Advertising and Promotion Report: Westfield Complex Analysis

This report examines the crucial role of advertising and promotion in driving business success, using the Westfield Complex as a case study. It begins by defining the scope of communication and its importance in building brand recognition and boosting sales. The report then delves into the communication process, exploring elements like source, channel, and receiver, and the significance of feedback and noise. It discusses the advertising and promotion industry, the need for outsourcing these activities, and the regulations governing promotion in the UK. The report highlights the impact of ICT on advertising and promotion, emphasizing the use of modern techniques like social media and e-commerce. It concludes by analyzing integrated promotional strategies, including personal selling, advertising, and public relations, and the importance of branding in increasing business for the Westfield Complex. The report provides valuable insights into how effective marketing strategies can revitalize a struggling business and attract new customers.

Advertising
And
Promotion
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Understanding the scope of communication ...............................................................................3
Conclusion ......................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Advertising and promotion are effective marketing tools that help a business enterprise in
attracting large number of customer, stimulate them to make purchase and subsequently increase
the profitability of business (Funk, 2013). Advertising is a one way paid form of communication
whose main aim is to inform the target consumers about its business offerings and boost the
sales. It involves use of television, radio commercials, ad in newspapers or magazines etc.
Promotion refers to informing the product, product line and brand value to various customers. It
involves the use of coupons, rebates,social media marketing, online banners, discounts etc. In the
present report, learning will be shown regarding the implication of advertising and promotion in
Westfield Complex. It is business house situated in Westfield Statford city. The present report
describes the importance of ICT in advertising the products offered at complex. With the help of
business plan implication of below the line marketing techniques will be explained.
TASK 1
Understanding the scope of communication
Communication is vital process that assist the business enterprise in spreading awareness
about products and services (Nicholls, Roslow and Laskey, 2011). It also play a significant role
within the business entity such as communicating the business vision, mission and core
objectives to the stakeholders. It further help in building the brand recognition in market. The
main objective of advertising and promotional communication is to facilitate brand marketing
strategy. The advantage of using communication to business is that it help in boosting the sales
of products offered by company. Further, the effective communication help in retaining brand
loyal customers and attracting new customers. According to the provided case, the sale of
Westfield Stratford complex are declining with fast pace, the management is facing serious threat
of business leaving the city. Therefore, to improve the present situation and increase the sales of
products and services offered in complex it is significant for company to improve its
communication process (Hackley, 2010). For this aspect, Westfield complex can use integrated
marketing technique, which involve use of both traditional and modern advertising and
promotional methods. Therefore, management of complex can make use of television, business
magazines, trade shows or events, social media marketing or e-commerce sites etc. The
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Westfield Complex can also take help of dynamic techniques like, celebrity endorsement,
participating in sponsorship events, instant messaging and M marketing etc. Therefore, its
important for company to use the aforementioned advertising and promotional communication
to spread awareness about its offerings and improve the dropping sales of complex by inducing
more customers to buy the offerings (Hanafizadeh, 2012).
Process of Communication
The more impelling is the communication, the higher the chances are that the prospective
customer can be convinced and more the Westfield Complex will be performance well.
Therefore, the future sustainability of complex depends upon the effectiveness of communication
process to a large extent (Percy and Rosenbaum-Elliott, 2012). For this aspect, it is significant
for entity to give special consideration to advertising and promotional communication. It further
pertains to transmission of information regarding services, products and other facilities offered in
complex to prospective customers. However, communication process includes various elements
like, source, encoding, channel, decoding, receiver, feedback and noise.
Here, management of Westfield complex is source of information who will communicate
the message regarding the brand stores, restaurants and other recreational facilities that customer
can avail in complex. Thereafter, the prospective customers will obtain this information and
interpret the information as per their understanding (Huang and Sarigöllü, 2012). However, the
management can use various channels for communicating this information like, print media,
television, social media, direct email, letters etc. further, the customers will reply with the same
channel from which they received information. Thereafter, decoding refers to interpreting the
received information as per the knowing of customer. After understanding the message, customer
is likely to give feedback that will show that they have interpreted the message properly or not.
The feedback is important for Westfield complex as it help in knowing the expectations of
customers and fulfilling them in better and innovative way (Chan, Ip and Cho, 2010).
For example, feedback states that environment of complex is dull and products offered
are not according to the prevailing trends. Thereafter, the information was also distorted and
appropriate response could not be received (De Mooij, 2013). Further, the noise refers to
problems and disruptions that impact the interpretation of information sent by Westfield complex
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to customers. Hence, it can be said its significant for Westfield complex to amend its
communication process for the betterment of business.
