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 and how they are used..........................................6
3.1 Primary techniques of below the line promotion and how they are used in integrated promotional
strategy for a business of product.................................................................................. 6
3.2 Other techniques used in below-the line promotion.......................................................7
LO 4: Be able to plan integrated promotional strategies.........................................................7
4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional
strategy.................................................................................................................. 7
4.2 Carry out 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................................................................................................................ 10
4.4 Use appropriate techniques for measuring the campaign effectiveness.............................10
Conclusion.............................................................................................................. 11
References:............................................................................................................. 11
Introduction:
In order to reach its desired goal, a business firm has to take the help of advertising and promotion to
attract the attention of the customers and subsequently persuade them to buy from the firm or
business. For this, a business firm has to communicate the benefits of its product to its target
audience. If a firm can influence the customers thinking about its products or services and develop
curiously in them by effective advertising and promotional activities, it is bound to go on a long way.
So, business firms use various measures, techniques and strategies to create an unique image by
getting the attention of its customers and motivate them to buy from the firm.

LO1 The scope of marketing communication:

1.1 Explanation of communication process that applies to

advertising and promotion:
In light of advertising and promotion, communication is the message and related media used to
communicate with a targeted market. The more effective is the communication, the more people
tend to be convinced and the more a firm is to be benefited. In a competitive market, the survival
of a firm depends on effective communication process that applies to advertising and promotion.
There are many theories to facilitate this process, three of them are following:

Packards theory of eight hidden needs:

This theory was developed by Vance Packard in 1957. He stated that effective
advertisements are not necessarily aimed at satisfying basic needs. Sometimes
persuasion is more effective when the message is directed at hidden emotional
needs. His given emotional needs are:

i. Emotional security
ii. Reassurance of worth
iii. Creative outlet
iv. Sense of power
v. Ego gratification
vi. Selling love objects
vii. Sense of roots
viii. Immorality

Ranks Intensify and downplay:

This is a very simple model of persuasion described by Hugh Rank. He described the
two basic and opposite patterns of that are common to many persuasive situations.
To intensify, the persuader wants to increase the significance of certain elements to
make the other person to take it more seriously or see as important as the
persuader. Downplaying is the opposite of intensification. It can be done using the
same but reversed techniques. In addition, diversion, omission and confusion
methods can be used.

Media richness theory:

Media richness theory is introduced by Richard L. Daft and Robert H. Lengel in 1984.
It is used to describe and evaluate the richness of certain communication Medias
and rank them accordingly. It states that richer, personal communication Medias are
more effective for communication of promotional issues than less rich media.
Richness of media is measured according to its understanding time and clearness,

1.2 The organization of advertising and promotion industry

Advertising and promotional industry means business that serves other business to
carry out their promotional activities effectively. Today most firms prefer to assign
the work of advertising and promotion to advertising industry rather than do it by
themselves. As the promotional activities are much important to any firm, the firms
should choose advertising and promotional industry wisely. The core factors to be
considered while choosing the right advertising industry are:

Goodwill: The ad agency must have an adequate amount of goodwill. Unknown or

new industries are not preferable. Because it is better be safe than sorry.

Creativity: The industry to be chosen must be creative. People like creative

presentation. So to attract people the advertisement should be creative.

Knowledge and expertness: the agency must have adequate knowledge, good
deal of experience and it must have ability to understand the clients problems.

Return: Advertising might be costly. So it should be calculated wisely that if the

firm gain more than the investment or not. The return should be bigger that the
investment.

Technology: the agency should have the ability to use modern technology and
advertise in latest and most popular media like internet.

Personal preference: some unique consideration like size of industry, flexibility,

media understanding and other things can also be considered.

1.3 How promotion is regulated

Advertising in the UK is controlled through a combination of codes of practice and
legislation. To prevent cheating people by fake publicity, there are several regulatory bodies in UK that
regulate advertisements and other promotional activities. They have the authority to take actions if they
find any promotional activity fraudulent. The main three regulatory bodies are:

Advertising Standards Authority (ASA): It is an independent regulator for advertising

across all media in UK. It acts on complaints and proactively checks the media to
take action against misleading, harmful or offensive advertisements, sales
promotions and direct marketing.

Bar Standards Board: The Bar Standards Board, established 2004, separately runs the
regulatory functions on promotional activities. In ensures the quality and reliability
of a product and see that the advertising and information used in promotional
activities are consistent with that.

