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ADVERTISING

AND
PROMOTION

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TABLE OF CONTENTS

INTRODUCTION..........................................................................................................................3
TASK 1...........................................................................................................................................3
1.1 Communication process applicable to advertising and promotion............3
1.2 Various organizations working in advertising and promotion industry....4
1.3 Regulations of promotion in UK............................................................................... 5
1.4 Trends in advertising and promotion and impact of ICT................................5
2.1 Role of advertising in integrated promotional strategy of Westfield
Complex .................................................................................................................................. 5
2.2 Significance of branding for increasing business............................................. 6
2.3 Reviewing the creative aspect.................................................................................6
2.4 Mode of working with advertisement agency.................................................... 7
CONCLUSION ............................................................................................................................. 7
REFERENCES...............................................................................................................................8

Illustration Index
Illustration 1: Communication process ............................................................................4
Illustration 2: Integrated marketing strategy................................................................ 7

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INTRODUCTION
Advertising is a marketing tool which is used by business entities to
build brand image in the market. It further assists in persuading customers
to buy products and services offered by an organization. Thereafter,
promotion involves all the activities that help in communicating brand image
and product idea or service to prospective customers (Stafford, 2005). It
further helps in retaining brand loyal customers and attracting new one. In
the present report, various aspects of advertising and promotion will be
studied in context of Westfield-Stratford Complex. The complex have several
brand stores, restaurants, recreational facility that aims at providing unique
shopping experience to customers. In this report, learning will be shown
regarding the significance of advertising and promotion in improving
declining sales of this shopping center. Further, impact of ICT on the sale of
organization will be studied.

TASK 1

1.1 Communication process applicable to advertising and promotion


Communication is an important aspect that helps company in
disseminating information about different offerings. Further, advertising and
promotion are important tools that assist company in boosting its market
sales and enhance productivity (Gourkova, 2005). Company can use various
tools of advertising and promotion to communicate the customers about
products and services offered at Westfield Complex. It involves use of
methods like, newspaper, television, radio, websites etc for advertising.
Communication process which is used by this Company is as follows:

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Illustration 1: Communication process
(Source:The Communication Process. 2014)

Source: Here, management of Complex will be source of information


that will communicate different services and products offered by
company to its target and potential customers.
Message: Message involves the information about stores, restaurants,
and entertainment facilities etc that are available at complex. The
message will be impelling so as to induce customers to visit the
complex (LeeFoster, 2010).

Medium: To communicate the aforementioned message to


prospective customers, management of Complex can use direct mail,
telecommunication, web portal etc.
Receiver: Target customers will receive the message and understand
the same as per their knowledge. This process is called as decoding.
Feedback: Customers give response regarding their understanding
on message. The feedback assists management in understanding
whether customers are willing to visit complex or not. In addition to
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this, needs and prospects of customers can be understood in order to
fulfill them (The Communication Process, 2014).
Noise: There are various disruptive elements that affect the proper
interpretation of message communicated by Complex. It creates
adverse impact on the entire business processes of the Westfield
complex.

1.2 Various organizations working in advertising and promotion industry


From the provided scenario, it has been identified that sales of
Westfield Complex has been declining and business are leaving the Stafford
city. Therefore, it can take help of different organizations in advertising
industry to spread awareness about its offering in order to enhance the
customer base (Hill, 2006). For this aspect, company can outsource its
advertising function to another agency. Therefore, there are various efficient
advertising agencies that will assist in promoting the business of this
Complex. They will further perform marketing functions with expertise by
matching the same with professional standards. Further, agency will help the
Westfield complex by providing more knowledge about market, prevailing
trends etc. Therefore, this information employed by agency will help the
business of shopping centre to improve its sales and goodwill.

1.3 Regulations of promotion in UK


There are different regulatory bodies that control and monitor the
advertising and promotion system of UK. Advertising and standard authority
is a regulatory body that ensures safeguarding from the activities such as
misleading, deceptive and immoral advertisement done by any organization

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(Steinberg and et. al., 2007). Main aim of this body is to protect the interest
of target customers and assure that advertisements are done as per the set
benchmarks only. Further, it also takes actions against consumer complaints
about fake and harmful advertisements. Similarly, Committee of Advertising
Practice is also a regulatory body that monitors and regulates the
communication through advertisements etc. Further, it takes strict and
disciplinary measures against organization for doing fake promotion. It
checks that products correspond to the attributes are highlighted in the
published ads.

1.4 Trends in advertising and promotion and impact of ICT


In order to get fruitful results from marketing activities, it is significant
for Westfield Complex to consider the prevailing trends in advertisement and
promotion industry. This will help companies in boosting their market sales
and enhancing the customer base. Presently, Information and
Communication Technology (ICT) is widely used promotional technique in
market. It involves use of digital technology, instant messaging, search
engine optimization, software, internet portals etc for promotion and
advertisement (ICT, 2014). In addition to this, ICT is used to design attractive
questionnaires, promotional presentations, graphic software that will
stimulate the attention of customers. Therefore, Westfield Complex can
make use of various tools in ICT to induce prospective customers to visit the
entity and make purchases. ICT also helps in ensuring the success of
marketing function to large extent.

