...Ilyas Khairi Tropical Salvage O’Brien started Tropical Salvage based on a conviction that “a reasonable and promising market-oriented strategy can contribute to positive change in a part of the world beset by extraordinary challenges.” Tropical Salvage uses only salvaged, or rediscovered, wood to build its line of furniture. The company uses a variety of wood salvage strategies – including demolishing old buildings, bridges and boats, recovering logs from rivers and lakes, mining entombed trees from the ground and taking trees from diseased plantation timber. Salvaged wood is cut into lumber, treated for insects and kiln-dried. From the kiln, woodcrafters construct the furniture. The product catalog includes roughly 150 different models and the company also builds one-of-a-kind custom pieces and furnishings built to commercial specifications. Tropical Salvage’s products are sold in its own warehouse as well as through retail partnerships in the US and Canada. For firm not, to have a vertical integration made it hard for them to source out for raw goods. Twitter MoPub acquisition Twitter has acquired MoPub, a mobile ad network, ad serving business, and real time bidding exchange that claims to handle around $100 million annual spending on apps and other mobile media. The deal cost Twitter $350 million in stock, according to the report. The move suggests Twitter is ramping up to launch its own mobile ad exchange. The buy marks yet another step in the consolidation...
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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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...Assignment on An in-depth Analysis of Advertising and Promotion | Table of Contents Introduction 3 Task 1 3 Explanation of the communication process that applies to advertising and promotion 3 Explanation of the organization of the advertising and promotions industry 4 Assessment of how promotion is regulated 5 Examination current trends in advertising and promotion, including the impact of ICT 6 Task 2 6 Explanation of the role of advertising in an integrated promotional strategy for Kellogg 6 Explanation of branding and how it is used to strengthen a business or product 7 Review of the creative aspects of advertising 7 Examination of ways of working with advertising agencies 8 Task 3 8 Explanation of primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy by Kellogg’s 8 Evaluate other techniques used in below-the-line promotion by Kellogg’s 9 Task 4 10 An appropriate process for the formulation of a budget for an integrated promotional strategy: 10 Development of a promotional plan for a business or product: 11 Integration of promotional techniques into the promotional strategy for a business or product 11 Appropriate techniques for measuring campaign effectiveness 12 Conclusion: 12 References 13 Introduction Advertising is the core part of any business that sell products and render service in the global market. Thus advertising and promotion is an integral part of an organization...
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...tising Task 1 The communication process that applies to advertising and promotion Task 1.1 Communication is contact between two or more parties, giving information. The effective use of advertising and promotion is a fundamental requirement for any business seeking to succeed in the modern business world. Advertising Strategy An advertising strategy is designed to sell a product. It is a one-way form of communication, from company to consumer, geared toward giving consumers the information necessary to make a purchasing decision. Advertisements tell consumers about the product and how to get it. The purpose of advertising is to sell products and to build brand name. Promotional Strategy The promotional strategy is a two-way interaction between company and consumer designed primarily to increase sales, often by attracting new customers. Brand building is a side effect of promotional strategies, but it is not the purpose. Promotional strategies give away something, whether it is free product, money or other awards, as a way to bring in consumers who may not be attracted to the product under normal circumstances. Marketing Communications & Promotion processes deal with overall communication to customers and markets. Marketing Communications processes develop and manage communications to the market, prospective and existing customers. Communications involves both the message and the media. Marketing Communications can develop a message and manage its delivery through...
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...| HND in Business | | Advertising and promotional Strategy | | LCC 20135057 | | Syed Hussain | | 26/11/2014 | M A Kashem Table of Contents Advertising and promotional Strategy 1 Introduction 3 Task 1 3 1.1 Communication process that applies to advertising and promotion of Sainsbury’s to focus upon the consumers buying behaviour and decision making process 3 1.2 Explain the organisation of the advertising and promotions industry 4 1.3 Assessment of promotion regulation in UK 5 1.4 Examine current trends in advertising and promotion including the impact of ICT 6 Task 2 7 2.1 Explain the role of advertising in an integrated promotional strategy for Sainsbury’s PLC 7 2.2 branding and how it is used to strengthen the market position of Sainsbury’s PLC 8 2.3 Creative aspects of advertising by measuring advertising effectiveness in Sainsbury’s 9 2.4 Ways of working with advertising agencies by focusing on process and methods of agency selection and agency/client relationships 10 Task 3 12 3.1 Primary techniques of below-the-line promotion 12 The promotional strategy for any of the company follows some steps and flow onwards. The primary techniques of below the line promotional strategy for Sainsbury PLC are: 12 3.2 Evaluate other techniques used in below-the-line promotion by taking into consideration word-of-mouth personal selling and the use of new media in Sainsbury’s PLC. 13 Task 4 14 4.1 Follow an appropriate...
