+1 862 207 3288 Theoretical Understanding and Practical Application of Advertising and Promotion in Business
ASSIGNMENT TITLE:
Essay on Theoretical Understanding and Practical Application of Advertising and Promotion in Business
This assignment is based on the case scenario presented below and you must use it to answer the questions that follow.
LUNDY LTD is a global marketing communication company in the process of recruiting HE students in the UK for three weeks well paid (£2,400.00) internship. They have an eye for students who have studied Advertising and Promotion in Business at the level 5 HND stage. The company believes that this level would be most relevant to their current needs because they seek interns from HE who have good knowledge and understanding of the scope and techniques of marketing communication, the role and importance of advertising, and the ability to plan integrated promotional strategies.
You made an application for this interesting position and your application has been a successful in that the company invited you to an Assessment Centre where you will write series of short essays for a panel of five members who are in the senior management cadre of the company.
The panel will assess how relevant your essay is, and use it as the primary yardstick for selection of interns. The criteria for assessment and characteristics of essays at passable, merit and distinction levels are provided later below.
Essay Task 1: The Scope of Marketing Communications
You should attempt to:
1.1 Explain the marketing communication process that applies to the advertising and promotion of business.
1.2 Provide an explanation of how the advertising and promotion industry is organised.
1.3 Provide an assessment of how promotion is regulated.
1.4 Examine current trends in advertising and promotion (including but not limited to the impact of ICT).
(Task 1 provides evidence for Learning Outcome 1; Assessment Criteria 1.1, 1.2, 1.3, 1.4 and M1, M3)
Essay Task 2: The Role and Importance of Advertising
You should attempt to:
2.1 Explain how advertising can play an important role as part of an integrated strategy for the promotion of a business or product.
2.2 Explain branding and how it can be used as a tool to strengthen a business or product, using one global brand as an illustration.
2.3 Review the various creative aspects of advertising.
2.4 Examine the major ways of working with an advertising agency.
(Task 2 provides evidence for Learning Outcome 2; Assessment Criteria 2.1, 2.2, 2.3, 2.4 and M3, D3)
Task 3: Below-the-line Techniques and their Usage
You should attempt to:
3.1 Identify and explain the primary techniques of below-the-line promotion; and how they can play a role as part of an integrated strategy for the promotion of a business or product.
3.2 Identify some techniques used in below-the-line promotion that are not regarded as ‘primary’ and that you have not discussed in 3.1 last above; give your evaluation of these techniques.
(Task 3 provides evidence for Learning Outcome 3; Assessment Criteria 3.1, 3.2 and M2, M3, D1)
Essay Task 4: Ability to Plan Integrated Promotional Strategies
You should attempt to:
4.1 Select and follow a process that is appropriate for the formulation of a budget for an integrated promotional strategy.
4.2 Taking an initial budget of £16,000.00, explain how you would use it to carry out the development of a promotional plan for any chosen business or product.
4.3 Provide a plan for how you would integrate promotional techniques into the overall promotional strategy for any chosen business or product. These promotional techniques may include (but are not limited to) the following:
? Increasing engagement
? Use of social media for market research
? Location-based marketing techniques
? Focus on quality content
4.4 Select and apply techniques that are appropriate to measure the effectiveness of a particular campaign.
(Task 4 provides evidence for Learning Outcome 4; Assessment Criteria 4.1, 4.2, 4.3, 4.4 and M3, D1, D2)
INSTRUCTIONS AND INFORMATION FOR LEARNERS
? This assessment and the Tasks above are designed to assess your achievement of all four of the Learning Outcomes and associated Assessment Criteria for a Pass in the ‘Advertising and Promotion in Business’ unit of the qualification you are undertaking.
? Your tutor/ deliverer will advise you when you should start work on the assignment, the date when you must hand in your completed work and when you can expect to get your mark and feedback on your work. Guidance on this subject is provided on page 1 of this assignment brief.
? You should make sure that you plan your work carefully, to ensure that you cover all four learning outcomes of the assignment, and complete it within the time limit specified.
