u-18 advertising and promotion

19
 Nayemul_H_khan Page 1 Q1.1 Explain the communication process that applies to advertising and promotion of the newly developed calling cards. Marketing strategy is immerged from the corporate strategy of an organization. Marketing strategy is most likely then changes into a strategic plan to achieve the organization objectives by exploiting the market opportunities. Generally the objective f an organization is to make profit and it’s possible only when the organization will be able to maintain thorough communication with the target market. That’s why set up and maintains a marketing communication process is obvious. Traditional marketing communications has focused on the creation and execution of printed marketing collateral. But in modern time academic and professional research developed the  practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization.   Now-a-days, the communication process always follows the following steps- Sender    encoding - transmission   decoding and then receiver, which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms the message into attention drawing advertisements designed for various media television, radio, magazines, and others. Messages reach to the customer via different channels.

Upload: nayeem-h-khan

Post on 03-Nov-2015

5 views

Category:

Documents


0 download

TRANSCRIPT

  • Nayemul_H_khan Page 1

    Q1.1 Explain the communication process that applies to advertising and promotion of the

    newly developed calling cards.

    Marketing strategy is immerged from the corporate strategy of an organization. Marketing

    strategy is most likely then changes into a strategic plan to achieve the organization objectives by

    exploiting the market opportunities. Generally the objective f an organization is to make profit

    and its possible only when the organization will be able to maintain thorough communication

    with the target market. Thats why set up and maintains a marketing communication process is

    obvious.

    Traditional marketing communications has focused on the creation and execution of printed

    marketing collateral. But in modern time academic and professional research developed the

    practice to use strategic elements of branding and marketing in order to ensure consistency of

    message delivery throughout an organization. Now-a-days, the communication process always

    follows the following steps-

    Sender encoding - transmission decoding and then receiver, which is part of any advertising

    or marketing program.

    Encoding the message is the second step in communication process, which takes a creative idea

    and transforms the message into attention drawing advertisements designed for various media

    television, radio, magazines, and others. Messages reach to the customer via different channels.

  • Nayemul_H_khan Page 2

    The third stage of the marketing communication process occurs when a channel or medium

    delivers the message. Decoding occurs when the message reaches one or more of the receivers.

    Consumers both hear and see television ads. Others consumers handle and read a coupon offer.

    Sometimes obstacle or barriers could have been occurred and interrupt the process. One obstacle

    that prevents marketing messages from being efficient and effective is called barrier. The most

    common form of noise affecting marketing communication is clutter or confusions.

    Generally companies use one or more than forms from the following fours to communicate with

    the market. So we can say that there are four basic forms of marketing communications. Such as-

    Advertising

    Advertising is the most viable elements of the communications mix. It uses the mass media as

    television, newspaper, radio, magazines, bus holdings and billboards. Advertising is particularly

    appropriate on sending the same promotional message to the large and geographically dispersed

    markets and large audience. Companies considered it as strategic marketing tools because the

    objectives of the advertisements are only realized in the longer term.

    Sales promotion

    Companies use sales promotion as short-term incentives. Some forms of sales promotions are

    free gifts, discount coupons or buy one get one free. Sales promotion targets either consumers or

    the distributors and channel members. Therefore, it is tactical marketing tool.

    Public relations

    In an organization contrast public means customers, suppliers, stockholders, employees, the

    government and the general publics. Maintaining public relation means to keep up a good

    relationship with all the stakeholders the objects of the public relations tend to be border than

    other components of promotional strategy. It concern with the image of the organization rather

    than the product or services. Public relation derives an indirect approach to promoting an

    organizations products or services. Thats why companies are diverting with their promotional

    campaign towards to the public relations than to publicity.

  • Nayemul_H_khan Page 3

    Personal selling

    Personal selling is used in both consumer and industrial marketing and is a dominant form of

    marketing communication. Personal selling is an interpersonal influence conducted on person to

    person basis with the prospective buyers.

