...Unit 18: Advertising and Promotion in Business LO1: Understand the scope of marketing communications 1.1 explain the communication process that applies to advertising and promotion The communication process specific for advertising is known as Advertising Communication Model. There are following stages in this communication process which include, the sender presents the idea and what he wants to accomplish (to an advertising agency), encodes the idea as a message in advertising media, and then message is transmitted via communication channels (media mix). The last step is the receiving step where the target audience encounters the advertisement with the message and reacts giving a feedback. 1.2 explain the organisation of advertising and promotion industry The major components of the advertising industry are: 1)Advertisers: businesses and product makers wishing to promote 2)Advertising and promotional Agencies: encode messages, produce adverts and campaigns 3)Media: offers channels and broadcasting services to place adverts 4)Consumers: target audience 5)Government regulators: control advertisements’ placement and content according to laws and to protect the public interest 1.3 assess how promotion is regulated Advertising is regulated through: * Self-Regulation: by advertisers and promotional agencies to maintain consumer trust and confidence * Local Authority Regulation: for display boards and local events * Country/Federal...
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...Starting An Advertising Agency BusinessIf you are like the average worker, you have probably entertained the idea of starting your own business at one time or another. Starting your own business should not be taken lightly, but if you have the dedication it can be the best move for you.If you are familiar with the world of advertising agency or are just find you have a way with words and a good rapport with people, starting an advertising agency business may be the perfect move for you. But you will need to plan it with a business plan before you get started.Creating A Detailed Business PlanIt is vital to start planning your advertising agency business by creating a detailed business plan. Take some time, sit down and write up a business plan.Having such a plan is essential to tax planning, business startup and obtaining financial backing for your new business.How Will You Start Your Advertising Agency Business?How you go about starting your new advertising agency business will depend on your current situation. If you already work in the advertising industry, you may be able to start by using the contacts you have already made.Start floating the idea of starting your own advertising agency business with your network of contacts. If you are still working as an employee, you will have to be cautious about this approach.Be sure to use discretion when contacting potential customers for your new advertising agency business. You will also have to be cognizant of any non-disclosure or...
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...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...
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...Introduction to Advertising CW1 1. Use examples of recent advertisements to explain the role and functions of advertising. What is Advertising? It is a monetary and non-monetary form of persuading the audience through communication that uses: “Non-personal mass media – as well as other forms of interactive communication – to reach mass audiences to connect an identified sponsor with a target audience” (Wells, Moriarty, and Burnett) If firms want to gain and increase sales and profits, they will have to be communicated to the customers. A total marketing communication program is called “promotion mix”. One of its key components is advertising. Before firms begin this step in ‘promotional mix’ business must understand the important relationship between the product and the market place. {Advertising is the most important element of promotion, which is a key component of the Marketing Mix.} What is Marketing Mix? This is one of the most famous marketing terms when studying Marketing and Advertising. “The marketing mix is the set of controllable tactical marketing tools. That considers the the 4P’s. * Product * Price * Place * Promotion This is what firm blends to produce the response it wants in the target market”. {Kotler and Armstrong (2010)} What is the right promotional mix? Business need to see how products or services are presented to customers. Their main criteria to check...
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...TYPES OF ADVERTISING * BRAND ADVERTISING – the most visible type of advertising is national consumer, or brand, advertising. * RETAIL OR LOCAL ADVERTISING – a great deal of advertising focuses on retailers or manufacturers who sell their merchandise in a certain geographical area. Local advertising can refer to a retailer or a manufacturer or distributor who offers products in a fairly restricted geographic area. * DIRECT-RESPONSE ADVERTISING – can use any advertising medium, including direct mail, but the message is different from that of national and retail advertising in that it tries to stimulate a sale directly. * BUSINESS-TO-BUSINESS ADVERTISING – is marketing communication sent from one business to another. * INSTITUTIONAL ADVERTISING – is also called corporate advertising. These messages focusing on establishing a corporate identity or winning the public over to the organization’s point of view. * NONPROFIT ADVERTISING – nonprofit organizations, such as charities foundations, associations, hospitals, orchestras, museums, and religious institutions use nonprofit advertising. * PUBLIC SERVICE ADVERTISING – communicates a message on behalf of good cause, such as stopping drunk driving (as in messages from Mothers Against Drunk Driving) or preventing child abuse. THEY KEY PLAYERS * THE ADVERTISER – advertising begins with the advertiser, the company or organization that uses advertising to send out a message about...
