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Advertising and Promotion
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TABLE OF CONTENTS Introduction................................................................................................................................ 3 Task 1 ........................................................................................................................................ 3 1.1 Explanation of the communication process applied in advertising and promotion..........3 1.2 Explanation of the organization working in the advertising and promotion industry...... 4 1.3 How promotion is regulated in UK.................................................................................. 4 1.4 Recent trends in advertising and promotional including the impact of information and communication technology ....................................................................................................5 2.1 Role of advertising in an integrated promotional strategy of business.............................6 2.2 Significance of branding for strengthening the business..................................................6 2.3 Identifying the creative aspects of advertising ................................................................ 6 2.4 Explanation of various ways of working with advertisement agncies............................. 7 Conclusion .................................................................................................................................8 References.................................................................................................................................. 9
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INTRODUCTION In order to fulfilling its goals and objectives in an effectual manner, it is required for business entity to adopt the methods of advertising and promotion. By using these methods, organization can gain the attention of customers towards their product and service and inflecting them to buy that product (Hackley, 2005). For getting the proper advantage of advertisement, commercial entity needs to maintain the effective communication with service users by rendering accurate data and information to them. Present report is focused on describing the role of advertising and promotion in the business world. For better understanding of this report, the case study of Westfield Stratford City has been selected.
Explanation of the communication process applied in advertising and promotion Communication includes various types of information and messages that must be communicated properly to target audience. Availability of effective communication is very beneficial for management of complex to aware consumers about the available products and services (Hackley, 2010). In order to develop effective communication process, Packard’s theory of eight hidden needs can be used by the management of Westfield Complex. According to this theory, it is required for business entity to consider the following needs at the time of preparing the information for the advertisement and promotion (Packard’s theory of eight hidden needs, 2015). These needs are as follows: Emotional security. Creative outlet. Ego gratification. Reassurance of worth. Sense of roots (Steenkamp and et. al., 2005). Sense of power. Immorality. Selling love objects. Along with this, there is also an effective model such as Shannon-Weaver model of communication that can be used by the management of organizations that are working in advertising and promotion industry. With the help of this communication, sender and receiver 3
can develop an effective communication in between them. In accordance to this model, there are following concepts including sender, receiver, channel, encoder, decoder, noise and feedback included in the communication process. Definition of all these concepts are as follows: Sender: It is the person who wants to communicate any message to any other person (Communication theory, 2013). Encoder: It works as a transmitter that is used to convert a message into signals. Decoder: It is used by receiver for converting signals into a message. Receiver: It is the person to whom message is being sent by the sender. Channel: In the process of encoding and decoding, channel is used that is a form of system for converting message into signals as well as signals into message. Noise: It can also be termed as the barriers that lead to decrease the quality of message that has been delivered from sender to receiver. Feedback: With the help of feedback, sender and receiver can clarify with each other about the availability of content written in the message.
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Figure 1: Shannon-Weaver model of communication (Source: Communication theory, 2013)
Explanation of the organization working in the advertising and promotion industry Now days, advertisement and promotion industry has been emerged to a higher extent as every company want to promote its products and services to a higher level in order to get competitive advantage and attract more number of customers. For fulfilling these purposes of commercial entities, several agencies are working in this industry that are focused on providing advertisement services to all types of businesses (Hackley, 2010). Agencies included in advertisement and promotion industry are the creative agencies, marketing agencies, advertisement agencies as well as media planning and buying agencies. Main aim of these all agencies to provide advertisement and promotion services to its business clients in order to enhance the level of their marketing practices. Along with this, these agencies are worked as the external suppliers which are focused on developing effective communication in between its business clients and their targeted customers.