    Advertising and promotional mix for newly develop calling card as a communication

    process

    Calling card is product which provides assistance to the people to communicate at abroad either

    independently or by integrating with the local mobile phone service and BT. To formulate a

    suitable communication mix we need to find our target customer and their nature. So far we

    know that calling cards are mostly used by the overseas people to communicate in their home

    country. A large number of UK populations are migrated from different country especially from

    India and south Asia and large number of different ethnic people lives in east London as Indian

    Bengali, Pakistani, and Nepalese and so on. Though people have so many different ways to

    communicate with people at different part because of the technological advancement but still

    most of the people prefer to use calling card because of comfort ability. So it is a great

    opportunity for the newly developed calling card to capture the market with reasonable

    communication and promotional mix. Advertising is the most powerful component to draw the

    attention of the consumers but we have to keep it in mind that local people hardly use calling

    card and it will be totally waste to arrange advertisement in every single media. Our target

    market is Asian ethnic people and the appropriate advertisement will be Indian or Bengali TV

    channels and the newspapers published in their own language. We can do leafleting to make sure

    to reach the every single customer. We know that this market is price sensitive and they always

    expect most utility with the low price, so we can provide double munities to the user of our card

    as promotional offers. Because there are so many others calling card company running their

    business here and competition is very high. In this situation personal selling will play vital role to

    capture the market by making and maintain good relationship with the card dealers, whole seller

    and the retailer. For this purpose we need to recruit and built a strong sales team with a positive

    attitude, aggressive business mentality and high ambition.

  • Nayemul_H_khan Page 4

    Q1.2 Explain the organization of the advertising and promotions industry in the UK.

    Advertising is a form of communication for marketing and used to encourage, persuade, or

    manipulate an audience to continue or take some new action. Most commonly the desired result

    is to drive consumer behavior with respect to a commercial offering, although political and

    ideological advertising is also common. The most common forms of organizations which are

    responsible for the advertising and promotion activities in UK are as follows:

    Advertising Standards Authority

    The ASA is the self-regulatory organization of the advertising industry in the United Kingdom.

    The ASA is a non-statutory organization and so cannot interpret or enforce legislation. However,

    its code of advertising practice broadly reflects legislation in many instances. The ASA is not

    funded by the British Government, but the duty of the organization is to regulate the content of

    advertisements, sales promotions and direct marketing in the UK. To investigate complaints

    made about ads, sales promotions or direct marketing and deciding whether such advertising

    complies with its advertising standards codes. The objectives of the organization is to make sure

    that no marketing communication should be mislead or be likely to mislead, inaccurate, doubtful,

    or overstated.

    European Federation of Sales Promotion

    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.

  • Nayemul_H_khan Page 5

    European Association of Communications Agencies

    The objectives of the European Association of Communications Agencies (EACA) are 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

    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.

    Promotional Marketing Council of Europe

    The PMC is an organization that represents the Sales Promotion industry across Europe

    including clients, agencies and suppliers. Member countries are France, Spain, Portugal, UK,

    Germany, Belgium, Netherlands, Italy, Ireland and Austria and the membership of these

    organizations accounts for an estimated 80 % of the sales promotion business in those countries.

  • Nayemul_H_khan Page 6

    Q1.3 Access how promotion is regulated in UK.

    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 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 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, paying to have a product or service included or referred to few selected types of TV

    broadcasts. This includes:

    films

    series made for TV or other audiovisual media services e.g. video on demand

    sports programs

    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.

  • Nayemul_H_khan Page 7

    Q1.4 Examine current trends in advertising and promotion, including the impact to ICT in

    the UK.

    International calling card service is one of the most important categories in the delivered

    overseas ethnic market markets. It is contributing lots of sales in recent time through independent

    retail, wholesaler and card companies. It is a category maintaining momentum through creative

    marketing and promotions, new product developments with suitable promotional offers.

    The current trends in advertising and promotion activities which are going at the UK market

    thats depends on the following reasons-

    Allowing a lots people to enter and live in UK.

    Increasing trends of global communications among the citizens.

    Encourage the new generation to think globally.

    Increasing tendency to utilize the promotional offers provided by the companies.

    The advertising of different types of calling card service at the different level of

    customers.

    The ideas of new advertisement program 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 programs 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.

  • Nayemul_H_khan Page 8

    Q2.1 Explain the role of advertising in an integrated promotional strategy for the newly

    developed calling card.

