Marketing Communications and Advertising

This assignment delves into the realm of marketing communications and advertising. It examines various aspects of these fields, including the components of the communication process, the impact of advertising on consumer behavior, and different types of marketing promotions. The provided readings offer insights into topics such as advertiser satisfaction with creative products, children's understanding of television advertising, cultural convergence in Japanese advertising, and the effectiveness of new product launches and sales promotions. Furthermore, the assignment explores sensitive themes in advertising and the role of risk management in advertising and promotion budgeting.

ADVERTISING
AND
PROMOTION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Communication processes applied to advertisement and promotion ...................................1
1.2 Background of organization in promotion and advertising industry....................................2
1.3 Promotion regulations in UK ...............................................................................................3
1.4 Current trends in advertising and promotions ......................................................................4
2.1 Role that advertisement play in integrated promotional strategy .........................................5
2.2 Use of branding in strengthen a business .............................................................................6
2.3 Reviewing creative aspect of advertising .............................................................................6
2.4 Examining ways of working with organizational agencies ..................................................7
TASK 2 ...........................................................................................................................................7
Covered in PPT...........................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Advertising and promotion includes several types of techniques which are used by
business organization to promote their products and services in the eyes of customers so that they
can get attracted towards it and venture can get more of the revenue and profits. Advertising is an
organized form of marketing communication whose purpose is to inform customers regarding the
existing or newly launched products and services (Hill, 2006). On the other side, promotion is a
term which is continuously used in marketing and it constitutes different marketing mix
elements. Further, it is also treated as a process of disseminating information regarding the
product or service, brand or company etc. However, advertisement is considered as a costlier
method as compared to promotion because it involves huge cost in setting banners, hoardings
and others.
In relation to the above mentioned topic, this present report has been prepared on
Westfield Stratford City which is a metropolitan capital for East London and is considered as a
city within a city. Further, it is also a dynamic and innovative place for new generation of
customers so that they can shop around and get entertained in different ways they want.
TASK 1
1.1 Communication processes applied to advertisement and promotion
Communication is treated as a process in which different facts and ideas have been
conveyed from one person to another. In a simple manner, it is considered as a technique where
information has been exchanged from one person to another in a simplest and understandable
manner. Westfield Stratford City has to use impressive communication techniques so that
customers can come to know regarding different offers and discounts which are impelling within
shopping mall (Lawlor and Prothero, 2008). Moreover, for effective communication, different
elements play a crucial role and if, any element stops functioning then the whole process will be
affected.
Different elements of communication process have been discussed down under:
 Sender: Sender is the one who sends the message with the help of different types of
symbols like words or graphics so that sent message can become more attractive and can
be easily understood by the receiver.
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 Encoding: For proper conveying, sender uses different symbols like images, actions or
words so that the message is clearly and easily understood by the receiver.
 Message: Message is generated when sender comes with an idea to promote something.
Sender should keep one thing in mind that the motive of messaging should be conveyed
effectively.
 Medium: Medium is the way through which message will be conveyed to the receiver.
Westfield Stratford City should use the best medium so that message can be easily
understood by the receiver (West and Prendergast, 2009).
 Receiver: Receiver is the one who receives the message and tries to understand that
message in the most possible manner for achieving his/her objectives.
 Decoding: Here, receiver attempts to convert the message in such a manner in which he
or she will be able to generate the best meaning in order to complete their understanding
about the message.
 Feedback: It is the process where receiver gives response to the sender that he has
obtained the message and understood in the same sense as which was meant by the
sender.
If, Westfield Complex considers these elements at the time of advertising and promotion
then they will be easily able to convey their message with the best of response from the receiver.
1.2 Background of organization in promotion and advertising industry
Westfield Stratford City is a shopping mall in London and it is considered as one of the
largest urban shopping malls in the whole Europe. Further, the mentioned shopping mall is also
treated as a third largest shopping malls in the UK in terms of retail space. Further, Westfield
Complex is close to London Olympic Park which opens a whole new place for public in order to
experience the City.
