Advertising and Promotion Report

This report delves into the intricacies of advertising and promotion, differentiating between the two marketing techniques and exploring their application within the context of Westfield Stratford City. It examines the communication process involved, highlighting the roles of sender, receiver, message, and media, while also considering noise and feedback. The report further investigates the organization of the advertising and promotion industry, the regulatory landscape in the UK, and the impact of Information and Communication Technology (ICT) on current trends. A significant portion is dedicated to the role of advertising within integrated promotional strategies, emphasizing the use of both traditional and modern methods. The importance of branding in strengthening a business is discussed, along with the creative aspects of advertising and effective collaboration with advertising agencies. The conclusion summarizes the key findings, emphasizing the crucial role of advertising and promotion in enhancing productivity and profitability.

Advertising and
Promotion

TABLE OF CONTENTS
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
Understanding the scope of communication................................................................................3
CONCLUSION................................................................................................................................7
References........................................................................................................................................9
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INTRODUCTION
Advertising and promotion are two different marketing techniques which are used by
marketers to generate awareness about its product among customers. Advertising is a paid form
of communication which involves transmission of information about product through mass
media channels like, television, radio etc. Promotion refers to all the combined activities that
assist in communicating the information about product and its attributes to its customers (Boone
and Kurtz, 2012). In the present report, different aspects of advertising and promotion are
explained. Westfield is complex is situated in Westfield-Stratford City that provide shopping
products, food and beverages to large number of customers.
TASK 1
Understanding the scope of communication
Process of communication
In order to attract large number of customers, it is required for the organization to have
strong and effective communication system. Therefore, company uses impelling communication
processes to sustain cut throat competition from rivals. However, advertising is a type of mass
communication where information is transmitted with the help of mass media. For advertising,
the company uses channels like, television, radio, magazines, sales promotion and internet to
reach wide range of target audience (Dachunta, 2014). The promotion involves set of activities
like, advertising, sales promotion, personal selling and direct email. All these activities involves
different mode of communications. In addition to this, the personal selling involves two way
communication between seller and buyer whereas, advertising, sales promotion and direct mail is
the one way communication. Furthermore, in the given scenario, Westfield Complex can use
advertising and promotion method to communicate different products and services offered in the
shopping complex. This will further help in improving the sales and increasing productivity and
profitability of the company.
The communication process involves various elements like, sender, message, receiver,
media, encoding and decoding. It addition to this, communication process will involve feedback
and noise. Furthermore, Westfield Complex is sender as it will send information about its
shopping complex to target audience. The target customers will receive the message and translate
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the message on the basis of their understanding; they are receiver of the message (Bowie, D. and
Buttle, 2011). The message will involve explanation about different shops, restaurants and other
facility available in complex. However, the different channels used by company are, advertising
and promotion on advertising, online media, trade shows, print media etc. The response of
customers on the message of Westfield Complex will give an idea to the company about
expectations of customers. For instance, the response of consumers is not favorable (Minato,
2012). The feedback also stated that shops which are present in the company provide costly
products and emphasis is given on branded products only. The noise also occurred due to
unexpected distortions that resulted into misinterpretation of message by target customers.
Therefore, it is required for Westfield Complex to improve its communication process.
Organization of a advertising and promotion industry
Westfield Complex can take help of various organizations working in advertising and
promotion industry to perform their marketing activities effectively (Riggs, 2011). Therefore,
complex can outsource its advertising and promotion work to a reputed agency of the same field.
The marketing activities are key activities of a company therefore the ad agency must be wisely
selected. Therefore, it is important for Westfield complex to consider various factors like,
goodwill, technology, creativity, return etc. The ad agency should have strong goodwill and
should be experienced in its field. Thereafter, it should have modern technology that helps in
effective promotion (Wang, 2007). With this aspect, it is important to chose ad agency which is
having strong creative ability that assist in attracting large number of customers. In addition to
this, agency must possess adequate knowledge about market and customers. Therefore, the cost
and expected return should be calculated before selecting the advertising agency. The
management of complex should ascertain that the cost of advertising should not exceed the
expected return of its investment in the advertising agency (Stover, 2007).
Regulations of promotion in UK
There are different regulatory bodies that regulate the promotional activities in UK. The
main objective of them is to avoid the fake and fraudulent promotional activities. This further
promotes the interest of customers and reduces the cheating among them (Stead, Angus and
McDermott, 2007). Therefore, the regulatory bodies like, Advertising Standards Authority is
responsible to control marketing activities across all media channels in UK. It takes strict actions
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Re: Fwd: Fwd: Newagainst company who does misleading or fraudulent promotion. It acts on
the customer complaints against harmful ads, promotion and direct marketing (Nimwegen and et
al., 2008). Along with this, Bar Standards Boards is another regulatory body that checks the
quality of product and matches it with the information provided in the promotional activities.
Thereafter, the Committee of Advertising practices is other regulatory body that develops
broadcast and non broad cast promotional codes that are regulated by Advertising standard
authority. Further, , CAP revise those codes and help the standard authority to implement them.
Current trends in advertising & promotion and impact of ICT
In order to ensure the success of advertising and promotion activities, it is important to
follow current trends and innovation. This further helps in attracting customers and retaining the
loyal consumers. According to the current trend, the customers use latest technology instead of
traditions. Therefore, Westfield Complex should evolve new methods that are more appropriate
