Ensuring Creativity in Advertising: Strategies for Effective Marketing

This report discusses the importance of advertising and promotion in generating awareness about products and services offered by Westfield Complex. It highlights the role of ICT (Information and Communication Technology) as an innovative marketing technique to improve sales and increase revenue. The report also emphasizes the need for effective communication between management and advertising agencies, as well as adherence to regulations generated by Advertising codes and standards authority.

Advertising
And
Promotion
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Understanding the scope of communication ...............................................................................4
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Advertising and promotion are marketing tools used to attract wide range of customers
and influence them to purchase various products and services offered by company. Advertising
refers to transmitting the paid message regrading products information, price, attributes etc. to
large number of people using television, website banners, print media, billboards etc. On the
other hand, promotion refers to boosting the products sales using impulsive means like, celebrity
endorsements, events, coupons, social media banners etc (Angoujard, 2005). The objective of
both promotion and advertising is to increase the demand of product by perfectly differentiating
product in market. In this present report, implication of advertising and promotion within
Westfield Stratford City will be explained. Thereafter, with the help of promotional plan the
significance of below-the-line techniques will be highlighted.
TASK 1
Understanding the scope of communication
Communication is crucial tool that help organization in generating awareness about
products and services. To grab the attention of wide range of prospective customers and
influence them to make purchase it is important for company to have strong and influencing
communication system. Communication help businesses in increasing sales, retaining loyal
customers and develop strong brand recognition. As per the present case scenario, the business
within the Westfield Stratford City is decreasing (Belch., 2013). Thereafter, to improve the sales
of Westfield complex and increase the customer base it is important for company to increase
communication level. Advertising is a paid form of communication where information is
transmitted to mass media using different channels like television and radio commercials, printed
ads in business magazines and daily newspapers etc (Bennett and Thiele, 2004). Furthermore,
Westfield Complex can also use more dynamic means like, social media marketing, celebrity
endorsements etc. This will further help Westfield complex in increasing the sales of business.
Further, to spread the awareness about products and services banners, hoardings can be used and
placed in different parts of Westfied Stratford. Thereafter, promotional tools can also be used
like, direct email to past customers and informing them new products, services offered in
Westfield Complex (McStay, 2013). In addition to this aspect, management can conduct events,
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shows and contest within complex to attract more customers to visit and induce them to make
purchases.
Process of communication
Communication involves transfer of information about product from sender to receiver.
However, communication involves various components like, sender, receiver, message, mode of
communication, decoding and feedback. Here, sender will be management of Westfield complex
that will communicate the new services they are offering to prospective customers. The customer
will represent the role of receiver, as they will receive the information and translate the message
on the basis of their knowledge and understanding (Vilanilam and Varghese, 2004). The message
will contain information about services, products, event shows, new shops, restaurants and other
facilities that are being offered by Westfield complex. Further, to communicate this information,
management of complex can use various modes like, advertisement, social media marketing,
direct mail, radio commercials etc. further, decoding means understanding the received message
by customer on the basis of its own understanding (Arens, 2004). After, this customer will give
feedback or response that will indicate the management that they have understood the message or
not. Feedback will also state the expectations of customers and their willingness to visit Wesfield
complex. For instance, the management gets negative responses and feedback of customers was
not favorable. Also, customer stated that they find complex boring and most of products offered
their in are branded and costly (Cateora. and Graham, 2007). Further, the communication process
used by company was also ineffective as very less responses where received. Therefore, it is
important for management of complex to improve its communication process.
Description about organizations in advertising and promotion industry
Since, its inception that most of the business are leaving the Westfield complex and sales
are gradually declining, and communication process used by company is also ineffective in
boosting sales of business. Therefore, it will be significant for management of complex to take
help of different organizations in advertising and promotion industry (Dimitrova and
Rosenbloom, 2011). Therefore, management can outsource the duty of advertising and
promotion of Westfield complex to advertisement agency. The main objective of appointing
advertising agency is that, they are more experienced and skilled in doing promotion and
advertising. Further, they know the market properly and can provide their expert advice which
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will be beneficial for organization. However, the future success and sustainability of complex is
depended upon marketing therefore management should select the advertising agency wisely. In
this aspect, management of complex is required to consider various factors like, past experience
of ad agency, its reputation in market etc (Fifield, 2012). In addition to this aspect, cost of hiring
agency should be compared with the prospective benefit. Further, management of complex
should ensure that expenditure incurred in hiring advertising agency does not exceed the benefit.
