Advertising and Promotion Ol1-Ol2

Unit 18: Advertising and Promotion in Business

LO1: Understand the scope of marketing communications

1.1 explain the communication process that applies to advertising and promotion

The communication process specific for advertising is known as Advertising Communication Model. There are following stages in this communication process which include, the sender presents the idea and what he wants to accomplish (to an advertising agency), encodes the idea as a message in advertising media, and then message is transmitted via communication channels (media mix). The last step is the receiving step where the target audience encounters the advertisement with the message and reacts giving a feedback.

1.2 explain the organisation of advertising and promotion industry

The major components of the advertising industry are:

1)Advertisers: businesses and product makers wishing to promote

2)Advertising and promotional Agencies: encode messages, produce adverts and campaigns

3)Media: offers channels and broadcasting services to place adverts

4)Consumers: target audience

5)Government regulators: control advertisements’ placement and content according to

laws and to protect the public interest

1.3 assess how promotion is regulated

Advertising is regulated through:

* Self-Regulation: by advertisers and promotional agencies to maintain consumer trust and confidence

* Local Authority Regulation: for display boards and local events

* Country/Federal Regulation: UK/EU laws and Advertising Codes observed by Advertising Standards Authority (UK)

and against misleading, harmful or offensive advertisements, sales promotions and direct marketing.

1.4 examine current trends in advertising and promotion, including the impact of ICT

In comparison to older means and techniques of advertising and promotion current technology and internet media usage changed the trends:

The most recent trends in advertising and marketing include...