for the prevailing environment and best suited to customers (Matthews, 2005). Therefore, the
company can use ICT (Information and Communication Technology) for communication.
Nowadays the communication and promotional activities are solely dependent on technology.
ICT assist in effective communication that helps in surviving the tough competition. With the
help of modern and innovative techniques, Westfield Complex can enhance its profitability and
share value in the market. ICT is an effective and fast medium that help in reaching customers
instantly. ICT uses internet portals, e- mail, e- commerce and different internet sites that further
assist in global advertising. In present scenario, the details of offerings of Westfield Complex are
stored in the websites and customers can visit the website and avail the valuable information
about product. Further, customers can use this information to select and purchase the product
(Kirca, Jayachandran and Bearden, 2005). Therefore, the ICT is innovative and influential way
of communicating with the customers. By using ICT as a medium of advertising, has impacted
the complex in many sense. Communication has become effective thus, leads to the reduction in
distortion of information and target audience interpret the meaning correctly, which have
increased the sales and profit of an organization. Similarly, the information can be reached
globally without incurring much cost which have helped the company to attract more people and
therefore, footfalls have increased. ICT has a positive impact on the Westfield complex.
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Role of advertising in an integrated promotional strategy
The advertising plays a crucial role in integrated promotional strategies for Westfield
Complex. The integrated promotional strategies refers to regular use of traditional and modern
promotional methods of marketing generate awareness about the products of Complex among
customers (Jafari, 2013). Thereafter, Westfield Complex can use traditional methods like,
advertising on television, hoarding boards and posters to reach wide range of audience.
Thereafter, it can give ads in magazines and newspapers. It can also participate in sponsorship
events which will promote the brand to large no of audience attending the event. The complex
can also take part in trade shows where different business gather to generate awareness about
their offerings. Further, there are different modern methods like digital marketing where
company can design an attractive sites to encourage customers to visit the Westfield shopping
complex and enjoy the available services (Gailloux, Samson and Shah, 2012). Thereafter,
promotion can also be done on social networking sites which are more effective and innovative
medium of communication. However, Westfield Complex is using technology that help in
designing attractive websites for company and also it can develop a mobile applications which
will enable a customer to get the information directly on its smart phone. Hence, the complex is
using advertising as an integrated promotional strategy to increase its customer base by
generating the awareness about its offerings to large number of customers (McEwan, 2015).
Branding used for strengthening a business
Branding is a effective promotional way which uses unique name or symbol to create a
distinct image for the offerings of company in the minds of customers. The strong brand image
also help in retaining loyal customers and assist in distinguishing the product of company with
rivals product. Thereafter, Westfield Complex can use branding to build the trust and confidence
of customers in the brand of company. In addition to this aspect, branding will enhance the
market value and reputation of company (Saxena, 2009). Further, company can develop a
distinct image in market so that even if the prices of offerings of firm increases, demand will not
fall. Branding involves the use of name of complex; Westfield and logo to develop a unique
image. With this aspect, company can sustain the competition by using its brand image and
improve customer base by attracting more customers and retaining the loyal consumers.
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Review of a creative aspect
The creative and unique advertising help in grabbing more attention of customer. It
further assist in developing optimistic attitude of customer about the products of Westfield. The
creative advertising stimulate customers to purchase the product (Chandrasekar, 2010).
Therefore, in the highly competitive environment it is important for shopping complex to use
creative advertising to develop positive image of brand in the customers mind. However, three
aspects are required to prepare creative ads for Westfield such as, creative process, people and
situation. Further, the creative process is a way that help in pulling the attention of customer and
stimulate them to go through the ads (Kazmi, 2007). Creative people use their creative thinking
ability to evolve ways to attract customers while, creative situation refers to conditions which
turn the creativeness into reality. Therefore, the set of these aspects leads to the creativity in
advertisement.
Ways of working with advertising agencies
The advertising agency are those company that perform the marketing activities on behalf
of other company (Cant, Strydom and Jooste, 2009). Westfield complex has outsourced the
advertising activities to agency. However, it is significant for Westfield to have sound
relationship with the agency to make the terms mutually advantageous. Therefore, to work in
proper manner with advertising agency Westfield complex must be flexible in attaining its target
and should recall why it is taking help of agency. Thereafter, it should be practical and should
not interfere much in the work of agency and should give freedom to agency to work in their
own style. Therefore, there must be unity of command which means the work of agency must be
overlooked by single individual to avoid confusion (Kotler and Keller, 2011).
CONCLUSION
From the aforementioned report, it can be concluded that advertising and promotion are
key activities that help in increasing the productivity and profitability of company. The scope of
communication within marketing is very broad as it involves use of different promotional
activities like, advertisement, sales promotion, direct marketing and online advertisement.
Thereafter, below the line marketing techniques help in increasing the sales of product of
Westfield Complex by generating awareness among public and attracting more and more
customers.
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REFERENCES
Books and journals
Cant, M., Strydom, J. and Jooste, C ., 2009. Marketing Management. Juta and Company Ltd.
Chandrasekar., 2010. Marketing Management: Text & Cases. Tata McGraw-Hill Education.
Gailloux, M. A., Samson, K. and Shah, G. M., 2012. Significance of effective communication.
U.S. Patent and Trademark Office.
Jafari, A., 2013. The Principles of Islamic Marketing. European Journal of Marketing. 47(10).
pp.1774-1776.
Kazmi, S. 2007. Marketing Management: Text and Cases. Excel Books India.
Kirca, A. H., Jayachandran, S. and Bearden, W. O., 2005. Market orientation: A meta-analytic
review and assessment of its antecedents and impact on performance. Journal of
marketing. 69(2). 24-41.
Kotler, P and Keller, K., 2011. Marketing Management. Prentice Hall.
Matthews, R. J., 2005. Strategic Planning And Management For Library Managers. Libraries
Unlimited.
McEwan, B., 2015. Navigating New Media Networks: Understanding and Managing
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Wang, C. L., 2007. Guanxi vs. relationship marketing: Exploring underlying differences.
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