Introduction

Westfield Stratford City is a mall in Stratford, London. The center opened on 13

September 2011. With an aggregate retail floor region of 1,883,700 square feet
(175,000 m2), it is one of the biggest urban shopping malls in Europe. It is the thirdbiggest mall in the United Kingdom by retail space behind the Metro Center and the
Trafford Center.
Originally completely possessed by the Westfield Group, in November 2010 ABP
Pension Fund and CPP Investment Board each obtained a 25% shareholding with
Westfield holding half.
Westfield Stratford City is adjacent the London Olympic Park, East Village, Stratford
Regional and Stratford International stations. It is promoted as contributing
fundamentally to the nearby economy, with the production of up to 10,000 lasting
occupations, including 2,001 employments going to individuals in the local area. Then
again, there are counter-reports of the Mall having an altogether negative effect on local
organizations because of the prevalence of chain stores.

1 Understand the scope of marketing communications

1.1 Explain the communication process that applies to
advertising and promotion

Communication processes of different structures are applicable in advertising and

promotions. The main process of a communication process is to answer queries and
questions of prospects and to awe them. A communication process model is shaped
with nine components such as:

Sender
Receiver
Message
Media
Encoding
Decoding
Response
Feedback
Voice.

In the case study of Westfield-Stratford City every one of the components of this
communication model worked.Westfield-Stratford City is the party sending a message
on their prospects so they are the sender. Westfield-Stratford City encoded the
message The ultimate driving machine to be their tagline. The message of this
shopping centre organization was smple. The message which they passed on to
prospects is that they are an organization of thoughts who focus their advancement to
maximize performance of shopping experience. The communication channels which
Westfield-Stratford City used to get their clients are magazines, web, Westfield-Stratford
City sites, external billboards, tradeshow, tele sales crusades and so on. These are the
media components. Viewers are the messages decoder. Buyers are the messages
receiver. The reaction of customers to the brand message of Westfield-Stratford City
being a performance driven products was not favorable to the brand. Feedback
cleared up the way that Westfield-Stratford City was seen to be perceived brand
because of overemphasis on workman execution. Noise occurred because of the

impromptu mutilations which lead error of brand message by prospects. Pushing

execution variable made the brand message uncaring to prospects of WestfieldStratford City this is called commotion component of communication process which
brought about undesirable blunders. Westfield-Stratford City communication process is
exceptionally

alterable.

Highlighting

tradeshow

materials,

publicizing,

client

advancement packages, interior design of showrooms, online short movies, dynamic

site to make buzz, branded entertainment strategy and so forth (Johnson et al., 2005).

1.2 Explain the organisation of the advertising and

promotions industry

The firm of advertising and promotions industry operates under a centralized system.
Company of such industry comprises of Advertising and marketing managers working
with innovative executives, buy and sales operators and financial staff individuals. As
indicated by Belch, associations are of five sorts in advertising and promotion industry.
Firstly, it is the advertiser or the customer, for example, Westfield-Stratford City. Another
association is the advertising agency that delivers and distributes the advertising.
Advertising agencies are hired by the advertiser to innovate and execute part or the
majority of their advertising endeavors.
This organization will work with creating brand image of Westfield-Stratford City in
Europe, local and merchant levels. The deal is for no less than 3years and of a
whooping amount of $160 million. Media associations offer an approach to achieve
prospects. Generally media furnishes with information or entertainment to the viewers.
Be that as it may, as per the special organizer media makes a situation so that the
organizations communication message may achieve clients. A medias essential goal is
to offer itself as an instrument for organizations to achieve their clients. Another kind of
association is specialized marketing communications services. These associations have
mastery in specific ranges of advertising and promotion and give services in their part of
expertise. Organizations, for example, interactive agencies like sites, public relations

firms

like Agenda, ABI,

sales

promotion

agencies

are

particular

marketing

communicating services.
The last participants of these commercial enterprises are the individuals who give
security services. Artists, directors, printers, writers, photographers, lyricists, self
employed free lancers they are known as bolster components of advertisers. Every one
of these associations co-operate in advertising and promotions industry for
accomplishing a typical objective. Whats more, that is to impart the brand message
adequately with purchasers and to make a positive and in addition striking impression
amongst them (Kotlar et al., 2005).

1.3

Assess how promotion is regulated

Advertising in the UK is controlled through a blend of codes of practice and legislation.

