ADVERTISING AND PROMOTION IN BUSINESS

..........................) .Assignment ON ADVERTISING BUSINESS AND PROMOTION IN Submitted to: (......

........# &.........................................................................................................................................................0 &.................................................Submitted B : (..............................................................................................................................................................&.......# TAS$ %& S!OPE O' MAR$ETING !OMMUNI!ATIONS.........................) ORGANI*ATION O' T+E ADVERTISING AND PROMOTION INDUSTR................................................................." S!ENARIO..................) ABSTRA!T...&!OMMUNI!ATION PRO!ESS APP(IES TO ADVERTISING AND PROMOTION IN SAMSUNG ......................................................... AN ASSESSMENT O' +O/ PROMOTION IS REGU(ATED......................................................................................................................0 .............................." INTRODU!TION.............# &................." RE(EVANT TRENDS IN ADVERTISING AND PROMOTION AND IMPA!T O' I!T..........

.......%... T+E RO(E AND SIGNI'I!AN!E O' ADVERTISING..&4 /OR$S !ITED................ memory storage and accessories......................... and the role of advertising in an integrated promotional strategy and explained with how branding used to strengthen a product or business....... 'OR A BUSINESS OR PRODU!T.................................................... besides that explains how the promotions are regulated....................... hey made the name #amsung as $uality and build a strong brand name than #ony by the year &''( and increases profit from )&...... #cenario he #amsung Company deals the $uality products of mobile devices................. home appliances.... #amsung focused on price over $uality...................+ billion in &''......................... ..... video...............& billion to ) &*.& T+E RO(E O' ADVERTISING IN INTEGRATED PROMOTION STRATEG................................................. A REVIE/ ON !REATIVE ASPE!TS O' ADVERTISING............................." T+E /A.2 ).........2 ).......S O' /OR$ING /IT+ ADVERTISING AGEN!IES............................... print solutions.. ...................................... !inally it reviews the creative aspects of advertising and examines the ways of wor"ing with advertising agencies..... he current position comes up with cheaper price and $uality than competitors of #ony and Mitsubishi..3 )............................................... such as a lower price than very top names...&4 Abstract An illustration of communication process applied by Advertising and Promotion Industry and the steps to organize it............TAS$ 1 )... audio........................ camera...................... computer..... Moreover explains the current trends in the industry with the impact of IC .................3 )... he #amsung Company comes up in the mar"et with the strategy of repossession.&4 !ON!(USION...........) /+AT IS BRANDING AND +O/ IT STRENGT+EN A BUSINESS OR PRODU!T...............................

moreover to offer and exchange products and services of value to others. he nature of the mar"eting communication is. In addition it is a philosophy based on consumer orientation and satisfaction with ob1ectives of profit ma"ing and consumer satisfaction. I and communication technologies and other forms li"e newspapers. pricing policies. system of interacting business activities and managerial function and social process. sign boards. According to American Mar"eting Association . it is an economic function. the legal process of ownership transfer. consumer satisfaction and mar"eting control."Marketing is the performance of business activities that direct the flo of goods and services from producer to consumer or user!" he mar"eting communication influencing the day to day life of people in each and every moment in different forms. he communication process dynamically wor"s in advertising and promotional campaigns. as" -. promotion. besides that the electronics.&''*/.Introduction he Advertising and Promotion strategy has a significant part to reposition organizations to higher levels such as branding a product or business. According to "otler (#000) .. he scope of mar"eting communication consists of identifying the needs and wants of consumers.. magazines even mouth advertisements may influence every moment. #cope of Mar"eting Communications AMA (1960) . production planning and development. “”Marketing is an organizational function and set of processes for creating. he existence of organizations depends to influence people by mar"eting communication techni$ues and competing with competitors and reached to customers by offering goods and services from the manufacturer to users. distribution. . communicating and delivering value to customers and for managing relationships in a way that benefits both the organization and the stakeholder 00 he mar"eting communication is set out as an organizational function consists of processes to create communication with the users and managing the relationship with them for the benefit of the organization and sta"eholders."A societal process b$ hich individuals and groups obtain hat the$ need and ant through creating% offering% and freel$ e&changing products and services of value ith others!" he mar"eting communication is a public oriented process of creating the needs and wants. the study of consumer behavior.Communication Process Applies o Advertising and Promotion in #amsung 'efers to ((usiness dictionar$% #01))% the communication process is% **+he sharing of meaningful . he creative aspects of advertising help to branding and strengthen business and product. the mar"eting communication media should vary.

