Advertising and Promotion free essay sample

Effective communication is vital to all businesses. The communication process involves: It is important for a business to choose how and when it will send messages to intended receivers. For example, a building society will only send information about a new savings product to its members by text or email, if they have specifically chosen to receive communication by that method. Sending information by this method to people who cannot receive text or email could result in losing an opportunity to sell a new product. An advertising agency or advert agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. We will write a custom essay sample on Advertising and Promotion or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of an advertising campaign. History The first acknowledged advertising agency was William Taylor in 1786. Another early agency, started by James Jem White in 1800 at Fleet Street, London, eventually evolved into White Bull Holmes, a recruitment advertising agency that went out of business in the late 1980s. In 1812 George Reynell, an officer at the London Gazette, set up another of the early advertising agencies, also in London. [1] This remained a family business until 1993, as Reynell Son, and is now part of the TMP Worldwide agency (UK and Ireland) under the brand TMP Reynell. [1] Another early agency that traded until recently, was founded by Charles Barker, and the firm he established traded as Barkers until 2009 when it went into Administration. Types of advertising agencies Ad agencies come in all sizes and include everything from one or two-person shops (which rely mostly on freelance talent to perform most functions, small to medium sized agencies such as Traction (agency), large independents such as SMART and multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas. Full service agencies These agencies are involved in planning, creating, producing advertisements, performing research and selecting media. Some full service agencies also provide non-advertising related services including strategic market planning, direct market promotion programs, interactive marketing and web site design, and public relations. The importance of the various functions provided by a full service agency will depend upon the client. Creative agencies Creative agencies specialize in creative or design-based business models and are also known as a creative boutique. Their basic interest is in the creation of the advertisement or branding. Other (full-service) agencies offer design in conjunction with media buying. Media agencies concentrate on media buying. (In the 1990s, media and creative were often unbundled in the interests of economies of scale in buying media. The client who chooses to use a design only based advertising agency must assume some of the advertising purchasing. These are activities that are routinely handled by an agency with a media buying option. Specialized agencies These agencies specialized in a particular activity of the whole communication process. They may specialize in certain functions (copy, art, media), audiences (minority youth) or industries (health, computers) or in a marketing communication area (direct marketing, sales promotion, public relation). These type of agencies may serve one client only. In-house advertising agencies An In-House agency is a team within a company that focuses on selling the companys product; they will handle all aspects of the brand. Search engine agencies Lately, pay per click (PPC) and search engine optimization (SEO) firms have been classified by some as agencies because they create media and implement media purchases of text-based (or image-based, in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term agency, however with the creation of ads (either text or image) and media purchases, they do technically qualify as advertising agencies. Social media agencies Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, QA sites, discussion forums, and microblogs. The two key services of social media agencies are: Social media marketing Online reputation management Other agencies While not advertising agencies, enterprise technology agencies often work in tandem with advertising agencies to provide a specialized subset of services offered by some interactive agencies: Web 2. 0 website design and development, Content management systems, web application development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms. Today organization use information communication industry like social media facebook, tweeter, Myspace etc. Task 2 The role and importance of advertising One of the key areas of the marketing mix is promotion. Promotion is the process of communicating with an organization’s audiences. It involves sending a message which is received by others. Promotion advertising strategy Promotion is one of the key elements of the marketing mix, and deals with any one or two-way communication that takes place with the consumer. This article concentrates is a high level introduction to developing a promotional strategy for your business focusing on advertising and other pull tactics. Developing a promotional strategy Deciding on a marketing communications strategy is one of the primary roles of the marketing manager and this process involves some key decisions about who the customer is, how to contact them, and what the message should be. These questions can be answered using a three stage process, which is equally relevant for all elements of the marketing mix: Segmentation Dividing potential