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Introduction

This unit 18 advertisement and promotion in ICT assignment will give the essence of the promotion as an important part of the business. Communication process in the advertisement and promotion plays an important role to inform the target audience about the new product or to persuade them for granting the product during the purchase consideration and lastly to remind the audience about the product modification or new versions of the products. Information and Communication Technology are now used in the advertisement purposes in order to speed up the communication process and also to reach maximum audience. Lastly the promotion is dependable on the formulation of the budget which will be witnessed in this report at the end.

Unit 18 Advertisement and Promotion in ICT Assignment

1.1    Explain the communication process that applies to advertising and promotion

The communication process in the advertisement and promotion plays an important role to inform the target audience about the new product or to persuade them for granting the product during the purchase consideration and lastly to remind the audience about the product modification or new versions of the products. Thus communication plays an important role to connect the organisation to the target audience. AIDA model is generally followed in the communication process to attract the customers towards the product. (Luo,and Donthu, 2015).

A is the Awareness which draws the attention of the target audience of the organisation. The new model of Samsung S6 Edge creates awareness by the design of the product that is a person can access the phone in the extreme side of the body. 
I is the creation of the interest by demonstrating the benefits and advantages of the product. For example, the smart features of Samsung S6 edge like the display, camera, battery back-up, price will be focused. 
D is the desire which the consumers will have after viewing the advertisement of Samsung. The desire only develops when the consumer finds that the products will satisfy their requirements. 
A is the action that the consumers will like to undertake in the terms of purchase.

Apart from the model there are several aspects which the organisation follows to attract the customers towards their organisation in the following way: (Tyagi and Kumar, 2013).

  • The first step is the designing of the message where the content of the message is given focus. The emotional touch or the rational perspective is included in the message. For example for the smart phone of Samsung Galaxy is “It’s not a phone, it’s a galaxy”. With this theme of Samsung the models ensure that it has more features than a normal phone has which has been compared to galaxy.
  • The second step is the selection of the media which can be personal or non personal communication. Personal communication is targeted to the audience individually by promotional emails, phone calls etc. But the non-personal communication involves the advertisements in the newspapers, TV, magazines. It is depend of the budget of the organisation.
  • Effectiveness of the communication is also analysed at last by comparing the sales turnover of the selected period with the expected turnover as framed during the planning or budget.

1.2    Explain the organisation of the advertising and promotions industry

As per the market research is concerned around 600 billion dollars have spend by the organisations in the last quarter of the year 2015 and the markets like UK, US, Japan, China are the attractive ad markets in the world. Global advertisement revenue will stand around 468.74 billion dollars at the end of the year 2016. (Cravens and Piercy, 2015).

  • Advertisers: Advertisers are the organisation who promotes their products by adopting the advertisement. The organisation likes British Sky Broadcasting, Procter and gamble used to spend huge money in the advertisement. For example, nearly 264 million pound in a year was spend by British Sky Broadcasting to promote their products in the different media
  • Advertisement Agency: The advertisement agencies like WPP group, Publicis Group are the famous advertisement agencies in UK. For example WPP group has fetched 19 billion pound whereas Pubilicis group has drawn 9.6 billion pound as revenue. Advertisement agencies are the organisation who prepares and design the advertisement for the advertisers. 
  • Media Organisation: Media organisations are the important part of the advertisement as the organisation selects these mediums for their promotions. British Broadcasting Corporation (BBC) is one of the poplar media organisations in UK. The print media such as the Daily Mirror, Sunday Mirror and The Guardian are also popular in the media organisations and the turnover stands around 20 billion pound. 
  • Regulatory Media bodies: Advertisement Standards Authority in UK regulates the organisation’s advertisement on the grounds like misleading, offensive or harmful. The committees of ASA prepare the Codes which controls the advertisements in UK. Apart from that Ofcom is another regulator in the advertisement and promotion industry where the displays in the televisions, newspapers are checked. (ASA, 2015).

