Advertising and Promotions

AMERICAN
COLLEGE OF
HIGHER ADVERTISING & PROMOTIONS
EDUCATION
PREPARED BY :
TANIA JAY
BTEC HND DIPLOMA IN BUSINESS LEVEL 5

Advertising & Promotions in Business Individual Assignment
ACKNOWLEDGEMENT
First and foremost, it is the authors duty to record the gratitude and deepest appreciation to
the Lecturer in Advertising and Promotions in Business, XXXXXXXXXX, who generously
helped and offered indispensable assistance, guidance and support.
In addition, the author expresses her gratitude to the XXXXXXXXXX for their tremendous
contribution in carrying out the following study at a success.
Last, but not least, the author wishes to convey her love and gratitude to her family and
friends for their kind support offered throughout the duration of the study. Thank You.
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CONTENT
Acknowledgement ...01
Executive Summary ....04
Introduction .06
Task 01
1.1 The Communication Process that Applies to Advertising and Promotion 09

1.2 & 1.3 Advertising and Promotions Industry and Regulation of
Promotional Activities .......12
1.3 Impact of ICT in Current Trends of Advertising and Promotions ....15
M1 /D1 Suggested Advertising and Promotion Method for the Event ...16
Task 02
2.1 Role of Advertising in an Integrated Promotional Strategy ..23

2.2 Branding and its Usage in Strengthening Dubais Bid for the Event 24
2.3 Creative Aspects of Advertising for the Event ..25
2.4 Dealing with Advertising Agencies ..28
2.5 & 2.6 Most Effective Method to Conduct the Event EXPO 2020 .......29
Task 03
3.1 Primary Techniques of Below-the-Line Promotion ......31

3.2 Other Techniques Used in Below-the- Line Promotion and
Advantages of it ..32
Task 04
4.1 Appropriate Process for the Formulation of a Budget for an Integrated Promotional
Strategy ........33
4.2 Development of a Promotional Plan for the Event ....34
4.3 Integration of Promotional Techniques into the Promotional Strategy
for the Future Event .....34
4.4 Techniques for Measuring Campaign Effectiveness .....34
Conclusion ...36
Reference .37
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Figures and Tables
Figure 1.1 Dubai EXPO 2020 ..07

Figure 1.2 Dubais Location being a Centre to All Other Countries ...08
Figure 1.3 Site Area Information .08
Figure 1.4 Marketing Mix ....09
Figure 1.5 Promotional Mix .10
Figure 1.6 Lasswells Theory ...10
Figure 1.7 Kotlers Model ....10
Figure 1.8 Different types of agencies .13
Figure 1.9 Dubai EXPO Objectives .16
Figure 1.10 Components of the Message .19
Figure 2.1 Dubai EXPO 2020 Feedback ..25
Figure 2.2 EXPO 2020 Official Website ..26
Figure 2.3 Promotion through SEO and Social Media .27
Figure 2.3 Promotional Advertisements ...27
Figure 2.4 Integration with Social Media: Facebook ...28
Figure 2.5 Digital Marketing in Integrated Marketing Communication ..30
Figure 4.1 Process of Budget Formulation ...33
Figure 4.2 The Process of Evaluating Campaign Effectiveness ..36
Table 1.1 Communication themes to be used in each phase 18

Table 1.2 Information Material to be used according to Different
Target Audience ..21
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EXECUTIVE SUMMARY
The following report provides an understanding about the scope of marketing

