Advt Promotion Rework

7/28/2019 Advt Promotion Rework

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ADVERTISING AND PROMOTION

IN BUSINESS


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Assignment

ON

ADVERTISING AND PROMOTION IN

BUSINESS

Submitted to:


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(................................)

Submitted By:

(...................................)

ABSTRACT................................................................................4

SCENARIO.................................................................................4

INTRODUCTION.........................................................................5

TASK -1 SCOPE OF MARKETING COMMUNICATIONS......................5

1.1COMMUNICATION PROCESS APPLIES TO ADVERTISING ANDPROMOTION IN SAMSUNG .........................................................6

1.2 ORGANIZATION OF THE ADVERTISING AND PROMOTIONINDUSTRY.................................................................................6


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1.3 AN ASSESSMENT OF HOW PROMOTION IS REGULATED...........7

1.4 RELEVANT TRENDS IN ADVERTISING AND PROMOTION ANDIMPACT OF ICT..........................................................................7

TASK 2. THE ROLE AND SIGNIFICANCE OF ADVERTISING............8

2.1 THE ROLE OF ADVERTISING IN INTEGRATED PROMOTIONSTRATEGY FOR A BUSINESS OR PRODUCT...................................8

2.2 WHAT IS BRANDING AND HOW IT STRENGTHEN A BUSINESS OR PRODUCT..................................................................................9

2.3 A REVIEW ON CREATIVE ASPECTS OF ADVERTISING................9

2.4 THE WAYS OF WORKING WITH ADVERTISING AGENCIES........10

CONCLUSION...........................................................................10

WORKS CITED.........................................................................10

AbstractAn illustration of communication process applied by Advertising and Promotion Industry andthe steps to organize it, besides that explains how the promotions are regulated. Moreoverexplains the current trends in the industry with the impact of ICT, and the role of advertising inan integrated promotional strategy and explained with how branding used to strengthen aproduct or business. Finally it reviews the creative aspects of advertising and examines the waysof working with advertising agencies.

ScenarioThe Samsung Company deals the quality products of mobile devices, T.V, audio, video, camera,computer, print solutions, home appliances, memory storage and accessories. The SamsungCompany comes up in the market with the strategy of repossession. The current position comes


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up with cheaper price and quality than competitors of Sony and Mitsubishi. Samsung focusedon price over quality, such as a lower price than very top names. They made the name Samsungas quality and build a strong brand name than Sony by the year 2005 and increases profit from$2.2 billion to $ 24.7 billion in 2001.

IntroductionThe Advertising and Promotion strategy has a significant part to reposition organizations tohigher levels such as branding a product or business. The communication process dynamicallyworks in advertising and promotional campaigns. The creative aspects of advertising help tobranding and strengthen business and product.

Task -1 Scope of Marketing Communications

AMA (1960) - "Marketing is the performance of business activities that direct the flow of

goods and services from producer to consumer or user."

The marketing communication influencing the day to day life of people in each andevery moment in different forms, the marketing communication media should vary,besides that the electronics, IT and communication technologies and other forms likenewspapers, sign boards, magazines even mouth advertisements may influence everymoment. The existence of organizations depends to influence people by marketingcommunication techniques and competing with competitors and reached to customersby offering goods and services from the manufacturer to users.

According to American Marketing Association (2004), Marketing is an

organizational function and set of processes for creating, communicating and delivering value to customers and for managing relationships in a way that benefits both the organization and the stakeholder

The marketing communication is set out as an organizational function consists of processes to create communication with the users and managing the relationship withthem for the benefit of the organization and stakeholders.

According to Kotler (2000) - "A societal process by which individuals and groups obtainwhat they need and want through creating, offering, and freely exchanging products and services of value with others."

The marketing communication is a public oriented process of creating the needs andwants, moreover to offer and exchange products and services of value to others.

The nature of the marketing communication is, it is an economic function, the legalprocess of ownership transfer, system of interacting business activities and managerialfunction and social process. In addition it is a philosophy based on consumer orientationand satisfaction with objectives of profit making and consumer satisfaction.

The scope of marketing communication consists of identifying the needs and wants of consumers, the study of consumer behavior, production planning and development,pricing policies, distribution, promotion, consumer satisfaction and marketing control.


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1.1Communication Process Applies To Advertising andPromotion in Samsung

Refers to (Business dictionary, 2013), the communication process is, The sharing of meaningful information between two or more people with the goal of the receiver understanding the sender'sintended message. In business , the effectiveness of a company's internal and external communication process has very often been important to its overall success ..

Source.www.slideshare.net/.../marketing-communication-process-889.

According to Kotler,Marketing is the process by which an organization relatescreatively, productively, and profitably to the marketplace. 2) Marketing is the art of creating and satisfying customers at a profit. 3) Marketing is getting the right goods and services to the right people at the right places at the right time at the right price with theright communications and promotion.