1.3    Assess how promotion is regulated

Regulation of the promotion is needed in order to prohibit the offensive, illegal or immoral advertisement in the media. In UK the promotion is being regulated in the following way:

  • UK Government: Government of UK controls the promotion with three aspects like legal, decent and truthful. Legal aspect is the controlling of the promotion which showcases the offensive or misleading advertisements in the media. The comparative advertisements which affects the brand image of other company. The society is being focused where the Government of UK regulates the advertisements like smoking in the local shops. The information regarding the personal details of the customers gathered by an organisation should not be shared to other organisation as per the norms of the Government. Thus we can analyse that the Government is responsible to stop the illegal or anti- social advertisements in UK. (Gov.UK, 2015).
  • Advertising Standards Authority: ASA in UK is the body who regulates the advertisement based on the complaints received within three months of the displaying. All the misleading, immoral or illegal advertisements are controlled by this body based on the decisions of the committees of ASA. (ASA, 2015).
  • Committee of Advertisement Practice (CAP): The advertisements in the print media, sales promotion, internet promotions are controlled by CAP. Advertisement containing the harmful message for the children, misleading political content is checked by this body.
  • The Institute of Sales Promotion: ISP is the associate body with the ASA who works jointly in the areas of sales promotion. Aggressive sales promotion or misleading information used in the sales promotion are taken care by this associate body ISP.
  • Broadcast Committee of Advertisement Practice (BCAP): The authority to give clearance is the area covered by BCAP for that they used to design the codes for the regulations based on the advertisement.

Thus we can observe that different regulatory bodies are there in UK who used to control the advertisement from every angle starting from giving clearance to the displays. Safeguard to the society is also the major objectives of the regulations formulate by the regulatory bodies in UK which can ensure healthy competition among the brands and the people can also get satisfy with the product which they consider for the purchase.

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

The current trends which are observed in the advertising and promotion based on the UK market are as follows:

  • Mobile Revenues: Sales of the e-commerce has increased significantly nearly 8.2 bn pound which shows a growth rate around 56% that is tripled. The advertisement based on the mobile is valued around 2.26 billion in the terms of spending. (Varadarajan, 2010)
  • Adoptions: The desktops are replaced by the smart phones and laptops which has also changed the nature of the advertisements. People are now using the mobile based application which is only accessible from the smart phones. 
  • Internet: Advertisement in the internet has grown significantly due to the reach of the internet. Around 90% of the people in UK are using the internet and thus the companies are now using the internet as a medium for the advertisement which is much easier and less expensive than the advertisements in print media and televisions. 
  • Social Advertising: The use of the social media has increased. 43% of the search is there for the e-commerce companies and for that the companies are using the platforms like Face book to tailor the advertisements with a very low cost in order to get maximum reach. More than 30 million users are there in Face book which make this site a popular platform in the social media. Shutter stock is company which has been tied up with face book to displays several pictures. (Yunus, Moingeon, and Lehmann-Ortega, 2010).

 Social Advertising

  • Content marketing: The companies are now giving their focus to the content marketing regarding their product or service. Content marketing helps the viewers to get complete information regarding their search which helps them to consider their purchase decisions. Apart from that the companies can also effectively manage the communication process to aware the public about their product or service
  • Micro targeting: One of the current trends that has been used by the organisations to attract the target audience in an effective way. Personalised messages are mainly developed to attract the target audience by specifying their actual requirements.
  • ICT: Information and Communication Technology are now used in the advertisement purposes in order to speed up the communication process and also to reach maximum audience. Wearable technologies have developed like the smart watch, gears, smart watch which the organisations are trying to enter this places for the advertisements. The positive side is the reach which can be obtained due to the rise of the application of ICT. Apart from that the rising young generation can be targeted effectively with the help of the ICT but the negative side can be the old or aged people who are unaware of the ICT applications. For that there is a negative impact in the advertisement as this kind of audience cannot be targeted.