To avert cheating people by fake publicity, there are a few regulatory bodies in UK that
manage advertisements and other promotional exercises. They have the power to take
activities in the event that they locate any promotional activity false. The major three
regulatory bodies are:
Advertising Standards Authority (ASA):
It is an autonomous controller for advertising over all media in UK. It follows up on
protests and proactively checks the media to make a move against misdirecting,
harmfulor hostile commercials, sales advancements and direct marketing.
Bar Standards Board:
The Bar Standards Board, set up 2004, independently runs the regulatory process on
promotional activities. In guarantees the quality and reliability of an item and see that
the advertising and data utilized as a part of promotional activities are reliable with that.
Committee of advertising practice:

The CAP is the self- regulatory body. It makes different broadcast and non-broadcast
promoting codes regulated by the Advertising Standards Authority. It likewise modifies
them and helps the ASA to uphold them.
The regulation of promotional activities depends on the risk and likely influence of
promotion. On the off chance that the promotion contains high hazard considers the firm
ways to deal with quickly pull back it or alter it in future battles (Bagwell, 2007). Formal
implementation activities are likewise device for regulating promotions. Topical work is
done to distinguish if there is a business sector issue being disregarded. They may
center in misdirecting message, misinterpretation of message, adequacy of website
pages and profit for promotional investments. In the case study of WESTFIELDSTRATFORD CITY it is watched that they changed and strengthened their promotional
approach in 2005 after a topical study on product buyers. The promotional activity
changed its administrative bearings to construct new brand image. In the wake of
finding that their message is not being accurately seen by purchasers WESTFIELDSTRATFORD CITY fortified and enlisted another advertisement organization in May,
2006. Who supplanted the organizations overemphasis on execution driving in the
course of recent years with the idea organization of thoughts Thus regulatory tools are
connected to control the stream and impact of promotional activities.

1.4

Examine current trends in advertising and promotion,

including the impact of ICT

The current trends in advertising are related with implication of technology to

communicate brand message with widespread audience. Advertising is a dynamic
profession. Globalization and use of wireless communication are current trends in
advertising. Advertising is becoming more complex because of new trends (Boone and
Kurtz, 2007). Relating to the fact that now advertisers not only have to think about
creative aspects of a commercial but also they have to evaluate profitable ways to reach
and communicate with customers. Interactivity with prospects has open new doors for
advertisement opportunity. Internet connection and mobile communication via call

centre makes it easy to communicate brand message with customers. However readers
agreed that revenue from the new forms of advertisement is increasing and revenue
from

traditional

media

is

decreasing

(Terence,

2010).

Integrated

marketing

communication (IMC) is another new trend in advertising approach. It unifies all

marketing communication messages which eventually send a single message which
promotes the brand's goals. Globalization poses a dilemma on

The present trends in advertising are connected with ramifications of technology to

communicate brand message with broad group of audience. Advertising is a dynamic
calling. Globalization and utilization of remote communication are current trends in
advertising. Advertising is turning out to be more intricate in light of new trends (Boone
and Kurtz, 2007). Identifying with the way that now sponsors not just need to consider
inventive parts of a business additionally they need to assess beneficial approaches to
reach and communicate with clients. Intuitiveness with prospects has open new
entryways for ad opportunity. Net connection and versatile communication through call
centre makes it simple to speak brand message with consumers. However perusers
concurred that income from the new types of advertisement is increasing and revenue
from conventional media is diminishing (Terence, 2010). Integrated marketing
communication (IMC) is another new trends in advertising methodology. It brings
together all advertising communication messages which in the long run send a single
message which promotes the brands objectives. Globalization represents a dilemma on
Whether to focus on worldwide advertising or local advertising?
How useful will be standardization of advertise?
How much consistency is ecpecred to reach customers?
The most essential element to consider is that advertisement is a deliberate
demonstration. So it must be made in a manner that it will have some impact or effect
on those individuals who sees it or touch it (Frank Atkinson, 2013).

The impact of information and communication technology (ICT) in WESTFIELDSTRATFORD CITY's advertising and promotion is extremely significant to the brands
prosperity. WESTFIELD-STRATFORD CITY has a dynamic website page which
dispatched five short movies to advance the brand. It additionally utilized stimulation
media, for example, motion pictures to make a buzz among customers. Including in
James bond movies ends up being a powerful move. WESTFIELD-STRATFORD CITY
further delivered another three short movies and propelled them in their official page.
The utilization of interactive media and utilizing different Medias to make buzz about
their interactive media turns out to be an effective move.