Advertising and Promotion Strategies

This assignment delves into the multifaceted realm of advertising and promotion. It examines various promotional strategies, analyzes their effectiveness, and explores the influence of digital marketing, particularly social media, on contemporary branding. The document draws upon academic research and industry insights to provide a comprehensive understanding of how businesses leverage advertising and promotion to achieve their marketing objectives.

Advertising and
Promotion in
Business
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Communication process that applies to advertising and promotion......................................3
1.2 Explaining advertising and promotions industry to the Westfield Complex management...3
1.3 Assessing regulation of promotion in the UK.......................................................................4
1.4 Current trends in advertisement and promotion and impact of ICT.....................................4
2.1 Role of advertising in an integrated promotional strategy.....................................................5
2.2 Use of branding to strengthen business such as Westfield Complex...................................5
2.3 Creative aspects of advertising..............................................................................................6
2.4 Ways working with advertising agencies..............................................................................6
M1 Value of using in-house advertisement and promotion........................................................7
TASK 2............................................................................................................................................7
4.2 Promotional plan for Westfield Complex.............................................................................7
4.3 Promotional techniques for promotional strategy of Westfield Complex............................8
4.1 Budget used for campaign.....................................................................................................9
4.4 Techniques which can be used to measure the effectiveness of campaign..........................9
Gantt chart.................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
In the present era, advertising and promotion has started to play very important role in the
success of an organization. Further, it can be stated that these are the tools that help business
enterprise in attracting more customers (Importance of advertisement in today's world, 2015).
Companies also use various techniques of advertising and promotion to gain competitive
advantage over other market players in industry. One of the major benefits of advertisement and
promotion is that it develops brand image of a business enterprise. The present report depicts the
communication process that applies to advertising and promotion. Other than this, it also
explains how promotion is being regulated in UK. This report also highlights the role of branding
in strengthening businesses such as Westfield Complex.
TASK 1
1.1 Communication process that applies to advertising and promotion
Communication can be defined as the way in which information transfers from one
person to another. At the time of carrying out advertisement and promotion, Westfield Complex
needs to make sure that its communication process is effective. One of the main reasons behind
carrying out promotions is to make more and more people aware about the products and services
that are offered by the organization (Sethuraman, Tellis and Briesch, 2011). Therefore, it can be
stated that if communication is not effective then Westfield Complex will not be able to transfer
its message to people in market. With the help of promoting through advertisement on
newspapers, magazines, television, the organization is able to convey the message to all its
customers. Both direct and indirect ways of communication are used in context of advertisement
and promotion. The process of communication consists of sender who encodes an idea into
message and sends it to receiver where task is performed for decoding the message (Hackley,
2005). In advertisement and promotion, business enterprise is termed as sender and targeted
audience is considered as receiver.
1.2 Explaining advertising and promotions industry to the Westfield Complex management
Advertisement industry is at its boom because majority of the businesses have started
using various techniques of advertisement and promotion to increase their customers. While
carrying out the above two stated activities, Westfield Complex will come across various kind of
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organizations. This first among those is general advertisement organization which deals in
normal activities related to advertisement such as branding and designing of logo (Wilmshurst
and Mackay, 2010.). Westfield Complex may also require taking the help of in-house
advertisement organizations in order to promote its products and services. Large amount of
finance is demanded by in-house agencies to advertise a product. Westfield Complex can also
use the services of professional ad agencies to promote and market its products and services.
Further, it can be stated that the above stated organizations are very experienced and also have
knowledge regarding the need and perception of people in the market. Therefore, with the help
of advertisement agencies, Westfield Complex can easily promote itself in an effective manner.
