Advertising and Promotion Strategies and Analysis: Westfield Complex

This report analyzes advertising and promotion strategies in the context of the Westfield-Stratford Complex, focusing on how to improve declining sales. It examines the communication process, the role of advertising agencies, and relevant UK regulations. The report explores the impact of Information and Communication Technology (ICT) on advertising and promotion, emphasizing the significance of integrated promotional strategies and branding for business growth. Creative aspects of advertising are reviewed, and the report concludes with a discussion on the optimal methods of working with advertising agencies to achieve marketing targets. The report provides insights into the application of various marketing tools and techniques to enhance brand image and increase customer engagement.

ADVERTISING
AND
PROMOTION
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Communication process applicable to advertising and promotion........................................3
1.2 Various organizations working in advertising and promotion industry.................................4
1.3 Regulations of promotion in UK............................................................................................5
1.4 Trends in advertising and promotion and impact of ICT.......................................................5
2.1 Role of advertising in integrated promotional strategy of Westfield Complex ....................5
2.2 Significance of branding for increasing business..................................................................6
2.3 Reviewing the creative aspect................................................................................................6
2.4 Mode of working with advertisement agency........................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8
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Illustration Index
Illustration 1: Communication process ...........................................................................................4
Illustration 2: Integrated marketing strategy....................................................................................7
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INTRODUCTION
Advertising is a marketing tool which is used by business entities to build brand image in
the market. It further assists in persuading customers to buy products and services offered by an
organization. Thereafter, promotion involves all the activities that help in communicating brand
image and product idea or service to prospective customers (Stafford, 2005). It further helps in
retaining brand loyal customers and attracting new one. In the present report, various aspects of
advertising and promotion will be studied in context of Westfield-Stratford Complex. The
complex have several brand stores, restaurants, recreational facility that aims at providing
unique shopping experience to customers. In this report, learning will be shown regarding the
significance of advertising and promotion in improving declining sales of this shopping center.
Further, impact of ICT on the sale of organization will be studied.
TASK 1
1.1 Communication process applicable to advertising and promotion
Communication is an important aspect that helps company in disseminating information
about different offerings. Further, advertising and promotion are important tools that assist
company in boosting its market sales and enhance productivity (Gourkova, 2005). Company can
use various tools of advertising and promotion to communicate the customers about products and
services offered at Westfield Complex. It involves use of methods like, newspaper, television,
radio, websites etc for advertising. Communication process which is used by this Company is as
follows:
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 Source: Here, management of Complex will be source of information that will
communicate different services and products offered by company to its target and
potential customers.
 Message: Message involves the information about stores, restaurants, and entertainment
facilities etc that are available at complex. The message will be impelling so as to induce
customers to visit the complex (Lee‐Foster, 2010).
 Medium: To communicate the aforementioned message to prospective customers,
management of Complex can use direct mail, telecommunication, web portal etc.
 Receiver: Target customers will receive the message and understand the same as per
their knowledge. This process is called as decoding.
 Feedback: Customers give response regarding their understanding on message. The
feedback assists management in understanding whether customers are willing to visit
complex or not. In addition to this, needs and prospects of customers can be understood
in order to fulfill them (The Communication Process, 2014).
 Noise: There are various disruptive elements that affect the proper interpretation of
message communicated by Complex. It creates adverse impact on the entire business
processes of the Westfield complex.
1.2 Various organizations working in advertising and promotion industry
From the provided scenario, it has been identified that sales of Westfield Complex has
been declining and business are leaving the Stafford city. Therefore, it can take help of different
organizations in advertising industry to spread awareness about its offering in order to enhance
the customer base (Hill, 2006). For this aspect, company can outsource its advertising function to
another agency. Therefore, there are various efficient advertising agencies that will assist in
promoting the business of this Complex. They will further perform marketing functions with
expertise by matching the same with professional standards. Further, agency will help the
Westfield complex by providing more knowledge about market, prevailing trends etc. Therefore,
this information employed by agency will help the business of shopping centre to improve its
sales and goodwill.
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1.3 Regulations of promotion in UK
There are different regulatory bodies that control and monitor the advertising and
promotion system of UK. Advertising and standard authority is a regulatory body that ensures
safeguarding from the activities such as misleading, deceptive and immoral advertisement done
by any organization (Steinberg and et. al., 2007). Main aim of this body is to protect the interest
of target customers and assure that advertisements are done as per the set benchmarks only.
Further, it also takes actions against consumer complaints about fake and harmful
advertisements. Similarly, Committee of Advertising Practice is also a regulatory body that
monitors and regulates the communication through advertisements etc. Further, it takes strict and
disciplinary measures against organization for doing fake promotion. It checks that products
correspond to the attributes are highlighted in the published ads.
1.4 Trends in advertising and promotion and impact of ICT
In order to get fruitful results from marketing activities, it is significant for Westfield
Complex to consider the prevailing trends in advertisement and promotion industry. This will
help companies in boosting their market sales and enhancing the customer base. Presently,
Information and Communication Technology (ICT) is widely used promotional technique in
market. It involves use of digital technology, instant messaging, search engine optimization,
software, internet portals etc for promotion and advertisement (ICT, 2014). In addition to this,
ICT is used to design attractive questionnaires, promotional presentations, graphic software that
will stimulate the attention of customers. Therefore, Westfield Complex can make use of various
tools in ICT to induce prospective customers to visit the entity and make purchases. ICT also
helps in ensuring the success of marketing function to large extent.
2.1 Role of advertising in integrated promotional strategy of Westfield Complex
Integrated promotional strategy aims at using assorted communication tools for brand
building. Therefore, by compounding various tools, marketing team of Westfield can ensure that
they reach the target customers in effective and innovative manner. Further, integrated
promotional strategy assists in adopting various traditional and modern methods simultaneously
for communicating the worth of products and services to target audience (Integrated marketing
communications, 2015). It further helps in brand building in market and thereby enhances the
sales. In this respect, cited company can make use advertisement through television, direct mail,
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billboards, point of purchase, trade shows, social media and e-marketing for increasing the sales
of offerings of its shopping centre. Therefore, Company can draw the attention of diversified
range of customers towards Westfield Complex.
2.2 Significance of branding for increasing business
Branding is an important process that assists business enterprise in building unique and
differentiated image of products offered by company in the market. It helps in increasing the
effectiveness of marketing campaign (Gourkova, 2005). By using branding, Westfield Complex
can build its brand image and use the same in drawing attention of new customers and retaining
the loyal consumers. Through branding, organizations can stay ahead of its rivals. Therefore,
Organization can upgrade the quality of its services and assure higher sales of business to build
strong brand image. Further, strong advertisement and promotion methods can be used to
improve brand recognition of the firm (Importance of branding, 2015). Thereafter, branding
assists in building the worth and trust for its product in the minds of customers.
2.3 Reviewing the creative aspect
Creative aspect helps company to make constant up-gradation in its mode of furnishing
services (Huang, 2014). This further provides competitive benefit to organizations in the market.
Therefore, creative aspect help Westfield complex as well in getting an edge over its rivals. The
main aim of creative aspect is to make viable changes in marketing campaign that further assists
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Illustration 2: Integrated marketing strategy
(Source: Chunying, 2013)

