Advertising and Promotion Strategies for Westfield Complex - Report

This report examines advertising and promotion strategies employed at the Westfield Stratford City complex. It begins by outlining the communication processes essential for effective advertising, including the roles of senders, receivers, and various communication channels, with the AIDA model. The report then delves into the background of the advertising and promotion industry, detailing the roles of advertising agencies, client companies, media suppliers, and promotional material suppliers. It further investigates the promotional regulations in the UK, focusing on the Advertising Standards Authority (ASA) and key legislations like the Unfair Trade Act, Sale of Goods Act, Data Protection Act, and Customer Credit Act. Finally, the report explores the role of advertising in an integrated promotional strategy, the use of branding, creative aspects of advertising, and the ways of working with organizational agencies.

ADVERTISING
AND
PROMOTION

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Communication processes which are applied to advertisement and promotion at Westfield
Complex......................................................................................................................................3
1.2 Background of promotion and advertising industry..............................................................5
1.3 Promotional regulations in UK.............................................................................................7
1.4 Current trends in advertising and promotions including the impact of ICT in Westfield
Complex......................................................................................................................................9
2.1 Role that advertising could play in an integrated promotional strategy for the Westfield
Complex....................................................................................................................................10
2.2 Use of branding in strengthen a business such as the Westfield Complex.........................11
2.3 Reviewing creative aspect of advertising ...........................................................................12
2.4 Examining ways of working with organizational agencies ................................................13
TASK 2 .........................................................................................................................................14
Covered in PPT.........................................................................................................................14
CONCLUSION..............................................................................................................................14
Illustration Index
Illustration 1: Communication process............................................................................................4
Illustration 2: Principle of advertising and promotion industry.......................................................6

INTRODUCTION
Advertisement and promotion are the techniques used by organization to promote its
products and services toward customers so that individuals get attracted and businesses will be
able to increase i its revenue and productivity (Sriram and Kalwani, 2007). Advertisement is
considered as a method of one way communication whose intention is to inform potential
customers regarding new products and services and also a way to obtain them. On the contrary
side, promotion involves the process of disseminating information regarding product, product
line, brand and company. Advertisement is relatively more costly as compared to promotion
because advertising through newspaper, banners and hording involve a huge cost (Alvarez And
Casielles, 2005). Promotion is not more expensive as compare to advertisement because it
involves discount, promotional coupons and some other methods
In context to this, present report is based on Westfield Stratford City which is a
metropolitan capital for East London. It is treated as a city within a city and it is a dynamic and
innovative place for new generation of customers to shop around, visit and entertain in the way
they want. Westfield property is recognized for its design, construction, operation and for many
other things. This present report is based on understanding the communication process which
applies in advertisement and promotion. Further, this report displays that how promotion is
regulated in order to achieve goals and objectives. This report also studies the integrated
promotional strategy for a new product or business.
TASK 1
1.1 Communication processes which are applied to advertisement and promotion at Westfield
Complex
Communication can be defined as a process through which ideas or facts are conveyed
between people. In other words, it is a process of exchanging information from one person to
another in an understandable manner. Westfield Complex has to use effective communication
process through which their customers can be get knowledge regarding the offers or schemes
provided by Westfield Complex (O’Guinn and et.al., 2014). For an effective communication,
there are seven key elements which are encoding, channels, signals, receiver, decoding, feedback
and noise. Each element plays a vital role in providing proper information to customers . In
communication process, if any of the elements will get absent then the process will be distorted.
Following are the elements of effective communication process:

Sender: Encoder/sender is the one who passes the message. Encoder uses symbols like
visual aids, words or graphics so that message can be more effective (Clow And Baack, 2013.).
For example, if Westfield Complex wants to convey about a new product which they want to
release then , they should use various symbols and graphics so that viewers would easily
understand the message conveyed through advertisement In addition to this, the choice of non
verbal and verbal symbols is very essential, so that the receiver understands the message.
Message: It is the key idea which sender wants to communicate with receiver. Process of
communication begins when the sender comes up with an idea. Sender should always keep in
mind that the objective of message should be conveyed properly.
Encoding: To convey the message effectively, sender uses different symbols like
pictures, actions or words so that the message can be easily understood by the receiver (Ronald,
2008). The receiver cannot read the mind of sender, so message has to be expressed through
symbols so the message would become effective.
Medium: It is the source through which message is to be conveyed. Choice of medium is
very important and appropriate medium should be selected so that the message can be correctly
and effectively interpreted by the receiver (Baer, 2013). For example, written medium is used
Illustration 1: Communication process
(Source: Components of communication process, 2015)