Description regarding businesses in advertising and promotion industry
According to the provided case, its clear that Westfield Complex is facing downturn, the
sales are dropping and management is facing threat that many of the business will be going away
in future (Joshi and Hanssens, 2010). In addition to this, present advertising and promotion
techniques are also ineffective and outdated. Therefore, to ensure the survival of complex in
future, its significant for management of complex to outsource its advertising and promotion
activity. Therefore, complex can appoint an agency which have more skill and knowledge in this
field. They will also help Westfield in using the most effective and modern marketing
techniques. On the basis of their experience they will provide vital market information and help
the complex in building reputation in market (Halinen, 2012). Further, the agency will also help
the doing the advertising and promotional activities according to the laid advertising regulations
and standards. Further, the business organizations within the advertising and promotion industry
will help in maintaining the professional standards.
Further, marketing is key activity and future success of complex is depended upon it
Therefore, its important for management of Westfield Complex to select the advertising agency
sagely (Zinkan, 2012). Therefore, goodwill, past performance, available assets like, marketing
equipment, creative skills of human resources etc should be assessed by management of
Westfield complex before selecting a advertising agency. Most importantly, management should
ensure expenditure that would be incurred in appointing agency should not surpass the advantage
from appointing it.
Regulation of promotion in UK
There are many regulatory bodies that are established by government of UK to monitor
and regulate the advertising system (Fastoso and Whitelock, 2007). The main objective of
appointing regulatory body is to protect the consumer interest by discouraging offensive, harmful
and misleading advertising and promotion done by certain organization. Therefore, there are
many bodies that monitor the advertisement and promotion done by various companies.
The Advertising Standards authority is body that regulates the direct marketing,
information transmitted in advertisements and sales promotion done within UK (Gupta and Di
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Benedetto, 2007). It further ensures that advertising and promotion is done withing the standards
set by the authority. For this aspect, it uses advertising codes. Further, it also takes actions on the
complaints of customers who have suffered economic on emotional loss due to false
advertisement and promotion. Further, Committee of Advertising Practice (CAP) is also
responsible for regulating and monitoring the communications done in advertising and
promotion. It also review the amendments done in advertisement and promotional practices and
take effective steps to implement It (Scott and Walker, 2010). The main objective of these
regulatory bodies is to take stern legal actions against business entities doing misleading and
harmful advertisement. It also assures that goods and services matches the features demonstrated
in advertisement and promotional activities.
Trends in advertising and promotion industry and impact of ICT
To ensure the success of advertising and promotion activities performed by Westfield
complex, it is important for it to follow latest trends and innovation. This will further help in
retaining the loyal customers and attracting the new one (Steenkamp, Nijs and Dekimpe, 2005).
Since its inception that Westfield complex is using outdated technique its significant for it to use
latest technology. For this aspect, it can use Information and communication technology. It is
widely used technology that help business entity to boost its sales and improve its profitability. It
involves use of latest, upgraded and dynamic promotional techniques that aim at inviting more
customers and boost the sales. The latest techniques help in identifying the needs of customer
and furnishing the information in more creative and informative manner (Yan, 2010). Therefore,
Westfield Complex can use ICT to reach the customers in most creative and innovative manner.
In this aspect, modern and innovative tools can be used like, online marketing, cellphone
messaging, billboards etc. It further involve use of e-commerce sites, social media banners, video
conferencing, brochures etc.
By using the marketing techniques involved in ICT, the management of complex can
increase its customer base by spreading awareness about product and services offered by
Westfield complex (Jiang and Srinivasan, 2012). Further, it can induce large number of
individuals to visit complex and make purchase. With the growing use of internet among
diversified range of individuals. It will be significant for management of complex to make use of
social media marketing or e-commerce site. In this respect, company can make groups, pages of
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Westfield complex on mostly used social networking sites like, Facebook or Twitter. In addition
to this aspect, it can share information about products, services, recreational facility, new vantage
point, restaurants and fast food joints present in complex (What is Public Relations, 2009).
Further, it can share some attractive pictures of complex that directly induce prospective
customers to visit and avail the services.
From the critical analysis of impact of ICT on business of Westfield Complex, it can be
concluded that entity is surely benefited. The responses of customers over social media and e
commerce marketing were positive (David and Markowitz, 2006). The number of footfalls
within the complex increased which improved the sales also. Further, the issue of distortion of
information is also cut back. There is separate section on online sites which welcomes the
suggestions, queries and reviews of customers. Thereafter, by considering them, management of
Westfield complex is making continuous change in its functioning which is in turn improving the
satisfaction level of customers. Hence, it can be concluded that ICT has positive impact on the
functioning of complex.