customers into discrete groups is vital if you want to increase the success rate of any communications message. If you dont know who you are talking to, its unlikely you will get much of a response. Who are the potential customers? How many sub-groups should you divide them into? How do these groups differ? Hopefully, most of this information will be readily available from your market research. Once you have an idea of the customer, you should further drill down to explore them in more detail. Commonly used market research methods include: Sales analysis and buying patterns Questionnaires Desk research Website statistics, especially social media Focus groups Face-to-face interviews Specialist market research companies Once you have built up an accurate picture of your customer, its time to get their attention†¦ Targeting For the purposes of advertising, targeting is the process of communicating with the right segment(s) and ensuring the best possible response rate. The methods you use to target your audience must relate to your marketing plan objectives are you trying to generate awareness of a new product, or attract business away from a competitor? Methods of marketing communications Advertising is just one element of the marketing communication arsenal, which can be divided into the following areas: Advertising – a mass media approach to promotion Outdoor Business directories Magazines / newspapers TV / cinema Radio Newsagent windows Sales promotion price / money related communications Coupons Discounts Competitions Loyalty incentives Public relations using the press to your advantage Press launches PR events Press releases Personal selling – one to one communication with a potential buyer Salesmen Experiential marketing Dealer or showroom sales activities Exhibitions Trade shows Direct marketing taking the message directly to the consumer Mail order catalogues Bulk mail Personalized letters Email Telemarketing Point of sale displays Packaging design Digital marketing – new channels are emerging constantly Company websites Social media applications such as Facebook or Twitter Blogging Mobile phone promotions using technology such as bluetooth YouTube E-commerce Integrated marketing communications Once you have decided which media channel to concentrate on, the next step is to ensure an integrated approach is taken. Regardless of whether you are promoting a new product or raising awareness, its important that all ads across all media work together towards a common goal by using similar messaging and look and feel. An integrated approach can dramatically increase the effectiveness of any campaign and will help create your brand image. Development of the advertising message Once you have determined the positioning for your brand, its time to develop the message in order to influence your target groups. Advertising objectives should be directly linked to your marketing plan, and tend to fit into the following generic categories: Inform raising awareness of your brand products, establishing a competitive advantage Persuade generating an instant response (usually driving sales) Remind to maintain interest and enthusiasm for a product or service Its a documented fact that creative, well branded, distinctive advertising generates the best results so ensure you use the best possible creative team you can get your hands on, and give them a detailed brief. Remember that a message will only be successful if it appeals to the target audience, so constantly refer back to the customer and tailor the ads to them. Almost every business in the world will deal in advertising at some point, whether it is a listing in the Yellow Pages, or a billboard in Times Square. Whatever youre planning, the strategic thinking behind all advertising is essentially the same – get to know your audience, target them efficiently and position your brand in the way that will benefit your business. Branding Strategies to Improve Image or Sales Branding gives consumers a vivid picture of what a company and its products represent. Through successful branding strategies, audiences may formulate certain expectations of a company (they make rich-looking clothes, their food is authentic, etc. ) which may ultimately turn them into buying customers. Companies should determine what they want consumers to see when they look at their advertising, and then appeal them with appropriate branding strategies. Among the most successful strategies are consistency, established credibility, and competitive pricing. Task 3 Below-the-line techniques and how they are used Every promotional campaign requires a direction and setting objectives helps to clarify what the expected outcomes will be. Objectives are specific and purposeful statements that can be measured and evaluated. One way of thinking about how to set objectives is through using the acronym SMART: Specific – objectives should be precise and clearly identifiable Measurable – by being measurable it is easy to see whether the objective has been met Achievable –the objectives set need to be achievable, neither too ambitious nor too easily met Relevant – meeting the objectives should help to achieve the overall long-term aims of the organization or campaign Time-bound – adequate time needs to be allocated to achieve the objectives. Below The Line (BTL) Promotional Techniques Following are the different types of BTL tools being used for consumer promotions: 1. DDS (Door to Door Selling) 2. Coupons 3. Rebates 4. Promotional Pricing 5. Trade-In 6. Loyalty Programs 7. Trial Generation and free Sampling 