ADVERTISING AND PROMOTION

Advertising and Promotion

Advertising and Promotion

Introduction

Advertising and promotion provide the necessary attention to the product or company and plays a vital role in the sustainability of the organization. The communication over the years has developed new sources for conveying the message across millions with as little as a “Twitter Message”. We will be reviewing the communication process, the advertising and promotion in the light of integrated framework. We will be developing a promotional plan for a company and will evaluating its performance.

Discussion

The passing of information, ideas exchange, developing a commonness of a number of thoughts between the sender and receiver is mostly described as Communication. It is necessary that a common thinking exists between the communicators and information transfers takes place between them. A successful communication is carried out by considering the audience's interpretation of the message, nature of message and the environment in which it is received. The ability to communicate is affected by the receiver's perception of source and the means used to communicate that message. A basic model of communication in advertising and promotion comprises of sender, receiver, message and channel (Belch & George, 2009). Different mediums like pictures, words, moving pictures, sounds and colours etc all are interpreted diversely and people have their perceptions associated with each medium (Belch & George, 2009). Within America, a soft drink may mean Coke or Pepsi in one state while the other might translate it as pop with ice-cream.

Communication travels from the source or sender to the receiver by the means of Channel. Advertising comes under the category of non personal channels as it is usually carried out without interpersonal contact (Belch & George, 2009). Promotion can comprise of personal channels as well as non personal channels. The rules of communication, the psychology of customers and consumers and the medium to be used, all are considered while developing an effective advertising or promotion campaign.

Regulation of Promotion and Advertising

Promotions and advertisement are regulated by the government by laws and codes of conduct. Media owners, agencies and advertisers must follow the rules laid down by the Advertising Codes. Offending, harming or misleading is strictly monitored and social responsibility and consumer protection are at the heart of the Codes. The rules and regulations stated in the code contains specific areas like alcohol and gambling, advertising to children, financial products and the environment. Non broadcast marketing communications are regulated by the (CAP) Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing. Broadcast advertisements and promotions are governed under (BCAP) Code of Broadcast Advertising which include television channels, interactive television advertisements and television test, teleshopping and content on self-promotion etc. BCAP is also applied on Ofcom licensed programme sponsorship credits on television services and radio. Majority of radio and TV commercials are reviewed before being sent on air by Clearcast or the Radio Advertising Clearance Centre (RACC).

Trends in Advertising and Promotions, Impact of ICT

Competition is fierce which has put more focus of advertising ...