Advertising and Promotion Techniques Assignment
Added on 2019-12-03
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ADVERTISING ANDPROMOTION
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Communication process of advertising ...........................................................................31.2 Brief explanation of the organization in the advertising and promotions industry to theWestfield Complex management...........................................................................................41.3 Ways in which promotion is regulated in UK .................................................................41.4 Current trends in advertising and promotion and impact of ICT.....................................5TASK 2............................................................................................................................................62.1 Role that advertising agency could play in integrated promotion strategy of Westfield.62.2 Use of branding for strengthening a business ..................................................................72.3 Creative aspects of adverting in respect to Westfield......................................................72.4 Ways of working with advertising agency.......................................................................8TASK 3 Covered in PPT..................................................................................................................9TASK 4............................................................................................................................................94.2 Above the line techniques and comprehension of target audience...................................94.3 Planning of integrated promotion strategy and formulation of SMART objectives........94.1 Process of formulating integrated promotion of the product .........................................104.4 Techniques to measure effectiveness of marketing campaign ......................................11CONCLUSION..............................................................................................................................11RFERENCES...................................................................................................................................1
INTRODUCTIONWestfield is the UK largest shopping complex and it is operating in competitiveenvironment. Currently, it is facing lots of problems in increasing revenue of its product. In thisreport, adverting and promotion techniques are discussed in detail. Along with this, integratedpromotion strategy is also discussed. In order to prepare an effective integrated advertisementbudget steps that can be follow in this regard are also explained in the report. Special stress isgiven on use of social media and mobile marketing in this report. Further, benefits that anorganization can get by using these techniques is also discussed in detail. At the end of thereport, techniques that can be used for measuring performance of advertising campaign are alsopresented and discussed in detail. TASK 11.1 Communication process of advertising Following is the communication model which most of the organizations follow formarketing communication. Steps in this regard are given below.Source- In order to initiate communication, lot of information is collected either byadvertisement agency or by the company. Advertisement is not merely an attempt tocommunicate about the product it is an attempt to create a demand for the product byaddressing demand forces which acts as heart of customer final decision makingcompany can trigger demand for its product. Hence, from various sources advertingagency or company collects information about consumer behavior of the peopleregarding product (Ailawadi, et.al., 2009). Consumer behavior refers to the purchasingpattern of the people and factors which affects their buying decisions. Factors may bereference group and opinion leadership etc. After collecting relevant data andcomprehending same advertisement message is draft by the company.Message- At this stage, advertising agency frame a message regarding advertisement. Adagency experts will consider the data collected by research will draft an advertisingmessage. This message will be addressed to the target audience in a specific way(Ataman, Van Heerde. and Mela, 2010). Channel- At this stage advertisement agency and client company will mutually decidesthe source from which product will be advertised. Channel of communication may be
social media, T.V, radio or mobile etc. Advertisement agency by considering targetaudience and the channel of communication they often use will decide a channel throughwhich it will communicate its advertised message .Receiver- Receiver refers to the person to whom message is addressed. In other words, itcan be said that these are those people to whom an organization wants to approach byway of advertising its product. After communication of message this process comes toend.1.2 Brief explanation of the organization in the advertising and promotions industry to theWestfield Complex management.Westfield is operating in competitive industry and its main focus is on preparing environment friendly atmosphere. On other hand, its product sales is going down due to nonadvertisement of the product and entire focus is on creating environment friendly image of anorganization. Due to this reason, its sales are continuously declining. On other hand, itsoperations are very complex and its advertising process is also very complex. Hence, Westfieldis required to simplify its advertising procedure (DelVecchio, Henard. and Freling, 2006).Moreover, it also needs to focus on advertising its product at place of doing institutionaladvertising on theme of environment protection. By company doing so it can elevate its sales. Inorder to create this environment protectionist image company is spending huge amount of moneyin developing its technology that leads to less waste and saves energy. On one hand Westfieldsales is declining and on the other hand it is making heavy expenditures on up-gradation ofexisting technology base. As a result, it has less cash to run its operations in smooth and effectivemanner (Irwin, Sutton and McCarthy, 2008). Moreover, complexity of its operations also createsa lot of problems for the company. Hence, as an advertising promotion manager it is highlyrecommended that a company must advertise its product and must spend less on greentechnology.1.3 Ways in which promotion is regulated in UK In order to regulate promotions in UK there are several rules and regulation. In currenttime, most of the advertisements are bad in taste and present many unacceptable things in theiradvertisement which is socially unacceptable by the people. In order to prevent companies fromcommitting these mistakes there are some rules and regulation which they requires to followwhile preparing advertisement for their product. These regulations compel advertising
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