Professional Documents
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Advertising and
promotion in
Business
Contents
Executive Summary.....................................................................................................................................3
Introduction.................................................................................................................................................3
Task 01........................................................................................................................................................3
1.1 Communication process that applies to advertising and promotion................................................3
1.2 Organizations of Advertising and promotion Industry.....................................................................3
Advertising Organization.........................................................................................................................4
Specialized Advertising Organizations....................................................................................................4
Intra Advertising Organization................................................................................................................4
1.3 Promotion Regulation Process:...........................................................................................................4
Pre-development stage.............................................................................................................................4
Product starting Stage..............................................................................................................................4
Offer oriented promotion stage................................................................................................................4
1.4 Current Trends in advertising and Promotions including ICT:.......................................................4
Task 02........................................................................................................................................................5
2.1 Role of advertisement in an Integrated Promotional Strategy for a business or Product:.............5
2.2 Branding:.............................................................................................................................................5
Use of Branding to Strengthen a Business or Product:...........................................................................5
2.3 Creative Aspects of Advertising..........................................................................................................6
Ad Copy:.................................................................................................................................................6
Layout:....................................................................................................................................................6
Branding Strategy:...................................................................................................................................6
2.4 Ways of Working with Advertising Agencies:....................................................................................6
Task 03........................................................................................................................................................7
3.1 Primary Techniques to Below-the-line Promotion............................................................................7
Price Promotion:......................................................................................................................................7
Reward challenging:................................................................................................................................7
Cash Back Offer:.....................................................................................................................................7
3.2 other techniques that used in below-line-promotion.........................................................................7
Coupons:..........................................................................................................................................7
Promotional pricing:........................................................................................................................7
Trade-in:..........................................................................................................................................7
Loyalty programs:............................................................................................................................8
Rebates:...........................................................................................................................................8
Sponsorship:....................................................................................................................................8
Task 04........................................................................................................................................................8
4.1 An appropriate process for the formulation of a budget for an integrated promotional strategy:8
4.2 The development of a Promotional Plan for a Business or Product.................................................8
4.3 Plan the integration of promotional techniques into the promotional strategy for a business or
product:......................................................................................................................................................9
4.4 Use appropriate techniques for measuring campaign effectiveness:.............................................10
Conclusion:................................................................................................................................................10
References & Bibliographies.....................................................................................................................11
Executive Summary
The todays business is basically become stronger and much more customer oriented for the sake
of branding and promotion of a business or product. The integrated marketing communications
deal with advertisement and promotion. Companies use different methods and techniques to meet
the customer needs, wants and demands. A general product or service can be a unique one
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through advertisements. These advertisement and promotional tasks must be measured with
different techniques to forecast sales, profits and costs. On the basis of industry, the advertising
and promotional policies vary.
Introduction
If a company wants to survive in the business world. The company should give attention on
different pricing, advertising, promotional and branding strategies. The marketers continuously
making different strategies to make the product available towards the customers and make them
loyal on the brand. Without branding or promotion the appropriate sales cannot be made to
purchase. By convincing customers to purchase, the marketers sale their product on the market
by making and following different policies and branding strategies.
Task 01
Advertising and promotion are the crucial element of the economic system. Its structured and makes the
people with dimensions of communication, marketing, promotion and economic. Promotions are adding
values to purchase and other promoted advertising tools.
Specialized Advertising Organizations: on the basis of products and services, some special
advertising organizations are seen in the country as well as the entire world. They generally
concentrate on a single industry.
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Intra Advertising Organization: some organizations try to focus their in house ads and
promotions. Because by doing this they can ensure their abilities on productivity of ads making
and company oriented specific promotions.
The above are mentioned organizations which are leading the todays advertising and promotion
activities.
Pre-development stage: in this stage the company collects data or specific suggestions from
the public or potential customers and the make some choices that is implemented towards
promotional activities.
Product starting Stage: in this stage the company makes promotional activities from launching
the products or services. The ads should be lucrative to peruse the customers. As it is the key
stage of promotion, the customers should be attracted otherwise it will be a mere cost not
proportion with profit or achieving expected objectives.
Offer oriented promotion stage: to make extreme sells or profits, these types of promotional
activities are carried out in certain period of time. The companies give attention on improving
product quality and handling good customer relationship through different offers..
These are the main promotion regulated process that are handled by different organizations in
their different firms current and forecasted periods
Task 02
Advertising has become a crucial point for every company for selling and making profit. It is widely
known that a good product may be out of date in absence of promotion and advertisement.
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2.2 Branding:
A brand is a title, sign, term or any other symbol or design which focuses a specific product or
service and distinguish itself from other products. Branding is associated with promotional
branding, brand management, internet branding, nationalbranding, co-branding, faith branding
etc.
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Ad Copy:Text of a print, radio, or television advertising message that aims at catching and
holding the interest of the prospective buyer, and at persuading the customers to make a
purchase all within a few short seconds. The headline of an advertising copy can be said to
the most important part, and it is quite often a little change in its structure brings
disproportionate results.
Layout:An advertising layout can be the organized style of size, color, graphics, objects and
script settlement to provide a message towards the target customers.
Branding Strategy: Branding is important for products and services to sell in huge
consumer markets. It is also important in B2B because it helps a company for stand out from
its competition. Brand strategy brings companys competitive positioning to life, and works
to position the company towards the customers.
Task 03
The below the line promotion means the combination of non-media communication and nonmedia advertising.
There are a few techniques of below the line promotion that are given below:
Price Promotion:it can be possible by reducing the price from book value that will increase
the current sales of the company as well as make loyal relationship the current and potential
customers.
Reward challenging:By providing rewards the customers will be able to purchase more and
more the will boost the organizations current sales. If they feel better, they will make
purchase continuously for getting rewards.
Cash Back Offer:if a certain amount of products are purchased, then a discount of cash back
will be offered to the customers. Certain types of coupons should be given at purchase and
those should be backed to get cash back.
Task 04
4.1 An appropriate process for the formulation of a budget for an
integrated promotional strategy:
An offerings budget is the most critical element when it comes on deciding which
messages to pursue. We can find different methods to complete the entire budget with
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integrated professional strategy. We can make an operating budget approach which is the
most appropriate budget decision of sales related promotional activities.
Basically there are three steps needs to be followed along with this operating budgeting.
1) In the first stage, the company should accumulate the production cost, marketing
medium cost. Other types of marketing and promotional costs should be
associated.
2) The transactions should be made between the organization and the ad agency.
3) In the last step, it is considered the superior step for promotion. In this stage all
the costs associated with the planned budget has to be compared.
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viewers and asked to make comments about their feelings on this ad and product or service
and the focus analyze them. If any errors occur, they make the correction of it and repost it
with correction. Generally the company can focus with a small range of customers through
press ads.
Conclusion:the
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