The organization of the advertising and promotion industry

Promotion is an aspect of the marketing business. Essentially, if marketing can be considered as the process of bringing a product or service to the attention of consumers, promotion is the adoption of strategies to keep the product or service in the minds of consumers and stimulate continued demand for it. Promotional activity is closely interlinked with sales, distribution and target markets. There are several potential avenues of action that the promotions team can utilize.

The organization of the advertising and promotion industry


Nirjon Prantor Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics.

To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion.

The importance and significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here.

Table of Contents Executive summary Understanding the scope of marketing communication.

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Understand the role and importance of communication. Understand below-the-line techniques and how they are used. Be able to plan integrated promotional strategies In order to reach its desired goal, a business firm has to take the help of advertising and promotion to attract the attention of the customers and subsequently persuade them to buy from the firm or business.

For this, a business firm has to communicate the benefits of its product to its target audience. If a firm can influence the customers thinking about its products or services and develop curiously in them by effective advertising and promotional activities, it is bound to go on a long way.

So, business firms use various measures, techniques and strategies to create an unique image by getting the attention of its customers and motivate them to buy from the firm. LO1 The scope of marketing communication: In light of advertising and promotion, communication is the message and related media used to communicate with a targeted market.

The more effective is the communication, the more people tend to be convinced and the more a firm is to be benefited.

In a competitive market, the survival of a firm depends on effective communication process that applies to advertising and promotion. There are many theories to facilitate this process, three of them are following: This theory was developed by Vance Packard in He stated that effective advertisements are not necessarily aimed at satisfying basic needs.

Sometimes persuasion is more effective when the message is directed at hidden emotional needs. His given emotional needs are: Reassurance of worth iii. Sense of power v.

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Selling love objects vii. Sense of roots viii. This is a very simple model of persuasion described by Hugh Rank. He described the two basic and opposite patterns of that are common to many persuasive situations.

To intensify, the persuader wants to increase the significance of certain elements to make the other person to take it more seriously or see as important as the persuader. Downplaying is the opposite of intensification. It can be done using the same but reversed techniques.

In addition, diversion, omission and confusion methods can be used. Media richness theory is introduced by Richard L.

Daft and Robert H. It is used to describe and evaluate the richness of certain communication Medias and rank them accordingly. It states that richer, personal communication Medias are more effective for communication of promotional issues than less rich media.

Richness of media is measured according to its understanding time and clearness, 1. Today most firms prefer to assign the work of advertising and promotion to advertising industry rather than do it by themselves.

The organization of the advertising and promotion industry

As the promotional activities are much important to any firm, the firms should choose advertising and promotional industry wisely. The core factors to be considered while choosing the right advertising industry are: The ad agency must have an adequate amount of goodwill.Advertising and promotion is very important for a business organization as it carry out the attentions of current and potential customers.

Business organizations may have finest products or services with attractive and reasonable prices but its potential customers do not know about their business, there is a great chance to be unsuccessful in business. According to Belch, organizations are of five types in advertising and promotion industry.

Firstly, it is the advertiser or the client such as BMW. Another organization is the advertising agency that produces and distributes the advertising. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations The Client’s Role• In-House Agencies Comparison of advertising organization systems An in-house agency isan advertising agency thatis set up, owned, andoperated by the in houseagencies .


Advertising and Promotion Advertising is a form of commercial mass communication designed to promote the sale of a product or service and it also sends messages on behalf of an institution, organization, or candidate for political office.

2 Ch 2: The industry© 4 Structure of the Advertising Industry (text Ex. )Advertisers External Facilitators Advertising and Promotion Agencies Media Organizations. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization.

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing Entry-level education: Bachelor's degree.

The Structure of the Promotion Industry |