It is structured and ma"es the audience experience with dimensions of communication.# including a 5( foot electronic billboard in 6ew 7or" and high profile presence at 8lympic 9ames in #alt :a"e City..esides that promote standards. sponsorships and staff structuring. advertising. mar"eting. media. . #amsung3s (( advertising agencies consolidated into one and )2'' million spent on the global IMC in &''& and out of that )+' million spent in 4. distribution and focused mar"ets and groups. herefore communication needs audience and the audience experience interconnected with tools.s intended message! -n business% the effectiveness of a compan$.www. he various ways of actions can be used for promotion such as. message and people and processes. publicity.. Promotional activities lin"ed to sales.slideshare. .s internal and e&ternal communication process has ver$ often been important to its overall success!.& 8rganization of the Advertising and Promotion Industry Promotion is the part of mar"eting business and mar"eting is the process of audience awareness by adopting strategies to maintain product or service awareness to customers and generate continued demand. face to face.Marketing is the process b$ hich an organi/ation relates creativel$% productivel$% and profitabl$ to the marketplace! #) Marketing is the art of creating and satisf$ing customers at a profit! )) Marketing is getting the right goods and services to the right people at the right places at the right time at the right price ith the right communications and promotion!. .net/. economic and social..! Source. he advertising strategy implemented by the advertising agency and generates audience experience.22+ change image by manufacturing more upscale products with top of the line offerings also focused price over $uality through discount chain stores. Promotions are adding value to the purchase price and promoted with advertising tools.. he organizations of advertising and promotional industry formed for not only the motto of exchange ideas and wor" together but also enhance reputation.. #amsung labeled the products right there with the $uality and change of image supported by advertising and promotion.. #amsung repositioned its products upward and since ./marketing-communication-process-889. According to "otler%.information bet een t o or more people ith the goal of the receiver understanding the sender. Advertising and promotion are the significant part of the economic system.

the communication regulator. ?asy Approach to argeted Audience also ?xtremely Interactive and Any ime. herefore utilization of those opportunities with the framewor" of advertising and promotion campaigns and they thin" globally and selling locally.he ?uropean !ederation of #ales Promotion &.>/ he Advertising #tandards Authority . unnecessary purchase. cooperation between other advertising bodies and sales promotion.8! / has right to fine and A8fcom3 is co-regulatory..% and Badio advertisements to A#A. he #amsung coordinated (( advertising agencies globally to communicate with audience by strategically planned and developed plans and . . 8ffice of !air rading . ?ACA. contributing to downfall of value system. he media in IC include internet. It has wonderful scope such as. by affecting the advertising code.e-68 ?# M. Advertising has many responsibilities and it accuses of encouraging materialism and consumption of stereotyping. ?!#P. he advertising regulation is the laws and rules defined to advertise the products in a particular region in different aspects. promotions and direct mar"eting in the 4. In 6ovember &''*.@ and ?4 laws. he online paid and nonpaid advertisements and 4. ta"ing advantage of children. PMC?. Anywhere Mar"eting.Committee of Advertising Practice and . A8fcom3 contracted out day to day responsibility for regulating . Moreover maintain professional standards. . herefore the regulatory bodies are established to control and monitor the advertising system. A#A council ad1udicate complaints.A. online stores and social media. using sex to sell.CAP . ?!#P. &'. timing and content. &'.&/ he main organizations in advertising and promotion Industry in ?4 are. Internet Advertisements.?uropean !ederation of #ales Promotion *. &'.lobbying and arrange an awards for recognition.. .@. he advertising codes created by CAP . manipulating behavior. besides the enhancement in strategically approach to globalized consumer mar"et let global companies use the opportunities globally.@ based websites also come under non-broadcast CAP code.he mission of the ?uropean Association of Communication Agencies >.. he A#A is independent and protects customers and also it reflects 4.roadcast Committee of Advertising Practice/.> An Assessment of <ow Promotion is regulated he brand building is vital to the competitive mar"et and advertising has an important role to build the brand. Mar"et ?xpansion through in Mar"et ?xpansion through the internet and social media allows faster communication and brea" through boundaries and it is Cost ?ffective. .* Belevant rends in Advertising and Promotion and Impact of IC he Information and Communication echnology is a vital part of life and business.<4=s.> / Instead of broadcasting advertisements.A#A/ established in . he rapid progress in IC and globalization. sensing using IC to brea" the boundaries by website. li"ewise advertisement placement.25& by the Advertising Industry and responsible for regulating the content of advertisements.A#A. television and mobile phone and also gain an edge over non IC promotional materials of brochures. he IC made revolutionary changes and trends in mar"eting. In mar"eting it used for to generate audience experience or awareness. posters or billboards due to advantages in promotional material.Promotion Mar"eting Council of ?urope ..