Furthermore, this industry includes the organizations such as generalized
advertising organizations, In-House advertising organization, Interactive advertising organizations and specialized advertising organization. Generalized advertising organizations provide services in terms of developing brand as well as logo design while, In-House
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advertising organization provide advertisement services in order to enhance competition level between individual to individual business (Butterfield, 2009). On the other hand, Interactive advertising organizations are focused on adopting television advertisement, internet and social networking sites in order to promote products and services while specialized advertising organizations are focused on making various kinds of advertisement in terms of entertainment, recruitment, industrial, phone book and financial. Advertising and promotional industry can be defined as the business which provides services to other business regarding advertisement and marketing. Main aim of this industry is to provide better solutions to its clients in terms of business growth and development (Fortin and Dholakia, 2005). In case of Westfield, it is required for management to consider the following factors for selecting the right company for the advertisement. These are as follows: Organization must have good reputation in market as well as positive brand image. In order to attract more customers, there must have the availability of creative advertisement (Aaker and Biel, 2013). Ad agency must be capable of using the new and innovative technology for making better advertisement. Advertising company should have adequate experience and knowledge of working in order to resolve the problems of clients in an effectual manner (Hyun, Kim and Lee, 2011). How promotion is regulated in UK In United Kingdom, advertisement and promotion has been regulated and controlled by the several legislation and codes of practice. Therefore, it is necessary for Westfield to develop its advertisement campaign in a legal and ethical manner (Butterfield, 2009). In order to prevent the cases of fake advertisement, there are various regulatory bodies in UK. Advertising standards Authority (ASA) works to check the effectiveness of advertisement in order to reduce the chances of misleading and harmful activities conducted by business (Tucker, 2012). Further, to ensure the effectiveness of information in advertisement which must be same as the quality and features of products Bar standards board is responsible. Committee of advertising practice administer and control advertising standards authority
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(Jalleh and et. al., 2005). Along with this, it revises the all codes of practice and helps authority to enforce them. Furthermore, self–regulatory organization is working in the UK that is focused on maintaining an agreement in between advertisement agencies, advertisers and media owners. According to that agreement, each professional needs to perform its business practices effectively with maintaining the level of standards to a higher extent. Further, data protection act is also developed by UK government for ensuring the level of data security and hacking of information in the advertisement and promotion industry (Fortin and Dholakia, 2005). As per this act, it is necessary for the advertisement agencies to maintain the security of data provided by its business clients as well as to ensure the uniqueness of content used in the advertisement as getting success in this industry mostly depends upon the quality of advertisement content. However, companies act and consumer protection act are also needed to be considered by the advertisement agencies.
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help@assignmentdesk.co.uk Recent trends in advertising and promotions In accordance to changing technology and trends, management of Westfield needs to change their styles and views of advertisement (Gamliel and Herstein, 2011). Due to this aspect, advertisement must be effective, more speedy, less time consuming, creative and most popular. Availability of modern technology is the best solution for business entity to survive in this competitive world and enhancing its level of profitability by ensuring the effectiveness of advertisement and promotion (Agarwal, 2008).
Information and communication
technology (ICT) is one of the modern applications of communication which depends mostly
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upon the new and innovative technology. ICT includes the modern methods such as ecommerce, e-mail, internet and other websites. Along with this, there are also some methods including smartphones, SMS service, interactive TV, digital TV and Broadband. Introduction of this modes has been emerged the level of information and technology sector as well as advertisement and promotion sector to the highest extent. Through using these methods, advertisement and promotion practices can be conducted by the advertising agencies in an effectual manner (Hackley, 2005). Role of advertising in an integrated promotional strategy of business In case of Westfield, advertising plays a crucial role in enhancing the sales of business by conducting its marketing campaign in an effective manner. Main aim of advertising is to make the product and service more popular within the customers and population. By using the method of advertisement, management of complex can turn the intention of general public towards the business (Role of advertising in the promotional strategy of business, 2015). Advertising includes the methods of TV advertisement, celebrity endorsement, billboards and posters that can be used by the organization (Steenkamp and et. al., 2005). Availability of suitable techniques of advertisement is beneficial for commercial entity to gain competitive advantage by providing proper information to service users about the availability of new changes in business. Advancement of television, radio, internet and social networking sites influences people to gain information about the products and services through using these methods. Along with this, it aware customers to select better products and services from the available alternatives in the market. Better enhancement in customer’s awareness leads company to make its advertisement campaign more effective in order to gain competitive advantage. For instance, in 2010 General Motors had spent $4.2 billion on marketing and advertisement after following ford that had spent $3.9 billion (Aaker and Biel, 2013). Furthermore, roles of advertising in the promotional strategy of business are as follows: Awareness: Advertisement is focused on alerting people about the availability of products or services that are introduced newly in the market. Along with this, it leads to gain the attention of customers towards products or services.
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Profit: Advertisement leads to attract more number of customers that put its positive impact on the sales revenue and profitability of organization. Brand: With the help of advertisement, organization will be able to make popular its brand in the market as well as in the mind of customers. Demand: Advertisement is focused on attracting to targeted audience towards the products and services. Once, the customers is attracted towards the product then it is focused on taking phrasing decision in the respect to that product which leads to enhance the demand of customers. Significance of branding for strengthening the business As per the recent scenario, competition in the market has been increasing very rapidly. Therefore, it is required mostly for business entity to gain the confidence of its customers which can be encouraged by enhancing the effectiveness of branding. Along with enhancing the trust of customers, it is focused on developing better relationship with employees, shareholders and other parties (Aaker and Biel, 2013). Availability of strong branding leads to enhance the demand of products and services in an appropriate manner as well as company's sales and profitability. In order to resolve the issues faced by the management of Westfield, Branding is the best option which is focused on influencing the purchasing decisions
of
clients.