? There is no official guideline word-count or percentage marking (other than Pass/ Merit/ Distinction/ Refer). By way of guidance only for this particular assignment, it is recommended that you write using your personal judgement and flexibility to spread the weighting of your efforts across the Tasks and write sufficiently to meet each of the Assessment Criteria.
? Your statements in answer to the Learning Outcomes need to be prefixed with the specific Learning Outcome title or at least the Learning Outcome number. This will help you keep on track and should ensure you address the details.
? You must make sure that you acknowledge any sources you have used to complete this assignment, listing reference material and web sites used.
? You must submit your work as hard copy with a Turnitin in report with less than 20% of similarity index. You should mark the assignment with your name, learner number, the unit number, and your Centre name. You may include a title page if you wish. You are strongly advised to keep a copy of your completed assignment before you submit it for assessment – the copy you submit will not be returned to you. Your assignment may be kept by the Institute for quality assurance purposes. Any assignment not kept for quality assurance will be securely stored, destroyed or deleted.
? The assignment result will be published on BITE’s Moodle online education materials platform, normally within 6 weeks of the submission date.
? If your assignment is assessed as referred, you will be notified with an indication of the areas to be addressed. You may resubmit an assignment, or submit a new assignment, on a further two occasions during your period of registration as an Institute learner with Edexcel. Be advised that during resubmission, we expect to assess only the indication of the areas you were referred; thus, submit only the areas you were referred.
? If there is anything in these instructions or in the assignment itself which you do not understand, please seek guidance from your tutor/ deliverer.
Learning Outcomes and Assessment Criteria
In order to Pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the Learning Outcomes for the unit.
The Assessment Criteria determine the standard required to Pass this unit.
The Assessment Criteria will act as a guide to help you put into context your answers to fulfill the Learning Outcomes.
Learning Outcomes Assessment Criteria
LO1 Understand the scope of marketing communications 1.1 explain the communication process that applies to
advertising and promotion
1.2 explain the organisation of the advertising and
promotions industry
1.3 assess how promotion is regulated
1.4 examine current trends in advertising and promotion,
including the impact of ICT
LO2 Understand the role and importance of advertising 2.1 explain the role of advertising in an integrated
promotional strategy for a business or product
2.2 explain branding and how it is used to strengthen a
business or product
2.3 review the creative aspects of advertising
2.4 examine ways of working with advertising agencies
LO3 Understand below-the-line techniques and how they are used 3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product
3.2 evaluate other techniques used in below-the-line
promotion
LO4 Be able to plan integrated promotional strategies 4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy
4.2 carry out the development of a promotional plan for a business or product
4.3 plan the integration of promotional techniques into the promotional strategy for a business or product
4.4 use appropriate techniques for measuring campaign effectiveness.
Summary of grades
In order to achieve a pass in a unit • All learning outcomes and associated assessment criteria have been met
In order to achieve a merit in a unit • Pass requirements achieved
• All merit grade descriptors achieved
In order to achieve a distinction in a unit • Pass and merit requirements achieved
• All distinction grade descriptors achieved
In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION Grades
Grade Descriptor Indicative characteristic/s Contextualisation
M1 Identify and apply strategies to find appropriate solutions Effective judgments have been made
To achieve M1, you will have made sound judgments about the factors which influence advertising and promotional campaigns.
(Task 1)
M2 Select / design and apply appropriate methods / techniques The selection of methods and techniques/sources has been justified
To achieve M2, you will have selected and applied used relevant and appropriate theories and techniques of the below-the-line promotion. Use of techniques, sources etc used is justified.
(Task 3)
M3 Present and communicate appropriate findings Communication is appropriate for audiences familiar and unfamiliar with the subject topic and appropriate media have been used. To achieve M3, you will have used an appropriate structure and language (formulation of budget, report or a plan etc) in all tasks. All arguments must be logically developed. If you make a conclusion, there must be reasons given. Learners are expected to achieve M3 in any of the given tasks.
(Task 1:2:3 and 4)
D1 Use critical reflection to evaluate own work and justify valid conclusions Conclusions have been arrived at through synthesis of ideas and have been justified. To achieve D1 you will have drawn appropriate conclusions drawing together a wide range of techniques or data and evaluated effectiveness of a promotional strategy.
