Unit 3 Advertising and Promotionadvertising-and-promotion-assignment/

Unit 3 Advertising and Promotionadvertising-and-promotion-assignment/

Introduction

Advertising and promotion means bringing a service to the notice of the probable as well as the existing consumers. This Unit 18 Advertising & Promotion Assignment Westfield Shopping focuses on the role of advertising and promtions in business industry. Advertising and promotions are better carried out through applying a effective plan for advertising and promotions. The main aim of the strategy depends on the entire aims and plans of the firm. Advertising and promotion is very important for the business to carry out their sales effectively. It is the method through which a firm attract ita targeted customers. Here, the organisation chosen to carry out this report is Westfield shopping complex which is one of the leading shopping complexes in East London. After the Olympic Games, the Central Management Boards observed that the sales of the shopping complex are becoming low by 3% year after year on an average. Managers and the Board of West field appointed me as a new Advertising and Promotional Executive to carry out some steps which can lead the Westfield to maximise their profits. Here, in this report there will be discussion on the scope of  marketing communications. In addition to this, there will be discussion on the role and importance of advertising. There will be discussion on the techniques of below-the-line and its uses. Moreover, there will be plans for incorporation of promotional plans.

Task 1

Q. 1 The communication process applies to advertising and promotion of the Westfield Shopping Complex

“Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them. Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. Advertising may be one form of promotion” (Diffen, 2015).

In advertising and promotion there are different types of communication processes which are applicable. The purpose of the process of communication is to answer questions of the customers and impress them. A model of communication is made up of components like receiver, sender, channel, encoding, feedback and noise. All of these elements of the communication process model are very important for the business to carry out their business effectively (Brun, 2011). In the case of Westfield shopping complex the model which should be used by the management of Westfield is channel and feedback. According to Cruickshank and Cork, (2010), the management should choose their medium of communication through which they can communicate with their customers like internet, Westfield websites, sales campaigns, magazines, etc. By using these channels of communication they may be able to reach out to a maximum number of customers. Another element of communication process model which the management of Westfield may use is feedback. Feedback is very essential for the business as it is the most effective way to attract the customers. If the management of Westfield provides adequate feedback to the queries of their customers, the customers will feel their importance to the company and this will attract the customers towards them which in turn would help the organization to increase the revenue and generate brand loyalty.

Q. 2 Explanation of the organisation of the advertising and promotions industry

As Westfield Shopping complex is one of the largest shopping complexes of London, thus the advertising agency they work with is WPP Group, London whose revenue is $19.0 billion (Flaspöler, 2010). This agency is specialised in some fields of advertising and promotion and facilitate services in their fields of knowledge. There are numerous and famous clients who work with this advertising agency. According to WPP Group, they form an atmosphere so that the firm’s message may reach to their consumers. Their main purpose is to sell itself as equipment for firms to reach their consumers. There are lots of people involved in advertising and promotion industry like suppliers of media, clients, etc.

Task 2

Q. 5 The role of advertising in an incorporated promotional strategy for a business

There are some processes of advertising which need to be followed by the management of Westfield which are as follows:

• Objectives setting of marketing: The process of advertising includes setting up of the aims of marketing. The management of Westfield need to ascertain the objectives of marketing why they are marketing their products
• Advertising objectives setting: The management of Westfield need to ascertain their motive of executing advertising. They should ascertain to whom they will be targeting through their advertisement.
• Planning Media: According to Roesset, and Yao, (2010), the management of Westfield should ascertain the channel of media through which they will be promoting their product

They should know which media channel will be more effective for their promotion.

Measuring Impact: After planning the objectives of marketing and advertising as well as making strategy for media, measuring the impact of this process are also involved in the process of advertising. The management of Westfield should analyse the impact of their planning on their business. Advertising is the equipment for promotion of mass media thus; various kinds of advertisements facilitate different aims of interacting with customers.  Advertising serves as equipment for reaching customers through radio, TV, websites, etc. Ascertaining which media to utilise is crucial aspect for valuable placing of message of the brand. Advertising also used to develop personal associations with customers. Here, Westfield utilised advertising as an incorporated promotional approach which shows the importance of the function performed by advertising for incorporated promotional approach for every business (Speller, and Stolee, 2014).

Q. 6 Concept of branding and discuss how it can be used to strengthen a business or product

Branding is forming trust with population targeted. In terms of  marketing planning, branding means the total value of the firm, which involves goods, services, advertising as well as the culture. Consumers have faith on their favourite brand as they are aware of the concept regarding the product they are purchasing. Thus, the management of Westfield must create effective branding to motivate their customers. Moreover, branding motivates assurance and faith. It creates impact not only on the consumers but also on the shareholders and staffs. It maximises goodwill of the firm. Sometimes branding is so effective that even when the amount increases it doesn’t have an effect on the demand. Branding shows logo, name and stripling. Population identifies the brand through these (Pennington, 2010). The management of Westfield should use branding in an effective way through creatively designing their logo, name, etc.

Q. 7 Identification and review of the creative aspects of advertising

Advertising is a dynamic means thus creativity is an essential for attracting customers. Without creativity it is not possible to cut by the mess of advertisement in competitive market. Creative factor of advertising approach concentrates on forming a clever as well as sharp advertisement which will encourage customers to purchase the product. Advertising approach consists of four factors and they are manufacturing the goods appropriate with the desire of the customers, commitment of values to the consumer, Co-operating with the message of the brand and placing goods in the middle of the advertisement. An effective advertising campaign utilises these approaches to form an advice as well as awareness between the customers regarding the goods. According to Speller, and Stolee, (2014, p.132), these approaches are assessed to be flourishing only if it forms a positive effect on the consumers. The creative development procedure of advertising includes advertising design methods which is very important for advertising. Advertising also includes message to be appealing enough to drag customers towards them. Westfield uses these aspects of advertising but it need to more emphasis on creativity of the advertising which they uses to attract their customers.

Q. 8 Ways of working with advertising agencies

Firms do their best to facilitate products and services to their markets. For the purpose of reporting the consumers regarding their products firms require to promote. The ways of working with advertising agencies are:

• Account handling: Account is managed by the account department in which the employers are the customer’s daily contact. They employ with the clients of the agency to write concise that inform the advertising which required, they work with the creative department to form campaigns and employ with the further departments to obtain the made campaign.
• Media Department: This department designs, coordinates and buy media space to execute advertising which the agency has produced. Planner of media and purchasers possess a greater skill of magazines, TV shows, and Internet sites and know the audience for every medium.
• Production Department: Production involves entire population who support to get a job routed inside, revised, copied and distribution. Individuals who employ in production are information oriented, prosper on managing various projects at a time and recognize the significance of reaching the deadlines of the production (Flaspöler, 2010).

Value of using an in-house advertising and promotions team

In-house advertising is a system of promotion of goods which is carried out by the associates of that good’s organisation. It permits organisations to maintain entire creative control over the methods through which their goods are promoted and may prove reasonable. Depending on the volume, budget as well as organisation’s advertising aim, this section may extent from a single staff to a full group of media purchaser and creative specialised. In-house advertising is better than external advertising agencies with whom the firms make agreement for advertising their product. According to Speller, and Stolee, (2014), in-house advertising, the job of advertising is performed by the company’s employees thus, he has the knowledge about the aims of the advertising and thus ascertaining those he makes advertisement. Whereas, the external advertising agency is hired by the firm to make advertisement thus, they will make advertisement according to them they will not give their personal effort to the advertisement as in-house advertising does. Moreover, in-house advertising is reasonable as compared to external advertising agency.

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