Advertising & Promotion Assignment
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Added on 2019-12-03
Advertising & Promotion Assignment
Added on 2019-12-03
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ADVERTISING AND PROMOTION
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Communication processes which are applied to advertisement and promotion at WestfieldComplex......................................................................................................................................31.2 Background of promotion and advertising industry..............................................................51.3 Promotional regulations in UK.............................................................................................71.4 Current trends in advertising and promotions including the impact of ICT in WestfieldComplex......................................................................................................................................92.1 Role that advertising could play in an integrated promotional strategy for the WestfieldComplex....................................................................................................................................102.2 Use of branding in strengthen a business such as the Westfield Complex.........................112.3 Reviewing creative aspect of advertising ...........................................................................122.4 Examining ways of working with organizational agencies ................................................13TASK 2 .........................................................................................................................................14Covered in PPT.........................................................................................................................14CONCLUSION..............................................................................................................................14Illustration IndexIllustration 1: Communication process............................................................................................4Illustration 2: Principle of advertising and promotion industry.......................................................6
INTRODUCTIONAdvertisement and promotion are the techniques used by organization to promote itsproducts and services toward customers so that individuals get attracted and businesses will beable to increase i its revenue and productivity (Sriram and Kalwani, 2007). Advertisement isconsidered as a method of one way communication whose intention is to inform potentialcustomers regarding new products and services and also a way to obtain them. On the contraryside, promotion involves the process of disseminating information regarding product, productline, brand and company. Advertisement is relatively more costly as compared to promotionbecause advertising through newspaper, banners and hording involve a huge cost (Alvarez AndCasielles, 2005). Promotion is not more expensive as compare to advertisement because itinvolves discount, promotional coupons and some other methodsIn context to this, present report is based on Westfield Stratford City which is ametropolitan capital for East London. It is treated as a city within a city and it is a dynamic andinnovative place for new generation of customers to shop around, visit and entertain in the waythey want. Westfield property is recognized for its design, construction, operation and for manyother things. This present report is based on understanding the communication process whichapplies in advertisement and promotion. Further, this report displays that how promotion isregulated in order to achieve goals and objectives. This report also studies the integratedpromotional strategy for a new product or business.TASK 11.1 Communication processes which are applied to advertisement and promotion at WestfieldComplexCommunication can be defined as a process through which ideas or facts are conveyedbetween people. In other words, it is a process of exchanging information from one person toanother in an understandable manner. Westfield Complex has to use effective communicationprocess through which their customers can be get knowledge regarding the offers or schemesprovided by Westfield Complex (O’Guinn and et.al., 2014). For an effective communication,there are seven key elements which are encoding, channels, signals, receiver, decoding, feedbackand noise. Each element plays a vital role in providing proper information to customers . Incommunication process, if any of the elements will get absent then the process will be distorted. Following are the elements of effective communication process:
Sender: Encoder/sender is the one who passes the message. Encoder uses symbols likevisual aids, words or graphics so that message can be more effective (Clow And Baack, 2013.).For example, if Westfield Complex wants to convey about a new product which they want torelease then , they should use various symbols and graphics so that viewers would easilyunderstand the message conveyed through advertisement In addition to this, the choice of nonverbal and verbal symbols is very essential, so that the receiver understands the message.Message: It is the key idea which sender wants to communicate with receiver. Process ofcommunication begins when the sender comes up with an idea. Sender should always keep inmind that the objective of message should be conveyed properly.Encoding: To convey the message effectively, sender uses different symbols likepictures, actions or words so that the message can be easily understood by the receiver (Ronald,2008). The receiver cannot read the mind of sender, so message has to be expressed throughsymbols so the message would become effective. Medium: It is the source through which message is to be conveyed. Choice of medium isvery important and appropriate medium should be selected so that the message can be correctlyand effectively interpreted by the receiver (Baer, 2013). For example, written medium is usedIllustration 1: Communication process(Source: Components of communication process, 2015)
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