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TASK 2

2.1 Role of advertising in integrated promotional strategy of Westfield


Complex
Integrated promotional strategy aims at using assorted
communication tools for brand building. Therefore, by compounding various
tools, marketing team of Westfield can ensure that they reach the target
customers in effective and innovative manner. Further, integrated
promotional strategy assists in adopting various traditional and modern
methods simultaneously for communicating the worth of products and
services to target audience (Integrated marketing communications, 2015). It
further helps in brand building in market and thereby enhances the sales. In
this respect, cited company can make use advertisement through television,
direct mail, billboards, point of purchase, trade shows, social media and e-
marketing for increasing the sales of offerings of its shopping centre.
Therefore, Company can draw the attention of diversified range of customers
towards Westfield Complex.

Illustration 2: Integrated marketing strategy


(Source: Chunying, 2013)

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2.2 Significance of branding for increasing business
Branding is an important process that assists business enterprise in
building unique and differentiated image of products offered by company in
the market. It helps in increasing the effectiveness of marketing campaign
(Gourkova, 2005). By using branding, Westfield Complex can build its brand
image and use the same in drawing attention of new customers and
retaining the loyal consumers. Through branding, organizations can stay
ahead of its rivals. Therefore, Organization can upgrade the quality of its
services and assure higher sales of business to build strong brand image.
Further, strong advertisement and promotion methods can be used to
improve brand recognition of the firm (Importance of branding, 2015).
Thereafter, branding assists in building the worth and trust for its product in
the minds of customers.

2.3 Reviewing the creative aspect


Creative aspect helps company to make constant up-gradation in its
mode of furnishing services (Huang, 2014). This further provides competitive
benefit to organizations in the market. Therefore, creative aspect help
Westfield complex as well in getting an edge over its rivals. The main aim of
creative aspect is to make viable changes in marketing campaign that
further assists in gaining attention of large number of audiences. Therefore,
it is likely to enhance the footfalls of Complex by adopting innovative
measures to encourage individuals to make constant visit. Further, creative
aspect involves the use of three elements. These are namely, creative
process, force and situation. Therefore, Westfield Complex can use creative
ability of its employees to design attractive and impelling advertisements
(LeeFoster, 2010). Thereafter, creative process can be used in the product

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development by identifying the consumers requirement and using it in their
product. Thereafter, such situation assists in transforming marketing plan
into action. Hence, it can be stated that creative aspect is a crucial function
that can be used by Complex to improve its present situation.

2.4 Mode of working with advertisement agency


Advertisement agency assists Westfield Complex in attaining the
marketing targets. With proper support of advertisement agency, Complex
can regain its lost popularity. Furthermore, advertisement agency helps in
improving the brand image and boosting the sales of various products and
services (Woodcock, 2003). Along with this, while selecting the ad agency,
organization should ensure that particular agency must have good market
reputation, proper expertise, experience and infrastructure. In addition to
this, it should have creative personnel that help in designing attractive
marketing strategies. However, it is important for company to adopt
appropriate style of working with ad agency. In this respect, management
should assure that proper flexibility is provided to agency in order to work
without interference. Therefore, communication between management and
agency should be strong. This will help the company in knowing progress of
marketing campaign (Chunying, 2013). However, it is important for Westfield
Complex to provide budget to advertisement agency so that cost does not
exceed the benefit from marketing program.

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CONCLUSION
Summing up the entire report, it can be concluded that advertising and
promotion are important tools that will help Westfield Complex in enhancing
the sales of its business. Further, it can take help of agencies in
advertisement business in order to develop attractive and impelling
marketing campaign. Thereafter, by using ICT techniques, new and
innovative methods can be adopted to spread awareness about various
products and services offered in Westfield Complex.

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REFERENCES
Books and Journals
Chunying, W., 2013. A study on the delivery of city branding
advertisements in China: City branding advertisement on CCTV,
20072010. Journal of Place Management and Development.
Gourkova, H., 2005. Introduction to Serials Work for Library Technicians.
Library Management.
Hill, R., 2006. Advertiser satisfaction with advertising agency creative
product. European Journal of Marketing.
Huang , H., 2014. Promote the price promotion: The effects of price
promotions on customer evaluations in coffee chain stores. International
Journal of Contemporary Hospitality Management.
LeeFoster, A., 2010. Capacity to Communicate: Sense's threeyear
project training independent mental capacity advocates in
communication skills. The Journal of Adult Protection.
Stafford, M., 2005. Advertising, Promotion, and New Media. M.E. sharpe.
Steinberg, S. and et. al., 2007. An Introduction to Communication Studies.
Juta and accompany ltd.
Woodcock, P., 2003. Marketing and Promotional Strategy. Nelson thornes.

Online

ICT,2014.[Online]. Available through:


<http://www.techterms.com/definition/ict>.
Importance of branding. 2015. [Online]. Available through: <
https://ww.deluxe.com/blog/six-reasons-why-strong-brand-important-
small-business/>.
Integrated marketing communications 2015. [Online]. Available through:
<http://www.searchenginepeople.com/blog/125-marketing-
communications-process.html>.
The Communication Process. 2014. [Online]. Available through: <
http://www.cliffsnotes.com/more-subjects/principles-of-
management/communication-and-interpersonal-skills/the-
communication-process>.

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