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The aim of this Graduation Project is to enable students to apply their knowledge and expertise in advertising under the supervision of their instructor. Students will be asked to integrate and synthesize all advertising related learning in the form of a research project, or an advertising production and research report.

CLO1: Understand the process of advertising in its technical  and intellectual aspects

CLO2: Comprehend the ingredients  of the advertising process

CLO3: Apply theoretical communication principles on persuasive advertising

CLO4: Understand the central role  of advertising in society

Understanding the Process of Advertising

This report provides an in-depth overview of how innovation can be incorporated into advertising to gain competitive advantages and speed up the overall business growth.  The purpose of the report is to evaluate the innovative advertising techniques, which can be applied to advertising to create a competitive edge for the organizations. It is certain that due to advancementin technology; the marketers are in the rush of incorporatinginnovation into business. In today’s dynamicbusinessenvironment, both large and small size firms are adoptingtechnology into their business operation to speed up the businessprocess and overall growth.Moreover, the technology is associatedwith each aspect of the business. Thereby, it is certain that technological innovation can play a crucial role in advertising as well. Particularly, the small and medium size organizations find it difficult to reach or approach the wide audience through advertising by using conventional method of advertising. Nonetheless, those SMEs find it easy to approach the customers in the remote areas by innovative technology in advertising such as use of social or digital media platforms. Thus, the importance of conducting a research on this context lies in how innovation in advertising can help the organization to enhance their business.

As internet technology is rapidlydeveloping in each nation, the business also find the way to strengthen their worsen situations caused by dynamicbusinesses environment. As put forward by Chua and Banerjee (2013), digital platforms have large impact on adverting. Teece, (2010) conducted a research and found that almost 78% of the respondents have mentioned that they are influenced by theadvertising content that they see on social media tools.  As internet technology has developed, the consumption of digitaldevices such as mobile has increased, which provides the marketers with the opportunity of creating digital content for their products and services. In this context, Ying, (2011) commented that applying technology or using digital platform for advertising of products and services is not the solution of slow business growth.

The marketers have to apply innovation to this existing concept of digital advertising. It is also identified that slice of digital advertising over the overall pie is speeding up with the measurable data of mobile as well as social campaign. As all businesses are applying digital media for their advertising if products; thereby, to remain sustainable in such dynamic and competitivebusinessenvironment, the businesses need to incorporate innovation in their advertising activities. When it comes to innovation in advertising, Mendelová and Zausková, (2015) mentioned that application of technology to advertisingis not the only task that marketers will do as their incorporation of innovation strategy. The marketers will also have to think of the trends or the modern ways that are used to innovate advertising process.

Comprehending the Ingredients of the Advertising Process

Furthermore, it is also observed that the recent age of globalization can also be characterized by a marked shift in operation and expansion of business that could go beyond the traditional boundaries.  In this context, Golovko  and Valentini,  (2011) commented that new media technologies have mainly increased the speed of business operation because thebusiness needs to be conducted at the speed of thought. On the contrary, Chua and Banerjee (2013) mentioned that besides the innovation to the advertising process, the precuts and services have to become globallycompetitive because the increasing number of organizations enter the market with the new products. The growing competition regarding promotion and advertising make it mandatory for the organizations to become creative and active in their advertising techniques to satisfy the demand of consumers from each corner of the globe.

Even though the organizations are rapidly moving towards the digitalizationwith respect to advertising, one significant fact that organization needs to understand is incorporating innovation to the advertising. This means application of technology such as use of digital platform is not the only task that marketers need to do to speed up their business growth and create a competitive edge. The marketers need to think of applying innovation such as application oftrends, culture and current affairs to digital advertising.The marketers have to understand organization in each sector is using digital platforms for advertising as the purpose of creating marketing awareness and creating business differences.  Thus, digitalization in advertising is a mandatory requirement but besides digitalization, the marketers should have to think of applying new ideas and innovative ideas and approaches, which contributes to development of overall business growth and competitive edge.

The aim of the report is incorporate innovation into advertising to create competitive edge and enhance the growth of businesses.