1.3 Assessing regulation of promotion in the UK
At the time of carrying out promotion, companies are required to make sure that they
stick to all rules, regulations and laws which have been framed by government or other
regulatory bodies. Further, these rules also forced by businesses to avoid promotion of products
and services which can harm people (O’Guinn and et.al., 2014). Other than this, there are
various regulatory bodies which are developed to ensure the fact that any kind of fraud do not
takes place via promotion or advertisement of products. The key bodies which regulate
promotion within UK are stated below as: Committee of Advertising Practises (CAP) – The major function of CAP is to develop
various kinds of non-broadcasting and broadcasting codes. These codes are further taken
care by Advertisement Standard Authority (ASA). In addition to this, CAP also provides
guidance and advice to various organizations in order to create effective advertisement
campaigns which are complied with rules and laws.
 Bar Standard Broads- Developed in the year 2004, this body deals with the development
of various regulations in context of advertisement and promotion in UK (Mangold and
Faulds, 2009). At the time of promoting any product, it makes sure that the product is not
harmful for life of people who will be going to consume it.
1.4 Current trends in advertisement and promotion and impact of ICT
In the past few years, many changes have been occurred in the promotion and
advertisement industry of UK. At the time of developing Westfield Complex, the current trends
in promotion are required to be addressed in the best possible manner. Now-a-days, more
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emphasis is laid on modern tools of advertisement and promotion as they are cost effective
(Hackley, 2005). Internet has emerged as one of the most effective and potential platform to
market for advertising products. Westfield Complex can promote itself on social media sites
such as Facebook, Twitter, etc. Other than this, it can use email to make more number of people
aware about the same. As per the current trend, more importance is given to advertisement and
promotion through Internet as compared to newspapers, television and radios.
Informational and Communication Technology (ICT) has also started to play a very
important role in advertisement industry. Westfield Complex, regardless of its size and nature,
can use ICT to improve its demand and enhance the degree of customer services. The Complex
can use various kinds of tools and techniques that are provided by ICT. For instance, tools such
as telemarketing, direct mailing, and questionnaire on internet can be very helpful for Westfield
Complex to attract more and more people.
2.1 Role of advertising in an integrated promotional strategy
One of the main reasons behind development of a promotional strategy is to make people
aware about the products and services offered by a business enterprise in market. Advertisement
can play very important role in the promotional strategy of Westfield Complex. The rationale
behind this is that the Complex will be required to pay money for the ads messages that will be
going to deliver in the market (Sethuraman, Tellis and Briesch, 2011). Further, paying for ads
means higher degree of control over the message, design, colour combinations, graphics,
locations and time factors of Westfield Complex ads. It will be also helpful in creating more
awareness among all the people regarding information about Complex in the market. At the
time of developing its promotional strategy, Westfield Complex can use advertisement to
provide relevant information to all individuals. Other than this, effective advertisement can be
very helpful in creating value proposition in the minds of customers (Ewen, 2008). At the time
of developing promotional strategy, advertisement will also help in developing brand image of
the Complex.
2.2 Use of branding to strengthen business such as Westfield Complex
Branding can be defined as the process of developing a unique name or identity of a
product or service. In simpler terms, it is the process of building trust by an organization with all
the internal and external stakeholders (Heerde and et.al., 2013). It can be also stated that products
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are manufactured in factory but brands are developed in the mind of customers. One of the major
reasons for why people are attracted toward products is their perception regarding the same.
Branding can results into increase in sales and profitability of businesses such as Westfield
Complex. On the other hand, it will be also very helpful in developing uniqueness of the same.
The core benefit of branding includes awareness, reputation, and enhancement of customer
satisfaction and reputation of the college.
2.3 Creative aspects of advertising
In the present scenario, creativity has become one of the most essential elements of
advertisement. In order to attract more customers and gain competitive advantage in
marketplace, businesses such as Westfield Complex are required to be highly creative. Below
mentioned are the creative aspects of advertisement in context of Westfield Complex: Creative process- One of the major and most important aspects which are required to
develop a creative advertisement is creative process (Morrison and et.al., 2011).
Westfield Complex needs to ensure that at the time of developing ads, the process
should be unique and highly innovative. Creative situations- These are also required by Westfield Complex to develop effective
and highly creative advertisements. Situation includes surrounding and environment
where the Complex operates.
