The advertising and promotion technique has a noteworthy part to reposition associations to larger amounts, for example, branding a product or business. The prime aim of this report is to recognize the skills required for utilizing promotion, advertising and marketing communications efficiently. Moreover, this report helps to plan an integrated promotional strategy for a Samsung Galaxy S6 Edge+ mobile phone

1. 1
Advertising and Promotion in Business

2. 2
Table of Contents
Advertising and Promotion in Business ............................................................................................ 1
1. Introduction ...................................................................................................................................... 1
1.1 Explanation of communication process that applies to advertising and promotion: ........ 1
1.2 The organization of advertising and promotion industry ..................................................... 2
1.3 Regulation of promotion ........................................................................................................... 3
1.4 Current trends in advertising and promotion, including the impact of ICT ........................ 4
2.1 The role of advertising for integrated promotional strategy for business or product ....... 4
2.2 Branding and its use to strengthen a business or product .................................................. 5
2.3 A review on the creative aspects of advertising ................................................................... 6
2.4 Ways of working with advertising agency .............................................................................. 7
3.1 Primary techniques of below the line promotion and their use in integrated promotional
strategy for a business of product ................................................................................................. 8
3.2 Other techniques used in below-the line promotion. ............................................................ 9
4.1 Appropriate process for the formulation of a budget for an integrated promotional
strategy ........................................................................................................................................... 10
4.2 Development of a promotional plan for a business or product ......................................... 11
4.3 Integration of promotional techniques into the promotional strategy for a business or
product ............................................................................................................................................ 13
4.4 Appropriate techniques for measuring the campaign effectiveness ................................ 14
5. Conclusion ..................................................................................................................................... 14
References ..................................................................................................................................... 14

3. 1
1. Introduction
The advertising and promotion technique has a noteworthy part to reposition
associations to larger amounts, for example, branding a product or business. The
prime aim of this report is to recognize the skills required for utilizing promotion,
advertising and marketing communications efficiently. Moreover, this report helps to
plan an integrated promotional strategy for a Samsung Galaxy S6 Edge+ mobile
phone.
1.1 Explanation of communication process that applies to advertising and
promotion:
With regards to advertising and promotion, communication is the message and
associated media used to speak with a focus on business sector (Rossiter and
Percy, 2010). According to Smith and Taylor (2014) there are numerous
speculations to encourage this procedure; three of them are as follows:
1) Packard’s theory of eight hidden needs:
This theory was created by Vance Packard in 1957. Packard expressed that
powerful advertisements are not as a matter of course gone for fulfilling essential
emotional needs (Changing Minds, 2016). The given emotional needs are:
a) Creative outlet
b) Ego satisfaction
c) Emotional security
d) Immorality
e) Reassurance of worth
f) Selling love objects
g) Sense of force
h) Sense of roots

4. 2
2) Rank’s intensify and downplay:
This is an exceptionally basic model of influence portrayed by Hugh Rank. He
depicted the two fundamental and inverse examples of that are regular to numerous
convincing circumstances. To intensify, the persuader needs to expand the
criticalness of specific components to make the other individual to consider it more
important or see as imperative as the persuader. Downplaying is the inverse of
escalation. This theory can be possibly be utilized by the same yet switched systems
(Cragan and Shields, 2010).
3) Media richness theory:
This theory is presented by Richard L. Stupid and Robert H. Lengel in 1984. It is
utilized to portray and assess the richness of certain communication Medias and
rank them likewise. It expresses that wealthier, individual communication Medias are
more successful for communication of promotional issues than less rich media.
Richness of media is measured by comprehension time and directness (Littlejohn,
2012).
1.2 The organization of advertising and promotion industry
Young and Aitken (2010) purported that the organization of advertising and
promotions industry works under an incorporated framework. Organization of such
industry comprises of advertising and marketing administrators working with
imaginative chiefs buy and deals specialists and monetary staff individuals.
Advertising and promotional industry implies business that serves different business
to do their promotional exercises adequately. As the promotional exercises are much
imperative to any firm, the organizations ought to pick advertising and promotional
industry astutely (Smith, Berry and Pulford, 2011). The center components to be
considered while picking the right advertising industry are:
a) Goodwill: The advertisement organization must have a satisfactory measure
of goodwill. Obscure or new businesses are not best. Since it is preferable
safe over sad.

