Effective Communication: A Key to Successful Advertising

The assignment content discusses the advertising and promotion industry, with a focus on la carte and boutiques agencies. These agencies render advertisement services to business clients to attract customers towards their products and services. The content highlights the steps involved in dealing with business clients, including setting goals, discussing budget bases, staying in contact, and establishing timelines. It concludes that advertising and promotion are crucial tools of marketing that help organizations survive in a competitive world.

Advertising and
promotion
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TABLE OF CONTENTS
Introduction................................................................................................................................3
Task 1 ........................................................................................................................................3
1.1 Explanation of the communication process applied in advertising and promotion..........3
1.2 Explanation of the organization working in the advertising and promotion industry......4
1.3 How promotion is regulated in UK..................................................................................4
1.4 Recent trends in advertising and promotional including the impact of information and
communication technology ....................................................................................................5
2.1 Role of advertising in an integrated promotional strategy of business.............................6
2.2 Significance of branding for strengthening the business..................................................6
2.3 Identifying the creative aspects of advertising ................................................................6
2.4 Explanation of various ways of working with advertisement agncies.............................7
Conclusion .................................................................................................................................8
References..................................................................................................................................9
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INTRODUCTION
In order to fulfilling its goals and objectives in an effectual manner, it is required for
business entity to adopt the methods of advertising and promotion. By using these methods,
organization can gain the attention of customers towards their product and service and
inflecting them to buy that product (Hackley, 2005). For getting the proper advantage of
advertisement, commercial entity needs to maintain the effective communication with service
users by rendering accurate data and information to them. Present report is focused on
describing the role of advertising and promotion in the business world. For better
understanding of this report, the case study of Westfield Stratford City has been selected.
TASK 1
1.1 Explanation of the communication process applied in advertising and promotion
Communication includes various types of information and messages that must be
communicated properly to target audience. Availability of effective communication is very
beneficial for management of complex to aware consumers about the available products and
services (Hackley, 2010). In order to develop effective communication process, Packard’s
theory of eight hidden needs can be used by the management of Westfield Complex.
According to this theory, it is required for business entity to consider the following needs at
the time of preparing the information for the advertisement and promotion (Packard’s theory
of eight hidden needs, 2015). These needs are as follows:
 Emotional security.
 Creative outlet.
 Ego gratification.
 Reassurance of worth.
 Sense of roots (Steenkamp and et. al., 2005).
 Sense of power.
 Immorality.
 Selling love objects.
Along with this, there is also an effective model such as Shannon-Weaver model of
communication that can be used by the management of organizations that are working in
advertising and promotion industry. With the help of this communication, sender and receiver
can develop an effective communication in between them. In accordance to this model, there
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are following concepts including sender, receiver, channel, encoder, decoder, noise and
feedback included in the communication process. Definition of all these concepts are as
follows:
Sender: It is the person who wants to communicate any message to any other person
(Communication theory, 2013).
Encoder: It works as a transmitter that is used to convert a message into signals.
Decoder: It is used by receiver for converting signals into a message.
Receiver: It is the person to whom message is being sent by the sender.
Channel: In the process of encoding and decoding, channel is used that is a form of system
for converting message into signals as well as signals into message.
Noise: It can also be termed as the barriers that lead to decrease the quality of message that
has been delivered from sender to receiver.
Feedback: With the help of feedback, sender and receiver can clarify with each other about
the availability of content written in the message.
Figure 1: Shannon-Weaver model of communication
(Source: Communication theory, 2013)
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1.2 Explanation of the organizations working in the advertising and promotion industry
Now days, advertisement and promotion industry has been emerged to a higher extent
as every company want to promote its products and services to a higher level in order to get
competitive advantage and attract more number of customers. For fulfilling these purposes of
commercial entities, several agencies are working in this industry that are focused on
providing advertisement services to all types of businesses (Hackley, 2010). Agencies
included in advertisement and promotion industry are the creative agencies, marketing
agencies, advertisement agencies as well as media planning and buying agencies. Main aim
of these all agencies to provide advertisement and promotion services to its business clients in
order to enhance the level of their marketing practices.