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...Advertising: Creating an Effective Advertising Campaign Real, Prince Cedie S. BSMM-A21(EVE) 11-2583 I. Introduction: Advertising is form of communication used to influence individual, to purchased product or services or support political candidates or ideas. This research paper main objective is to give information about creating an effective advertising campaign. These serve as guide to those who wants to make an advertisement, the factors that will affect in making an advertisement. Advertisement is very important to those who want to start-up a new business venture. It helps to convince the consumer to buy their product. Adverting helps the consumer to educate the new product, to help choosing a unique product. Some of advertising campaign is in billboard that was very effective because once the II. Purpose a.) b.) c.) III. Advantage IV. Disadvantage Advertising is form of communication used to influence individual, to purchased product or services or support political candidates or ideas. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefits the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Factors that Influence Advertising -age...
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...ADVERTISING AND PUBLIC RELATIONS 1 READING 1: Introduction to Advertising Defining Advertising • Advertising is the structured and composed non-‐personal communication of information, usually paid for and usually persuasive in nature, about products (e.g. goods, services and ideas) by identified sponsors through various media. Key Points from the definition: 1. Advertising is a type of communication—a very structured form of communication—employing both verbal and non-‐verbal elements that are composed to fill specific space and time formats determined by sponsors. 2. Advertising is directed to groups of people rather than to individuals; it is therefore non-‐personal or mass communication. 3. Most advertising is paid for by sponsors except those public service announcements that are carried at no charge because of their nonprofit status. 4. Advertising is ...
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...1 Ogilvy on Advertising By David Ogilvy Sarah Perry JOMC 170 Book Report July 18, 2006 2 About the Author David Ogilvy, born in 1911, was called by Time “the most sought after wizard in the business.” Ogilvy was one of the three key individuals in the Creative Revolution, along with Bill Bernbach and Leo Burnett. Before Ogilvy began advertising, he worked with research giant George Gallup for 3 years (David Ogilvy: History). Ogilvy came from the UK to start his agency Ogilvy & Mather. Starting with no clients in 1948, it has since grown into a worldwide enterprise (Ogilvy.com). As successful as Ogilvy was, he did it all with no college degree (Ogilvy 51). Some of Ogilvy’s most famous campaigns were the Hathaway shirts which ran for 25 years, Schweppes, and Rolls-Royce. Ogilvy wrote 3 books about advertising: Confessions of an Advertising Man (1963), Blood, Brains, and Beer: The Autobiography of David Ogilvy (1978) and Ogilvy on Advertising (1983). Ogilvy retired in 1971 and after his retirement, Ogilvy & Mather was purchased by mega agency WPP in 1989 for $864 million (Ogilvy.com). Ogilvy died in 1999 but his legacy in the advertising world will always be remembered. 3 Abstract of Ogilvy on Advertising In Ogilvy on Advertising, David Ogilvy writes about all aspects of advertising. He explains all the tips and rules he has learned about advertising through his own experience and through looking at data. He mainly writes about the aspects of advertising he knows from his own...
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...Advertisements are the action of drawing people’s attention towards a product or business by paid announcements in print, broadcast or electronic media. When firm sells differentiated products and charge prices above marginal cost, each firm has an incentive to advertise its products so as to attract more buyers, increase the consumption and thus increase sales of the product. Advertising help companies in markets to distinguish their products from those of their competitors. Advertising is used by businesses to develop a brand. A brand is a company's reputation with respect to products or services sold under a specific name or logo. Advertising has many benefits for both the consumers and the producers. BENEFITS OF ADVERTISING (A) TO THE CONSUMER * Consumers get relevant information and guidance from advertising * It is beneficial in terms of price and quality of goods * They help to make the consumer aware about how to use the product in different ways. * They help in removing misunderstandings about the product * They act as a reminder and alerts the consumer about the urgent product they need to purchase (B) TO THE PRODUCER Advertising reminds the consumer about the products value, make them aware about promotions, and suggest new uses for the product and thereby increasing sales. Firms with high budget can also use advertising to negate the effects of new companies advertising campaigns and thus create a competitive advantage. They make consumers aware...
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...Business and Advertising 3 First of all, it is important to understand what is advertising and others concepts of it. Advertising is defined as a paid-for form of non-personal communication that is transmitted through a mass media, in order to reach a diversity of audiences. Moreover, advertising also can be defined as any paid form of non-personal promotion transmitted through a mass medium, means that audiences are far more likely to be interested in the subject matter of the advertising carried by their chosen medium, and is described to be part of the marketing mix under the promotional tools. Advertising should be seen as part of an integrated communication strategy and it can create awareness, and move people closer to a purchase: it can help in positioning brands, and it can help in informing people about product attributes. But how can advertisement help a business? It can provide basic information such as your contact details and website address, increase sales by telling potential customers about your product or service or changes to your service, new product launches and improvements. It can also increase your short-term sales with a specific one-off message by informing people of a special offer or a particular benefit of your product prompt specific action or perhaps getting customers to visit your premises or website, or use a discount voucher by a specified time. This technique can possibly help remind existing customers about your business, change people's...
