Advertising and Promotion- the Pills Case Study

Advertising and Promotion- the Pills - Case Study Example Beats by Dre has used this mass communication to reach out to large target customers (Ansell, Harrison and Archibald, 2007, pp. 394-400). Beats by Dre has used Television to deliver its message through its advertisement. The communication process used by Beats by Dre to communicate the Pills campaign will be explained below. Sender Through the pills campaign Beats by Dre wants to send the message that users should destroy the use of cheap generic headphone and instead use their portable wireless speakers. Encoding Through this process Beats by Dre wants to give a sense that their wireless speakers are much more improved as compared to old generic headphones. Though they are small in size it is much louder (Bitner, M. J., Brown, S. W. and Meuter, M. L. 2000, pp. 138-141). Feedback The last process in the communication process is the receiver’s response to the message sent by the source. The Pills campaign resulted in positive feedback from the customers. Answer 1.2 The UK commu nicating industry has a lot of channels through which the messages flow. The traditional form of marketing channel consists of medium, agencies, media and production units. The media is the essential component which serves as the medium through which the campaign runs. There are many forms of media like print media, television media, social media etc. Majority of the companies now uses social media and television media as their medium of communication since it involves considerably lower cost and can be done at a cheaper rate (Botschen, Thelen and Pieters, 1997, pp. 38-42). They are using the social media to drive their advertising. There are many agencies which help in the production process like the pills campaign have been done by R/GA’s London and LA offices. Their job is creating and planning the advertising for their clients. It is an independent company which helps in the efforts of the clients in selling their products or services. They can also handle the whole marke ting and branding strategies of the clients. There are many types of ad agencies in UK consisting of specialized agencies, full service agencies, Interactive agencies etc. There are separate media and production units which creates the advertisement on the basis of concept given by the company. After the production process, they hand over the media content to the ad agencies that can get with the marketing and branding aspects of it (Boulding, Staelin, Ehret and Johnston, 2005, pp. 155-159). Answer 1.3 There are many self-regulatory systems in UK like Advertising Standards Authority (ASA) and Committee of Advertising Practice (CAP). They adjudicate the complaints which they receive and its awards are published widely in the media. It is recognised as established means of protecting the consumers in non-broadcast marketing. There is legal regulation which opposes the unfair competition in the sales promotion activities in UK (Brangule-Vlagsma, Pieters and Wedel, 2002, pp. 267-270). T here are a variety of legal provisions on this. These are Consumer protection legislation, Contract law, Copyright and passing off, Lotteries an Amusement Act. Copyright infringement is not uncommon in the marketing activity. There are number cases like Liverpool daily post and Express Newspaper plc where it was a case of copyright infringement. In case of absence unfair competition, the law of passing off assist the companies in protecting their sales promotion activities against ambush marketing by its competitors (Carson and Coviello, 1996, pp. 51-54). Answer 1.4 Media fragmentation is