Unit 18 Advertisement and Promotion in Business-Btechnd
|Programme||BTEC Higher National Diploma in Business (Marketing)|
|Unit Number and Title||Unit 18 Advertisement and Promotion Business|
|QFC Level||Level 4|
The role of advertising and general product promotions all assist in the process of making the appeal of a particular commodity remain high among the various users. The role of communication plays a very vital role in the entire process (Hanke, 2013). It is the medium of conveying the various messages from the various Advertisement and Promotion firms to the target clients in the market. The role of communication is at the very heart of the various adverts and promotions.
LO1.1. Explain the communication process that applies to advertising and promotion
Communication process in the course of promotion and advertisements is influenced by a variety of external and internal factors. These factors play a central role in the perception of the message by the target audience(Raymond, 2012).
Promotion can be defined as the communication process with any second or third party in order to facilitate exchange. It entails the persuasion of the parties to accept the particular product from a given company.
The organization should have a clear design of the target market and the different stakeholders involved in the entire process of promotion. The various marketers use different media to reach the target market(Bage, 2013). The most commonly used include the; magazine adverts, the TV adverts, the radio and the Newspaper adverts. All these target particular markets or market segments.
There are various elements in the communication process as used in the context of advertising and promotions. The major ones that influence the process largely include: the sender; he receiver; the media used; the process of encoding; the decoding process; the response process; the feedback; the noise in communication(Shiv, 2013).
The sender and the receiver refer to the main parties involved in the process of promotion. The sender is the company with the particular product and the receiver refers to the target market of the product. These two elements are the pillars of the promotion and advertising process.
The media used to convey the advertisement means a lot to the marketers and the target audience. The common media used in the process include the TV, the social media, the radio and other media that are relevant in the whole process(Sen, 2013).
The encoding and the decoding process: this is the process by which the various advertising agencies put the thoughts of the particular impression the advert is to have on the target market. The process of decoding entails the reverse of the encoding process; the interpretation of the intended message by the audience.
The process of communication involves various tools: advertising tools, sales promotion and publicity tools.
Advertising is the non-personal communication about an organization or its products. This is normally done through the various media platforms. The commonly used forms include the national advertising, use of mails, posters etc.
Publicity:this relates to the form of the organization or its products in the public domain. Sales promotion on the other hand relates to the use of materials that induce, add value or even act as incentives for the particular product(Sheehan Kim Bartel, 2014). This is normally done in the form of cocktails, test drives for vehicle car dealers etc.
The encoding and decoding; the media used and the feedback from the particular media all influence the perception of the promotional message. The consumers’ receipt of an advertisement and perception is largely influenced by their environment. The various elements of the managing communication process in promotions and advertising should be used alongside each of the tools of promotional advertising in order to get the most out of the target market.
LO1.2 Explain the organization of the advertising and promotions industry
Promotion is essentially the process of helping the various consumers to continue demanding for particular commodities from a particular company. It is very closely linked with the process of advertising that is about making the various consumers aware of a particular product in the market. The whole industry has various players who play various roles;
- The advertisers
- The advertising and promotional agencies
- The external facilitators
- The media
- The target audience
The Advertisers: The various parties involved here include the actual architects of the promotional message that will have a particular impression on the target audience. The players here include manufacturing and the service industry or the Trade Resellers. Prominent examples include the McDonald’s and the Procter & Gamble companies (Suneja, 2014).
The advertisers are instrumental in the description of the company’s objectives in the short and the long term. They also define the exact position of the company’s product in the market.
The Advertising And Promotional Agencies:These are like the engine of the industry. This section is made up of many individual players. Some of the key components of the promotion agencies are: direct marketing, E-commerce, sales promotion and event planning. The major components of the advertising agencies include: the creative boutique, the interactive, Media specialists and the promotion agencies. These components work closely in the realization of the following goals of the company:
- The creative and production services
- The accounting services
- Administrative services
The External Facilitators: Constitutes the various firms that handle the following aspects of the industry:
- Production facilitators
- Consultants ( the creative consultants, the media consultants and the database consultants)
- The software firms
These players assist in the process of promotions by providing the necessary services that facilitate the process.
The Media Organizations:The various media involved in the process include the broadcast media, the interactive media, the support media and the various media conglomerates. The broadcast media include the use of the television. The interactive media includes the use of sponsors and directories. The media conglomerates work closely with the various media to enhance their performance. The role of the media in the industry revolves around relaying of the message to the audience as intended.
The Target Audience: These are recipients of the message from the promotion and advertising company. They include the following: government organizations; particular professionals; household consumers.
The advertising and promotions industry is made up of many players. These players add up to the structure of the whole industry.Order Now