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Advertising and Promotion Westfield Assignment

   

Added on  2019-12-03

11 Pages3572 Words183 Views
Advertising and Promotion

Table of ContentsIntroduction................................................................................................................................................3Task 1.........................................................................................................................................................3LO 1.1 Communication process.......................................................................................................3LO 1.2 Explanation of organization in advertising and promotion industry....................................3LO 1.3 Regulation of promotion in the UK......................................................................................5LO 1.4 Current trends in advertising and promotion industry; and impact of ICT..........................6LO 2.1 Role of advertising in integrated promotional strategy........................................................7LO 2.2 Using branding to strengthen the business...........................................................................7LO 2.3 Creative aspects of advertising.............................................................................................8LO 2.4 Ways of working with advertising agencies.........................................................................8M1..............................................................................................................................................................9D3. One page flayer of Westfield complex and its most popular stores...........................................9D2. Time Frame for Promotional plan (Gantt chart)........................................................................9Conclusion.................................................................................................................................................9References................................................................................................................................................10APPENDIX 1...........................................................................................................................................11

INTRODUCTIONAdvertising and promotion form some very important aspects of working of businessorganizations. They are a tool through which target customers can be attracted as well as steps can betaken so as to retain them with the company (Pechmann and et. al, 2005). The present report isdeveloped with an objective to suggest different advertising and promotional strategies to board ofWestfield-Stratford City, so that a downward spiral trend of falling sales in the shopping complex canbe stopped. The report evaluates the communication process, different rules and regulations that governthe aspect of advertising and promotion. In addition, it also assess the impact of ICT, branding and therole played by integrated strategies in advertising and promotion. TASK 1LO 1.1 Communication processCommunication is an essential part of working of firms, regardless of market that they may be apart of, as it helps in conducting different organizational functions in an efficient and effective manner(Barbeau, 2005). Thus it is imperative that steps be taken to develop a proper communicationframework as it would enable the firm to achieve its goals and objectives and also be able to maintainits market position. According to nature of operations of the company as well as the situation that it isstuck in, it can be suggested that the basic communication process must be used at the workplace. Thiswill help in ensuring an optimal flow of knowledge and information in company and also that everyoneis able to interact with one another efficiently and effectively. In this process there are sevencomponents (Donohue, Cevasco and Rosenthal, 2007). One of them is the sender. He is an individualwho has the need to communicate about some or the other matter of organizational functioning. In thenext stage, such message(s) is encoded. This way it can be ensured that information is not accessed byany unauthorised person. Once the message is encoded, it has to be send to intended audience(s)through different mediums, which is also the next stage of this process (Kotler and Armstrong, 2014).In the next stage message is decoded, i.e. is decrypted so that it can be accessed and easily understoodby the receiver. Through this technique it can be ensured that the message is not interpreted in anymanner other than what the sender had attempted it to be. In the next stage message is delivered to therecipient. This means that it has been received. While in the last step, receiver gives feedback to senderthat they have received the message and have understood it the way it was intended to be (Hackley,2005). LO 1.2 Explanation of organization in advertising and promotion industryOver the years, advertising and promotion has consistently been a very important part of the

marketing process, mainly because of reason that they have been very helpful to companies, as theyhave attained large amount of successes (Samuels, 2011). Advertising and promotions have a very longhistory, as techniques of it were first used in Indian Rock artists in 4000 B.C. where it was used as atool to promote different kinds products. After this the Chinese started the concept of advertisingthrough oral methods, i.e. word of mouth publicity. They used this technique to sell products such asflutes and such other musical instruments (Steenkamp and et. al, 2005). It was after this period onlythat substantial developments started to take place in advertising and promotions industry. Before theuse of technological tools in this process, such as online and digital mediums, print media was the mostpopular ones, as companies used to advertise and promote themselves in different newspapers,magazines, etc. (Guffey and Loewy, 2012). These methods were popular among both customers andbusiness organizations. Today a lot of developments have happened in this sector, as companies nowuse internet and other such technological tools to market their products and services on a regular basis.In this context it can be said that the advertising and promotion industry is organized in such a mannerthat it might help companies to attract customers in large numbers, alongside retaining them as well.Furthermore, this industry works in order to develop a unique and positive image of enterprise in themarket, with the help of which it can function more easily and effectively in the market (Goldberg,Davis and O’Keefe, 2006).Structure of the advertising industry is showing in below figure. Explanation of eachparticipants in advertising industry is as follows.

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