Advertising and promotion are the significant part of the economic system. It is structured andmakes the audience experience with dimensions of communication, marketing, economic andsocial. Promotions are adding value to the purchase price and promoted with advertising tools.

The advertising strategy implemented by the advertising agency and generates audienceexperience. Therefore communication needs audience and the audience experienceinterconnected with tools, media, message and people and processes. Samsung repositioned itsproducts upward and since 1997 change image by manufacturing more upscale products withtop of the line offerings also focused price over quality through discount chain stores. Samsunglabeled the products right there with the quality and change of image supported by advertisingand promotion. Samsungs 55 advertising agencies consolidated into one and $900 million spenton the global IMC in 2002 and out of that $70 million spent in U.S including a 65 foot electronicbillboard in New York and high profile presence at Olympic Games in Salt Lake City.

1.2 Organization of the Advertising and Promotion IndustryPromotion is the part of marketing business and marketing is the process of audience awarenessby adopting strategies to maintain product or service awareness to customers and generatecontinued demand. Promotional activities linked to sales, distribution and focused markets and
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groups. The various ways of actions can be used for promotion such as, advertising, publicity,face to face, sponsorships and staff structuring.

The organizations of advertising and promotional industry formed for not only the motto of exchange ideas and work together but also enhance reputation. Besides that promote standards,lobbying and arrange an awards for recognition. Moreover maintain professional standards, co-operation between other advertising bodies and sales promotion. (HUDs, 2013 )

Instead of broadcasting advertisements, sensing using ICT to break the boundaries by website,Internet Advertisements, online stores and social media.

1.3 An Assessment of How Promotion is regulatedThe brand building is vital to the competitive market and advertising has an importantrole to build the brand. Advertising has many responsibilities and it accuses of encouraging materialism and consumption of stereotyping, unnecessary purchase, usingsex to sell, taking advantage of children, manipulating behavior, contributing todownfall of value system. Therefore the regulatory bodies are established to control andmonitor the advertising system. The advertising regulation is the laws and rules definedto advertise the products in a particular region in different aspects, likewiseadvertisement placement, timing and content.(e-NOTES MBA, 2013)

The Advertising Standards Authority (ASA) established in 1962 by the Advertising Industryand responsible for regulating the content of advertisements, promotions and direct marketingin the U.K. by affecting the advertising code. In November 2004, the communication regulator,Ofcom contracted out day to day responsibility for regulating T.V and Radio advertisementsto ASA. The advertising codes created by CAP (Committee of Advertising Practice and BCAP(Broadcast Committee of Advertising Practice), ASA council adjudicate complaints. Office of

Fair Trading (OFT) has right to fine and Ofcom is co-regulatory. The online paid and non-paid advertisements and U.K based websites also come under non-broadcast CAP code. TheASA is independent and protects customers and also it reflects U.K and EU laws.

(ASA, 2012)

The main organizations in advertising and promotion Industry in EU are-1. EFSP- The European Federation of Sales Promotion2. EACA- The mission of the European Association of Communication Agencies3. EFSP- European Federation of Sales Promotion4. PMCE- Promotion Marketing Council of Europe

1.4 Relevant Trends in Advertising and Promotion and Impact of ICT

The Information and Communication Technology is a vital part of life and business. Inmarketing it used for to generate audience experience or awareness. The media in ICT includeinternet, television and mobile phone and also gain an edge over non ICT promotional materialsof brochures, posters or billboards due to advantages in promotional material.

The ICT made revolutionary changes and trends in marketing. It has wonderful scope such as,Market Expansion through in Market Expansion through the internet and social media allowsfaster communication and break through boundaries and it is Cost Effective, Easy Approach toTargeted Audience also Extremely Interactive and Any Time, Anywhere Marketing.


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The rapid progress in ICT and globalization, besides the enhancement in strategically approachto globalized consumer market let global companies use the opportunities globally. Thereforeutilization of those opportunities with the framework of advertising and promotion campaignsand they think globally and selling locally. The Samsung coordinated 55 advertising agenciesglobally to communicate with audience by strategically planned and developed plans andgenerated audience experience by various tools, media, people and process and messages.

