Boosting Footfall at Westfield Stratford City

Below-the-line techniques are promotional strategies that do not involve traditional advertising methods, such as print or broadcast media. Instead, they focus on in-store promotions, sales staff training, and other direct marketing tactics to engage customers. In this assignment, we will explore how below-the-line techniques can be used in an integrated promotional strategy for Westfield, a large shopping complex in Stratford, London. This will include identifying primary below-the-line techniques, evaluating the impact of 'M' Marketing on future below-the-line promotion, and creating a promotional plan to increase footfall at Westfield.

London School of Science & Technology
Qualification Unit number and title
Pearson BTEC Level 5 HND Diploma in
Business(QCF)
UNIT 18:
Advertising and Promotion in Business
Level 4
Student name and ID number Assessor name
Tatah Amenonyoh
Date issued Completion date Submitted on
18th September 2015 13th December 2015 by 5.00pm
Internal Verifier Dr George Panagiotou
Assignment title Westfield-Stratford City
Instructions
 An electronic copy of your assessment must be fully uploaded by
the deadline date and time.
 You must submit one single PDF or MS Office Word document.
Any relevant images or screenshots must be included within the
same MS Office Word or PDF document.
 The last version you upload will be the one that is marked. Your
paper will be marked if you have indicated this as your final
submission.
 Review the mitigating circumstances policy for information
relating to extensions.
 The file size must not exceed 20MB.
 Answer the criteria in order, clearly indicating the pass criteria
number.
 Ensure that all work has been proof-read and checked prior to
submission.
 Ensure that the layout of your documents are in a professional
format with font style Arial, font size 12 for the text, font 14 for
sub heading and font 16 for main heading, line spacing 1.5 and
justified.
 Use the Harvard referencing system; otherwise it will be
considered as plagiarised work.
 Ensure that you back-up your work regularly and apply version
control to your documents.
 Ensure that any file you upload is virus-free, not corrupted and
not protected by a password otherwise it will be treated as a non-
Learner Declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.
Student signature: Date:
Assignment Front Cover
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 1

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Introduction and guidance
This unit introduces learners to the wide scope of marketing communications and how
the communications process operates. It includes a study of current trends and the
impact that ICT has had on marketing communications. Learners will explore the
marketing communications industry and how it operates. The learners will also develop
some knowledge of how the industry is regulated to protect consumers.
Scenario
Westfield Stratford City:
Westfield Stratford City is a metropolitan capital for East London, a city within a city, an
innovative and dynamic place for a new generation of consumer to shop, to eat, to
meet, to be entertained and to stay.
At the gateway to the Olympic Park, with spectacular views over London, Westfield
Stratford City opens up a whole new vantage point to the public, a new way to see and
experience the City.
Celebrating the passion and dynamism of East London, Westfield Stratford City
embraces its unique East End roots. Working with local artists they have commissioned
an array of work which has been built into the fabric of the centre. (
http://uk.westfield.com/stratfordcity/community)
Environment:
As one of the world's largest retail property groups, Westfield recognises that its
properties, through their design, construction and operation, can result in
environmental impacts. They are, therefore, committed to operating the business more
efficiently, using energy wisely, producing less waste, and building and redeveloping
shopping centres that make the most of technology and new design techniques to
minimise their impact on the environment.
At Westfield Stratford City, they are working hard to deliver on this commitment by
continuously improving the way they operate the shopping centre day-to-day. In July
2013, they were awarded ISO14001 accreditation for their environmental management
system in recognition of this. The environmental focus areas include the following:
• Waste • Energy • Water • Biodiversity
(http://uk.westfield.com/stratfordcity/community/environment/)
The tasks and questions below need to be addressed fully for you to achieve a pass in
this paper.
In addition, you will need to address the merit and distinctions within your answers to
achieve a merit and a distinction.
Read the scenarios thoroughly.
Three years after the Olympic games, Central Management Boards observation is that,
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 2
PLEASE REMEMBER
CHECK THAT YOUR ANSWERS MEET THE CRITERIA
COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG
DO NOT LEAVE THINGS TO THE LAST MINUTE

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Tasks
You are the newly appointed a Trainee Advertising and Promotion Manager and
have been asked by the board to carry out two initial tasks
Task One - Write a report to explain the process of communication, regulations,
trends, the impact of ICT, branding and the role of integrated strategy in
Advertising and Promotion.
Task Two - Prepare a Plan and PowerPoint Presentation for the Senior
Management Team, business owners in Westfield and other internal stakeholders,
explaining the primary techniques associated with below-the-line methods and
prepare a promotional plan for the shopping complex. Include a power point
presentation of planned activities (schedule of activities) and resources needed for
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 3