Committee of advertising practice: The CAP is the self-regulatory body. It creates various
broadcast and non-broadcast advertising codes administered by the Advertising
Standards Authority. It also revises them and helps the ASA to enforce them.

1.4 Current trends in advertising and promotion, including the

impact of ICT:
To keep pace with the changing taste and technology, business firms also starting to
change their view and style of advertise. Now there is more emphasis on technology
rather than traditions. So business firms are trying to develop new techniques that
are suitable to the current environment and also preferable to the customers.

ICT (Information and communication Technology) is the modern way of

communication. Communication, promotional activities and advertisements are now
totally depending on technology. To keep pace with time, survive in competitive
markets and increase profit and stock value business firms are now ever more
interested in using modern technology in communication process and advertising.
As it is easy, less time consuming, more speedy, creative and most popular to
boarder public, it has become the most used and popular method of advertising and
promotion.

ICT works with internet, e-commerce, e-mail, and other websites. At present
products, with their details are stored in these websites. People can choice and buy
from there. This is an easy and effective way to communicate with customers.

LO2 Understanding the role of importance of advertising:

2.1 The role of advertising for integrated promotional strategy
for business or product:
Advertising plays an important role in any products or firms success. It is advertising
that makes a product popular. Let us illustrate the global brand Coca-cola. In some
place, coke or soft drinks mean Coca-Cola. Why? The answer is clear. Due to
effective advertising and the role that advertising plays as an integrated
promotional strategy for it. Because of the importance role of advertising, Coca-Cola
is now spending over 6 million dollars only on promotions.

Now lets look at the roles of advertising in an integrated promotional strategy:

The main ways of promoting the global brand Coca-Cola are:

1. Traditional advertising. Showing advertisements on TV, posters and

billboards.
2. Sponsoring of sport events
3. Online promotion
4. Selling Coca-Colas collections.
5. Local promotion held by bottlers or retailers.
6. Coca-Cola now also started to use technology to make animations or cartoon
images to promote itself.

Here, Coca-Cola is using advertisement as an integrated promotional strategy that

proves the significance of the role played by adverting for integrated promotional
strategy for any business or product.

2.2 Explain branding and how it is used to strengthen a

business or product
Branding means creating trust with people concerned. In marketing terms,
branding is the sum total of a companys value, including products, services,
people, advertising, positioning and culture. Customers trust their preferred brand
because they have the idea about what they are buying and what to expect. So
creating strong branding is effective to influence clients.

Branding encourages confidence and trust. It influences not only customers but also
shareholders, employees and other third parties. It increases company value and
goodwill. Sometimes branding becomes so strong that even if the price increases,
demand does not decrease.

Branding is reflects through logo, name & stripling. People recognize the brand by
these. It helps the product/business to keep itself apart from the competition and
create unique image, helps to create more and more permanent clients and
increase the overall value of the firm.

2.3 A review on the creative aspects of advertising

Creativity is probably the most important fact of advertising. Creative messages get
more attention and lead to positive attitudes about the products. Thus highly
creative ads really inspire people to buy products or services. If a person become
amazed and touched by any advertisement, it will create a positive impact on
his/her mind. As life is becoming more and more complex, it is becoming more and
more difficult to influence people with advertisement and promotional champagnes.
This is where creativity is needed.

To make a creative advertisement, mainly three aspects are important. Creative

process, that is the process which is able to attract the attention of the clients and
force his/her to watch or read the advertisement. Creative people, who has a wide
range of imagination and whose ideas attract people. And finally creative situation,
creating a situation which makes the imaginations come true.

With the combination of these aspects, creativity in advertisement come live and
resulting in a popular and heart touching advertising.

2.4 Ways of working with advertising agency

Generally companies do their best to provide premier goods and services to their
markets. But in order to inform the customers about that, they need to advertise.
When a firm take the service from any advertising agency, it is important to foster
good relations with them to make the relationship mutually beneficial. The right
ways of working with advertising agency are:

Be flexible

The firm needs to be flexible in achieving its goal. It has to remember why you
sought the help of an advertising agency in the first place.

Its technical

There is a science behind advertising. The firm may desire a certain look, but
advertising agencies hold the expertise; they know how best to advertise for the
company. So in technical term, the firm needs to be practical.

Having one liaison

In case of advertising, people host different opinions making it difficult to arrive at a

final decision. Advertising agencies recommend appointing one person to work with
them directly. This eliminates conflicting views that discourage agencies from
working with you further.