Brand can be defined as a name, logo, term, symbol, design and feature of product or service that is used to distinguish one company’s products from another. Brand is necessary to be selected by the organization that is used for conducting business practices in the respect
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of marketing, advertisement and promotion (Agarwal, 2008). On other hand, branding is the process of setting the positive image of products or services in the mind of customers. With the help of branding, company can attract more number of customers towards the products and services. Along with this, branding make it easy for customers to recognize and select product. In the modern era, Branding plays a crucial role in increasing the demand of customers as well as the level of company’s sales revenue. In case of Westfield, branding can be created by using sustainable and environment friendly practices at the time of conducting business activities. Along with this, shopping center needs to provide high quality of services in order to set its brand image. At last, level of customer service needs to be improved in order to create its positive brand image.
Identifying the creative aspects of advertising Creativity plays a major role in the success of advertisement and attracting more number of customers. Due to this, management of Westfield complex needs to make a creative advertisement for fulfilling their goals and objectives in an effectuate manner along with overcoming their issues related to decrease of business sales. Availability of creative message in advertisement get more attention and create positive attitude of people towards product (Hyun, Kim and Lee, 2011). Therefore, to become competitive in this race, it is essential for the management of Westfield to make effective advertisement which should be more amazed and emotional. In modern era, it is not an easy process to influence service users for purchasing product and services with simple advertisement (Butterfield, 2009). In case of creative aspects, there are various elements including layout, ad-copy and brand strategy that need to be considered. Description of these elements are as follows: Layout Advert layout can be defined as an appropriate style of graphics, size, objects, color plan and script that is used to make an effective message in order to communicate with targeted customers (Agarwal, 2008). Ad-copy It is termed as the text which is a form of message used for publishing on television, radio and theater in order to influence customers to make purchase. This type of text is also
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published on websites, internet and social networking sites for the aware of customers about the products and services. Brand strategy Brand strategy includes the answers of following questions such as what is going to be communicated in front of target customers, why advertisement is going to be made, when it will be published and what are the sources of publishing this advertisement.
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help@assignmentdesk.co.uk Explanation of various ways of working with advertisement agncies In order to attract customers and inform them about products and services, it is necessary to make advertisement. For crating a better advertisement, consulting with ad agency is the best option for the management of Westfield (Jalleh and et. al., 2005). Due to this aspect, there are various ways that can be considered while working with advertisement agencies. These ways are mentioned below as: 1. By being flexible to make change in operational activities in accordance with the aims and objectives. 2. By being practical at the time of selecting the advertisement agency which must be capable for working with new technology. 3. By providing proper information to ad agency regarding its target customers is very necessary for commercial entity for getting better advantage of advertisement (Agarwal, 2008). There are several agencies working in advertising and promotion industry that are focused on rendering advertisement services to its business clients in order to attract customers
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towards its products and services. Among the all agencies, la carte and boutiques are the well-known companies that are operated in this industry. In order to deal with their business clients, both agencies perform their business practices in the following steps. These are as follows: Setting goals: In this step, management of both agencies are focused on understanding the objectives and goals of their business clients that are existed behind its marketing practices. Discussion on budget bases: It is the important step in which communication takes place in between the advertising agency and business organization in order to set budget for the preparation of advertisement and promotion (Hyun, Kim and Lee, 2011). Staying in contact: Both agency and organization must be stay connected with each other at the time of making advertisement for the product or service. Availability of proper communication and connection in all the levels of making advertisement lead advertising agency to fulfill the objectives and goals of its business client. Establishing of timeline: Advertising agency needs to be completed its promise on time in the respect of delivering advertisement services.
CONCLUSION In accordance to above description, it can be concluded that adverting and promotion are the most important tools of marketing which helps organization to become successful and to survive in this competitive world. In order to make better advertisement, creative and innovative ideas are necessary to be selected by the management of company.
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REFERENCES ●
Aaker, D. A. and Biel, A., 2013. Brand equity & advertising: advertising's role in building strong brands. Psychology Press.
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Agarwal, A. K., 2008. Social classification: The need to update in the present scenario. Indian J Community Med.
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Butterfield, L., 2009. Excellence in advertising. Routledge.
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Hackley, C., 2005. Advertising and promotion: communicating brands. Sage.
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Jalleh, G. and et. al., 2005. Selling or promotion?. Tobacco control.
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