5. 3
b) Individual inclination: some novel thought like size of industry, adaptability,
media understanding and different things can likewise be considered.
c) Information and expertness: the organization must have satisfactory
learning; great arrangement of experience and it must have capacity to
comprehend the customer's issues.
d) Innovativeness: The industry to be picked must be imaginative. Individuals
like imaginative presentation. So to draw in individuals the advertisement
ought to be innovative.
e) Return: Advertising may be excessive. So it ought to be figured astutely that
if the firm acquire than the venture or not. The arrival ought to be greater that
the venture.
f) Technology: the organization ought to be able to utilize cutting edge
technology and publicize in most recent and most well known media like web.
1.3 Regulation of promotion
According to Kotler (2009), the regulation of promotional exercises relies on the
danger and likely effect of advancement. On the off chance that the advancement
contains high hazard figures the firm ways to deal with promptly pull back it or alter it
in future battles (Harvard Business School, 2011).
In UK, advertising is controlled through a blend of codes of practice and enactment.
To counteract conning individuals by fake attention, there are a few administrative
bodies in UK that manage advertisements and other promotional exercises (Day,
2010). The three primary administrative bodies are:
Advertising Standards Authority (ASA): ASA is an autonomous controller for
advertising over all media in UK. It follows up on protests and proactively checks the
media to make a move against deluding, unsafe or hostile advertisements, deals
promotions and direct showcasing.
Bar Standards Board: It was set up 2004, independently runs the administrative
capacities on promotional exercises. In guarantees the quality and dependability of
an item and see that the advertising and information utilized as a part of promotional
exercises are predictable with that.

6. 4
Committee of advertising practice: This is the self-administrative body. It makes
different show and non-telecast advertising codes regulated by the Advertising
Standards Authority. It likewise amends them and causes the ASA to authorize
them.
1.4 Current trends in advertising and promotion, including the impact of ICT
To maintain pace with the changing taste and technology, business firms likewise
beginning to change their perspective and style of publicize (Kitchen, 2014).
Presently there is more accentuation on technology as opposed to conventions. So
business firms are attempting to grow new systems that are appropriate to the
present environment furthermore desirable over the clients.
ICT (Information and communication Technology) is the present day method for
communication. Communication, promotional exercises and advertisements are
currently absolutely relying upon technology (Lagrosen, 2013). To keep pace with
time, get by in aggressive markets and expand benefit and stock quality business
firms are presently perpetually keen on utilizing current technology as a part of
communication process and advertising.
2.1 The role of advertising for integrated promotional strategy for business or
product
As per Anantachart (2013), advertising is simply one more component of the
marketing communication arms stockpile. It is a vital part of an integrated
promotional strategy. Advertising is unique in relation to other marketing instruments,
for example, deals advancement, PR (public relations), individual offering, direct
marketing, and computerized marketing etc. Advertising serves as a device for
achieving shoppers by means of radio, pamphlets, professional listings, newsagents,
TV, films, sites and so forth. Advertising makes it conceivable to achieve customers
on an extensive scale. Other than that advertising may likewise be utilized to
construct individual relationships with prospects, for example, utilization of emails
(Dahlen, Lange and Smith, 2010).
Samsung traditionally employs push and pull strategies and relies on the importance
of PR as its promotional strategy (Nisen, 2016). Samsung considers in pulling the

7. 5
consumer to themselves by means of advertising but simultaneously utilizes solid
strategies to push the item to the client through deals advancements. Along these
lines on one hand, Samsung utilizes different marketing techniques for the promotion
of its products like smartphones (Nisen, 2016). Then again, it provides numerous
offers to its retailers to propel them to offer Samsung above rivalry. With such a
strategy, Samsung's image is on the ascent so that both the pull and push strategy is
used by Samsung together. The promotional strategy of Samsung is a lesson to
advertisers in a various ways. To start with, business will develop if it has numerous
items and these items can get to be income drivers for the organization. Second, pull
strategy, however costly, is much more advantageous in the long run.
The primary methods for promotion of Samsung Galaxy S6 Edge+ mobile phones
are:
• Local promotion held by Samsung or retailers
• Online promotion
• Selling Samsung’s accumulations
• Sponsoring of trade shows
• Traditional advertising by displaying commercials on TV and billboards
Samsung now additionally began to utilize technology to make activities or cartoon
pictures to advance itself. Here, Samsung is utilizing advertisement as an integrated
promotional strategy that demonstrates the importance of the pretended by adverting
for integrated promotional strategy for any business or item.
2.2 Branding and its use to strengthen a business or product
According to Holm (2011), branding is the property of a product which connects the
organization with customers. It should be possible by utilizing a picture, an image, a
logo or a motto. The fundamental reason for branding is to serve the organization by
making separation of product. As branding makes a typical desire from an
organization's product the organization strives to satisfy the desire of buyers thus
ceaseless innovative work is finished by the organization. This outcome is ideal
components for buyers and the organization. Branding fortifies a product by making

