Professional Documents
Culture Documents
Task 1
Q1. Explain the communication process that applies to advertising and promotion
(P1)
Advertising and promotion are an integral part of our social and economic systems. In
our complex society, advertising has evolved into a vital communications system for
both consumers and businesses. The ability of advertising and other promotional
programmers are makes the target audience at the marketing level. Its makes the
organization feedback to the market situation of goods and products which are newly
come to the competitive market
Advertising is the structured and composed, nonperson communication of information. It
is usually paid for and usually persuasive, about products, services, or ideas. There are
four important dimensions of advertising (communication, marketing, economic, and
social) creates a clear concept about what advertising is and how it has evolved.
The promotion is the process of commodities at newly introduce to the market, it also
offer coupons, free samples, contests, or rebates on the purchase price. By offering
added value, promotion accelerates sales. So it is a very effective tool for the new
product at the market. It is often used in conjunction with advertisingto promote the
promotion. The promotional planner should recognize the different effects various types
of advertising messages might have on consumers and whether they are appropriate for
the product or brand. The message is done by the (print, TV, radio, newspaper, direct
marketing) and their cost implications might also occur at this process.
Q2. Explain the organization of the advertising and promotions industry in the UK
(P2)
At the UK which of the organization are responsible for the advertising and promotion
activities thats organizations activities are as follows;
EFSP
The European Federation of Sales Promotion (EFSP) was founded in 1980. It is a forum
for countries across Europe to meet, exchange ideas and work together. It also
enhances the reputation and promotes the highest standards of the Sales Promotion
industry in Europe. It maintains two main areas of activity are lobbying and annual
awards.
EACA
The mission of the European Association of Communications Agencies (EACA) is to
represent full-service advertising and media agencies and agency associations in
Europe. The aim of EACA is to promote honest, effective advertising, high professional
standards, and awareness of the contribution of advertising in a free market economy.
Its also work for encourage close co-operation between agencies, advertisers and
media in European advertising bodies.
European Federation of Sales Promotion (EFSP)
The European Federation of Sales Promotion (EFSP) was founded in 1980, and
changed its name to the Promotional Marketing Council of Europe in September 2002
when it became a part of EACA (the European Association of Communication
Agencies). This organization deals with the sales Promotion in Europe.
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Q3. Explain what problems advertising companies are facing currently and how
they can solve them (M1)
Todays advertising companies face several problems which are deals with the new
business process, adapting to web/interactive marketing, cash flow, the slow economy,
shrinking client budgets, finding qualified employees, obtaining larger clients and
shrinking profit margins.
The main problems are as follows;
Complexity for the run new company.
Accumulate the budget support for the activities of the company.
Complexity for the new promotion and campaign activities.
Find the proper employee and to maintain them.
Reach to the new clients and accumulate them for the new products.
Generate new ideas for the new advertisement of new products.
Proper media support for the advertisement and promotion.
Q4. Explain the role of advertising in an integrated promotional strategy for CocaCola Enterprise Ltd (P5).
Advertising really plays a big role in Coca-Colas success. Its advertising has been
rather pervasive, as one of Woodruffs stated goals was to ensure that everyone on
Earth drank Coca-Cola as their preferred beverage. Advertising for Coca-Cola is now
almost everywhere, especially in southern areas of North America, such as Atlanta,
where Coca-Cola was born. The most popular words in the world in 20th contrary are:
God, she and Coca-Cola. After the highest popularization of word OK, the second
one is Coca-Cola. 98% of the people know Coca-Cola. Thats the result of CocaCola spending 6 hundred million dollar on promotions.
There are five main ways of promoting the brand Coca-Cola.
The first one is traditional advertising, like showing advertisements on TV or
posters.
The second one is the sponsoring of sport events.
The third one is online promotion.
The fourth one is selling Coca-Colas collections.
The fifth one is local promotion held by bottlers or retailers.
Although the main advertisements in every country still follow this strategy, especially
using the local stars to attract young customers, Coca-cola begun to use computer
technology to make cartoon images which matches local culture or just funny.
Q5. Explain branding and how it is used to strengthen a company like Coca-Cola
(P6).
Branding is the building of trust with employees, customers and stakeholders. In
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marketing terms, the definition of branding is the sum total of a companys value,
including products, services, people, advertising, positioning and culture. Brands give
potential clients a firm idea of what they are buying before they buy it, making the
purchasing decision easier. Customers trust strong brands because they know what to
expect.
The most important reason is that it can help increase the sales of Coca-Cola.
This means that when need to increase prices then the target audience will be
accepting of price increase.
Branding also encourages confidence and trust in product/service. Brandings
introduce new products at the newly face at the market level also its increase the
customers attraction for the new products at the market.
It should reflect through the use of logo, name & stripling brand values. It
should clearly communicate with name and/or product or service. The Coca-Cola
follows this for its branding such the logo and the color combination of logo.