ICT 
2.1 explain the role of advertising in an integrated promotional strategy for a business or product

Advertising is the non personal communication of the organisation’s offering by using different mediums. The customers or the people get aware of the product or services offered by the organisation. The objective of the organisations is to deliver the value and for that they adopt the promotion strategy which includes the advertisement to make aware, inform or persuade the people to consider the decision of the purchase. (Teece, 2010).
The objectives of the advertisement are:

  • The familiarity of the organisation is depending on the advertisement and hence advertisements serve the organisation’s familiarity in the market. 
  •  Advertisement build favourable brand image in the market by communicating the voice of the organisation.
  • When the organisation has launched any product or service they need to educate the people and for that reason advertisement is being used to educate or inform the people about the new launch or modifications in the product.
  •  Advertisements are also created to attract the market for the new offerings of the organisation. 

In the promotional strategy advertisement plays a major role. Promotion is the function which aware the people about the product or service of an organisation. Relating to the advertisement serves the promotion by creating the awareness of the product or services of an organisation in the market.

For example if Samsung wants to promote the model S7 then advertisement will support in this objective by reaching the message of the organisation Samsung to the billions of the people who are culturally diversified. The mediums like televisions, newspapers and internet are used for the advertisement. Thus advertisement plays the role of the mass communication by supporting the promotional campaign. 

The organisation adopts the integrated promotional strategy in order to differentiate the product in the mind of the people. As a part of the promotional strategy, advertisement distinguishes the products with the competitors offering.

Promotional strategy of the organisations like Samsung is to communicate the value like the product features which includes the side display accessibility, strong camera, powerful battery at low price than that of Apple. Thus advertisement used to play the major role in communicating the values in the mediums like televisions, newspaper, social media etc.

Promotional strategy of an organisation supports the product awareness. In that perspective advertisement maximises the initial demand of the market which in turn will reduce the distribution cost of the company in the pushing the product to the customers by giving more margins to the distributors as the people are automatically convinced by the advertisement. (Drumnod and Ensor, 2011).

2.2 Explain branding and how it is used to strengthen a business or product

Brand implies the trademark, logo, symbol, which is used for the purpose of differentiation form one organisation to another. Branding is the process that the organizations adopt to create and establish a unique image in the market which with an objective to increase the brand equity. Brand Equity is an extent to which customers will show his/her strong preference towards the brand by paying the price premium or refer to other friends or relatives.
Branding comes with a preliminary process that includes the following: (Kotler and Waldemar, 2010).

  • Identification is the first step of branding where the organisation will like to focus their origin. For Samsung it will be the company dealing in the Consumer Electronics across the world. 
  • The second step is to distinguish the brand Samsung with Apple. The distinction will be relevant when the people can identify the distinguished features. For Samsung it is the price which distinguishes it from the premium priced Apple. 
  • It is necessary to understand the perception of the customers. For example in the LED T.V’s Sony is the brand and the people purchasing the televisions based on certain consideration. Thus the branding team of Sony has to understand the perception of customers consider the purchase of Televisions.  
  • The fourth step is the selecting the target audience. Samsung has a wide range of Smart phones with different pricing and this signifies that different models are targeted to different customer segments. 

The main objective of branding in a business is to increase the interest and emotion of the people towards the brand. The different strategies that are being used in branding are:

  • Brand extension is the strategy in the branding which implies the launching of new product or modified version of the existing organisation. For example Samsung S7 Edge is the modified version of Samsung S6. New products are often associated with the risk and to mitigate the risk this strategy is used to prevent the brand from getting dilution. 
  • Brand Licensing is used in the strategy of the brand management where the parent organizations give permission to other organisation for using the brand logo or symbol. An agreement is done for this purpose for a specified period in return of the royalty. Some time Tesco joined with other FMCG brands in their outlets which will increase the sales of that brand and the customers will also prefer to buy those FMCG products of that brand from Tesco. (Kapferer, 2011).
  • Mixed Branding: It has often seen that the manufacturers of any national brand used to sale another company’s brand which maximizes the profits of other private brands without hampering the reputation of the national brand. For instance Skin Simple is the skin care product of Elisabeth Arden but its s tailored for a specific distribution channel that is Wal-Mart. 

Thus we can observe there are different strategies in the branding which can effectively strengthen the business or product by creating a unique image which influences the revenue generation.