8. 6
buyer reliability and long haul customer relationships (Grove, Carlson and Dorsch,
2010).
The advantage of Samsung as far as its product is that there is a trust on all
Samsung products due to the way they have performed in the most recent couple of
years. Issues with the products have been insignificant. Samsung has obtained an
icon for its clients through its Smartphones. Samsung is also known for its after sales
service and individuals realize that Samsung gives a quick after sales service for any
of its product. In this way in the branding of Samsung, the portfolio of the product is
one of the most grounded points for Samsung (M&M Global, 2012).
Apple all through these years has created a trust bond with its customers (M&M
Global, 2012). Thus Branding of Samsung Galaxy S6 Edge+ mobile phones too
imply making trust with individuals concerned. Branding energizes certainty and trust
(Interbrand, 2013). Branding is reflected through logo, name and stripling. Individuals
perceive the brand by these. It helps the item/business to keep itself separated from
the opposition and make novel picture, makes increasingly changeless customers
and expansion the general estimation of the organization (Holm, 2011).
It could be noted from the above fact that branding turns out to be strong to the point
that regardless of the fact that the cost builds, request does not diminish In
promoting terms, branding is the aggregate of Samsung’s worth, including Samsung
Galaxy S6 Edge+ mobile phones, management, individuals, advertising, situation
and culture. Clients believe their favored image since they have the thought
regarding what they are purchasing and what's in store. So making solid branding is
compelling to impact customers for Samsung Galaxy S6 Edge+ mobile phones.
2.3 A review on the creative aspects of advertising
As advertising is a beautiful platform build up by myriad factors that draw the
audience adherence, each ingredient has its own specificity and among which
creative brief is the vital silhouette of the advertisement design and as it promotes
the alignment of client’s and designer’s view points to ensure the best result (Altstiel
and Grow, 2015). It considers every nuance of the project from the objectives and
implications to the delivery, visuals to minimalises the complexity and to avoid
confusions. The flow of the project can be tracked to facilitate the process to be

9. 7
achieved at a faster rate. Visuals are an important aspect in creative brief by which
the client decides about the logo and also about its distinctiveness in attributes
(Altstiel and Grow, 2015). Copy writing entails the gist of the product and hence
inevitable to present the product at the zenith of creativity so that it stands out from
the rivals. This considers the merging of old project and designer also takes in to
account the emotional aspects of the client (Kolster, 2012). Hence in order to
promote Samsung Galaxy S6 Edge+ in the market, creation of brief is necessary to
realise the adverting goals.
The advent of ICT has transformed the advertising regime with the automation of
designing. Computer graphics imparts the provision to customise the whole process
of to tailor to customer needs (Kolster, 2012). Cost reduction and better outcome is
ensured by the use of ICT. The unique selling proportions of S6 Edge+ can be stated
more efficiently. Flighting is another important aspect as it optimises the presence of
product or reaching out more effectively by deciding the entry time (Altstiel and
Grow, 2015). Thus to optimise the advertisement of Samsung Galaxy S6 Edge+,
creative aspects also need to be considered to attain the maximum audience.
2.4 Ways of working with advertising agency
According to Lal, Quelch and Rangan (2013) Samsung is a leading company in the
global electronic industry. They have been expanding in a fast paceby working with
advertising agency for advertising their latest Samsung Galaxy S6 Edge+ mobile
phones are in recent years. Advertising agencies play a key role in this process. It
can be of different forms, from large to small. Here the accounting agency can be
categorized into various departments such as the accounts department, production
department, media, creative etc. The account handler plays a major role in an
advertising agency such as marketing the details of the company to brokers and the
financial advisors, setting up the meetings, monitoring sales etc. As per Rossiter and
Percy (2010) account planner plays the key role in identifying the various problems
in the business, communicating within the agency to bring out creative ideas,
researching the product that is to be advertised, meeting with the clients etc.
LeBron (2013) states that at Samsung electronics all the advertising activities are
well planned to help the customers decide while buying a product. The

