Sample Dissertation Document on Advertising & Promotion

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ADVERTISINGAND

PROMOTION

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TABLE OF CONTENTS

INTRODUCTION..........................................................................................................................3TASK 1...........................................................................................................................................31.1 Communication process applicable to advertising and promotion............31.2 Various organizations working in advertising and promotion industry....41.3 Regulations of promotion in UK...............................................................................51.4 Trends in advertising and promotion and impact of ICT................................52.1 Role of advertising in integrated promotional strategy of WestfieldComplex ..................................................................................................................................52.2 Significance of branding for increasing business............................................. 62.3 Reviewing the creative aspect.................................................................................62.4 Mode of working with advertisement agency....................................................7

CONCLUSION .............................................................................................................................7REFERENCES...............................................................................................................................8

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




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INTRODUCTIONAdvertising is a marketing tool which is used by business entities to

build brand image in the market. It further assists in persuading customersto buy products and services offered by an organization. Thereafter,promotion involves all the activities that help in communicating brand imageand product idea or service to prospective customers (Stafford, 2005). Itfurther helps in retaining brand loyal customers and attracting new one. Inthe present report, various aspects of advertising and promotion will bestudied in context of Westfield-Stratford Complex. The complex have severalbrand stores, restaurants, recreational facility that aims at providing uniqueshopping experience to customers. In this report, learning will be shownregarding the significance of advertising and promotion in improvingdeclining sales of this shopping center. Further, impact of ICT on the sale oforganization will be studied.

TASK 1

1.1 Communication process applicable to advertising and promotionCommunication is an important aspect that helps company in

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




Source: Here, management of Complex will be source of informationthat will communicate different services and products offered bycompany to its target and potential customers.Message: Message involves the information about stores, restaurants,and entertainment facilities etc that are available at complex. Themessage will be impelling so as to induce customers to visit thecomplex (Lee‐Foster, 2010).

Medium: To communicate the aforementioned message toprospective customers, management of Complex can use direct mail,telecommunication, web portal etc.Receiver: Target customers will receive the message and understandthe same as per their knowledge. This process is called as decoding.Feedback: Customers give response regarding their understandingon message. The feedback assists management in understandingwhether customers are willing to visit complex or not. In addition to

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




this, needs and prospects of customers can be understood in order tofulfill them (The Communication Process, 2014).Noise: There are various disruptive elements that affect the properinterpretation of message communicated by Complex. It createsadverse impact on the entire business processes of the Westfieldcomplex.

1.2 Various organizations working in advertising and promotion industryFrom the provided scenario, it has been identified that sales of

Westfield Complex has been declining and business are leaving the Staffordcity. Therefore, it can take help of different organizations in advertisingindustry to spread awareness about its offering in order to enhance thecustomer base (Hill, 2006). For this aspect, company can outsource itsadvertising function to another agency. Therefore, there are various efficientadvertising agencies that will assist in promoting the business of thisComplex. They will further perform marketing functions with expertise bymatching the same with professional standards. Further, agency will help theWestfield complex by providing more knowledge about market, prevailingtrends etc. Therefore, this information employed by agency will help thebusiness of shopping centre to improve its sales and goodwill.

1.3 Regulations of promotion in UKThere are different regulatory bodies that control and monitor the

advertising and promotion system of UK. Advertising and standard authorityis a regulatory body that ensures safeguarding from the activities such asmisleading, deceptive and immoral advertisement done by any organization




(Steinberg and et. al., 2007). Main aim of this body is to protect the interestof target customers and assure that advertisements are done as per the setbenchmarks only. Further, it also takes actions against consumer complaintsabout fake and harmful advertisements. Similarly, Committee of AdvertisingPractice is also a regulatory body that monitors and regulates thecommunication through advertisements etc. Further, it takes strict anddisciplinary measures against organization for doing fake promotion. Itchecks that products correspond to the attributes are highlighted in thepublished ads.

1.4 Trends in advertising and promotion and impact of ICTIn order to get fruitful results from marketing activities, it is significant

for Westfield Complex to consider the prevailing trends in advertisement andpromotion industry. This will help companies in boosting their market salesand enhancing the customer base. Presently, Information andCommunication Technology (ICT) is widely used promotional technique inmarket. It involves use of digital technology, instant messaging, searchengine optimization, software, internet portals etc for promotion andadvertisement (ICT, 2014). In addition to this, ICT is used to design attractivequestionnaires, promotional presentations, graphic software that willstimulate the attention of customers. Therefore, Westfield Complex canmake use of various tools in ICT to induce prospective customers to visit theentity and make purchases. ICT also helps in ensuring the success ofmarketing function to large extent.