Role of advertising and an integrated promotional strategy
The integrated promotional strategy involves the use of various promotional tools in a
unified and coordinated manner to improve the effectiveness of marketing campaign. Thereafter,
it also regards to use of modern and traditional yet effective methods for boosting the sales of
products and services offered in Westfield complex (Dunn, 2000). It further help in
communicating the products, range of products, brand value, experience that one can avail after
visiting the complex. The main elements of integrated promotional marketing are, personal
selling, advertising, sales promotion, direct marketing and PR. The advertising help in
transmitting the information about product,its attributes etc to mass population. It is one way
communication that generate brand awareness. However, it plays an important role in the
working of integrated promotional strategy. It supports the integrated marketing by facilitating
access to various tools of advertising that help in increasing the customer base and boosting the
sales of Westfield complex (Dunn, 2000).
Further, by considering both the aspects and implication of advertising and integrated
promotional strategy, the management of complex can use television commercials, advertisement
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in business magazines, newspapers, billboards etc. In addition to this aspect, complex can
participate in sponsorship events or shows, it can give charity. Further, online marketing,
web page designing, instant messaging, applications for cellphones etc can be used. Therefore,
integrated marketing will help Westfield in improving its sales, increase the footfalls of
prospective customers etc (Dunn, 2000).
Implication of Branding for increasing the business of Westfield complex
Branding is a procedure that help organization in developing distinctive image for
product and services in the mind of customers by using marketing campaigns. The main
objective of branding is to increase the brand recognition in market, attract new customers and
retain loyal one. Branding will help Westfield complex in building a unique position in market
and get an edge over other rivals (Nicholls, Roslow and Laskey, 2011). Thereafter, it will also
help in holding the loyal customers within the company and will help customers in distinguishing
the products and services offered in Westfield complex. For instance, the strategy of Westfield
complex is to build strong brand name than other shopping centers and complexes within
Stratford city by 2016. In this respect, complex will provide unique, superior quality products to
develop strong brand image and boost the sales of business. However, for this aspect, advertising
and promotion can be used to communicate the modified image of complex to target customers.
Thereafter, successful branding will help Westfield complex in developing distinctive image and
creating presence in market (Hackley, 2010). It also help in ensuring customer retention,
repetitive purchase and enhance customer retention etc. This will further assist in improving the
sales of complex and increase the proficiency of complex. Branding will assist Westfield
complex in increasing trust and value among consumers regards to the brand.
Review the creative aspect
The creative aspect assist the management of Westfield Complex in building strong and
positive brand image in the perception of target customers. The creative aspect in advertising
will also help in increasing the footfalls in complex by using creative means to stimulate people
to visit complex (Percy and Rosenbaum-Elliott, 2012). Thereafter, to ensure sustainability in
competitive market environment it is important for Westfield complex to use creative aspect in
its advertising. It further involve use of three components; creative procedures, personnel's and
situations and norms. Therefore, to develop innovative advertisements it is important for
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Westfield complex to use creative procedures for reaching consumers by developing products as
per the needs of customers. Further, management should use creative thinking skills of its
employees for developing creative marketing strategy that grab the attention of customers. In
addition to this, creative situation relates to turning the creative marketing strategy into real
innovative advertisements (Huang and Sarigöllü, 2012). Overall, the creative aspect will help in
increasing the demand of services offered in Westfield complex.
Style of working with advertising agencies
The advertising agency perform the marketing and promotional activities on behalf of
other organization (Chan, Ip and Cho, 2010). The advertising agency will help in rebuilding the
brand image of Westfield complex in market. However, it is crucial for management of complex
to develop good corporate terms with advertising agency as it will help in attaining its overall
goals of growth and profitability. There must be strong interpersonal relationship between
agency and complex that will help in developing strategies that are beneficial for both the parties.
Its important for both management of Westfield complex to communicate the objective of
appointing agency. With this aspect, agency will know what is expected of it and how it should
perform its operations. The budget should be allocated to agency so they perform their marketing
and promotional activities within budget only (De Mooij, 2013). The agency should work in
proper coordination and collaboration with management of complex.
CONCLUSION
From the aforementioned report, it can be concluded that advertising and promotion help
Westfield complex in communicating the services and products offered by company and increase
the sales by stimulating customers to purchase more. ICT marketing technique help in improving
the customer base and ensure brand recognition among customers. The creative aspect help
complex in developing distinct presence in market.
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