2.3 Review the creative aspects of advertising

Advertising is one of the elements of the promotion which should be creative so that the people can get entertained and also understand the message that the company wants to communicate. The important consideration is the “Creativity” which implies the capability to create new ideas which are noble, useful and that can increase the interest of the people. The three aspects which go with the creativity are:

  • The quantity of the information that is having in the advertisement. 
  • The usefulness that the advertisement carries which can help the viewers to get the required information
  • The originality in the advertisement is highly required to create an impact on the mind of the viewers 

One of the important aspects of the advertisement is “How to say”. Basically it is the creativity which provokes the viewers towards the message of the organisation and set their mind towards their product. Distracting the activity of the people towards the creativity of the advertisement is the creative aspect of the advertisement. If we observe the tag line of L’Oreal Paris then we can find” Because you’re worth it”. This line indicates that a human being deserves the best hair treatment solution which is only provided by the organisation L’Oreal Paris.

  • The basic parameters that are involved in the creative aspect of the advertisement are: (Pricken, 2014).
  • The advertisement must have the capability to grab the attention of the people
  • The advertisement must create the interest which can increase the brand association
  • The advertisement must be unique which can create an image on the mind of the consumers. 
  • The people must reminds the advertisement for a long period 
  • The advertisement should be appropriate for the target audience. 

The creativity of the advertisement can be analysed from the advertisement shown below which communicate the message of the brand in a creative way to attract the people towards their brand.

In this advertisement we can observe the lenses company SIVO has shown the two sides of the clarity. The haziness reveals the unclear picture but the clear picture using the lenses of SIVO will show the real situation. Thus the brand SIVO can effectively communicate the value of their product with the help of the creativity. 
  company SIVO
CARLSBERG
 This is the another creative aspect of the advertisement which implies that the CARLSBERG bear is the best and precious bear in the world as the picture claims the essence of the precious stones.

2.4 Examine ways of working with advertising agencies

Advertising agencies are the organisation that used to prepare and design the advertisement on behalf of the business organizations. Currently the organizations used to outsource their advertisement work to other specialized agencies which are the advertisement agencies. For example WPP is the famous advertisement agencies in UK who used to design the advertisements for other organizations. The ways that the organizations are working with the advertisement agencies are as follows:

  • Expertise piece of work: It is expected from the advertising agencies that they have a set of the experienced professionals in the field of advertisement who can deliver the best designs for the advertisements. As the professionals of the advertising agencies are specialized in the domain of advertising which will help the organisation to deliver its message effectively. Apart from that if we consider the other side then they will charge the fees for the work but the effectiveness can only be analysed after the display. (Giligan and Wilson, 2012)
  • Content: The content that is framed by the advertisement agencies is mature and creative. The mature content can create an interest among the people which increase the involvement of the people towards the brand. But at the same time the organisation who is outsourcing the work should coordinate with them for checking the content or design as at the end of the day the reputation of the organisation will only matter.
  • Target audience: The advertisement will be designed by the advertisement agencies based on the organizations target audience and for that the organizations need to communicate with them by specifying them the actual target audience for the advertisement. 
  • Budget: The amount of fees that the advertisement agencies charged to the organisation based on the resources they will employ for the concerned advertisement, some percentage of profit etc. Thus a budget has to be formulated by the organizations to allocate certain amount of money for the advertisement. It can be the fixed percentage, or certain available percentage from the sales.  
  • Evaluations: Both the advertisement agency and the organizations used to evaluate the effectiveness of the advertisement after the display by analyzing the TRPs and also the sales turnover. If the people show less interest then it is the duty of the advertising agencies to recover it and fix the issues to make it attracting in the market.

Thus an organisation must consider these factors in order to work with the advertisement agencies. Reputation is the important factor and if the advertisement is ineffective then the organizations can suffer loss and the competitors can take advantage. Thus a proper coordination between the organisation and advertisement agencies are required to design the advertisement which has the potential to attract the people towards the organizations.