Along with this, these agencies are worked as the external suppliers which are focused
on developing effective communication in between its business clients and their targeted
customers (Hyun, Kim and Lee, 2011). Furthermore, this industry includes the organizations
such as generalized advertising organizations, In-House advertising organization, Interactive
advertising organizations and specialized advertising organization. Generalized advertising
organizations provide services in terms of developing brand as well as logo design while, In-
House advertising organization provide advertisement services in order to enhance
competition level between individual to individual business (Butterfield, 2009). On the other
hand, Interactive advertising organizations are focused on adopting television advertisement,
internet and social networking sites in order to promote products and services while
specialized advertising organizations are focused on making various kinds of advertisement
in terms of entertainment, recruitment, industrial, phone book and financial.
Furthermore, organizations working in this industry are mainly focused on adopting
centralized system. In advertisement and promotional industry, businesses consist of
marketing and advertising mangers, sales agents, innovative and creative directors, financial
controllers etc. for making an effective budget. As per the viewpoint of Hackley (2010), such
industry includes various types of businesses. Among the all, business entity which gives
contract to advertising agency for the preparation of advertisement is one. Second is the
commercial entity which helps its business clients in making creative advertisement which is
also known as advertising agency. For example: BMS gave contract to MDC partners for
making an effective advertisement for them. However, it also includes various media
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organizations which give opportunity to all business entities to communicate their message in
front of the whole population. Media provides an effective environment to display
advertisement in front of targeted customers and attracting them towards business. This
industry also involves a type of organizations which render specialized services related to
marketing communication. These are the expertise in making promotion and advertisement
more effective as well as unique. Along with this, interactive agencies are also included in it
as all these organizations are worked together to make this industry successful and satisfied
their clients in an effective manner (Hackley, 2010).
1.3 How promotion is regulated in UK
In United Kingdom, advertisement and promotion has been regulated and controlled
by the several legislation and codes of practice. Therefore, it is necessary for Westfield to
develop its advertisement campaign in a legal and ethical manner (Butterfield, 2009). In order
to prevent the cases of fake advertisement, there are various regulatory bodies in UK.
Advertising standards Authority (ASA) works to check the effectiveness of advertisement in
order to reduce the chances of misleading and harmful activities conducted by business
(Tucker, 2012). Further, to ensure the effectiveness of information in advertisement which
must be same as the quality and features of products Bar standards board is responsible.
Committee of advertising practice administer and control advertising standards authority
(Jalleh and et. al., 2005). Along with this, it revises the all codes of practice and helps
authority to enforce them.
Furthermore, self–regulatory organization is working in the UK that is focused on
maintaining an agreement in between advertisement agencies, advertisers and media owners.
According to that agreement, each professional needs to perform its business practices
effectively with maintaining the level of standards to a higher extent. Further, data protection
act is also developed by UK government for ensuring the level of data security and hacking
of information in the advertisement and promotion industry (Fortin and Dholakia, 2005). As
per this act, it is necessary for the advertisement agencies to maintain the security of data
provided by its business clients as well as to ensure the uniqueness of content used in the
advertisement as getting success in this industry mostly depends upon the quality of
advertisement content. However, companies act and consumer protection act are also needed
to be considered by the advertisement agencies.
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1.4 Recent trends in advertising and promotions
In accordance to changing technology and trends, management of Westfield needs to
change their styles and views of advertisement (Gamliel and Herstein, 2011). Due to this
aspect, advertisement must be effective, more speedy, less time consuming, creative and most
popular. Availability of modern technology is the best solution for business entity to survive
in this competitive world and enhancing its level of profitability by ensuring the effectiveness
of advertisement and promotion (Agarwal, 2008). Information and communication
technology (ICT) is one of the modern applications of communication which depends mostly
upon the new and innovative technology. ICT includes the modern methods such as e-
commerce, e-mail, internet and other websites. Along with this, there are also some methods
including smartphones, SMS service, interactive TV, digital TV and Broadband. Introduction
of this modes has been emerged the level of information and technology sector as well as
advertisement and promotion sector to the highest extent. Through using these methods,
advertisement and promotion practices can be conducted by the advertising agencies in an
effectual manner (Hackley, 2005).
