Advertising and Promotion for Westfield Shopping Complex

This report provides a comprehensive analysis of advertising and promotion strategies, focusing on the case of the Westfield Shopping Complex. It begins by defining advertising and promotion, emphasizing their roles in marketing communication. The report delves into the communication process in advertising, explaining the roles of the sender, encoding, transfer mechanisms, decoding, response, and feedback. It then explores the organization of the advertising and promotion industry, highlighting factors like goodwill, creativity, technology, and ROI when selecting advertising firms. Regulations governing promotion, including self, federal, and state regulations, are also discussed. The report then examines current trends in advertising and promotion, such as the use of ICT and social media. It further explores the role of advertising in an integrated promotional strategy, emphasizing branding's role in strengthening business. Creative aspects of advertising, including ad copy, layout, and brand strategy, are analyzed. The report also provides insights into working with advertising agencies, covering goal setting, budget management, communication, and timelines. The report concludes by summarizing key findings and emphasizing the importance of advertising and promotion for business success. Task 2 is covered in PPT format.

ADVERTISING
AND
PROMOTION
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TABLE OF CONTENTS
Advertising and Promotion...................................................................................................1
Introduction...........................................................................................................................3
Task 1................................................................................................................................... 3
1.1 Communication process in advertising and promotion..........................................3
1.2 Explanation of the organisation in the advertising and promotions industry..........4
1.3 Regulation of the promotion...................................................................................4
1.4 Current trends in advertising and promotions........................................................5
2.1 Role of advertising in integrated promotional strategy...........................................5
2.2 Use of branding to strengthen the business...........................................................6
2.3 Creative aspects of the advertisement...................................................................6
2.4 Ways of working with advertising agencies............................................................7
Task 2................................................................................................................................... 7
Conclusion............................................................................................................................7
References........................................................................................................................... 9
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INTRODUCTION
The term advertising can be referred to as the controlled andpaid message in the
media and promotion includes the paid and free marketing activities to sell the product.
Advertising is one of the elements of promotional activity (Chang, Rizal and Amin, 2013).
The both terms are used interchangeably as in small firms, both are used together but in
large corporations, there are separate departments for both activity. In this project report,
focus has been made on the advertising and promotion of vantage point shopping
complex at Westfield Stratford City. This report contains the discussion about the scope of
marketing communications and the role and importance of advertising. Further, it has been
described about the below-the-line techniques and integration of promotional strategies.
TASK 1
1.1 Communication process in advertising and promotion
In accordance with the advertising and promotion, communication should be
effectively done in order to reach the target market. This will attract more customers and
ultimately more profits can be generated (Eagle and Brennan, 2007). In this competitive
world, shopping complex has to adopt the effective communication process so that sales
of the firm can be increased. The process of communication in advertising and promotion
is as follows:
 Sender: It is typically the shopping complex which sells the product to the
consumers.
 Encoding: The person mainly, marketing manager will communicate the message
in an understandable manner.
 Transfer Mechanism: It includes the mediums such as advertising, personal
selling, promotional mails which are used to transfer the message to the
consumers.
 Decoding: It involves the process of interpreting of message by consumers. That
is why encoding should be done in an effective manner so that consumer interprets
what the company wants to deliver (Fam and McNeill, 2009).
 Response: Reaction of customers towards the delivered message can be checked
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if there is good amount of sales.
 Feedback: Customer should be asked to customers about the products and
services through which effectiveness of the advertising can be checked.
1.2 Explanation of the organisation in the advertising and promotion industry
Advertising and promotion industry has those firms which serve other business for
carrying out their promotional activities effectively and efficiently. These days, many
organizations assign the work of promoting their products and services to advertising firms
so that they can concentrate on other marketing activities (Lawlor and Prothero, 2008). It
is the most important activity for any firm so that company must choose the advertising
and promotion firm wisely. Several factors needs to be considered at the time of selecting
firms. These are as follows:
1. Goodwill: The reputed ad company should be chosen in order to make an
effective ad for the organization.
2. Creativity and innovativeness: The ad firm should have the goodwill of being
creative. In order to attract customers, ad should be creative.