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...Advertising and Promotion in Business Contents Introduction 1 Requirement 1 1 1.1 The communication process that applies to advertising and promotion: 1 1.2 The organisation of the advertising and promotions industry: 2 1.3 The regulating process of promotion: 3 1.4 Current trends in advertising and promotion including the impact of ICT in case of the advertising and promotion of BMW: 3 Requirement 2 4 2.1) The role of advertising in an integrated promotional strategy for a business or product decisions: 4 2.2) Branding and its use to strengthen a business or product: 4 2.3) The creative aspects of advertising strategy: 4 2.4) The ways of working with advertising agencies: 5 Requirement 3 5 3.1) The primary techniques of below-the-line promotion used by BMW: 5 3.2) other techniques used in below-the-line Promotion by BMW: 6 Requirement 4 6 4.1) An appropriate process for the formulation of a budget for an integrated promotional strategy: 6 4.2) The development of a promotional plan for BMW: 7 4.3) Plan for the integration of promotional techniques into the promotional strategy for BMW or its product: 7 4.4) Appropriate techniques for measuring campaign effectiveness of BMW: 8 Conclusion 9 Reference 10 Introduction Advertising and Promotion is the most common, popular and important word in any business arena. Advertising means one type of business communication which fulfills the public interaction...
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...International Institute of Professional Studies Management Research Project Project Proposal Proposed Project (Synopsis) A comparative study of Push & Pull Promotional Strategy with special reference to selling practices among various cosmetics brands in Indore market. Submitted To: Dr. Yamini Karmarkar Reader IIPS-DAVV Indore. Submitted By: Bhumika Singh MBA (APR) 4th Sem IIPS-DAVV Indore INDEX 1. Introduction 2. Project proposed 3. Objective Of The Project 4. Conceptual Framework 5. Literature Review 6. Proposed Methodology 7. Limitations of study 8. References Introduction Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol a drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Cosmetics industry is one of the largest industry in the world. Cosmetics includes a wide range of products ranging from skin-care creams, lotions, perfumes, facial makeup to coloured contact lensed and...
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer...
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers...
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...Integrated Marketing Communications Strategy Multiple Choice Questions 1. The communication tools a company uses to pursue its advertising and marketing objectives is often referred to as the company’s ________. a. direct marketing b. target marketing c. promotion mix d. marketing mix 2. Companies often make use of short-term incentives to encourage the purchase or sale of a product or service called ________. a. direct marketing b. sales promotions c. personal selling d. public relations 3. When most people think of marketing, they think first of the common form of paid, nonpersonal, presentation or promotion of ideas, goods, or services by an identified sponsor that is called ________. a. sales promotion b. advertising c. direct marketing d. personal selling 4. Which of the five major promotion tools includes press releases and special events? a. sales promotion b. personal selling c. direct marketing d. public relations 5. The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and more is called ________. a. sales promotion b. direct marketing c. public relations d. advertising 6. ________ includes point-of-purchase displays, premiums, discounts, coupons, specialty advertising, and demonstration. a. Sales promotion b. Direct marketing ...
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...Product Promotion or promotional strategies It is the duty of the manufacturers to know about & accept their products & price for this purpose, they have to communicate with, persuade, & motivate them. To achieve this, they use promotional strategies. Promotion is the means through which a company meets its prospective customers. Meaning of Promotion: Promotion is a part of an organization marketing mix that is used to inform & persuade the market regarding its products & services. Promotion Mix: It is a combination of personal selling, advertising, sales promotion, publicity & public relations that helps an organization to meet its marketing objectives. Communication Process in Marketing: Companies to be successful must communicate effectively. Effective communication is one which is received by the receiver in its original meaning as sent by the sender. In marketing, effective communication must be capable of making the consumers understand what the company is going to say. Following are the steps in communication process: 1. Identifying the Target Market: It is concerned in finding out to whom the message is being prepared. For each group of consumers or distributors a different message is required. Identifying the target, market helps a company to ascertain tastes, preferences etc of the consumers. 2. Determine the communication Objective: After analyzing target market & their characteristics, the next step is to find out what is desired from the communication...