when message is to be conveyed to a small group while advertisement on television is used so
that the message can be conveyed to a large audience.
Receiver: Decoder/Receiver is the one to whom the message has been sent. It is the
receiver who understands the message so that the desired objective can be achieved.
Decoding: The receiver understands the message and converts it in an understandable
form which is known as decoding of message (Fam, Waller and Erdogan, 2004).
Feedback: It is the process which ensures that the message conveyed by the sender is
received by the decoder and the conveyed message has been understood effectively.
1. These elements are very useful for effective communication. If Westfield Complex keeps
in mind these elements then it can effectively convey its message to the customers
(Pauwels and et.al. 2004). In addition to this, it is very important for an advertiser to
analyze the sources through which he would connect with the customers. AIDA
(Attraction, Interest, Desire and Action) model can be used by Westfield Complex for
effective advertisement and promotion. AIDA model helps in developing the strategies
for communication and also helps in interacting with the customers which enables them
in responding better to their desires and needs (Morgan and Pritchard, 2013). This model
will help Westfield Complex in developing an effective advertisement process which
would create excitement among customers. For keeping the interest of customers,
advertiser should cover all the aspects through which the customer’s desires can be
satisfied. Once the desires of customers are fulfilled through a product or services then
the customer will tend to buy it. Therefore, the communication process helps marketers to
have an effective market through promotion and advertisement (Components of
communication process, 2014.).
1.2 Background of promotion and advertising industry
Thousands of companies are involved in advertisement and promotion industry and has
relatively a complex structure. To understand this industry clearly, it can be divided into four
principle parties: Client companies advertiser, advertising agency, suppliers of promotional
materials and media suppliers (Hackley, 2005). Each of the parties has their own roles and has a
close relationship with each other.

Advertising agencies: They are the individuals or organizations which provide advertisement
services to its clients. . Main activities of these agencies are promotional campaigns and planning
advertising, buying and scheduling of media, integrating and buying promotional materials
(Belch, Belch and Belch, 2012). In addition to this, Advertising agencies help advertisers in
selecting appropriate media channel so that message could be conveyed effectively. They help
companies in purchasing promotional materials which will be essential for the promotional and
advertising campaign. Among all these, they also help in designing creative components which
are helpful in differentiating from competitors and in attracting customers (DelVecchio, Henard,
and Freling, 2006). They are also responsible for evaluating and monitoring the results form the
campaign conducted. In the result of all above process, they evaluate whether the campaign was
successful or not as well as money and other resources were used effectively or not.
Client Companies advertisers: Client are the advertisers. They are the ones who demand on the
promotion and advertisement of their products. With the help of their own employees, they can
design a promotional and advertising plan or hire advertising agency (Carrillat and Astous,
2012). They hire an agency and convey their idea, then these agencies will develop a plan so that
idea can be developed in a presentable form. If the client find anything in the campaign plan
which do not satisfy their requirement, then the agency has to improve or change it in order to
fulfil all needs of its client (Valette-Florence, Guizani and Merunka, 2011). At last, they will
analyse and evaluate to know the effectiveness and quality of the campaign.
Illustration 2: Principle of advertising and promotion industry
(Source: Advertising and promotion, 2014)

Media suppliers: These are the fastest tools for advertising. They provide a wide range of
sources for advertisement like newspaper, television, radio, magazines and posters. Each source
for advertisement has its own limitations and advantages. Advertising agency should calculate
and choose a suitable source which would help it in attracting more customers (Chen, 2010).
Clients should do a market research in order to know that through which source their customers
will get attracted (Customer credit act, 2006). In today's world, most of the companies use
internet as a source of attracting customers. Use of internet has been increasing rapidly through
which firm can upload their advertisement on various websites in order to attract customers.
Suppliers of promotional materials: They are the ones who provides the additional activities for
advertising campaign like printers, promotional gifts, exhibition organization and co-ordination
of corporate hospitality (Srinivasan and et.al., 2009). All parties have their own roles like
exhibition organizer who is responsible for informing and deciding the place and price of product
as well as services for the company. In short, all these principles are very helpful in providing
information to existing customers and attracting new customers.
1.3 Promotional regulations in UK
There are many rules and regulations developed by UK government which are necessary
to be followed by all the cities including Westfield Stratford City. ASA (Advertising Standard
Authority) is one such authority in UK which maintains the standards of advertisement (Fay,
2006). Main role of this authority is to regulate the sales promotion, direct marketing and content
of advertisement. ASA follows the advertising codes written by Committees of Advertising
Practices. They act against the complaints and they regularly check the media to take actions
against offensive, harmful and misleading advertisements (Villarejo-Ramos, and Sánchez-
Franco, 2005). Furthermore, they develop various regulations like customer's protection from
unfair trade, data protection act, distance selling act, sale of goods act and customer credit act. Unfair trade act: This act protects customers form misleading messages rendered by the
firms. It examines whether firms are providing customers with what they have promised
in the advertisements. Providing the customers with false information like standard,
quality, quantity, model, etc. will affect the performance of the organization existing in
mentioned complex. Any firm which provides false information related to the products or
services to customers will be punished under this law (Hill, 2006). For instance, If a
customer purchase a product to get the prize or gift offered by company and after the