London School of Science & Technology
Task 1
Writing a Report
LO1 Understand the scope of marketing communications
LO2 Understand the role and importance of advertising
As the newly appointed Trainee Advertising and Promotions Manager, you have been
asked by the board to write a report to explain the process of communication,
regulations, trends, the impact of ICT, branding and the role of an integrated
strategy in Advertising and Promotion.
The following must be included in your report;
1.1 In your report to the management of Westfield Complex, explain the
communication process that applies to advertising and promotion.
1.2 Within the background section of your report, provide a brief explanation of the
organisation in the advertising and promotions industry to the Westfield Complex
management.
1.3 Assess how promotion is regulated in the UK.
1.4 Examine some current trends in advertising and promotions, including the
impact of ICT. Relate this to the Westfield Complex.
2.1 Provide an explanation of the role that advertising could play in an integrated
promotional strategy for the Westfield Complex.
2. 2 Include an explanation of how branding could be used to strengthen a business
such as the Westfield Complex. Include a definition of branding in this section of
your report.
2.3 Identify and review of the creative aspects of advertising in the context of
Westfield Complex.
2.4 In your conclusion, examine and briefly explain the various ways of working with
advertising agencies. Include at least three ways in your answer.
Merits and Distinction
M1
Provide a judgement on the value of using an in-house advertising and promotions
team. Compare this to outsourcing advertising and promotional work to an external
agency.
M3
You will need to use a professional report format, with clear headings, sub-headings
and articulation.
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 4

London School of Science & Technology
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 5
Task 2:
Prepare a Plan and PowerPoint Presentation for Senior Management Team
LO3 : Understand below-the- line techniques and how they are used
LO4 : Be able to plan integrated promotional strategies
As the newly appointed Trainee Advertising and Promotions Manager, you have been
asked to create a presentation aimed at the board and other internal stakeholders. In
this presentation, discuss and explain below the line techniques and state how these
techniques can be used for Westfield. Alongside this, you have also been asked to
show how you hope to accommodate for an integrated promotional campaign for the
complex.
Create a promotional plan to do this.
In a PowerPoint aimed at the board and other internal stakeholders, discuss and
explain below the line techniques and how these techniques can be use for Westfield.
3.1 Create a PowerPoint presentation (including speaker's notes) aimed at the
internal audience mentioned above. Explain and identify primary below-the-line
techniques. Explain how these techniques could be used within an integrated
promotional strategy for Westfield. Use the appropriate language and
formatting for the audience mentioned above with speaker notes.
3.2 Evaluate other techniques used in below-the- line promotion. In your PowerPoint,
critically evaluate the use of “M” Marketing and its impact on below the line promotion
in the future.
Create a Promotional Plan
Having explained below-the-line promotion, show management how it can be used
alongside above-the-line techniques to increase footfall at Westfield. Create a
Promotional Plan to be distributed at a forthcoming Annual General Meeting.
The following must be included in your Promotional Plan
4.2 In the promotional plan, discuss how you intend to carry out the development
of the above promotional plan for the Westfield Complex, include a brief
situational analysis, three objectives and include a review of the target audiences
for the campaign.
4.3 In your document, plan the integration of promotional techniques into a
promotional strategy for Westfield. Outline your strategy using the SMART
objectives outlined in 4.2 and align these objectives with promotional activity.
4.1 Include a budget to be used for the campaign. Follow an appropriate process
for the formulation of a budget for an integrated promotional strategy
4.4 Use an appropriate technique that will indicate and measure the effectiveness of

London School of Science & Technology
Merits and Distinctions
M2
Design a PowerPoint presentation aimed at the internal audience mentioned in
scenario two above. Include an explanation and identification of the primary
below-the-line techniques. Explain how they could be used in an integrated
promotional strategy for Westfield. Use the appropriate language and formatting
for the audience and speaker notes
D2
Propose a time frame and demonstrate that your promotional plan could be
achieved within the timeframe you propose. You are required to list the activities
and draw the corresponding Gantt Chart, detailing these activities and deadlines.
D1
In your PowerPoint, critically evaluate the use of “M” Marketing and its impact on
below the line promotion in the future.
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 6

