Advertising and Promotion Strategies for Westfield

This assignment examines the impact of advertising and promotion on customer behavior at Westfield shopping centers. It investigates how Westfield can leverage effective communication, branding, and innovative promotional strategies to boost sales. The analysis considers factors like brand image, consumer trust, and regulatory compliance within the promotional landscape.

Advertising and promotion
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Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1.................................................................................................................................................3
1.1 The communication process that applies to advertising and promotion. ..................................3
1.2 Explanation of the organisation in the advertising and promotions industry............................3
1.3 Assessment of promotional regulations.....................................................................................4
1.4 Current trends in advertising and promotions, including the impact of ICT. ..........................4
2.1 Role of integrated promotional strategy for the Westfield Complex.........................................5
2.2 Branding and its ways to strengthen Westfield Complex. ........................................................5
CONCLUSION....................................................................................................................................5
References............................................................................................................................................7
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INTRODUCTION
Advertisement refers to a marketing communication which is used by the organisations for
influencing customers to purchase their products or services. In contrast to it, promotion refers to
publicizing of a product or service by an enterprise to increase number of sales and public
awareness. Companies use various tools and techniques for the advertisement and promotion of
their products or services for the purpose of attracting individuals towards them (Chawner, 2008).
For the present study, Westfield-Stratford City of East London is taken into consideration.
The file consists of a communication process for conducting advertisement and promotion along
with understanding the regulatory policies for promotion, current trends, impact of ICT, branding
and role of promotion in the modern era. At the end, conclusion will be explained with the help of
key findings and meaningful measures.
TASK 1
1.1 The communication process that applies to advertising and promotion.
The communication process for the advertisement and promotion of Westfield Complex is as
follows. Sender: As per the case study, Westfield city is the sender as it wants to convey the message
regarding new products or brands to its shareholders, suppliers, distributors, customers, etc
(The Communication Process, 2016). Message: In this case study, message is with respect to the shopping centre which is encoded
by the Westfield complex for sharing to their customers. Channel: Westfield Complex can use mails, newsletters, radio, television, internet, etc for
transmitting the message regarding their management. Receiver: In the given case study, targeted audience works as a receiver. They decodes the
message of shopping centres as per their perception, needs and expectations. Feedback: In this, Westfield takes feedback from the customers for knowing their views
about the products (Burtenshaw, Mahon and Barfoot, 2011).
 Noises: In this communication process, poor television and radio signal along with low
speed internet work as barriers which disturb the message of Westfield.
1.2 Explanation of the organisation in the advertising and promotions industry
Advertising and marketing manager of Westfield-Stratford City manages the business
operations of shopping centre. Major organisations with respect to advertisement and promotion
industry are explained below:
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 Advertising Agencies: Their role is to create, plan, implement, monitor and control the
advertisement for the clients. These are of various types which includes full service, creative
hot shops, in-house organisations, etc (Nicholas and et.al., 2012). Client Companies advertisers: These are those enterprises which demand for the
advertisement and promotion of their products or services to the advertising agencies. In
this, client provides all the information about their products or services to the agency which
it hires. Media Suppliers: The role of media is very important in advertisement and promotion of the
products or services. Westfield-Stratford City uses various media suppliers such as radio
enterprise, television company, etc for promoting its products or brands among the
customers and influencing them to buy products (Davis, 2013).
 Promotional Material Supplier: Additional work regarding the promotion of products is
carried out by these suppliers. It includes printers, promotional campaigns, exhibitions, etc.
1.3 Assessment of promotional regulations.
Government of UK has developed some rules and regulations in the field of advertising and
promotion of the products and services. Westfield-Stratford has both positive and negative impact
on their work due to various regulations. As per the Consumer protection from Unfair Regulation
2008, shopping complexes cannot use any misleading or fake information for promoting their
products. The information should be real and true for maintaining the trust and loyalty of customers
(The consumer protection from unfair trading regulations 2008, 2016). Similarly, according to the
Data Protection Act 1998, Westfield-Stratford city has no right to open the confidential information
among the individuals. This information should be kept secure and safe for preventing the rights of
other firms. There are various regulatory bodies also in UK which take care of these rules and
regulations regarding the advertising and promotion. These bodies are advertising standard
authority, bar standard board and committee of advertising practice (Bova, 2011).
1.4 Current trends in advertising and promotions, including the impact of ICT.
Current Trends which Westfield Complex can use in advertising and promotion are as
follows.
