Advertising Promotion Business - Assignment
11 Pages3623 Words150 Views
Added on 2019-12-03
Advertising Promotion Business - Assignment
Added on 2019-12-03
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3Understanding the scope of communication ...............................................................................3Conclusion ......................................................................................................................................9REFERENCES..............................................................................................................................102
INTRODUCTIONAdvertising and promotion are effective marketing tools that help a business enterprise inattracting large number of customer, stimulate them to make purchase and subsequently increasethe profitability of business (Funk, 2013). Advertising is a one way paid form of communicationwhose main aim is to inform the target consumers about its business offerings and boost thesales. It involves use of television, radio commercials, ad in newspapers or magazines etc.Promotion refers to informing the product, product line and brand value to various customers. Itinvolves the use of coupons, rebates,social media marketing, online banners, discounts etc. In thepresent report, learning will be shown regarding the implication of advertising and promotion inWestfield Complex. It is business house situated in Westfield Statford city. The present reportdescribes the importance of ICT in advertising the products offered at complex. With the help ofbusiness plan implication of below the line marketing techniques will be explained. TASK 1Understanding the scope of communication Communication is vital process that assist the business enterprise in spreading awarenessabout products and services (Nicholls, Roslow and Laskey, 2011). It also play a significant rolewithin the business entity such as communicating the business vision, mission and coreobjectives to the stakeholders. It further help in building the brand recognition in market. Themain objective of advertising and promotional communication is to facilitate brand marketingstrategy. The advantage of using communication to business is that it help in boosting the salesof products offered by company. Further, the effective communication help in retaining brandloyal customers and attracting new customers. According to the provided case, the sale ofWestfield Stratford complex are declining with fast pace, the management is facing serious threatof business leaving the city. Therefore, to improve the present situation and increase the sales ofproducts and services offered in complex it is significant for company to improve itscommunication process (Hackley, 2010). For this aspect, Westfield complex can use integratedmarketing technique, which involve use of both traditional and modern advertising andpromotional methods. Therefore, management of complex can make use of television, businessmagazines, trade shows or events, social media marketing or e-commerce sites etc. The3
Westfield Complex can also take help of dynamic techniques like, celebrity endorsement,participating in sponsorship events, instant messaging and M marketing etc. Therefore, itsimportant for company to use the aforementioned advertising and promotional communicationto spread awareness about its offerings and improve the dropping sales of complex by inducingmore customers to buy the offerings (Hanafizadeh, 2012).Process of Communication The more impelling is the communication, the higher the chances are that the prospectivecustomer can be convinced and more the Westfield Complex will be performance well.Therefore, the future sustainability of complex depends upon the effectiveness of communicationprocess to a large extent (Percy and Rosenbaum-Elliott, 2012). For this aspect, it is significantfor entity to give special consideration to advertising and promotional communication. It furtherpertains to transmission of information regarding services, products and other facilities offered incomplex to prospective customers. However, communication process includes various elementslike, source, encoding, channel, decoding, receiver, feedback and noise. Here, management of Westfield complex is source of information who will communicatethe message regarding the brand stores, restaurants and other recreational facilities that customercan avail in complex. Thereafter, the prospective customers will obtain this information andinterpret the information as per their understanding (Huang and Sarigöllü, 2012). However, themanagement can use various channels for communicating this information like, print media,television, social media, direct email, letters etc. further, the customers will reply with the samechannel from which they received information. Thereafter, decoding refers to interpreting thereceived information as per the knowing of customer. After understanding the message, customeris likely to give feedback that will show that they have interpreted the message properly or not.The feedback is important for Westfield complex as it help in knowing the expectations ofcustomers and fulfilling them in better and innovative way (Chan, Ip and Cho, 2010). For example, feedback states that environment of complex is dull and products offeredare not according to the prevailing trends. Thereafter, the information was also distorted andappropriate response could not be received (De Mooij, 2013). Further, the noise refers toproblems and disruptions that impact the interpretation of information sent by Westfield complex4
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