London School of Science & Technology
Merits and Distinctions
M1 Identify and apply
strategies to find
appropriate
solutions
Effective judgements
have been made
Provide a judgement on the value of
using an in-house advertising and
promotions team. Compare this to
outsourcing advertising and
promotional work to an external
agency.
M2 Select/design and
apply appropriate
methods/techniqu
es
A range of methods
and techniques have
been applied
In the PowerPoint, that you have
designed aimed at the internal
audience mentioned in scenario
two, include an explanation and
identification of the primary below-
the-line techniques. Explain how
they could be used in an integrated
promotional strategy for Westfield.
Use the appropriate language and
apply the appropriate formatting
for slide presentations (i.e four to 6
bullet points per slide and speakerM3 Present and
communicate
appropriate
findings
The appropriate
structure and
approach has been
used
You will need to use a professional
report format, with clear headings,
sub-headings and articulation.
D1 Use critical
reflection to
evaluate own
work and
justify valid
conclusions
Conclusions have
been arrived at
through synthesis of
ideas and have been
justified
In your PowerPoint, critically
evaluate the use of “M” Marketing
and its impact on below the line
promotion in the future.
D2 Take
responsibility
for managing
and organising
activities
Substantial activities,
projects or
investigations have
been planned,
managed and
organised
Propose a time frame and
demonstrate that your promotional
plan could be achieved within the
timeframe you propose. You are
required to list the activities and
draw the corresponding Gantt
Chart, detailing these activities and
deadlines.
D3 Demonstrate
convergent/lat
eral/ creative
thinking
Ideas have been
generated and
decisions taken
Create and design a one page flyer
to be distributed outside the
shopping complex in Stratford.
Decide how you will design your
flyer to attract customers into the
complex. Select four retail outlets
to be promoted in the flyer. A
screen shot of the flyer should be
pasted or included at the end of the
report to give the management
team in idea of how you intend to
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 7

London School of Science & Technology
UNIT 18:
Advertising and Promotion
Learning outcomes
On successful completion of this unit all learners will
LO1
Understand the scope of
marketing communications
1.1 explain the communication process
that applies to advertising and
promotion
1.2 explain the organisation of the advertising
and promotions industry
1.3 assess how promotion is regulated
1.4 examine current trends in advertising
and promotion, including the impact ofLO2
Understand the role and
importance of advertising
2.1 explain the role of advertising in an
integrated promotional strategy for a
business or product
2.2 explain branding and how it is used
to strengthen a business or product
2.3 review the creative aspects of advertising
2.4 examine ways of working with
advertising agenciesLO3
Understand below-the- line
techniques and how they are
used
3.1 explain primary techniques of below-the-
line promotion and how they are used in an
integrated promotional strategy for a
business or product
3.2 evaluate other techniques used in below-
the- line promotionLO4
Be able to plan integrated
promotional strategies
4.1 follow an appropriate process for the
formulation of a budget for an
integrated promotional strategy
4.2 carry out the development of a
promotional plan for a business or
product
4.3 plan the integration of promotional
techniques into the promotional strategy for
a business or product
4.4 use appropriate techniques for measuring
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 8

London School of Science & Technology
UNIT 18:
Advertising and Promotion
References:
BPP(2014),Marketing & Sales Strategy.2nd edition, BPP Multimedia
http://uk.westfield.com/stratfordcity/home
http://uk.westfield.com/stratfordcity/community
http://uk.westfield.com/stratfordcity/community/environment/
Supplementary Reading
Recommended Text books: Kotler, P. and Armstrong, G. (2014), “Marketing Principles”. 15th
edition. Harlow, Pearson. ISBN-10: 0273786997 • ISBN-13: 9780273786993
Fill, C., Hughes, G. and Francesco, S. D. (2013), “Advertising: Strategy, Creativity and
Media”. 1st ed. Harlow, Pearson. ISBN-10: 0273760890 • ISBN-13: 9780273760894
Online Reading List
www.adforum
www.adweek.com
www.thedrum.com
www.dma.org.uk
www.marketingweek.co.uk
www.advertisingweek.com
http://screenmediadaily.com
www.brandrepublic.com
http://adage.com
All lecture notes can be found on LSST Connect.
Pearson BTEC Level 5 HND Diploma in Business UNIT 18: Advertising and Promotion - LSST - Autumn
Term 2015 9