Contents

Introduction................................................................................................................ 2
Task 1......................................................................................................................... 3
1.1 Explain the communication process that applies to advertising and promotion3
1.2 Explain the organisation of the advertising and promotions industry...............4
1.3 Assess how promotion is regulated...................................................................5
1.4 Examine current trends in advertising and promotion, including the impact
of ICT....................................................................................................................... 6
Task 2......................................................................................................................... 7
2.1 Explain the role of advertising in an integrated promotional strategy for a
business or product................................................................................................. 7
2.2

Explain branding and how it is used to strengthen a business or product.. .11

2.3 Review the creative aspects of advertising.....................................................12

2.4 Examine ways of working with advertising agencies......................................13
Task 3....................................................................................................................... 14
3.1 Explain primary techniques of below-the-line promotion and how they are
used in an integrated promotional strategy for a business or product..................14
3.2 Evaluate other techniques used in below-the- line promotion.........................15
Task 4....................................................................................................................... 15
4.1 Follow an appropriate process for the formulation of a budget for an integrated
promotional strategy............................................................................................. 15
4.2

Carry out the development of a promotional plan for a business or product

16

4.3
Plan the integration of promotional techniques into the promotional
strategy for a business or product.........................................................................17
4.4 Use appropriate techniques for measuring campaign effectiveness.............18
References................................................................................................................ 18

Introduction
Westfield Stratford City is a mall in
White City, London, United Kingdom, in
the London Borough of Hammersmith
and Fulham. The mall was produced by
the Westfield Group at an expense of
1.6bn, on a site bounded by the West
Cross Route (A3220), the Westway (A40)
and Wood Lane (A219). It opened on 30 October 2008 and turned into the
largest covered shopping advancement in the capital, ousting the Whitgift
Center in Croydon.
The site is a part of the White City region, where a few other huge scale
improvement activities are under way or in the planning stages. The
improvement is on an expansive brownfield site, a portion of which was once
the location of the 1908 Franco-British Exhibition; the initial site clearance
demolished the set of halls still remaining from the exhibition. A great part of
the site was being used as a railroad depot uncovered to a lower level and
built over.
The Mall is noted for its size: it has a retail floor area of 150,000 m (1.615m
ft), its around 30 football pitches. At the season of its opening it was
reported for to be the second largest commercial focus in the UK (after Metro
Centre close Newcastle).
The

nearest London

Underground

stations are Wood

Lane, White

City, Shepherd's Bush and Shepherd's Bush Market.

The nearest rail station is Shepherd's Bush, served by suburban London Over
ground services and by longer distance Southern services between Milton
Keynes Central and East Croydon.(www.westfieldstratfordcity.co.uk)
2

Task 1
1.1 Explain the communication process that applies to
advertising and promotion

Westfield London is a mall. It generally tries to address the needs of

customer by giving best products. There are some communication process
has been undertaken for promoting their brand. This is specified underneath:

Sending: When message is sent is called sending technique and the person
who propel the message is called sender. Westfield Stratford City send the
message to the clients about their products and along these lines, they are
considered to be sender.
Messaging: the message is theoretical to be encoded on the the establish
of sending to the concluding consumer. On a delineation, Westfield Stratford
City encoded and spaces on their zinger of the organization To give
significant serenity to our client across over Europe the message thus the
client welcome that who move the message. (Matt, 2009)

Communication channels: Westfield Stratford City endorsed generally a

couple communication channels to position the products in the customers
mind set competently, for example, media, TV, radio, notice, daily paper,
postal, direct mail or numerous different ways.
Decoding: It includes the verdicts of clients following to accepting message
and tries to discover that they perceive the certifiable meaning of message.
Receiving: when message is received is called receiving function and the
individual who get the message is called recipient or receiver. The client are
called receiver.
Feedback:

Feedback

is

so

far

an

additional

foremost

portion

of

communication process. Feedback ensures that rational in which summits

Westfield Stratford City is essential for customers and customers top their
judgments. For enhancing the quality of the product, customer Feedback is
huge. The Westfield Stratford City utilizes diverse techniques to survey to
needs and feedback of client.
Noise: when spirit doesnt reporter with brand and associations message is
called noice in communication process.

