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Advertising and Promotion

Importance of Advertising and promotion in An Organization

Introduction to Advertising and Promotion

Advertising and promotion is the two essential aspects which is adopted by the companies in order to cater the large number of people for the purpose to make the offering of different product and services. These activities are the integral part of organizations. The present report discusses about the advertising and promotion activities of Kellogg's which help in attaining the corporate goals and objectives in effectual form. Different ways are adopted to review the creative aspects of advertising. Further, different techniques are discussed that help in the below-the -line promotion of Kellogg's. This report discuss about the various below the line promotion techniques to offer the product.

Task 1

A) Stating the communication process which is applied to advertising and promotion

Communication is the most important process that is carried out within various organizations in order to make other people aware about different products and services offered by them.

For the advertising and promotion, communication is an essential aspect which is associated with it. It is an important part for the particular brand which helps in marketing of products and services to the millions of consumers.

In the present era, business units are becoming very competitive and adopt different types of tactics to advertise and promote the product with the use of different modes of communication such as internet, television, etc.

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B) Organizations of the advertising and promotions industry

European Federation of Sales Promotion

It is the organization which works across Europe to meet, exchange the ideas to enhance the reputation of Kellogg's and promoted the high standard sales of the product that is advertised in to the market place.

European Association of Communication agencies

It is an agency that promotes and contributes in the advertisement of product in a free market economy. It works to encourage cooperation between different agencies and other bodies in order to advertise and promote the product.

C) Assessing how the promotion is regulated

Advertising and promotion is regulated in an effective form through combining different practises and policies that are adopted to regulate the entire operations which are related to the promotion of Kellog's. It is regulated by the following bodies:

Bar Standards Board

It is the body which regulates the functioning of promotional activities. It ensures the quality and reliability of product as well as advertises and promotes the product in a consistent form.

Committee of advertising practice

It is a self-regulatory body that creates various broadcast and non-broadcast advertising codes that are administered by the Advertising Standard Authority. Committee of advertising practice revises the codes and helps ASA to enforce them.

D) Examining the current trends in advertising and promotion and impact of ICT

Advertising and promotion are the paid activities that are carried out by Kellog's to gain the attention of consumers towards the products and services which they are offering. There are some current trends in advertising and promotion that are discussed below:

Multichannel Marketing

Kellogg's, makes the use of multichannel marketing for the purpose to promote its product in front of different groups of people.

Online Marketing

Nowadays, people make use of internet to fetch the information related to different products and services which are being offered to them. Kellog's makes use of this to advertise and promote its products.

QR codes

It is a recent trend that is adopted by Kellogg's. Through using this, customer is able to scan the information about the products and services of company. With the use of smart phone, consumer is able to evaluate entire information about the product.

Impact of information and communication technology on the organization is that different devices are being used to advertise and promote the product as well as communicate with the large customer groups.

Task 2

A) Role of advertising in an integrated promotional strategy for Kellog's

Advertising and promotion plays a very important role in any success of the product and services which are promoted with the help of different channels. The role of advertising is an integrated promotional strategy for Kellogg's. As It spends the large amount for the advertisement and promotion of the products.

Advertising is the tool that is adopted by the company to market the product to the different group of people are present within the customer groups. In the organization, the different roles are being played with the combination of the various techniques through which the product of Kellogg's is being promoted into the market place. The product range of Kellogg's is very large as it consists of different product and services. Kellog's adopt the different promotional strategies to promote the product to the different groups of people with the adaptation of the different integrated strategies.

Nowadays, people are becoming more technology friendly so Kellogg's make the use of the modern technology to advertise and promote its product to the customers. With the online promotion of the product, Kellogg's make the sells of the product as the people are obtaining the information about the product while surfing over the internet.

Along with this, Kellogg's also adopt the traditional advertising techniques to promote the product to the different segment of people while making use of the respective means of communication. They follow the different tactics to make the target audience familiar with product which is promoted in the market place that is catered by Kellogg's. In addition to this, the promotional activities are integrated in such form that the customers are influenced to make the purchase of the product of Kellogg's. Hence, it can be stated that the advertising with the help of different tools and tactics helps in the integrating the promotional activities of Kellogg's.

B) Explaining branding and ways it is used to strengthen a business or product

Branding is the aspect that is associated with the product which provide uniqueness and clear image into the mind of the customer in relation to the product which is being offered to them by the particular brand.

With the adaptation of the multichannel marketing Kellogg's can makes the use of multichannel marketing for the purpose to promote its product in front of different groups of people. Nowadays, people make use of internet to fetch the information related to different products and services which are being offered to them. Kellog's makes use of this to advertise and promote its products. The online means are beneficial for the business to make the offering of the product. Hence, the promotional activities are adopted in order to strengthen the overall position of the product into the market place.

C) Reviewing the creative aspects advertising

From the following report, it can be reviewed that advertising is the best tool and technique which is adopted by Kellog's to integrate the promotional strategy in effective manner. However, the management plays an important role in promoting and advertising the product to the large number of customer so that desired results are attained. Further, there are creative aspects that are associated with the advertising of Kellog's.

With the adoption of the different approaches, the product of Kellog's is being advertised to the different target groups. There are different creative aspects that are discussed below:

Brand Strategy

This is the strategy which is adopted by Kellog's to interact with the target audiences to make the offering of the product that helps in catering the large number of customer. Hence, Kellog's adopt the proper means and strategy to attract the different groups of the customers.

Layout

Advertising and promotion provide the proper layout to Kellog's to deliver the panned message to the group of people which is being targeted. Through this, Kellog's is able to provide and advertise the accurate information to the different groups of people. This will influence the buying behavior of the customer to make the purchase of the product and services.

