Advertising and promotion Essay Example | Topics and Well Written Essays - 2000 words

Advertising and promotion - Essay ExampleThis paper aims to look for the role of advertising as part of the integrated approach to marketing communications as well as some relevant models and theories that can help explain the process of communication. This is showed through with(predicate) relevant examples through real-life applications of companies and brand owners of these concepts. Lastly, this paper aims to explore the new trends in the integrated marketing communications industry with changes that ar prompted by the onset of new technology.Advertising has a distinct characteristic both as a strong force and a weak force in communicating with consumer (Jones 1990, 233-246). The advertising functions role in the overall marketing communications mix of the company depends on whether the advertising should be used as a strong force, or a weak force. In the older times, advertising has always been viewed as a strong forceit is the main function that is being used by companies t o promote products. With advertising, brands ar created as they help gain peoples attention, and later on create attitudes toward these brands (Duncan 2005). When advertising is used as a strong force, it is usually aimed to create awareness from the target audience (Jones 1990, 233-246). This is apparent in an advertisement candidacy which is developed in the late 1990s for the Meat & Livestock CommissionThe advertising developed by BMP DDB, Recipe for love, first slowed and then reversed the market decline. The ads dramatised the unique pleasures of red meat meals and advance people to make a little more effort and cook them more frequently (instead of falsify meals, chicken and so on). There was also a reassurance campaign that gave basic information about the nutritional benefits of red meat. Sales of both beef and all red meat grew in 1997 over 1996 (Broadbent 2008, 763).However, other(a) people believe that advertising, in