1.2 Explain the organisation of the advertising and promotions

industry

Advertising and promotional implies business that serves different business

to do their

promotional activities adequately. Today most firms like to

appoint the work of advertising and promotion to promoting industry instead

of do it without anyone else. As the limited time exercises are much vital to
any firm, the organizations ought to pick advertising and promotional
astutely. The important factors to be considered while picking the right
advertising industry are:
Goodwill:
4

The advertisement agency must have a sufficient measure of goodwill.

Obscure or new commercial ventures are not ideal. Since it is preferred be
protected over sad.
Creativity:
The business to be picked must be Creativity. Individuals like inventive
presentation. So to pull in individuals the ad ought to be innovative.

Knowledge and expertness:

The office must have satisfactory learning, great deal of experience and it
must have capacity to comprehend the customer's issues.
Return:
Advertising may be costly. So it ought to be estimated wisely that if the firm
acquire than the venture or not. The return ought to be greater that the
investment.
Technology:
The agency ought to be able to utilize present day innovation and promote in
most recent and most familiar media like web.
Personal preference:
Some unique consideration like size of industry, adaptability, media
understanding and different things can be considered.

1.3 Assess how promotion is regulated

The UK promoting industry recognized the requirement for trust in

advertising when it setup the advertising self-administrative framework for
non-telecast publicizing in 1961. From that point forward, the UKs process of
self-regulation has guaranteed promoting stays mindful: genuine advertising
holds clients returning. The eleventh version of the British Code of
Advertising and Sales Promotion came into power on 4 March 2003. The
motivation behind the Code of Westfield Stratford City is to maintain, in the
best and most adaptable way that could be available, the honesty of
advertising communication in light of a legitimate concern for both the
shopper and the exchange. (Clow & Donald , 2009)
Advertising in the UK is controlled through a blend of codes of practice and
enactment. There are two Advertising codes which are made, checked and
overhauled by two boards of trustees. These are the Committee of
Advertising Practice (CAP) and the Broadcast Committee of Advertising
Practice (BCAP).
The CAP Code manages the non- broadcast advertising, sales promotion and
direct marketing. The BCAP manages the standards for telecast promoting.
These are upheld where vital by the Advertising Standards Authority (ASA).
Since 28 February 2011, Broadcasting regulations standards have been
relaxed to permit product placement ie paying to have product or service
included or alluded to in chosen types of TV telecasts. This incorporates:
Films
Series made for TV or other audiovisual media services eg video on
demand
Sports programmes
Light entertainment shows

However, product placement isnt allowed for certain types of goods, and its
banned totally in all childrens, current affairs , news, consumer affairs and
religious programming.

1.4 Examine current trends in advertising and promotion,

including the impact of ICT

To keep pace with the changing taste and innovation, business firms also
beginning to change their perspective and style of promote. Presently there
is a greater number of accentuation on innovation as opposed to customs. So
business firms are attempting to grow new strategies that are suitable to the
present environment furthermore desirable over the customers.
ICT (Information and communication Technology) is the present day method
for

communication.

Communication,

promotional

activities

and

advertisements are completely depending upon innovation. To keep pace

with time, get by in aggressive markets and expand benefit and stock worth
business firms are currently perpetually keen on utilizing cutting edge
innovation as a part of communication process and advertising. As it is
simple, less tedious, more expedient, imaginative and most familiar to
boarder public, it has turned into the most utilized and famous technique for
advertising and promotion. (Matt, 2009)
ICT works with web, e-trade, email, and different sites. At present items, with
their points of interest are stored in these sites. Individuals can decision and
purchase from there. This is a simple and powerful approach to communicate
with customers.
Another current trend in ad and promotion is increased requirement for
communication with clients. Since more items are being advertised, each
conveying distinctive messages, the client is left befuddled amidst clashing
messages. Accordingly the clients trust in the items is diminished. There it
7

would require great communication with the client so as to help their trust in
an item and purchase it. As an aftereffect of this pattern, Westfield Stratford
City has increased its spending in promotion to increase advertisement of its
product. This is gone for depressing the strength of consumer information in
regards to different items consequently making traverse impacts. (Beakbane,
2013)

Task 2
2.1 Explain the role of advertising in an integrated
promotional strategy for a business or product
Strategy

went for bringing together distinctive advertising routines, for

example, one-to-one marketing, direct marketing, and mass marketing.