(Task 3 and Task 4)
D2 Take responsibility for managing and organising activities Substantial activities, projects or investigations have been planned, managed and organised.
To achieve D2 you will have demonstrated how you would carry out responsibilities for managing and organising activities to plan integrated promotional strategy to meet strategic targets.
(Task-4)
D3 Demonstrate convergent /lateral / creative thinking Innovation and creative thought have been applied
To achieve D3 you will have demonstrated the use of sources outside those introduced in class will demonstrate that you have applied innovative and creative thought; been receptive to new ideas and used ideas from an unfamiliar context.
(Task-2)
1.1Models of communications.
There is three models of communication.
A. Linear communication (fig.1)
B. Interactive communication (fig.2)
C. Transactional communication (fig.3).
A. The linear model views communication as a one-way or linear process in which the speaker speaks and the listener listens.Laswell’s model was based on the “five” questions below, which effectively define how communication IS WORKING:
(www.lms.oum.edu.my)
Shannon and Weaver’s (1949) model includes noise or interference that distorts understanding between the speaker and the listener. This is a linear model:
Figure 1http://2012books.lardbucket.org/books/an-introduction-to-organizational-communication/s06-02-rethinking-communication.html
The idea of any communication is the sender and the receiver. Linear communication consist a source (sender) who send the message, the transmitter, channelwhere signal go through, receiver and end point and noise source in Shannon and Weaver’s model. Once the message is sent it to the receiver there is no need the recipient to present physically or to be aware of the sending of the message. In linear model source is the active point and the decision maker and the receiver is the passive point. Recipient absorbing the information, but it interpret the information in his own way. You can send a message with one intention, but the receiver to understand something different. The big disadvantages of linear model is no presence of feedback. People specially today relay on communication process and if there is no feedback, we cannot measured how is communication going and we can’t rate it, and we can’t improve or make adjustments. The transmission model is not a perfect image of the complex nature of communication. It does not consider the connection between the parties.Criticized for suggesting a definite start and finish to the communication process, which in fact is often endless
B. The interactional model of communication:
Interactional model of communication build up the linear one and is a better option. In this type of communication both sender and receiver change their roles at some point and both of them can send a feedback which is the main improvement regarding to linear model of communication, but this not happen at the same time. Thiscommunication indicates that the talker and hearerconnectwell if they have common fields of knowledge, or fields which overlap. In this model we have two sender and two recipients, we have feedback which is the main reason for improvement in a communication or discussion. For example EBay is place where buyer and seller can communicate and leave feedback for improvement of the services and communication. (Fig 2) www.catalog.flatworldknowledge.com
C. Transactional model of communication:
The key disadvantage in the interactive model is that it does not specify that communicators can both send and receive messages simultaneously. That what we have in transactional model of communications-face to face contact. Facing a customer it is a big advantage in the sales of expensive and special editionsproduct. The other big advantage of the face to face contact is that sender for example seller can have a communication with buyer (receiver) and both to have a discussion which each other changing their position as a sender and receiver in the communication.
Fig 3 Transactional model
Source: Wood, J. T. (2009). Communication in our lives (4th Ed.). Belmont, CA: Thomson-Wadsworth
Impact of ICT on communication process
Communication is process which need sender and receiver and is hard to determine where or with whom it starts or ends. Receiver don’t have to be there physically or to be aware of the sender’s intent to communicate at the time of communication. Communication could be done by trough the exchange of thoughts, messages or information, like speech, signals and writing. The simple explanation of communication is exchange of information between two people.
