ADVERTISING AND PROMOTION IN BUSINESS

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ON

ADVERTISING BUSINESS

AND

PROMOTION

IN

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ABSTRA!T.............................................................................................................................." S!ENARIO..............................................................................................................................." INTRODU!TION....................................................................................................................# TAS$ %& S!OPE O' MAR$ETING !OMMUNI!ATIONS.............................................# &.&!OMMUNI!ATION PRO!ESS APP(IES TO ADVERTISING AND PROMOTION IN SAMSUNG ...............................................................................................# &.) ORGANI*ATION O' T+E ADVERTISING AND PROMOTION INDUSTR,......&.. AN ASSESSMENT O' +O/ PROMOTION IS REGU(ATED.................................0 &." RE(EVANT TRENDS IN ADVERTISING AND PROMOTION AND IMPA!T O' I!T.............................................................................................................................................0

TAS$ 1 ). T+E RO(E AND SIGNI'I!AN!E O' ADVERTISING................................2 ).& T+E RO(E O' ADVERTISING IN INTEGRATED PROMOTION STRATEG, 'OR A BUSINESS OR PRODU!T.......................................................................................2 ).) /+AT IS BRANDING AND +O/ IT STRENGT+EN A BUSINESS OR PRODU!T................................................................................................................................3 ).. A REVIE/ ON !REATIVE ASPE!TS O' ADVERTISING.....................................3 )." T+E /A,S O' /OR$ING /IT+ ADVERTISING AGEN!IES...........................&4 !ON!(USION.......................................................................................................................&4 /OR$S !ITED.....................................................................................................................&4

Abstract
An illustration of communication process applied by Advertising and Promotion Industry and the steps to organize it, besides that explains how the promotions are regulated. Moreover explains the current trends in the industry with the impact of IC , and the role of advertising in an integrated promotional strategy and explained with how branding used to strengthen a product or business. !inally it reviews the creative aspects of advertising and examines the ways of wor"ing with advertising agencies.

#cenario
he #amsung Company deals the $uality products of mobile devices, .%, audio, video, camera, computer, print solutions, home appliances, memory storage and accessories. he #amsung Company comes up in the mar"et with the strategy of repossession. he current position comes up with cheaper price and $uality than competitors of #ony and Mitsubishi. #amsung focused on price over $uality, such as a lower price than very top names. hey made the name #amsung as $uality and build a strong brand name than #ony by the year &''( and increases profit from )&.& billion to ) &*.+ billion in &'',.

Introduction
he Advertising and Promotion strategy has a significant part to reposition organizations to higher levels such as branding a product or business. he communication process dynamically wor"s in advertising and promotional campaigns. he creative aspects of advertising help to branding and strengthen business and product.

as" -, #cope of Mar"eting Communications

AMA (1960) - "Marketing is the performance of business activities that direct the flo of goods and services from producer to consumer or user!" he mar"eting communication influencing the day to day life of people in each and every moment in different forms, the mar"eting communication media should vary, besides that the electronics, I and communication technologies and other forms li"e newspapers, sign boards, magazines even mouth advertisements may influence every moment. he existence of organizations depends to influence people by mar"eting communication techni$ues and competing with competitors and reached to customers by offering goods and services from the manufacturer to users. According to American Mar"eting Association .&''*/, Marketing is an organizational function and set of processes for creating, communicating and delivering value to customers and for managing relationships in a way that benefits both the organization and the stakeholder 00 he mar"eting communication is set out as an organizational function consists of processes to create communication with the users and managing the relationship with them for the benefit of the organization and sta"eholders. According to "otler (#000) - "A societal process b$ hich individuals and groups obtain hat the$ need and ant through creating% offering% and freel$ e&changing products and services of value ith others!" he mar"eting communication is a public oriented process of creating the needs and wants, moreover to offer and exchange products and services of value to others. he nature of the mar"eting communication is, it is an economic function, the legal process of ownership transfer, system of interacting business activities and managerial function and social process. In addition it is a philosophy based on consumer orientation and satisfaction with ob1ectives of profit ma"ing and consumer satisfaction. he scope of mar"eting communication consists of identifying the needs and wants of consumers, the study of consumer behavior, production planning and development, pricing policies, distribution, promotion, consumer satisfaction and mar"eting control.

,.,Communication Process Applies o Advertising and Promotion in #amsung

'efers to ((usiness dictionar$% #01))% the communication process is% **+he sharing of meaningful

information bet een t o or more people ith the goal of the receiver understanding the sender,s intended message! -n business% the effectiveness of a compan$,s internal and e&ternal communication process has ver$ often been important to its overall success!..!

Source.www.slideshare.net/.../marketing-communication-process-889.

According to "otler%..Marketing is the process b$ hich an organi/ation relates creativel$% productivel$% and profitabl$ to the marketplace! #) Marketing is the art of creating and satisf$ing customers at a profit! )) Marketing is getting the right goods and services to the right people at the right places at the right time at the right price ith the right communications and promotion!..