Objectives

  • To evaluate the existing concept of advertising
  • To critically understand the process of innovative advertising in its technical and intellectual aspects
  • To investigate the appropriate elements of innovative advertising

As put forward by Golovko and Valentini,  (2011), advertising is treated as the form of communication activation, which can be information and persuasive in nature. It should use the new media to reason with the consumers to buy products and goods.  It is identified that advertising could be targeted at promoting a new product or service developed to promote existing ones. According to “British Institute of Practitioners in Advertising” advertising must present the most persuasive message to the exact prospects for the products and services at the lowest possible cost. Advertising could be any form of non-personal presentation and promotion of concepts, products and services typically paid for an identified sponsor. It is identified that goods and services are manufactured and produced in accordance with consumers growing as well as changing desire. Hence, goods and service are the competitive tools for the organizations among their competitor. Theorganizationsinvolved in the commercial production of products and service need advertising for many significant reasons. The primary reason is that advertisingis that advertising helps to publicize and promote their products to the mass audience, which eventually helps to enhance sales.  In this context, Casadesus?Masanell  and Zhu  (2013) commented that relying on the nature of the products, advertising could use an appropriate media to receive the message across to consumers.

Applying Theoretical Communication Principles to Advertising

Particularly, for some particular products such as food, soap and soft drink, the broadcast media is primarily chosen. Secondly, theadvertisingcontributes to the reduction distribution costs. This happens becauseadvertising reaches a mass audience, where the expense of personal selling and distribution could be greatly reduced. The organization by using different media advertising message could go beyond the regional as well as the national boundaries.  Today’s dynamic business environment, advertising expose to the internationalmarketthrough internet as well as social networks. Thereby, it is worth mentioning that internet or the digital media platforms play a great role in creating advertising content. Additionally, Golovko  and Valentini,  (2011) mentioned that advertising serves as the tool for competition and to compete with others, organization use creative as well as appealing advertising  to attract consumers s to patronize their brands. Some particular organizations such as Unilever have been seen to be going far inundating the media with their advertisement to make sure that customers’ attention is acquired.

In today’s highly competitive world, it is certain that customers are faced with the wide arrays of products and choices. The marketers should device creative as well as innovative ways of attracting and retaining customers to maintain and increase the brand loyalty. According to von Nordenflycht ( 2011), the survival in this dynamic business world could involve steady patronage by customers. Due to inundating of the market with goods with highly competitive price, customers are very intended to try new elements. Therefore, the organitions now more than ever should devices new ways of surviving in the new market. As put forward by Morais (2010), the creativity remains as the generation of ideas that result in enhancedefficiency or effectiveness of the system. On the other side, Ying, (2011) mentioned that creativity can be described as the production of some valuable or authentic. Creativity must involve new and fresh ideas or plans. It is generally characterized by the use of imagination and expression. When it comes to innovation, Przyby?a et al. (2014) commented that innovation is quite similar to creativity and both these terms creativity and innovation are often confused as the meaning the same thing.  Particularly, Mergel(2012) mentioned that innovation is treated as the implementation of creativity and it could involve adoption or the implementation ofcreative ideas, which turn them to realty. Therefore, it can be mentioned that advertising can die or survive on the creative and innovative communication. In order to be more specific, Mendelová and Zausková, (2015) mentioned that creativity and innovative tasks are usually handled by the creativedepartment of an advertising department. Furthermore, Golovko  and Valentini,  (2011) commented that techniques such humor, trend, surprise should be often used in advertising to make them creative. However, some unexpected elements could be found in the choice of words, media and visuals, which further add up the value of the advertising content.

Understanding the Central Role of Advertising in Society

As put forward by Ying, (2011), an innovative advertising strategy remains as thesuccessful development of a unique concept which helps the organization thrive in a competitive market. On the other side, Przyby?a et al. (2014) conducted a research and mentioned that in order to survive in the time and age, a leading business has to be innovative in its approach to significant business operations. There is a noticeable fact that competition is fierce today than a decade ago.  It is certain that consumer behavior is no longer what it used to be few years ago and now the new technology is shaking up and leading the business world. All large and small business is attempting to leverage this new the developments to maintain and acquire ore customers. Nonetheless, Mendelová and Zausková, (2015) mentioned that marketing has not been left aside, and those who innovate the prices, actually survive in this competitive marketing environment. The followingare some of the significant innovative marketing strategies found in thee researchconducted by Keller and Fay (2012),

Stating the benefits

It is certain that some advertising may go beyond just stating thee name and price of the business or the product but some business could go ahead as well as maintain the product or service features, which good but not enough to accomplish the intended goals. However, Chapain et al., (2010) argued that it does not matter whichmedia, the organizations select, the organizations just need to make sure that they show their potential consumers what is there to obtain from the product or service. For example, if a cell phone is considered, instead of simply mentioning its screen size, processors speed, Camera, and Ram, the organizations need to show the benefits such as the content about the reliability, multi-tasking and great photography.