Further, the advertising and promotion industry has a broad background because every
business enterprise uses different forms of marketing communication in order to encourage their
sale and attract audience towards their products and services (Irwin, Sutton and McCarthy,
2008). Moreover, plenty of organizations are working in advertising and promotion industry and
they all have a complex structure. Further, these organizations have their own specifications and
they focus on making close relationship with one another. Some of them have been explained
down under:
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 Advertising agencies: Generally, advertising agencies are the individuals or
organizations that render advertisement services to the client ventures. The main role of
these agencies is to render services related to promotional campaigns, buying and
scheduling of media, integrating and buying promotional materials etc. Client Companies advertisers: Here, clients are treated as advertisers and they are the
people who request for making an effective advertisement for their existing or newly
launched product or service (Weinberg, 2012). Interactive advertising agencies- These organizations deal with advertising media like
internet and television advertisement. Further, they also use popular websites like
Facebook, YouTube etc. in order to promote organization’s products and services.
 Media suppliers: Media suppliers are treated as the fastest tools for advertisement and
promotion as they generally provide wide range of different sources for the purpose of
promoting different products and services. These includes advertisement in newspaper,
television, radio, magazines, etc. However, each and every source has their own
limitations and advantages.
1.3 Promotion regulations in UK
There are various rules and regulations which are imposed by the government of UK and
it is needed to be followed by all the organizations working there in. Some of these are stated
below:
 Advertising Standard Authority (ASA) ASA is responsible for maintaining standards
in the advertisement industry within UK. The main functioning of it is to regulate the
sales promotion, content of advertisement and direct marketing (Kasper, 2005). Further,
this organization also acts against the complaints so received and check the media to take
actions against the harmful and misleading advertisement.
 Promotional Marketing Council of Europe (PMC) This association speaks about sales
promotion in whole Europe which includes clients, agencies, different suppliers and
various other parties.
 Sale of goods act: This act analyses that product or service which is given to the
customers is in the fruitful condition or not. Moreover, products provided by the
organization should not be faulty and not lead to bad impression in the eyes of
individuals.
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 Unfair trade act: This act protects individuals form misleading contents rendered by
business venture. It focuses on visualizing that organization is giving the same products
or services which they have promised to give in the advertisement. Moreover, providing
false information to the individuals in terms of standard, quality, quantity, model, etc.
will affect the performance of organizations which are existing in Westfield Stratford
City.
1.4 Current trends in advertising and promotions
With the passage of time, people have improved their standards and they have started
using different electronic mediums like TV, mobile, computer laptop, etc (Feng, D’Amours and
Beauregard, 2010). The latest trend in advertising and promotion is stated down under: Advertisement with help of television: Westfield Stratford City can use this source in
order to advertise the different organizations which exists in the complex. However, this
method is much costlier in terms of expenditure and organizations have to invest more in
hoardings, billboards, banners, etc. Moreover, some organizations hire films starts for
advertisement which genuinely raise the guarantee and quality of the product.
 Internet: Internet is one of the easiest and cheapest way to advertise products or services.
Different SEO techniques can be implemented so that one's cite get top on the list. This
generally attracts large number of audience towards the organization website. Few
popular website like youtube.com, vnexpress.net, etc. can be used by Westfield Complex
for advertisement.
Apart from this, Information and Communication Technology (ICT) has developed
significant opportunity to make a effective relationship with B2B and B2C. ICT is a technique
through which organization is able to communicate with large number of audience (Grimson and
Pyke, 2007). Further, ICT is not only beneficial for advertisement agency but it is also crucial for
different customers and audience. Different components for ICT are: Social media- Nowadays, it is becoming a common place where ideas, knowledge and
information is been shared. Further, any individual can connect with anyone throughout
the globe. Further, many big organizations have their Facebook, Instagram page where
they upload content related to their new arrival in the product or service. This will
genuinely attract large number of individuals towards it.