Content Marketing: Westfield-Stratford City can use this trend for promoting its products or
brands. In this, business needs to write content with respect to the product, their uses, benefits, etc
on the social media sites and blogs so that users can get proper information about the new products
and services (Fuchs and Diamantopoulos, 2010).
Online Advertising: Westfield-Stanford city can use this technique for the promotion of their
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products. In this, business can use Google AdWords for developing online advertising campaign.
With this, firms can also use search engine optimization (SEO), social media, mobile devices and
website banner ads. This will help in creating awareness about the products or brands among the
customers (Belch and Belch, 2013).
Impact of ICT:
Westfield complex can manage its advertisement and promotion by using ICT. It will impact
in the following manner.
 Improves communication between the company and customers.
 Helps in managing contacts with the consumers in an organised form so that firm can easily
contact with them at the time of promoting their products or services.
 It leads to store all the information properly and securely (Dawson, 2001).
2.1 Role of integrated promotional strategy for the Westfield Complex.
Integrated promotional strategy plays an important role in influencing customers to purchase
the products or services. Westfield-Stanford City can improve its decline sales by using this
promotional strategy. Shopping centres can use ICT for improving their communication with the
customers and informing them about the products in an effective manner. Businesses of Westfield
complex can develop their websites and accounts on social media sites for interacting properly with
the users. They can also attract customers by uploading information about the various offers,
discounts, sales, lotteries, vouchers and coupons. It will help Stanford City to increase their number
of users which will directly enhance its sales. Along with this, Westfield complex can use mobile
applications for providing easy and simple access to the individuals. This also helps in enhancing
the sales of products or brands (Chawner, 2008).
2.2 Branding and its ways to strengthen Westfield Complex.
Branding is a process of creating strong brand image among the customers with the help of
effective advertising and promotion strategies. It helps creating a good brand image with trust and
loyalty among the users. Westfield Complex can strengthen its business by developing effective
strategies for branding. It will help in making a special place in the mind of people due to which
they will like to purchase its products or brands. However, it can develop a creative logo and
stripling to make people to recognise it. Along with the users, effective branding will also attract the
employees, suppliers, etc towards the Westfield Complex which results to enhance the image and
reputation of it. Along with it, Westfield Stanford city can conduct various marketing campaigns for
attracting people towards its products or brands (Belch and Belch, 2011).
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CONCLUSION
It is concluded from the above study that advertising and promotion play an essential role in
influencing customers and increasing sales. Westfield-Stanford city can enhance its sales by using
effective communication process with respect to the advertisement and promotion. It can also use
various new trends for informing users about the new products in an easy and simple manner.
Branding helps the complex in making good image and reputation among the customers so that they
can purchase its products by trusting it. But, all these processes and techniques need to be used as
per the promotional regulations. Thus, these all factors can enhance the sales of Westfield shopping
centre.
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REFERENCES
Books and Journals
Belch, G. and Belch, M., 2011. Advertising and Promotion: An Integrated Marketing
Communications Perspective. McGraw-Hill Education.
Belch, M. A. and Belch, G. E., 2013. The future of creativity in advertising. Journal of Promotion
Management. 19(4). pp.395-399.
Bova, A. T., 2011. Method and system for integrating television brand advertising with promotional
marketing. U.S.
Burtenshaw, K., Mahon, N. and Barfoot, C., 2011. The fundamentals of creative advertising. A&C
Black.
Chawner, B., 2008. Business Information Sources: A Beginner's Guide. Electronic Library. 26(1).
pp. 131-132.
Davis, A., 2013. Promotional cultures: The rise and spread of advertising, public relations,
marketing and branding. Polity.
Dawson, J. A., 2001. Viewpoint: retailer power, manufacturer power, competition and some
questions of economic analysis. International Journal of Retail and Distribution
Management. 29(1). pp.5–9.
Fuchs, C. and Diamantopoulos, A., 2010. Evaluating the effectiveness of brand-positioning
strategies from a consumer perspective. European Journal of Marketing. 44(11/12).
pp.1763–1786.
Nicholas, F.C. and et.al., 2012. Method and system for providing network based target advertising.
U.S.
Online
The Communication Process. 2016. [Online]. Available Through:
<http://www.knowthis.com/promotion-decisions/the-communication-process>. [Accessed
on 12h February 2016]
The consumer protection from unfair trading regulations 2008. 2016. [Online]. Available Through:
<http://www.legislation.gov.uk/ukdsi/2008/9780110811574/regulation/2>. [Accessed on 12th
February 2016]
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