Sample Document on Advertising & Promotion

ADVERTISING AND PROMOTION

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TABLE OF CONTENTS INTRODUCTION..........................................................................................................................3 TASK 1...........................................................................................................................................3 1.1 Communication process applicable to advertising and promotion............3 1.2 Various organizations working in advertising and promotion industry....4 1.3 Regulations of promotion in UK............................................................................... 5 1.4 Trends in advertising and promotion and impact of ICT................................5 2.1 Role of advertising in integrated promotional strategy of Westfield Complex .................................................................................................................................. 5 2.2 Significance of branding for increasing business............................................. 6 2.3 Reviewing the creative aspect.................................................................................6 2.4 Mode of working with advertisement agency.................................................... 7 CONCLUSION ............................................................................................................................. 7 REFERENCES...............................................................................................................................8 Illustration Index Illustration 1: Communication process ............................................................................4 Illustration 2: Integrated marketing strategy................................................................ 7

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INTRODUCTION Advertising is a marketing tool which is used by business entities to build brand image in the market. It further assists in persuading customers to buy products and services offered by an organization. Thereafter, promotion involves all the activities that help in communicating brand image and product idea or service to prospective customers (Stafford, 2005). It further helps in retaining brand loyal customers and attracting new one. In the present report, various aspects of advertising and promotion will be studied in context of Westfield-Stratford Complex. The complex have several brand stores, restaurants, recreational facility that

aims at providing unique

shopping experience to customers. In this report, learning will be shown regarding the significance of advertising and promotion in improving declining sales of this shopping center. Further, impact of ICT on the sale of organization will be studied.

TASK 1 1.1 Communication process applicable to advertising and promotion Communication is an important aspect that helps company in disseminating information about different offerings. Further, advertising and promotion are important tools that assist company in boosting its market sales and enhance productivity (Gourkova, 2005). Company can use various tools of advertising and promotion to communicate the customers about products and services offered at Westfield Complex.

It involves use of

methods like, newspaper, television, radio, websites etc for advertising.

Communication process which is used by this Company is as follows:

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Illustration 1: Communication process (Source:The Communication Process. 2014)

Source: Here, management of Complex will be source of information that will communicate different services and products offered by company to its target and potential customers.

Message: Message involves the information about stores, restaurants, and entertainment facilities etc that are available at complex. The message will be impelling so as to induce customers to visit the complex (Lee�Foster, 2010).

Medium: To communicate the aforementioned message to prospective customers, management of Complex can use direct mail, telecommunication, web portal etc.

Receiver: Target customers will receive the message and understand the same as per their knowledge. This process is called as decoding.

Feedback:

Customers give response regarding their understanding

on message. The feedback assists management in understanding whether customers are willing to visit complex or not. In addition to Toll Free : +44 203 3555 345 Email : help@onlinedissertationwriting.co.uk Website : https://www.onlinedissertationwriting.co.uk

this, needs and prospects of customers can be understood in order to fulfill them (The Communication Process, 2014).

Noise: There are various disruptive elements that affect the proper interpretation of message communicated by Complex. It creates adverse impact on the entire business processes of the Westfield complex.

1.2 Various organizations working in advertising and promotion industry From the provided scenario, it has been identified that sales of Westfield Complex has been declining and business are leaving the Stafford city. Therefore, it can take help of different organizations in advertising industry to spread awareness about its offering in order to enhance the customer base (Hill, 2006). For this aspect, company can outsource its advertising function to another agency. Therefore, there are various efficient advertising agencies that will assist in promoting the business of this Complex. They will further perform marketing functions with expertise by matching the same with professional standards. Further, agency will help the Westfield complex by providing more knowledge about market, prevailing trends etc. Therefore, this information employed by agency will help the business of shopping centre to improve its sales and goodwill.

1.3 Regulations of promotion in UK There are different regulatory bodies that control and monitor the advertising and promotion system of UK. Advertising and standard authority is a regulatory body that ensures safeguarding from the activities such as misleading, deceptive and immoral advertisement done by any organization

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(Steinberg and et. al., 2007). Main aim of this body is to protect the interest of target customers and assure that advertisements are done as per the set benchmarks only. Further, it also takes actions against consumer complaints about fake and harmful advertisements. Similarly, Committee of Advertising Practice is also a regulatory body that monitors and regulates the communication through advertisements etc. Further, it takes strict and disciplinary measures against organization for doing fake promotion. It checks that products correspond to the attributes are highlighted in the published ads.

1.4 Trends in advertising and promotion and impact of ICT In order to get fruitful results from marketing activities, it is significant for Westfield Complex to consider the prevailing trends in advertisement and promotion industry. This will help companies in boosting their market sales and

enhancing

the

customer

base.

Presently,

Information

and

Communication Technology (ICT) is widely used promotional technique in market. It involves use of digital technology, instant messaging, search engine optimization, software, internet portals etc for promotion and advertisement (ICT, 2014). In addition to this, ICT is used to design attractive questionnaires,

promotional

presentations,

graphic

software

that

will

stimulate the attention of customers. Therefore, Westfield Complex can make use of various tools in ICT to induce prospective customers to visit the entity and make purchases. ICT also helps in ensuring the success of marketing function to large extent.