and Micron echnologies. he integrated promotional strategies have significance to achieve the sales targets. . personal selling. It benefits all those who involved with the process including society that it prevent illegal and malpractices in the society.#. direct marketing and sales promotion. brand awareness.M. effective communication development consists the following of!" he • • • • • • =ecide the target audience and stic" with them. =esign message with getting attention. traders. moreover it has rational. It helps to inform people about the available products and different useful products. #amsung possess a position of (th in patent rights behind I. &'. he change of image with the slogan A=igit AllD ?very one3s #upported0 and price on $uality made #amsung E#amsung means Fuality0.>/ as" C &. CA686. Advertising helps customers to collect information. brand switch and switching bac". integrated mar"eting defined as. The tools for integrated marketing communication are public relations. generate desire and obtain action.Management #tudy 9uide . It includes the mass population and using different media with a variety of techni$ues and methods to suit the advertising strategy. .>/ #amsung planned to become the mar"et leader in electronics brand with strong brand name than #ony by the year &''( and introduced low end products in the 4. people and process and messages. he Advantages of 4sing IC . ESynergic Approach to achieving the objectives of a marketing campaign through a well coordinated use of different promotional methods” It is framed in a unified force together with the aspects of marketing communication. 6?C.esides that the advertising is vital to the competitive business atmosphere and also vital to the producer. &'. advertising. he continuous improvement and advertising strategy also reflected in the turnover and profit. select right product with the right price and $uality and it helps producers and sellers to increase sales and understand competitors to plan to competency level. continuity. he ob1ectives of advertising consist of trial. brand attitude and brand purchase intention. hold interest.generated audience experience by various tools. he Bole and #ignificance of Advertising Advertising is the prime method to communicate with people.. emotional and moral appeals #hoose the media and type of communication channel like personal or non"personal Selection of message communication #o"ordination of feedback source in personal or non"personal . customers and advertising agencies. &. =etermine the communication ob1ective with category need. he change of image supported change in advertising and promotion with a )2'' million global IMC with(( advertising agencies globally.usiness or Product Befers to American Association of Advertising Agencies. . media. he Bole of Advertising in Integrated Promotion #trategy for a .

mind% mainl$ through advertising campaigns ith a consistent theme! (randing aims to establish a significant and differentiated presence in the market that attracts and retains lo$al customers!. readiness stage of buyers. therefore creative and expressive talents re$uired to produce effective advertisements. he art director responds to the creative brief by communicating ideas or moods visually. 2013) #amsung organized (( advertising agencies all over the world and utilized the creativity of the people from different parts of the world to branding the products locally.. (Zeepedia. he creative advertising consists the aspects of the creative process.usiness or Product 'efers to ((usiness dictionar$% #01)) branding is% *.$here are factors to fi% the communication mi% such as type of product or market like a push or pull strategy. graphic artists for to layout the visuals. to be a strong brand name than #ony by the year &''(. because #amsung builds the its products as branded items gradually and made products with (uality and spent for advertising and generated result in turnover and profit $hose changes supported by advertising and promotion &. product life cycle stage and organization&s market rank Advertising has a significant role in an integrated marketing system in real applications $he recent practices and developments in social media. advertising campaign. Copywriters and art directors are the main part of it.randing And <ow It #trengthen a . o build the brand name.> A Beview on Creative Aspects of Advertising he creativity in advertising demands a higher s"ill to write the words and slogans for advertisements. he success in branding created an image and difference in presence attracted the loyalty. creative person and creative situation and the creativity rules are. hey wor" with business owners and dig out the brand3s business problems. moreover put the product into a center of commerce. such as.com. difference in presence and attracts loyal customers. transformation of strategy into real advertisements. hen continues with media planners. besides that build the name e$ual to $uality. design thinking and impacts globalization made advertising more significant 'ntegrated marketing strategies benefits from a mi% of the advertising tools. he definition points out that the branding process consists of a uni$ue name. he advertisement . don3t let it stand alone. o achieve the change of image has supported by advertising and promotion. he revolutionary period of #amsung goes through these steps. #amsung focused on price over $uality and sold lower price than toped names. &. branding. promise to customers. it spreads the message to the audience and it confirms the message reached into the audience $he traditional marketing and public relations effort to draw upon the dynamic power of online communication including social media #amsung3s advertising strategy reveals the benefits and importance of advertising. with a theme.+he process involved in creating a uni0ue name and image for a product in the consumers. he creative department is the place where the campaign comes together and great ideas generated and visualizing. s"ill as well as creative and innovative talents bases the success. produce the product relevant to customers. he "nowledge. production department turns the idea into reality.& Ghat Is . the strategy of #amsung defined for that.

