Advertising and Promotion in Business

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Task 4

Digital media and social media have revolutionized the way companies advertise their brand or product. There was a time when advertisements used to be boring and people just skipped them for the main content. But after the arrival of social and digital media, advertisements are no more boring but sometimes funny and entertaining while conveying the message to the buyer and persuade them to buy products of a particular company. This role of advertisement is achieved by using technology and incorporating innovative ideas by the hired agencies. These agencies specializes in digital and social media marketing and help the consumer better understand the product of the company and message which they want to convey though that advertisements. By the use of social media advertisements have become more interactive which forces the consumer to look at it and thus create a longer lasting impact on its mind which will eventually result in consumer buying the product. In addition to this, today through the use of social media companies an better predict the needs of the consumers based on what they see and like and thus personalize the advertisements for them. This way only relevant products reach to the consumer and brands also have the better understanding of their prospective buyers. Through the use of digital media companies now have to reach to larger audience spread over the large area and thus can create promotional strategies which target all of them. Specifically MNCs use this medium to reach their potential buyers who are present in multiple countries and have different needs and beliefs. Thus, this flexibility provided by the technology to brands to promote their products and reach the masses is helping them influence the demand for their products and provides them a competitive edge in the market (chi, 2011).

Task 5

Branding refers to the attributes or features of a product which attaches the company with the consumers. It can be done by using an image, symbol, logo, icon or a slogan. Branding helps in differentiating the product or the brand from its competitors. It is also used for creating or changing the reputation of the company in the market. Branding helps the companies in many ways. It creates an emotional attachment of a consumer with the company and in turn consumer expects the company to fulfil its demands and promised regarding the product he is buying. Thus, to meet the expectations of the consumers, companies have to continuously invest in research and development to make their product better than that of competitor and keep the consumer loyal to the brand. Branding strengthens the customer base as through the use of unique icons, symbols, images, slogans etc. customer can easily identify their favourite brands and stay loyal to it. This way companies not only guarantees repeat business but can also stay in the market for the long run. Here we can take the example of multinational giants such as BMW, Nokia, Ferrari, Nescafe etc. have all invested in branding and enjoyed loyal customer base. This is evident in the fact that all these companies have their unique symbols, logos, taglines and even colour schemes which differentiate them from their competitors and makes them identifiable among their consumers (Hansen, 2003).

Task 6

Advertising copy refers to the written text of a print, radio, or television advertising message that aims at catching the interest of the prospective buyer and persuading him to buy the product. Thus advertising copy is an essential tool to convey the unique selling points of a product to the buyer and influencing its purchase habits to turn them in our favour. Though it’s a common belief that advertising copy should be easy to understand and read and at the same time small in size, but it is seen that even the long ones get appropriate response if written skilfully. Thus it is the job of the advertising agency to come up with a copy which while being not very lengthy, presents all the features of the product and also is interesting to read. Creativity can be incorporated in this part of the advertising strategy to lure the consumers in your favour. Family oriented approach of advertisements of McDonalds shows that their target clientele are middle class families and not just youth. Same is with car manufacturer Toyota which in its advertisements focusses on safety features and reliability of their cars rather than speed and engine performance (mulhern, 2009).

Conclusion

In this study we have discussed the concepts of advertisements and promotion. We discussed the communication process in advertising and witnessed the importance of each of them in advertisements. We also discussed the organisation structure of promotion and advertisement industry and roles of each of them in creating a successful advertisement campaign. We took the example of Volkswagen to see how change in advertising strategy can affect the demand for the product and change company’s image. In addition to this we also analysed the ethical aspects of advertising and how beliefs of the consumers affect the company’s advertisements. We also listed advertisements regulatory authorities of some countries. We have also studied the role of digital and social media and how they can be successfully used to influence the prospective buyers. We also understood the concept of branding and how multinational companies use it to attract consumers. At last we discussed the concept of advertising copy and how major companies use it by taking example of McDonald and Toyota motors.

References

Clow, K.E., 2007. Integrated Advertising, Promotion and Marketing Communications, 4/e. Pearson Education India.

Craig, C.S. and Douglas, S.P., 2005. International marketing research. Chichester: John Wiley & Sons.

Borgerson, J.L. and Schroeder, J.E., 2012. Ethical issues of global marketing: Avoiding bad faith in visual representation. European Journal of Marketing, 36(5/6), pp.570-594.

Hawkes, C. and World Health Organization, 2007. Marketing food to children [electronic resource]: changes in the global regulatory environment, 2004-2006.

Chi, H.H., 2011. Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), pp.44-61.

Mulhern, F., 2009. Integrated marketing communications: From media channels to digital connectivity. Journal of marketing communications, 15(2-3), pp.85-101.

Hansen,