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...http://usa.onlinenigeria.com/money/50577-daniel-burrus-the-future-of-advertising-sales-it-s-all-about-integration.html Daniel Burrus: The Future of Advertising Sales -- It's all About Integration One of the reasons ad dollars are falling for newspapers, as well as traditional media, is that they don't fully understand the new realities of marketing. Two key shifts are taking place that media companies can no longer ignore. First, media and marketing have always been about storytelling. Advertisers have a story to tell, and the media is there to help tell it. Today, however, media and marketing go beyond mere storytelling; now it's about storytelling and dialogue. That's why social media's so popular. It's not about the word "media"; it's about the word "social." Unfortunately, we have community newspapers, television, radio, and news programs that are failing to build community through activity, engagement, and dialogue. Yes, they have a website, but for the most part they are static sites that are not engaging. So in order to move forward, big media needs to focus not just on the story, but also on the dialogue. When you add dialogue, you're moving from the information age (where so many media companies started) to the communication age (where the audience is now). Second, when we look at our traditional media players that are trying to sell advertising, they are still using the old model of media-specific ads: Radio ads just for radio, TV ads just for TV, and print ads just...
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...Plan your business as a teenager A business plan has to be written down for a future business plan. The plan will guide you step by step to make it much easier to start. It will also help you in how to plan in doing it. Business plans are naturally imperative. You start here, today, with certain resources and capacity. You want to get to a there, a point in the future (usually three to five generations out) at which time your business will have a particular set of resources and abilities as well as greater judiciousness and increased benefits. Your plan shows how you will get from here to there. Well, we cannot just start a business without knowing what we want to trade to sell to promote to partnership to import to export independent contractor to home-based bossiness and many others you can think of. You will commitment an idea for a business earlier than you do anything else. This you potency does entity you are sensual about; because you’re new business will explore a great arrangement of your time and money. Consider if it is achievable. Before going too far, think about how plausible your concept is. Is it something that society would actually spend money for? Will it turn abundant of a profit to be value spending your time to create it or absolutely do it? You will additional Plan your business as a teenager A business plan has to be written down for a future business plan. The plan will guide you step by step to make it much easier to start. It will also...
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...Types of advertising Print this page In this guide: 1. Advertising 2. Create your unique selling proposition 3. Types of advertising 4. Planning your advertising 5. Tips for effective advertising 6. Monitoring the success of your advertising 7. Advertising regulations Print entire guide A successful advertising campaign will spread the word about your products and services, attract customers and generate sales. Whether you are trying to encourage new customers to buy an existing product or launching a new service, there are many options to choose from. The most suitable advertising option for your business will depend on what products or services you are advertising, and your target audience. For example, if you know that your target market reads a particular magazine, you should advertise in that publication. The following list is an introduction to advertising methods that you could use. Remember, you can always be creative in your advertising to get noticed (within advertising regulations). Newspaper Newspaper advertising can promote your business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section. You may find that a combination of advertising in your state/metropolitan newspaper and your local paper gives you the best results. Magazine Advertising in a specialist magazine can reach your target market quickly and easily. Readers (your potential...
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...ADVERTISING CAMPAIGN OF A SELECTED SARI-SARI STORES IN THE CITY OF DASMARIÑAS An Undergraduate Thesis Presented to the Faculty of Business Management College of Business Administration De La Salle University- Dasmariñas Dasmariñas City, Cavite In Partial Fulfilment of the Requirement for the Degree of Bachelor of Science in Business Administration Major in Business Management Grant Marco M. Labii March 2011 APPROVAL SHEET This undergraduate thesis entitled ADVERTISING CAMPAIGN OF A SELECTED SARI-SARI STORES IN THE CITY OF DASMARIÑAS, prepared and submitted by dela Cruz, Rhemielyn S. , Miñano, Glaize Anne M., Tagulao, Donovan in partial fulfilment of the requirements for the degree of Bachelor of Science in Business Administration, major in Business Management, has been examined and is recommended for acceptance and approval for oral defence. Adviser Undergraduate Thesis Review PanelApproved for the Committee on Oral Examination with a Grade of ______________ Member Member Dr. Oscar Lacap Chairman Accepted and approved in partial fulfillment of requirements for degree of Bachelor of Science in Business Administration, major in Business Management. Dr. Oscar Lacap Dept. Chair Dr. Willington Onuh Dean ACKNOWLEDGEMENT The researchers would like to express their deepest gratitude to the following for making this...
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...sister does market research for the government, and I am an advertising student at the Art Institute. Market research is the gathering and evaluation of data regarding consumers' preferences for products and services. Advertising is the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. When I asked my sister if I could get a job working for the government after I graduate; she took me to her job only to find out that market research is not advertising. Though advertising does do market research some companies feel a business marketing degree is better for their services. However, I can take some business classes, and become an intern. Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind. The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product...
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