purchase he comes to know that company is not giving any kind of prizes and gifts. This
will lead an offence of false activities under the content of advertisement and on that
basis business enterprise goodwill can be affected. Sale of goods act: It examine that whether the product which is provided to the
customers is in good condition or not. Products provided by the firm should not be
defected and should be in a working condition (Conchar, Crask and Zinkhan, 2005). If,
the product purchased by customer do not perform the way it should or it does not satisfy
the terms which the product states, then it will be punishable under this law. Firm should
provide products which will perform effectively and should fulfil all the requirements
which company has informed. Data protection act: This act ensures the protection of customer’s information and data
taken by the company. Information about customers should only be used for the purpose
for which it has been collected (Erdem and Sun, 2002). All the information which firm
collects regarding customers in order to maintain a good relationship or collected in order
to do a market research, should be erased from the database of company after a certain
period. This act ensures that information collected by firm is not misused. In addition to
this, data should be accessed by only those people who have rights to authorize Customer credit act: According to this act, there are many restrictions in maintaining
relation with the creditors and debtors in terms of fair practices. It includes restrictions
like requirement of proper license, no unfair practices, etc. Firm should provide credit to
customers only after checking their creditworthiness (Lawlor and Prothero, 2008). In
addition to this, firm should note down the credit provided to the customer, duration
agreed, total amount which is payable and time given for repayment. Firm should be
very careful in providing credit to the customers and should keep in mind the above given
points before giving credit to their customers.
 Distance selling act: This examines the online selling process. Information provided
through online regarding the product should be correct and with refund policies
(Schudson, 2013). In modern era, use of internet is rapidly increasing and as a result most
of the firms have started using internet as a source of selling their product. When a firm
sells a product through internet, all the details or information given by the firm should be

corrected. Firm should provide all the thing which it claims in the information given in
the internet.
1.4 Current trends in advertising and promotions including the impact of ICT in Westfield
Complex
Living standards of people have improved and maximum people have started using high
tech machines like interactive television, laptop, etc. With this improvement, great opportunity
has availed in the marketing of latest products or services (Smith and Zook, 2011). Latest trends
for advertising and promotion including impact of ICT in Westfield Complex are as follows: Advertising through Television: It is a very expensive source for the advertisement and
Westfield Complex should use this method as the main channel for advertising services
or products. In UK, most of the families have television and it has proved to be an easy
and fast way for attracting large audience (Grunig, 2013). Now days, film stars are hired
for advertisement which raises the effectiveness and guarantee of the product into the
mind of customers and makes them to feel fashionable. If the advertisement displayed on
television is attractive, then this will surely affect the purchase decision of customers. On
the other hand, if product is not advertised on television then the customers will never
recognize that product as well as its quality (Martin, 2012). Westfield Complex can
advertise on SCTV5-shopping TV, TV shopping, SCTV10-Home shopping, etc. as these
are the few famous TV channels which will help them in attracting the customers.
 Internet: It is the cheapest and easiest way for advertisement. Access to internet has
increased rapidly and firm are highly benefited through this source by advertising their
product. Websites with large viewers can be selected and company's advertisement can
be displayed on that (West and Prendergast, 2009). As a result, more and more people
will get to know regarding the product or services. Some popular website like
youtube.com, vnexpress.net, etc. can be used for advertisement by Westfield Complex.
ICT has developed a great opportunity to develop relationship through both B2B and B2C. It
allows a mass and quick way to communicate with the large audience (Jones, 2006). There are
many ways through internet can be accessed. ICT is not only beneficial for advertising agencies
and advertiser but also for customers and audiences. Through ICT, Information can be get
available easily and quickly promotional campaigns can be joined.