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3.1 Explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product

Below the Line-promotion is one of the promotional techniques adopted by the organisations to share the message of the product effectively to the target audience. BTL is used to attract the people in a local area with a consideration of the niche market. The messages in the BTL activity are tailored to target the audience of the particular area. Below the line promotions is one of the effective types which is becoming the important part of the organisations. Not only the FMCG companies are implementing but it is also the industrial goods companies who are using this technique to attract the people effectively in the concerned place.  This is one of the techniques which ease the pressure of the sales or marketing team by convincing the customers effectively. The tailor made advertisements, posters, leaflets are being shared in this BTL promotion which can deliver the message or the offers effectively in the selected market. The primary techniques that are used in the BTL promotion are as follows: (Vorhies and Morgan, 2013).

  • Partnerships: Partnership is one of the effective BTL activities which attract the consumers effectively. For example, Hi-Tec has formed the partnerships with UK national Trust and also with one club for promoting the new boots as they can effectively reach to the target audience with the outdoor footwear.
  • Sponsorships: Sponsorship is one of the forms the techniques of the BTL promotion where they used to invest in the events for getting the access of the target audience. For example Hi-Tec gives their sponsorships to many health events to support their cause and also to promote their brand in the mind of the target audience who will participate in the event. 
  • Public relations: Under the BTL promotion, public relation technique is used to address the particular group of people in the form of blogs, articles and social networking platforms. Hi-Tec used this technique periodically to address the people with some concern. 
  • Buzz Marketing: Self generation of the responses can be identified in this technique. When the organisation like Hi-Tec writes some interesting topic in the social networking platform then automatically the content become viral and the interest for the people are generated which increases the involvement of the people with the brand like Hi-Tec.
  • Direct mail: Direct mails are send to the people with a personalised messages for example Hi-Tec uses this techniques by sending the direct mails to the people by giving the access for shopping from the online portal of Hi-Tec
  • Sales Promotion: Sales promotion is the technique to boost the sales for a specific period and it can support the BTL promotion by giving offers to the retailers and also to the consumers  for influencing them to buy the products of Hi-Tec
  • Extranet: The organisations like Hi-Tec uses this technique to share the press releases, brochures, photos to the retailers so that they can adopt this materials for the sake of their promotions and in turn  the customers are also get influenced in the particular area. (Business Case studies, 2016)

Enhancing the integrated promotional strategy can be effectively managed from the BTL activity which can help to personalised the message of the organisation to effectively target the audience of the particular area. Customisation of the message will help to get more customers for the brand and this can only possible from the Below the Line Promotion techniques.

3.2 Evaluate other techniques used in below-the-line promotion

The other techniques adopted in the BTL promotion are as follows:

  • Door to Door selling: Door to door selling is applicable in the BTL promotion where the sales representative directly visits the individuals or the people at their houses. The positive side is the face to face communication which can help the people to interact with the organisation’s representatives and for the sales people it can be easier to understand the motives of the people by interacting them face–to-face. But the negative side is the high cost and time that is more involved in this technique. (Chernev and Kotler, 2014)
  • Coupons: Coupons are the sales promotion activities where the paper cuttings or the online promo codes are shared with the some people directly to promote the brand. The positive side is the interest that be created with the brand which will increase the sales turnover. But the negative side is the short term view as the company cannot afford to continue the coupons for a long time which will increase the cost. 
  • Product Display: This is one of the techniques used in the BTL promotion where the offers of the company or some information of the company will be displayed in the point of purchase which will increase the awareness of the people coming to the store. The positive side is the awareness will be created and provokes the people to consider the purchase but it is also having the short life tenure as this will increase the operational cost which is the negative side.