It is important for advertising agency to be well equipped with new technology, qualified and
creative personnel's etc. The creative-ability of personnel's will help in designing effective
marketing plans that will help in attracting wide range of customers (Nimwegen and et al., 2008).
All the aforementioned factors within advertising agency will help in doing effective marketing
on the behalf of Westfield complex and will result in attainment of overall goals of company.
Further, company can see the past performance of advertising agency before finalizing it.
Regulations of promotions in UK
There are various regulatory bodies that administer the promotional functions done by
various organizations in UK. The main objective of regulating the promotional activities to
protect the interest of prospective customers. Further, it help in reducing fraud and mis leading
advertisements done by companies to boost their sales by misguiding the customers. There are
many regulatory bodies like, Advertising codes, Advertising standard authority etc. that generate
guidelines that must be adhered while doing promotion and advertising. The advertising codes is
a body that lay rules and regulations for advertising agency, media partners etc. Therefore,
Westfield complex should ensure that agency selected by it strictly adhere the regulations laid
down by Advertising codes (Stead, Angus and McDermott, 2007). Further, Advertising
standards authority is a self regulating body that manages and regulates the marketing function of
all the organizations across various media channels in UK. Further, it take strict actions against
organizations found doing false, harmful and misleading advertising and promotional activities.
Further, it also take actions on the complaints of customers who are misguided by wrong
advertisements. The main aim of regulatory bodies is to check the ads and ensure that advertising
and promotions are done within the generated guidelines etc (Saxena, 2009). It also conduct pre
clearance test for commercials where advertisements are critically analyzed by the authority
before giving the company permission to advertise.
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The present trends in advertising and promotion involving the impact of ICT
To assure the fruitful outcomes of advertisement and promotion it is significant for
organization to keep in line with the latest trends and innovation. With this aspect, company can
attract more customers using latest techniques rather than outdated ones. This will further help in
inducing the new consumers and retaining the existing ones (Stover, 2007). Therefore, it is
important for complex to adopt latest technology matching with the present environment and
trends. In this aspect, management of complex can use Information and communication
technology, which is widely used by business organizations to increase its customer base by
spreading awareness about its products and services.
Presently, communication is depended on technology up to a large extent. With the help
of modern and innovative information and communication techniques, management of
Westfield complex can improve its dropping sales and invite more customers to visit complex
and make purchase (Belch, 2013). ICT involves use of latest techniques like, instant messaging,
video conferencing, social media marketing, banners on online portals etc. Further, new website
can be designed with the help of ICT which will contain the information about stores, outlets, fun
zones, restaurants and other recreational facility available in Westfield complex. Further, to
attract the customers outside the Westfield Strattford city, some information about the city,
tourist points can also be provided on the portal (Bennett and Thiele, 2004). This is because
tourism will directly impact the business of complex as the number of prospective customers will
be increased. Moreover, it is feasible for complex to use ICT for increasing its business.
Further, by adopting ICT as means of advertising and promotion, the complex is getting
fruitful outcomes. Communication channels is improved, the problem of distortion of
information is reduced. The customers can directly express their view, suggestions and
experience on website therefore, feedback process is also improved. The customers needs can be
identified and fulfilled in better way (McStay, 2013). Therefore, the sales are improving and
business are doing better. The customers outside the Strattfford City are also getting attracted
and visiting the Westfield complex. Thereafter, it is also cost effective method and company is
not required to expend too much in hiring advertising agency etc. Overall, it can be said that ICT
has a affirmative impact on the growth, sustainability of Westfield complex.
Role of advertising and an integrated promotional strategy
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The integrated promotional strategy means using a mix of traditional and modern
marketing methods for attracting customers. In this aspect, management of complex can use
traditional ways like, hoardings point of sale, television and radio commercials, ads in
newspapers etc. Further, to promote business, complex can take part in charity or other welfare
programs. Thereafter, for modern ways company can use social media marketing which is most
effective tool at present (Vilanilam and Varghese, 2004). Banners can designed representing the
services offered at Westfield complex also, social groups and pages can be designed in the name
of Westfield complex. Tag line like '' Visit for Unique experience” etc can be used. In addition to
this aspect, digital marketing can be used where website can be designed to attract more
customers. Further, instant messaging can be done to past customers to make repetitive purchase
whereas, to attract new customers fashion events, or musical, dance contest etc can be organized
within complex (Arens, 2004). Overall, it can be said that integrated marketing is effective
approach that help in attracting large number of customers by spreading awareness about
services and products offered in Westfield complex.