Deciding on an marketing communications system of Westfield Stratford City
is one of the vital role of the marketing manager and this function includes
some key choices about who the consumer is, the way to get in touch with
them, and what the message ought to be. These questions can be addressed
utilizing a three stage process, which is just as applicable for all components
of the promoting blend:
Segmentation
Spliting the marketing into various groups
Targeting
Choosing which of these groups to communicate with, and how to deal them
Positioning
How the brand or product should be seen by the target groups
Messaging
Delivering a particular message so as to influence the target groups
8

1. Segmentation
Isolating potential consumer into different group is fundamental if you need
to maximize the success rate of any communications message.
Westfield Stratford City used market research techniqe include:
Sales analysis and purchasing patterns
Desk research
Questionnaires
Website statistics, particularly online networking
Face-to-face interviews
Focus groups
Specialist statistical surveying organizations
When you have developed an exact image of your client, its an ideal
opportunity to stand out enough to be noticed.
2. Targeting
Westfield Stratford City determining which of these groups to communicate
with, and how to dealthem.
Advertising of Westfield Stratford City is just only the element of the
marketing communication weapon , which can be categorized into the
following areas:
Advertising A Mass Media Approach To Promotion
Business catalogs
9

 Outdoor
newspapers / Magazines
cinema / TV
Radio
Newsagent windows
Sales Promotion Price Communications
Discounts
Coupons
Loyalty incentives
Competitions
Public Relations - Utilizing The Press To Westfield Stratford City
Advantage
Press releases
PR events
Press launches
Personal Selling One To One Communication With A Potential
Buyer
Experiential marketing

10

 Salesmen
Exhibitions
Dealer
Trade shows
Direct Marketing - Taking The Message Directly To The Consumer
Bulk mail
Mail order indexes
Email
Personalised letters
Point of sale displays
Telemarketing
Packaging design
Digital Marketing New Channels Are Emerging Constantly
Westfield Stratford City websites
Social media applications such as Facebook or Twitter
Blogging
E-commerce
YouTube
11

In general, evolution happens most quickly when rivalry for assets is strong.
The same procedure is currently happening with limited time media. All
conventional media channels are presently immersed, and rivalry for
customer consideration is extreme. In the meantime, the effect of any one
medium is getting to be weakened. There are numerous more TV and radio
channels, shopper can skip adverts and free data is currently considerably
more available. Therefore, Westfield Stratford City are turning out to be
progressively inventive in their way to deal with interchanges and a large
group of new media channels have risen. Therefore, media decision is
turning into a tricky task, which is the reason point by point division is so
imperative its no utilization beginning a Twitter crusade if none. (Clow &
Donald , 2009)

2.2 Explain branding and how it is used to strengthen a

business or product

Brand can be signify by a sign, image or word and these explain a specific
organization or product of the organization. Each organization speaks to itself
from an one of a kind sign or image to separate itself from different items or
organizations accessible in the commercial center. Branding can be
considered as the strategy utilized by an association as a part of request to
isolate its item offering from different contenders present in the business
sector (Elliott, 2010). For instance Westfield Stratford company and its brand

12

symbol so as to separate themselves from the other product offering present

in the business sector.
A few of the key objectives which can be achieved through branding for
Westfield Stratford City can be given as under:

To motivate customers from psychological view

To create connection with customers from emotional aspects

To create faithful base of buyers

To confirm the credibility of the item

A few of the key targets for which branding is done in the organizational
connection incorporates to grow high brand value, to create item awareness,
to get premium estimating and get upper hand in the commercial center. In
connection to the marking procedures utilized by the
associations there are for the most part four sorts of
brand name techniques utilized by Westfield Stratford
City and these are individual names, cover family brand name, isolate family
name and organization brand name combined with individual brand name
and so on (Mick, 2006).
Individual names are stand for the items which are having their individual
identity without name of their organization e.g. Pillsbury, Green monster and
Yoplait and so forth. Cover family name is utilized for the items which are
dispatched from the maker's name e.g. Campbell soup's all items are
propelled from the family cover name. In discrete family name an item sets
up its own family character alongside personality of its producer organization
e.g. Kenmore and Craftsman and so on. Organization brand name alongside
individual brand name procedure utilized by the organization exists between
individual brand name and cover family brand name. For instance, Kellog's

13

each item has name of the organization alongside its different item name, for
example, Nutri grain.