Appeal to the emotions

As put forward by Ying, (2011) innovative marketing appeal to emotions instead of reasons. This means that ads should compel people not just to share but have one thing in common which is emption. Mergel  (2012) also mentioned that psychology today showing that emotions greatly influence what people buy; this means an emotional response to an ad means that the individual could buy the product.  The author has also mentioned about four fundamental emotions such as sadness, angry surprised, and afraid. The markets can leverage any of these emotions when making the advertising contents for the businesses the product.

Innovation in Advertising

Exceptional Branding

As technology is rapidly developing, it is worth mentioning that online presence could now be a necessity for any serious business. Nonetheless, creating an online content presence does not just end with a perfect profile and description. There could be some ways that people will identify with the brand and this could be applicable to the advertisement as well. The marketers need to tailor the ads to beat some particular colors, imagery and layouts in a way that consumer and prospects could easily identify the brand. Another significant truth is that there are millions of ads online and the increasing numbers re the consequence of innovativepromotional strategies. Thereby, if organizations are not able to set them apart, very few people could actually recognize the brand.

Shannon-Weaver Model

As put forward by Chapain et al., (2010), the marketing communication techniques emerge from the old mathematicalcommunication theory which is published by Shanon and Weaver in 1949. This mathematical communication model has been identified as a transmission framework of communication and it has largely been adopted broadly around the world. Over a long time, this model has been evolved from different process model for communication. This particular framework was establishedto show that communication could consist of many different elements constantlyinteracting with each other. There are seven particular models such as sender, message, receiver, feedback, channels, noise or interference.  Another significant element associatedwiththis model is the communication barrier, which can occur as the challenge as the outcome of misinterpretation of the message.

To create an effective advertising,it is important for advertisers to be aware of how the messages could be met consumers in the market. In this context, Chapain et al., (2010) mentioned that byunderstandingseveral behavioral levels that customers pass through, the advertisers could create a message that could meet all requirements as well as thereby be innovative and effective.

AIDA

As opined by von Nordenflycht ( 2011), AIDA was established by Strong in 1925 and it is behavioral model includes a purpose to ensure that an advertisement increases awareness, simulate interest as well as lead consumers to desire and ultimately actions. This model can be observed as highly persuasive and can be considered to be unconsciously affecting people thinking. AIDA model consists of four different elements Attention, Interest, Desire and Action.

Attention-The marketers need to make sure that the product is attractive enough to lure customers. This should be done by including digital content as the materials of advertising. For example, if business wants to sell a mobile phone, advertising content must include attractive features about the phone such as videos and images designed graphics. This should be published on all popular social media tools such as Facebook, Twitter, and YouTube.

Importance of Innovation in Advertising

Interest- In the previous stage, the attention of the customers is acquired, now their interest in the produt needs to be aroused. For example, the marketers need to publish detailed informationabout the product as the description on the website.

Desire- When the interest about the product is aroused, now the major task of the marketers is to convince the customers by applying strategies to own the products. In this context, Keller and Fay (2012) commented that advertisement or the product itself should create the desire to buy for the customer.

Action –This is the final element of AIDA framework, when the desired of buying the product is aroused, this should be transferred into an action, which is the purchase action.

However, (Eldering et al., 2011) commented that for the contributing to the success of advertisement, it should be designed thereby the consumers passes through all the four phases being equally important. This particular framework indicates that advertising should inject memorable as well as reliable messages that could make customers triggered to act in a particular way. Many scholars consider this model as the strongest advertising but along with others,this theory has also been criticized by many section of advertising community.

Economical function: The nature of economicalfunction of advertising is to stimulate sales and increase the range of profits from the sales of the products for a particular time period. Hence, (MacDonald & Peppers,   2013) commented that advertising informs, creates the need for a product or service and motivate people to purchase the product. When a large number of people respond to the ad, it could better for the economy

Social Function: According to (Maital & Seshadri,   2012), advertisinginformation has a significant influence on the information of consciousness of each audience. In addition, the author has also mentionedthat when the advertising is address to customers apart from promotion of a product, it might help to form ideological values of the society an eventually it creates a lasting effect on the characteristics of social relations.

Marketing function: It is certain that advertising is significant element of marketing and it is particularly connectedto marketing activities whose major aim is complete satisfaction of customer needs about the products and services.

Communicating function: Advertising remains as the specific forms of communication. It is usually developed and designed to perform a proper communicatingfunction.