communication, role and importance of advertising, below-the-line techniques and how they
can be used and creating an integrated marketing strategy with related to a given scenario.
LO1 Understand the scope of marketing communications
1.1 explain the communication process that applies to advertising and promotion
1.2 explain the organisation of the advertising and promotions industry
1.3 assess how promotion is regulated
1.4 examine current trends in advertising and promotion, including the impact of ICT
LO2 Understand the role and importance of advertising
2.1 explain the role of advertising in an integrated promotional strategy for a business or
product
2.2 explain branding and how it is used to strengthen a business or product
2.3 review the creative aspects of advertising
2.4 examine ways of working with advertising agencies
LO3 Understand below-the-line techniques and how they are used
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
3.2 evaluate other techniques used in below-the-line promotion
LO4 Be able to plan integrated promotional strategies
4.1 follow an appropriate process for the formulation of a budget for an integrated
promotional strategy
4.2 carry out the development of a promotional plan for a business or product
4.3 plan the integration of promotional techniques into the promotional strategy for a
business or product
4.4 use appropriate techniques for measuring campaign effectiveness.
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EXPO 2020
Connecting Minds, Creating the Future
https://expo2020dubai.ae/en/
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INTRODUCTION
EXPO is considered to be one of the largest Industrial exhibitions in the world with millions
of people participating representing different industries from different nations at a single
place. For the year of 2020, five potential competitors of five nations lodged bidding for the
event, Turkey (Izmir), Russia (Ekaterinburg), Brazil (Sao Paulo), Thailand (Ayutthaya) and
UAE (Dubai), ultimately UAE being elected as the country to host the event in the
commercial and Industrial city of Dubai. Also, Dubai being a city centre for all other
countries, and rich with technology, it makes a perfect destination to held the event with
convenience.
UAE officials have unveiled their master plan for Dubai Trade Centre - Jebel Ali, which will
be created to host the 2020 World Expo. The unveiling took place in Paris on Friday during a
presentation at the 152nd General Assembly of the Bureau International des Expositions
(BIE), the intergovernmental body in charge of overseeing the bidding, selection and
organization of World Expos.
At the core of the site master plan, which was designed by HOK, Populus and Arup, is an
open plaza called Al Wasl (the connection) and branching out from the plaza are three main
zones that symbolize the bid's sub themes of sustainability, mobility and opportunity.
Inspired by traditional Arab souks, the site integrates the UAE's architectural heritage with
the requirements of the Expo to foster the fundamental principles of innovation, partnership
and collaboration between participants and visitors. Commenting on the environmental
sustainability of the site, Helal Saeed Al Marri, CEO of Dubai World Trade Centre, said:
"Legacy planning will be deployed at the earliest stages of Expo preparations, leveraging
every opportunity for Dubai Expo 2020 to re-energize research, innovation and collaboration
across the site, and truly resonating the core principles of our bid theme and sub themes.
"Every element of the master plan has been designed with due consideration to its after-life
and with a defined strategy for re-use, striking a balance between long-term requirements for
the city as well as the six months of Expo operations." Friday's presentation is the third of
five opportunities the UAE will have to formally support its bid to the BIE in the lead up to
the November 2013 selection of the host nation for the Expo.
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Figure 1.1 Dubai EXPO 2020
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Figure 1.2 Dubais Location being a Centre to All Other Countries
Figure 1.3 Site Area Information
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Task 01
1.1 The Communication Process that Applies to Advertising and Promotion
Marketing communication or promotion is one of the elements of the marketing mix and is
responsible for putting the marketing offer to the target market. It is the planned and
integrated communication activity that communicates with an organisations stakeholders
(Fill & Jamieson 2006)
In other words, marketing communication is considered as one of the four components in the
marketing mix which can be simply described as interrelated promotional messages delivered
using different types of media, such as, television, direct mail, newspapers or personal
selling. The main aim of studying this is to have a positive impact on the buying behaviour of
a customer.
Product Place
Marketing Mix
Price Promotion
Figure 1.4- Marketing Mix
The promotion component can be subdivided into another set of components, which are
different types of tools used in marketing communication such as, advertising, public
relations, internet marketing etc. As a whole, it is known as the Promotional Mix. (Ehmke et
al. 2012)
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Figure 1.5 Promotional Mix
There are several theories put forward such as Lasswells Theory, where the model
concentrates mainly on answering five recognized questions and Kotlers Model where it
focuses on a sender-receiver model of the communication process.
Figure 1.6 - Lasswells Theory
Figure 1.7 - Kotlers Model
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In the latter model, the model can be categorised into three main components, as Parties
which consists of Sender and the Receiver, Communication Tools which consists of Message
and Media, and Communication functions which include Encoding, Decoding, Response and
Feedback. An element which does not fit into any of the above is Noise which is defined as
the factors which avoid the receiving of the intended message by the receiver as expected by
the sender, also known as Communication Dysfunction. (Kotler 2011)
In here, the sender sends a message to the receiver through an encoding process which
encloses the ways by which a meaning is given in symbolic form such as words, sounds,
pictures. Then the media is used as the communicative method through which the message is
sent to the receiver from the sender. After that, the receiver decodes the message into a form
which is understandable to him/her and finally receiver will respond. Once done, the receiver
will send a feedback back to the sender on whether it has successfully received or not. (Kotler
2011) Noise may have an effect that would deviate the message which was expected to be
given by the sender when it reaches to the receiver.
According to Kotlers Model, the process of communication can be applied to the event of
Expo 2020 as follows. The sender, in other words, the UAE Officials in the organizing
committee must first carefully identify their target group and carry out segmentation. With
related to this event, even though it is considered as a cultural and business exhibition, it is
expected the event to have a positive economic influence in the country. Therefore, it is
identified, that more concern and attention should be given in making business professionals
to participate in the event, recognized as the most important target group.
Once identified, a unique, consistent message must be chosen to be depicted in audio and
visual to attract the selected target group. According to the given event, it is chosen as
Connecting Minds, Creating the Future. After that, according to the target group, a medium
should be chosen which is popular and commonly used among business professionals. After
the message is sent to the target group, their responses and feedback should be taken, in order
to analyse whether the communication has been effectively reached the target audience or
any changes are needed to be made. This can be carried out by periodical assessment or
longitudinal studies or by empirical testing.
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During the process of encoding and decoding, distortions may occur which would result in
the wrong interpretation of the message, so it is important to have selective attention, which
should be gained by designing the message in a way that would keep the attention despite the
surrounding distractions. Therefore, carrying out the message from the short term memory to
long term memory, the message can modify the receivers attitude. A broader analysis of this
is carried out in the forthcoming sections.
1.2 & 1.3 Advertising and Promotions Industry and Regulation of