4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional strategy

The appropriate process that can be applies in the formulation of the budget of the integrated promotional strategy are as follows:

  • Percentage of Sales Method: This is one of the techniques applied by the organisation while formulating the budget. Percentage of sales methods implies that the organisation fixes certain percentage on sales for the promotion. For example 5 % of the total sales turnover in the particular area can be allotted for the formulation of the budget. This is totally depend on the management of the organisation based on their decision the allotment is fixed. (Kotler, 2010).
  • Competitive Parity: This is method which the management allotted the proportion of budget towards the promotion by determining the amount spent by the closest rivals in the same industry. In order to maintain a leading position in the market, this is the technique often used by the organisations. 
  • Goal and Task Method: This is the approach where the organisation fixes the budget by determining the goals and the task. For example if the goal of the Samsung is to cater the untapped market of the smart phone then they will consider the task based on the goal. The task can be the identification of the audience, perception of the target audience and then estimate a cost for developing the budget of the promotion. 
  • Media Cost: The cost is needed to be determined by the organisation associated with the medium. For example The Guardian has reduced their charge by 20% in UK to attract the business organisation for placing their advertisement.  
  • Customers Expectation: The expectation of the customers is needed to be understood by the organisation in order to develop the budget of the promotion. For example if Samsung wants to promote a model for the people of UK who are still not using the smart phone then they have to understand their perception of the smart phone. The reason that they still not purchase the smart phone. After determining the perception of the customers, Samsung needs to allocate the budget to make their promotion successful.

These are the details of the parameters which the organisation must consider to develop a budget for the promotion. It is the financial situation and the objective of the organisation which influences the budget formulation of the organisation.

4.2 Carry out the development of a promotional plan for a business or product

The development of the promotional plan can be done in the following way for the organisation Samsung: (Giligan and Wilson, 2012)

  • Situation Analysis: It considers all the aspects that support the organisation in developing the promotional plan. The diversified human resources can effectively manage the customers and they have around 2, 80,000 employees around the world. Graduate Programme is there in Samsung to train the human resources effectively. The operating profit for Samsung is valued at 22 US billion dollars and they have invested around 28.95 billion US dollars which is significant for the promotional plan. Samsung has the physical resources which is valued around 529.5 billion dollars that has increased from the last year. Customer loyalty for Samsung is 35 which is the score that is much high than the actual standard.  
  • Objectives: The objective of Samsung is to fulfil the dream of the people using the smart phone by the quality, features and the price. These three things will indicate the product of Samsung is different and distinguished from other rival brands like Apple. 
  • Communication: Samsung will prefer the communication for increasing the awareness and interest towards the brand. The communication process will drive the attention for the people and the people will consider the purchase decision which will act as a feedback for the promotion. Transparent communication is the only way to achieve the objective of Samsung. 
  • Target Audience: The target audience will be the untapped market which is not catered by the smart phone companies in UK. The penetration of the smart phone is around 75% and the rest of the people are using the normal phones and for that reason the target audience will be the people who are not using the smart phone. 
  • Creative strategy: The smart phone will be promoted to the market but developing a poster like “A blind man can use the smart phone” This will arise the interest and provokes the people who are not using the smart phones. Creativity is the originality and truthfulness that the promotion must have to attract the market. 
  • Promotion Mix: The elements which are relevant for the Samsung will be the advertisement and sales promotion. It has to be understood that the people who are not using the smart phone must not aware of the internet and for that reason advertisement as well as sales promotion will be applied. Advertisement in the media like television, print media will be considered to spread the message that Samsung has developed a user friendly phone for the people who are not using the smart phone. Sales promotion will create a hedonic effect on the people who are not using the smart phone which will drive the interest.
  • Budget Allocation: Goal and task method will be applied as the goal of Samsung is to cater the untapped market then the task will be the objectives to achieve the goal.  For example if the goal of the Samsung is to cater the untapped market of the smart phone then they will consider the task based on the goal. The task can be the identification of the audience, perception of the target audience and then estimate a cost for developing the budget of the promotion. 
  • Scheduling: The activities can be scheduled in the following way:

Market research

2 months

Gathering and analysis of the data

1 month

Framing the budget

10 days

Allocating the advertisement work to the agency

5 days

  • Evaluation Methods: The sales turnover of Samsung with the new model will be measured with the expected sales turnover for the specific period. If there is a deficiency arises then the research team of Samsung has to collect the market responses fir the failure and accordingly a new plan will be prepared which may involve the product modification.

