget of 16000.00 which provides consumers with the image of pure advertising
pleasure.
The next step is to determine the target market.
So companies need to outline all the features of the product, combined with the core information in accordance with their
promotional activities
The next step is to make decisions on the budget usage, enable the funds, allocation of activity areas.
The final choice of technology and media to create a brand image that best suit the purpose.

b)
c)
d)
e)

Plan for integrated Promotional Techniques

If price incentives for the promotion of a business or product technology integration must focus on the needs of the market conditions and
the elasticity of demand, price incentives needed, as well as price incentives (Dimitropoulos, 2012), consumer response. Luxury products,
such as BMW can be used to focus on the research and development of innovative new product features promotional practices. Setting high
price positioning products, to represent it in the minds of consumers symbolic status. Therefore, if the development of high prices, branded
entertainment, high-performance, exclusive promotions integration technology, and ultimately develop an overall promotional strategy.
However, if not properly transmitted or technical conflict consumer brand message will be misunderstood. Overemphasize or
underemphasizing function or overlooking the actual needs of consumers, should be avoided (Terence, 2010)
Promotional techniques may include following for our Lundy LTD:
Increasing engagement: Customer participation is to generate behaviour change goals, self-marketing has been chasing since the
establishment of a process. With digital marketing and loyalty programs, but we have the tools to promote customer interaction approach,
experience and science, so we should learn the science of behavioural psychology, especially BF Skinner developed technology called
"Operation conditioned reflex, "to adjust our marketing programs for maximum effect. Here is what you should use the scientific validity of
five modern marketing techniques, as well as behind it.
a)
b)
c)
d)
e)

Being Grateful
Being Generous
Being Challenging
Being Surprising
To be Scientific

Using Social media: While there are many ways to advertise your social media company's goods and services, some of the advertising
technology is undoubtedly better than others. The following is an overview of the top ten social media advertising technology.
a)
b)

Select the appropriate social media sites; these are Facebook, Twitter, YouTube and Google +. Company blog is also a must.
Use video; Google recently updated sometimes confusing induction algorithm does not affect the YouTube. Video marketing is
and continues to be the best advertising one way to drive traffic to your site.
With a photograph and information; graphics, links, videos, audio files, text, etc.
Get coupons in return, without the need to promote ;
Network with others, and use cross-promotion ;
Plan your post.;
Blog on a regular basis;
Engage your audience;
To keep track of statistics;

c)
d)
e)
f)
g)
h)
i)

j)

Make sure landing pages are attractive, functional and easy to use;

Location-based Marketing Techniques: Marketing a city is a complex field, one ahead of the competition tourist destination, is the key to
success. Living in an innovative approach is a way to attract and retain visitors. Great capacity to use smart phones, marketers can create
around the city and explore the whole campaign a landmark location-based discovery.
Here are five creative ways Lundy Limited customers can help travellers make discoveries and remember
a)
b)
c)
d)
e)

Travel stories through the city.

Crowd-sourced tourist highlights.
Explore the challenges and rewards.
Multiplayer games and activities.
Usage analysis.

It is always based on real-world metrics shaping promotional activities is a good idea. By using real-time tracking analysis, you can adjust
and improve your approach on the go. One of the many things that you can achieve through the use of the use of statistics is a custom travel
experience for visitors personal feeling - this is quickly becoming a very valuable currency in the city marketing.
Focus on quality content: Quality content focussing is the most important fact in advertising and promotion of the business. As business
legends prioritise it is the core fact to focus if anyone want to survive in the long run with his/her business. So promoting on quality content
of the product can grow up the business effectively. Customers want to know their products quality first others last.
Advertising and PR blurred lines : Boundaries of common marketing communications between advertising and public relations practices
are becoming increasingly blurred, as more and more companies use a combination of approaches - or integrated marketing - to convey to
their target audiences to their message. It makes sense to take advantage of all the communication tools, said Lin Grensing- Pophal, author
of And, traditional media "marketing in mind the end." - Newspapers, television and radio - and consumers received, including media
relations and online communication efforts and other low-cost programs becoming more competitive, marketers understand the various
choices available to them.
Thinking outside the box : Marketers increasingly creative efforts to reach their potential market. Although the technology, including
skywriting, is actually quite old, and similar non-media communication technology is catching. These may include such bus or vehicle
advertising, street painting, which appeared in stores and shopping centers on the first floor cling - even in health care - on the back of the
toilet door and posters. Combination with more traditional media, these types of activities provide information integration, you can achieve
better results.

Appropriate Technique for measuring Campaign

Moriarty and so on. Measure the effectiveness of the advertising company hinted title based on five communication, profits, sales,
persuasion, and precautions (Moriarty et al, 2009). Under his proposal, a cube map is used to evaluate the use of advertising duplicate
results. Kotler et. (2005) believes that two areas need to be evaluated advertising program. The effectiveness of online marketing activities
based on page views sometimes get a few measurements

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https://www.boundless.com/marketing/integrated-marketing-communication/introduction-to-integrated-marketingcommunications/the-communication-process/
http://en.wikipedia.org/wiki/Marketing