Promotional Activities
Advertising and Promotion industry can be considered as one of the most growing industries
with consistent change and development. There are many advertising agencies which reaches
the customers through different media such as newspapers, television, social media etc.
However depending on the product or service and the target market the use of suitable
communication channel is important. ( Belch & Belch 2003)
For example, with regard to the event, it was said that the UAE government wishes to invest
6.46 billion for the event, with 2.71 of total investment being reserved for advertising and
promotion of the event.
The organization of advertising and promotion industry has a complex structure, which
provides specialist services in creating an effective solution in advertising. The industry can
be categorised into four distinct components as follows.
Advertising agencies
Client Companies and Advertisers
Media Suppliers
Suppliers of the promotional material
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Advertising agencies These provide a wide range of services in both promotional and
marketing areas. Their activities are as follows.
Campaign planning
Designing creative solutions
Buying and scheduling media
Buying and integrating other promotional materials
Administering and accounting for the process
Campaign implementation
Monitoring and evaluating the process
There are different types of agencies which carry out their procedure in different
methods.
In-House
Full Service Agnecy

AGENCIES
Creative Hot Shops
Media Independents
A la Carte
Figure 1.8 Different types of agencies
In- House : Handling advertising by a potential advertiser with a good

expertise in the subject
Full Service Agency: Provides advertising services which may include
creative work, media planning, or production.
Creative hot shops: Agencies specialised in creative ideas and solutions.
Media Independents : Agencies specialised in planning and buying media.
A la Carte: Picking services from different providers.
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Client Companies and Advertisers This includes manufacturers and service firms,
government, trade resellers, social and non-profit organizations. The role mainly consist of
Identification of the target market

Identification of the distribution and supply chain which is most effective in reaching
the target market
Brand positioning in the market
Describing the long and short term objectives for the brand
Describing the brand value
Media Suppliers Supply media required advertising and promotion through TV, Radio
broadcast, printed material such as magazine, newspaper, direct mail, through internet such as
interactive media, social media, iPod and other supporting media such as directories,
sponsorships.
Suppliers of the promotional material This include external facilitators such as

consultation, production facilities and software firms.
With regard to how promotions are regulated and the need for it, it can be said that depending
upon the impact and the likely risk of promoting a product or a service, the regulations of
promotional activities may vary. If the promotions tend to show high risk factors, such
promotions may review and the firm may immediately change the content for future
advertising. Legal enforcement activities are also a good method of regulating promotions,
which will prevent the release of misleading messages, offensive messages and
misinterpretation of the messages.
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1.4 Impact of ICT in Current Trends of Advertising and Promotions
The current trend in advertising and promotion is mainly based on media where most of the
advertising and promotional activities are based upon two objectives; one is to gain new
customers and two, to increase your existing customer database while maintaining the loyalty
of the old customers. Most companies have used ICT as a strong tool in approaching the
target market through various digital marketing methods such as social media events, video
advertisement. With the current competition in the business world, it is almost impossible to
make a move in marketing without the aid of Information and Communication Technology.
Promotions through internet and social media can be considered as the most upcoming trend
of marketing, where the customers are able to directly access the official site or get to know
about it through promotions implanted in other linked sites or social networks. This helps
customers to immediately get to know about available products, newly introduced services or
items and to know about offers and up-dates.
For example, social networks such as Facebook, Twitter allows to create pages in their
networks for businesses to present their service or product. And also, it allows advertisements
on Home Pages and promotes advertisements through app-purchases, games and other
activities. With millions of users in social network databases, it creates a perfect pool for
advertising and promotion not just by placing advertisements on pages, but even letting the
users themselves to Like and Share the advertised posts, which automatically expands
the extent of the target market who views it. Therefore, advertising through social media
can be regarded as one of the most effective method in promoting the EXPO 2020, in a
global scale with a more cost effective method.
Video advertisements are another method of advertising, where small video clips are created
and put on social networks where they are eventually shared by the social media users.
Mobile advertising and QR codes can be considered as other new trends implemented by ICT
where immediate information regarding the product or service can be obtained.
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M1 /D1 Suggested Advertising and Promotion Plan for the Event
Key Duties of Advertising and Promotions
The main function is to attract the right audience of participants, visitors, global partners and
sponsors with the aim of;
Promoting the EXPO value and the theme

Promoting UAE values to help the UAE government to build up a grandeur image and
a value
Using the devised strategies and execution plans to different nations and target groups
Providing maximum awareness on a global scale to attract a recorded number of
participants and visitors.
Figure 1.9 Dubai EXPO Objectives
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Target Audience
The target audience is mainly the high end businessmen and brands, however, more towards a
combination of the following, both domestic and overseas. The objectives for each category
are mentioned below.
Participants
- To attract more international participants for the event and encouraging cooperation
between them
- To help creating a togetherness towards a common goal through sound
communication
- To promote high quality educational consultancies and presentation
Visitors
- To improve awareness on Expo 2020, both nationally and internationally
- To develop interest and intention on visiting the even both domestically and
overseas
-To increase engagement and following flexible communication plans targeting the
needs and the type of audience
Companies and brands

- To attract national and international companies or investments
- To support in developing services for sponsors and partners
- To develop various advertising and marketing strategies for sponsors and partners
Media
- To increase media coverage both national and global wise
- To plan a strategically efficacious international media campaign
- To provide a transparent communication service for media
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Strategy
Now that the target market and the audience have been recognized, a clear message of the
event should be delivered to the target market and audience to gain maximum attention and
benefit. Based on the above requirements, the strategy to be used can be based upon Phased
Approach and Messaging, moving along with the Integrated Communication Strategy.
Implementation of communication objectives must be integrated with the marketing
communication strategies which are to be used in the event.
Phased Approach
Depending on the different regions and the verity of target audience, a collection of different
phases is introduced.
1st Phase Objective : To improve awareness
2nd Phase Objective : To raise the interest of the target audience
3rd Phase Objective : To invite participants
4th Phase Objective : To establish the image
5th Phase Objective : To establish continuity
The following table provides different methods of communication theme which can be used
in each phase aligning with the objectives.
Phase 1 2 3 4 5
Improve Raise Call Reinforce Establish

