Advertising and promotion management - Essay Example

ADVERTISING AND PROMOTION MANAGEMENT By Advertising and Promotion Management Introduction The field of advertisement has undergone significant changes over the past decades in response of to a range of factors. Longitudinal analyses in advertisement and promotion have noticed a significant shift from traditional models of advertisements and promotion to current trends that offer the advantages of lesser costs, a quicker reach to the targeted client, efficiency in the systems, and the utilization of technological solutions (Makepeace & Hewett, 2009, p 121).

The process of advertisement and promotion entails the spreading of information about a product or service to the targeted audience within the quickest time range and in a manner that aligns with some of the specific details about preferences, needs, and strategies. The three conditions define the kind of relationship between the buyer and seller of the product and service. Part I: Current Trends Current trends in advertisement and promotion emerged because of the internet revolution. Some of the advantages that followed the development of the internet include email addressed, internet shopping sites, advertisement blogs, the social networking sites, and many other forms of communication that have increased the levels of efficiency in communication between people (O'Guinn, Allen, & Semenik, 2009, p. 106). Social networking sites such as the Facebook and Twitter have provides vantage opportunities for advertisers and marketers since they are able to reach large pools of clients and potential clients with relative ease and at minimal costs (Kelley & Jugenheimer, 2009).

Special website pages have been created by advertising firms for the purpose of enhancing the processes of advertisement and promotion. Internet advertisement is valuable because it allows for feedback between the advertisers and the targeted clientele. Traditionally, the processes of advertisement and promotion were heavily reliant on the conventional systems such as the print media, television, radio, or outdoor advertisements (Stafford, & Faber, 2005, p. 38). These systems had their unique benefits, which include stability and some element of permanence.

However, these methods could also serve a particular generation that was brought up within the systems. The past decades have witnessed a generational gap in the sense that the modern consumers rely on modern technological devices for information (Leiss, & Botterill, 2005). Case analyses and researches have shown that vast populations in nearly all parts of the globe no longer read hard print newspapers (Lamb, Hair, & McDaniel, 2008; Diamond, 2011, p. 111). They seek all their information online.

The development of smart phones and the revolution of the internet have cheapened and eased the access to information for many people particularly the urban dwellers. Comparative Analysis The generational gap between the young and the old has not impacted significantly on the utilization of internet resources. The elderly generations in many parts of the world have also converted to heavy internet consumers thus creating an entirely new generation that is based on the internet advertisements (Springer, 2009).

Comparisons between the traditional methods of advertisements and the current trends show that the latter carries significant benefits as compared to the former (Hackley, 2005; Egan, 2007). For instance, the current internet advertisement allows the clients and the advertisers or promoters to have interactional sessions on line. The value of feedback helps the advertiser to gauge the mood of the markets and the dominant preferences. This enables them to make significant adjustments on the products and services in line with the demands and requirements of the customer.

Another key advantage of the internet-based advertisement and promotion over the traditional forms of advertisement regards the matter of reach. Advertising on the internet costs less, reaches more people while advertisement on the traditional systems such as newspaper is expensive, and reaches only a few people (Tuten, 2008). Accordingly, many companies, advertisers and promoters are shifting their reliance on the traditional forms in order to benefit from the synergies created by the new systems of advertisement and promotion.

Part II: Creative Brief A creative brief is very significant in value in the field of advertising and promotion because it determine the level of impact that the advertisement bears on the targeted clientele. Creative briefs must address themselves to the specific elements of the advertisement. Some of the key features of a creative brief are precision, color, attractiveness, brevity, and creativity (Singh & Diamond, 2012). Developing a creative brief requires the inclusion of the key features of the products in a direct manner in order to attract and retain the attention and interest of the client (Spurgeon, 2007, p. 20). Digressing often misleads clients about the kind of product and its real value.

The use of creative vocabulary enhances the effectiveness of the advertisement and helps in developing the memorability of the advert. A creative brief must include only the relevant and catchy information about the product, service, or company (O'Leary, Sheehan, & Lentz, 2011). The basis of brevity is that many of the targeted clientele do not have time to scour through lengthy details of an advertisement in search for some information. Some of the details of the advertisement connects with the need for the clientele to focus on the specific factors of advertisement as they relate to the tastes of the clientele (Sweeney, & Craig, 2011).

A creative brief is an important tool in advertisement and promotion because it supplies the most appropriate form of information that determines the manner in which the targeted clientele make their decisions about the product. Works Cited Diamond, J 2011, Retail advertising and promotion, Fairchild Books, New York. Egan, J 2007, Marketing communications, Thomson, London. Hackley, C 2005, Advertising and promotion: Communicating brands, SAGE, London. Kelley, L, D, & Jugenheimer, D, W 2009, Cases in advertising management, M.E. Sharpe, New York.

Lamb, C, W, Hair, J, F, & McDaniel, C, D 2008, Essentials of marketing, South-Western, Mason, Ohio. Leiss, W & Botterill, J 2005, Social Communication in Advertising: Consumption in the Mediated Marketplace, Routledge, London. Makepeace, R, & Hewett, G 2009, Advertising and promotions, Pearson Education South Africa, Cape Town. O'Guinn, T, C, Allen, C, T, & Semenik, R, J 2009, Advertising and integrated brand promotion, South-Western/Cengage Learning, Mason, Ohio. O'Leary, S, Sheehan, K, & Lentz, S 2011, Small business smarts: Building buzz with social media, Praeger, Santa Barbara, Calif.

Singh, S, & Diamond, S 2012, Social media marketing for dummies, Wiley, Hoboken. Springer, P 2009, Ads to icons: How advertising succeeds in a multimedia age, Kogan Page, London. Spurgeon, C 2007, Advertising and New Media, Routledge, London. Stafford, M, R, & Faber, R, J 2005, Advertising, promotion, and new media, M. E.Sharpe, New York. Sweeney, S, & Craig, R 2011, Social media for business: 101 ways to grow your business without wasting your time, Maximum Press, Gulf Breeze, FL. Tuten, T, L 2008, Advertising 2.

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