Essays on Advertising and Promotional Brief Case Study

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The paper "Advertising and Promotional Brief" Is a wonderful example of a Marketing Case Study. This paper will discuss below the line promotional tactics for two different companies. The first one is Bartels Paperback, while the second one is Physiotherapy practitioners Ltd. This discussion has been carried out in two parts of the paper. While the first part is a standard briefing document that outlines the various the modes of differentiation and other such marketing tools; the second part adheres to describing specific below the line techniques that will fit into the individual scenarios of both companies.   Standard Briefing Document: Below the Line Techniques Marketing is an arena where the basic norm is to promote visibility.

Visibility, in turn, depends on positioning which again depends on branding and the equity commanded by the same. This has promoted organizations the world over to study and implement strategies that will accentuate brand equity as this is the greatest indicator of, and the base for, the calculation of returns on investment in terms of below the line techniques of promotion. While the consumer’ s awareness of a brand and the reasons for choosing an associated product may depend on various factors including peer reference, peer approval, or other social factors beyond the direct control of the brand’ s investor, the below the line techniques for the brand’ s marketing mix is definitely within the investor’ s control and something that demands big-budget investment.

(Walter et al, 1988) Therefore, investors and researchers are always concerned about the actual effects and results of below the line marketing components including advertisement, segmentation, and differentiation - upon the consumer’ s perception and their consequence upon brand equity.

The discussion progresses over the laying down of the basic premises that will help define brand equity in terms of below the line promotion. Then, the two cases will be studied in terms of core competencies and weaknesses. Finally, the recommendations in the two individual cases will be laid down. In the last decade, a lot of research has been dedicated to conceptualizing and measuring customer-based brand equity. However, apart from putting forth various influencing factors, no integrative framework has so far been developed to account for the complex psychological processes underlying the formation of customer-based brand equity.

This paper deals with two case studies in terms of recommending an advertising campaign that will help build brand equity through a below the line brand positioning strategy. The focus throughout is on the use of advertising for business promotion. (Walter et al, 1988) The basic premises for studying the cases and recommending strategies are as follows: When studied as a perception born in the consumer’ s mind we define the concept of below the line techniques as the sum of associations that are evoked by names or symbols.

This is the first step towards the creation of the proposed integrative model as using this definition implies that I am subscribing to the brand identity angle as a base for brand equity. At the same time, the scope of this definition should not merely serve to associate with the product. It must promote an association with the organization behind Mickey Mouse, by helping the customer relate the Mickey Mouse emblem with information on Disney. This forms an important part of the brand identity process and may result in the creation of enhanced brand equity.

(Walter et al, 1988)



1. Bennett, R; Blythe, J (2002) International Marketing: Strategy Planning, Market Entry and Implementation. Kogan Page.

2. Walter, I; Murray, T (1988). Handbook of International Management. John Wiley and Sons.

3. Aaker, David A. Managing Brand Equity. New York, NY: The Free Press, 1991.

4. Kotler, P. ( 1997 ). Marketing management (7th ed.). Upper Saddle River, NJ: Prentice Hall.

5. Wikipedia. URL: (Accessed during February, 2008)

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