3. Technology: Ad firm should be technologically viable so that innovation can be
brought in the advertisement and promotional activities.
4. Return on Investment: Company should see that return must be more than the
investment while generating an effective advertisement.
1.3 Regulation of the promotion
UK government has applied some of the regulations on advertising and promotion
in order to protect the consumer from getting cheated. Some company give fake
information about the products and services in their advertisement and while promoting
their products. For this purpose, government has put the regulations in the activities of
promotion. There are three types of regulations for the promotion of goods and services:
1. Self-Regulation: There should be a voluntary self-regulations by the advertising
and promotion industry in order to maintain the trust and confidence of consumer. If
industry adopt such regulations, then there will be limited interference by
government. So shopping complex should adopt the self-regulations as It will
encourage the truthful, ethical and responsible advertising. This will result in those
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standards which organization can adopt willingly because legislation can impose
such standards which will be difficult for it to accept. (Leonidou and et.al., 2011).
2. Federal Regulations: This law is also considered as the administrative law which
is codification of the general and permanent regulations. It includes the various laws
such as Federal Trade Commission, Food and Drug Administration, etc. These
regulations govern the freedom of speech or expression in the advertising and
promotion. But, speech must be truthful and balanced against competing interest.
3. State regulations: As per the decisions made by federal courts about the false
practices, many states have special controls and regulations which govern the
advertising and promotion of products and services (Shah, 2009).
1.4 Current trends in advertising and promotions
Advertisement and promotion in the current scenario is done through the various
media. From some years, innovation in advertising is emerging gradually. Companies are
promoting their products and services by using the ways of internet and social media
basically known as Information and Communication Technology (ICT). Advertising is done
in several ways such as co-branding, content marketing, online advertising, etc. The
Westfield complex is a centre attraction of the city for the tourist, so firm can also advertise
in the magazine and provide it in the airlines so that tourist get attracted to visit the
shopping point (Shimp and Andrews, 2013). The emerging trend of ICT has affected the
advertisement and promotion techniques in a various manner. Now days, companies are
promoting their products through Facebook, Twitter and blogs on the internet and
providing various offers and coupons in order to attract customers. Westfield complex can
also adopt such methods of content marketing for promoting their complex on social
media. It is a current trend to improve the interest of customers toward product and
offering deals to attract more customers. This trick has convinced the customers on many
occasions.
2.1 Role of advertising in integrated promotional strategy
In order to achieve the marketing objectives of Westfield complex, integration of
various strategies has to be done. It has to employ promotional activities to attract more
and more customers.Firm should integrate the promotional activities such as media
advertising, print advertising, sales promotion, direct selling, etc. In the integration of
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promotional activity, major role is played by the advertising. Through advertising, large
number of customers can be targeted (Stafford and Faber, 2015). It is the best source for
promoting products and services as it displays the complete information about the
products and services through audio visual which can persuade easily to the customers. It
shows the important thing and strength area of the product toward the market and
customers. Advertising helps in making customers to believe that there is an existence of
the products which can satisfy their needs. Advertising is a useful tool for the outdoors
promotions. It isvery important from the perspective of the company and customers both
and also to the society.
2.2 Use of branding to strengthen the business.
Brand can be referred to as the title, term, sign, symbol or design or a combination
of them which distinguish one company from the others. Through branding, target
audience is not created but organization can create the prospective so that customers can
identify the solution for their problems such as need satisfaction.
Branding is very useful to strengthen the business activity of the Westfield complex.
It confirms the credibility of the firm which increases the belief of customer in the respect
of product and its quality which they are purchasing. . It helps complex to deliver the
content clearly to the customers. Branding also helps in connecting the target market of
the firm psychologically so that customer can get attached emotionally towards the
Westfield brand (Advertising vs. Promotion, 2013). This in turn will benefit the Westfield
complex by increasing the level of customer loyalty. Branding of the Westfield complex will
motivate the customer toward the products and services and thus will aid in boosting the
sales of the firm.
