Advertising Principles: Analysis of Westfield Mall Marketing Campaign

This report provides a comprehensive analysis of Westfield Mall's advertising campaign, focusing on its objectives, target audience profile, message strategy design, and promotional mix. It highlights the importance of building brand image, educating customers, and creating a strong market position. The report also discusses targeting issues faced by organizations and emphasizes the use of social media as a cost-effective media mix. Furthermore, it explores metrics to assess the success of the advertising campaign, such as page views, total visits, and social media metrics, concluding that shopping malls have evolved into a major part of a country's economic community, and advertising campaigns are essential for giving businesses a focused edge. Desklib provides access to this and other solved assignments for students.

Principles of Advertising

 INTRODUCTION
 Brief description of shopping mall
 Objectives of the Advertising campaign
 Description of target audience profile
 Message strategy design
 Promotional mix design
 Media mix design
 Design of an advertising print poster
 Metrics to assess the success of the advertising campa
 CONCLUSION
 References:
Table of Contents

In business, marketing is defined as a business
function & set of the processes included in
creating, delivering & communication value to
the customhouse, followed by the managing
customer relationship, will result in a mutual
benefit for the organisation and company's
shareholders. Marketing is successful exclusive
when business's mission, vision and ability for
leveraging technology align with & complement
each other, & business as whole (Wong, 2022).
INTRODUCTION

Westfield is a luxury shopping mall situated in
Ariel Way, London W12 7GF, United
Kingdom. It is a part of the Westfield
group. This mall is constructed with the eco-
friendly material that is very beneficial for
the environment and individuals as well.
Westfield offer various service such as
clothing stores, food court, playing area,
grocery store, accessory store, pharmacies,
technology store, toy store and many more.
Brief description of shopping mall

The Advertising campaign refers to a series of the
advertisement message which share a single theme and
idea that make up an integrated marketing
communication (Uner and et. al., 2022). It is a set of
the adventurism which revolves around company’s
message and is intended to attain a specific goal. As
Westfield is going to conduct an advertising campaign,
therefore it has few objectives for this.
 Build brand image
 Educate customer
 Create positioning
Objectives of the Advertising
campaign

Segmentation: Westfield has segmented its
market based on the demographic. It has
segmented its market based on the city
centric brands & people. In this, it has
segment the market on the basis of
geographic location and income as it is a
luxury mall that only target the high class
people.
Description of target audience profile

Target: Main target of the Westfield are
various brands and retail shops. In its
market campaign (angelical fashion
campaign) it has targeted the young
customers as they are very concerned
angelical fashion campaign for new
fashions. For this it has targeted the business
class people and age group of between 18 to
40.
Continue…

Targeting issue-When starting any new business,
then organisation faces various targeting issue
during identifying most profitable market
(Schultz, 2020). In relation to Westfield, few
of the targeting issues are mentioned below:
 Lack of the customers insights
 Identifying tenants
 Time consuming and expensive
Targeting issue

It refers to deciding what to say & how to say it- to
attain organisational ultimate goals. Westfield's
message strategy is that “Westfield is encouraging
all customers to show off their Inner angel with
different style as Westfield return to dining,
shopping and more. After a long times spent inside,
Westfield know that customers are ready for the
some fashion reinvention & so Westfield can’t wait
to see their customer's reaction to the campaign.
Once again Westfield are thrilled to bring the new
fashion across the London & specially to visitors to
the Westfield London & Westfield Stratford City".
Message strategy design

As Westfield is going to advertise a new
marketing campaign (angelical fashion
campaign), for this, in order to make
people aware it need to promote this
campaign through different tools. Few
of them are mentioned below:
 Social media
 Advertising
 Sales promotion
Promotional mix design

It is encompasses all possible ways the product
reaches to the selected customers- through the
avenues like grass roots marketing, traditional
advertising, social media, landing page and
many more. Westfield has chosen the social
media as its media mix. They have chosen the
social media as it a cost effective way that
share the information rapidly to a large
number of the audience. By this practices,
respective organisation can promote or sell its
new stylish clothes to the customers.
Media mix design

Design of an advertising print poster