    Advertising really plays a big role in Calling Cards success. Its advertising has been rather

    pervasive as one of the stated goals of communications industry was to ensure that everyone in

    used calling card as an easy and reliable means of communication in abroad. Advertising for

    calling card or cheap line rental to call abroad is now almost everywhere, especially in east and

    north London area where a large number of overseas people belongs to. The most popular words

    in these area at the moment is talk as much as you want anywhere of the world. About 90% of

    overseas people relay on calling card to communicate with their relatives. Thats why companies

    are appending lots of money in advertising and promotion of calling cards business.

    There are five main ways of promoting the newly developed calling card-

    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 allowing customers use card on a trial basis.

    The fifth one is local promotion held by retailers.

    Although the main advertisements in every country still follow this strategy, especially using the

    local stars to attract young customers, Calling card companies begun to use computer technology

    to make cartoon images which matches local culture or just funny.

  • Nayemul_H_khan Page 9

    Q2.2 Explain branding and how it is used to strengthen a business or product. Use suitable

    current examples from the real world.

    Branding is the building of trust with employees, customers and stakeholders. In 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 Calling Card.

    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. Different

    famous brand as Nike, Coca-Cola, McDonalds and Pizza Huts 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.

  • Nayemul_H_khan Page 10

    Q2.3Review the creative aspects of advertising such product as calling card.

    Pre-paid calling cards allow consumers to purchase credit for phone calls, which they access via

    a PIN printed on a card. Primarily this product is used to make international calls. This product

    has received very little attention from regulators and academics. Complaints statistics from the

    Telecommunications industry Ombudsman (TIO) are usually used to identify problem products

    in the telecommunications market but complaints for calling cards remain low. A close

    examination of qualitative evidence shows that TIO statistics are a poor indication of consumer

    detriment experienced with pre-paid calling cards due to the nature of the product, difficulty of

    lodging a complaint and key groups of consumers who use calling cards. Noting a lack of

    quantitative evidence on calling card advertising, use and customer service, ACCAN

    commissioned this work to explore the consumer experience of calling cards. Research was

    conducted in three stages: point-of-sale use of the product and complaints mechanisms. ACCAN

    commissioned ACA Research, a market research consultancy company, to conduct market

    research, product testing and desk research for this project. Findings show that consumers

    looking to buy a pre-paid calling card are essentially participating in a lottery. With little quality

    information available at the point-of-sale there is a chance that they will purchase a good quality

    card which offers hundreds of minutes of talk time but it is more likely that they will end up with

    a card that offers poor value for money.

    Key findings include:

    Only 28% cards had any sort of in-store information about rates, terms and conditions.

    Only 17% of cards had easy-to-find information in stores.

    94% of salespeople could not give the customer any information about calling rates,

    100% of salespeople could not provide information about terms and conditions.

    40% of cards had significant quality problems including failure to activate, poor call

    quality and instances where the number of minutes provided was significantly less than

    the number advertised.

  • Nayemul_H_khan Page 11

    No cards actual rate per minute matched the advertised headline per-minute rate. The

    average actual rate per minute was 46.78 cents with an average of 22.04 cents difference

    between the advertised and the actual rate.

    This research paints a picture of a market in need of intervention. The non-compulsory pre-paid

    Calling Card Industry Guideline has failed to protect consumers and sporadic ACCC

    enforcement action, while effective in some ways, is insufficient to ensure that all calling cards

    advertise products in a clear manner.

    Ultimately, the market should work well not just for consumers but also for calling card

    providers who offer quality products. Currently it is difficult for consumers to identify some of

    the cards on the market which offer exceptional value, sometimes greater value than online

    VOIP products with simple terms and conditions.

  • Nayemul_H_khan Page 12

    Q2.4 Examine ways of working with advertising agencies in UK.

    Companies work hard to ensure they provide premier goods and services to their markets. Small

    to mid-sized businesses use advertising agencies to help them relay their messages to the public.

    Though outsourcing means using the services of a separate entity, it is important to foster good

    relations with them so the relationship becomes mutually beneficial.

    Be flexible

    Know where you want to be, but be flexible in getting there. Remember why you sought the help

    of an advertising agency in the first place. Dont assume you have all the answers.

    Its technical

    There is a science behind advertising. How colors collaborate, words work with pictures, etc.

    contributes to the effectiveness of advertising. Understand you may desire a certain look, but

    advertising agencies hold the expertise; they know how best to advertise for your company.