Example of communication in the past are:
-Cave paintings
-Pictograms- is a symbol which represent place or event by picture
– First alphabet language in Egypt
In now days the ICT have a massive impact on communication process and example of that is the development of Information and communication technologies like radio, TV, satellite, computers, mobile phones, internet, social medias like Facebook and Twitter. The most important influence of technology on communication is the spread of the Internet and the option of sending emails (it takes seconds to reach a receiver) and chatting (at the same time in the two ends of the world).For example, before you have to go to post office to send a letters or documents, and now innovation like computers, printers, scanners give you the option to create and editing the documents and all to be sent in a seconds to a recipient. The main advantages for example of the internet is the reduction of time and cost. Another example is the use of mobile phones which let you make calls to all over the world and of course reduces a lot of cost. Technology allows easy storage and recovery of data when needed. A lot of institution are paper free now with the advantages of the informational storage devices and servers. Since the use of smart phones there is small keyboard which appear on the screen and that is difficult for typing which could be counted as disadvantage, but actually has resulted the reducing of words and using of a symbols and shortcuts. This kind of change find increasing acceptance in business community. The other main role of the technology is the democratization of communication systems. Online forums, live coverage of news or event are reachable from almost everywhere around the world. Social media like Facebook, Twitter and some applications like Skype and VoIP let the people communicate so easily, saving time and cost.
1.2 Three regulatory bodies and core factors in choosing advertising agency
A. ASA-Advertising Standards Authority
The ASA is the independent organization set up by the advertising industry to police the rules laid down in the advertising codes. At their web sites we can see reports 1997 onwards, research reports, the current editions of the BCA(British code of advertising), Sales Promotion and Direct Marketing (the CAP Code), and other codes in relation withTV and radio advertising, and a searchable catalogue of recent adjudications.ASA apply the Advertising Codes, which are written by the CAP (committees of advertising practice). Their work covers acting on complaints and proactively checking the media to take action against unclear, confusing or aggressive advertisements. ASA is free for tax payers because is funding by government.
ASA missionis to confirm that advertising in all media is legitimate, decent, truthful and honest, to the benefit of consumers, business and society. ASA try to improve by getting better at regulating ads in all media and especially at:
1Makinga success of regulating online advertisements
2Being a real part of the response to societal matters shown to be affected by advertising
3 Being well-organized and in relation with consumers and society
What ASA want to be:
1Trustworthy and ethical, fair and respectful to all, reachable and supportive, open and answerable, acting with integrity and never being scared to state when we are incorrect.
2An outstanding team, motivating each other
ASA goalsfor 2014 are:
1To make change in technological and media landscape, to ensure ads in all media are legal, protecting people and helping them, business and society.
2To continue to protect the vulnerable particularly children, from inappropriate or harmful advertising
http://www.asa.org.uk/About-ASA.aspx
B. CAP-Committees of Advertising Practice
The Committees of Advertising Practice (CAP) write and maintain the UK Advertising Codes, which are administered by the Advertising Standards Authority. We also offer the industry authoritative advice and guidance on how to create campaigns that comply with the rules.
(http://www.cap.org.uk/About-CAP.aspx)
Respected worldwide for its creativeness, the British advertising industry setshigh standard in successful self-regulation. This industry is governed by codes of practice that are planned to protect consumers. The Codes are the responsibility of two industry Committees – the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) and are independently administered by the Advertising Standards Authority (ASA).CAP do not wait always for complaints but keep checking ads on TV, radio and internet to be sure that standards are being maintained.
Advertising codes cover print and press ads, posters, direct mail, television and radio ads, competitions, special offers, Email and text messages, Internet (banners, pop-ups, and viral, sponsored search), teleshopping, cinema commercials, promotions and more.
Benefitsof the system:
1Easy to use because of a single advertising regulator for all complaints
2 Free for taxpayers
3Almost every aspect of advertising regulation are covered
UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
Section 5 is about the children and the rules that advertiser have to follow in order not to breach the standards.
