Advertisement and Promotion

ACKNOWLEDEMENT

We are extremely grateful and remain indebted to our teachers Ms. Sulochana Ubayakumara for being a source of inspiration and for their constant support in the Assignment, Implementation and Evaluation of the project. We are thanking full to them for their constant constructive criticism and invaluable suggestions, which benefited us a lot while developing the project on “Creating an Advertising Plan Assignment”. They have been a constant source of inspiration and motivation for hard work. They have been very co-operative throughout this project work. Through this column, it would be our utmost pleasure to express our warm thanks to them for their encouragement, co-operation and consent without which we mightn’t be able to accomplish this project.

We also express our gratitude to all staff members who were directly and indirectly instrument in enabling us to stay committed for the project.

Thank you,

Introduction

The major purpose of this report which is intended for the module the ‘Advertising and promotion’ is to analyze the promotional mix and how they used. Communication process is playing a vital role in the advertising so the writer proposes how the communication process can be utilized in advertising.

The advertising agencies and how they structured how they influence on making creative advertisement in a creative manner. There are many legal constraints and laws are affecting advertising and promotions. The writer will be analyzing about the current trends of advertising with the impact of ICT and how they benefit to increase the sales of a company. Branding makes a company unique in the market place.

There are many promotional ways available today. A well-known brand is generally regarded as one that people will recognize; often even if they do not know about the company or its products/services Branding helps a company to build the customer loyalty and good reputation. Creative aspects are used in advertising to transfer the message to their consumers. So companies should follow creative aspects to make a good quality advertisement. The writer clearly identifies the departments and the functions of advertising agencies, and how they influence on success of a business.

Contents

ACKNOWLEDEMENT        

1.1 Using a communication model, explain how a marketer can use it for advertising and promotion.  Explain the communication process        

Verbal communication        

Non verbal communication        

Formal communication        

Informal communication        

The communication process        

1.2  You Have been requested to identify the best possible marketing structure for a new advertising firm. Explain the type of advertising organization and what it can provides to the customers along with an organization structure for a hypothetical advertising firm   (If the XYZ Pvt ltd is planning on having their own advertising agency, explain)        

What kind of agency it could be in terms of the different roles and characteristics. How the organization structure would be designed.        

Advertising agencies        

1.        Full service agencies        

1.3 As the advertising communication manager you must be aware of the different legal constraints that are placed on promotion, assess how these legal factors affect advertising and promotions.        

Regulating of promotion        

1.4 Creative advertising and promotion has been evolving with new creative ideas coming along. Explain 3 of the current trends that are most popular today including those which has the impact of ICT        

Task 2 Understand the role and importance of advertising.        

2.1 Explain the role of advertising in an integrated promotional strategy for BCAS.        

2.2 Explain what is branding and how it strengthens the BCAS brand name.        

2.3 Review the advertising techniques used at BCAS on its creative aspects.        

2.4 Examine the different ways in which BCAS can work with advertising agencies.        

Online Advertising        

Newspaper Ads        

Event Sponsorship        

Word-of-Mouth Advertising        

Task 3 Understand below-the-line techniques and how they are used.        

3.1 Explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for the selected NGO. You must demonstrate the different techniques you are going to use.        

3.2 Evaluate other techniques used in below-the-line promotion.        

Task 4 be able to plan integrated promotional strategies.        

4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional strategy.        

4.2 Carry out the development of a promotional plan for the NGO.        

4.3 Plan the integration of promotional techniques into the promotional strategy for the NGO.        

4.4 Use appropriate techniques for measuring campaign effectiveness.        

Reference        

Task 01

1.1 Using a communication model, explain how a marketer can use it for advertising and promotion.
Explain the communication process

What is communication?

Communication is a process that involves exchange of information, thoughts, ideas and emotions. It is a continuous process that involves a sender who encodes and sends the message, which is then carried via the communication channel to the receiver where the receiver decodes the message, processes the information and sends an appropriate reply through the same communication channel. Communication is the two way process and it will be incomplete without a feedback from the recipient.