8. Free/Extra Product 9. Premiums 10. Contests and Sweepstakes 11. Demonstrations 12. Personal Appearances 13. Sponsorship Above-the-line promotion Above-the-line promotion uses mass media such as the press, radio, television, cinema or poster sites. This type of promotion is usually paid-for. Each of the possible media methods can be used to target audiences in different market segments. There are both strengths and drawbacks to these forms of media: The online and newspaper adverts linked back to the campaign website where people can register their support and add a comment. Since above-the-line promotion can reach such a huge audience, it was an ideal choice to generate a wider awareness of the plight of the public sector. Task 4 Be able to plan integrated promotional strategies Promotion Budget Percentage Method This approach is the most common for organizations. This method involves setting a budget by percentage of sales, sales goals or gross markup. The percentage used can be derived from your company’s past performance and/or industry standards. This approach is usually the best option for most organizations because the goal is tied directly to increasing revenue. This method bodes well for creating a comprehensive annual plan. Goal-and-Task Method This approach is developed by defining specific goals, determining the tasks needed to achieve these goals and then estimating the costs of performing these tasks. This method is common with long-term objectives like increasing market-share or increasing brand name top-of-mind-awareness. What’s-in-my-Wallet Method This method involves planning marketing promotions month-to-month by â€Å"what’s available† rather than by â€Å"what’s the sales goal. † This approach may hold back revenue opportunities because of the lack of planning. However, this method is common because some companies look at marketing promotion as an expense rather than as an investment. Based-on-my-Competitor Method This method is based on a strategy to invest less, the same or more than a competitor. A company using this method may be at a disadvantage because they are at the mercy of their competition’s spending patterns rather than their own goals. Co-op Only Method This planning method involves limiting a budget to just the manufacturer’s cooperative (co-op) advertising support dollars. This may cause a disadvantage because the business using the co-op is limited by the manufacturer’s creative message strategy and available co-op funds. Zero Method This method involves keeping the marketing investment as close to zero as possible. Sometimes, this method is regretted, especially when the going out of business advertising works well to move inventory. Whatever budgeting method for marketing promotions you choose for your organization, make sure to budget â€Å"time† to develop a comprehensive written plan to keep all parties involved on track. Advertising and Promotion Plan Essentially the Advertising and Promotion section of the marketing plan describes how youre going to deliver your Unique Selling Proposition to your prospective customers. While there are literally thousands of different promotion avenues available to you, what distinguishes a successful plan from an unsuccessful one is focus and thats what your Unique Selling Proposition provides. Advertising The best approach to advertising is to think of it in terms of media and which media will be most effective in reaching your target market. Then you can make decisions about how much of your annual advertising budget youre going to spend on each medium. Sales Promotion If its appropriate to your business, you may want to incorporate sales promotion activities into your advertising and promotion plan, such as: offering free samples coupons point of purchase displays product demonstrations Marketing Materials Every business will include some of these in their promotion plans. The most common marketing material is the business card, but brochures, pamphlets and service sheets are also common. Publicity Another avenue of promotion that every business should use. Describe how you plan to generate publicity. While press releases spring to mind, thats only one way to get people spreading the word about your business. Consider: product launches special events, including community involvement writing articles getting and using testimonials The most suitable criteria for evaluating the effectiveness of advertising, depends on a number variables, such as the advertising goals, the type of media used, the cost of evaluation, the value that the business or advertising agency places on evaluation measures, the level of precision and reliability required, who the evaluation is for and the budget. It is difficult to accurately measure the effectiveness of a particular advertisement, because it is affected by such things as the amount and type of prior advertising, consumer brand awareness, the availability of cost effective evaluation measures, the placement of the advertising and a range of things about the product itself, such as price and even the ability of the target audience to remember. Effectiveness may have more to do with the readiness of the viewer to consider the benefits the advertisement promotes, than the advertisement itself. It may be more cost effective to invest in finding creative ways to measure the effectiveness of an advertising campaign that is part of an advertising campaign in itself, but at the end of the day your goals are the key. It may come down to estimating how happy you are with what you are doing.