Advertising and promotion are the significant part of the economic system. It is structured and ma"es the audience experience with dimensions of communication, mar"eting, economic and social. Promotions are adding value to the purchase price and promoted with advertising tools. he advertising strategy implemented by the advertising agency and generates audience experience. herefore communication needs audience and the audience experience interconnected with tools, media, message and people and processes. #amsung repositioned its products upward and since ,22+ change image by manufacturing more upscale products with top of the line offerings also focused price over $uality through discount chain stores. #amsung labeled the products right there with the $uality and change of image supported by advertising and promotion. #amsung3s (( advertising agencies consolidated into one and )2'' million spent on the global IMC in &''& and out of that )+' million spent in 4.# including a 5( foot electronic billboard in 6ew 7or" and high profile presence at 8lympic 9ames in #alt :a"e City.

,.& 8rganization of the Advertising and Promotion Industry

Promotion is the part of mar"eting business and mar"eting is the process of audience awareness by adopting strategies to maintain product or service awareness to customers and generate continued demand. Promotional activities lin"ed to sales, distribution and focused mar"ets and groups. he various ways of actions can be used for promotion such as, advertising, publicity, face to face, sponsorships and staff structuring. he organizations of advertising and promotional industry formed for not only the motto of exchange ideas and wor" together but also enhance reputation. ;esides that promote standards,

lobbying and arrange an awards for recognition. Moreover maintain professional standards, cooperation between other advertising bodies and sales promotion. .<4=s, &',> / Instead of broadcasting advertisements, sensing using IC to brea" the boundaries by website, Internet Advertisements, online stores and social media.

,.> An Assessment of <ow Promotion is regulated

he brand building is vital to the competitive mar"et and advertising has an important role to build the brand. Advertising has many responsibilities and it accuses of encouraging materialism and consumption of stereotyping, unnecessary purchase, using sex to sell, ta"ing advantage of children, manipulating behavior, contributing to downfall of value system. herefore the regulatory bodies are established to control and monitor the advertising system. he advertising regulation is the laws and rules defined to advertise the products in a particular region in different aspects, li"ewise advertisement placement, timing and content.
.e-68 ?# M;A, &',>/ he Advertising #tandards Authority .A#A/ established in ,25& by the Advertising Industry and responsible for regulating the content of advertisements, promotions and direct mar"eting in the 4.@. by affecting the advertising code. In 6ovember &''*, the communication regulator, A8fcom3 contracted out day to day responsibility for regulating .% and Badio advertisements to A#A. he advertising codes created by CAP .Committee of Advertising Practice and ;CAP .;roadcast Committee of Advertising Practice/, A#A council ad1udicate complaints. 8ffice of !air rading .8! / has right to fine and A8fcom3 is co-regulatory. he online paid and nonpaid advertisements and 4.@ based websites also come under non-broadcast CAP code. he A#A is independent and protects customers and also it reflects 4.@ and ?4 laws. .A#A, &',&/ he main organizations in advertising and promotion Industry in ?4 are,. ?!#P- he ?uropean !ederation of #ales Promotion &. ?ACA- he mission of the ?uropean Association of Communication Agencies >. ?!#P- ?uropean !ederation of #ales Promotion *. PMC?- Promotion Mar"eting Council of ?urope

,.* Belevant rends in Advertising and Promotion and Impact of IC

he Information and Communication echnology is a vital part of life and business. In mar"eting it used for to generate audience experience or awareness. he media in IC include internet, television and mobile phone and also gain an edge over non IC promotional materials of brochures, posters or billboards due to advantages in promotional material. he IC made revolutionary changes and trends in mar"eting. It has wonderful scope such as, Mar"et ?xpansion through in Mar"et ?xpansion through the internet and social media allows faster communication and brea" through boundaries and it is Cost ?ffective, ?asy Approach to argeted Audience also ?xtremely Interactive and Any ime, Anywhere Mar"eting. he rapid progress in IC and globalization, besides the enhancement in strategically approach to globalized consumer mar"et let global companies use the opportunities globally. herefore utilization of those opportunities with the framewor" of advertising and promotion campaigns and they thin" globally and selling locally. he #amsung coordinated (( advertising agencies globally to communicate with audience by strategically planned and developed plans and

generated audience experience by various tools, media, people and process and messages.

. he Advantages of 4sing IC , &',>/

as" C &. he Bole and #ignificance of Advertising

Advertising is the prime method to communicate with people. It helps to inform people about the available products and different useful products. It includes the mass population and using different media with a variety of techni$ues and methods to suit the advertising strategy. he ob1ectives of advertising consist of trial, continuity, brand switch and switching bac". ;esides that the advertising is vital to the competitive business atmosphere and also vital to the producer, traders, customers and advertising agencies. Advertising helps customers to collect information, select right product with the right price and $uality and it helps producers and sellers to increase sales and understand competitors to plan to competency level. It benefits all those who involved with the process including society that it prevent illegal and malpractices in the society. .Management #tudy 9uide , &',>/ #amsung planned to become the mar"et leader in electronics brand with strong brand name than #ony by the year &''( and introduced low end products in the 4.#. #amsung possess a position of (th in patent rights behind I;M, 6?C, CA686, and Micron echnologies. he change of image with the slogan A=igit AllD ?very one3s #upported0 and price on $uality made #amsung E#amsung means Fuality0. he change of image supported change in advertising and promotion with a )2'' million global IMC with(( advertising agencies globally. he continuous improvement and advertising strategy also reflected in the turnover and profit.