    Have one liaison

    You may be accustomed to discussing business matters with several people or a board. When it

    comes to advertising, people host different opinions making it difficult to arrive at a final

    decision. Advertising agencies recommend appointing one person to work with them directly.

    This eliminates conflicting views that discourage agencies from working with you further.

    Know your customers

    Successful businesses sometimes assume they know their customers because their

    products/services sell very well. This is a common mistake. Advertising agencies may suggest

    conducting market research to understand how to reach your customers. This will cost more, but

    will be advantageous to your advertising campaign as a whole.

  • Nayemul_H_khan Page 13

    Q3.1 Explain primary techniques of below-the-line promotion and how they are used in an

    integrated promotional strategy for a product like calling card.

    The terms below the line promotion or communications refers to a forms of non-media

    communication, even non-media advertising. Below the line promotions are becoming

    increasingly important within the communications mix of many companies, not only those

    involved in FMCG products, but also for industrial goods.

    Below the Line uses less conventional methods than the usual specific channels of advertising to

    promote products, services, etc. than Above the Line strategies. These may include activities

    such as direct mail, public relations and sales promotions for which a fee is agreed upon and

    charged up front. Below the line advertising typically focuses on direct means of

    communication, most commonly direct mail and e-mail, often using highly targeted lists of

    names to maximize response rates.

    Another interesting and very effective BTL is Sop Intercept. Trained sales personnel, often

    young women, are deployed at Retail Stores, near the shelves of targeted products. These young

    women convince customers visiting these shelves about the better aspects of their brand

    compared with others. This is ideal for new launches as it generates trials, which if successful

    result in repeat sales.

    There are so many different calling card services within UK. Advertising agencies are

    responsible for their promotional add. One of their responsibilities is developing new brands and

    extending existing brands. The sustainable growth of the calling card services system depends on

    the ability to work effectively together through collaboration, mutual support and shared goals.

    The system strengths lies in coca cola routes-to-market and our ability to help the customers

    grow their businesses, continually enhancing the value of brands to both customers and

    consumers. In order to continually grow business of calling card Company needs to be

    increasingly efficient in use of resources. Below-the-line promotions are becoming increasingly

    important within the communications mix of many companies, not only those involved in

    individual products, but also for industrial goods.

  • Nayemul_H_khan Page 14

    Q3.2 Evaluate other techniques used in below the line promotion for similar product in the

    UK market.

    To find an appropriate answer for this question we will review the example of Coca-Cola

    advertising strategy in UK. The Coca-Cola Company is not a new company to achieve the

    below-the-line promotion which is target by the company. The Coca-Cola Companys marketing

    department is accountable for the brand development, maintenance and positioning of all of the

    Coca-Cola Companys brands. They focus on all above-the-line marketing and national

    promotions for trade and end consumers through the appropriate media channels and brand

    activation. Coca-Cola Company focuses on understanding the market, and is primarily

    responsible for brand research, consumer research, and pricing studies. By maximizing the

    potential of brands, developing innovative new brands and introducing Coca-Colas international

    brands into UK, they ensure that our products are the first choice of consumers.

    Coca-Cola uses following promotional techniques other than below the line strategy to promot

    their brand-

    Green contest

    Coca Cola has launched a green contest that is aimed at promoting environmental sustainability.

    Coca Cola Wonder of the World Promotion

    Allowed consumers to get the opportunity to win a dream vacation to destinations such as Paris,

    Hollywood, New York, Singapore and Cairo.

    The promotion sparked an interest within the public who avidly collected their Coca Cola caps.

    All the promotional tactics of Coca cola aim to shape the culture of the population to think that

    drinking Coca Cola is the way of life.

  • Nayemul_H_khan Page 15

    Q4.1 Follow an appropriate process for the formulation of a budget for an integrated

    promotional strategy for the calling card.

    The marketing plan then, is a dynamic document which focuses on bringing marketing strategies

    to life, serving as a roadmap for carrying out marketing activities and implementing marketing

    strategies. It is a multi-step process, which considers the following:

    Formulating a strategy of company or division and making sure that appropriate

    linkages are made between company strategy and marketing activity planning.

    Analyzing the environment within which you do business to make sure the

    marketplace, the industry, competitors, and other influences.

    Carrying out market profiling, enabling you to identify market segment, target

    customer types, and overall demand. Additionally, analysis of the industry and

    competitors, coupled with analysis of customer types, enables the creation of

    demand possibilities and the resulting forecasts.