 Creative persons- The last requirement is to develop creative ads by the team of creative
personnel who can provide innovative and unique ideas or suggestions to the Westfield
Complex.
2.4 Ways working with advertising agencies
At the time of working with advertisement agencies businesses such as Westfield
Complex needs to take care of various factors Companies can also measure the effectiveness of
their advertisement campaigns by analysing the sales of business (Shimp and Andrews, 2013).
Three ways to work with advertisement agency are explained below as: Be technical- It can be stated that behind every advertisement, there is a proper applied
science. In order to develop more effective and unique advertisement, organizations are
required to have a team of skilled and technically advanced personal
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 Knowing customers- Companies are required to know their customers before
developing any kind of advertisement (Chu and Keh, 2006). If the ads do not meet the
need and expectation then it won’t be able to attract desired customers.
 Be flexible- At the time of working with advertisement agencies, organizations are
required to be more flexible. Better flexibility will results in developing effective ads
and catch attention of more customers.
M1 Value of using in-house advertisement and promotion
There are some advantages and disadvantages to companies at the time of working with
in house advertisement team (Steenkamp and et.al., 2005). One of the main advantages is that it
has high degree of control over their ads and videos. Along with this, in-house creative teams
also have better knowledge regarding the products and services offered by a business enterprise
as compared to external agencies (Major Methods of Advertising and Promotion, 2015). All the
needs and requirement of organization along with regulations and legislation are well
understood by in-house teams. The chances of conflict also become very low while working
with in-house advertisement teams. On the other hand, in-house teams have limited capabilities,
resources and skills as compared to external agency (Hutt and Speh, 2005). The economies of
scale used by in-house advertisement teams is also very less in comparison to external agencies.
TASK 2
4.2 Promotional plan for Westfield Complex
The promotional plan for Westfield Complex is developed to attract people and tenants
in the complex. The plan is mentioned below as: Setting up goals- One of the major goals of Westfield Complex is to catch the attention
of more and more individuals. Along with this, it also wants to achieve 10% growth in
sales every year. Determining target markets- The target market will be based on demographics
distribution. Westfield Complex will attract individuals who belong to middle and
higher income group. Majority of them will include person between the age group of 25
to 55years.
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 Differentiating complex- Westfield Complex will use effective strategies and techniques
of promotion to attract customers. This includes advertisement and promotion of all
unique things which are offered by the Complex (Pechmann and et.al., 2005). Arranging resources- Westfield Complex will also make arrangement of all resources
which will be required to carry out promotion. This includes human, financial,
technological and marketing resources.
 Defining techniques of promotion- The techniques of promotion which will be used in
promoting Westfield Complex includes direct marketing, public relations, contest and
events.
SMART Objectives for Westfield Complex are stated below as:
 Attracting more than 20,000 people in the first six months.
 Increasing sales every year by 10%.
 Covering the overall cost of Westfield Complex in one year.
The targeted audience has explained that the promotion of Westfield Complex was very
effective. . Other than this, they have become aware about the kind of products and services that
are offered by Westfield Complex.
4.3 Promotional techniques for promotional strategy of Westfield Complex
The key techniques of promotion that will be used by Westfield Complex are mentioned
below as: Direct marketing- As per this technique, personal letters and catalog will be used by
Westfield Complex to communicate with target audience. Further, with the help of
various communication forms, the complex will directly promote its products and
services to people (Cravens and Piercy, 2006). Public relation- It is a kind of activity in which Westfield Complex will communicate
its products to all those people who are interested in their activities. Further, the complex
will be using informative messages and advertisements calls to develop trust among
people.
 Events- Westfield Complex will also plan and carry out events at public places to inform
and communicate with its target audience.
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All the objectives developed by Westfield Complex are integrated with the promotional
activities which have been chosen by the complex. Further, at the time of selecting techniques
of promotion, objectives were taken into consideration.
4.1 Budget used for campaign
At the time of developing its budget, Westfield Complex is required to follow a proper
structure which is mentioned below as: Identifying the climate of market- It is the first stage of developing a budget where the
complex will be required to assess the climate of market in which it is operating. Evaluating strengths and weakness- Westfield Complex needs to identify its core
strengths and weakness in order to develop an effective budget.
