Detailed Analysis of Advertising and Promotion for Westfield Complex

This report examines the advertising and promotion strategies of the Westfield Stratford City complex. It begins by outlining the communication process, emphasizing the AIDA model for effective advertising. The report then delves into the background of the advertising and promotion industry, detailing key players such as media suppliers, advertising agencies, clients, and suppliers of promotional materials. It also covers promotional regulations in the UK, including the Advertising Standards Authority (ASA) and relevant acts like the Unfair Trade Act and Data Protection Act. Furthermore, it explores current trends in advertising, including the impact of ICT, television, internet, social media, and outdoor advertising. The report analyzes the role of advertising in an integrated promotional strategy, the use of branding to strengthen a business, creative aspects of advertising, and various ways of working with advertising agencies. The conclusion reinforces the importance of effective advertising and promotion for business success, highlighting the key elements discussed throughout the report.

ADVERTISING AND
PROMOTION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Communication process that applies to advertising and promotion at Westfield Complex
................................................................................................................................................1
1.2 Background of advertising and promotion industry.........................................................2
1.3 Promotional regulations in UK.........................................................................................3
1.4 Current trends in advertising and promotions including the impact of ICT in Westfield
Complex.................................................................................................................................3
2.1 Role that advertising can play in an integrated promotional strategy for Westfield
Complex.................................................................................................................................4
2.2 The way in which branding can be used to strengthen a business such as the Westfield
Complex.................................................................................................................................5
2.3 Review of creative aspects of advertising in the context of Westfield Complex.............5
2.4 Various ways of working with advertising agencies........................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In modern business world, to become successful, use of promotion and advertisement
should be effectively done in order to sustain in the market. Advertisement is a type of marketing
communication tool which is used for selling or promoting something. On the other hand,
promotion is a process through which customer’s awareness is raised towards brand or product
(Fay, 2006). Through promotion, brand loyalty increases and it also helps in generating sales.
This report is about Westfield Stratford City which is a metropolitan capital for East London, a
dynamic and innovative place for a new generation of consumers to shop, to eat, to meet, to be
entertained and to stay. This report covers four learning outcomes which include scope of
communication process that is applied to advertising and promotion at Westfield Complex along
with the importance and techniques of advertisement and process for the formulation of a budget
for an integrated promotional strategy.
TASK 1
1.1 Communication process that applies to advertising and promotion at Westfield Complex
In simple words, communication means sharing of information to others with an aim of
exchanging ideas which develop understanding among the communicators. Westfield Stratford
City has to use effective communication process for updating customers regarding the services
and products delivered by them (Alvare and Casielles, 2005). For effective communication
process, the key elements are encoding, channels and signals, receiver and decoding, feedback
and noise. In the communication process, if any of the elements will get absent then the process
will be distorted.
It is very important for an advertiser to analyze the sources through which he tends to
connect with the customers. AIDA model can be used by Westfield Stratford City for effective
promotion and advertisement. AIDA (Attraction, Interest, Desire and Action) 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 (Fam, Waller and Erdogan,
2004).
This model will help Westfield Stratford City in developing an effective advertisement
process which would create excitement among customers. For keeping the interest of
advertisement, customer’s requirements must be undertaken as this will show cast the interest of
individuals. Once the interest is developed among customers, then desire would be created. For
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this process, the promotional planner should develop the desire towards product (Chen, 2010).
After this process, final action will offer the services or goods to customers. Therefore, the
communication process helps marketers to have an effective market through promotion and
advertisement.
1.2 Background of advertising and promotion industry
Thousands of companies are involved in advertisement and promotion industry and have
relatively a complex structure. This industry is divided into four principles, that is, media,
clients, agencies and suppliers of promotional materials (Carrillat and Astous 2012). All these
principles have a close relation with each other. Following are the principles which help
Westfield Complex management in effective advertising and promotion:
 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
(Petrovici and Marinov, 2007). Each source for advertisement has its own limitations and
advantages. Advertising agency should calculate and choose a suitable source which
would help them in attracting customers.
 Advertising agencies: They are the individuals or organization that distribute advertising
product to the customers. They plan promotional and advertising campaigns, buying of
media and integration of other promotional materials (Martin, 2012). This agency will
help the advertisers in selecting suitable media channel and will contact them to buy the
media.
 Clients: They are the one who demand on promotion and advertisement on their products.
With the help of their own company’s employees, they can design the promotional and
advertising plan or hire advertising agency (Razzi, 2014).