5.1.4Children must not be encouraged to copy practices that might be unsafe for a child
(http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Section-5-Children.aspx)
5.2.3it must be made easy for children to judge the size, characteristics and performance of advertised products and to distinguish between real-life situations and fantasy
(http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Section-5-Children.aspx)
http://www.cap.org.uk/About-CAP.aspx
Ofcom
Ofcom is a regulation for communication. They do regulate postal services, radio, TV, also the airways over which wireless device function .Ofcom is important because do take care about the people to get good services in the communication area.People are protected from being treated unfairly in TV and radio programmes, and from having their privacy invaded.People who watch TV and listen to the radio are protected from harmful or aggressive material;Ofcom’s main decision making body is the Board, which delivers tactical strategies for the organization. It has a Non-Executive Chairman, Executive Directors (including the Chief Executive), and Non-Executive Directors. The Executive runs the organization and responses to the Board. Main responsibility should be to further the interests of residents and of customers. Achieving these two responsibilities is the core of everything we do.
http://www.ofcom.org.uk/
How to choose an advertising agency-core factors
1. What services we need?
First step in hiring the agency is the nature of business or product you want to advertise. If we need a few marketing materials we do not need to hire the advertising agency. For a need of full campaign from advertising materials to radio or TV ads then we need an agency. We have to know precisely where we need our campaign because some agency are specialized in radio or TV only, while other do a variety ofservices. Also some agency help the customer to define their marketing goals. In conclusion we need to know what kind of campaign we need and to know our marketing goals in order to choose the right agency.
2. What is our budget?
We need to know our budget before we choose agency. If we go to larger agency they normally offer a variety of services and will be a lot more expensive and we may not able to match their price. We can get just some special services from these agencies, but we canpay foranappropriate plan if we go to smaller agencies that we can afford.
3. Do we need a local agency or agency anywhere in the world?
With the help of ICT we can have a communication with an agency far away from our local city. We have to know do we prefer to visit the agency and talk to them face to face and if so we have to choose a local agency or is the distance less important comparing to the quality and name of the agency. For example, small business will probably relay on a small agency in local city because of their knowledge of the community.
4. Size of the company and size of the agency
Larger agencies offer more variety of services comparing to smallagencies. The size of our company should match the size of the agency in order to match each other and to set the right goals.With a small agencies we may able to have more privet attention, even we can have a contact directly with CEO of the company. And at the other end if we are large company we will need an agency that can offer a variety of services and not only one specific service.
5. Research the agency you are planning to choose
We can ask for samples of agency work, we should check definitely their feedback and even we can go and speak directly with their pervious customers or our further competitors who used the agency services. The best thing we can do is to ask to monitor the agency work for a period of one day for example, which will give us a perfect image of agency work.
http://www.wikihow.com/Choose-an-Advertising-Agency
2.1 Advertising as strategy promotion
Advertisingis one of the most important thing to increase sell of the products and for the success of the business. Even if you offer one of the best product on the market without advertising none of your potential consumer will know about it.
Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’Jeff I. Richards
http://www.brainyquote.com/quotes/authors/j/jef_i_richards.html
Advertising is very important because without it companies may crash on the market. If we needthe business to grow and to succeed we need to be known by consumers. Once the company makes own name and appear on TVs, Radio, Internet its increase a chance of a purchases. One of the best advertising practice is the word spreads. People start talking about the product you are selling because it is unique. It is very important when we advertising to be very precise in describing a product. We have to give clear information about the product description, price including vat, delivery and payment options, conditions of the contract, and to provide a good customer services in order to have a happy clients, who trust us. One of the main point of advertising is to create awareness in people and help increasing of the sales. While we advertising it is not in relation to new customers only, but of course to show our existing customer why they choose us. Advertising is a very good option for companies and business to start building a very good name on the market.
History of Boots
John Boot moved to Nottingham in order to start new business in the middle of the 19th century. In 1849 he opened a small herbal shop, from where he prepared and sold herbal treatments. His shop started to give their customers reasonable prices, as it was hard to afford a doctor during that time. After the dead of John his soon and his widow take control of the business.He adopted a strategy of buying stock in bulk and selling his goods much cheaper than his opponents, advertising under the motto “Health for a Shilling”.He open a bigger shop, and soon after he opened another shop in Lincoln.Boots name and services becamemodel of professionalism and quality.
