ADVERTISING AND PROMOTION IN MARKETING

Assignment

ON

ADVERTISING MARKETING

AND

PROMOTION

IN

Submitted to:

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Submitted B :

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ABSTRA!T.............................................................................................................................." S!ENARIO..............................................................................................................................." INTROD#!TION....................................................................................................................$ TASK %& S!OPE O' MARKETING !OMM#NI!ATIONS.............................................$ &.&!OMM#NI!ATION PRO!ESS APP(IES TO ADVERTISING AND PROMOTION IN SAMS#NG ...............................................................................................$ &.) ORGANI*ATION O' T+E ADVERTISING AND PROMOTION IND#STR,......$ &.- AN ASSESSMENT O' +O. PROMOTION IS REG#(ATED................................./ &." RE(EVANT TRENDS IN ADVERTISING AND PROMOTION AND IMPA!T O' I!T............................................................................................................................................./

TASK 0 ). T+E RO(E AND SIGNI'I!AN!E O' ADVERTISING................................1 ).& T+E RO(E O' ADVERTISING IN INTEGRATED PROMOTION STRATEG, 'OR A B#SINESS OR PROD#!T.......................................................................................1 ).) .+AT IS BRANDING AND +O. IT STRENGT+EN A B#SINESS OR PROD#!T................................................................................................................................2 ).- A REVIE. ON !REATIVE ASPE!TS O' ADVERTISING.....................................2 )." T+E .A,S O' .ORKING .IT+ ADVERTISING AGEN!IES.............................3 !ON!(#SION.........................................................................................................................3 .ORKS !ITED.......................................................................................................................3

Abstract
An illustration of not only communication process applied by Advertising and Promotion Industry but also how organize it, besides that explains how the promotions is regulated. Moreover explains the current trends in the industry with the impact of ICT, and the role of advertising in an integrated promotional strategy and explained with how branding used to strengthen a product or business. Finally it reviews the creative aspects of advertising and examines the ways of working with advertising agencies.

Scenario
The Samsung Company deals the quality products of mobile devices, T.V, audio, video, camera, computer, print solutions, home appliances, memory storage and accessories. The Samsung Company comes up in market with the strategy of reposition. The current position comes up with cheaper price and quality than competitors of Sony and Mitsubishi. Samsung focused to price over quality, such as lower price than very top names. They made the name Samsung as 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.

Introduction
The Advertising and Promotion strategy has a significant part to reposition organizations to higher levels such as branding a product or business. The communication process dynamically works in advertising and promotional campaigns. The creative aspects of advertising help to branding and strengthen business and product.

Task -1 Scope of Marketing Communications

In the audience perspective of marketing communication, the marketers have interest in both internal and external communications by a business, therefore the scope of the marketing communication inter connected with not only internal information and decision making system, but also messages and images put across by the organization to stake holders. The audience experience interconnected with planned marketing communications, product experience based communications, service experience based communications and unplanned marketing communications. (OxfordLearningLab, 2009)

1.1Communication Process Applies To Advertising and Promotion in Samsung

Refers to (Business dictionary, 2013), communication process is, The sharing of meaningful information between two or more people with the goal of the receiver understanding the sender's intended message. In business, the effectiveness of a company's internal and external communication process is often very important to its overall success.. Advertising and promotion is the significant part of the economic s stem. It is structured and makes audience e!perience "ith dimensions of communication# marketing# economic and social. Promotions are added value to the purchase price and promoted "ith advertising tools. The advertising strategy implemented by the advertising agency and generates audience experience. Therefore communication need audience and the audience experience inter connected with tools, media, message and people and processes. Samsung repositioned its products upward and since 1997 change image by manufacturing more upscale products with top of the line offerings also focused price over quality through discount chain stores. Samsung labeled the products right there with the quality and change of image supported by advertising and promotion. Samsungs 55 advertising agencies consolidated into one and $900 million spent on global IMC in 2002 and out of that $70 million spent in U.S including a 65 foot electronic bill board in New York and high profile presence at Olympic Games in Salt Lake City.

1.$ %rgani&ation of the Advertising and Promotion Industr

Promotion is the part of marketing business and marketing is the process of audience awareness by adopting strategies to maintain product or service awareness to customers and generate continued demand. Promotional activities linked to sales, distribution and focused markets and 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 awards for recognition. Moreover maintain professional standards, co-operation between other advertising bodies and sales promotion. (Huds, 2013 ) Instead of broadcasting advertisements, Sansung using ICT to break the boundaries by website, Internet Advertisements, online stores and social medias.

1.' An Assessment of (o" Promotion is regulated

The Advertising Standards Authority (ASA) established in 1962 by the Advertising Industry and responsible for regulating the content of advertisements, promotions and direct marketing in 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 advertisements to ASA. The advertising codes crated 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. The ASA 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 are1. EFSP- The European Federation of Sales Promotion 2. EACA- The mission of the European Association of Communication Agencies 3. EFSP- European Federation of Sales Promotion 4. PMCE- Promotion Marketing Council of Europe

1.) *elevant Trends in Advertising and Promotion and Impact of ICT

The Information and Communication Technology is a vital part of life and business. In marketing it used for to generate audience experience or awareness. The media in ICT includes internet, television and mobile phone and also gain an edge over non ICT promotional materials of broachers, 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 internet and social media allows faster communication and breakthrough boundaries and it is Cost Effective, Easy Approach to Targeted Audience also Extremely Interactive and Any Time, Anywhere Marketing. The rapid progress in ICT and globalization, besides the enhancement in strategically approach to globalized consumer market let global companies to use the opportunities globally. Therefore utilization of those opportunities with the frame work of advertising and promotion campaigns and they think globally and selling locally. The Samsung coordinated 55 advertising agencies globally to communicate with audience by strategically planned and developed plans and generated audience

experience by various tools, media, people and process and messages.