en)a)>apanese)t#eory% ?ustomer @etri(sA11.'ov. besides that it should be within the law prescribed.anu. because once the brand created it has a separate entity than mere products. January 10 .ase.ans&ers. January 16 . businessdictionary. !etrieve" January 16.!*5I46S mana'ement$ #ttp$%%&&&. (2013.-usinessi#u-. January 16 . (2013.so'%poli(y%mo-ile/"evi(es%(#00s01. from t#e Department for Business Innovation & Skills$ #ttps$%%&&&. he local advertisements re$uired local "nowledge to influence the customers. &'. businessihub.au. !etrieve" January . !etrieve" January 10. orks !ited Department for Business Innovation & Skills.uk%6e&s)resour(es%8*2s.com. 2013. Customer Metrics411.* he Gays of Gor"ing with Advertising Agencies he custom of wor"ing with advertising agencies is wor"ing with clients to develop and sustain the product or brand that both they together serve with consumer awareness and insight through creative and innovative media delivery s"ills.#en<20&as<20t#e<20*S* <20esta-lis#e"= Business "i(tionary.-usiness"i(tionary.A @nowledge . !etrieve" January 16. January 16 . !etrieve" January 16. 2013.or'%learn)a-out)3uality$ #ttp$%%as3.or'%learn)a-out)3uality%3uality)assuran(e)3uality) (ontrol%overvie&%overvie&. !etrieve" January 20. January 22 . (2013.or'. he brands are more than a product or service. &'. herefore the absolute aim of the advertising and promotion activity is brand creation. .ssays in +u-li( Se(tor !eform$ #ttp$%%epress. #amson succeeded to coordinate the agencies throughout the globe and utilized their artistic and creative both globally and locally. January 16 .M.e"u. (2013.au%an.edu. in a factory! a brand is something that is bought. !etrieve" January 27.#tml Answers.(om%"efinition%(ustomer)satisfa(tion. http://epress. by a customer A competitor can copy a product) a brand is uni(ue A product can be (uickly out"dated) a successful brand is timeless ”” herefore the role of advertising agencies is to take part the transformation process of product or service to brands by positioning the offering to consumers the benefits and role of the product. January 20 . 2013. from &&&.or'. Quality Assurance and Quality Control.ase. the advertising and promotion plays a significant role in the sustainability of the organization and it can use its creativity and innovative s"ills for transforming mere products to a brand. Product safety for manufacturers. from * +assion for +oli(y ) .should suit not only internationally but also locally. from 4+. (2013.(om$ #ttp$%%&&&.> /% ““A product is something that is made. 2013.#tml -usinessi#u-.asa.(om%topi(%operations)mana'ement)1 *S*. (2012 . (2013. besides that communicate the brand&s uni(ue personality Conclusion o recapitulate.#tml *meri(an So(iety for 2uality.(om$ #ttp$%%&&&. !etrieve" January 22.asp9:.(om%kai. 2013.-usiness"i(tionary. from &&&.-usinessi#u-.A @nowledge . from %as3. 2013. ASA .uk$ #ttp$%%&&&. (2013.asa.uk%pro"u(t)safety)for)manufa(turers * +assion for +oli(y.> / 'efers to (M. 2013.anu. from #ttp$%%&&&. &.com.