2.3 Review the creative aspects of advertising

Creativity or Innovativeness can be taken as the fundamental angle for the
creativity and advertisements expresses the skill of advertisers to build up
unique advertisement which has ability to convince customer base of the
organization like Westfield Stratford City. The principle objective behind
creativity ad is to accomplish high buyer consideration and to make brand
impressive among the shoppers. With a specific end goal to portray a
commercial from innovative point of view sample of Westfield Stratford Citys
The Ultimate products can be considered. This advertisement has for the
most part two measurements i.e. creative brief and communication brief.
Communication

brief

for

the

present

commercial

would

incorporate

positioning, targeting and substance created in the Ad so as to induce or

remind purchasers. Targeting for the Westfield Stratford City advertisement
incorporate buyers in center to women, youngster, children brand loyal to
Westfield Stratfords products. Positioning of the organization is such to
incorporate high range quality products for all types of people. Message
created by the organization is speaking to upgrade utility of range of
products. Creative brief of the promotion would incorporate ad plan, new era
and copy writing and so forth. Westfield Stratford City plan its commercial in
a manner that trademark created by the organization sends a solid message
to their shoppers. (Benjamin and Baker, 2012).

2.4 Examine ways of working with advertising agencies

The company under communication industry are called advertisement
agencies and their point is to help their customers to plan suitable
communication message which can be conveyed their target customer
14

segments. Advertising agency has the part to create and arrange commercial
battle and TV these advertisement crusades to related purchasers sections
through media types. Methods for working with advertisement agencies can
be in a few structures, for example, full service agencies, media agencies,
creative agencies and A la carte. Full service agencies are offering everything
that relates with advertising and promoting products of the organization.
(Clow & Donald , 2009)
For instance, WCRS is one of the full service advertising agencies that offer
its services to expansive number of customers, for example, Westfield
Stratford City, The Sky, Sony and Transport of London and so forth. Work for
WCRS incorporate ad for Westfield Stratford City with title Its only for
quality products and Tall tale for sky broadband. Creative agencies are
viewed as hot shops shaped by couple of individuals from full service
agencies and these offer particular administrations remembering shopper
prerequisites. Media agencies are offering services related with media and
includes in arranging and buy process for media. For instance, Carat is an
autonomous and greatest media office in UK. In A la carte arrangement
distinctive ad organizations, media agencies and creative shops incorporate
to address specific issues of customers (Schultz and Schultz, 2008).

Task 3
3.1 Explain primary techniques of below-the-line promotion
and how they are used in an integrated promotional strategy
for a business or product

Below the line promotional are the channels through which Westfield
Stratford City can easily interact with its buyer portion or channels at which
organization has direct control. The fundamental target of imparting through
below the line techniques would be to set up relationship with the customer
base of organization. Below the line methods used by the company can be
15

authorized through three noteworthy deals promotion techniques which are

trade promotions, customer promotions and sales force promotions.
Customer promotion techniques contains below the line techniques includes
offering voucher, loyal points or offering gift offered to the buyers of the
organization in light of their reliability with the organization. Sales promotion
would incorporate offering free things with some main product sold by the
Westfield Stratford City, for example, pen, diaries and so forth. Sales force
promotion would incorporate giving incentives or motivational plans for the
business powers deployed by the company (Ademola, 2010). Sponsorship is
also a part of the below the line strategies and utilized by the company to
create customer awareness. For instance, Westfield Stratford City sponsored
UK Olympic group.

3.2 Evaluate other techniques used in below-the- line

promotion
Other techniques which are utilized in below-the-line promotions are:
Gifts with purchase: customers get gifts with particular things within this
plan. Westfield Stratford City make utilization of this especially for the
childrens.
Coupons: Coupons can be found in purchasing a few things, or at times
coupons can be found in online commitments. Online customers will
dependably be anxious about gaining these coupons. (Beakbane, 2013)
Loyalty Gifts: The standard customers can be get special gifts or voucher in
this plan. This truly is the most effortless technique to keep your standard
customers

intrigued

utilizing

16

the

company.

Task 4
4.1 Follow an appropriate process for the formulation of a
budget for an integrated promotional strategy

Budgeting for the company would describe the income and expenditure of
the company like Westfield Stratford City. There can be diverse systems for
improvement of budget plan for the promotion of Westfield Stratford Citys
item and administrations, for example, All we can bear, competitive parity,
percentage of sales, objective and job, cost and computerized modeling and
advantage and so on. Each of the planning system has their own goal and
received in the association with a specific end goal to finish their key
objectives.