The identity should be applied consistently across all media for example its
color and its positioning on a page or screen should remain familiar across all marketing
material.
If consider partnering with other companies, ensure that the brand and brand
identity reflect theirs and vice versa.
Q6. Demonstrate your creative thinking regarding Coca-Cola branding and its
popularity in the UK market (D3).
Cokes branding strategies had to go beyond brand positioning and associations. To
ensure that customers had formed a harmonious relationship with the brand, the
objective of brand resonance had to be achieved. Coca- Cola is a already brand product
at the world wide. But for the increase of its popularity at the UK market this company
may takes several initiatives for its new advertisement and promotion activities.
Coca-Cola needs the new branding approach for the target market, its needs different
promotion activities for the all levels of customers. It takes the approach for the all level
of market demand for the familiarity of its. For complete this work Coca-Cola needs the
price promotion. Also Coca-Cola needs new steps for the promotion activities at the
different level of customers. New campaign programme are set for introduce different
flavor of Coca-Col.
Task 2
Q7. Asses how promotion is regulated in the UK (P3)
The UK marketing industry recognized the need for trust in advertising when it setup the
advertising self-regulatory system for non-broadcast advertising in 1961. Since then, the
UKs system of self-regulation has helped to ensure advertising remains responsible:
honest advertising helps to keep customers coming back. The 11th edition of the British
Code of Advertising and Sales Promotion came into force on 4 March 2003. The
purpose of the Code is to maintain, in the best and most flexible way possible, the
integrity of marketing communications in the interests of both the consumer and the
trade.
Advertising in the UK is controlled through a combination of codes of practice and
legislation. There are two advertising codes which are created, monitored and revised
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by two committees. These are the Committee of Advertising Practice (CAP) and the
Broadcast Committee of Advertising Practice (BCAP).
The CAP Code deals with the non-broadcast advertising, sales promotion and direct
marketing. The BCAP deals with the rules for broadcast advertising. These are enforced
where necessary by the Advertising Standards Authority (ASA).
Since 28 February 2011, Broadcasting regulations rules have been relaxed to allow
product placement ie paying to have a product or service included or referred to in
selected types of TV broadcasts. This includes:
films
series made for TV or other audiovisual media services eg video on demand
sports programmes
light entertainment shows
However, product placement isnt allowed for certain types of goods, and its banned
completely in all childrens, news, current affairs, consumer affairs and religious
programming.
Q8. Examine current trends in advertising and promotion among soft drink
advertisers in the UK and explain the impact of ICT on advertising and promotion
industries (P4)
Soft drink is one of the most important product categories in the delivered wholesale
and cash and carry markets. It contributes more than 1billion of sales per year through
independent retail, catering and on-premise outlets. It is a category maintaining
momentum through creative marketing and promotions, new product developments and
fresh packaging formats.
The current trends in advertising and promotion activities which are going at the UK
market thats depends on the following reasons;
Encourage excessive consumption of food or drink products.
Encourage the purchase of food or soft drinks by inappropriately using licensed
characters, celebrities or promotional offers in ads intended for children.
Encourage the new generation to the soft drink.
Promote consumption of different kinds of soft drinks promotional offer.
The advertising of different flavor of soft drink at the different level of customers.
The ideas of new advertisement programme which takes by the different
advertisement companies.
The impact of ICT on advertising and promotion are as follows;
Now a days advertisement is done by the different ICT programmes such as by
the broadcast, by internet. But the misuse of this there is several impacts is going on the
product advertisement.
There are some impact is create for the change of ICT use at the advertisement.
For the revulsion of use ICT at the advertisement and promotion activities are
create new dimension at this sector.
Q9. Review the creative aspect of Coca-Cola advertisement (P7)
Coca-Colas promotion has had a significant impact on American advertising and its
overall culture. It is even (erroneously) credited with the invention of the US traditional
Santa Clause image. Anyway, Coca Cola advertising history demonstrates how the
marketing science has been developing over time. Below there is a visual tour into the
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the direct added value of buying your product. On the other hand, advertising is an
intangible promotion of products to send the marketing message to the customer-base.
Q20. Use appropriate technique for measuring campaign effectiveness (P14).
It is essential to pretest advertisements to see how effective they actually are in
influencing consumers. An ad may have to be redesigned if it is found not be to be as
effective as targeted.
Developing an advertising program entails several steps:
Identifying the target audience- Market reports can be bought that investigate the
media habits of consumers of different products and/or the segments that the firm has
chosen to target.
Determining appropriate advertising objectives- the objectives might include
awareness, trial, repurchase, inducing consumers to switch from another brand, or
developing a preference for the brand.
Settling on an advertising budget.
Designing the advertisements- Numerous media are available for the advertiser
to choose from.
References:
Business Knowledge Center. The Marketing Concept.
www.netmba.comAccessed September 2004.
Chang, T.L