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Introduction to Advertising And Promotion Techniques

   

Added on  2019-12-03

11 Pages3127 Words96 Views
AdvertisingAnd Promotion 1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................4Understanding the scope of communication ...............................................................................4CONCLUSION ...............................................................................................................................9REFERENCES..............................................................................................................................102

INTRODUCTIONAdvertising and promotion are marketing tools used to attract wide range of customersand influence them to purchase various products and services offered by company. Advertisingrefers to transmitting the paid message regrading products information, price, attributes etc. tolarge number of people using television, website banners, print media, billboards etc. On theother hand, promotion refers to boosting the products sales using impulsive means like, celebrityendorsements, events, coupons, social media banners etc (Angoujard, 2005). The objective ofboth promotion and advertising is to increase the demand of product by perfectly differentiatingproduct in market. In this present report, implication of advertising and promotion withinWestfield Stratford City will be explained. Thereafter, with the help of promotional plan thesignificance of below-the-line techniques will be highlighted. TASK 1Understanding the scope of communication Communication is crucial tool that help organization in generating awareness aboutproducts and services. To grab the attention of wide range of prospective customers andinfluence them to make purchase it is important for company to have strong and influencingcommunication system. Communication help businesses in increasing sales, retaining loyalcustomers and develop strong brand recognition. As per the present case scenario, the businesswithin the Westfield Stratford City is decreasing (Belch., 2013). Thereafter, to improve the salesof Westfield complex and increase the customer base it is important for company to increasecommunication level. Advertising is a paid form of communication where information istransmitted to mass media using different channels like television and radio commercials, printedads in business magazines and daily newspapers etc (Bennett and Thiele, 2004). Furthermore,Westfield Complex can also use more dynamic means like, social media marketing, celebrityendorsements 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 andplaced in different parts of Westfied Stratford. Thereafter, promotional tools can also be usedlike, direct email to past customers and informing them new products, services offered inWestfield Complex (McStay, 2013). In addition to this aspect, management can conduct events,3

shows and contest within complex to attract more customers to visit and induce them to makepurchases. Process of communication Communication involves transfer of information about product from sender to receiver.However, communication involves various components like, sender, receiver, message, mode ofcommunication, decoding and feedback. Here, sender will be management of Westfield complexthat will communicate the new services they are offering to prospective customers. The customerwill represent the role of receiver, as they will receive the information and translate the messageon the basis of their knowledge and understanding (Vilanilam and Varghese, 2004). The messagewill contain information about services, products, event shows, new shops, restaurants and otherfacilities 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 messageby customer on the basis of its own understanding (Arens, 2004). After, this customer will givefeedback or response that will indicate the management that they have understood the message ornot. Feedback will also state the expectations of customers and their willingness to visit Wesfieldcomplex. For instance, the management gets negative responses and feedback of customers wasnot favorable. Also, customer stated that they find complex boring and most of products offeredtheir in are branded and costly (Cateora. and Graham, 2007). Further, the communication processused by company was also ineffective as very less responses where received. Therefore, it isimportant for management of complex to improve its communication process. Description about organizations in advertising and promotion industrySince, its inception that most of the business are leaving the Westfield complex and salesare gradually declining, and communication process used by company is also ineffective inboosting sales of business. Therefore, it will be significant for management of complex to takehelp of different organizations in advertising and promotion industry (Dimitrova andRosenbloom, 2011). Therefore, management can outsource the duty of advertising andpromotion of Westfield complex to advertisement agency. The main objective of appointingadvertising agency is that, they are more experienced and skilled in doing promotion andadvertising. Further, they know the market properly and can provide their expert advice which4

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