The Modern Era
After the World War 2 Boots continued to expand its manufacturing and research capabilities and the creation of national health services led to a vast increase indispensing.Self-service was presented to stores and international export and manufacturing businesses were strengthened. A new part in Boots history started on 31st July 2006 with the merger with Alliance Unichem. In June 2007 Alliance Boots was acquired by AB Acquisitions Limited, and its shares were delisted from the LSE (London stock exchange).
http://www.boots-uk.com/About_Boots/Boots_Heritage/Boots_History.aspx
Boots’ mission is to become the world’s leading pharmacy-led health and beauty group, seeking to grow the core businesses of pharmacy-led health and beauty retailing and pharmaceutical wholesaling across the world and become an important competitor in many key international markets.The main ‘Give it a go Friday’ event is due to launch tomorrow (22 March) at Boots’ 30 biggest stores. Ruth Spencer, head of loyalty and insight at Boots, told Marketing Week the in-store events stem from research that found women will encourage friends to try out something new, but will not take the step on their own. www.marketingweek.co.uk/news/boots-tempts-customers-to-try-something-new-in-ads/4006065.article
Working in close partnership with manufacturers and pharmacists, they are committed to improving health in the local communities they serve and create and build value through trust, partnerships and alliances, inside and outside the business, high standards of care and service, simplicity and innovation.http://news.walgreens.com/article_display.cfm?article_id=5783
Strengths
1Chemist number one in UK with more than 2500 shopsgiving it a dominant portion of a big and resilient market.
2 People view -Boots is one of the most trusted brands in UK retailing
3 NHS pharmacy footfall-Their dispensing services bring a lot of people into the shops picking up their prescription
4Own-label brands-Boots owns several highly regarded and long-established brand
5Boots Points Cardgive the customer rewards
6 As it is well known Boots advertising will be easier
7 Product that cost less compared to competitors
8 Association between Walgreen and Boots has made strong global impact
Weaknesses
1Boots is too big and will be hard to expand more in the UK
2Outside its core beauty, healthcare and toiletries business, Boots struggles to hold its Sales in so-called ‘Lifestyle’ categories like electrical and photographic
3Boots Opticians still struggle to find place in the market and to make profit like Specsaver
4With NHS budgets under force, the remuneration for dispensing prescriptions is subject to Government restriction and oversight
Opportunities
1 The provision of healthcare services for consumers remains an opportunity
2 The merger with the pharmaceutical wholesaler Alliance Unichem and withWalgreens provides scope for buying economies.
3 The growing concentration in personal health and wellbeing offers plenty of potential for Boots to provide useful new products such as hair-care treatment
4 As well as contract manufacturing in toiletries, Boots has extra potential to sell its mainproduct brands, such as Sultan cosmetics, to foreigntraders
5Expanding into other countries from current one (UK)
6 Tapping developing economies for better global procedures
Threats
1 Competitors such as Body Care
2 All the big supermarket that have considerably improved their cosmetics and toiletries departments in recent years, as well as opening pharmacies in some cases, and the power and convenience of ‘one-stop shopping’ at hypermarkets is a constant threat to Boots’ main business and customers.
2.2 Major ways of working with agencies
Budget
The most important thing in choosing an agency is our budget and we have to know how to negotiate the contract with an agency. A lot of agencies have their own agreements, but we need to set up a special agreement depending on the services we want. It is called detailed agreement.
Length of contract.
We have to be clear about our needs. Do we need just one campaign or extensive one for a long period? We can ask for one year contract in which the agency will set the strategy and also we can include a probation period, and if we are not happy, not to continue with the contract.
Agreeing operation parts.
Have to make clear who will own the intellectual property in every work that you commission during the campaign.
Matching objectives
We have to agree objectives and agree how to evaluate the campaign. Also there could be situation where each party could be unhappy of the contract, that’s why there should be available procedure for cancel the agreement.
Payment plan
First we have to set a payment plan showing how the agency calculating their taxes. Is there any extra charges in order of meetings session? Also we can setup a payment plan based on the result we achieved.
Early exit
There should a be clear instruction of the notice period each side must give in order to cancel the agreement and all responsibility of both sides need tobe specified clearly in the agreement.
Relationship
We need to manage a good relationship with the agency in order to succeed in our business and to get the necessary results.