There is an increasing number of websites developed by businesses as the availability of technology is increasing. As put forward by (Bullinger et al., 2010), a significant amount of capital was interested in the digital advertising sector in the past decade.  More specifically, (Johnston  & Marshall,  2016) mentioned that in 2008, Double Click, an online advertising servicing company was obtained by Google. This acquisition indicates that the technology giants have high expectation for displayed ads. On the other side, n the United State, the import of big data increased up the development of outdoor digital advertising, which allow advertisers to conduct a better job of targeting customers with the personalized advertisements. (Johnston  & Marshall,  2016) mentioned that use of real time data in the advertisement also capture the attention of consumers to influence their behavior. Thereby, interacting with the consumers for the campaign promotion with the help of digitalscreen  is also significant way to attract customers. However, according to (Hennig-Thurau, 2010) in Asian nations, especially in China, the digital advertisement distribution platform is established and considered as the most significant revolutionary concept.

Objectives of the Report

Research methodology is one of the significant aspect of the research because the selection of research methodology determines the outcome of the research. Therefore, to understand how innovation can be applied to advertising to maintain business growth and create a competitive advantage, the following research methodologies have been selected. The researcher has undertaken the deductive approach for researching the various aspects of the advertisingas the approach is an effective method. The researcher has undertaken explanatory research designfor determining the needs of the emphasis on the study.

Usage of effective research paradigm helps the researcher in conducting an effective research on the concepts that are to be emphasized as a part of the research. The research philosophy determines the scope of the research and thereby brings forth change in the structure and the understanding of the variables that affects the research. The four different kinds of the research philosophy are Positivism, Interpretivism, Realism and Pragmatism. The determination of the philosophies helps the researcher in identifying the varied concepts of epistemology, ontology and axiology (Punch, 2013). The positivism philosophy helps in determining and evaluating the subject based on the scientific techniques. On the other hand, Interpretivism philosophy depends on determination of the research based on the experiences and the recognition of the factors of the human beings. Realism helps in applying the realisticapproach to the research study; whereas Pragmatism involves the conjuncture of the positivism and the Interpretivism. It has helped in determining the functioning of the research that is undertaken by the researcher.

The research philosophy that is taken by the researcher as per the needs of the context is  Interpretivism research philosophy. It has helped the researcher in understanding the different factors that has affected the functioning of the advertisement agencies through the implementation of inductivemethod. The current study seeks to discriminate between different features of change that are processed by the organization in order to undertake continuous innovations. It has facilitated the modification in the systems that determines the performance of the organization in the market. The researcher has taken steps to deduce the outcomes of the study through a study of the previous researches. The Interpretivismphilosophy will be helping the researcher to undertake the research through reviewing the experiences of humans on advertising and thereby deduce the research, which will be based on the digitalization and the innovation that is planned by the organizations in the market.

Research approach helps researcher in understanding the different aspects of the change that is required to be noted in the research. The different approaches that might be undertaken in conducting the research in the inductive approach and deductive approach(Neuman,   2014).The inductive approach aims at establishing a set of theory and innovating the same to conduct the research.

Advertising's Significant Role in Business Growth

The researcher has chosen the inductive approach to deal with the research as per the requirements of the same. The evaluation of the innovation that is undertaken by the organizations while advertising for enhancing the growth of the same and thereby creates a competitive advantage. Therefore, the researcher has taken steps to research on the available current literature to induce the different variables for enhancing the research activity. The research that is designed by the researcher depends on the understanding of the varied activities that are facilitated by the companies for facilitating the innovative nature in the advertising for understanding the prospects of the growth in the market.

Research design helps in determining the objective of researcher and the identifying the goal of the research. The determination of the research design helps the researcher in deducing the path through which the research can be undertaken to culminate to the goal of the research. The different types of research designs are explanatory research design, exploratory research design and descriptive research design, which help in determining the kind of research that is planned by the researcher. Explanatory research design aimsat describing the cause-effect relationship by the forecasts that are made by the researcher on the possible outcomes of the research. It helps in determining the goal of the research that is undertaken by the researcher (Luton,  2015). On the other hand, exploratory research design helps in determining the issues that are faced by the research. It helps the researcher in determining the issues that are faced by the research while undertaking the same. While the descriptive research design helps in explaining the issues that are faced by the research and analyzing the same  on the context of the objects of the research.

The research design that is considered by the researcher while considering the research is Explanatory research design, which aims at understanding the different aspects of the innovation in the advertising methods that are undertaken by the organizations (Christensen et al., 2011). Alternatively, the determination of the improvement that is undertaken by the companies for enhancing their competitive position in the market is brought about through innovations in the advertising. The study focuses on exploring the reasons behind the innovations that are undertaken by the organizations in advertising for an increase in the competitive advantage and expansion. Therefore, the researcher has chosen Explanatory research design for the evaluation of the different characteristic elements of the innovation (Bernard, 2017).

