Role of Advertising and Promotions in Business
Advertising and promotion has been successful and effective in targeting the right customer. The process that advertising and promotional agencies has followed in last few years is to keep the advertisement message consistent and simple and often repeated. Advertising and promotional activities has been used from past several years to bridge the gap between brand name and brand image. An effective advertisement and promotion strategy is one which is able to create a desire in reader or viewer. With increasing competition in the market it is required to adopt an advertising technique which could offer better returns and increased number of satisfied customers.
Importance of Market Research
Advertising companies often suggests the organization the necessity of market research to know their customer better and the methods to reach them. This could be costly but is required for a successful advertising campaign. The organization need to assign at least one person to work directly with advertising agency. It reduces the possibility of difference in opinion and makes it easy to arrive to a final decision. Also, choice of a good advertising agency is always necessary. A good advertising agency will admit to the organization if the advertising campaign is not required or not because sometimes organization becomes concerned if their competitors are going with the advertising campaign.
Marketing Role in Promoting a Business or Product
The role of marketing and advertisement here is to inform the consumer about the better offers to avail and for which product to go in terms of quality and affordability. An advertisement which is able to connect in a better way with the customer is more likely to be providing greater benefits to the business which is centered to the advertisement and promotion. With the wide range of variety, great offers and discounts and better advertisement McDonalds was able to deliver proper information about the products and was able to connect with the consumer. McDonald is a global brand with excellent quality of product. This brand is popular all over the globe and is the first choice of the customer who desires for fast food.
Marketing Communication Process
Marketing communication is the process of reaching target consumer or market through different types of communication. Planning is very essential for integrated communication process. Understanding the target customers and their requirement is the initial step to promotion and advertisement. The purpose behind the promotional message should be clear. The scholarly theory of communication is a thorough study of all the aspects of effective communication. The process includes the proper context formation for the advertisement and promotion which should clearly state the essential details of the product. Sender encodes the message for transmission to receiver through various media sources such as television, magazines, newspapers etc. The decoding of this message is the next step which is done at receiver end.
Conclusion
The paper has described the primary factors in choosing the advertising and promotion agency. The role of Information technology, creativity and customer engagement is very essential fie advertising and promotion. Today most of the organizations prefers below the line advertising and promotion technique. Below the line advertising and promotion technique is cost effective, flexible and it enables direct engagement with the customers. This technique gives greater control to the organization and is more interactive with the customers.
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