Essay on Theoretical Understanding and Practical Application of
Advertising and Promotion in Business
By Sofia Lyondova
"Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7)
Information Technology (IT) has become a vital and integral part of every business plan and is changing every aspect of how people live their lives. IT is a driving factor in the process of globalization. Technology is now the forefront of the modern world creating new jobs, innovations, and networking sites to allow individuals to connect ...view middle of the document...
These technologies help in supporting economic and social developments.
In conclusion, thanks to technology – It has changes our life for better. Hopefully, in the future, the technology would improve rapidly and can be very useful to the society.
1.1 The Scope of Marketing Communications
Advertisements serve a great purpose. They promote sales, increase business and profit as nothing else can do. People are tempted to buy what they see advertised. Advertisements also educate us. They inspire us to do right things however. Advertisements are here to stay, because no business can run without advertisements.
Advertising falls into two main categories: consumer advertising directed to the ultimate purchaser, and business-to-business advertising.
Linear Model - The linear model views communication as a one-way or linear process in which the speaker speaks and the listener listens.
Interactive Model - The main flaw in the linear model is that it depicts communication as a one-way process where speakers only speak and never listen. It also implies that listeners listen and never speak or send messages.
Transactional Model - This model also fails to show that communication is a dynamic process which changes over time. It shows that the elements in communication are interdependent. Each person in the communication act is both a speaker and a listener.
The Linear model is great for electronic media, such as radio and television, because of its one way nature. For example, conversations with our friends and others are never one way. Also, factors like culture, environment, and relational history often come in play to affect the message.
The transactional model recognizes how the type of channel can affect meaning. Do you think that the words “I love you” have a much different meaning if they are said through a billboard than through a voicemail?
With transactional communication, it is understood that what I say to you influences how you respond to me, and that in turn has bearing on my next response. With linear model, its felt a message is sent then received. With interactional - a message is sent, decoded, interpreted, then encoded and a response is given.
1.2 The Role and Importance of Advertising
Advertising is part of Marketing. In order to stimulate customer response always the advertisement is a good opportunity for the company to promote itself. The more people see the product, the more they want to have it. There are different types to gain customer’s awareness like advertising, and promotion,. Also there are different places that advertisements can be positioned, using the metro, trams , buses , restaurants and so on.
The advertising objectives should support main company’s goal and should be discussed with company-client in order to avoid misunderstanding. Tthe advertising roles are based on company’s marketing strategy, like; Increase sales, Increase brand awareness, Tell to customers, Supporting other market efforts...