The Importance of Creativity and Innovation in Advertising

Data collection is theprocess, which is required to certify the research process that is undertaken by the researcher. The collection of suitable data helps in determining the success of the research and thereby derives the results, which is the prime objective of the research that is undertaken by the researcher. On the other hands, the secondary data collection is based on the reviewing and evaluation of the relevant literature that fits in the objective of the research (Creswell  & Creswell., 2017).

In this case the researcher has taken steps to undertake secondary data collection through an evaluation of the past research papers, journals, articles, books and websites relating to the innovation that is undertaken by the advertisement industry. It has helped in determining the manner in which organizations have taken steps to bring in the innovations (Williams, 2011).

The analysis of the data is being undertaken by the researcher through the perception of relevance of the advancement that is to be taken by organizations for gaining a competitive advantage. The researcher has gone through different reliable journals, articles and papers for culminating in the results.

The current research that is undertaken by the researcher has a limitation due to the reliability of the information that is procured by the researcher through the evaluation of the past researches. The secondary analysis that is undertaken by the researcher might affect the results of the analysis that is undertaken by the researcher. On the other hand, the time frame is again an issue that is faced by the researcher while conducting the research. The short time frame of the research affects the effectiveness of the research that is undertaken by the researcher.

Task

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Week 9

Selection of topic and search for justification

Constructing literature

Selecting appropriate methods

Data collection

Data analysis and representation

Reviewing the outcomes

Conclusions and recommendations

Submitting draft of the project

Printing and final submission

Table 1: Table showing the timeframe of the entire research

(Source: As created by author)

The change in the technologies and the rising competition in the markets have affected the performance of the organizations in the market. The continuous innovation that is considered by the organization has helped in maintaining the sustenance of the organization in the competitive market scenario. This section analyzes the manner in which the innovation in the advertising structure of the organizations helps the same in maintaining a steady growth of the same in the international markets.

Theme 1- “Applying innovation in advertisement”

Continuous innovation that is planned by the organizations isdependent on the objective of sustenance of the same in the international markets. The key elements of the innovation are determined through the different issues that are faced by the organizations and thereby bringing in alteration in the systems to sustain in the competitive markets. Advertising functions that are undertaken by the organization is an important element that helps in the growth of the same in the international markets. According to Chua and Banerjee (2013) advertisement acts as a key role in preparing for the position of organizations. Therefore, continuous innovation sin the advertising practices helps in determining the improvements in the situation of the organization in the market. Aula, (2010) stated that the determination of the innovation by the organizations are based on the sustainability of the brand image. Sustenance of the brand image helps the organization in increasing its outputs and functioning in the international markets.

The different aspects of the brand identity are based on the determination of the advertisement strategies that helps organizations in maintaining the brand image of the same. Innovation in the advertisement strategies of the organizations helps in identifying the need for alteration to sustain the organization.  Innovation that is undertaken by IKEA is dependent on the detailing of the products in the marketing activities. The USP (unique Selling Proposition) of the company has helped in its development since 1943. The company launched a catalogue app in the year 2013, which allowed the customers to understand the uniqueness of the products. The utilization of the digital media as a tool for promoting their product in the US ,markets has helped in the development of business (Hotho & Champion, 2011). The identification of the innovation in the advertisement procedure of the organization has helped in determining the alteration in the performance of the firms. Enhancement of the shopping experience based on the analysis of the needs of the customers has helped the organization in making an increase in the revenue of the organization from 4.3 million to 6.9 million by 2015.

On the other hand, Virgin America has taken steps to bring in innovations in the systems and the functioning of their advertisements based on the technological advancements. The organization operates in a competitive industry wherefore the organization is required to undertake continuous innovation in its systems to sustain in the markets. The key element of the innovation that is undertaken by the business depends on the promotional activities or the advertising activities that are framed by the same. It has helped the organization in reaching out to the consumers and thereby enhancing their flight experiences as compared to the other service providers. The major aspects of the change in the functioning of the organization are based on the understanding of the demand of the customers and rendering the same to them. The innovation has facilitated the organization to evolve and grow in the competitive scenario. The organization has recently produced a video, which portrayed the flight experience offered by a fictitious company. It has helped the organization in making it known to the customers the manner in which the airline company functions based on the determination of the needs of the customers in the market scenario. The video has helped the organization in bringing forth innovation in the advertising and publicity activities that are undertaken by the organization. It has added to the competitive advantage of the organization in the highly competitive market.