Objective
Awareness Interest Participants Image Continuity
Organization
Participants Information Recruitment Operations Post-Expo
and Servicing
Visitors Information Education Attracting Attendance Evaluation

Companies/
Information Recruitment Services Services Evaluation
Brands
Setting up
Media Information Media Center Services Evaluation
Network
Table 1.1 Communication themes to be used in each phase
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Message
The created message should be clear and simple enough to be grasped by the minds of the
audience and should be delivered effectively through all the potential layers. This can be
considered as the final step and the most important step of the marketing communication
strategy which goes in hand with the advertising and promotion.
EXPO 2020 goes under the theme of Connecting Minds, Creating the Future, which must
be the core message that should be involved in the communication and promotions plan. The
message must be in a way, such that it can be adapted according to the different phases,
audience and the multifaceted nature of the event, in order to understand the core objective of
the event.
Components of the Message
The Objectiives of EXPO 2020
The Vision of the Event
The Concerns if UAE shared by the

International omminuity
The Values of UAE, Culture and

Country
The Values of World EXPO events
Figure 1.10 Components of the Message
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Integrated Marketing Communication Strategy
EXPO 2020 being a large-scale global event, it will not be enough to use only a single
communication and marketing method to deliver the message worldwide. Therefore, it is
recommended to use an integration of all communication and marketing strategies together to
promote the message and the brand. However, it is vital that, all advertising and promotions
plans promote a consistent message with consistent visuals under a one identity everywhere
in the world.
Accordingly, it can be suggested in order to have an effective promotion, integrating multi-

layered and multi-pathed communication channels is the best method of delivering the
message throughout the world to reach every type of target audience and market.
Following outlines the four basic categories of the different promotion channels which can be
used in the above event, with different features and advantages according to each component.
Media Relations
The communication and promotion from this method relies on advertising placement, special
columns in newspapers, media reports and other methods to deliver the message in a broad
manner. Media forms may include TV advertisements, Radio, Newspapers and magazines,
Internet and social media and other new digital media.
Public Relations
The other national and international events can be used as a platform to promote EXPO 2020,
which may include, other EXPO events, cultural and other entertainment activities, sports
events, industry activities, famous international forums, conferences, holiday festivals, so on
and so forth.
Other Activities
The organization committee can organize other such activities directly or incorporated with
the others such as forums, tourism promotions, cultural shows, entertainment shows, touring
road shows, celebrity promotions etc and held a couple of special and specific events
highlighting the EXPO promotions as it goes.
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Production
This includes delivering the message through different kinds of information material.
Companies/
Brands/
Content Participants Visitors Sponsors Media
EXPO Magazine, News EXPO Magazine, EXPO Magazine,
Media
EXPO Magazine & Articles, Business Business Event Updates,
Information
Magazines Magazines News & Articles
Sponsor
Handbook, EXPO Brochure,
EXPO Brochure, EXPO Poster, EXPO
Newspaper, EXPO Poster,
Print Flyer, Sponsor Magazine Ads,
Magazine Ads, All Business
Handbook Newspaper
types of Magazines
promotion ads
Advertisements,
Advertisements, Advertisements,
Advertisements, EXPO
Audio / Video Ticket Promotion Ads, EXPO
Documentary Documentary,
EXPOS Documentary Documentary
Commercial Ads
Event updates,
Working EXPO Updates,
Internet Internet Chat Rooms
Progress Web Ads, Event Updates,
/Social & Forums, Web pages,
Information, Information Web Ads
Network Social Media Pages,
Web Ads Service
Web Ads
Radio Ads, Books, Radio Ads, Books,
Others Books, Souvenir Books, Souvenirs
Souvenirs Souvenirs
Table 1.2 Information Material to be used according to Different Target Audience
Considering all the potential factors such as the target market, estimated budget for the event
and for advertising and promotions, consumer behaviour, it was best that the Integrated
Marketing Communication strategy to be used which adheres to all the above requirements.
However, the author would suggest a method which weighs more towards Digital
Marketing. With the countrys economy and technological background, with the estimated
amount to invest on advertising, UAE has a good potential to expedite a campaign in digital
advertising.
Digital marketing can be done using TV, Radio advertisements, Social media, direct mail
systems, and through media conferences regarding the event. Clearly, the impact of digital
marketing and social media is quite significant in the consumer behaviour, how businesses
are being handled and how we behave socially.
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EXPO 2020 being a global scale event, and their priority being laid upon attracting
international crowd, the best way to approach a large target audience in a vast area is to use a
digital marketing strategy.
On the other hand, through online marketing it helps in reducing the cost which can
potentially be used to replace the costly advertising methods. This can also help in
developing the brand through the official website with quality content focusing the needs and
adding more value to the target audience.
Other methods of digital marketing methods include, Online PR, Affiliate Marketing, Mobile
and Apps, Media Ad planning, online articles, Search engine optimization, Landing pages,
Tracking, Email and eNews Letters, Display advertising and Online video viral. For example,
they had already launched a Logo Competition to select the best logo for the EXPO 2020,
which runs under the theme Connecting Minds, Creating a Future which has succeeded
with more than 18000 participants submitting their designs online.
Also, Dubai being a destiny for millions of tourist attractions and a commercial centre for
business, they can use billboard advertising. It was estimated that there are around 40 million
foreigners visiting the city every year for different purposes, which makes it a strong reason
to promote both tourism and the event. Moreover, unlike other Muslim countries, Dubai has
lower restrictions for cultural barriers and anyone is given the opportunity to promote their
products. Therefore, the author highly recommends using more digital marketing advertising
for the event, so that the message can be passed at a global scale, with a low cost, lesser time,
but high effectiveness.
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Task 02
2.1 Role of Advertising in an Integrated Promotional Strategy
Advertising is a main component of marketing communication which has an integral role in