10. 8
advertisement of Samsung is mainly centered on the development of product and
corporate brand identity. Television ads are thoroughly analyzed by the
organizations experienced in ad consultation to make sure the ad meets the moral
and legal concerns. They also make sure that they abide with the countries legal and
moral concerns while advertising in a particular country (M&M Global, 2012).
3.1 Primary techniques of below the line promotion and their use in integrated
promotional strategy for a business of product
According to Venter and Rensburg (2009), below the line promotion is another
potential vast range of spend however because of its exceptionally focused on
nature as far as time and address it can be a standout amongst the most gainful as
far as low waste and Return On Investment (ROI). This strategy should be utilized
for Samsung Galaxy S6 Edge+ models sooner or later.
Supplementing heavier advertisement spending plan of Samsung, the organization
additionally spent more on below-the-line promoting than other brands in the
smartphones industry (Mdgadvertising, 2013). These assets secured in-store
marketing, promoting and preparing for staffs subsequent to these activities assume
a noticeable part in making a sale.
The best battle between Samsung Galaxy S6 Edge+ and Apple iphone 6S are
normally an integrated methodology of below or more the line spends. Normally
these are direct marketing, public relations, internet, events, email marketing and
direct marketing.
Direct marketing: This contacts people directly through, for instance, direct mail or
flyers. While direct mail can have blended results, when utilized appropriately, it can
be a powerful method for advertising (Venter and Rensburg, 2009). Direct-mail
battles between Samsung Galaxy S6 Edge+ and Apple iphone 6S ought to be
professionally outlined and marketing specialists ought to be enlisted to make
convincing messages that the expected consumer group cannot disregard.
Public relations: Public relations make a positive situation through different publicity
exercises (Venter and Rensburg, 2009). PR has been a chief tool for promotions in
the Samsung’s culture and by means of ICT this aspect has been only amplified.

11. 9
• Internet: This has turned into an undeniably essential and quantifiable
method for achieving distinctive target gatherings of individuals. It additionally
takes into account components of intuitiveness by giving a chance to clients to
express their perspectives and give support (Venter and Rensburg, 2009).
• Events: In the world of business, promotional events may incorporate
displays and exchange fairs
• Email marketing: Email marketing can likewise be a type of below-the-line
advertising if the organization leads the battle all alone (Kitchen, 2014). The
organizations are discussing directly with the buyer through this type of
marketing and can direct them to a point of arrival where they can take in
more about what they are putting forth. This thus gives the capacity to
quantify crusade adequacy.
3.2 Other techniques used in below-the line promotion.
Word of mouth marketing, exhibitions, direct mail, sponsorship, personnel selling,
discounts and offers, etc are the other main below-the-line promotional techniques
used by Samsung.
Majority of the customers are love to talk about their favourite brand to others and
the Samsung’s WOM is rising rapidly. The Samsung brand has 53% brand
conversation in its smartphones and tablets (Keller, 2014). In the festival time as well
as in non- festival times, Samsung provides different discounts and offers for its
customers and trade partners for motivating and encouraging them and to attain high
profitability. Conducting exhibitions on the new innovative products and
achievements of Samsung is another important below- the- line promotional
technique of Samsung (Sepherteladze, 2015).
Samsung also used direct mail concept for marketing its products. The company
send mails to targeted clients on the basis of database i.e., the customers frequently
purchase or frequently visit the sites. Samsung is very active in ecommerce (Sang-
Hun and Seoul, 2012). Apart from these below- the- line marketing techniques,
sponsorship is another successful marketing strategy of Samsung. Sponsorship in
major sports events, TV programs, international events, etc helped the company to

