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TABLE OF CONTENTS INTRODUCTION 3 TASK 13: Advertising and Promotion in Business

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Advertising and Promotion in Business TABLE OF CONTENTS INTRODUCTION 3 TASK 13 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 Complex5 2.3 Creative aspects of advertising 6 2.4 Ways working with advertising agencies6 M1 Value of

TABLE OF CONTENTS INTRODUCTION 3 TASK 13: Advertising and Promotion in Business

   Added on 2020-01-15

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TABLE OF CONTENTSINTRODUCTION................................................................................................................................3TASK 1.................................................................................................................................................31.1 Communication process that applies to advertising and promotion......................................31.2 Explaining advertising and promotions industry to the Westfield Complex management...31.3 Assessing regulation of promotion in the UK.......................................................................41.4 Current trends in advertisement and promotion and impact of ICT.....................................42.1 Role of advertising in an integrated promotional strategy.....................................................52.2 Use of branding to strengthen business such as Westfield Complex...................................52.3 Creative aspects of advertising..............................................................................................62.4 Ways working with advertising agencies..............................................................................6M1 Value of using in-house advertisement and promotion........................................................7TASK 2.................................................................................................................................................74.2 Promotional plan for Westfield Complex.............................................................................74.3 Promotional techniques for promotional strategy of Westfield Complex............................84.1 Budget used for campaign.....................................................................................................94.4 Techniques which can be used to measure the effectiveness of campaign..........................9Gantt chart.................................................................................................................................10CONCLUSION..................................................................................................................................10REFERENCES...................................................................................................................................112
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INTRODUCTION In the present era, advertising and promotion has started to play very important role in thesuccess of an organization. Further, it can be stated that these are the tools that help businessenterprise in attracting more customers (Importance of advertisement in today's world, 2015).Companies also use various techniques of advertising and promotion to gain competitiveadvantage over other market players in industry. One of the major benefits of advertisement andpromotion is that it develops brand image of a business enterprise. The present report depicts thecommunication process that applies to advertising and promotion. Other than this, it alsoexplains how promotion is being regulated in UK. This report also highlights the role of brandingin strengthening businesses such as Westfield Complex. TASK 11.1 Communication process that applies to advertising and promotionCommunication can be defined as the way in which information transfers from oneperson to another. At the time of carrying out advertisement and promotion, Westfield Complexneeds to make sure that its communication process is effective. One of the main reasons behindcarrying out promotions is to make more and more people aware about the products and servicesthat are offered by the organization (Sethuraman, Tellis and Briesch, 2011). Therefore, it can bestated that if communication is not effective then Westfield Complex will not be able to transferits message to people in market. With the help of promoting through advertisement onnewspapers, magazines, television, the organization is able to convey the message to all itscustomers. Both direct and indirect ways of communication are used in context of advertisementand promotion. The process of communication consists of sender who encodes an idea intomessage 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 targetedaudience is considered as receiver. 1.2 Explaining advertising and promotions industry to the Westfield Complex managementAdvertisement industry is at its boom because majority of the businesses have startedusing various techniques of advertisement and promotion to increase their customers. Whilecarrying out the above two stated activities, Westfield Complex will come across various kind of3
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organizations. This first among those is general advertisement organization which deals innormal activities related to advertisement such as branding and designing of logo (Wilmshurstand Mackay, 2010.). Westfield Complex may also require taking the help of in-houseadvertisement organizations in order to promote its products and services. Large amount offinance is demanded by in-house agencies to advertise a product. Westfield Complex can alsouse 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 haveknowledge regarding the need and perception of people in the market. Therefore, with the helpof advertisement agencies, Westfield Complex can easily promote itself in an effective manner. 1.3 Assessing regulation of promotion in the UKAt the time of carrying out promotion, companies are required to make sure that theystick to all rules, regulations and laws which have been framed by government or otherregulatory bodies. Further, these rules also forced by businesses to avoid promotion of productsand services which can harm people (O’Guinn and et.al., 2014). Other than this, there arevarious regulatory bodies which are developed to ensure the fact that any kind of fraud do nottakes place via promotion or advertisement of products. The key bodies which regulatepromotion within UK are stated below as: Committee of Advertising Practises (CAP) – The major function of CAP is to developvarious kinds of non-broadcasting and broadcasting codes. These codes are further takencare by Advertisement Standard Authority (ASA). In addition to this, CAP also providesguidance and advice to various organizations in order to create effective advertisementcampaigns which are complied with rules and laws. Bar Standard Broads- Developed in the year 2004, this body deals with the developmentof various regulations in context of advertisement and promotion in UK (Mangold andFaulds, 2009). At the time of promoting any product, it makes sure that the product is notharmful for life of people who will be going to consume it. 1.4 Current trends in advertisement and promotion and impact of ICTIn the past few years, many changes have been occurred in the promotion andadvertisement industry of UK. At the time of developing Westfield Complex, the current trendsin promotion are required to be addressed in the best possible manner. Now-a-days, more4
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