integrated promotional strategy. It is considered as a vital tool in promotions related to mass
media communication in which different types of ads may serve different purposes. This
method mostly uses, radio, TV, newspapers, Websites etc as tools to reach consumers. The
benefit of this method is that it can reach a large scale of target audience than any other
method available. There are different roles played by the Advertising in a certain product or
service promotion which is classified in to four sections as below.
Marketing role - This addresses the requirement of general audience/ customers. It mainly
focuses on the customer satisfaction in order to meet their requirements. The marketing role
is specifically focused upon the requirement of specific group or target market.
Communication role Here, it mainly focuses on mass communication needs the ads will
be able to fulfil. This is believed to a method to inform the potential customers regarding
the product/ service information in which they intend to receive.
Economic role This is mainly focused on dealing with the advertisers objectives of
generating more awareness and so to obtain monetary profits through advertisements.
Societal role It helps in creating a trend within a society generating a distinctive impact on
social norms.
Considered above, with related to the event, the main objective of advertising is to create
awareness, attract participants and visitors to the event. As repeatedly mentioned, EXPO
2020 wishes to attract both national and international audience and one of the best methods to
reach every nook and corner to deliver the message is advertising. And especially if the event
is being sponsored by, which is the case in EXPO 2020, advertising plays an important role
with regard to sponsors expectations. The aim of the sponsor is to gain as much exposure as
available to promote their brand name and logo. Therefore, through international event
advertising, the sponsors know they can reach a better target market by sponsoring this event
which helps in gaining more sponsorship to the event.
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2.2 Branding and its Usage in Strengthening Dubais Bid for the Event
Branding is defined as the attribute of a product/ service which creates and bond and a loyalty
between the company and the consumers. It is usually represented through a logo, image or a
slogan. The main aim of branding is to create differentiation of the product/ service of a
company compared with the rest of the products/services available in the market. This more
or less used as a tool to create a market reputation of the company. With the differentiated
product/ services provided by the company under their brand name, it provides a significant
competitive advantage for the company while winning the loyalty of the customers and
strengthening their relationship with the consumers.
With related to the event, it is obvious, that branding acts as an inevitable factor in the
advertising and promotion process of the event. In here, the event goes under the brand name
EXPO 2020 Dubai and their main expectation is to build a strong relationship between
businesses and between businesses and customers. In creating a strong brand name and an
image, it is first need to identify the objectives of the event.
It is needed to understand that the background of this event lies not in a national scale, but in
an international scale. Therefore, the brand name and image should be such that, it addresses
the world-wide nations while adding a sense of Arabian touch. Here, they have already
created a brand name which precisely states what the event is about and its significance in
this time and also created a slogan, Connecting Minds, Creating a Future, which skilfully
interlay the purpose of the event. The logo has also been made in order to go along with the
slogan, which depicts an inter-connection of lines representing Connecting Minds which
has ultimately created a single enclosed design representing the global togetherness towards
Creating a Future.
The more, the integration of the brand name, slogan and the brand logo is consistently used
delivering one single message, the more it is able to establish the branding of the event in the
hearts of the audience.
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2.3 Creative Aspects of Advertising for the Event
With the UAE governments huge investment done towards attracting visitors to the event,
they have already spent billions in carrying out their marketing plan creatively with the aid of
technology.
Figure 2.1 Dubai EXPO 2020 Feedback
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Mr. Helal Saeed Almarri has stated that We are continually assessing cutting edge ICT
innovations that allow us to extend the experience of an Expo beyond the insides of any
single pavilion, across the entire site, delivering unique educational and entertainment
experiences built around the core sub-themes,. UAE being a country with high technology
than its competitors paved their way towards winning the bid through their rich advertising
and promotional campaign implemented before the nominations. They made social media,
such as Facebook, Twitter, Google +, Youtube and Myspace, a powerful marketing tool to
advertise their event in promoting it to a mass audience.
Also, for domestic advertising, it was said that the UAE-wide community campaign has
launched an event in order familiarise the public with the EXPO 2020 by educating them
through various interactive initiatives regarding the history and the importance of the event.
Figure 2.2 EXPO 2020 Official Website
The more the people are aware of the importance, the more it is easy to expand the audience.
Also, it was said that it included interactive art showcases which consisted of 21 sculptures
created by international artists that will be displayed across the UAE. These sculptures have
been inspired by the subthemes of the EXPO, opportunity, mobility and sustainability where
it enables the visitors to learn more about the themes and the impact of the EXPOs.
Moreover, public were given the freedom to express their thoughts through social media
networks going under the hash tag #expo2020. Also, tradeshows were conducted, where there
were two travelling Road Show zones which toured all seven emirates which enables visitors
to use interactive screens with motion-controlled sensors to create aware of the event and the
benefit of the event to the community.
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Figure 2.3 Promotion through SEO and Social Media
Figure 2.3 Promotional Advertisements
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Figure 2.4 Integration with Social Media: Facebook
2.4 Dealing with Advertising Agencies
When dealing with advertising agencies it is important to keep certain factors in mind so as to