12. 10
build high brand image among the customers and thereby attain competitive position
in the market (Sepherteladze, 2015).
4.1 Appropriate process for the formulation of a budget for an integrated
promotional strategy
As indicated by Fill (2009), so as to keep on thriving, organizations must pull in and
keep clients and this reason should be satisfied inside a specific budget. Making
budget for integrated promotional strategy is crucial for each association. Budget is a
monetary arrangement made for a specific period. Promotional budget does
promotional exercises adequately. So one must be watchful and ought to take after a
specific procedure to define a proper budget for an integrated promotional strategy.
Organizations utilize a blend of both push and pull strategies. They push to make
client request through continually growing new products and offering these products
in stores and pull clients towards these products through publicizing and
advancement bargains. As per Hamper (2013), there is no single right mix of push
and pull. The sum spent on every sort of system will rely on upon variables, for
example, budget.
The procedures for the promotion of the Samsung Galaxy S6 Edge+ mobile phone
are set apart below:
• Determine the expenses of testing distinctive showcasing strategies.
Incorporate product giveaways, focus groups, making distinctive variants of
the product, offering new things in restricted areas and subsequent reviews
• Gauge the expenses of a communications battle. Incorporate the expenses of
imaginative configuration for packaging, advertisements, websites and other
insurance materials.
• Figure the expenses for the sought media purchases, for example, print
promotions, website standards and TV and radio advertisements. Incorporate
costs for direct mail, PR, advancements, challenges and the expense of
building and keeping up a website.
• Determine the expenses of following and checking the communications
endeavours. This may incorporate the buy of a website measurements

13. 11
bundle, going to retailers who offer the product or leading client mail or phone
studies.
• Make a spending recipe that binds the advertising budget to a rate of offers.
4.2 Development of a promotional plan for a business or product
Englis and Solomon (2012) stated that a promotional plan for a business or product
is outlined relying upon the reality whether the plan is for a set up brand or another
organization. Promotional plans set targets, sets time limit for accomplishing those
objectives, improves brand with responsibility and give a budget.
Samsung Galaxy S6 Edge+ mobile phone is the greatest quality for Samsung's
Smartphone products. Samsung is the present business sector pioneer in the
Smartphone, class bookkeeping 36 % of the whole piece of the pie. It has sold a
considerable measure of phones internationally contrasted with its nearest rival,
Apple Inc. The Galaxy S series are the principle explanation behind picking up an
extensive piece of the overall industry over a 5 year period (Nisen, 2016).
SWOT Analysis of Samsung:
Strengths:
• Solid business sector position
• Extended product portfolio
• Solid Top-line development
• Development in configuration
• Less cost of production (LeBron,
2013)
Weaknesses:
• Encroachment of patent
• Too low net revenue
• Less qualification with other
android phones
• Do not have its own particular
OS and Software
Opportunities:
• Extensive variety of Smartphones
• Fundamental makers of processors
• Developing smartphones promoting
Threats:
• Rivalry
• Substitute products
• Fast innovation change
• Value wars (M&M Global,

14. 12
industry (Interbrand, 2013) 2012)
Marketing Mix for the Samsung Galaxy S6 Edge+ mobile phones:
a) Product:
The Samsung Galaxy S6 Edge+ mobile phone is the most up to date discharge in
the Galaxy S series (Nisen, 2016). Samsung should put every one of their
endeavours into this product keeping in mind the end goal to understand their central
goal of getting to be driving trend-setters in the smartphone market.
b) Promotion:
Samsung should promote Samsung Galaxy S6 Edge+ mobile phone through
publicizing effort on TV, interactive media, the Internet, individual to-individual sales,
and 3D dynamic showcases for purchasers to encounter the rush of Smartphones.
Samsung should utilize forceful techniques in the advancement of their Samsung
Galaxy S6 Edge+ mobile phone.
c) Price:
Starting pricing should be characterized by sales territories, product request in these
regions, expense of merchandise sold, and the simplicity or trouble of business
sector infiltration contrasted with real contenders.
d) Place:
Samsung predominantly gets its products to the business sector through distributors
(Mdgadvertising, 2013). In this manner, it should offer its products primarily through
mobile administrators and broadly use of web by offering them online and direct to
their consumers