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...Promotional and Advertising Strategies By Aveon Sims Strayer University BUS 508 Contemporary Business Professor Jean Fonkoua August 31, 2014 Promotional and Advertising Strategies Promotion and marketing are among the most essential market mix features or elements. Market mix involves different strategies commonly known as the 4P’s: product, price, place and promotion. The key motive of promotion is to increase clients’ awareness of a brand or a project increase brand loyalty and generating sales. Promotional mix is composed of diverse elements such as personal selling, sales promotion, advertising, publicity and direct marketing. Both large and small customers understand the importance of promotional advertising strategies such as turning a new product to become a household name or established products into to top priority of the customer. Small and large companies benefit through applying different strategies of promotion and attracting more customers. A television set has become a necessity in the modern life with all the families searching for the best brand that is easier to operate and has more applications. Different organizations have ventured into the manufacturing and assembling of television set to enjoy the advantages (Scissors & Roger 2002). The paper will focus on advertising and promotional strategies applied by different companies that concentrate with manufacturing and assembling television sets. Samsung and Sony have emerged as the two most successful...
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...Qualification | Unit number and title | Pearson BTEC Level 5 HND Diploma in Business(QCF) | UNIT 18:Advertising and Promotion in Business Level 4 | Student name and ID number | Assessor name | | Tatah Amenonyoh | Date issued | Completion date | Submitted on | 18th September 2015 | 13th December 2015 by 5.00pm | | Internal Verifier | Dr George Panagiotou | Assignment title | Westfield-Stratford City | Instructions | * An electronic copy of your assessment must be fully uploaded by the deadline date and time. * You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. * The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. * Review the mitigating circumstances policy for information relating to extensions. * The file size must not exceed 20MB. * Answer the criteria in order, clearly indicating the pass criteria number. * Ensure that all work has been proof-read and checked prior to submission. * Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. * Use the Harvard referencing system; otherwise it will be considered as plagiarised work. * Ensure that you back-up your work regularly and apply version control...
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...15 talks about the role of promotion in the marketing mix, the elements of the promotional mix, the communication process. The communication process has several steps, the goals and tasks of promotion, the AIDA concept and its relationship to the promotional mix, the factors that affect the promotional mix and the concept of integrated marketing communications. First, the role of promotion in the marketing mix. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy is the plan for using the elements of promotion-advertising, public relations, sales promotion, and personal selling-to meet the firm's overall objectives and marketing goals. Based on these objectives, the elements of the promotional strategy become a coordinated promotion plan. The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with product, distribution, and price. Second, the elements of the promotional mix. The elements of the promotional mix include advertising, public relations, sales promotion, and personal selling. Advertising is a form of impersonal, one-way mass communication paid for by the source. Public relations is the function of promotion concerned with a firm's public image. Firms can't buy good publicity, but they can take steps to create a positive company image. Sales promotion is typically used to back...
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...Above the line advertising refers to the usage of the more prominent media formats to advertise the product. The irony with above the line advertising is that it came into being because of below the line advertising. Most of the conventional advertising was above the line. Companies would advertise in newspapers, magazines, billboards and television. This was a time when the aspirations, companies and products were limited. As debt became cheaper and technology took rapid strides in the form of the Internet many wannabe entrepreneurs took the plunge. They realized that if they had a good idea, it would not be long before it could be brought to market. They did not have the budgets for above the line advertising. They had to resort to guerilla marketing techniques to get the message across to the target audience. They had to try out various tactics to get word-of-mouth promotion going. Viral marketing came into being. When all this was happening, marketers decided to draw a line between different advertising mediums. One part was called “above the line” while the other was called “below the line.” In organizational business and marketing communications, Below the Line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon...
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