make sure the advertising agencies in such a level to understand the requirements and to
creatively deliver the message to the audience. For that, it is important to have a thorough
knowledge of the service provided, market segmentation and target market, financial
allocation and the message and theme the advertisement should be based upon. While some
companies depend on external advertising agencies, most multinational companies tend to
have their own department. Whichever the way, the core is to understand the business
purpose of advertising, where the company needs to specifically mention their requirements
to the agency. To operate smoothly and build effective relationship with advertising agencies,
it is identified there four fundamental concepts to adhered to.
Setting the Goal : The company must ensure the advertising agency is well aware of the
companys objective of promoting a service/ product. Making this very clear, helps the
advertising agencies to organize their strategy with full capacity and to make sure the right
message is given to the audience as needed by the organization.
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Budget : It should be understood that advertising is only a part of marketing, but not the
whole. Therefore, it is required to specifically outline the budget reserved for the advertising
purpose and make sure the advertisement costs lies within the range with maximum
effectiveness.
Keeping in Touch: It is also necessary to keep in touch with the advertising agencies, so as
to make sure your advertising plan is making move in the right direction and also the
advertisement are delivered on time. Communication always makes sure that both parties are
aware on the current situation, so even if any amendments needed, it will not have to wait till
the end.
Establishing Timelines : Both parties should come to a good planning strategy on how they
are going to allocate time for different phases in advertising. As like everything else, constant
reviews and changes are possible to be made.
2.5 & 2.6 Most Effective Method to Conduct the Event EXPO 2020
With regard to all the details in the previous chapters taken together, the following decisions
of the most effective method to conduct the event can be made.
The best method to be followed in advertising and promotion aspect of conducting the event,
is doubtlessly Integrated Marketing Communication strategy. The current trend towards IMC
can be stated as one of the most significant developments made in the marketing industry and
is still improving as we move forward. One of the key reasons to adopt this method is, the
value of integrating many communication methods have a more powerful effect than having
different communication methods operate autonomously. Through this, the organizers of the
event can coordinate their marketing efforts avoiding duplication while making the best of
the synergy among promotional tools and develop more effective marketing concepts.
As a global addressing event, IMC also reflects an adaptation to changing environments with
respect to the audience, technology and media, coping up with changes that prevail with
respect to demographics, lifestyle, and the usage of media. For example, the event being
focussed mainly on high end audience, the usage of World Wide Web is a perfect method to
Batch 07 Page | 29
reach the target market as Internet revolution has brought about a rapid growth in the
audience. And also, compared with traditional methods of advertising, it is inarguably cost
effective while reaching a mass audience with a single click.
Most importantly, one of the main objectives of the event is to promote the branding. The
role of IMC in branding is inevitable as it plays a key role in developing and sustaining both
the brand identity and equity. Choosing the right mixture of tools for IMC needs a good
understanding about the event and tis objectives. In the promotional mix, there are certain
tools to be used in IMC such as Advertising, Direct marketing, Interactive marketing, Sales
promotion, PR and personal selling. However, with regard to the above event, the best
methods would be Advertising, direct marketing, internet marketing, and Public relations.
Therefore, it can be concluded that IMC is considered to be the best method with putting
more weight towards digital marketing communication in the advertising and promotion
process.
Figure 2.5 Digital Marketing in Integrated Marketing Communication
Batch 07 Page | 30
Task 03
3.1 Primary Techniques of Below-the-Line Promotion
Below the line promotion can be defined as communication that does not involve media in
advertising and promotion process, which plays an equally important role in the marketing
communication mix.
Press Conference : The government and the committee has already paid their attention on
holding press conferences and releasing the latest updates with the public through this
method. It was one of the most influential factors which contributed in winning the bid as
well (Lambin & Chumpitaz 2001).
Sponsorship & Charity : This can be used to promote the brand to gain recognition with
regard to the event. Usually, the companies provide sponsorship mainly focusing on possible
target groups which can benefits the company objectives. There can be local, national or
international sponsorship methods available to use according to the requirement of promotion
(Lambin & Chumpitaz 2001).
The EXPO 2020 committee has already sponsored several events such as acting as the co-
sponsor of the Formula 1 Motor race and donating aids to African continent. The main
objective of sponsorship is to increase the awareness of the event, to reach and expand target
markets, to build relationship with the audience and to establish the image of the event among
the public (Lambin & Chumpitaz 2001).
Price Discounts : If there are any tickets or products being sold at the event, it can promote
price discounts for a certain period to spread the message among the audience. Also, even
though, this may not be directly related to the event, the UAE government can promote price
reduction techniques for international visitors who travel by flights to attend the event. This
method of travel discounts can be used in their own airways such as Emirates to create a
more friendly attraction towards the event. This could be done through coupons and rebates
(Lambin & Chumpitaz 2001).
Public Relations : The key point of public relations is to make a favourable image about the
event and its services. Tools such as News updates, speaking engagements and programs
initiated aligned to community services can be used in promoting this. The objective of such
public relations can be stated as to reduce the gap between the organization and the audience.
Batch 07 Page | 31
3.2 Other Techniques Used in Below-the- Line Promotion and Advantages