(The Advantages of Using ICT, 2013)

Task 2. The Role and Significance of AdvertisingAdvertising is the prime method to communicate with people. It helps to inform people aboutthe available products and different useful products. It includes the mass population and usingdifferent media with a variety of techniques and methods to suit the advertising strategy. Theobjectives of advertising consist of trial, continuity, brand switch and switching back. Besidesthat the advertising is vital to the competitive business atmosphere and also vital to theproducer, traders, customers and advertising agencies. Advertising helps customers to collectinformation, select right product with the right price and quality and it helps producers andsellers to increase sales and understand competitors to plan to competency level. It benefits allthose who involved with the process including society that it prevent illegal and malpractices inthe society. (Management Study Guide , 2013)

Samsung planned to become the market leader in electronics brand with strong brand namethan Sony by the year 2005 and introduced low end products in the U.S. Samsung possess aposition of 5 th in patent rights behind IBM, NEC, CANON, and Micron Technologies. Thechange of image with the slogan Digit All: Every ones Supported and price on quality madeSamsung Samsung means Quality. The change of image supported change in advertising andpromotion with a $900 million global IMC with55 advertising agencies globally. The continuousimprovement and advertising strategy also reflected in the turnover and profit.

2.1 The Role of Advertising in Integrated Promotion Strategy fora Business or Product

Refers to American Association of Advertising Agencies, integrated marketing defined as,Synergic Approach to achieving the objectives of a marketing campaignthrough a well coordinated use of different promotional methods. It is framedin a unified force together with the aspects of marketing communication. Thetools for integrated marketing communication are public relations, advertising,personal selling, direct marketing and sales promotion.

The integrated promotional strategies have significance to achieve the sales targets. Theeffective communication development con sists the following of:-

Decide the target audience and stick with them.

Determine the communication objective with category need, brand awareness, brandattitude and brand purchase intention.

Design message with getting attention, hold interest, generate desire and obtain action,moreover it has rational, emotional and moral appeals.

Choose the media and type of communication channel like personal or non-personal.


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Selection of message source in personal or non-personal communication.

Co-ordination of feedback.

There are factors to fix the communication mix such as type of product or market like a push or pull strategy, readiness stage of buyers, product lifecycle stage and organizations market rank.

Advertising has a significant role in an integrated marketing system in real applications. The recent practices and developments in social media, designthinking and impacts globalization made advertising more significant.Integrated marketing strategies benefits from a mix of the advertising tools, it spreads the message to the audience and it confirms the message reached into the audience. The traditional marketing and public relations effort to draw upon the dynamic power of online communication including social media.

Samsungs advertising strategy reveals the benefits and importance of advertising, becauseSamsung builds the its products as branded items gradually and made productswith quality and spent for advertising and generated result in turnover and

profit. Those changes supported by advertising and promotion.

2.2 What Is Branding And How It Strengthen a Business orProduct

Refers to (Business dictionary, 2013) branding is, The process involved in creating a uniquename and image for a product in the consumers ' mind, mainly through advertising campaigns witha consistent theme. Branding aims to establish a significant and differentiated presence in themarket that attracts and retains loyal customers .

The definition points out that the branding process consists of a unique name, advertisingcampaign, with a theme, branding, difference in presence and attracts loyal customers. Therevolutionary period of Samsung goes through these steps, such as, the strategy of Samsungdefined for that, to be a strong brand name than Sony by the year 2005. To build the brandname, Samsung focused on price over quality and sold lower price than toped names, besidesthat build the name equal to quality. To achieve the change of image has supported byadvertising and promotion. The success in branding created an image and difference inpresence attracted the loyalty.

2.3 A Review on Creative Aspects of AdvertisingThe creativity in advertising demands a higher skill to write the words and slogans foradvertisements, graphic artists for to layout the visuals, transformation of strategy into realadvertisements, therefore creative and expressive talents required to produce effectiveadvertisements. The creative department is the place where the campaign comes together andgreat ideas generated and visualizing. Copywriters and art directors are the main part of it.They work with business owners and dig out the brands business problems. Then continueswith media planners, production department turns the idea into reality. The art directorresponds to the creative brief by communicating ideas or moods visually. The knowledge, skillas well as creative and innovative talents bases the success.

The creative advertising consists the aspects of the creative process, creative person and creativesituation and the creativity rules are, produce the product relevant to customers, promise to
http://www.investorguide.com/definition/process.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.investorguide.com/definition/product.htmlhttp://www.investorguide.com/definition/product.htmlhttp://www.investorguide.com/definition/product.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/consistent.htmlhttp://www.businessdictionary.com/definition/consistent.htmlhttp://www.investorguide.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/establish.htmlhttp://www.businessdictionary.com/definition/establish.htmlhttp://www.businessdictionary.com/definition/establish.htmlhttp://www.businessdictionary.com/definition/significant.htmlhttp://www.businessdictionary.com/definition/significant.htmlhttp://www.investorguide.com/definition/market.htmlhttp://www.investorwords.com/8876/attract.htmlhttp://www.investorguide.com/definition/retain.htmlhttp://www.investorguide.com/definition/retain.htmlhttp://www.investorguide.com/definition/retain.htmlhttp://www.investorguide.com/definition/customer.htmlhttp://www.investorguide.com/definition/process.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.investorguide.com/definition/product.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/consistent.htmlhttp://www.investorguide.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/establish.htmlhttp://www.businessdictionary.com/definition/significant.htmlhttp://www.investorguide.com/definition/market.htmlhttp://www.investorwords.com/8876/attract.htmlhttp://www.investorguide.com/definition/retain.htmlhttp://www.investorguide.com/definition/customer.html


