Anda di halaman 1dari 12

Table of Contents

Introduction

Task 1: The scope of marketing communications 3


1.1 Communication process that applies to advertising and promotion

1.2 Explanation of the organisation in the advertising and promotions industry to the Westfield
Complex management 3
1.3 Regulation of promotions in the UK 4
1.4 Current trends in advertising and promotions 5
Task 2 Advertising and promotion in business

2.1 The role that advertising could play in an integrated promotional strategy for the Westfield
Complex
7
2.2 Use of brand to strengthen business 7
2.3 The creative aspects of advertising

2.4 The various ways of working with advertising agencies


Task 3 Presentation of promotional plan 10
Task 4 Plan integrated promotional strategies
Conclusion

16

References

17

0 | Page

12

Introduction

Advertising and promotion are the means of introducing a new product or increasing the sales
of an old product by drawing customer attention or just promoting the companys message.
Among the marketing activities, they are one of the majors. Some theorists believe that its
not about the product, rather its about persuading the people to buy it. This assignments sole
intention is to discuss the practical aspects advertising and promotion along with the theories,
and to understand how a company applies them. Moreover, the assignment would discuss the
recent trends of using ICT in promoting a product. The learner would also discuss how
promotional plans are made and executed by assessing the role of promotion manager; and
how legislations control advertisement activities.
To conduct the assignment in a practical manner, the unit requires to support the work based
on Westfield Stratford Citys case study. The metropolitan, located in the East London, is a
point of attraction. Especially the young visitors often come here for shopping or just for
visiting. Recently the city malls have been experiencing a downturn to the sales and the
downturn increases as year goes on. Which now has left some mall owners with no choice but
to leave the City. In this situation the City authority has appointed a promotion manager
whose duty would be to promote those malls and the City and increase the sales in those
supermarkets.
Task 1: The scope of marketing communications
1.1 Communication process that applies to advertising and promotion

The communication process of advertisements are simple as the normal communications


processes. The process involves a sender, a media, a message and a receiver. There are two
sorts of sender in this process. The direct sender of message and the direct sender of
messageAccording to Wilbur Schramm, the essential parts of this process is encoding and
decoding;where the sender encodes his message for the consumers to understand it, and the
receiver decodes the message- meaning grabs the message the advertiser wants to
convey(Belch and Belch, 2001). The model of Schramm looks like this;

1 | Page

The marketing communication process has a wide array of tools. These are called marketing
communication mix tool. The tools are direct sales, public promotion, advertising, public
relations and sales promotion.
For better understanding the process, the advertising of Westfield has been presented here. To
draw the attention of the public, the City has decided to invest on promotional activities, here
Westfield authority is the direct sender. The City authority has appointed a promotions
manager to carry out advertising and promotional activities, here the promotions manager is
the indirect sender. The Westfield would design a message which would successfully carry
out the advertisement objective. That is the message being delivered. The message would be
delivered via some media or channel. This could be TV channel, internet, radio or any sort of
publications. And finally the message is delivered to the public and they decodes the message
and thus present some response.
1.2 Explanation of the organisation in the advertising and promotions industry to the Westfield
Complex management

There are different parties involved in the marketing communication industry; the clientwhich is the company that wants to promote; ad agency- that provides ad service to the
companies and the media- the channel through which the promotion message would be
delivered.
But before moving to the organizations of marketing promotion, it is important to describe
the 7 tools of marketing communication process first;

Figure: 7 tools of promotion


Advertising
Advertising is a public mode of communication. Because it is communicated simultaneously
to large number of people and people know that the same communication is going to many
people, they feel their motives for buying are understood by the advertiser.
Sales promotion