For the present undertaking of defining appropriate procedure for budget

allocation towards integrated promotional strategy Westfield Stratford City
has been chosen. It has been uncovered through authentic records that
Westfield Stratford City follow sales percentage method so as to settle on the
budget allowance for the advertisement and promotion of the organizations
goods(Goldstein and Lee, 2011).

Westfield Stratford City has implement sales percentage strategy in order to

settle on the total budget plan that is designated for the advancement of
organizations item as organization put $150 million on promotion in year
2004 where organization accomplish high measure of offers in last period
while spending plan dispensed in the following year i.e. 2005 was just $60
million.
17

Total budget of integrated promotional technique allotted for Westfield

Stratford City would be splitted into diverse media utilized by the company
as a part of request to market their items, for example, sponsorships, show
media (radio, TV), online channels (social networking, messages, online flag
and so forth), presentations, trade promotions, customer promotion and
other media sort planed by the company. Budget allocation for every media
sort would be done in view of the notable execution of every media sort for
Westfield Stratford City.

4.2 Carry out the development of a promotional plan for a

business or product

Promotion is a system for spreading the offers of an item or administration

educating the customers, stakeholders and the other individuals. Each
business association like Westfield Stratford City needs to create promotional
plan to get by in todays focused commercial center. By and large Westfield
Stratford City follow some basic steps that are given beneath:
Advertising:
Advertising

is

an

all

that

much

mainstream

type

of

showcasing

communication by which clients can be educated about the items or

administrations of Westfield Stratford City with the goal that they can pick
them over those of the contenders.
Sales Promotion:
Sales promotion identifies with fleeting motivating forces or exercises that
energize the buy or offer of an item or service.

18

Public Relations:
The purposeful, sustained and planned effort to establish and maintain
mutual comprehension between a company and its publics.
Social media:
To advise the mess people about the item, Westfield Stratford City may pick
mess media for advertising.

4.3
Plan the integration of promotional techniques into the
promotional strategy for a business or product
Advertisement is an integrated part of the company's techniques wherein
Westfield Stratford City would outline its objectives for accomplishing new
shoppers, going into diverse geographic areas, contending with their rivals
and building faithful purchaser base through use of promotional techniques.
Ad does not have the goal to make purchasers for the company however to
quality brand, make awareness for the organizations brand and to give basic
data in regards to advantage of the item to shoppers. A promotional plan
ought to be such that it contains the different tools for the showcasing of
specific item so that 360 degree promotional technique can be deployed in
Westfield Stratford City and various sources of advertisement can offer the
company to get huge shopper some assistance with basing (Dacko, 2008).
Cost effective promotional technique would permit an association to create
higher customer engagement towards their items or administrations with the
goal that shoppers are making verbal exposure or advertisement should be
possible through online networking systems. Both of these procedures are
considered as the minimal effort methods as buyers simply must be a piece
of the general organizational strategy and add to a chain of different buyers.
Message conveyed by the organization ought to be sufficiently solid to draw
in high number of shoppers with them and spread like viral in order to satisfy

19

objectives which an association needs to achieve through a improvement of

these promotions (Adcock and Halborg, 2001).

4.4 Use appropriate techniques for measuring campaign

effectiveness
There are essentially two component utilized by Westfield Stratford City to
measure the effectiveness of campaign utilized by the company and these
are direct sales result study and indirect sales result study for the
association. direct sales study method is conveyed by investigating the
reality the deals and special strategies are having high level of positive
connection among them. Direct deals result investigation makes utilization of
the two procedures which are sales result test and trail region test. Sales
result test for the association would make correlation between the deals
previously, then after the fact making notice crusade by the association.
(Beakbane, 2013)
Trail region test is done before propelling a crusade wherein association
would take two territories and in one of the range ad would be launched and
its business information would be contrasted and other territory where
organization has not dispatched the commercial (Don and Dev, 2005).
Indirect

sales

analysis

test

incorporate

two

methods

which

are

acknowledgment test and Gallup and Robinson review test. Recognition test
would be finished with the general population in order to dissect what
number of them recognize the commercial appeared to them. In Gallup and
Robinson test specific promotion sort, for example, magazine would be
appeared to them in order to check review from the buyers.

20

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