Munar, (2012) stated that the determination of the innovation and applying the same on the structure of the advertising helps the organizationsin making their advancement in the market. The key aspects of the transformation of the business are based on the nature of the advertisement that is planned by the organization. On the other hand, the determination of the needs of the customers helps the organizations in undertaking the innovation in the advertisements, which will help the organization in persuading the customers to try their products or the services.

Theme 2- “Utilizing advertisement to persuade the customers”

The continuous innovation that is  planned by the organization is based in the understanding of utilizing the advertisement as a medium to reach out to the customers in the target market segments.  Mergel  (2012) stated that the persuasive nature of the advertisement helps in determining the enhancement in the sales of the organization in the international markets. The major element of the modifications in the systems has helped in maintenance of the transformation in the arrangement of business. According to Casadesus?Masanell  and Zhu  (2013), the persuasive nature of the advertisements has helped in enhancing the sales of the organization which helps in the retention of the customers and the goodwill of the organization in the international markets.  Innovation that is undertaken by the businesses in the advertisements has helped the organization in bringing in changes in the structure and the functioning of the organization in the market. The persuasive marketing of the products is characterized by the innovative nature of the organization, which helps in the identification of the change in the functioning of the organization in the market.

Advertisements that are promoted by the business are depends on the portrayal of varied  key elements of the modifications that are undertaken by the organization to bring in improvements in performance of same in international market. The competition that is faced by the organization is determined by the nature of the advertisements as it helps in determining the alteration in the profile of the organization. Gassmann, Enkel and Chesbrough (2010) stated that the design of the advertisements play an important role in disclosing the  utility that the consumers can derive from the products. The portrayal of the products as the necessities helps in determining the change in the functioning of the organization.

Instagram has considered steps to fetch improvements in the promotional activities that are undertaken by the organization. The innovative practices of the organization has helped in enhancing the customer experiences while using the app.. The company has taken steps to upgrade the app as per the needs of the customers through “Explore”, which is aimed at enhancing the customer experience.The modifications and the improvements in the structure of the app has helped the organization top grow invariably in the competitive market. On the other hand, the persuasive selling techniquethat is being undertaken by the organization is aimed at facilitating the interests of the users and thereby enhances the market situation of the organization. The app’s Hyperlapsevideorecording features has helped in facilitating the consumers of the same in the persuasive selling technique that is being undertaken by the organization.

Walker, Damanpour  and Devece  (2010) stated that the persuasive selling technique that is undertaken by the organizations has helped the same in bringing in changes in the customer feedbacks resulting to the goodwill of the organization in the international markets. The innovative nature of the organizations has always tried to study the external and the internal trends and thereby determine the preferences of the customers. The determination of the preferences of the customers will be helping the businesses in forging changes in the systems and functioning of the same in market. Brown et al. (2017) stated that performance of the business is based on the innovations that are undertaken by the organizations in the market.The persuasive nature of the advertisements helps the organization in forging modifications based on the study of the behavioral pattern of the consumers in the market. The study of the consumers in the market helps the organization in determining the preferences of the same for facilitating the innovation in the advertising activities that are planned by the business firms. Damanpour  and Devece  (2010) stated that the key objective of the organizations is to facilitate and persuade as per the needs of the customers in the market. organizations take steps to develop the advertisements to make the customers feel the utility that they are going to receive through the purchase of the product or the services.

L’Oréal has taken steps to bring in innovations in the performance of the business through the determination of trends in marketing. It has helped the organizations to bring in changes in the functioning of the business based on the requirements of the customers in the market. The digital app that is being planned by the organization has helped in influencing modifications in the functioning of the organization in the advertisement strategies of the same in the market. It has helped the organization in maximizing the customer involvement in the processes. The digital app helps the users to undertake a digital makeover, which helps the viewers in determining the most appealing makeover kit that is required by the user. The utilization of the digital app that is designed by the organization has helped the same in maximizing its sales output (Sherwin, Shaw  & Heudecker 2015). The major aspect of the innovation that the organization undertakes depends on the understanding of the varied demands of the customers based on the needs of the same in the market.  The determination of the changes in the systems of the organization is facilitated through the understanding of changes in the structure of organization based on the determination of the demand of the customers in the market. Innovation in the advertisements undertaken by the organizations is mainly focused on attracting the attention of the potential customers in the market. Creation of awareness among the customers about the features of the product helps in determining the design of the advertisements based on the preferences of the customers helps the organization in bringing forth innovations in the marketing that is designed by the business firms. The determination of demand of the customers facilitates the businesses to modify the performance. Key features of the modifications in the performance of the businesses depend on the purpose of the bringing in innovations in the advertisements.