2 | Page

Sales promotion tools like coupons, contests, premiums, and the like act as communication
medium and also promote sales.
Public relations and publicity
News stories and feature articles are more authentic and credible than advertisements to
readers. The articles act as testimonials. The message gets through to the potential buyers as
news and they may not turn away from it as they turn away from the advertisements.
Personal selling
Personal selling as a communicative channel involves a live, immediate, and interactive
relationship between persons. Personal selling leads to relationships. The listener feels
obligated to respond to the salesman at least with a polite thank you.
Direct Marketing
The alternatives are direct mail, Email, and telemarketing. In these cases the message is
addressed to a specific person. The message can be customized. Even though mailing folders
and email are normally standardized to gain efficiency. The message can be up to date. In
case of telemarketing, message can be altered depending on the response. In the case of other
alternatives subsequent communication can be altered depending on the response.
Events and Experiences
They include sponsorships of sports, arts, entertainment and cause events as well as activities
that create novel interactions of consumers with product or brand. An example of experience
can be providing air-conditioned bus ride to potential consumers to make them excited about
buying an air conditioner. Another example is internet companies providing internet at
airports for free use by travellers.
Promotion manager should hire an advertising agency that can help the Westfield to meet its
promotional objectives. The considering factors for choosing the right agency to carry out
advertisement tasks are the technology, creativity of the team, goodwill and the value of the
service(Chunawalla, 2008).
First of all, the goodwill of the agency should be checked. How long the agency has been
operating from, what reputation the agency has, etc. Then the technological resources of the
agency should be checked. Nowadays the ads or commercials require creativity and
innovation; and for that, technological resources are needed. The better the technology, the
better the value would be. Then the promotions manager needs to consider the creativity of
the developers-team. Their skills would impact the success of the ad. And finally the manager
must recognize the value delivered by the agency to previous clients.
Based on the factors, the manager has decided to hire the ad agency McCann for advertising
the City.
1.3 Regulation of promotions in the UK

The Regulations
There are some crucial regulatory factors set by the laws of consumer laws of UK that the
manager of Primark must consider when he advertises his message.
3 | Page

1. First of all, he cannot provide any misleading information in his advertisement.


2. His message cannot contain any confusing message.
3. He must not promise something that he is not going to or cannot fulfil.
The Regulatory Bodies
In the UK, there are different legal bodies to control promotional and advertising activities, so
that customers interests are preserved and the message of the advertisements are checked for
accuracy. Such legal bodies are Advertising Standards Authority, Bar Standards Board
and Committee of advertising practice.ASA and CAP assists in each others activities. ASA
responds to consumers complaints and checks for the accuracy of advertised messages. CAP
helps ASA by developing codes for it. BSB checks for the quality of advertised products
quality(Clow and Baack, 2004).
Therefore
These are the regulations and regulatory bodies that Westfields manager needs to oblige
with. In the UK, consumer protection laws are strictly followed. And if there are inaccuracies
in advertised messages that could harm consumer interests, then the accusation would result
in charging with penalties.
1.4 Current trends in advertising and promotions

Trend means the recent practice. In this section, the learner would highlight what some recent
practices are in advertising and promoting.
There has been some significant changes in the ways of delegating promotional messages.
Earlier, the product was highlighted in its ads. Now the companies use some strong social
messages to promote their product through. Sometimes catchy animations are used.
Commercials were flashy before, but now some of them are very simple but meaningful. The
ad agencies incorporating a lot of talent and innovation to publish ads. Nowadays the ads or
commercials require creativity and innovation; and for that, ad agencies are using
technological more than ever(Espejo, 2010).
The reason is that there are so much competition and thus so much commercials that
audiences do not pay much attention to those nowadays. There are much pressure on those
agencies to develop persuasive and attention drawing commercials.
As part of using ICT in publishing or broadcasting commercials, social media platforms,
affiliate marketing and AdSense marketing are much used now. To draw attention of
corporate class people, email newsletters are used.
To increase sales in the malls of the City, the manager must consider hiring a talented group
of AdSense, affiliate and social media marketers.
To list down what the learner understood by the current trends;
1. Now the companies use some strong social messages to promote their product through.
2. Sometimes catchy animations are used.
3. Ad agencies are using technological more than ever.
4 | Page

4. To draw attention of corporate class people, email newsletters are used.


5. Social media platforms, affiliate marketing and AdSense marketing are much used now.
Task 2 Advertising and promotion in business
2.1 The role that advertising could play in an integrated promotional strategy for the Westfield
Complex

Advertising is about promoting a product, or a service, or the entity itself by some agency in
exchange of payments. The main concept of integrated marketing to reinforce both mass
marketing strategies and direct marketing strategies to come up with an effective
advertisement formula.
Integrating different tools of advertisement communication in order to promote a product is
integrated promotion strategy. The aim of such strategy is to advertise a message to more
audiences with comparatively lower investment. Sponsoring sports event, bus wrapping,
advertising online are some of those strategies(Hackley, 2005).
The roles advertising play in integrated promotion strategy;
The aim of such strategy is to advertise a message to more audiences with comparatively
lower investment.
Integrated promotion strategies also benefit a company by the processes of B2B interactions,
customer focused communications, internally directed communications etc.
Another role of such strategy is to reach the market by thinking out of the box. Even though
most of the integrated promotion strategies have become old, but still they are effective in
drawing much attention. For example, skywriting. Westfield can also consider skywriting
campaign.
Get the desired customer attention.
Increasing the sales.
2.2 Use of brand to strengthen business