2.1 Role of advertising in an integrated promotional strategy of business
In case of Westfield, advertising plays a crucial role in enhancing the sales of business
by conducting its marketing campaign in an effective manner. Main aim of advertising is to
make the product and service more popular within the customers and population. By using
the method of advertisement, management of complex can turn the intention of general public
towards the business (Role of advertising in the promotional strategy of business, 2015).
Advertising includes the methods of TV advertisement, celebrity endorsement,
billboards and posters that can be used by the organization (Steenkamp and et. al., 2005).
Availability of suitable techniques of advertisement is beneficial for commercial entity to
gain competitive advantage by providing proper information to service users about the
availability of new changes in business.
Advancement of television, radio, internet and social networking sites influences
people to gain information about the products and services through using these methods.
Along with this, it aware customers to select better products and services from the available
alternatives in the market. Better enhancement in customer’s awareness leads company to
make its advertisement campaign more effective in order to gain competitive advantage. For
instance, in 2010 General Motors had spent $4.2 billion on marketing and advertisement after
following ford that had spent $3.9 billion (Aaker and Biel, 2013). Furthermore, roles of
advertising in the promotional strategy of business are as follows:
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Awareness: Advertisement is focused on alerting people about the availability of products or
services that are introduced newly in the market. Along with this, it leads to gain the attention
of customers towards products or services.
Profit: Advertisement leads to attract more number of customers that put its positive impact
on the sales revenue and profitability of organization.
Brand: With the help of advertisement, organization will be able to make popular its brand in
the market as well as in the mind of customers.
Demand: Advertisement is focused on attracting to targeted audience towards the products
and services. Once, the customers is attracted towards the product then it is focused on
taking phrasing decision in the respect to that product which leads to enhance the demand of
customers.
2.2 Significance of branding for strengthening the business
As per the recent scenario, competition in the market has been increasing very
rapidly. Therefore, it is required mostly for business entity to gain the confidence of its
customers which can be encouraged by enhancing the effectiveness of branding. Along with
enhancing the trust of customers, it is focused on developing better relationship with
employees, shareholders and other parties (Aaker and Biel, 2013). Availability of strong
branding leads to enhance the demand of products and services in an appropriate manner as
well as company's sales and profitability. In order to resolve the issues faced by the
management of Westfield, Branding is the best option which is focused on influencing the
purchasing decisions of clients.
Brand can be defined as a name, logo, term, symbol, design and feature of product or
service that is used to distinguish one company’s products from another. Brand is necessary
to be selected by the organization that is used for conducting business practices in the respect
of marketing, advertisement and promotion (Agarwal, 2008). On other hand, branding is the
process of setting the positive image of products or services in the mind of customers. With
the help of branding, company can attract more number of customers towards the products
and services. Along with this, branding make it easy for customers to recognize and select
product. In the modern era, Branding plays a crucial role in increasing the demand of
customers as well as the level of company’s sales revenue. In case of Westfield, branding can
be created by using sustainable and environment friendly practices at the time of conducting
business activities. Along with this, shopping center needs to provide high quality of services
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in order to set its brand image. At last, level of customer service needs to be improved in
order to create its positive brand image.
2.3 Identifying the creative aspects of advertising
Creativity plays a major role in the success of advertisement and attracting more
number of customers. Due to this, management of Westfield complex needs to make a
creative advertisement for fulfilling their goals and objectives in an effectuate manner along
with overcoming their issues related to decrease of business sales. Availability of creative
message in advertisement get more attention and create positive attitude of people towards
product (Hyun, Kim and Lee, 2011). Therefore, to become competitive in this race, it is
essential for the management of Westfield to make effective advertisement which should be
more amazed and emotional. In the modern era, it is not an easy process to influence service
users for purchasing product and services with simple advertisement (Butterfield, 2009). In
context of business, creativity is the heart of every activity which is focused on adopting an
effective way at the time of transferring the thinking into ideas and after that, these ideas into
actions. In order to focus on creativity, management of advertising agencies needs to enhance
their level of thinking while preparing its content along with including the components of
advertisement.
