Advertising and promotion. Marketing communications in advertising and promotion in business

Elaboration, 2015

10 Pages, Grade: Merit



Executive summary


Communication process of Aroma Cake House.

Advertising and promotions industry in Aroma Cake House

How promotion is regulated and whether Aroma Cake House is aware of the regulation.

Current trend in advertising and promotion, including the impact of ICT and the current trend that affects Aroma Cake House




Executive summary

This report is assigned to do marketing communications in advertising and promotion in business. In this assessment I have to explain the communication process that applies to advertising and promotion. In this communication process includes the sender or source, message encoding, media channel, decoding, receiver, response or feedback and noise. In addition, I will explain precisely regarding the organization of the advertising and promotions industry. In advertising and promotion industry consist advertiser, advertising and promotion agencies, external facilitators, media organizations and target audiences. All these elements are the mediums for any organization or business to implement the advertisement in order to advertise and promote their products or services. Without the help of those elements, the advertising could not happen. Moreover, when advertisers make advertisements, they should aware with the rules and regulations in advertising. Here, I have to assess on how promotion in Aroma Cake House is regulated. According to Malaysia Code of Advertising Practice, Guidelines to Avoid False and Misleading Advertising and Broadcasting Ethics Code I will mention the important part that this company should aware in advertising. Lastly, there are several current trends in advertising industry occur in Aroma Cake House. I will explain regarding media clutter, new media, sales promotion and impact of ICT towards this company. In other to enhance the business performance through advertising, I would like to suggest to Aroma Cake House by using pay-per-click advertisement on Google Search Engine. Google will advertise this company so that when user type ‘Aroma Cake’, Aroma Cake House will be on top of the homepage. Other than that, I suggest to Aroma Cake House to make discount coupon for UiTM students since they always sell the goods in UiTM on every Tuesday. The discount coupon will be given for those purchases more than RM 20. This activity can increase the sales of Aroma Cake House.


The purpose of this assessment is to study about marketing communications in Aroma Cake House. The aim of this assessment is to know the communication process that applies to communication and advertising. Then, to investigate the advertising agency which is this company used in the meantime how promotion is regulated. Besides, examine the current trends in advertising and promotion including the impact of ICT.

Aroma Cake House has been established on 23rd February 2005 and this company is 100% own by Bumiputera. The founder of this company is Norma Binti Mohd Saleh. This company has been registered under Suruhanjaya Syarikat Malaysia (SSM) and Jabatan Agama Islam (JAKIM) to ensure the ‘Halal’ products produce by this company. In addition, before this company situated in Bandar Universiti it has been established at Taman Maju, Seri Iskandar. Aroma Cake House has 3 employees in order to operate the business assigned for productions.

Communication process of Aroma Cake House.

illustration not visible in this excerpt

Figure 1 (Marketing communication process - Google search)

In advertising and promotion, communication refers to the ways of giving, receiving and exchanging information by writing, visual or speech. It consist sender, message, encoding, media channel, decoding, receiver and response or feedback. The sender or source for this communication process is Aroma Cake House which is a bakery company. This company wants to sell cakes, frozen foods and raw ingredients to bake the cakes. For the message, this company wants to make promotion regarding their goods through flyers, banners, Instagram and Facebook page. They have competitive advantage by providing class of baking cakes and making pastries.

In addition, for media channel Aroma Cake House used online and offline advertisement for business. For offline business, they provide banners and flyers, then for offline business they used Instagram and Facebook page as the tools to promote their goods to the customers. The flyers will be distributed to residents in Seri Iskandar. On the encoding process, they want to inform the residents in Seri Iskandar about their goods by providing the pictures of the goods in the flyers such as promotion for wedding and birthday cakes and free gift such as fondant flower and wedding doll provided for customers.

After the flyers have been distributed to the customers, the decoding process for this communication process is NOFA Aroma Cake as the attraction of the goods on flyers and business card. This company also provides contact number, fax number, E-mail address, Facebook page and Instagram username on flyers and business card. A simple map also provided in flyers so customer will attract with the advertisement and ease them to go to the bakery and purchase the goods.

So, the receiver of the communication process in Aroma Cake House definitely is the customers. By producing flyers, Aroma Cake House distributes it to UiTM students every Tuesday when making sales. The main receiver other than Seri Iskandar residents are UiTM students. When customers purchase goods from Aroma Cake House usually they will give response or feedback regarding the advertisement and promotion. Recently Aroma Cake House gets positive feedback from customers. Normally, customers will repeat purchase after buying the goods from this bakery because they can get good quality of products which is same with the flyers.

Even though this company has made variety of advertisements such as banners, flyers and advertisement through social networks in order to attract more customers but there will be noise occur. This noise can exist is many ways. For this company, the noise they had to face is too many interesting advertisements regarding cakes through Facebook and Instagram since people nowadays always use internet and making offline business. Then, the noise that could be existed when their advertisement is not so creative like other competitors do. These are the barrier and noise for Aroma Cake House to compete with other competitors.

Advertising and promotions industry in Aroma Cake House.

Usually, a company or any organization needs the involvement of advertising industry in order to advertise and promote their goods or products to customers.

illustration not visible in this excerpt

Figure 2 (Structure of advertising industry : Google Search)

Advertiser is the person that places the advertisement in order to get customers. The advertiser of Aroma Cake House is the company itself. They want to promote their goods to customers so they will be a client to the advertising agency. The advertising agency will play the role to assist Aroma Cake House in advertising and promoting the goods. Then, Aroma Cake House used advertising and promotion agency to assist their promotion.

In advertising agencies, there are four types of agencies included such as full-service agencies, creative boutiques, interactive agencies and In-house agencies. According to, “An advertising agency is a company that carries out all or some aspects of advertising production for firms by which it has been hired. Some agencies handle all phases of advertising campaigns, from performing market research and establishing product branding strategies to producing ads and placing them in appropriate outlets. Other agencies specialize in one or more of these functions.” (What is an advertising agency ?: wiseGEEK)


Excerpt out of 10 pages


Advertising and promotion. Marketing communications in advertising and promotion in business
Higher National Diploma in Business (Marketing)
Catalog Number
ISBN (eBook)
ISBN (Book)
File size
457 KB
advertising, promotion, communication tools, marketing communications, promotion agencies, external facilitators, media organization
Quote paper
Musfirah Mohamad (Author), 2015, Advertising and promotion. Marketing communications in advertising and promotion in business, Munich, GRIN Verlag,


  • No comments yet.
Read the ebook
Title: Advertising and promotion. Marketing communications in advertising and promotion in business

Upload papers

Your term paper / thesis:

- Publication as eBook and book
- High royalties for the sales
- Completely free - with ISBN
- It only takes five minutes
- Every paper finds readers

Publish now - it's free