Report on Advertising and Promotion at Westfield Complex
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Added on 2019-12-03
Report on Advertising and Promotion at Westfield Complex
Added on 2019-12-03
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ADVERTISING ANDPROMOTION
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Communication process that applies to advertising and promotion at Westfield Complex................................................................................................................................................11.2 Background of advertising and promotion industry.........................................................21.3 Promotional regulations in UK.........................................................................................31.4 Current trends in advertising and promotions including the impact of ICT in WestfieldComplex.................................................................................................................................32.1 Role that advertising can play in an integrated promotional strategy for WestfieldComplex.................................................................................................................................42.2 The way in which branding can be used to strengthen a business such as the WestfieldComplex.................................................................................................................................52.3 Review of creative aspects of advertising in the context of Westfield Complex.............52.4 Various ways of working with advertising agencies........................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
INTRODUCTIONIn modern business world, to become successful, use of promotion and advertisementshould be effectively done in order to sustain in the market. Advertisement is a type of marketingcommunication tool which is used for selling or promoting something. On the other hand,promotion is a process through which customer’s awareness is raised towards brand or product(Fay, 2006). Through promotion, brand loyalty increases and it also helps in generating sales.This report is about Westfield Stratford City which is a metropolitan capital for East London, adynamic and innovative place for a new generation of consumers to shop, to eat, to meet, to beentertained and to stay. This report covers four learning outcomes which include scope ofcommunication process that is applied to advertising and promotion at Westfield Complex alongwith the importance and techniques of advertisement and process for the formulation of a budgetfor an integrated promotional strategy.TASK 11.1 Communication process that applies to advertising and promotion at Westfield ComplexIn simple words, communication means sharing of information to others with an aim ofexchanging ideas which develop understanding among the communicators. Westfield StratfordCity has to use effective communication process for updating customers regarding the servicesand products delivered by them (Alvare and Casielles, 2005). For effective communicationprocess, the key elements are encoding, channels and signals, receiver and decoding, feedbackand noise. In the communication process, if any of the elements will get absent then the processwill be distorted. It is very important for an advertiser to analyze the sources through which he tends toconnect with the customers. AIDA model can be used by Westfield Stratford City for effectivepromotion and advertisement. AIDA (Attraction, Interest, Desire and Action) model helps indeveloping the strategies for communication and also helps in interacting with the customerswhich enables them in responding better to their desires and needs (Fam, Waller and Erdogan,2004). This model will help Westfield Stratford City in developing an effective advertisementprocess which would create excitement among customers. For keeping the interest ofadvertisement, customer’s requirements must be undertaken as this will show cast the interest ofindividuals. Once the interest is developed among customers, then desire would be created. For1
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