4.3 Plan the integration of promotional techniques into the promotional strategy for a business or product

The plan for integrating the promotional techniques must consider the following aspects:

  • The promotional techniques are developed based on the objective of the organisation. For example the objective of Samsung is to attract the untapped market of the smart phone by their new version. Thus the positioning to the mind of the target audience is needed to give priority where the organisation must consider the people who are unaware of the features of the new model of Samsung. (Drumnod and Ensor, 2011).
  • Push and Pull strategies are needed to be considered by the organisation. Push strategy will increase the distribution cost of the organisation as the retailers or the distributors will be given a margin for convincing the end consumers. But pull strategy of the organisation is to increase the advertisement cost which will automatically convince the customers towards the product. 
  • Public relation is needed to be focused where the executives of the organisation will shares the brochures, news releases, blogs for the new product they have developed. All the negative images of the brand can be removed with the help of the public relation which will inform the mass about the new development. 
  • The identity of the brand is needed to develop. As in case of Samsung the brand equity is high but it is in comparison with Apple. The packaging of the brand is also the important factor which can create an impression on the mind of the consumers. 
  • There are many barriers like media clutters, negative impression of the brand, rising cost of the advertisement need to be identified in order to overcome the barriers by the integrated approach of the promotional strategy. The market research is the only way which can help the organisation like Samsung to collect the responses of the customers in order to develop or modify the strategy. The perception of the customers is only possible by studying their purchase behaviour which is the only way to solve the problems of the promotions.

4.4 Use appropriate techniques for measuring campaign effectiveness

The appropriate techniques used to measure the campaign effectiveness are as follows:

  • The effectiveness of the campaign can be determined by measuring the techniques with the objective of the campaign. The objective of the campaign is to educate the non-smart phone users about the new model of smart phone by Samsung. Effectiveness of the campaign should be measured with the objectives of the campaign
  • The responses of the customers by calculating the sales turnover over a period is needed to measured with the expected turnover. This can give the actual picture of the effectiveness of the campaign. 
  • The attitude surveys can be done by visiting the stores, public places in order to understand the attitude or perception of the customers purchasing the smart phones. The surveys can help the organisation to measure the effectiveness of the campaign. 
  • The repeat purchase is the other symptom which can help the organisation Samsung to understand the effectiveness of the campaign. The customers buying more than one unit will imply that they prefer the brand Samsung and that will denotes the high brand equity. 
  • The quantitative tool that is Marketo can be applied which help the organisation to calculate the ROI of the complex data. This quantitative tool is capable to produce daily, weekly or monthly reports.

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Conclusion

This advertisement and promotion in ICT assignment has effectively highlighted the usefulness of the promotion in the business. Promotion is widely considered in the business which effectively manages the communication process in the organisation.  The objective of the promotion is to aware the people about the new launch and it can be effectively manage if the promotion is integrated and planned effectively. Advertisement, sales promotion, public relation, direct marketing, internet marketing are the elements used in the promotion mix.

References

 ASA. (2015). About ASA. [Online] Available: https://www.asa.org.uk/About-ASA.aspx , Accessed as on 20.7.16
Business Case Studies. (2016). Using promotion to position a brand. [Online] Available: http://businesscasestudies.co.uk/hi-tec-sports/using-promotion-to-position-a-brand/below-the-line-promotion.html#axzz4Ew3oTE2M, Accessed as on 20.7.16
Chernev., A and Kotler.,P. (2014). Strategic Marketing Management. Cerebellum Press
Cravens, D.W. and Piercy, N., (2015). Strategic marketing (Vol. 7). New York: McGraw-Hill.
Drumnod., G and Ensor., J. (2011). Strategic Marketing. Routledge. 
Giligan., C and Wilson., R. (2012). Strategic Marketing Planning. Routledge. 
Gov.Uk. (2015). Marketing and Advertising: the Law. [Online] Available: https://www.gov.uk/marketing-advertising-law/overview, Accessed as on 20.7.16
Kapferer., J. (2011). Strategic Brand Management: New Approaches to creating and Evaluating Brand Equity. Simon and Schuster. 
Kotler., P and Waldemar., P. (2010). B2B Brand Management. Springer.