    The marketing mix, which considers a combination of activities which come

    together harmoniously, in bringing the product to market and sustaining it while

    in the market.

    Budgeting of marketing programs so that the appropriate sales goals and

    corporate strategies can be attained.

  • Nayemul_H_khan Page 16

    Q4.2 Carry out the development of a promotional plan for the calling card.

    Sampling

    If objective is to trial the product then sampling is an effective sales promotion method. Usually

    sampling is involved with low value products and products having highly visible features of

    benefits.

    Couponing

    It is one of the oldest sales promotion strategies and sometimes couponing makes the product

    problematic by cheapening your brand name. Coupon is mainly used for attracting new

    customers as well as to increase instant sales with price reduction of a product.

    Loyalty schemes

    It is basically a point based system, where each customer gets some points on each purchase and

    later he can use these points on buying the same products or other products at a reduced price. To

    many marketers, loyalty schemes are also known as-frequent purchasing scheme.

    Packaging or Design

    Many marketers do no pay much attention to the quality of packaging, because they simply do

    not understand the psychological and brand image aspects of packaging. An attractive and

    innovative packaging can work like a salient sales man-packaging does the hooking function to

    buyers. A well-packaged product carries not only the brand values but also create an emotional

    link to your prospects. Not that it is only important for packaging to be eye-catching, aesthetic,

    but it needs to protect the product inside with proper manner.

  • Nayemul_H_khan Page 17

    Q4.3 Plan the integration of promotional techniques in to the promotional strategy for the

    calling card.

    A typical sales promotion budget covers almost 70% of the total consumer sales promotional

    budget. It is also considered as a brand differentiator by many big players like Coca-Cola Nike,

    Apple, and Nokia. For the newly developed calling card business experts and academics

    regarded sales promotion as typical marketing techniques that add value to a product in order to

    achieve specific marketing goals.

    The primary purpose of promotion strategy is to induce the consumers to make a quick buying-

    decision in order to create increases sales. Integration of promotion is to offer customers to take

    chance of winning a prize or offering some extra products with the same price. Sales promotion

    and marketing are inter-related but not have the similar purpose. The Coca-Cola company takes

    different promotions activities such as at the world cup football occurring time also at the

    summer season the takes different promotions activities for achieve the new customers and

    evaluate their products computations. The newly developed calling card company can provide

    different offer on the basis of pick and off-pick, Week days and weekends.

    It is advertising which makes a platform for sales promotion where customers can see 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.

  • Nayemul_H_khan Page 18

    Q4.4 Use appropriate techniques for measuring campaign effectiveness for the calling card.

    This work is conduct with the advertisement and promotion of the new products which are

    introduced at the existing business world. At this work mainly reflect with the advertisement and

    promotion activities of the newly developed calling card. The major findings of this work are the

    process and procedure which are takes for the promotion activities by the company. Also at this

    work discuss about the regulation for the advertising authorities and how these authority evaluate

    this. There was discussion about the new techniques for the promotion of the new products at the

    market. However, with the turn of the millennium, while international calling card sales were

    doing well and it was facing some new challenges especially in its largest market of UK.

    Completing the target of market demand at the company takes the following steps for advertising

    and promotion activities-

    New campaign activities at the all market level and for all customers.

    New advertisement takes for the all levels of customers.

    Takes different types of new variation of services introduce at the market with

    new advertisement and promotion activities.

    Regular monitoring the advertisement and promotion activities at the market

    level.

    Ensure the customer about the new thematic promotion and products

    potentialities.

  • Nayemul_H_khan Page 19

    References

    Kotler, p.(2004). Principle of Marketing, Tenth edition, New jersey; Pearson Education

    Inc.

    Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing

    Management - European Edition. London: Pearson Education.

    Porter, M. E. (1980). Competitive Strategy: Techniques for Analysing Industries and

    Competitors. New York: Free Press.

    http://ictmt.utem.edu.my/index2.php?option=com_docman&task=doc_view&gid=26&Ite

    mid=31

    http://swotanalysisexamples.org/porters-five-forces-of-toyota/

    www.textbooks.elsevier.com

    http://news.bbc.co.uk./1/hi//business/4015831.stm