• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21
  22. 22
    22
  23. 23
    23
  24. 24
    24
  25. 25
    25
  26. 26
    26
  27. 27
    27
  28. 28
    28

Advertising and Promotion.

Extracts from this document...

Introduction

Kerry Wake H.N.D. Advertising and Promotion Assignment 1 January 2004 Wayne Bailey Table of Contents Section 1 - communications industry Introduction page4 Communications Process page5 The role of the various parties in the communications process & their relationship page8 Conclusion page11 References page 12 Bibliography page13 Section 2 - current trends Introduction page15 Current trends - micro marketing page16 Current Trends - e commerce page18 References page19 Bibliography page20 Section 3 - behaviour models Introduction page22 Behaviour models page23 Conclusion page26 References page27 Bibliography page28 Section 1 Communications Industry Introduction Communication plays a major part when it comes to advertising, this booklet explains the communications industry, and it also looks at the roles of the various parties in the industry and their relationship between one another. Communications Process Communication is contact between two or more parties, giving information. The aim of the communications process is to influence buyer behaviour, but before the marketers can influence the consumers they need to know how the communication process works. A View of the Communications Process All marketers send a message to encourage you to buy their product. PRESELLING SELLING (How to sell it and how to sell it) (How to sell it and the way you sell it) POST- CONSUMPTION CONSUMING (To sell it again) (Whilst you are selling your product) I am to give you 2 communication model theories of communication activity. 1. Lasswell's theory According to Lasswell, Power and Personality (1948) a communication model should answer the following questions: * Who? * Says What? * In What Channel? * To Whom? * With What Effect? 2. Kotler's theory But according to Kotler, Marketing Management: Analysis, Planning, Implementation and Control (1991) the communication process was a sender/receiver model which to him provides a framework for answering the questions of Lasswell. ...read more.

Middle

Conclusion As you have seen there is much more to the 'communications industry' and the structure of it. When you are communicating your product or service to the consumers there is a lot to think about. Sometimes though, the person receiving your message may not get the full message due to noise around the home, when the T.V or radio is on. Even though this isn't your fault you must still be aware of noise and other possible problems that can arise. If you don't get the message across the way you were supposed to then someone else will. References www.adbrands www.ihaveanidea.org www.tutor2u Bibliography Advertising and Promotion Class Notes Barnsley Premier Leisure Strategic Marketing Manual BPP Business and Marketing (page 289-301) Marketing Class Notes Web Sites on Reference Page Section 2 Current Trends Introduction This script is to explain two current trends in the communications environment in the U.K. The two trends I am to explain are e-commerce e.g. the internet and also micro marketing e.g. target marketing-magazines. I will give you a definition of the current trends and the advantages and disadvantages of both. Micro marketing Micro marketing is the process of individualising marketing, so that the product fits the customer perfectly. www.bized.ac.uk There are several important reasons why businesses attempt to segment their markets carefully. The main reason is that customer's needs differ. Customer circumstances change, for example they grow older, form families, change jobs or get promoted, change their buying patterns. By marketing products that appeal to customers at different stages of their life ("life-cycle"), a business can retain customers who might otherwise switch to competing products and brands. By segmenting markets, the target customer can be reached more often and at lower cost Magazine Companies are a good example of Micro marketing. ...read more.

Conclusion

www.tutor2u This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision. The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages. The buying process starts with recognition. The buyer recognises a problem or need. If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and then. If not, then the process of information search begins. The usefulness and influence of these sources of information will vary by product and by customer. Research suggests that customer's value and respect personal sources more than commercial sources (the influence of "word of mouth"). The challenge for the marketing team is to identify which information sources are most influential in their target markets. In the evaluation stage, the customer must choose between the alternative brands, products and services. After evaluating which product to buy the customer then purchases. Lastly there is the post-purchase evaluation. Did it meet the customer's requirements? Conclusion Buyer behaviour is an important part of the marketing process and it to understand why a customer makes a purchase. Without such an understanding, businesses find it hard to respond to the customer's needs and wants. You have just seen 3 buyer behaviour models and each suggest different processes you have to go through. For a marketing manager, the challenge is to understand how customers might respond to the different elements of the marketing mix that are presented to them. If management can understand these customer responses better than their competition, then it is a potentially significant source of competitive advantage. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Most evenings from 5.30 p.m. to about 10.30 p.m. is peak viewing time when TV audiences are largest. The ITV companies usually show the same programmes, though they may show different advertisements. TV advertising time in Britain is sold on the 'spot' system. A 'spot' can last for a few seconds as with many of the 'still' advertisements for local stops or for a minute or even occasionally more.

  2. McDonalds Promotional Objectives The companies' main objective is to be the family restaurant ...

    McDonald's youth promotions ensure that children will continue coming to McDonald's even when they are older. Local Promotions As well as national promotions, individual restaurants sometimes offer local promotions by supporting local schools, athletic teams, and fund raising. Advertising cooperatives have also been formed which allows them to pool the advertising resources.

  1. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    friends, the rugby team or the three sheeps and it also highlights the quality typically associated with drinking Guinness, which is sharing a moment of pleasure and relaxation. This is consistent with the core values of the brand COMMUNICATION PLAN Communication objectives The time span is over a one-year period and the budget is set at �10 million.

  2. Marketing Communications Plan For A Small Cleaning Service Company.

    Mike can receive help from the Yellow Pages associates to create the ad. Sales Promotion Sales Promotion is used to engage the purchaser. Coupons and discounts are offered to our customers via newspapers. Coupons are given to new customers during the first two weeks.

  1. VW - Skoda Fabia - Intergrated marketing communication.

    campaign which built on the quality concept of the car and how the consumer wouldn't believe it was a Skoda. During this time many Skoda Fabia's were being given away in promotions to simply allow the consumer to try the product.

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    Television announcements include images, sounds, movements, color and consequently render on audience much greater influence, than announcements in other mass media. Advertising on TV becomes more and more interesting, informative and at the same time complex and expensive in manufacture, especially if it is based on computer's schedule.

  1. How has lucozade persuaded it is audience to buy the product from 1970 to ...

    The wolves are depicted in this manner because they are using an action game and a genre that is verging on horror; this is shown when they are silhouetted with only their red eyes glaring through the darkness. Again the market has opened up to a wider range of people

  2. Free essay

    Tetley Evaluation

    time to edit which would jeopardise I deadline for handing in our assignment on time. To make sure we keep on and on time it's important that we as a group we do group meeting at least twice or three times a week.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work