Know your customers

Advertising agencies may suggest conducting market research to understand how

to reach the customers. This will cost more, but will be advantageous to your
advertising campaign as a whole.
LO 3: Understand below-the-line techniques and how they
are used.
3.1 Primary techniques of below the line promotion and how
they are used in integrated promotional strategy for a
business of product

Below the line marketing techniques refer short time marketing technique to
generate an immediate response from the customers. It includes different types of
techniques such as cash or other incentives to the buyer of the product or seller.
Here, communications are more direct. This marketing technique also includes
many coupons, gifts or discounts with buying the product or service.

Below-the-line promotion technique includes many promotional strategies or

approach which help to reach to the customer more quickly and directly. It includes
various kinds of ways to make connection with the target groups of customers. This
technique is typically done by the organization itself. The technique is discussed
below:

Marketing through direct mail:

Making a very attractive message organization can inform the customers about
their new product and promotion. It should be so professional and informative that
customers cannot ignore the message.

Door-to-Door Marketing technique:

Door-to-door marketing means selling the product going to the person to person. It
is a very much popular form of communication in below the line advertising
technique.

Exterior Location Marketing:

It means the way to drive interest to an event or sale. It includes strategic use of
employees placed outside the location.

Email Marketing:

Normal email marketing is also a very popular form of below the line marketing
form. When a company runs their campaigning on its own, they can use email to
communicate with their target customers.

3.2 Other techniques used in below-the line promotion.

It is the business organizations need for creative ideas that making many
promotional ideas to develop. There are many other techniques used line
promotion. Some other technologies used in below the line promotion are:
 Individual selling.
Using coupons
Rebates
Trade in policy
Pricing in promotional technique
Loyalty programs
Providing free or extra
Building loyalty
Selling with premium
Trial use or free sampling
Discounts
Providing sponsor

The usage of these promotional techniques depends on difference of occasions and

circumstances.

LO 4: Be able to plan integrated promotional strategies

4.1 Appropriate process for the formulation of a budget for an
integrated promotional strategy.
Making budget for integrate promotional strategy is vital for every organization.
Budget is a financial plan made for a particular period. Promotional budget helps to
carry out promotional activities effectively. So one has to be careful and should
follow a certain process to formulate an appropriate budget for an integrated
promotional strategy. The process is marked below:

Selecting objectives and define goals.

Collecting information about the source of money and determination its
allotment.
Determining future challenges in light of the past.
Implementation of the budget according to the plan
Evaluate and control the budget

4.2 Carry out the development of a promotional plan for a business or product.
Promotion is a method of spreading the sales of a product or service informing the
customers, stakeholders and the other people. Every business organization needs to
develop promotional plan to survive in todays competitive marketplace. Generally
most of the business firms follow some common steps that are given below:

Advertising:

Advertising is a very much popular form of marketing communication by which

customers can be informed about the products or services so that they can choose
them over those of the competitors.
Sales Promotion:

Sales promotion relates to short term incentives or activities that encourage the
purchase or sale of a product or service.

Public Relations:

The deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organization and its publics.

Social media:

To inform the mess people about the product, organizations may choose mess
media for advertising.

4.3 Plan the integration of promotional techniques into the

promotional strategy for a business or product.
Promotional techniques are used to attract the customers attention. The
organization needs to design the promotional activities properly in order to be able
to spread the name of the brand. To sell their products, organizations use different
promotional techniques but their main goal is same. The organization needs to plan
the integration of these promotional techniques and convert them into promotional
strategy in order to use them more effectively. They can follow the giving:

Arrange seminar and conference programs and show presentation on their

activities and services.
Involve themselves in the general community.
develop informative website
Make research on the targeted market.

4.4 Use appropriate techniques for measuring the campaign

effectiveness
Campaign is the most important part of promotional activities. It is organizes to
boost the sales promotion of a particular product. Organizations should measure the
campaign effectiveness in order to know whether it has been resulted according to
the plan or not. The way to measure this:

Compare the sales

Analyze the number of people showing interests or having registered
Conduct survey on people visiting the campaign.
Count the number of coupons distributed and collected.
Ask customers about their responses about the campaign.
Analyze the feedback and plan next step of promotion.
Conclusion
To survive and become successful in this competitive world, the importance of
advertising and promotional activities cant be described in words. It has been
discovered through this assignment that it is up to the firm to chose the appropriate
strategy and use them in a proper way. But the result will affect not only the firm
but also the third parties. With new ideas and opportunities new dangers are also
coming into being. To overcome them, the firms have to choose carefully and act in
a rational manner.