ADVERTISING AND PROMOTION IN MARKETING

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

........$ &...............................................................................................................................Submitted B : (.....................&!OMM#NI!ATION PRO!ESS APP(IES TO ADVERTISING AND PROMOTION IN SAMS#NG ..............................AN ASSESSMENT O' +O....................................................................$ &.............................................................." INTROD#!TION..................." S!ENARIO..................................................................) ABSTRA!T.........................................................................................$ TASK %& S!OPE O' MARKETING !OMM#NI!ATIONS......................................." RE(EVANT TRENDS IN ADVERTISING AND PROMOTION AND IMPA!T O' I!T................................. PROMOTION IS REG#(ATED.................................................................../ &...........................................$ &.........................................../ .......) ORGANI*ATION O' T+E ADVERTISING AND PROMOTION IND#STR..........

......... Samsung focused to price over quality...... T.& T+E RO(E O' ADVERTISING IN INTEGRATED PROMOTION STRATEG....................... and the role of advertising in an integrated promotional strategy and explained with how branding used to strengthen a product or business................... memory storage and accessories..A REVIE.....V................. such as lower price than very top names..............3 ............. audio.................................S O' ....... besides that explains how the promotions is regulated..2 ).......... camera.................... T+E RO(E AND SIGNI'I!AN!E O' ADVERTISING....A.....ORKING ...................3 !ON!(#SION... Moreover explains the current trends in the industry with the impact of ICT.2 ).............1 ).......ORKS !ITED........................ The Samsung Company comes up in market with the strategy of reposition.... Scenario The Samsung Company deals the quality products of mobile devices........... 'OR A B#SINESS OR PROD#!T...1 )................ ON !REATIVE ASPE!TS O' ADVERTISING.................................................... computer......................) .......TASK 0 )........................3 Abstract An illustration of not only communication process applied by Advertising and Promotion Industry but also how organize it.... The current position comes up with cheaper price and quality than competitors of Sony and Mitsubishi............. video...................... IT STRENGT+EN A B#SINESS OR PROD#!T..............................................IT+ ADVERTISING AGEN!IES.......... They made the name Samsung as quality and build a strong brand name than Sony by the year 2005 and increases profit from $2.....+AT IS BRANDING AND +O........." T+E .................... print solutions............. home appliances..................2 billion ................................ Finally it reviews the creative aspects of advertising and examines the ways of working with advertising agencies.

2009) 1. It is structured and makes audience e!perience "ith dimensions of communication# marketing# economic and social. communication process is.””. service experience based communications and unplanned marketing communications. Promotional activities linked to sales. Therefore communication need audience and the audience experience inter connected with tools. .7 billion in 2001. 1. product experience based communications. Promotions are added value to the purchase price and promoted "ith advertising tools. the marketers have interest in both internal and external communications by a business. 2013). sponsorships and staff structuring. Samsung repositioned its products upward and since 1997 change image by manufacturing more upscale products with top of the line offerings also focused price over quality through discount chain stores. The various ways of actions can be used for promotion such as. therefore the scope of the marketing communication inter connected with not only internal information and decision making system. The creative aspects of advertising help to branding and strengthen business and product. face to face.$ %rgani&ation of the Advertising and Promotion Industr Promotion is the part of marketing business and marketing is the process of audience awareness by adopting strategies to maintain product or service awareness to customers and generate continued demand. Samsung labeled the products right there with the quality and change of image supported by advertising and promotion.S including a 65 foot electronic bill board in New York and high profile presence at Olympic Games in Salt Lake City. distribution and focused markets and groups. The communication process dynamically works in advertising and promotional campaigns. Advertising and promotion is the significant part of the economic s stem. Introduction The Advertising and Promotion strategy has a significant part to reposition organizations to higher levels such as branding a product or business. message and people and processes. The advertising strategy implemented by the advertising agency and generates audience experience. (OxfordLearningLab. media. but also messages and images put across by the organization to stake holders.to $ 24. Samsung’s 55 advertising agencies consolidated into one and $900 million spent on global IMC in 2002 and out of that $70 million spent in U. In business. the effectiveness of a company's internal and external communication process is often very important to its overall success.1Communication Process Applies To Advertising and Promotion in Samsung Refers to (Business dictionary. ““The sharing of meaningful information between two or more people with the goal of the receiver understanding the sender's intended message. Task -1 Scope of Marketing Communications In the audience perspective of marketing communication. advertising. The audience experience interconnected with planned marketing communications. publicity.