15. 13
Recommendations for the development of the promotional plan for the
Samsung Galaxy S6 Edge+ mobile phones:
• All sales accomplices and advertising specialists in the Samsung smartphone
sales system should be advised on this showcasing plan, the promoting
technique, and its execution methodology
• Verify production amounts and conveyance viability. Ensure allocated
amounts of Samsung Galaxy S6 Edge+ mobile phones have touched base at
every sales point
• Ensure that checking instruments to track rate of return and other basic
information are completely created, tried, and useful.
• Preparing of promoting staff and sales procedure and brain research must be
finished in time
• Give all obliged backing to neighborhood and worldwide wholesale and retail
organizations distributors to publicize Samsung Galaxy S6 Edge+ mobile
phones and to manufacture connections.
4.3 Integration of promotional techniques into the promotional strategy for a
business or product
The integration of promotional techniques, for example, price incentives for a
business or product must concentrate on the necessities of the business sector, the
condition and versatility of interest, requirement for price incentives, and customer
reactions towards price incentives (Baines, Fill and Page, 2010). Integration of
promotional techniques for the Samsung Galaxy S6 Edge+ mobile phone are as
follows:
• Samsung should arrange workshop and gathering projects and show
presentation on their exercises and services on Samsung Galaxy S6 Edge+
mobile phone.
• Samsung should develop instructive site that would help in knowing the
product (Samsung Galaxy S6 Edge+ mobile phone) better
• Samsung should involve themselves in the general group
• Samsung should make research on the focused on business sector

16. 14
4.4 Appropriate techniques for measuring the campaign effectiveness
Campaign is the most essential piece of promotional exercises (Moriarty et al, 2009).
It is sorts out to support the business advancement of a specific item. Corporations
ought to quantify the campaign effectiveness with a specific end goal to know
whether it has been come about as indicated by the arrangement or not (Shimp,
2013). The best approaches to gauge this for the Samsung Galaxy S6 Edge+ mobile
phone are:
• Analyze the criticism and arrangement next stride of advancement.
• Analyze the quantity of individuals indicating interests or having enlisted
• Ask clients about their reactions about the campaign.
• Compare the deals
• Conduct study on individuals going to the campaign.
• Count the quantity of coupons disseminated and gathered.
5. Conclusion
This report has helped to plan an integrated promotional strategy for a Samsung
Galaxy S6 Edge+ mobile phone. The advertising and promotion assumes a huge
part in the maintainability of the association and it can utilize its innovativeness and
imaginative aptitudes for changing simple products to a brand. In this way the total
point of the advertising and promotion movement is brand formation.
References
Altstiel, T. And Grow, J. (2015). Advertising creative: strategy, copy, and design.
London: Sage
Anantachart, S. (2013) Integrated marketing communications and market planning:
their implications to brand equity building. Journal of Promotional. Management. No.
1. pp. 101-125.

17. 15
Baines, P., Fill, C., Page, K. (2010) Marketing: Case insight. 1st Edition. Oxford:
Oxford University Press
Changing Minds (2016) Packard's Eight Hidden Needs. [online]. Available at:
http://changingminds.org/explanations/needs/packard_needs.htm. [Assecced 10
May 2016].
Cragan, J., and Shields, D. (2010) Understanding communication theory: The
communicative forces for human action. Boston, MA: Allyn & Bacon.
Dahlen, M,. Lange, F., Smith, T. (2010) Marketing communications: a brand
narrative approach. West Sussex, UK: John Wiley & Sons.
Day, G. S. (2010) Managing market relationships. Academy of Marketing Science
Journal. No. 1. pp. 24-30
Englis, B. G., & Solomon, M. R. (2012) Using consumption constellations to develop
integrated communications strategies. Journal of Business Research. No. 3. pp. 183-
191.
Fill, C. (2009) Marketing Communications: contexts. Contents and Strategies. 2nd
Edition. Prentice Hall Europe
Govoni, N. (2014) Dictionary of marketing communications. Thousand Oaks, Calif.:
Sage Publications.
Grove, S., Carlson, L., Dorsch, M. (2010) Comparing the application of integrated
marketing communication in magazine ads across product type and time. Journal of
Advertising. No. 1. pp. 37–54.
Hamper, R. (2013) The Ultimate Guide to Strategic Marketing: Real World Methods
for Developing Successful. Journal of Advertising Research. No. 2. pp. 28-47.
Harvard Business School. (2011) Marketer's toolkit: The 10 strategies you need to
succeed. Boston, Mass: Harvard Business School Press.
Holm, O. (2011) Integrated marketing communication: from tactics to strategy.
Corporate communications International Journal. No. 1. pp. 23-33