Banks, Colson and Hardy, (2010) stated that the determination of the changes in the functioning of the business is based on the innovative nature of the advertisement that is planned by the organization in the market. The determination of the needs of the customers and persuading them to make a buy is the only objective of the organizations. Therefore, the organizations must take steps to design the advertisements in order to facilitate the free functioning of the organization in the market as per the needs of the customers. de Waal Malefyt  and Morais (2010) argued that the determination of the needs of the customers has helped the organizations to determine the medium through which the advertising campaign. The proper positioning of the product is based on the understanding of the variedrequirements of the market segments. The organization must determine the needs of the customers before placing the products in the market, which will be facilitated through the proper functioning of the same in the market.

Theme 3- “Application of technology based innovation in advertising”

von Nordenflycht ( 2011) stated that the proper undertaking of the technological innovation that is undertaken by the organization has assisted in influencing change in the performance of the business in the market. The implementation of the technology has helped in determining the change in the practices that are undertaken by the organization in the market. The determination of the technological key characteristic features of the change is dependent on understanding of the objective of the organization to bring in the change in the execution of the functions by the organization in the market. Kopf, Torres and Enomoto (2011)stated that the implementation of the technology helped the organizations in bringing forth innovations in the advertisement systems. It has helped in determining the change in the functioning of the organization based on the needs of the customers. The technology-based innovation that is being undertaken by the organizations has affected the functioning of the same in the market. The determination of the needs of the customers helps in determining the performance of the organization in the market. Implementation of technology helps in bringing forth innovation in the organizations. It also helps in improving the uncertainties that organization face. Technological innovation that is planned by the organization helps the same in influencing the different aspects of the transition in the market. The utilization of the technologies with the understanding of the trends determines the modifications that the company plans to sustain in the competitive market structures. The key element of the change that is planned by the organization has helped in determining the effectiveness of the development plan that is prepared by the business firm in the market. Technological change in the advertisements of the business firm helps the same in maximizing the sales units of the organization in the market. On the other hand, the determination of the needs of the organization to sustain in the market is defined through the innovation that is planned by the same as per the changes in the market culture and the preferences of the customers.  Digitalization of the era has evoked the needs of the companies to modify their systems to meet the technological requirements of thesame as per the needs of the customers. On the other hand, the modifications undertaken by the firms are based on the objective of improving the competitive positioning of the organization in the market.

The transition that is initiated by Facebook has helped in determining the innovation that organizations undertake as per the needs of the same to sustain in the market. The technological innovation is based on the modifications in the app, which offers much more than a meager communication app. The company’s offerings are based on the fortitude of the needs of the customers in the market. The key aspect of the transition that is undertaken by the company is based on the determination of the needs of the customers while undertaking the innovations (Golovko  & Valentini,  2011). The determination of the needs of the organization is based on the functioning of the organization as per the change in the needs of the consumers. The technological innovations that are undertaken by the organization are based on the enumeration of the strategic position of the same in the market. The major aspect of the change that is being undertaken by the organization is based on the understanding of the change in the needs and the preferences of the customers in the market.

The innovative strategy that is planned by the businesses helps in enhancing terms of sustenance of the same in the market. Innovation in the marketing of the products and the services helps the organization sin determining the shifts in the structure and the functioning of the same in the market. Keller and Fay (2012) stated that determination of the technological aspects of the modification in advertising is facilitated through the innovative nature of the business. Innovation in advertising facilitates in enhancing the position of organizations as it makes the people aware of the existence of the products or the business. The proper functioning of the advertisements helps in determining the change in the situation of the organization in the markets. The enhancements in the brand awareness are being supported through the enhancements in the advertisements that are undertaken by the organization in the market (Ying, 2011). Alternatively, understanding the favorable technology helps the organization in gaining a competitive advantage in the era of digitalization. The determination of the needs of the customers helps the business in bringing forth the transition in the systems. The key elements of the change that is being undertaken by the organizations is based on the determination of the different behavior of the consumers in the market.

The major objective of undertaking the advertisement activity of the organization is based on making the consumers aware of the product or the services and thereby persuading the potential buyers to make a buy of the products (Teece, 2010). It has helped in determining the change in the structure of the advertisement that is being undertaken by the organization as per the needs of the organization in the market. The change in the media of advertising is based on the change in the taste and the preferences of the consumers. Przyby?a et al. (2014) stated that the determination of the needs of the consumers has helped the organization in adhering to the technological aspects.