(Huds. The ICT made revolutionary changes and trends in marketing.) *elevant Trends in Advertising and Promotion and Impact of ICT The Information and Communication Technology is a vital part of life and business. Market Expansion through in Market Expansion through internet and social media allows faster communication and breakthrough boundaries and it is Cost Effective. Therefore utilization of those opportunities with the frame work of advertising and promotion campaigns and they think globally and selling locally.' An Assessment of (o" Promotion is regulated The Advertising Standards Authority (ASA) established in 1962 by the Advertising Industry and responsible for regulating the content of advertisements. 2013 ) Instead of broadcasting advertisements. Office of Fair Trading (OFT) has right to fine and ‘Ofcom’ is co-regulatory. Besides that promote standards. by affecting the advertising code. In marketing it used for to generate audience experience or awareness. Internet Advertisements. ASA council adjudicate complaints. Anywhere Marketing.K. PMCE.The organizations of advertising and promotional industry formed for not only the motto of exchange ideas and work together but also enhance reputation. promotions and direct marketing in U.K and EU laws. the communication regulator. 2012) The main organizations in advertising and promotion Industry in EU are1. co-operation between other advertising bodies and sales promotion. In November 2004. television and mobile phone and also gain an edge over non ICT promotional materials of broachers. Sansung using ICT to break the boundaries by website. The Samsung coordinated 55 advertising agencies globally to communicate with audience by strategically planned and developed plans and generated audience . The online paid and non-paid advertisements and U.V and Radio advertisements to ASA. The ASA is independent and protects customers and also it reflects U.European Federation of Sales Promotion 4. ‘Ofcom’ contracted out day to day responsibility for regulating T. The media in ICT includes internet.The European Federation of Sales Promotion 2. EFSP. lobbying and arrange awards for recognition. EACA. Moreover maintain professional standards. posters or billboards due to advantages in promotional material. The rapid progress in ICT and globalization.K based websites also come under non-broadcast CAP code. 1. It has wonderful scope such as. Easy Approach to Targeted Audience also Extremely Interactive and Any Time.The mission of the European Association of Communication Agencies 3. besides the enhancement in strategically approach to globalized consumer market let global companies to use the opportunities globally. EFSP. The advertising codes crated by CAP (Committee of Advertising Practice and BCAP (Broadcast Committee of Advertising Practice). (ASA. online stores and social medias.Promotion Marketing Council of Europe 1.

generate desire and obtain action. It is framed in a unified force together "ith the aspects of marketing communication. Choose the media and type of communication channel like personal or nonpersonal. media. The continuous improvement and advertising strategy also reflected in the turnover and profit. $. The tools for integrated marketing communication are public relations# advertising# personal selling# direct marketing and sales promotion. continuity. +The Advantages of .1 The *ole of Advertising in Integrated Promotion Strateg for a 0usiness or Product Refers to American Association of Advertising Agencies. Task / $. brand awareness. hold interest. customers and advertising agencies. 2013) Samsung planned to became the market leader in electronics brand with strong brand name than Sony by the year 2005 and introduced low end products in U. The *ole and Significance of Advertising Advertising is the prime method to communicate with people. Determine the communication objective with category need. . The change of image supported change in advertising and promotion with a $900 million global IMC with55 advertising agencies globally. CANON. The objectives of advertising consist of trial. emotional and moral appeals.S.sing ICT# $-1'. (Management Study Guide . It benefits all those who involved with the process including society that it prevent illegal and malpractices in the society. brand switch and switching back. Samsung possess a position of 5th in patent rights behind IBM. “Synergic Approach to achieving the objectives of marketing campaign through a well coordinated use of different promotional methods”. traders. Selection of message source in personal or non-personal communication. Besides that the advertising is vital to the competitive business atmosphere and also vital to the producer. and Micron Technologies. Advertising helps customers to collect information. It helps to inform people about the available products and different useful products. select right product with right price and quality and it helps producers and sellers to increase sales and understand competitors to plan to competency level. brand attitude and brand purchase intention. people and process and messages. integrated marketing defined as. It includes the mass population and using different media with variety of techniques and methods to suit the advertising strategy. more over it has rational. NEC. The effective communication development consists the following of:- • • • • • Decide the target audience and stick with them.experience by various tools. The change of image with the slogan ‘Digit All: Every one’s Supported” and price on quality made Samsung “Samsung means Quality”. Design message with get attention. The integrated promotional strategies have significance to achieve the sales targets.

