Vache Zohrabyan
Unit 18
Advertising and Promotion in Business
Task A
Introduction- In this task I will explain the communication process that
applies to advertising and promotion, the organisation of the advertising
and promotions industry, assess how promotion is regulated. Besides
that I will examine current trends in advertising and promotion, including
the impact of ICT. I will Explain the role of advertising in an integrated
promotional strategy for Pilsner Urquell, the brewery which makes Birell,
branding and how it is used to strengthen a business or product. And I
will Review the creative aspects of advertising. And I will Examine ways
of working with advertising agencies
Communication process that applies to advertising and
promotion
Passing of information, the exchange of ideas, or the process of
establishing a commonness or oneness of thought between senders and
receiver.
Communication processes of various forms are applicable in advertising
and promotions. The main function of a communication process is to
answer questions and queries of prospects and to impress them.
A communication process model is formed with nine elements. Such as:
sender, receiver, message, media, encoding, decoding,
response, feedback and noise.
Enconder-Is the person or organization that has information to share
with another person or group.
,Enconding-Leads to development of a message that contains the
information of meaning the source hopes to convey.
Receiver-Is the person with whom the sender shares thoughts of
information.
Message-Is the method which communication travels from the source or
sender to the receiver.
Personal channels-direct interpersonal
Non-personal channels-mass comunications
Deconding-process of transforming sender's message back into
thought.
Influenced greatly by the receivers frame of reference.
Noise-External factors that create unplanned distortion.
Feedback
Receivers respond by hearing, seeing or reading.
Feedback is sent back to the sender.
The organisation of the advertising and promotions
industry
Advertising and promotions industry is associated with business
strategy that is serving other businesses for carrying out their activities
related with promotion in an effective manner. Organization of such
industry consists of Advertising and marketing managers working with
innovative directors, purchase and sales agents and financial staff
members. The essential factors that should be taken into consideration
for selecting the appropriate advertising industry are:
Goodwill – The advertising agency must be having sufficient quantity of
goodwill.
, Return –Advertising is considered to be a very costly affair. The return
should be more than the investment.
Technology –The advertising agency is required having the capability
for the utilization of modern technologies.
Creativity – The industry that needs to be selected should definitely be
creative.
Personal Preference – Certain exclusive considerations such as
industry size, flexibility, and understanding of media as well as other
aspects can also be taken into consideration .
Assess how promotion is regulated
The regulation of promotional activities depends upon the risk and likely
impact of promotion. If the promotion contains high risk factors the firm
approaches to immediately withdraw it or edit it in future campaigns.
Formal enforcement actions are also tool for regulating promotions.
Thematic work is done to identify if there is a market issue being
ignored. They may focus in misleading message, misinterpretation of
message, effectiveness of web pages and return on promotional
investments.
Current trends in advertising and promotion, including
the impact of ICT
For maintaining pace with the altering taste as well as technological
aspects, the business organizations also start changing their perception
as well as advertising style. As a result, business organizations are
trying to do the development of new technical aspects that are
appropriate for the present environment as well as preferable in respect
of the customers as well.
ICT (Information and Communication Technology) is considered to be
the modern process of communication. For keeping pace with time, also
to survive in competitive markets as well as for increasing the profitability
Unit 18
Advertising and Promotion in Business
Task A
Introduction- In this task I will explain the communication process that
applies to advertising and promotion, the organisation of the advertising
and promotions industry, assess how promotion is regulated. Besides
that I will examine current trends in advertising and promotion, including
the impact of ICT. I will Explain the role of advertising in an integrated
promotional strategy for Pilsner Urquell, the brewery which makes Birell,
branding and how it is used to strengthen a business or product. And I
will Review the creative aspects of advertising. And I will Examine ways
of working with advertising agencies
Communication process that applies to advertising and
promotion
Passing of information, the exchange of ideas, or the process of
establishing a commonness or oneness of thought between senders and
receiver.
Communication processes of various forms are applicable in advertising
and promotions. The main function of a communication process is to
answer questions and queries of prospects and to impress them.
A communication process model is formed with nine elements. Such as:
sender, receiver, message, media, encoding, decoding,
response, feedback and noise.
Enconder-Is the person or organization that has information to share
with another person or group.
,Enconding-Leads to development of a message that contains the
information of meaning the source hopes to convey.
Receiver-Is the person with whom the sender shares thoughts of
information.
Message-Is the method which communication travels from the source or
sender to the receiver.
Personal channels-direct interpersonal
Non-personal channels-mass comunications
Deconding-process of transforming sender's message back into
thought.
Influenced greatly by the receivers frame of reference.
Noise-External factors that create unplanned distortion.
Feedback
Receivers respond by hearing, seeing or reading.
Feedback is sent back to the sender.
The organisation of the advertising and promotions
industry
Advertising and promotions industry is associated with business
strategy that is serving other businesses for carrying out their activities
related with promotion in an effective manner. Organization of such
industry consists of Advertising and marketing managers working with
innovative directors, purchase and sales agents and financial staff
members. The essential factors that should be taken into consideration
for selecting the appropriate advertising industry are:
Goodwill – The advertising agency must be having sufficient quantity of
goodwill.
, Return –Advertising is considered to be a very costly affair. The return
should be more than the investment.
Technology –The advertising agency is required having the capability
for the utilization of modern technologies.
Creativity – The industry that needs to be selected should definitely be
creative.
Personal Preference – Certain exclusive considerations such as
industry size, flexibility, and understanding of media as well as other
aspects can also be taken into consideration .
Assess how promotion is regulated
The regulation of promotional activities depends upon the risk and likely
impact of promotion. If the promotion contains high risk factors the firm
approaches to immediately withdraw it or edit it in future campaigns.
Formal enforcement actions are also tool for regulating promotions.
Thematic work is done to identify if there is a market issue being
ignored. They may focus in misleading message, misinterpretation of
message, effectiveness of web pages and return on promotional
investments.
Current trends in advertising and promotion, including
the impact of ICT
For maintaining pace with the altering taste as well as technological
aspects, the business organizations also start changing their perception
as well as advertising style. As a result, business organizations are
trying to do the development of new technical aspects that are
appropriate for the present environment as well as preferable in respect
of the customers as well.
ICT (Information and Communication Technology) is considered to be
the modern process of communication. For keeping pace with time, also
to survive in competitive markets as well as for increasing the profitability