 Suppliers of promotional materials: They are the one who carry out the additional
activities for advertising campaign like printers, promotional gifts, exhibition
organization and co-ordination of corporate hospitality (Sabri, 2012). All parties have
their own roles like exhibition organizer is responsible for informing place and price of
product exhibition for company.
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1.3 Promotional regulations in UK
There are many regulations followed by UK which have to be followed by all cities
including Westfield Stratford City. ASA (Advertising Standard Authority) is one such authority
in UK which maintains a standard for advertisement. This authority develops vital rules 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 the customers form misleading messages by the firms.
It examines whether the firms are providing customers with what they have promised in
the advertisements (Lawlor and Prothero, 2008).
 Sale of goods act: They 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.
 Data protection act: This act ensures the protection of customer’s information. After a
certain period, the information of customers should be erased from the database of
company (Hill, 2006). Information about customers should only be used for the purpose
it has collected.
 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.
 Distance selling act: This examines the online selling process. The information provided
online regarding the product should be correct and with refund policies.
1.4 Current trends in advertising and promotions including the impact of ICT in Westfield
Complex
The latest trends for advertising and promotion including impact of ICT in Westfield
Complex are as follows:
1. Television: It is an expensive source for advertisement and Westfield Complex that
should be used as the main channel for advertising services or products. In Westfield
Complex, most of the families have television and it has proved to be the easy and fast
way for attracting large audience (Shah, 2009). Nowadays, film stars are hired in
advertisements which raise the effectiveness as it gives the guarantee of product and
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makes customers feel fashionable. Westfield Complex can advertise on SCTV5-shopping
TV, TV shopping, SCTV10-Home shopping, etc. as these are few famous TV channels.
 Internet: It is the cheapest and easiest way for advertisement. Websites with large viewers
can be selected for displaying company's advertisement (Belch, Belch and Belch, 2012).
Some popular websites like youtube.com, vnexpress.net, etc. can be used for the
advertisement by Westfield Complex. ICT has developed a great opportunity for
developing relationship through both B2B and B2C. It allows a mass and quick way to
communicate with the large audience (Stafford and Faber, 2004). There are many ways
through which internet can be accessed. ICT is not only beneficial for advertising
agencies but it is beneficial for the advertiser as well as for the audience as well.
Information gets easily available and hence, quick promotional campaigns can be
conducted (UK Mobile ad spending to pass 2B in 2014, 2014).
 Social media: This is the most popular source of advertisement. Social media like
Facebook, YouTube, Twitter, etc. can be used by Westfield Complex for advertisements.
 Outdoor advertising: This focuses on communicating to customers when they are at the
public places. Outdoor advertising can be done in street furniture, advertisements on
billboards, etc. In the context of Westfield Complex, advertisements done on main streets
and on billboards will be helpful (Clow and Baack, 2013).
2.1 Role that advertising can play in an integrated promotional strategy for Westfield Complex
Marketing communication possess different types of tools like sales promotional,
advertisement, personal selling, public relation and direct marketing (Baer, 2013). Each of the
tools has their own importance and among these tools, advertisement is of key importance. In
this context, Westfield Complex can help in understanding the role of advertising in an
integrated promotional strategy:
 Most important function of advertisement: The most important function of advertisement
is “Inform”. It makes the customers aware about the product or services provided by the
firm. Westfield Complex displays its advertisement on TV regarding the products and
services they offer.
 Tolls focused by Westfield Complex on marketing communication: Westfield Complex
focuses on sales promotion, advertisement and in developing public relations (Mueller,
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2011). They use TV, magazines, websites, etc. as different ways of promoting and
advertising.
2.2 The way in which branding can be used to strengthen a business such as the Westfield
Complex
Branding is a process through which the organization stands different from their
competitors. Through distinctive names, designing, packing, etc. a brand is created. Branding
helps in developing awareness, credibility, reputation and customer satisfaction. It increases the
uniqueness of product. It develops the trust among customers. Among all advantages, the most
important benefit is that it increases the sale. This means that if the prices of commodity get
increased still, the customers will buy the product (White, Parsons and Ceylan, 2014). The brand
image, name, etc. plays a vital role in attracting the customers in Westfield Complex.
2.3 Review of creative aspects of advertising in the context of Westfield Complex
Advertising plays an important role in creating image of services and production the
mind of customers. There are following things which have to be kept in mind in creating an
advertisement like message, theme, style, graphic design, use of language, etc. Creative
advertisement should grab the attention, should be memorable, interesting and it must achieve
the set goals. Westfield Complex should focus on the youth and teenagers as its advertisement
should be colourful. Yellow and black colour should be used more as it appears attractive. They
can attract the customers by providing attractive price, convenience, design, etc.