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 Outdoor advertising- This type of advertisement will is beneficial in informing the
customers about the organization new merchandise. For Westfield Complex, billboard
advertisement is quite helpful.
2.1 Role that advertisement play in integrated promotional strategy
Marketing communication for Westfield Complex can help them in understanding the
role of advertising with the help of integrated promotional strategy (Fay, 2006). Generally it
shows:
 Style capacity from item towards the clients
 Quality territory of the item towards business sector
 Helps in getting the trust of the clients
Further, different role which Westfield Complex can play is mentioned down under:
Provide genuine information: By providing necessary information, customers will be aware of
new offers and discounts which firms giving in the complex. Further, they should provide
detailed information along with benefits and features about the product or service to the
customers (Pauwels and et.al. 2004). Moreover, Westfield Stratford City should advertise their
product one month before the launch which will help them in attracting the individuals towards
it. Apart from it, frequent advertisements are also crucial for reminding, reinforcing customers
and creating awareness in their minds about the product.
Techniques used by Westfield Complex: Mentioned mall is mainly emphasized on sales
promotion, public relation, direct marketing, personal selling and advertisement. Apart from it,
organization in mall give customers products at an discounted rate along with free gift. This
technique is also popular in order to promote business ventures existing there in Westfield
Stratford City.
2.2 Use of branding in strengthen a business
Branding is a technique where organization distinguish themselves from other business
ventures who are working in the same industry. Further, when branding is enforced, then
following things are considered: Brand name, brand mark, trade mark, brand equity and trade
name. Moreover, advertising through various sources like television, social media, print media
etc. helps in developing effective goodwill in the eyes of customers. Branding also set the
uniqueness about the product and also lead to more sale of the particular product or service. This
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shows that the product having a positive image in the eyes of the customers and people will still
buy even there is hike in the price of that product.
Further, Westfield complex is much popular especially in London and also in whole of
the Europe (Alvarez and Casielles, 2005). Branding also develops trust and confidence in the
eyes of the customers as individuals know that the product quality along with the quality and
price will be genuine when it is compared with the product of firm who are working in the same
industry.
2.3 Reviewing creative aspect of advertising
Creativity plays a basic role in advertising which helps business organization to attract
more of the customers in order to buy that particular product. Apart from it, high quality of
advertisement along with creativity motivate individuals to buy that product. For example, if an
individual gets touched with some advertisement content then that advertisement will surely have
a positive impact in his/her mind and it will make them loyal customers towards that particular
product of the business organization.
Apart from it, there are various organization who also sale same types of products and
services and are genuinely near to the individuals (Ayanwale, Alimi and Ayanbimipe, 2005). In
order to save their time and money, customers do not give much importance to the
advertisement. Further, Westfield Stratford city is operating a shopping centre in UK where
there exists more than 350 firms who are running their operations and satisfying the needs and
demands of the individuals in efficient manner. Advantages for innovative promotion for
Westfield complex is stated down under:
 Large-scale production and marketing: Advertising of mentioned mall is done at large
scale as in order to attract more of the customers to the shopping arena they make
effective investment.
 Takes feedback: Organization generally takes suggestion from customers as they all
exist in the arena to satisfy individuals needs and wants only (Sabri, 2012). They identify
their requirement and make them assure that the things which they demand will be in
reach to them as soon as possible. This will also generate an essence of trust in the eyes
of customer's as well.
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2.4 Examining ways of working with organizational agencies
Organization in Westfield Complex takes service of the advertising agency and in order
to get mutually benefited, it is necessary for them to have sound relationship with that firm.