 Assessing the resources available- The Complex will be also required to assess all the
human and financial resources available with them.
After addressing all the above stated elements, the budget for Westfield Complex will be
£50,000. The complex will make sure that all its promotional activities will get completed
within this particular budget.
4.4 Techniques which can be used to measure the effectiveness of campaign
Westfield Complex needs to make sure that it is using effective techniques to measure
the effectiveness of its promotional campaigns. The reason behind why measurement is
essential is that it will help the Complex to identify key loop holes in campaign. Some effective
techniques are mentioned below as:
 Carrying out survey of all those people which have attended the promotional
campaigns of Westfield Complex. It can also carry out comparison between the actual
results received after campaign from the desired results.
 Westfield Complex will be distributing coupons and therefore effectiveness can be
determined on the basis of number of coupons sold.
Gantt chart
Table 1Gantt Chart
Activities Week 1 Week 2 Week 3 Week 4 Week 5
Developing
aims and
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objectives of
promotional
campaign
Setting up
promotional
budget
Identifying
target market
Defining tools
and techniques
for promotions
Developing
promotional
plan
Implementing
the plan
Evaluation of
the
promotional
plan
CONCLUSION
From the above report, it can be stated that advertisement and promotion plays very
important role in the success of an organization. Westfield Complex can use various techniques
of promotion to attract customers and increase its sales. From the above report, it can be
concluded that before developing promotional strategies, businesses are required to be very
clear about marketing objectives and strategies related to promotion. Other than this, Westfield
Complex can measure the effectiveness of its promotional campaign by comparing actual
results with the desired ones.
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REFERENCES
Books and Journals
Chu, S. and Keh, H. T., 2006. Brand value creation: Analysis of the Interbrand-Business Week
brand value rankings. Marketing Letters. 17(4). pp.323-331.
Cravens, D. W. and Piercy, N., 2006. Strategic marketing. New York: McGraw-Hill.
Ewen, S., 2008. Captains of consciousness: Advertising and the social roots of the consumer
culture. Basic Books.
Hackley, C., 2005. Advertising and promotion: communicating brands. Sage.
Heerde, H. J. V. and et.al., 2013. Price and advertising effectiveness over the business
cycle. Journal of Marketing Research. 50(2). pp.177-193.
Hutt, M. D. and Speh, T.W., 2005. Business Marketing Management. South-Western Publishing
Company.
Mangold, W. G. and Faulds, D. J., 2009. Social media: The new hybrid element of the promotion
mix. Business horizons. 52(4). pp 357-365.
Morrison, M. A. and et.al., 2011. Using qualitative research in advertising: Strategies,
techniques, and applications. Sage Publications.
O’Guinn, T. and et.al.,2014. Advertising and integrated brand promotion. Cengage Learning.
Pechmann, C. and et.al., 2005. Impulsive and self-conscious: adolescents' vulnerability to
advertising and promotion. Journal of Public Policy & Marketing. 24(2). pp.202-221.
Sethuraman, R., Tellis, G. J. and Briesch, R. A., 2011. How well does advertising work?
Generalizations from meta-analysis of brand advertising elasticities. Journal of
Marketing Research. 48(3). pp.457-471.
Shimp, T. and Andrews, J. C., 2013. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
Steenkamp, J. B. E. and et.al., 2005. Competitive reactions to advertising and promotion
attacks. Marketing science. 24(1). pp.35-54.
Wilmshurst, J. and Mackay, A., 2010. Fundamentals of Advertising. Routledge.
Online
Importance of advertisement in today's world. 2015. [Online]. Available through
<http://www.selfgrowth.com/articles/importance-of-advertisements-in-today-s-world>.
[Accessed on 3rd February, 2016].
Major Methods of Advertising and Promotion. 2015. [Online]. Available through
<http://managementhelp.org/marketing/advertising/methods.htm>. [Accessed on 3rd
February, 2016].
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