Integrated marketing strategies benefits from mix of the advertising tools. production department turns the idea into reality.• Co-ordination of feedback. Samsung’s advertising strategy reveals the benefits and importance of advertising. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Then continues with media planners. The art director responds to the creative brief by communicating ideas or moods visually. The success in branding created an image and difference in presence attracted the lo alt .$ 1hat Is 0randing And (o" It Strengthen a 0usiness or Product Refers to (Business dictionary. transformation of strategy in to real advertisements. creative person and creative situation and the creativity rules are. graphic artists for to layout the visuals. Copy writers and art directors are main part of it. The creative department is the place where the campaign comes together and great ideas generated and visualizing. 2013) branding is. design thinking and impacts globalization made advertising more significant. 2013) . The revolutionar period of Samsung goes through these steps# such as# the strateg of Samsung defined to that# to be strong brand name than Son b the ear $--3. To achieve the change of image has supported b advertising and promotion. They work with business owners and dig out the brand’s business problems. don’t let it stand alone. mainly through advertising campaigns with a consistent theme. The creative advertising consists the aspects of creative process.”” The definition points out that the branding process consists of a uni2ue name# advertising campaign# "ith a theme# branding# difference in presence and attracts lo al customers. The knowledge. because Samsung build the its products as branded items gradually and made products with quality and spent for advertising and generated result in turnover and profit. $. Those changes supported by advertising and promotion. To build the brand name# Samsung focused on price over 2ualit and sold lo"er price than toped names# besides that build the name e2ual to 2ualit . moreover put the product to centre of commercial. produce the product relevant to customers. Advertising has a significant role in integrated marketing system in real applications. “”The process involved in creating a unique name and image for a product in the consumers' mind.com. it spread the message to audience and it confirm the message reached to the audience.' A *evie" on Creative Aspects of Advertising The creativity in advertising demands a high skill to write the words and slogans for advertisements. The traditional marketing and public relations effort draws upon the dynamic power of online communication including social media. therefore creative and expressive talents required to produce effective advertisements. $. (Zeepedia. skill as well as creative and innovative talents bases the success. promise to customers. The recent practices and developments in social media. There are factors to fix the communication mix such as type of product or market like push or pull strategy readiness stage of buyers product life cycle stage and organi!ation"s market rank.

from %as3. 2013. 2013. from .(om%"efinition%(ustomer)satisfa(tion. (2012 .uk# $ttp#%%&&&. Therefore the absolute aim of the advertising and promotion activity is brand creation.65# $ttp#%%&&&. from &&&. Sammsung succeeded to cordinate the agencies throughout the globe and utlised their artistic and creative both globally and locally. !etrieve" January 16.or'%learn)a-out)3uality# $ttp#%%as3.edu. besides that it should be within the law prescribed.asp. (2013.-usiness"i(tionary. The local advertisements required local knowledge to influence the customers.com. (2013. from Department for Business Innovation & Skills# $ttps#%%&&&. businessihub. 2013.e"u. 2013.$tml *meri(an So(iety for 2uality. from 4+.'ov.anu. (2013.) The 1a s of 1orking "ith Advertising Agencies The custom of working with advertising agencies is work 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 skills.!*5I46S m*6*7. $. 2013.-usiness"i(tionary. !etrieve" January 10. (2013. from * +assion for +oli(y ) . http://epress. January 16 . !etrieve" January 16. January 16 . (MBA Knowledge Base. January 16 .ans&ers. businessdictionary.”” Therefore the role of advertising agencies are 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 besides that communicate the brand"s uni'ue personality.or'%learn)a-out)3uality%3uality)assuran(e)3uality) (ontrol%overvie&%overvie&. 2013. Quality Assurance and Quality Control. !etrieve" January 22. !etrieve" January 29. January 22 . January 20 . (2013. 1orks Cited Department for Business Innovation & Skills.so'%poli(y%mo-ile/"evi(es%($00s01. A product can be 'uickly out-dated& a successful brand is timeless.$tml -usinessi$u-. !etrieve" January 20.(om# $ttp#%%&&&.$tml Answers.or'. ASA . The advertisement should suits not only internationally but also locally. the advertising and promotion plays a significant role for the sustainability of the organization and it can use its creativity and innovative skills for transform mere products to a brand.com. 2013. 2013 ) #efers to $M0A 4no"ledge 0ase# $-1' .uk%6e&s)resour(es%:*2s.au%an. !etrieve" January 16.or'.<=$en>20&as>20t$e>20*S* >20esta-lis$e"? Business "i(tionary. %%A product is something that is made in a factory: a brand is something that is bought by a customer. Product safety for manufacturers.8.au. January 10 . from $ttp#%%&&&. The brands are more than a product or service.uk%pro"u(t)safety)for)manufa(turers * +assion for +oli(y.ssays in +u-li( Se(tor !eform# $ttp#%%epress. (2013. because once the brand created it has a separate entity than mere products.Samsung organized 55 advertising agencies all over the world and utilised the ceativity of the people from different parts of the world to branding the products locally. A competitor can copy a product& a brand is uni'ue. Conclusion To recapitulate.asa.asa.(om%topi(%operations)mana'ement)1 *S*.anu.

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