We need to have regular contact with the agency
Regular meeting should be arranged in order to determine the progress of the work, result achieved, about any future strategies and the presence of feedback is very important for the good communication between the sides.
Confidentiality agreement.
Confidentiality agreement with the agency need to be very clear and set with the signing of the contract.
Ending contract with advertising agency
In order to end any contract we need to relay on the each clause in the contract we signed. Copyright agreement, notice period, compensation of terminating the contract, intellectual property rights we need to be clear of all that or we can seek help from our professional solicitors.
http://www.business-scene.com/resources/choose-and-manage-advertising-agency
3.1 The three techniques-Below the line, trough the line and above the line
Below the line (BTL), above the line (ATL), and through the Line (TTL), are the three type of advertising techniques. Promotion can be lightly categorized as “Above theLine” or “Below theLine”. Promotional activities through Newspaper, Radio and TV are categorized as above the line promotion. Below the line promotion is not connected with these Medias. Through the line refers to a promotion tactic connecting both above and below the line communications in which one method of advertising points the target to another method of advertising in that way crossing the “line”. Above the line is a kind of advertising done by media such as TV, print, radio, cinema, banners. Main uses include television and radio advertising, web and Internet banner ads. This form of communication is conventional in environment and is considered impersonal to clients. It differs from Below the line advertising, which accept as true unconventional brand-building approaches, such as straight mail and printed media.
Below the line sale promotion
Below the line sales promotions are short-term motivations, generally pointed at clients. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a restricted reasonable budget, there has been a requirement to find out more effective and cost efficient ways to communicate with the target markets. Below-the-line sales promotion is an immediate or delayed motivation to purchase, expressed in cash or in kind, and having only a short term or temporary period.Above the line is more effective when the target group is very huge and hard to describe. But if the target group is restricted and precise, it is always sensible to use BTL promotions for efficiency and cost-effectiveness. Below the line advertising usuallyfocuses on direct means of communication, like direct mail, e-mail,demonstrations, using highly targeted lists of names to maximize answer rates. More lately, organizations and clients have switched to an ‘Integrated Communication Approach.’ BTL is a common method allowing customers to feel and touch the goods (consumer items where the buyer will rely on direct information rather than previously researched items). BTL techniques guarantees recall of the product although at the same time highlighting the features of product. The most preferred technique is below the line technique and one of the main reason is the direct contact with the customer, there is no need of large investment, because of the direct contact it is great to build relation with the consumer. Below the promotion tools are normally not expensive like direct mail. BTL is highly relevant to the native traditions and philosophy and could be customized to the local preferences. One of the main positive in direct communication is that the client or customer can give a feedback regarding a product or services or make criticism. Disadvantages are that the staff need to be well trained in order to communicate with the potential customer. Customers may not belief the direct contact due to previouspractice. The main disadvantage is that targeting might be problematic because of the one to one contact.
4. Integrated Promotional Strategy
If we want our business to succeed we need a proper marketing strategy and to know how to build our budget. The idea of the budgeting is to predict any future cost andwe have to organize our budget regarding to our goals and objectives. Also regularly review of the budget is mandatory in order to predict any future cost. Spending beyond our limit is dangerous. Using a budget of 16 000.00 I will use the services of the agency because of their experience and because of the different ways of advertising. The name of my business is “HA FITNESS” The agency I choose have previous experience in health and beauty and the main reason is that they can do the things about to my budget and the services I expect from them. The contract will be for one year with three months’ probation period. The advertising agency I choose is “Lazzerini”.
The marketing strategy will be built starting with definition of the objectives of the marketing campaign, linking the objectives to the campaign and defining the target market. The team will then establish value proposition upon which the marketing campaign will be founded and this will either be to a niche based or cost leadership. The team will then select the promotional tools; in this case, will use both social media and conventional prints and radio Ads. After that, the team will establish the call to action, which will target mainly the high-end customer living in the rich suburbs or part of the city, then move to the middle-income families and finally target the low-income families as the market is segmented that way (Shultz, & Shultz, 1998, pp.9-26)
IMC is a strategic marketing procedure precisely calculated to guarantee that all messaging and communications strategies are unified across all channels and are centered on the consumer.
http://jimc.medill.northwestern.edu/what.aspx
The anticipated customer touch points include Facebook, twitter, blogs, and the company’s website. Here, the management will respond to all the customer’s queries. The management will measure the overall leads, prospects and any sales conversion from the campaign.