in gaining attention of large number of audiences. Therefore, it is likely to enhance the footfalls
of Complex by adopting innovative measures to encourage individuals to make constant visit.
Further, creative aspect involves the use of three elements. These are namely, creative process,
force and situation. Therefore, Westfield Complex can use creative ability of its employees to
design attractive and impelling advertisements (Lee‐Foster, 2010). Thereafter, creative process
can be used in the product development by identifying the consumer’s requirement and using it
in their product. Thereafter, such situation assists in transforming marketing plan into action.
Hence, it can be stated that creative aspect is a crucial function that can be used by Complex to
improve its present situation.
2.4 Mode of working with advertisement agency
Advertisement agency assists Westfield Complex in attaining the marketing targets.
With proper support of advertisement agency, Complex can regain its lost popularity.
Furthermore, advertisement agency helps in improving the brand image and boosting the sales of
various products and services (Woodcock, 2003). Along with this, while selecting the ad
agency, organization should ensure that particular agency must have good market reputation,
proper expertise, experience and infrastructure. In addition to this, it should have creative
personnel that help in designing attractive marketing strategies. However, it is important for
company to adopt appropriate style of working with ad agency. In this respect, management
should assure that proper flexibility is provided to agency in order to work without interference.
Therefore, communication between management and agency should be strong. This will help
the company in knowing progress of marketing campaign (Chunying, 2013). However, it is
important for Westfield Complex to provide budget to advertisement agency so that cost does not
exceed the benefit from marketing program.
CONCLUSION
Summing up the entire report, it can be concluded that advertising and promotion are
important tools that will help Westfield Complex in enhancing the sales of its business. Further,
it can take help of agencies in advertisement business in order to develop attractive and impelling
marketing campaign. Thereafter, by using ICT techniques, new and innovative methods can be
adopted to spread awareness about various products and services offered in Westfield Complex.
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REFERENCES
Books and Journals
Chunying, W., 2013. A study on the delivery of city branding advertisements in China: City
branding advertisement on CCTV, 2007‐2010. Journal of Place Management and
Development. 6(1). pp.67 – 75.
Gourkova, H., 2005. Introduction to Serials Work for Library Technicians. Library
Management. 26 (8/9). pp.548 – 549.
Hill, R., 2006. Advertiser satisfaction with advertising agency creative product. European
Journal of Marketing. 40 (11/12). pp.1254 – 1270.
Huang , H., 2014. Promote the price promotion: The effects of price promotions on customer
evaluations in coffee chain stores. International Journal of Contemporary Hospitality
Management. 26 (7). pp.1065 – 1082.
Lee‐Foster, A., 2010. Capacity to Communicate: Sense's three‐year project training independent
mental capacity advocates in communication skills. The Journal of Adult Protection. 12
(1). pp.32 – 42.
Stafford, M., 2005. Advertising, Promotion, and New Media. M.E. sharpe.
Steinberg, S. and et. al., 2007. An Introduction to Communication Studies. Juta and accompany
ltd.
Woodcock, P., 2003. Marketing and Promotional Strategy. Nelson thornes.
Online
ICT, 2014. [Online]. Available through: <http://www.techterms.com/definition/ict>. [Accessed
on 14th January, 2016.
Importance of branding. 2015. [Online]. Available through: < https://ww.deluxe.com/blog/six-
reasons-why-strong-brand-important-small-business/>. [Accessed on 14th January,
2016].
Integrated marketing communications 2015. [Online]. Available through: <
http://www.searchenginepeople.com/blog/125-marketing-communications-
process.html>. [Accessed on 14th January, 2016].
The Communication Process. 2014. [Online]. Available through: <
http://www.cliffsnotes.com/more-subjects/principles-of-management/communication-
and-interpersonal-skills/the-communication-process>. [Accessed on 14th January,
2016].
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