In case of creative aspects, there are various elements including layout, ad-copy and
brand strategy that need to be considered. Description of these elements are as follows:
Layout
Advert layout can be defined as an appropriate style of graphics, size, objects, color
plan and script that is used to make an effective message in order to communicate with
targeted customers (Agarwal, 2008). While making advertisement, agency requires to link
their efforts with customer’s emotions so that they would be more attracted towards it.
Choosing of color, graphics, script and objects in advertisement must be as per the
preference, behavior and demographic attributes of targeted customers.
Ad-copy
It is termed as the text which is a form of message used for publishing on television,
radio and theater in order to influence customers to make purchase. This type of text is also
published on websites, internet and social networking sites for the aware of customers about
the products and services. In advertisement, availability of content must be unique as
compare to other competitors and it should be more systematic so that it can be easily
understood by the target audience (Butterfield, L., 2009).
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Brand strategy
Brand strategy includes the answers of following questions such as what is going to
be communicated in front of target customers, why advertisement is going to be made, when
it will be published and what are the sources of publishing this advertisement. Creativity also
includes feasibility as well as accountability and according to both these terms, there must
have proper understanding of all the goals and objectives of advertisement so that these can
be achieved successfully with the help of creativity (Hackley, 2010).
2.4 Explanation of various ways of working with advertisement agncies
In order to attract customers and inform them about products and services, it is
necessary to make advertisement. For creating a better advertisement, consulting with ad
agency is the best option for the management of Westfield (Jalleh and et. al., 2005). Due to
this aspect, there are various ways that can be considered while working with advertisement
agencies. These ways are mentioned below as:
1. By being flexible to make change in operational activities in accordance with the aims
and objectives.
2. By being practical at the time of selecting the advertisement agency which must be
capable for working with new technology.
3. By providing proper information to ad agency regarding its target customers is very
necessary for commercial entity for getting better advantage of advertisement
(Agarwal, 2008).
There are several agencies working in advertising and promotion industry that are focused
on rendering advertisement services to its business clients in order to attract customers
towards its products and services. Among the all agencies, la carte and boutiques are the
well-known companies that are operated in this industry. In order to deal with their business
clients, both agencies perform their business practices in the following steps. These are as
follows:
Setting goals: In this step, management of both agencies are focused on understanding the
objectives and goals of their business clients that are existed behind its marketing practices.
Discussion on budget bases: It is the important step in which communication takes place in
between the advertising agency and business organization in order to set budget for the
preparation of advertisement and promotion (Hyun, Kim and Lee, 2011).
Staying in contact: Both agency and organization must be stay connected with each other at
the time of making advertisement for the product or service. Availability of proper
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communication and connection in all the levels of making advertisement lead advertising
agency to fulfill the objectives and goals of its business client.
Establishing of timeline: Advertising agency needs to be completed its promise on time in
the respect of delivering advertisement services.
CONCLUSION
In accordance to above description, it can be concluded that adverting and promotion
are the most important tools of marketing which helps organization to become successful and
to survive in this competitive world. In order to make better advertisement, creative and
innovative ideas are necessary to be selected by the management of company.
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REFERENCES
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Multimedia Advertising: Techniques and Technologies. 148.
Fortin, D. R. and Dholakia, R. R., 2005. Interactivity and vividness effects on social presence
and involvement with a web-based advertisement. Journal of business research.
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Gamliel, E. and Herstein, R., 2011. To save or to lose: does framing price promotion affect
consumers' purchase intentions?. Journal of Consumer Marketing. 28(2). pp. 152-
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Hackley, C., 2005. Advertising and promotion: communicating brands. Sage.
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