+The Advantages of ,sing ICT# $-1'.

Task / $. The *ole and Significance of Advertising

Advertising is the prime method to communicate with people. It helps to inform people about the available products and different useful products. It includes the mass population and using different media with variety of techniques and methods to suit the advertising strategy. The objectives of advertising consist of trial, continuity, brand switch and switching back. Besides that the advertising is vital to the competitive business atmosphere and also vital to the producer, traders, customers and advertising agencies. Advertising helps customers to collect information, select right product with right price and quality and it helps producers and sellers to increase sales and understand competitors to plan to competency level. It benefits all those who involved with the process including society that it prevent illegal and malpractices in the society. (Management Study Guide , 2013) Samsung planned to became the market leader in electronics brand with strong brand name than Sony by the year 2005 and introduced low end products in U.S. Samsung possess a position of 5th in patent rights behind IBM, NEC, CANON, and Micron Technologies. The change of image with the slogan Digit All: Every ones Supported and price on quality made Samsung Samsung means Quality. The change of image supported change in advertising and promotion with a $900 million global IMC with55 advertising agencies globally. The continuous improvement and advertising strategy also reflected in the turnover and profit.

$.1 The *ole of Advertising in Integrated Promotion Strateg for a 0usiness or Product
Refers to American Association of Advertising Agencies, integrated marketing defined as, Synergic Approach to achieving the objectives of marketing

campaign through a well coordinated use of different promotional methods. It is framed in a unified force together "ith the aspects of marketing communication. The tools 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. The effective communication development consists the following of:-

Decide the target audience and stick with them. Determine the communication objective with category need, brand awareness, brand attitude and brand purchase intention. Design message with get attention, hold interest, generate desire and obtain action, more over it has rational, emotional and moral appeals. Choose the media and type of communication channel like personal or nonpersonal. 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 push or pull strategy readiness stage of buyers product life cycle stage and organi!ation"s market rank.
Advertising has a significant role in integrated marketing system in real applications. The recent practices and developments in social media, design thinking and impacts globalization made advertising more significant. Integrated marketing strategies benefits from mix of the advertising tools, it spread the message to audience and it confirm the message reached to the audience. The traditional marketing and public relations effort draws upon the dynamic power of online communication including social media. Samsungs advertising strategy reveals the benefits and importance of advertising, because Samsung build the its products as branded items gradually and made products with quality and spent for advertising and generated result in turnover and profit. Those changes supported by advertising and promotion.

$.$ 1hat Is 0randing And (o" It Strengthen a 0usiness or Product

Refers to (Business dictionary, 2013) branding is, The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. The definition points out that the branding process consists of a uni2ue name# advertising campaign# "ith a theme# branding# difference in presence and attracts lo al customers. The revolutionar period of Samsung goes through these steps# such as# the strateg of Samsung defined to that# to be strong brand name than Son b the ear $--3. To build the brand name# Samsung focused on price over 2ualit and sold lo"er price than toped names# besides that build the name e2ual to 2ualit . To achieve the change of image has supported b advertising and promotion. The success in branding created an image and difference in presence attracted the lo alt .

$.' A *evie" on Creative Aspects of Advertising

The creativity in advertising demands a high skill to write the words and slogans for advertisements, graphic artists for to layout the visuals, transformation of strategy in to real advertisements, therefore creative and expressive talents required to produce effective advertisements. The creative department is the place where the campaign comes together and great ideas generated and visualizing. Copy writers and art directors are main part of it. They work with business owners and dig out the brands business problems. Then continues with media planners, production department turns the idea into reality. The art director responds to the creative brief by communicating ideas or moods visually. The knowledge, skill as well as creative and innovative talents bases the success. The creative advertising consists the aspects of creative process, creative person and creative situation and the creativity rules are, produce the product relevant to customers, promise to customers, dont let it stand alone, moreover put the product to centre of commercial. (Zeepedia.com, 2013)

Samsung organized 55 advertising agencies all over the world and utilised the ceativity of the people from different parts of the world to branding the products locally. The advertisement should suits not only internationally but also locally, besides that it should be within the law prescribed. The local advertisements required local knowledge to influence the customers. Sammsung succeeded to cordinate the agencies throughout the globe and utlised their artistic and creative both globally and locally.

$.) The 1a s of 1orking "ith Advertising Agencies

The custom of working with advertising agencies is work with clients to develop and sustain the product or brand that both they together serve with consumer awareness and insight through creative and innovative media delivery skills. The brands are more than a product or service, because once the brand created it has a separate entity than mere products. (MBA Knowledge Base, 2013 ) #efers to $M0A 4no"ledge 0ase# $-1' . %%A product is something that is made

in a factory: a brand is something that is bought by a customer. A competitor can copy a product& a brand is uni'ue. A product can be 'uickly out-dated& a successful brand is timeless.
Therefore the role of advertising agencies are to take part the transformation process of product or service to brands by positioning the offering to consumers the benefits and role of the product besides that communicate the brand"s uni'ue

personality.

Conclusion
To recapitulate, the advertising and promotion plays a significant role for the sustainability of the organization and it can use its creativity and innovative skills for transform mere products to a brand. Therefore the absolute aim of the advertising and promotion activity is brand creation.

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