ADVERTISING AND PROMOTION

Advertising & Promotion

Table of Contents

MARKETING COMMUNICATIONS1

TWO MODELS OF COMMUNICATIONS1

Shannon and Weaver1

Laswell Model2

CONSUMER BUYING DECISION-MAKING PROCESS4

1.Problem Recognition4

2.Information Search4

3. Evaluation and Search of Alternatives5

4. Decision Implementation5

5. Post Purchase Evaluation6

ELEMENTS OF MARKETING COMMUNICATION MIX6

TYPES OF ADVERTISING AGENCY8

Specialized Agencies8

Agency-oriented industry8

Workshops8

Purchase of advertising space in media9

Agency within firms9

FUNCTIONS OF ADVERTISING STANDARDS AUTHORITY9

i.The Advertising Standards Board of Finance (ASBOF)10

ii.The Committee of Advertising Practice (CAP)10

iii.ASA Council10

DATA PROTECTION ACT 199810

CURRENT TRENDS IN ADVERTISING AND PROMOTION11

1.Cause-related marketing11

2.Social Networking11

3.Doctor Appointments12

CRITICAL ANALYSIS OF THE ROLE OF MARKETING COMMUNICATIONS IN GLOBALIZATION12

IMPORTANCE AND USE OF IT12

Advertising and Promotion

Marketing Communications

The concept of integrated marketing communication is very broad and important concept utilized in managing and illustrating beneficial relations with the shareholders, consumers and employees and transferring a consistent message to deliver rational and the highest effect of communication to the extent that organization and its products in the relation(Briggs 2005, 81). The person who is involved in doing marketing communication should be controlled for the observation of the stages, in order to deliver the success of the approach.

Hence, the purpose of integrated marketing communication is the simplicity of the message, and the use of various online and offline communication means by improving the potential of the company so as to send the right message to the right customers at the right time and place (Durkin2001, 175).

Two models of communications

Shannon and Weaver

Shannon's model is represented by a scheme made up of five elements: a source, a transmitter, a channel, a receiver, a destination. Within this model include noise, which brings a certain disturbance.

In 1948, Shannon and Weaver launched a mathematical theory of communication, while almost Laswell, made his formula of five elements. This is a model of communication or, more accurately, an information theory based thought of cybernetics, which is the study of the functioning of machines, especially the electronic machines (Zeithaml, 1988, 21.). When speaking of Shannon information, it is a term with a completely different sense than we normally attribute to it (bringing us daily news print, radio and TV). For it is a quantifiable unit that takes into account the content of the message.

a) Source: the initial emitting element of the communication process, producing a number of words or signs which form the message to convey

b) The transmitter: technically, this is the one that transforms the message issued in a set of signals or codes that will be suitable for transmission to the channel manager.

c) The channel is the practical way to carry signals encoded by the transmitter.

d) The receiver: Also here is the technical receptor, whose activity is the inverse of the transmitter.

d) The recipient: he is the true recipient to whom the message is intended. It will be the person who runs the phone call or set of people hearing radio or TV.

f) Noise: a perturbardor, which parasitizes in varying degrees the signal during transmission, "snow" on the TV screen, frying or cry on a disk, interference noise on the radio, also the voice too low or covered for music, in the visual can be a stain on the ...