Finally, the management will launch its marketing plan adapt the marketing plan based on the actual performance. The management will have to ensure that the goals and objectives of the marketing campaign are met will then evaluate the integrated marketing communication and adjust the plan accordingly (Clow, &, Baack, 2006, p, 108)
Measuring Campaign Effectiveness
Marketing campaign effectiveness is measured because of the following reason:
1. To avoid costly mistakes-without measuring campaign effectiveness, the company cannot determine the ROI (return on investment) and might invest a lot in low value campaign. It is costly mistake to invest in an ineffective campaign.
2. Evaluate alternative strategies-the marketers must determine the most effective’s campaign strategy before they implement it. The only way to determine the most effective alternative is through measuring the effectiveness of different strategies.
3. Increase the efficiency of advertising-advertisers should measure the effectiveness of campaign in order to increase the overall efficiency by allocating more resources to the effective campaign in order to increase the coverage. The resources include money, time, and human resources.
4. Feedback is important in order to evaluate the best advertising way.
Increasing engagement
Engage your users with appropriate questions, in the form of Twitter and Facebook. We can use keywords trackers to determine the questions our customers are already enquiring around a certain subject. Questions can be posted on Facebook, surveys and quizzes. We can offer small deals regularly to build our readership base and get them coming back to our site. We can invite users to witness and/or join a real conversation around a topic related to our brand. We can use photos and videos because people are easily pick up information with their eyes.
Social media research
Listen to customers
By observing and evaluating how our fans are talking about the services or product we offer, we can conclude which factors are most important within our own strategies, and make adjustments. We can also engage our customers on social media, by creating a dialogue about the product we offering, in order to find out how better to satisfy their needs.
Monitor a Competitor
After we determine which competitor will monitor, we will follow their Pages and feeds to note how they engage their audience, what kind of posts they create, what offers they provide, and another marketing activities they use. By observing their Pages, we can learn how to target our audience more successfully.
Location based-marketing techniques
Marketers who advertise on websites or who use search engines to find clients can determine where Internet users are located by IP address. For example, if an internet user in London City types “Bulgarian Restaurants” into a search engine, the user’s IP address tips off the search engine to the user’s location so that it can provide information and advertisements for Bulgarian restaurants in London City.
Quality Content
High quality content doesn’t just mean a well-written piece. Beyond articles, using multimedia like videos, slideshows, photos, playlists, recipes etc. are a great way to keep your audience engaged across a variety of formats.
References
http://2012books.lardbucket.org/books/an-introduction-to-organizational-communication/s06-02-rethinking-communication.html
http://www.asa.org.uk/About-ASA.aspx
http://www.boots-uk.com/About_Boots/Boots_Heritage/Boots_History.aspx
http://www.brainyquote.com/quotes/authors/j/jef_i_richards.html
http://www.business-scene.com/resources/choose-and-manage-advertising-agency
http://www.cap.org.uk/About-CAP.aspx
www.catalog.flatworldknowledge.com
Clow, Kenneth E., &, Baack, Donald E. (March 22, 2006) Integrated Advertising, Promotion, and Marketing Communications, p. 108. Prentice Hall PTR.
www.lms.oum.edu.my
www.marketingweek.co.uk/news/boots-tempts-customers-to-try-something-new-in-ads/4006065.article
http://news.walgreens.com/article_display.cfm?article_id=5783
http://www.ofcom.org.uk/
Schultz, D. E., & Schultz, H. F. (1998). Transitioning marketing communication into the twenty- first century. Journal of Marketing Communications, 4(1), 9-26.
http://www.wikihow.com/Choose-an-Advertising-Agency
Wood, J. T. (2009). Communication in our lives (4th Ed.). Belmont, CA: Thomson-Wadsworth
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