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Table of contents

Contents
Communication process that applies to advertising and promotion in the tobacco
industry:..................................................................................................................... 2
Structure and roles of marketing communications agencies......................................3
Market communication............................................................................................ 3
Structure of marketing agencies.............................................................................3
Promotion regulations................................................................................................ 4
Media fragmentation and decline of power of traditional media.............................5
Role of ICT.................................................................................................................. 5
References:................................................................................................................. 7

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Usman Zahid

Waleed Jamshed (UNIT NO 18 Advertising and Promotions)

Communication process that applies to advertising and


promotion in the tobacco industry:

Tobacco Industries keep in mind the internal and external factors that influence
audience perception during the communications process.
KEY POINTS

The communications process involves two or more persons attempting to


consciously or unconsciously influence each other through the use of symbols
or words.
Other ability is to receive, communicate, and process information and
external stimuli all play a part in the way we perceive advertising and
promotional messages.
The nature of a person's role and their environment and personal
characteristics both affect the way he or she perceives marketing messages
and tobacco brands.

Branding
Branding is used for creating a consistent image for the company, products, and
services. The key to success in branding for tobacco industries is to communicate a
consistent message to consumers about your product or service in all of your
advertising, promotions, and public relations. For example, a local pizzeria that
wants to brand itself as the best Italian restaurant in town should not offer tacos or
stir-fry on its menu. That dilutes its brand and confuses consumers as to what type
of restaurant it really is.
Advertising controls the message. Their classic advertising strategy includes
demonstrating a need or a problem to your potential customer; offering a solution
to help fill that need or solve the problem; and showing how your product or service
does that.
Promotions differ in tobacco industry from advertising because they are less
educational in nature than traditional advertisements. Sponsoring a youth sports
organization, giving away free samples at a mall, offering coupons in grocery stores,
or promoting a sweepstakes or contest that bring customers to your website are all
examples of promotions.

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Usman Zahid

Waleed Jamshed (UNIT NO 18 Advertising and Promotions)

It's important in tobacco industry to evaluate the effectiveness of their marketing,


advertising, and promotions on a regular basis. This ensures that your
communications support the original marketing research and strategy. Audits of
advertising, public relations, and promotions reveal the flaws or incorrect
assumptions in your original marketing plan.
(Ashe-Edmunds, 2014)

Structure and roles of marketing communications


agencies

Market communication
Marketing communications are the means by which firms attempt to inform,
persuade, and remind consumers directly or indirectly about the products and
brands that they sell. In a sense, marketing communications represent the voice
of the brand and are a means by which it can establish a dialogue and build
relationships with consumers. Marketing communications perform several functions
for consumers. Consumers can be told or shown how or why a product is used, by
what kind of person, and where and when; consumers can learn about who makes
the product and what the company and brand stand for; and they can be given an
incentive or reward for trial or usage. Although advertising is often a central
element of a marketing communications program, it is usually not the only one or
even the most important one in terms of building brand equity.

Structure of marketing agencies


Advertising agencies come in all shapes and sizes. Some are small boutique shops
that have just a few people. Others are giants that employ thousands of people in
offices all around the world.
But, however large or small the agency, there is a basic structure that most
advertising agencies stick to. In the smaller agencies, some people will perform
more than one role. One person my actually be the entire department. But the
fundamentals are the same, and it's because this model was born out of necessity
and it works.There are SIX major departments in any advertising agency. These can
be split into other sub-departments, or given various creative names, but the
skeleton is the same.
These departments are:
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Usman Zahid

Waleed Jamshed (UNIT NO 18 Advertising and Promotions)

Account Service
Account Planning
Creative
Finance & Accounts
Media Buying
Production

Larger agencies may also separate out the following departments:

Human Resources & Facilities


Research
Web development
Traffic

(Suggett, 2012)
Since the adoption of the MSA, significant increases in the amount of tobacco
advertising and sales promotional activities have been observed at retail
outlets. One advertising trade publication noted: marketing restrictions continue to
tighten, leaving fewer ad options available to the $50.1 billion (tobacco) industry
and each player scrapping harder for sacred shelf space and point-of-sale signage in
store where the vast majority of tobacco marketing dollars are spent. The
retailers in this study confirmed that competition is fierce among tobacco
companies and that Phillip Morris currently dominates the retail environment. It is
clear from these interviews that tobacco companies offer, and most retailers accept,
a wide variety of incentive programmes to ensure good placement of their products
and advertising in prominent places in stores.
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Tobacco advertising, promotion and sponsorship are tools that encourage children
to take up smoking. Internal tobacco company documents have shown that children
are targets for tobacco marketing campaigns that most adult smokers do not switch
brands, and that children tend to smoke the most heavily-promoted brands.
Comprehensive bans on tobacco advertising are important to reduce youth smoking
rates. Partial bans are ineffective because companies move their marketing
activities to formats not covered by law. In general, tobacco consumption reduces
more quickly in countries with comprehensive advertising bans than without them.
Article 13 of the Framework Convention on Tobacco Control requires nations that
have ratified the treaty to introduce comprehensive bans on tobacco advertising
and promotion within five years. Cross border advertising is also banned. Guidelines
on implementing a comprehensive advertising ban were adopted at the Third
Conference of the Parties in late 2008.
(Ribisl, 2002)