of it
Below- the-Line advertising follows a direct marketing communication which may include
further techniques such as handbills, brochures, stickers, road shows, direct mail and banners.
Direct Mail : This is an effective means of advertising where such campaigns should be
professionally designed where the company may get help through copywriters to create
attractive and compelling messages to raise the interest of the customers. The cost may vary
depending on the customer base, however compared with other above-the-line techniques
proves to be more cost effective.
Event Organizing : The organization committee can organize other such activities directly or
incorporated with the others such as forums, tourism promotions, cultural shows,
entertainment shows, celebrity promotions etc and held a couple of special and specific
events highlighting the EXPO promotions as it goes.
Road shows : This is another method of promoting the event through Below-the-line
technique which can be used within the country to educate people and make aware of the
importance of the event to uplift the community standards.
Below the line promotions provides a high feedback rate and easy to monitor while
managing the budget. Also, this can cover a majority of target audience as it provides a
broader view about the event.
Batch 07 Page | 32
Task 04
4.1 Appropriate Process for the Formulation of a Budget for an Integrated

Promotional Strategy
It is an integral part in every organization to formulate a budget for integrated promotional

strategy to make sure financial resources are utilized in the best possible and effective ways
for advertising and promotions. Promotional budgets should be designed in a certain way
following a particular process to create an appropriate budget for the marketing situation. The
process can be outlined as follows;
Select Objectives and Define Goals

1
Gather Information regarding Possible Financial Sources

2 and Determine the Allocation
Determine Possible Future Challenges with Past

3 Considerations
Implement according to the Devised Plan

4
Evaluate and Control the Budget

5
Figure 4.1 Process of Budget Formulation
As mentioned in the beginning, the government has allocated 2.71 billion for the integrated
promotional strategy for the event, where it can be suggested an Objectives and Task method
for formulating the budget for the event.
As mentioned in the above diagram, the organizers should determine its financial, non-
financial objectives and any other objectives they are hoping to achieve through the event
EXPO 2020. With objectives being planned and the mission being set, it helps to allocate the
budget according to each promotion method.
Batch 07 Page | 33
4.2 Development of a Promotional Plan for the Event
This LO has already been explained in the previous chapter under the heading M1 /D1
Suggested Advertising and Promotion Plan for the Event
4.3 Integration of Promotional Techniques into the Promotional Strategy

for the Future Event
When introducing a promotional plan, there are certain aspects to consider as below.
The First Impression: From the very first step the promotions should make an interesting
image for the event to win the minds of the customers. These can usually be done by count
down of days in media advertising and social networks (Navarathnam 2013).
Picture the Look: The image of the dawn of the event should look very exciting and lucrative
to catch peoples attention.
Prepare the necessary media material : The committee should start distributing and delivering
messages using suitable promotional strategies that can be adopted to promote the event.
Other Promotional Techniques : Additional promotional methods should be used such as

catalogues, short takes on websites, event site.
Monitor the Plan : While the above steps are being carried out, it is essential to monitor the
promotional plan and getting constant feedbacks to make sure the plan is moving smoothly
towards the right direction
4.4 Techniques for Measuring Campaign Effectiveness
All businesses need to manage their advertising expenses, while delivering the right messages
in publics mind that would attract the possible and prospective customers. It is always
advisable to prepares few ads and test them before being released to the public.
Batch 07 Page | 34
The feedback helps in adjusting any negative perceptions among the crowd and developing a
suitable advertising method accordingly. However, as pre-campaign mechanisms, it is
equally important to have post-campaign strategies to measure the effectiveness of the
promotion campaign. With regard to EXPO 2020, following methods can be used to measure
the advertising and promotion campaign effectiveness.
Inquiries: By the number of inquiries received during the campaign period it is possible to
measure the effectiveness of the promotional campaign. For example, it is possible to ask the
source of the inquiry, how they heard about the event, or can put up a specific question on the
on the customer inquiry form of the website itself. Also, the online ads clicked to get into the
website can be traced with the help of the online ad vendor. (Navarathnam 2013).
Circulation: This is a method of adding circulation figures where the online ads are placed.
Thought this cannot be used as a strong method in measuring the effectiveness, it provides a
rough idea on the potential views. These circulation figures are available from almost all
media sources. (Navarathnam 2013).
Internet: Another method is to use the interactive internet advertising for impression
measurements that include online ad clicks and unique visitor measurements.
Figure 4.2 The Process of Evaluating Campaign Effectiveness
Batch 07 Page | 35
CONCLUSION
Dubai being one of the advanced commercial cities, tourist destination and a business hub in
the world, it makes a perfect location within the UAE for the event. Also, even if it is an
Arabic country, compared with the rest of the regions in the Middle East, the location has
very less complaints of cultural barriers. This makes it more suitable as a place for the
international crowd than otherwise.
With the growing technology and advanced Information and Communication Technology
used by them, it makes it quite easy to promote their event without much trouble. This is vital
as they have to communicate the message and promote the event in a global scale. Therefore,
an Integrated Communication Marketing Strategy is suggested so that it can equally works
well in communication both domestic and overseas. However, as more international crowd is
expected, it is advisable to use more digital marketing communication.
To cope up with the visiting crowd, the government must take necessary steps towards
expanding the aviation sector providing facilities for a comfortable and yet a speedy journey
for the expected 35 million visitors by both sea and air. Also, UAE government should pay
their attention towards accommodation facilities which should be provided for the visitors in
a way they can quickly approach the event hosting grounds. With all facilities coming
together, it is of equal importance that all other facilities such as medical, airport facilities
too, gets integrated with the main facilities.
Batch 07 Page | 36
REFERENCE
EXPO 2020 Dubai Official Website - https://expo2020dubai.ae/en/
Fill, C. & Jamieson, B., 2006, Marketing Communications, Edinburgh Business

