• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

HND advertising and promotion

Extracts from this document...

Introduction

TASK 1 The marketing communications industry consists of four main groups. These are the media, the clients, the agencies and support organisations. (Source: Fill, 2006). They are all interdependent with each other, as each needs another to operate. Clients have the option to take on their communications themselves, or to get another party to do on their behalf. Most take on the help of agencies. This is mainly because taking on their own marketing communications can be very costly and inefficient. Enrolling the help of a specialist agency enables them of these problems. Agencies are companies that provide a specialist service to another company. There purpose is to take on work that a business may not be able to do. In this context, the agencies are to provide services in market communication such as advertising and media. There are a few agencies types that are available to companies. Firstly there are the full service agencies. These agencies will pretty much offer a full range of services to a business. They will be able to take on companies advertising needs. Their services will offer research, planning, production and launch. They will be able to give you a complete service. (Source: Fill, 2006) The next are the media independents. There services will be providing specialist media information and help. Their services will be mainly in planning and buying of media. ...read more.

Middle

Sony has used an innovative form of advertising and promotion of its new range. The impact has been significant. The music that backed the bouncing balls advert reached number 6 in the UK music charts, mainly due from the advert. This fact alone demonstrates the impact the advert had. The advert caused a sensation and was the talk of many conversations. I remember people asking me if I had seen the exploding building advert. Other companies in the same market have used similar types of advertising. Philips recently used a TV campaign to promote their new range of plasma screened televisions. It had a man sitting down watching The Incredible Hulk film on a Philips TV, and all of a sudden the character from the film emerges. This is similar to the Sony magazine advert campaign that depicts images from the television set falling out of the screen into the living room. The current trends in advertising and promotion in the television market is to capture the imagination of the viewer and inspire them by making visually beautiful films. BRAVIA is the premium brand from Sony. It is targeted at AB professionals with high income. The advertising campaign appears to be a success. It has attracted lots and lots of interest and has a huge amount of media coverage. On the BRAVIA website, many people have signed up to view the site and watch the advert. ...read more.

Conclusion

PR is about how a company is perceived by others and the reputation is has. Public relations can work in a number of ways. An example could be a prize giveaway in a national newspaper. Although there is no direct advertisement from the company, the newspaper will be endorsing the products names. All of these methods would be used by a company as part of an advertising campaign to an extent. TASK 5 Depending on the product, a company has various options at the launch period as to what type of below the line techniques they can use. The launch is the most critical time for new product. No one will have heard of the new product and sales would be reluctant. The use of PR and sales promotions would be promenade. Making the brand name recognisable by the consumer is a key objective. The use of public relations such as sponsorship of a well known event would be a good idea. Another would be to offer an incentive to by the product with the use of sales promotions. For example, with every BRAVIA television you get a free DVD player. Towards the end of the product life cycle different techniques could have to be used. To ensure stocks of the product sells, the business could use another form of sales promotion such as discounts and buy one get of free. As the product gets older its level of interest drops from the consumer, so keeping the product in their mind is a key priority. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing 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 GCSE Marketing essays

  1. My business strategy - computer shop.

    The in-store demo's would be used as the customer would want to see what the products permanence is like. Using price reductions of small amounts, like ? 10 off your next purchase would help to bring people back. The use of free samples, gifts, competitions are not very suitable for my shop.

  2. This project requires me to produce a imaginary business

    A person in a wet part of the country will buy clothes for wet weather, while in a dry part people wont. This also applies to when a product is exported. Income These are created depending on a person's income.

  1. Free essay

    the Hierarchy of Needs

    I think that the old advert is trying to meet the needs of self-esteem because in the picture the model is standing there semi-naked looking very confident. I think that the newer ad is also trying to meet the needs of self esteem and self actualisation because of the picture

  2. Research an existing business in your local area and produce questionnaires to be distributed. ...

    price will be as low is possible, so that I can attract the largest number of customers. I will also have goods that are of a high price, that are specialist and only I sell them. Even though am I aiming at social group C, they may be looking for

  1. Examine some of the ways that television advertising has developed since the 1950's.

    There is then a close-up of the boy, which fills the screen. He is smiling and there is a light in his eyes. The boy is freckled, which shows an outdoor lifestyle, and he's happy. Again, the narration is done by voiceover, again Yorkshire.

  2. Media assignment2 The Analytical Task

    The five members were wearing slightly the same style in the article as they wearing in the music video. The clothing appeals to young audiences, from country such as China, Tai wan, Japan, Korea and the other of Asia countries.

  1. Analysis of GTA San Andreas advertisment

    Rockstar obviously want people to recognise that the same people have made all of the other GTA games. If we go down the page slightly we see "Grand Theft Auto San Andreas" written in two different fonts. The "Grand Theft Auto" is written in one font similar to that of the previous GTA games which is brand identity.

  2. Types of advertising and promotion - Reebok.

    Reebok Reebok had an advert with 50 Cent and it talked about him getting shot 9 times and him surviving it. Reebok thought that there would be a good advert because it shows 50 cent making something of his life after all what's happened.

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