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Introduction to Advertising and Promotion

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Added on  2020-01-21

Introduction to Advertising and Promotion

   Added on 2020-01-21

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Table of ContentsINTRODUCTION ...............................................................................................................................3TASK 1.................................................................................................................................................31.1 The communication process that applies to advertising and promotion. ..................................31.2 Explanation of the organisation in the advertising and promotions industry............................31.3 Assessment of promotional regulations.....................................................................................41.4 Current trends in advertising and promotions, including the impact of ICT. ..........................42.1 Role of integrated promotional strategy for the Westfield Complex.........................................52.2 Branding and its ways to strengthen Westfield Complex. ........................................................5CONCLUSION....................................................................................................................................5References............................................................................................................................................72
Introduction to Advertising and Promotion_2
INTRODUCTION Advertisement refers to a marketing communication which is used by the organisations forinfluencing customers to purchase their products or services. In contrast to it, promotion refers topublicizing of a product or service by an enterprise to increase number of sales and publicawareness. Companies use various tools and techniques for the advertisement and promotion oftheir 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 alongwith understanding the regulatory policies for promotion, current trends, impact of ICT, brandingand role of promotion in the modern era. At the end, conclusion will be explained with the help ofkey findings and meaningful measures. TASK 11.1 The communication process that applies to advertising and promotion. The communication process for the advertisement and promotion of Westfield Complex is asfollows.Sender: As per the case study, Westfield city is the sender as it wants to convey the messageregarding 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 encodedby the Westfield complex for sharing to their customers. Channel: Westfield Complex can use mails, newsletters, radio, television, internet, etc fortransmitting the message regarding their management. Receiver: In the given case study, targeted audience works as a receiver. They decodes themessage of shopping centres as per their perception, needs and expectations. Feedback: In this, Westfield takes feedback from the customers for knowing their viewsabout the products (Burtenshaw, Mahon and Barfoot, 2011). Noises: In this communication process, poor television and radio signal along with lowspeed internet work as barriers which disturb the message of Westfield. 1.2 Explanation of the organisation in the advertising and promotions industryAdvertising and marketing manager of Westfield-Stratford City manages the businessoperations of shopping centre. Major organisations with respect to advertisement and promotionindustry are explained below:3
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