Structure, Role and Relationships Between Parties in the Communications Industry

1.1Explain the structure, role and relationships between parties in the communications industry.

The parties associated with the communication process are advertisers, advertising agencies and media organizations. Media organizations are one of the most important parts of marketing communication process. They have events that content the most attraction to the people, so that ad agencies want buy time of that program .This is the way to reach target customer in a very effective way. Advertiser gives the responsibilities to the ad agencies for their ad. And ad agency maintain relationship with media organizations to broadcast their clients ad .

1.2 Identify current trends in advertising and promotion and evaluate their impact:

Media fragmentation is giving advertisement in different media like in TV, News paper, Radio, Internet, like this.

Micro marketing is targeting a very specific group of people to and doing marketing activities for them. Giving customize product for that consumer group.

Brand proliferation is using different brand name for same product under the same company.

Different types of sales promotion like coupon, reward, rebate, loyalty program etc.

Sponsorship is also very common way of promoting a brand and it's also a very effective of way promoting.

Companies are also giving ads in different countries based on those country's culture, education level and language.

The impact of advertising is also very high in today's market. People are knowing about the brands and products through advertise demand of product increases, .Without advertisement its really tough to reach the people now a days. Many brands are facing problem due to lacking in proper way of giving advertisements. Advertisement gives the initial information about the product which gives consumer motivations, in later stages this motivation helps to make a decision which ultimately leads to purchase. We see the impact of AD in this case also that the revenues have increased due to the advertisement.