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TASK 2 2.1 Role of advertising in integrated promotional strategy of Westfield Complex Integrated

promotional

strategy

aims

at

using

assorted

communication tools for brand building. Therefore, by compounding various tools, marketing team of Westfield can ensure that they reach the target customers

in

effective

and

innovative

manner.

Further,

integrated

promotional strategy assists in adopting various traditional and modern methods simultaneously for communicating the worth of products and services to target audience (Integrated marketing communications, 2015). It further helps in brand building in market and thereby enhances the sales. In this respect, cited company can make use advertisement through television, direct mail, billboards, point of purchase, trade shows, social media and emarketing for increasing the sales of offerings of its shopping centre.

Therefore, Company can draw the attention of diversified range of customers towards Westfield Complex.

Illustration 2: Integrated marketing strategy (Source: Chunying, 2013)

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2.2 Significance of branding for increasing business Branding is an important process that assists business enterprise in building unique and differentiated image of products offered by company in the market. It helps in increasing the effectiveness of marketing campaign (Gourkova, 2005). By using branding, Westfield Complex can build its brand image and use the same in drawing attention of new customers and retaining the loyal consumers. Through branding, organizations can stay ahead of its rivals. Therefore,

Organization can upgrade the quality of its

services and assure higher sales of business to build strong brand image.

Further, strong advertisement and promotion methods can be used to improve brand recognition of the firm (Importance of branding, 2015).

Thereafter, branding assists in building the worth and trust for its product in the minds of customers.

2.3 Reviewing the creative aspect Creative aspect helps company to make constant up-gradation in its mode of furnishing services (Huang, 2014). This further provides competitive benefit to organizations in the market. Therefore, creative aspect help Westfield complex as well in getting an edge over its rivals. The main aim of creative aspect is to make viable changes in marketing campaign that further assists in gaining attention of large number of audiences. Therefore, it is likely to enhance the footfalls of Complex by adopting innovative measures to encourage individuals to make constant visit. Further, creative aspect involves the use of three elements. These are namely, creative process, force and situation. Therefore, Westfield Complex can use creative ability of its employees to design attractive and impelling advertisements (Lee�Foster, 2010). Thereafter, creative process can be used in the product Toll Free : +44 203 3555 345 Email : help@onlinedissertationwriting.co.uk Website : https://www.onlinedissertationwriting.co.uk

development by identifying the consumer’s requirement and using it in their product. Thereafter, such situation assists in transforming

marketing plan

into action. Hence, it can be stated that creative aspect is a crucial function that can be used by Complex to improve its present situation.

2.4 Mode of working with advertisement agency Advertisement agency assists Westfield Complex in attaining the marketing targets. With proper support of advertisement agency, Complex can regain its lost popularity. Furthermore, advertisement agency helps in improving the brand image and boosting the sales of various products and services (Woodcock, 2003). Along with this, while selecting the ad agency, organization should ensure that particular agency must have good market reputation, proper expertise, experience and infrastructure. In addition to this, it should have creative personnel that help in designing attractive marketing strategies. However, it is important for company to adopt appropriate style of working with ad agency. In this respect, management should assure that proper flexibility is provided to agency in order to work without interference. Therefore, communication between management and agency should be strong. This will help the company in knowing progress of marketing campaign (Chunying, 2013). However, it is important for Westfield Complex to provide budget to advertisement agency so that cost does not exceed the benefit from marketing program.

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CONCLUSION Summing up the entire report, it can be concluded that advertising and promotion are important tools that will help Westfield Complex in enhancing the sales of its business. Further, it can take help of agencies in advertisement business in order to develop attractive and impelling marketing campaign. Thereafter, by using ICT techniques, new and innovative methods can be adopted to spread awareness about various products and services offered in Westfield Complex.

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REFERENCES Books and Journals ● Chunying, W., 2013. A study on the delivery of city branding advertisements in China: City branding advertisement on CCTV, 2007‐2010. Journal of Place Management and Development. ● Gourkova, H., 2005. Introduction to Serials Work for Library Technicians.

Library Management. ● Hill, R., 2006. Advertiser satisfaction with advertising agency creative product. European Journal of Marketing. ● Huang , H., 2014. Promote the price promotion: The effects of price promotions on customer evaluations in coffee chain stores. International Journal of Contemporary Hospitality Management. ● Lee‐Foster, A., 2010. Capacity to Communicate: Sense's three‐year project training independent mental capacity advocates in communication skills. The Journal of Adult Protection. ● Stafford, M., 2005. Advertising, Promotion, and New Media. M.E. sharpe. ● Steinberg, S. and et. al., 2007. An Introduction to Communication Studies.

Juta and accompany ltd. ● Woodcock, P., 2003. Marketing and Promotional Strategy. Nelson thornes.

Online ● ICT,2014.[Online]. Available through: <http://www.techterms.com/definition/ict>. ● Importance of branding. 2015. [Online]. Available through: < https://ww.deluxe.com/blog/six-reasons-why-strong-brand-importantsmall-business/>. ● Integrated marketing communications 2015. [Online]. Available through: <http://www.searchenginepeople.com/blog/125-marketingcommunications-process.html>. ● The Communication Process. 2014. [Online]. Available through: < http://www.cliffsnotes.com/more-subjects/principles-ofmanagement/communication-and-interpersonal-skills/thecommunication-process>.

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