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Communication Processes in Advertising and Promotion

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Added on  2020-01-28

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ADVERTISING AND PROMOTION TABLE OF CONTENTS INTRODUCTION 1 TASK 11 1.1 Communication processes applied to advertisement and promotion 1 1.2 Background of organization in promotion and advertising industry2 1.3 Promotion regulations in UK3 1.4 Current trends in advertising and promotions4 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 27 Covered in PPT7 CONCLUSION 7 REFERENCES

Communication Processes in Advertising and Promotion

   Added on 2020-01-28

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ADVERTISING AND PROMOTION
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Communication processes applied to advertisement and promotion ...................................11.2 Background of organization in promotion and advertising industry....................................21.3 Promotion regulations in UK ...............................................................................................31.4 Current trends in advertising and promotions ......................................................................42.1 Role that advertisement play in integrated promotional strategy .........................................52.2 Use of branding in strengthen a business .............................................................................62.3 Reviewing creative aspect of advertising .............................................................................62.4 Examining ways of working with organizational agencies ..................................................7TASK 2 ...........................................................................................................................................7Covered in PPT...........................................................................................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
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INTRODUCTIONAdvertising and promotion includes several types of techniques which are used bybusiness organization to promote their products and services in the eyes of customers so that theycan get attracted towards it and venture can get more of the revenue and profits. Advertising is anorganized form of marketing communication whose purpose is to inform customers regarding theexisting or newly launched products and services (Hill, 2006). On the other side, promotion is aterm which is continuously used in marketing and it constitutes different marketing mixelements. Further, it is also treated as a process of disseminating information regarding theproduct or service, brand or company etc. However, advertisement is considered as a costliermethod as compared to promotion because it involves huge cost in setting banners, hoardingsand others.In relation to the above mentioned topic, this present report has been prepared onWestfield Stratford City which is a metropolitan capital for East London and is considered as acity within a city. Further, it is also a dynamic and innovative place for new generation ofcustomers so that they can shop around and get entertained in different ways they want. TASK 11.1 Communication processes applied to advertisement and promotion Communication is treated as a process in which different facts and ideas have beenconveyed from one person to another. In a simple manner, it is considered as a technique whereinformation has been exchanged from one person to another in a simplest and understandablemanner. Westfield Stratford City has to use impressive communication techniques so thatcustomers can come to know regarding different offers and discounts which are impelling withinshopping mall (Lawlor and Prothero, 2008). Moreover, for effective communication, differentelements play a crucial role and if, any element stops functioning then the whole process will beaffected.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 ofsymbols like words or graphics so that sent message can become more attractive and canbe easily understood by the receiver.1
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Encoding: For proper conveying, sender uses different symbols like images, actions orwords 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 conveyedeffectively.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 easilyunderstood by the receiver (West and Prendergast, 2009).Receiver: Receiver is the one who receives the message and tries to understand thatmessage in the most possible manner for achieving his/her objectives.Decoding: Here, receiver attempts to convert the message in such a manner in which heor she will be able to generate the best meaning in order to complete their understandingabout the message.Feedback: It is the process where receiver gives response to the sender that he hasobtained the message and understood in the same sense as which was meant by thesender.If, Westfield Complex considers these elements at the time of advertising and promotionthen 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 industryWestfield Stratford City is a shopping mall in London and it is considered as one of thelargest urban shopping malls in the whole Europe. Further, the mentioned shopping mall is alsotreated as a third largest shopping malls in the UK in terms of retail space. Further, WestfieldComplex is close to London Olympic Park which opens a whole new place for public in order toexperience the City.Further, the advertising and promotion industry has a broad background because everybusiness enterprise uses different forms of marketing communication in order to encourage theirsale and attract audience towards their products and services (Irwin, Sutton and McCarthy,2008). Moreover, plenty of organizations are working in advertising and promotion industry andthey all have a complex structure. Further, these organizations have their own specifications andthey focus on making close relationship with one another. Some of them have been explaineddown under:2
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