School Heriot-Watt University Edinburgh EH14 4AS, United Kingdom
Ehmke,C., Fulton, J.,& Lusk, J., 2012, Marketings Four Ps: First Steps for New
Entrepreneurs, viewed on 03rd December 2015 from
www.agecon.purdue.edu/planner
Kotler, P., 2011, Marketing Management - Millenium Edition, viewed on 03rd

December 2015, from dl.ueb.edu.vn/.../1/Marketing_Management_-
_Millenium_Edition.pdf
Belch, G. E. & Belch M. A., 2003, Advertising and Promotions on Integrated

Marketing Communication Perspective, Mc Graw Hill Publications
Lambin, J. & Chumpitaz, R., 2001, Market-Orientation and Corporate Performance,

viewed on 06th December 2015 from
http://symphonya.unimib.it/article/view/2001.2.03lambin.chumpitaz/8701
Navaratnam, K., 2013, Marketing Intelligence, Raj Publishers, Chennai
Batch 07 Page | 37

Advertising and Promotions

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BTEC HND DIPLOMA IN BUSINESS LEVEL 5

1.1 The Communication Process that Applies to Advertising and Promotion 09

2.1 Role of Advertising in an Integrated Promotional Strategy ..23

3.1 Primary Techniques of Below-the-Line Promotion ......31

Figures and Tables

Figure 1.1 Dubai EXPO 2020 ..07

Table 1.1 Communication themes to be used in each phase 18

The following report provides an understanding about the scope of marketing

LO1 Understand the scope of marketing communications

LO2 Understand the role and importance of advertising

LO3 Understand below-the-line techniques and how they are used

LO4 Be able to plan integrated promotional strategies

Connecting Minds, Creating the Future

Figure 1.1 Dubai EXPO 2020

Figure 1.2 Dubais Location being a Centre to All Other Countries

Figure 1.3 Site Area Information

1.1 The Communication Process that Applies to Advertising and Promotion

Figure 1.4- Marketing Mix

Figure 1.5 Promotional Mix

Figure 1.6 - Lasswells Theory

Figure 1.7 - Kotlers Model

1.2 & 1.3 Advertising and Promotions Industry and Regulation of

Full Service Agnecy

Creative Hot Shops

Figure 1.8 Different types of agencies

In- House : Handling advertising by a potential advertiser with a good

Identification of the target market

Suppliers of the promotional material This include external facilitators such as

1.4 Impact of ICT in Current Trends of Advertising and Promotions

M1 /D1 Suggested Advertising and Promotion Plan for the Event

Key Duties of Advertising and Promotions

Promoting the EXPO value and the theme

Figure 1.9 Dubai EXPO Objectives

Companies and brands

1st Phase Objective : To improve awareness

2nd Phase Objective : To raise the interest of the target audience

3rd Phase Objective : To invite participants

4th Phase Objective : To establish the image

5th Phase Objective : To establish continuity

Improve Raise Call Reinforce Establish

Visitors Information Education Attracting Attendance Evaluation

Table 1.1 Communication themes to be used in each phase

Components of the Message

The Objectiives of EXPO 2020

The Vision of the Event

The Concerns if UAE shared by the

The Values of UAE, Culture and

The Values of World EXPO events

Figure 1.10 Components of the Message

Integrated Marketing Communication Strategy

Accordingly, it can be suggested in order to have an effective promotion, integrating multi-

Table 1.2 Information Material to be used according to Different Target Audience

2.1 Role of Advertising in an Integrated Promotional Strategy

Advertising is a main component of marketing communication which has an integral role in

2.3 Creative Aspects of Advertising for the Event

Figure 2.1 Dubai EXPO 2020 Feedback

Figure 2.2 EXPO 2020 Official Website

Figure 2.3 Promotion through SEO and Social Media

Figure 2.3 Promotional Advertisements

Figure 2.4 Integration with Social Media: Facebook

2.4 Dealing with Advertising Agencies

Figure 2.5 Digital Marketing in Integrated Marketing Communication

3.1 Primary Techniques of Below-the-Line Promotion