&., he Bole of Advertising in Integrated Promotion #trategy for a ;usiness or Product

Befers to American Association of Advertising Agencies, integrated mar"eting defined as, ESynergic Approach to achieving the objectives of a marketing campaign

through a well coordinated use of different promotional methods It is framed in a unified force together with the aspects of marketing communication. The tools for integrated marketing communication are public relations, advertising, personal selling, direct marketing and sales promotion.
he integrated promotional strategies have significance to achieve the sales targets. effective communication development consists the following of!" he

=ecide the target audience and stic" with them. =etermine the communication ob1ective with category need, brand awareness, brand attitude and brand purchase intention. =esign message with getting attention, hold interest, generate desire and obtain action, moreover it has rational, emotional and moral appeals

#hoose the media and type of communication channel like personal or non"personal Selection of message communication #o"ordination of feedback source in personal or non"personal

$here are factors to fi% the communication mi% such as type of product or market like a push or pull strategy, readiness stage of buyers, product life cycle stage and organization&s market rank
Advertising has a significant role in an integrated marketing system in real

applications $he recent practices and developments in social media, design thinking and impacts globalization made advertising more significant 'ntegrated marketing strategies benefits from a mi% of the advertising tools, it spreads the message to the audience and it confirms the message reached into the audience $he traditional marketing and public relations effort to draw upon the dynamic power of online communication including social media
#amsung3s advertising strategy reveals the benefits and importance of advertising, because #amsung builds the its products as branded items gradually and made products

with (uality and spent for advertising and generated result in turnover and profit $hose changes supported by advertising and promotion

&.& Ghat Is ;randing And <ow It #trengthen a ;usiness or Product

'efers to ((usiness dictionar$% #01)) branding is% *.+he process involved in creating a uni0ue name and image for a product in the consumers, mind% mainl$ through advertising campaigns ith a consistent theme! (randing aims to establish a significant and differentiated presence in the market that attracts and retains lo$al customers!.. he definition points out that the branding process consists of a uni$ue name, advertising campaign, with a theme, branding, difference in presence and attracts loyal customers. he revolutionary period of #amsung goes through these steps, such as, the strategy of #amsung defined for that, to be a strong brand name than #ony by the year &''(. o build the brand name, #amsung focused on price over $uality and sold lower price than toped names, besides that build the name e$ual to $uality. o achieve the change of image has supported by advertising and promotion. he success in branding created an image and difference in presence attracted the loyalty.

&.> A Beview on Creative Aspects of Advertising

he creativity in advertising demands a higher s"ill to write the words and slogans for advertisements, graphic artists for to layout the visuals, transformation of strategy into real advertisements, therefore creative and expressive talents re$uired to produce effective advertisements. he creative department is the place where the campaign comes together and great ideas generated and visualizing. Copywriters and art directors are the main part of it. hey wor" with business owners and dig out the brand3s business problems. hen continues with media planners, production department turns the idea into reality. he art director responds to the creative brief by communicating ideas or moods visually. he "nowledge, s"ill as well as creative and innovative talents bases the success. he creative advertising consists the aspects of the creative process, creative person and creative situation and the creativity rules are, produce the product relevant to customers, promise to customers, don3t let it stand alone, moreover put the product into a center of commerce. (Zeepedia.com, 2013) #amsung organized (( advertising agencies all over the world and utilized the creativity of the people from different parts of the world to branding the products locally. he advertisement

should suit not only internationally but also locally, besides that it should be within the law prescribed. he local advertisements re$uired local "nowledge to influence the customers. #amson succeeded to coordinate the agencies throughout the globe and utilized their artistic and creative both globally and locally.

&.* he Gays of Gor"ing with Advertising Agencies

he custom of wor"ing with advertising agencies is wor"ing with clients to develop and sustain the product or brand that both they together serve with consumer awareness and insight through creative and innovative media delivery s"ills. he brands are more than a product or service, because once the brand created it has a separate entity than mere products. .M;A @nowledge ;ase, &',> / 'efers to (M;A @nowledge ;ase, &',> /% A product is something that is made, in a

factory! a brand is something that is bought, by a customer A competitor can copy a product) a brand is uni(ue A product can be (uickly out"dated) a successful brand is timeless
herefore the role of advertising agencies is to take part the transformation process of product or service to brands by positioning the offering to consumers the benefits and role of the product, besides that communicate the brand&s uni(ue personality

Conclusion
o recapitulate, the advertising and promotion plays a significant role in the sustainability of the organization and it can use its creativity and innovative s"ills for transforming mere products to a brand. herefore the absolute aim of the advertising and promotion activity is brand creation.

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