Message appeals

With the use of this, Kellog's can make the direct appeal to the customer groups so that the customer are able to make the purchase related decision in context to the product and services which are being offered by them. Through this, Kellog's would be able to cater the large customer groups and make the appeal of the product to them.

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D) Examining the ways of working with advertising agencies

The advertising agencies are those organizations which work into a parallel form to create, plan and handle the advertisement and promotional activities in an effective and efficient manner. There are different ways that are examined by the advertising agencies to promote theirt product into the market to the different target groups.

Setting of the goals

Kellogg's is becoming very competitive and adopt different types of tactics to advertise and promote the product with the use of different modes of communication such as internet, television, etc. along with this, the determines the clear goals and vision about the product that they are going to make the offering into the market place.

Defining the budget

Along with this, the budget is being determined for the advertising and promotion of Kellogg's which makes the use of multichannel marketing for the purpose to promote its product in front of different groups of people. Information and communication technology on the organization is that different devices are being used to advertise and promote the product as well as communicate with the large customer groups.

With the modern tools and techniques, Kellogg's will be able to create awareness to the large number of customers and will make the offering over the larger scale. In this, Kellogg's would be able to deal with the customer face to face and can easily influence the buying behavior of the customers. Through this, Kellogg's will be able to catet the large groups of customers to the different segments.

E) Stating the primary techniques of below-the-line promotion and ways they are used in integrated promotional strategy by Kellog's

There are different techniques that are adopted by Kellogg's to promote and advertise it product to the different segment of the target audience. The below-the-line promotion technique is the technique which is adopted by the brands to market the product and services for the short span of time for the different groups of people. Here, the communication is being done with the adaptation of the direct means of communication.

This technique make use of the different promotional activities that helps in catering the large number of customer groups more quickly and in efficient manner. Different ways are used in integrate the promotional activities and make the connection with the large number of target audiences. It is discussed below:

Marketing through direct mails

With the adoption of this technique the marketing can be made more attractive as Kellogg's can inform the target audiences about the new product by dropping the mail into the inbox of the different customers. It must be very professional and informative so that the customer is able to gain the effective amount of knowledge about the product which is being offered.

Door to door marketing techniques

This is the techniques that helps into the promotion and advertising of the product from door to door. Through this, the marketing of the product of Kellogg's is done from person to person. It is the most popular form of techniques that is adopted by the brand to cater the large number of customer groups so that they can expand their selling criteria.

Exterior location marketing

This is the technique which is adopted as the means to promote the product to the target audiences by conducting some sales or other events. Kellogg's make the use of the people who are employed outside the location to promote and advertise the product and influence the buying behaviour of the customers.

Email marketing

It is the most important form of marketing which is adopted by Kellogg's to promote the product into the market place and communicate with the target audience so that the product is being offered to the large number of customers. Through this, the marketing of the product is done to cater the large customer groups.

F) Evaluation of the other techniques used in below-the -line promotion by Kellog's

From the above stated techniques, Kellogg's also adopts other techniques to promote the product in to the market place in which it operates. These techniques help in making the advancement in promotional strategies which are adopted by Kellogg's to enhance the level if marketing and promotional aspects. The other techniques used in below-the -line promotion by Kellog's are discussed below:

Direct marketing

With the adaptation of this technique, Kellogg's management level would be able to cater the customer by make the offering. There are several tools that are selected in order to make the offering. Likewise, they make the use of the modern tools to promote and advertise the product to the different groups of people. With the modern tools and techniques, Kellogg's will be able to create awareness to the large number of customers and will make the offering over the larger scale. In this, Kellogg's would be able to deal with the customer face to face and can easily influence the buying behavior of the customers.

Events

In today's context, certain companies adopt this technique to advertise and promote their product among the target market place for the customers. With the organizing of the events the product of Kellog's is being promoted into the market place in which it operates. The entire functioning is carried out in such a manner that sponsorship is being obtained to promote the product of Kellog's over the large scale and expand the customer base. Through this, Kellog's would be able to promote its product into different countries and to different people.

Trial use or free sampling

Through the use of this technique, Kellogg's would be able to attract more customers towards it as the customer will be able to make the use of the product before making the purchase of the product. Through the trial use the customer will be aware about the qualities that are comprised into the product which is promoted with the adoption of different means and channels. Hence, Kellogg's would be successful in catering the large groups of customer with the adoption of these techniques.

Conclusion

From the present report, it can be concluded that with the best advertising and promotional activities the particular brand is able to cater the large number of customer groups. In order to survive into the competitive world, Kellogg's adopt the different techniques to promote the product with the different tools and techniques. This can be concluded that with the adoption of the appropriate strategies, Kellogg's is able to make use of it in a proper form. These strategies helped in catering the large customer base along with the advancement in the promotional and advertising techniques. Hence, the promotional activities readopted in order to strengthen the overall position of the product into the market place.

References

  • Churchill, G.A. and et.al., 2000.Sales force management. Boston, MA: Irwin/McGraw-Hill.
  • Frank, J., 2011. Advertising. Pearson Education India.
  • Green, D. R., 2012. Creating Powerful Brands (4th ed.). Journal of Product & Brand Management.
  • Griffin, P. C., 2002. Strategic planning for the internal marketing and communication of facilities management. Journal of Facilities Management.
  • Guffey, M.E. and Loewy, D., 2012. Essentials of Business Communication. 9th ed. Cengage Learning.
  • Gurau, C., 2008. Integrated online marketing communication: implementation and management. Journal of Communication Management.
 

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