Further, there are some techniques so that they can work with advertising agencies and some of
them has been discussed down under: Flexibility- Ventures have to be flexible in order to achieve their goals and objectives
(Conchar, Crask and Zinkhan, 2005). Along it with their product should have an
impelling design so that it gets in the customers eyes. Technical- There always exists a science behind a successful advertisement. Advertising
agency receives the advertisement content from the business organization and they just
modify the experts just modify that content so that the product gets best of the benefit.
 Maintaining and developing liaison relationship- For preparation of an advertisement,
agency and company need to properly coordinate so that they get best of the results
(DelVecchio, Henard and Freling, 2006). Further, advertising agency also need to get
updated with all the changes taking place in the advertising world.
TASK 2
Covered in PPT
CONCLUSION
From the above study, it is clearly evident that communication process plays a crucial
role for Westfield Stratford City in order to communicate information. This report also showcase
the different roles of advertising agencies so that organization can promote their goods and
services in effective and efficient manner. Further, this report also emphasize on BTL and ATL
promotions in order to increase the sale of the Westfield shopping mall. This report also
showcase the SMART objectives which the Westfield complex has set in order to increase the
revenue of the venture in coming time period.
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REFERENCES
Journals and Books
Alvarez, A. B. and Casielles, V. R., 2005. Consumer evaluations of sales promotion: the effect
on brand choice. European Journal of Marketing. 39(1/2). pp. 54 – 70.
Ayanwale, A. B., Alimi, T. and Ayanbimipe, M. A., 2005. The influence of advertising on
consumer brand preference. Journal of Social Science. 10(1). pp. 9-16.
Conchar, M. P., Crask, M. R. and Zinkhan, G. M., 2005. Market valuation models of the effect
of advertising and promotional spending: a review and meta-analysis. Journal of the
Academy of Marketing Science. 33(4). pp. 445-460.
DelVecchio, D., Henard, D. H. and Freling, T. H., 2006. The effect of sales promotion on post-
promotion brand preference: A meta-analysis. Journal of Retailing. 82(3). pp. 203-213.
Fay, M., 2006. Cyclical patterns in the content of advertisements: Replication, confirmation,
extension and revision. European Journal of Marketing. 40(1/2). pp. 198 – 217.
Feng, Y., D’Amours, S. and Beauregard, R., 2010. Simulation and performance evaluation of
partially and fully integrated sales and operations planning. International Journal of
Production Research. 48(19). pp.5859-5883.
Grimson, J. A. and Pyke, D. F., 2007. Sales and operations planning: an exploratory study and
framework. The International Journal of Logistics Management. 18(3). pp. 322-346.
Hill, M. R., 2006. Advertiser satisfaction with advertising agency creative product. European
Journal of Marketing. 40(11/12). pp. 1254 – 1270.
Irwin, L. R. Sutton, A. W. and McCarthy, M. L., 2008. Sport Promotion and Sales Management.
Human Kinetics.
Kasper, J., 2005. Creating the #1 Sales Force: What It Takes to Transform Your Sales Culture.
Kaplan Publishing.
Lawlor, A. M. and Prothero, A., 2008. Exploring children's understanding of television
advertising – beyond the advertiser's perspective. European Journal of Marketing.
42(11/12). pp. 1203 – 1223.
Martin, D., 2012. Foreign women in Japanese television advertising: Content analyses of a
cultural convergence paradigm. European Journal of Marketing. 46(½). pp.157 – 176.
Pauwels, K. and et.al. 2004. New products, sales promotions, and firm value: The case of the
automobile industry. Journal of marketing. 68(4). pp. 142-156.
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Sabri, Q., 2012. Preliminary investigation of the communication effects of “taboo” themes in
advertising. European Journal of Marketing. 46(1/2). pp. 215 – 236.
Weinberg, M., 2012. New Sales: Simplified : the Essential Handbook for Prospecting and New
Business Development. AMACOM Div American Mgmt Assn.
West, D. and Prendergast, P. G., 2009. Advertising and promotions budgeting and the role of
risk. European Journal of Marketing. 43(11/12). pp.1457 – 1476.
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