Stratford

In: Business and Management

Submitted By pitpalacu
Words 1179
Pages 5
Explanation of communication process that applies to advertising and promotion:
Marketing communication involves answering the following questions: who is the target audience, what should be communicated and how should it be communicated? Communication is a multifaceted process and the overall image projected by a provider is critically important. To this end, a range of promotional techniques can be used – the communications mix. Jobber (2004) views the mix as having six key elements: Advertising, Personal selling, Direct marketing, Internet and on-line marketing, Sales promotion and Publicity
How promotion is regulated
Advertising in the UK is controlled through a combination of codes of practice and legislation. To prevent cheating people by fake publicity, there are several regulatory bodies in UK that regulate advertisements and other promotional activities. They have the authority to take actions if they find any promotional activity fraudulent. The main three regulatory bodies are: * Advertising Standards Authority (ASA) * Bar Standards Board * Committee of advertising practice.
Understand below-the-line techniques and how they are used.
Primary techniques of below the line promotion and how they are used in integrated promotional strategy for a business of product
Below the line promoting techniques refer short time promoting technique to get a direct response from the customers. It includes differing kinds of techniques like money or different incentives to the customer of the merchandise or merchant. Here, communications are more direct. This promoting technique conjointly includes several coupons, gifts or discounts with shopping for the merchandise or service.
Below-the-line promotion technique includes several promotional methods or approach that facilitate to achieve to the client more quickly and directly. It includes varied forms…...

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