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Usman Zahid

Waleed Jamshed (UNIT NO 18 Advertising and Promotions)

Promotion regulations

Media fragmentation and decline of power of traditional media


It is surprising to hear media fragmentation is apparently still the number one
concern for many clients. True, its now more expensive to reach your target
audience through traditional media, or at least its more expensive to buy the same
levels of reach that you may have historically. Its also true you have to use a
number of different channels to get a result these days and that its more time
consuming joining these channels up.
However, there is a positive. Media fragmentation is forcing the media and
marketing industry to think more about their customers. In fact, Id go as far as
saying its the cure for communications laziness.
Any media agency or marketer who desires wealth creation for their business or
their clients business needs to have greater discipline in looking at who their
customers are (past, current and potential), they also need to seek relevant context
in which to have conversations with them. This involves a good part for tobacco
industries.
With a lack of understanding of context and relevance, often agencies shoehorn a
clients message into a property where it either isnt relevant or doesnt belong.
Based on fragmentation, with a far more relevant and engaged audience, agencies
need to challenge clients to create or add value to the customers experience within
that property, make sure offers are relevant and drill deeper than a demographic
target.
The alternative is uniform campaigns that try to talk to everyone with no real
insight. This may not be news to many of you but a person 18-to-54 isnt a target
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Usman Zahid

Waleed Jamshed (UNIT NO 18 Advertising and Promotions)

audience, its a family reunion. If your agency is telling you media fragmentation is
a challenge, the chances are they arent thinking enough about your business.
(Rutherford, mumbrella, 2013)

Role of ICT

Information and Communications Technology (ICT) provides tobacco industries with


avenues that allow them to remain competitive in local and global economies.
Typically the ICT components have included email, phones, mobile devices, fax
machines, and video communication, yet the list keeps growing with the
advancement of technology and the increased availability of disruptive technology
in the vast international market. In support of this, the World Economic Forum
(2013) states that fostering technological change and more intense adaptation and
use of technologies by the business sector, as well as the public, would allow the
country to reach higher productivity levels fairly quickly.
The total number of people connected to the Internet worldwide is expected to
surpass 2.7 billion by 2013, while the total number of applications downloaded over
all types of devices will exceed 50 billion, a new report by the International
Telecommunications Union (ITU). Tobacco industries will have their websites to
compete in global market as a means to provide information about their products or
services. In addition, merging innovative technologies such as virtual environments,
social media and other online tools allows companies to list their products online
and enables them to communicate, display and promote their products and services
to customers in real time with customized engagement capabilities. With the use of
innovative and disruptive technologies it is possible to reach out to different
demographics through the use of trendy platforms and media. Such advanced setup
can facilitate connections between the business and new markets. This ability
extends to almost every industry in the world. Technology advancement has
increased its role and importance in most societies that use digital information such
as virtual services, online educational tools, e-governments, blogs, social media,
justice records, e-books and more. ICT can be used for additional agility in a lot of
areas such as but not limited to service delivery, customer services, growing
product range, access to customers and business continuity .

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Usman Zahid

Waleed Jamshed (UNIT NO 18 Advertising and Promotions)

References:
ash. (n.d.). Retrieved may 5, 2014, from ash.org:
http://ash.org.uk/pathfinder/tobacco-advertising-promotion-and-sponsorship
Ashe-Edmunds, S. (2014). small business chron. Retrieved may 5, 2014, from small
business.
boundless marketing. (n.d.). Retrieved may 5, 2014, from boundless:
https://www.boundless.com/marketing/integrated-marketingcommunication/introduction-to-integrated-marketing-communications/thecommunication-process/
oman observer daily. (2013, november monday). Retrieved may monday, 2014,
from oman observer: http://main.omanobserver.om/?p=31317
Ribisl, K. M. (2002). tobacco control. Retrieved may 5, 2014, from tobacco control
tools: http://tobaccocontrol.bmj.com/content/12/2/184.long
Rutherford, S. (2013). mumbrella. Retrieved may monday, 2014, from mumbrella:
http://mumbrella.com.au/agencies-clients-embrace-fragmentation-media-189337
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Usman Zahid

Waleed Jamshed (UNIT NO 18 Advertising and Promotions)

studymde. (n.d.). Retrieved may 5, 2014, from study mode:


http://www.studymode.com/essays/The-Role-Of-Advertising-In-Marketing208484.html
Suggett, P. (2012). about advertising. Retrieved may 5, 2014, from advertising:
http://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-AnAdvertising-Agency.htm

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Usman Zahid

Waleed Jamshed (UNIT NO 18 Advertising and Promotions)

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