 Social media: This is the most popular source of advertisement through which people
can share their ideas, knowledge information. Furthermore, they can connect anyone
around the world. Advertising through social media helps to know the value of product
among people. In addition to this, t firm can understand the needs and requirements of
customers and accordingly they can make improvement in their products or services
(Ayanwale, Alimi and Ayanbimipe, 2005). Positive comments will help firm to attract
new customers. Social media like Facebook, YouTube, Twitter, etc. are the most popular
sites which can be used by Westfield Complex for advertising their services and products.
 Outdoor advertising: This focuses on marking to customers when they in public places.
Outdoor advertising like street furniture, advertisements on billboards, etc. For Westfield
Complex, billboard advertisement will be very helpful. This type of advertisement will
be helpful in reminding and informing the customers about the firm's products or
services.
These were some methods which Westfield Complex can adopt for attracting customers
effectively.
2.1 Role that advertising could play in an integrated promotional strategy for the Westfield
Complex
Marketing communication includes different types of tools like sales promotional, advertisement,
personal selling, public relation and direct marketing (White, Parsons and Ceylan, 2014). Each of
the tools has their own importance and among these tool's advertisement is very important. In
case of Westfield Complex, marketing communication can help in understanding the role of
advertising in an integrated promotional strategy: Providing information: Providing information is the most important function of
advertisement . It makes the customers aware regarding the new products and informs
them regarding various offers given on the products which are offered by different firms.
In addition to this, it is helpful in providing detailed information regarding the benefits
and features of products and from this, customers can find better solutions according to
various needs and demands (Martin, 2012). There are many firms which use
advertisement as a tool to develop anxiety among customer towards their products. There
are firms which advertise their product one month before the release date of particular

commodity. This develops curiosity among the customers towards the commodity, that
what the product will be, how will it look like, what will be its performance, etc.
Similarly, Westfield Complex should advertise their products one month before the
release date which will help them in attracting customers. In addition to this, firm should
provide their customer with sample information regrading the product so that customer
feel confidence in purchasing the product. Attractive advertisement will help firm to
offset competitors and used as a tool which helps to complete. Frequent advertisements
are very important in order to get connected with customers. Along with this, frequent
advertisements are important for reminding, reinforcing customers and creating
awareness (West and Prendergast, 2009). Firms which offers same type of products
should apply innovative styles in terms of design, function, performance, etc. so that firm
could provide high competition from their side to competitors.
 Tools focused by Westfield Complex on marketing communication: Westfield Complex
is focused on sales promotion, advertisement and developing public relations. They use
TV, magazines, websites, etc. as different ways of promoting and advertising. These
methods help them in providing information to customers regarding the products and
services provided by Westfield Complex. In addition to this, they provide their customers
with bonus, products in discounted rates and free gifts which are very helpful in
promoting their brand.
2.2 Use of branding in strengthen a business such as the Westfield Complex
Branding is a process through which organizations distinguish themselves form other
companies. They develop distinctive packing, design and name so that they could be distinguish
itself from other firms (Jones, 2006). When branding is implemented, then following things are
needs to be concerned: Brand name, brand mark, trade mark, brand equity and trade name.
Advertising through various sources like television, social media, etc. helps in developing brand
image among customers. In addition to this, branding help in developing awareness, credibility,
reputation and customer satisfaction. It increases the uniqueness of product. It develops trust
among customers. Along with this, the most important benefit of branding is that it increases the
sale. This means that if the prices of the commodity is increased still the customers will buy that
product. Brand image and brand name play a vital role in attracting customers in Westfield.

Branding helps in setting the image of one's firm apart from its competitors. Words and graphics
should be chosen carefully in branding that it clearly reflect the business and target audience get
attracted. Mostly customers buy product which are familiar (Ayanwale, Alimi and Ayanbimipe,
2005). Firm should adopt differs promotional strategies in order to make customers familiar
with its brand. After that, customer will surely purchase the products and services of Westfield
complex. It develops trust, and confidence among customers and they buy the product because
they know that quality of product will be better than any other product of different firm. In
short, it is cleared that developing brand image is very important as it develops trust and
confidence into the mind of customers towards the product delivered by the firm.
2.3 Reviewing creative aspect of advertising
Creativity is considered as an essential fact of advertising which helps company to get
attention of customers and significantly it leads to enhance the positive attitude of customers in
order to buy that product. Further, high quality and creative ads really motivate and inspire
customers in order to buy that particular product of organization. For instance, if a customer
gets amazed and really touched with some advertisement content then that particular
advertisement will create a positive image in the mind of that individual and he or she will
become a loyal customer' of organization existing in Westfield complex (Clow, 2007).
On the contrary, there are many peer organizations who exist near to the individuals
where they reside and they also sale same products and services. By getting same product quality
at reasonable price, individuals will not show that much of interest in organization
advertisement. Further, Westfield Stratford city is operating a shopping center in UK in which
there are more than 350 organizations who are running and functioning their operations in order
to satisfy the wants of customers . In order to this, Westfield has to make its advertisement more
creative in such a way that it reflects its USP and also some plus points to customers of
purchasing product from its shopping center (Mueller, 2011).
Moreover, as life is becoming more and more complex, it is relatively becoming difficult
for organization to influence people with different advertisement and promotional messages.
This is the only time where creativity is required mostly. A In order to to fulfill the needs of
creativity, mainly three aspects are required to follow:
Creative procedure- It is a type of process which focuses on gathering attention of customers and
also forcing them intentionally to watch and see organization advertisement (Shah, 2009).