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customers, dont let it stand alone, moreover put the product into a center of commerce.(Zeepedia.com, 2013)

Samsung organized 55 advertising agencies all over the world and utilized the creativity of thepeople from different parts of the world to branding the products locally. The advertisementshould suit not only internationally but also locally, besides that it should be within the lawprescribed. The local advertisements required local knowledge to influence the customers.Samson succeeded to coordinate the agencies throughout the globe and utilized their artisticand creative both globally and locally.

2.4 The Ways of Working with Advertising Agencies

The custom of working with advertising agencies is working with clients to develop and sustainthe product or brand that both they together serve with consumer awareness and insightthrough creative and innovative media delivery skills. The brands are more than a product orservice, because once the brand created it has a separate entity than mere products. (MBAKnowledge Base, 2013 )

Refers to ( MBA Knowledge Base, 2013 ) , A product is something that is made, in afactory: a brand is something that is bought, by a customer. A competitor cancopy a product; a brand is unique. A product can be quickly out-dated; asuccessful brand is timeless.

Therefore the role of advertising agencies is to take part the transformation process of product or service to brands by positioning the offering to consumers thebenefits and role of the product, besides that communicate the brands unique

personality.

ConclusionTo recapitulate, the advertising and promotion plays a significant role in the sustainability of the organization and it can use its creativity and innovative skills for transforming mereproducts to a brand. Therefore the absolute aim of the advertising and promotion activity isbrand creation.

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American Society for Quality. (2013, January 27). Quality Assurance and Quality Control . Retrieved January 27, 2013, from /asq.org/learn-about-quality:http://asq.org/learn-about-quality/quality-assurance-quality-control/overview/overview.html

Answers.com. (2013, January 16). Retrieved January 16, 2013, from OPERATIONSmanagement: http://www.answers.com/topic/operations-management-1

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%20established?Business dictionary. (2013, January 22). businessdictionary.com. Retrieved January


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NIST. ( 2011 , February 23). www.nist.gov . Retrieved January 28, 2013, from theBRIDGE PERFORMANCE EXCELLENCE PROGRAM:http://www.nist.gov/baldrige/enter/self.cfmOxfordLearningLab. ( 2009, October 10). Marketing communications: The scope .Oxford, central southern England, England.

Pearson Assessments. (1995-2007, January 27). Survey Applications . RetrievedJanuary 27, 2013, from Survey.PearsonAssessments.com:http://www.reedpetersen.com/portfolio/pe/survey/resources/planning/applications.htmPersimmon. Gov. in. (2013, January 17). Persimmon. Gov. in . Retrieved January 17,2013, from persmin. Gov. in:http://persmin.gov.in/otraining/UNDPProject/totalQuality/c01/c010701a.swf Reader, C. (2013, January 16). The Difference Between Operational & Strategic Management . Retrieved January 16, 2013, from ehow.com:http://www.ehow.com/info_7965065_difference-between-operational-strategic-management.htmlRiley, i. ( 2012, September Sunday 23 ). Retrieved January 2013, 2013, fromhttp://www.tutor2u.net/business/gcse/production_quality_management.htmSH. (2013, January 17). Essentials of Quality With Cases and Experiential Exercises. Retrieved January 17, 2013, from shsu.edu:http://www.shsu.edu/~mgt_ves/mgt481/lesson1/lesson1.htmSystem, Q. M. (2013, January 21). supremebasics.com. Retrieved January 21, 2013,from /www.supremebasics.com: http://www.supremebasics.com/index.php?option=com_content&view=article&id=31&Itemid=41The Advantages of Using ICT . (2013, January 29). Retrieved January 29, 2013, fromhow.com: http://www.ehow.com/info_8619751_advantages-using-ict.htmlTotal Quality Assurance Services. (2013, January 17).totalqualityassuranceservices.com. Retrieved January 17, 2013, fromhttp://www.totalqualityassuranceservices.com:http://www.totalqualityassuranceservices.com/quality-control-and-quality-assurance-inspection/Training, KSL. (2013, January 26). How to improve customer service. RetrievedJanuary 26, 2013, from www.ksl-training.co.uk/: http://www.ksl-training.co.uk/free-resources/customer-service/how-to-improve-customer-service/wordpress.com. (2013, January 17). The Big 5 of Operations performanceobjectives . Retrieved January 17, 2013, from graelaws.wordpress.com/:http://graelaws.wordpress.com/mba/operations-and-process/operations-

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