Brand means giving a product a particular name, of course, the name which would stand for
the uniqueness of the product.
Why brands are important
Brands make it a lot easier to promote something. Consumers prefer brands. It is quite
obvious that they would prefer branded products or services over the non-branded ones.
Therefore, the promotion manager should attend to establish a brand image for the
City(MacRury, 2009).
The ways to establish brand
Branding strategy for increasing the sales of the malls of a City is different from establishing
brand image for increasing product sales. The City authority must encourage branded retailers
like Walmart, Disney and others to operate business activities in the business centres of the
City. Also the branded fast food chains should also be encouraged to run their business

5 | Page

activities in the City. Then the manager can establish its own image by developing recreation
spots.
2.3 The creative aspects of advertising

Producing an advertisement in an artistic way to make it more persuasive is creativity in


advertising.
Structuring of a creative ad
The promotions manager needs to consider the creativity of the ad agency. Their skills would
impact the success of the ad. However, the promotions manager also needs to have his own
preference in the development of a creative advertisement(Stanley, 1977). The manager has
therefore, decided to convey the various social messages in their commercials from time to
time.
Then comes the way of advertising. Incorporating different integrated promotion strategy in
their promotion plan, the promotions manager would be able to develop a successful ad
campaign.
Creativity and the ad agencies
Nowadays the ads or commercials require creativity and innovation; and for that,
technological resources are needed. The better the technology, the better the value would be.
Then the promotions manager needs to consider the creativity of the developers-team. Their
skills would impact the success of the ad. And this the way, the manager must recognize the
value delivered by the agency to previous clients.
2.4 The various ways of working with advertising agencies

Ad agencies are particular type of companies established for the purpose of giving
advertisement services to the mainstream companies.
The ways of working with ad agencies
There are different factors that the promotion manager should consider carefully while
working with the hired ad agency. First of all, the manager must make it clear what their
goals are, what type of ad they want to develop, who they are targeting as audiences, and the
budget they want to spend on the campaign. Secondly, the ad agency must make their terms
and conditions clear to avoid contractual conflicts. Thirdly, they both must understand each
others roles. The ad agency are for the technical aspects and the manager is the one to give
instructions and requirements. Thus, working in an organized way, they both can cover their
interests properly(Wright, 1977).
Task 3 Presentation of promotional plan

*Welcome to this presentation

Why this presentation


1. city malls of Westfield, has been experiencing a huge sales drop each year
6 | Page

2. this situation is that few of the mall and super markets are thing about leaving
the city.
As we know that Westfield City has been renowned for its malls and supermarkets for a long
time, however, recently the city malls have been experiencing a downturn to the sales and the
downturn increases as year goes on. Which now has left some mall owners with no choice but
to leave the City. In this situation the City authority has appointed a promotion manager
whose duty would be to promote those malls and the City and increase the sales in those
supermarkets.
Below the line promotion
Internet markinng
In this situation, we can initially consider some below the line promotion approaches that
would save us money for later promotional investments but draw a good amount of audience
attention. We can go for direct promotion, sponsorships, and more public relations.
Below-the-line promotion
Internet marketing: Marketing a product using different online marketing
strategies such as ailiatinn, Adense, social media marketing etc.
Sales promotion: The marketing functions which creates some extra value
to sales force.
Ir Pnhlie relations: Non personal publicity of a predilet.
I Personal selling: Person to person approach of the seller to persuade buyer
to buy.
I: Ilireet marketing: Directly approaching the customer to sell something.
Other techniques for be|owthe line promotion
Using coupons for persuading customers to buy more from the malls.
Pricing in promotional technique so that customer visits increase as
well as sales.
Offers and discounts to attract customers.