The technological aspects of the advertisements have helped in determining the varied actions that are undertaken by the organizations for promoting their products in the market. The determination of the varied needs of the customers has helped the organization in ringing in changes in the systems and the processes. The determination of the different aspects of the change is based on the technological advancement that must be undertaken by the business in the market. Chapain et al., (2010) stated that identification of the change is based on the technological advancement that is being undertaken by the companies in the market. The determination of the change in the market is based on gaining a competitive advantage in the market structure.  

 The basic attributes of the change is based on the performance of the business. The change in the techniques of advertising has helped in determining the modifications in the functioning of the organization. It helps the organizations in gaining a competitive advantage in the market. Mendelová and Zausková, (2015)stated that performance of the organization is based on the determination of the buying behaviors of the consumers. The buying behaviors of the consumers help in determining the alteration that is required to be undertaken by the firm. The major attributes of the change that is undertaken by the business is based on the functioning of the organization in the organization in the market.

Conclusion

This assignment proves successful in providing an insight into the ways and means of innovative advertising. Mention of the brands like IKEA, Instagram enlivens the advertising strategies, which can help the brands to achieve competitive advantage. Bringing innovation in the workplace has helped the brands to attract large-scale customer satisfaction. Herein, the theories of planned action and reasoned behavior can be related. Bringing innovation is both planned action and reasoned behavior in terms of altering the workplace scenario. In this, making strategies for developing the infrastructure is the planned action. This is because of accumulating shares in the foreign market for expanding the scope and arena of the business.

Delving deep into the aspect, innovation means that the personnel needs to expose conscious approach towards preserving the traditional organizational values. This would be the appropriate approach in terms of enhancing the brand image. The aspect of advertising is important. Ethical considerations in advertising help the personnel to protecting the sentiments of the customers and gain their support. This support is needed in terms of modifying the nature of business. Legal obligations are vital in terms of averting the illegal scandals and issues, which can spoil the reputation of the brands.

Digital marketing has gained popularity in the workplaces. However, the staffs lack the basic technological skills. Herein lays the necessity of training, which would enhance the preconceived skills, expertise and knowledge of the staffs. Taking post training tests would help the managers to assess the capability of the staffs regarding making practical application of ther learnt skills in doing the allocated tasks and responsibilities. The training sessions needs to be segmented, so that the staffs get an easy grasp over the basic marketing concepts, ideas and thoughts.

As a matter of specification, using social media for advertising has resulted in achieving growth and development in terms of marketing. Uploading the image of the developed products on the social networking sites and the website has helped in enhancing the trafficking of the audience towards the brand image. Based on these aspects, it can be said that innovation and business growth are interlinked with each other.

Partnerships are needed in terms of stabilizing the financial parameter. Especially, the trade union members are to be contacted for coping up with the financial instabilities like high exchange rates, fluctuation in the prices and the tax tariffs. Herein lays the appropriateness of the public relations, which enhances the corporate social responsibility of the brands.

The partnership between the customers and the personnel is important in terms of executing marketing activities. Advertising is the means of strengthening this relationship. In the process of advertising, the personnel need to adhere to the Data Protection Act (1998). This is in terms of protecting the individual sentiments of the customers.

The aim is to ensure the wellbeing of the customers. Therefore, the personnel should not blindly run in the rat race. Instead, they need to take feedbacks from the customers as how to upgrade the standards and quality of the products. This mentality would be a cornerstone in the achievement of loyalty, trust and dependence from the customers. On the other hand, if the personnel aim to grab the hot seat, the needs, demands and requirements of the customers would be compromised. In this situation, it would be difficult to increase the sales revenue and profit margin. This aspect nullifies growth, development, and competitive advantage as a whole.

Overall, it can be said that adhering to the legal norms for advertising would help the personnel to inform the customers about the latest steps undertaken. Complying with the rules and regulations is an indication of getting governmental assistance in terms of efficient execution of the business activities. This assistance, in turn, enables the personnel to expand the scope and arena to the international markets. Rationality in this activity would be a keystone towards achieving competitive advantage over the contemporary brands.

The aspect of creating relates to the skills and efforts needed for the efficient execution of the business activities. For this, the staffs need to be provided with safe and comfortable workplace. Herein, lays the role of the managers to provide enough motivation and encouragement, so that the workers feel an urge to perform better.

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