2013.p"f @ana'ement Stu"y Fui"e . !etrieve" January 10. +b.#tml Insi'#ts @ana'ement 5ools.(om%stru(ture)promotion)in"ustry)3A376. 2013.n'lan". !etrieve" January 21. (2013 . * Ban"-ook 4f @ana'ement *n" Gea"ers#ip$ * Fui"e 5o @ana'in' 8or !esults. .arti(les-ase. (2013.S @B*$ #ttp$%%&&&.#tml<20parentlo( 6IS5. +p.. 2013. (2013.2I. S. Articles(ase. !etrieve" January 10.(om%te(#nolo'y)arti(les%(ost)minimi. (2002 . %he Structure of the Promotion &ndustry .#tm @B* Dno&le"'e Base.u"/#uality/#ms.'ov. 'andlin Customer Complaints: Practical (est Practice )uides. @i(#ael *rmstron'. !etrieve" January 27. (2013 .(fm 49for"Gearnin'Ga-. from .(om%2012%07%m-a)notes)re'ulation)of) a"vertisin'.(om%(e9%(e9&e-. 2013. from *rti(lesBase. +. January 10 . (2013. In 5. @(?orma(k. (2001 .nsf%<27Fet+a'es <2E%?*?ADB21E30B7. S. from e) 645.(ustomere9pressions. 2013. Fiese.-ain.(&%in"e 9. o!.(om ) 8ree *rti(les Dire(tory$ #ttp$%%&&&.6?.(om%(ustomer) satisfa(tion. (2013. January 2E . @arketin' (ommuni(ations$ 5#e s(ope .!84!@*6?.2EA Jayalat#. @. !etrieve" January 11. 120)130 . !etrieve" January 27. (entral sout#ern .ation)an")value) ma9imi. @i(#ael *rmstron'. o!.uk%ema/uk/#e/sla(k/opsman/A%10%AA01%11AA721.investope"ia. 171 to 1E0 . January 10 . 120 +entonville !oa"$ Do'an +a'e Gimite". ?. from -usiness-alls. S. 4(to-er 10 .m-aknol. 5.(o. January 20 .#at t#ey "onHt tea(# you at Barvar" Business S(#ool. .investope"ia.16. Pearson 2ducation. (2013.GG. J. A 'andboo" +f Mana ement And 0eadership: A )uide %o Mana in 1or $esults (p.$ Bantam Books. January 27 .(om%marketin')mana'ement%role)an")fun(tions)of)a"vertisin') a'en(ies% @(?orma(k.(om$ #ttp$%%&&&.#tml BCDs. ISB6 0)00)636E13)0.enotesm-a. www.or .I4!D.1fDBDE I)si'#t. in!estopedia.mana'ementstu"y'ui"e.nist. 8e-ruary 23 . from ?ustomer @etri(sA11$ #ttp$%%(ustomermetri(sA11..(om%terms%3%3uality) mana'ement.hat they don/t teach you at 'ar!ard (usiness School (pp.(o.(#ron. !etrieve" *pril 2013. from #ttp$%%&&&. from t#e B!IDF. $e ulation of Ad!ertisin .ecti!es and &mportance of Ad!ertisin . from small-usiness. B. .pearsone".ation)from)an)operations)mana'ement)perspe(tive)1232130.m-aknol.uk$ #ttp$%%&ps. 2013.(om$ #ttp$%%small-usiness. ( 2011 . 2013 . January 11 . from Insi'#ts @ana'ement 5ools$ #ttp$%%&&&. In @.(om%o->e(tives)importan(e)of)a"vertisin'. !etrieve" January 10.n'lan".amsrevie&.*87121007E00A1. bain. January 10 . 2013.#tml Department of 5ra"e an" In"ustry. (2013. ( 200E. D. 2013. January 27 .#tml Joan G. ?. !etrieve" January 22.com * .(om$ #ttp$%%&&&. 2013. 2013.com/publications/articles/mana emen. 6i'el Sla(k. +!4F!*@$ #ttp$%%&&&.'ov%-al"ri'e%enter%self.(om%pu-li(ations%arti(les%mana'ement) tools)2011)total)3uality)mana'ement. 2013.pearsone".nist. 49for". from (ustomere9pressions.(om$ &&&. D.asp:a9.S @B*.uk%3uality%3ms e)645. (2013. M(A -nowled e (ase."ti. from #ttp$%%&ps. from @SF$ #ttp$%%&&&. January 21 . www. B. . (1E76 . 6. !etrieve" January 2E. ( 2013 .dti. *.or'%arti(les%'iese01)2000. from #ttp$%%&&&. !etrieve" January 20.asp9 Investope"ia. amsre!iew.J?. .com.or'$ #ttp$%%&&&.amsrevie&. G46D46.(#ron.(om%marketin$ #ttp$%%&&&. !etrieve" January 2E.

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