2.3 Creative aspects of the advertisement
Creative advertisement is those which grab the attention of customers in an
effective manner and creates the long lasting memories in the mind of customers.
Creative ads are interesting to view and thus it frames good brand experience (Chapman,
2015). Creativity in advertisement tends to achieve the objectives of company regarding
the promotion of products. There are three aspect of creativity in advertising that are Ad
Copy, Layout, and brand Strategy which can be used by the Westfield complex in order to
bring creativity in the advertising of the firm.
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 Ad Copy: It can be defined as the written or spoken material which includes
headlines, main body, sub-heads, caption, pictures, slogans, information about the
brand, coupons, etc. The Westfield complex should make the ad copy attractive,
interesting, suggestive, believable and appeal appropriately.
 Layout: It includes an organized format in which various elements such as style of
size, colour plan, graphics, objects and script settlement are combined. It is
basically a blueprint of the advertisement forbringing out a proper advertisement
layout.
 Brand Strategy: It includes the brand promise, brand position and brand
personality. While doing advertising campaign, company should ensure about the
availability of brand strategy in it.
2.4 Ways of working with advertising agencies
To work with an advertising agency, Westfield complex should select the agency
wisely and after that connection should be maintained smoothly through using the four
fundamental rules which are as follows:
1. Setting Goals: Explanation for every advertisement should be very clear between
the advertising agency and the organization (Dunn, 2015). If the company has not
determined the goals in front of advertisement agency, so they will not be able to
achieve those goals in an effectual manner.
2. Covering the budget bases: This is an extremely important one. Budget choices
should be made between the agency and the organization very clearly. People from
both organization should discuss about every costing.
3. Staying in contact: Good communication between the organization and ad agency
should always be there. A great relation has to be accumulated to ensure that
advertising agency feels the requirements and anticipation from the organization
using their ads and promotions.
4. Establishing specific timelines: Timelines should be set by both organization at the
time of taking decisions. Everything including in timeline should be planned at the
beginning of the project.
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TASK 2
Covered in PPT
CONCLUSION
This can be inferred from the above project report that every company needs
advertisement and promotion in order to boost their sales year after year. Westfield was
facing sales down and by adopting the advertisement and promotional techniques their
sales can be increased in the coming years. Management of firm has consulted an ad
agency in order to design effective ad campaigns. Promotional activities are integrated by
the management of the shopping complex in order to bring effectiveness in their
advertisement campaign. Company has integrated above-the-line and below-the-line
techniques so that advertising and promotion can be done in a better way.
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REFERENCES
Journals
Chang, H. H., Rizal, H. and Amin, H., 2013. The determinants of consumer behavior
towards email advertisement. Internet Research, 23(3). pp. 316–337.
Eagle, L. and Brennan, R., 2007. Beyond advertising: in‐home promotion of “fast food.
Young Consumers. 8(4). pp. 278–288.
Fam, S. K. and McNeill, S. L., 2009. Advertising and promotion in “new” Asia. Asia Pacific
Journal of Marketing and Logistics. 21(2).
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.
Leonidou, C. L. and et.al., 2011. Evaluating the green advertising practices of international
firms: a trend analysis. International Marketing Review. 28(1). pp. 6–33.
Books
Shah., 2009. Advertising N Promotion. Tata McGraw-Hill Education.
Shimp, T. and Andrews, C. J., 2013. Advertising Promotion and Other Aspects of
Integrated Marketing Communications. Cengage Learning.
Stafford, R. M. and Faber, J. R., 2015. Advertising, Promotion, and New Media. Routledge.
Online
Advertising vs. Promotion. 2013. [Online]. Available through
<http://www.diffen.com/difference/Advertising_vs_Promotion>. [Accessed on 29
October 2015].
Chapman, L., 2015. All About Advertising and Promotions. [Online]. Available through
<http://managementhelp.org/marketing/advertising/>. [Accessed on 29 October
2015].
Dunn. D., 2015. ADVERTISING AND PROMOTION. [Online]. Available through
<https://ag.arizona.edu/arec/pubs/dmkt/Advertising&Promo.pdf>. [Accessed on 29
October 2015].
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