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TASK 2

2.1 Role of advertising in integrated promotional strategy of WestfieldComplex

Integrated promotional strategy aims at using assortedcommunication tools for brand building. Therefore, by compounding varioustools, marketing team of Westfield can ensure that they reach the targetcustomers in effective and innovative manner. Further, integratedpromotional strategy assists in adopting various traditional and modernmethods simultaneously for communicating the worth of products andservices to target audience (Integrated marketing communications, 2015). Itfurther helps in brand building in market and thereby enhances the sales. Inthis 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 customerstowards Westfield Complex.

Illustration 2: Integrated marketing strategy(Source: Chunying, 2013)




2.2 Significance of branding for increasing businessBranding is an important process that assists business enterprise in

building unique and differentiated image of products offered by company inthe market. It helps in increasing the effectiveness of marketing campaign(Gourkova, 2005). By using branding, Westfield Complex can build its brandimage and use the same in drawing attention of new customers andretaining the loyal consumers. Through branding, organizations can stayahead of its rivals. Therefore, Organization can upgrade the quality of itsservices and assure higher sales of business to build strong brand image.Further, strong advertisement and promotion methods can be used toimprove brand recognition of the firm (Importance of branding, 2015).Thereafter, branding assists in building the worth and trust for its product inthe minds of customers.

2.3 Reviewing the creative aspectCreative aspect helps company to make constant up-gradation in its

mode of furnishing services (Huang, 2014). This further provides competitivebenefit to organizations in the market. Therefore, creative aspect helpWestfield complex as well in getting an edge over its rivals. The main aim ofcreative aspect is to make viable changes in marketing campaign thatfurther assists in gaining attention of large number of audiences. Therefore,it is likely to enhance the footfalls of Complex by adopting innovativemeasures to encourage individuals to make constant visit. Further, creativeaspect involves the use of three elements. These are namely, creativeprocess, force and situation. Therefore, Westfield Complex can use creativeability of its employees to design attractive and impelling advertisements(Lee‐Foster, 2010). Thereafter, creative process can be used in the product




development by identifying the consumer’s requirement and using it in theirproduct. Thereafter, such situation assists in transforming marketing planinto action. Hence, it can be stated that creative aspect is a crucial functionthat can be used by Complex to improve its present situation.

2.4 Mode of working with advertisement agencyAdvertisement agency assists Westfield Complex in attaining the

marketing targets. With proper support of advertisement agency, Complexcan regain its lost popularity. Furthermore, advertisement agency helps inimproving the brand image and boosting the sales of various products andservices (Woodcock, 2003). Along with this, while selecting the ad agency,organization should ensure that particular agency must have good marketreputation, proper expertise, experience and infrastructure. In addition tothis, it should have creative personnel that help in designing attractivemarketing strategies. However, it is important for company to adoptappropriate style of working with ad agency. In this respect, managementshould assure that proper flexibility is provided to agency in order to workwithout interference. Therefore, communication between management andagency should be strong. This will help the company in knowing progress ofmarketing campaign (Chunying, 2013). However, it is important for WestfieldComplex to provide budget to advertisement agency so that cost does notexceed the benefit from marketing program.







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CONCLUSIONSumming up the entire report, it can be concluded that advertising and

promotion are important tools that will help Westfield Complex in enhancingthe sales of its business. Further, it can take help of agencies inadvertisement business in order to develop attractive and impellingmarketing campaign. Thereafter, by using ICT techniques, new andinnovative methods can be adopted to spread awareness about variousproducts and services offered in Westfield Complex.







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REFERENCESBooks and Journals● Chunying, W., 2013. A study on the delivery of city branding

advertisements in China: City branding advertisement on CCTV,2007‐2010. 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 creativeproduct. European Journal of Marketing.

● Huang , H., 2014. Promote the price promotion: The effects of pricepromotions on customer evaluations in coffee chain stores. InternationalJournal of Contemporary Hospitality Management.

● Lee‐Foster, A., 2010. Capacity to Communicate: Sense's three‐yearproject training independent mental capacity advocates incommunication 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>.


Sample Dissertation Document on Advertising & Promotion

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