18. 16
Interbrand. (2013) Best Global Brands 2013, Samsung. [online]. Available at:
http://www.interbrand.com/en/best-global-brands/2013/Best-GlobalBrands-2013-
Brand-Profile.aspx?year=2013&brand=Samsung. [accessed 11 May 2016].
Keller, E. (2014). Beyond the Oscars’ Selfie: Samsung’s Chase to Displace Apple
America’s Most Talked About Brand. [online] Available at:
http://www.kellerfay.com/beyond-oscars-selfie-samsungs-chase-displace-apple-
americas-talked-brand/ [Accessed 28 May 2016].
Kitchen, P. J. (2014) The marketing communications revolution - A leviathan
unveiled? Marketing Intelligence & Planning. No. 2. pp. 19-25.
Kolster, T. (2012). Good advertising: creative advertising that cares. London:
Thames & Hudson
Kotler, P. (2009) Marketing management. New York: PrenticeHall.
Kotler, P., Keller, K., Brandy, M., Goodman, M. and Hansen, T. (2009) Marketing
Management. 1st edition. Pearson Education.
Lagrosen, S. (2013) Effects of the internet on the marketing communication of
service companies. The Journal of Services Marketing. No. 2. pp. 63-69.
Lal, R., Quelch, J. A., and Rangan, V. K. (2013) Marketing management: Text and
cases. 1st edition. New York, N.Y.: McGraw-Hill/Irwin.
LeBron, J. (2013) Always On, Samsung Mobile. [online]. Available at:
http://youtu.be/JYgm8tzVIS4. [accessed 10 May 2016].
Littlejohn, S. (2012) Theories of human communication. 6th edition. Belmont, CA:
Wadsworth.
M&M Global. (2012) Apple and Samsung lead global smartphone race. [online].
Available at: http://www.mandmglobal.com/news/15-11-12/apple-and-samsung-
leadglobal-smartphone-race.aspx. [accessed 9 May 2016].
M&M Global. (2012) Apple and Samsung lead global smartphone race. [online].
Available at: http://www.mandmglobal.com/news/15-11-12/apple-and-samsung-
leadglobal-smartphone-race.aspx. [accessed 9 May 2016].

19. 17
Mdgadvertising. (2013) Samsung Spends Big to showcase their Smartphone.
[online]. Available at: http://www.mdgadvertising.com/blog/samsung-spends-big-to-
showcasetheir-smartphones/. [accessed 10 May 2016].
Nisen, M. (2016) Samsung has a totally Different Strategy from Apple. [online].
Available at: http://www.businessinsider.com/samsung-corporatestrategy-2016.
[accessed 10 May 2016].
Rossiter, J., Percy, L. (2010) Advertising Communications & Promotion
Management. 2nd Edition. McGraw-Hill International Editions
Rossiter, J., Percy, L. (2010) Advertising Communications & Promotion
Management. 2nd Edition. McGraw-Hill International Editions
Sang-Hun, C. and Seoul., (2012). The Samsung strategy: Better, faster, cheaper.
[online] Available at: http://www.business-standard.com/article/companies/the-
samsung-strategy-better-faster-cheaper-112090400001_1.html [Accessed 28 May
2016].
Sepherteladze, S., (2015). Samsung marketing strategy: the master brand. [online]
Available at: https://inevitablesteps.com/marketing/samsung-marketing-strategy/
[Accessed 28 May 2016].
Shimp, T. (2013) Advertising, promotion and supplemental aspects of integrated
marketing communications. Ohio: Thomson Learning.
Smith, P., Berry, C., Pulford, A. (2011) Strategic Marketing Communications: New
Ways to Build and Integrate Communications. 2nd Edition. Kogan Page Publishers
Smith, P., Taylor, J. (2014) Marketing communications: an integrated approach. 4th
Edition. Kogan Page Publishers
Venter, P., Rensburg, M. (2009) Strategic marketing: theory and applications for
competitive advantage. Cape Town: Oxford University Press.
Young, A., Aitken, L. (2010) Profitable Marketing Communications: A Guide to
Marketing Return of Investment. 1st Edition. Cornwall: MPG Books Ltd

20. 18