2.4 Various ways of working with advertising agencies
It is very important for the organization to choose correct advertising agencies. There are
many advertisement agencies among which few are like Full-service agency, Creative hot shop,
Media independents, In-house, Marketing agency, etc.
Different ways through which advertising agencies work are as follows:
Advertising message: Message will be decided that has to be presented to the customers.
Ways of advertisement: Different ways like advertisement through newspapers, TV,
radio, etc. will be decided (West and Prendergast, 2009).
Expenses: Lastly, the advertising agency will convey expenses incurred to the firm.
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CONCLUSION
From this report, it can be articulated that AIDA (Attraction, Interest, Desire and Action)
is the best way for promotion and advertisement. In addition to this, there are four principles for
promotion and advertisement. Among these principles, media suppliers, advertising agencies,
clients and suppliers of promotional material, all plays important roles in advertisement and
promotion. Further, Unfair trade act, Sale of goods act, Data protection act, customer credit act,
Distance selling act, etc. are few regulations for maintaining the standards in UK.
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REFERENCES
Books and Journals
Alvarez, A. B. and Casielles, V. R., 2005. Consumer evaluations of sales promotion: the effect
on brand choice. European Journal of Marketing. 39(1/2). pp.54 – 70.
Baer, J., 2013. Youtility: Why Smart Marketing Is about Help Not Hype. Penguin.
Belch, E. G., Belch, E. G. and Belch, A. M., 2012. Advertising and Promotion: An Integrated
Marketing Communications Perspective. McGraw-Hill/Irwin.
Carrillat, A. F. and Astous, D. A., 2012. The sponsorship‐advertising interface: is less better for
sponsors? European Journal of Marketing. 46( ¾). pp.562 – 574.
Chen, R. G., 2010. The risk reduction role of advertising in relation to price rigidity. European
Journal of Marketing. 44(11/12). pp.1839 – 1855.
Clow, E. K. and Baack,E. D,. 2013. Integrated Advertising, Promotion, and Marketing
Communications. Pearson Education.
Fam, S. K., Waller, S. D. and Erdogan, E. B., 2004. The influence of religion on attitudes
towards the advertising of controversial products. European Journal of Marketing.
38(5/6). pp.537 – 555.
Fay, M., 2006. Cyclical patterns in the content of advertisements: Replication, confirmation,
extension and revision. European Journal of Marketing. 40(1/2). pp.198 – 217
Hill, M. R., 2006. Advertiser satisfaction with advertising agency creative product. European
Journal of Marketing. 40(11/12). pp.1254 – 1270.
Lawlor, A. M. and Prothero, A., 2008. Exploring children's understanding of television
advertising – beyond the advertiser's perspective. European Journal of Marketing.
42(11/12). pp.1203 – 1223.
Martin, D., 2012. Foreign women in Japanese television advertising: Content analyses of a
cultural convergence paradigm. European Journal of Marketing. 46(½). pp.157 – 176.
Morgan, N. and Pritchard, A., 2013. Advertising in Tourism and Leisure. Routledge.
Mueller, B., 2011. Dynamics of International Advertising: Theoretical and Practical
Perspectives. Peter Lang.
Petrovici, D. and Marinov, M., 2007. Determinants and antecedents of general attitudes towards
advertising: A study of two EU accession countries. European Journal of Marketing.
41(3/4). pp.307 – 326.
Sabri, Q., 2012. Preliminary investigation of the communication effects of “taboo” themes in
advertising. European Journal of Marketing. 46(1/2). pp.215 – 236.
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Shah., 2009. Advertising N Promotion. Tata McGraw-Hill Education.
Stafford, R. M. and Faber, R., 2004. Advertising, Promotion, and New Media. M.E. Sharp.
West, D. and Prendergast, P. G., 2009. Advertising and promotions budgeting and the role of
risk. European Journal of Marketing. 43(11/12). pp.1457 – 1476.
White, L. E., Parsons, A. and Ceylan, A., 2014. Cross promotion of web references in print ads:
Are advertisers attempting to engage consumers? Journal of Research in Interactive
Marketing. 8(4). pp.309 – 326.
Online
Razzi, K., 2014. Good communication requires 80% listening. [Online]. Available through:
<http://blog.tnsemployeeinsights.com/good-communication-requires-80-listening/>.
[Accessed on 23rd October 2015].
UK Mobile ad spending to pass 2B in 2014. 2014. [Online]. Available through:
<https://bongous.com/uk-mobile-ad-spending-to-pass-the-2b-in-2014/>. [Accessed on
21st October 2015].
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