This report provides an analysis of below-the-line marketing techniques applicable to Westfield Complex, emphasizing their role in enhancing brand image and customer engagement through methods like direct mail, instant messaging, promotional pricing, and loyalty programs. It contrasts M-marketing's convenience with traditional approaches, advocating for its adoption to boost sales and revenue via a user-friendly mobile application. The report details the development of a comprehensive promotional plan using the SMART strategy framework, outlining specific objectives for increasing footfalls and sales by December 2016, expanding the customer base, and influencing customer behavior through social media and ICT by July 2016. A detailed budget allocation across TV advertising, print advertising, social media marketing, and website optimization is included to ensure cost-effective campaign execution. The report also covers techniques for measuring campaign effectiveness, such as analyzing profit, sales, persuasion, communication, and attention metrics, and provides recommendations for integrating promotional activities to maximize brand recognition and customer engagement.
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