Branding used for strengthening business of Westfield complex
Branding can be termed as procedure for developing distinct name and picture for
product and services offered in Westfield Complex in the mind of customers. This further help
in developing differentiated image of company in market and get edge over other competitors.
With the help of branding complex can retain its repetitive customers and differentiate services
offered in Westfield complex with that of other competitors. Branding will also help company in
building trust and confidence among consumers in respect to the brand. Further, branding will
also facilitate promotional activities done by complex (Cateora. and Graham, 2007). This will
also reduce the vulnerability against competitive strategies of rivals. Therefore, to facilitate
branding complex can use its name; Westfield complex, tag line; “ Visit for Unique experience”
or Happy to serve you etc. In addition to this complex can also design attractive logo that will
help in providing new identity to complex (Dimitrova and Rosenbloom, 2011). Therefore, by
developing strong brand image, complex can ensure its recognition and attract more customer on
the basis of it. Further, it will also improve the efficiency of marketing communication process.
Overall, it can be said that its is favorable for Westfield complex to do branding and develop
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strong brand image. With this aspect, it can improve its margin and ensure brand loyalty among
customers.
Review off creative aspect
The creative advertising will help the management of Westfield complex in developing
long lasting image in the eyes of customers. It will also help in attracting more customers and
developing positive attitude towards service and products offered in complex. Further, creative
advertising will help in inducing more people to visit complex and avail the services and
products offered in complex. Further, to sustain in intense competitive environment, it is crucial
for company to adopt creative advertising (Fifield, 2012). This will also help complex in
imp[roving the declining sales, encourage more business to set up in complex and will induce
more buyers to visit and make repetitive purchase. However, to design creative advertisements,
management of complex is required to consider three factors; creative personnel's, process and
situations. The creative personnel's will determine new and innovative ways to attract customers
like, theme based events etc (Nimwegen and et al., 2008). Further, creative process refers to
making advertising so effective that prospective customer is impelled to go through the entire
advertisement. Thereafter, creative situation refers to those factors and terms that transform the
creative imagination into reality. Therefore, all these factors will help in ensuring creativity in
advertisement.
Ways of working with advertising agencies
The advertising agency refers to organization that execute the marketing functions on
behalf of other business enterprise. Since, its inception that management of Westfield complex is
intending to outsource is marketing activities to advertising agency. Therefore, it is important for
complex to work properly with agency (Stead, Angus and McDermott, 2007). In this aspect,
complex should ensure development of corporate terms with agency so that both the parties are
mutually benefited. There must be strong communication between management of complex and
ad agency. The agency should communicate marketing strategies adopted by it and management
should take follow up of marketing actions (Saxena, 2009). Further, management of complex
should ensure that agency works within the provided budget only. Further, agency should be
permitted to perform its operations in own style. However, there should not be too must
interference by management. This will help in attaining the overall goals of Westfield complex.
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CONCLUSION
Summing up the entire report, it can be concluded that advertising and promotion are
effective too that help in generating awareness about products and services offered in Westfield
Complex. ICT is innovative marketing technique that help in improving the dropping sales and
increase the margin of complex. Thereafter, by adhering the regulations generated by
Advertising codes, Advertising standard authority complex can perform its advertising functions
within the legal framework. The creative aspect in advertisement help in grabbing more attention
of prospective customers.
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REFERENCES
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Arens, F. W., 2004. Contemporary Advertising. Tata McGraw-Hill Education.
Belch., 2013. Advertising and Promotion. 6th ed. Tata McGraw-Hill Education.
Bennett, R. and Thiele, R. S., 2004. Customer satisfaction should not be the only goal. Journal of
Services Marketing. 18(7). pp.514 – 523.
Cateora, P.R. and Graham, J.L. 2007. International marketing, 13th Ed. New York: Mcgraw-
Hill.
Dimitrova, B. and Rosenbloom, B., 2011. The marketing mix paradigm and the Dixonian
systems perspective of marketing. Journal of Historical Research in Marketing. 3(1).
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McStay, A., 2013. Creativity and Advertising: Affect, Events and Process. Routledge.
Nimwegen, G. and et al., 2008. A stakeholder perspective on mission statements: an
international empirical study. International Journal of Organizational Analysis. 1(2).
pp.61–82.
Saxena, R., 2009. Marketing Management 4E. Tata McGraw-Hill Education.
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Stover, J. S., 2007. Making marketing work for your library blog. Internet reference services
quarterly. 11(4). pp. 155-167.
Vilanilam, V. J., and Varghese, K. A., 2004. Advertising Basics!: A Resource Guide for
Beginners. SAGE.
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