How does Robert Louis Stevenson explore evil in his book Dr. Jekyll and Mr. Hyde Essay Example

How does Robert Louis Stevenson explore evil in his book Dr. Jekyll and Mr. Hyde Essay Example How does Robert Louis Stevenson explore evil in his book Dr. Jekyll and Mr. Hyde Essay How does Robert Louis Stevenson explore evil in his book Dr. Jekyll and Mr. Hyde Essay Essay Topic: Dr Jekyll and Mr Hyde Robert Louis Stevenson was born in 1850. The Scottish novelist wrote things that reflect on his feelings. Although he was very ill due to respiratory problems, he spent most of his life travel due to the fact the climate didnt suit him. Robert was very worried about his health which kept him thinking and writings novels about his likes and dislikes. He moved out of his house and wanted to live alone. This is because Roberts family was religious and he didnt like being religious and the environment of his house. Robert started to wear informal clothes and liked going to places where the hooligans were. This provides a kind of link to Dr Jekyll and Mr Hyde. Robert came very concern about his health as he was taking powerful drugs and Robert died in 1894 from brain haemorrhage.The story is about one nice kind, innocent, helpful gentlemen Dr Jekyll who wants to try out experiments and wants to try this drug which suppose-+e to make every one hide their bad nature. Dr Jekyll had no one to try the experiment on because other Doctors didnt wanted to interfere or play with god. Dr Jekyll had no one except himself. When he tried it the drug came out to be 100% evil therefore he named his evil character Mr. Hyde. Mr Hyde is a character who is rude, unpleasant, aggressive, animal like, liberated and hidden was hallucinating after many murders he done but it was too late to stop it because he became addicted to the drug so the only solution left was to commit suicide.Robert Louis Stevenson made a point that, if you take drugs you dont know the consequences of it and also once you took it, its too hard to stop taking it and it will still have the affect of the drug even though you havent token the drug.Dr Jekyll experiments with drugs because he has explored a drug which meant to get rid of evil side of a human but he doesnt know the side effect of it. He has no one to try it on except himself.Dr Jekyll took the drug for fun, for pleasure, and for tasting freedom. But, it h ad a negative effect on him as he became drug depended. Dr Jekyll takes the drug for tasting freedom because he has been very occupied and frustrated with his work. He starts liking the condition of being half asleep and half awake or in a state of semi-unconscious. Dr Jekyll gets so use to the drug that he cant even feel that hes getting addicted to it.Although Dr Jekyll was kind man he wasnt pure good where as Mr Hyde is pure evil. After taking the drug, we observe that the positive side of Dr Jekyll changed from a nice, kind, innocent, helpful gentlemen and open character into a rude, evil, unpleasant, mean, hidden character and aggressive Mr Hyde.Perhaps, Dr Jekyll enjoys begin Mr Hyde because he dont have to try hard to be polite he may also be evil and enjoy the evil nature without showing his real face. We also get to know Dr Jekylls subdued and control side as well as the uncontrolled and liberated of Mr Hyde who shows wild emotions.Robert Louis Stevenson is indirectly sayin g that everyone has a dual personality and no one is near perfect.Perhaps thats what Stevenson could be feeling with the use of the drug himself so whatever he writes he is describing his own conditions. Also Stevenson use to take drugs which had bad affect on him not only that he use to hallucinate as well just like Dr Jekyll.Mr Hyde is shown as evil by his actions by the way the author has described him. For example, in the novel, it says ape like fury which means he is very angry and impatient. He has also shown is evil as it says it the book: trampling his victim under foot hailing a storm of blows under which the bones were audibly shattered and body jumped upon. Which shows Mr Hyde is evil and dont know what he is doing.Also in chapter 5 the maid couldnt tolerate hearing and seeing the evilness thats why as a result she fainted.Mr Hyde is leaving evidence like the half of wooden found in his house and the cane which Mr Utterson gave to him a gift not on purpose but because he doesnt know what he is doing, or what is going on.Stevenson provides the reader with the horrifying details. The victims bones are audible shattered the body jumped upon the roadway, the body is mangled and murder weapon, a walking stick of very tough and heavy wood is broken in half.Dr Jekyll has two doors the front door presenting good and back one which is the door Mr Hyde comes out and goes in from presenting bad.Stevenson uses this novel to show that sometimes people get carried away by their curiosity. So its starts as fun but can end up as an uncontrollable habit or obsession.This novel tells us about the human side of a man and the ape like nature of a person. There is always a struggle of which side will take of the other.Everyone has a dual personality and if they choose their evil side, there are more chances of them facing trouble, pain and even death.The moral of this interesting story is that we need to be in control of our darker side of human nature, and to stop the seed of evil from growing bigger. Perhaps, the moral is that we cannot control evil once unleashed. Jekyll tries to use Hyde to give in to his temptations without damaging his social position. This spirals out of control. The cost of Jekylls curiosity turned out to be a dangerous.The novel also shows that human beings have two sides one which is public and seen by others and the other side which is secret as it is kept hidden.