We can also encourage our City malls for availing offers, coupons and discounts to catch
some attention.
OtherBelow the line promotion tools
Pricing,
Packaging,
Place and
People
Other than those which we have mentioned. Our promotion strategies could also incorporate
promoting through competitive pricing, product placement and through persuading people
through the people.
7 | Page

Task 4 Plan integrated promotional strategies


Promotion plan
1. develop
2. implement and
3. control
The individuals involved in promotion design a promotional plan that provides the framework for
developing, implementing, and controlling the organizations integrated marketing communications
programs and activities.
Our promotional plan

Promotional planning team of Westfield would decide on the role and function of the specific
elements of the promotional mix, develop strategies for each element, and implement the
plan. Promotion is but one part of, and must be integrated into, the overall marketing plan and
program.
Layout of our promotional plan
Promotional activities
1. branding
2. sponsoring
3. public campaign
4. m marketing
We would encourage branded retailers like Walmart, Disney and others to operate business
activities in the business centres of the City. Also the branded fast food chains should be
encouraged to run their business activities in the City.
We would sponsoring sports and other local events.
Target places for public campaigns would be

White City

Holland Park

Ravenscourt Park

Wormwood Scrubs Park

Different companies are using mobile devices for promoting their offers, as recently use of
mobile browsing has increased significantly. It is not only cost saving but also responsive.
However, we must be careful, so that our activities do not annoy the users.
Promotional plan objectives
The first things to set proper objectives are,
Setting SMART objectives
8 | Page

Definiting finacncing aspects


Implementing the planned
Controlling and monitoring the promotion activities and expenditures
Evaluation of outcomes
The Company must consider preparing a reasonable budget for the integrated promotional
purpose.
The outline of the promotion plan
Increasing the total sales of the malls by 7% by next year.
Increase the visitors rate by 5K by next year.
The extended plan is
Promoting online via Facebook, YouTube and Twitter
Sponsor the upcoming sports events in the nearby neighbourhoods
Employ 5 thousand new personnel for direct promotion
Spread the message of our environmental works and achievements through skywriting, bus
wrappings and public campaigns.
Media mix we designed includes
Arrange community presentations to introduce new offers
Setting a publicly involved promotion team
Developing a website which would attract users
Advertising more on newspapers and social media.
Advertising on other web platforms, radio and TV channels.
Budget
The budget has not been defined yet. But the promotion team must be allowed with a
flexibility in budget in order to complete their works in the most effective way.

9 | Page

To judge the promotion campaigns effectiveness we have selected the following activities to
perform,

Comparing between past and present sales of the City malls

Assess the visitor rate increase

Conduct a survey on the visitors for getting their feedback

And that was all about our promotion plan framework.


Conclusion

As the learner concludes the assignment, he has much better understanding on this study area.
Advertising and promotion are the means of introducing a new product or increasing the sales
of an old product by drawing customer attention or just promoting the companys message.
Among the marketing activities, they are one of the majors. Some theorists believe that its
not about the product, rather its about persuading the people to buy it. This assignments sole
intention was to discuss the practical aspects advertising and promotion along with the
theories, and to understand how a company applies them. Moreover, the assignment
discussed the recent trends of using ICT in promoting a product. The learner also discussed
how promotional plans are made and executed by assessing the role of promotion manager;
and how legislations control advertisement activities. To conduct the assignment in a practical
manner, the unit required to support the work based on Westfield Stratford Citys case study.
The metropolitan, located in the East London, is a point of attraction. Especially the young
visitors often come here for shopping or just for visiting. If successfully applied, the
advertising and promotion activities would help the businesses of the City to regain their
sales position.

10 | P a g e

References

Belch, G. and Belch, M. (2001). Advertising and promotion. Boston, Mass.: Irwin/McGrawHill.
Chunawalla, S. (2008). Advertising, sales and promotion management. Mumbai [India]:
Himalaya Pub. House.
Clow, K. and Baack, D. (2004). Integrated advertising, promotion & marketing
communications. Upper Saddle River, N.J.: Pearson Prentice Hall.
Hackley, C. (2005). Advertising and promotion. London: SAGE Publications.
Lewis, H. and Nelson, C. (1999). Advertising age handbook of advertising. Lincolnwood, Ill.:
NTC Business Books.
Moriarty, S., Wells, W., Mitchell, N. and Wells, W. (2009). Advertising. Upper Saddle River,
N.J.: Pearson Prentice Hall.
Pallister, J. (2012). Westfield. [London?]: Emap.
Rossiter, J. and Percy, L. (1987). Advertising and promotion management. New York:
McGraw-Hill.
Stanley, R. (1977). Promotion. Englewood Cliffs, N.J.: Prentice-Hall.
Winters, A., Goodman, S. and Winters, A. (1984). Fashion advertising & promotion. New
York: Fairchild Publications.

11 | P a g e