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ContentsIntroduction................................................................................................................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 ho promotion is regulated...................................................................!

1.4 Examine current trends in advertising and promotion" including the impact

of I#T....................................................................................................................... $

 Task 2......................................................................................................................... %

2.1 Explain the role of advertising in an integrated promotional strategy for a

&usiness or product................................................................................................. %

2.2 Explain &randing and ho it is used to strengthen a &usiness or product. ..11

2.3 'evie the creative aspects of advertising.....................................................12

2.4 Examine ays of orking ith advertising agencies......................................13

 Task 3....................................................................................................................... 14

3.1 Explain primary techni(ues of &elo)the)line promotion and ho they are

used in an integrated promotional strategy for a &usiness or product..................14

3.2 Evaluate other techni(ues used in &elo)the) line promotion.........................1!

 Task 4....................................................................................................................... 1!

4.1 *ollo an appropriate process for the formulation of a &udget for an integratedpromotional strategy............................................................................................. 1!

4.2 #arry out the development of a promotional plan for a &usiness or product

1$

4.3 +lan the integration of promotional techni(ues into the promotional

strategy for a &usiness or product.........................................................................1%

4.4 ,se appropriate techni(ues for measuring campaign e-ectiveness.............1

'eferences................................................................................................................1

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 Introduction

Westfeld Stratord City  is a mall in

/hite #ity" 0ondon" ,nited ingdom" inthe 0ondon orough of ammersmith

and *ulham. The mall as produced &y

the /esteld 5roup at an expense of 

61.$&n" on a site &ounded &y the /est

#ross 'oute 7A32289" the /estay 7A489

and /ood 0ane 7A21:9. It opened on 38 ;cto&er 288 and turned into the

largest covered shopping advancement in the capital" ousting the /hitgift

#enter in #roydon.

 The site is a part of the /hite #ity region" here a fe other huge scale

improvement activities are under ay or in the planning stages. The

improvement is on an expansive &roneld site" a portion of hich as once

the location of the 1:8 *ranco)ritish Exhi&ition< the initial site clearance

demolished the set of halls still remaining from the exhi&ition. A great part of 

the site as &eing used as a railroad depot uncovered to a loer level and&uilt over.

 The =all is noted for its si>e? it has a retail @oor area of 1!8"888 m 71.$1!m

ft9" its around 38 foot&all pitches. At the season of its opening it as

reported for to &e the second largest commercial focus in the , 7after =etro

#entre close Becastle9.

 The nearest 0ondon ,nderground stations are /ood 0ane" /hite

#ity" ChepherdDs ush and ChepherdDs ush =arket.

 The nearest rail station is ChepherdDs ush" served &y su&ur&an 0ondon ;ver

ground services and &y longer distance Couthern  services &eteen =ilton

eynes #entral and East #roydon.7.esteldstratfordcity.co.uk9

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Task 1

1.1 Explain the communication process that applies to

advertising and promotion

/esteld 0ondon is a mall. It generally tries to address the needs of 

customer &y giving &est products. There are some communication process

has &een undertaken for promoting their &rand. This is specied underneath?

Sending? /hen message is sent is called sending techni(ue and the person

ho propel the message is called sender. /esteld Ctratford #ityF send the

message to the clients a&out their products and along these lines" they are

considered to &e sender.

essaging? the message is theoretical to &e encoded on the the esta&lish

of sending to the concluding consumer. ;n a delineation" /esteld Ctratford

#ity encoded and spaces on their >inger of the organi>ation To give

signicant serenity to our client across over EuropeF the message thus the

client elcome that ho move the message. 7=att" 288:9

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Communication channels? /esteld Ctratford #ity endorsed generally a

couple communication channels to position the products in the customerGs

mind set competently" for example" H media" T" radio" notice" daily paper"

postal" direct mail or numerous di-erent ays.

!ecoding? It includes the verdicts of clients folloing to accepting message

and tries to discover that they perceive the certia&le meaning of message.

"eceiving? hen message is received is called receiving function and the

individual ho get the message is called recipient or receiver. The client are

called receiver.

#eed$ack ? *eed&ack is so far an additional foremost portion of 

communication process. *eed&ack ensures that rational in hich summits

/esteld Ctratford #ity is essential for customers and customers top their

 Judgments. *or enhancing the (uality of the product" customer *eed&ack is

huge. The /esteld Ctratford #ity utili>es diverse techni(ues to survey to

needs and feed&ack of client.

%oise? hen spirit doesnGt reporter ith &rand and associationGs message is

called noice in communication process.

1.& Explain the organisation o the advertising and promotions

industry

Advertising and promotional implies &usiness that serves di-erent &usiness

to do their promotional activities ade(uately. Today most rms like to

appoint the ork of advertising and promotion to promoting industry instead

of do it ithout anyone else. As the limited time exercises are much vital to

any rm" the organi>ations ought to pick advertising and promotional

astutely. The important factors to &e considered hile picking the right

advertising industry are?

'ood(ill)

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 The advertisement agency must have a suKcient measure of goodill.

;&scure or ne commercial ventures are not ideal. Cince it is preferred &e

protected over sad.

Creativity)

 The &usiness to &e picked must &e #reativity. Individuals like inventive

presentation. Co to pull in individuals the ad ought to &e innovative.

*no(ledge and expertness)

 The oKce must have satisfactory learning" great deal of experience and it

must have capacity to comprehend the customerDs issues.

"eturn)

Advertising may &e costly. Co it ought to &e estimated isely that if the rm

ac(uire than the venture or not. The return ought to &e greater that the

investment.

Technology)

 The agency ought to &e a&le to utili>e present day innovation and promote in

most recent and most familiar media like e&.

+ersonal preerence)

Come uni(ue consideration like si>e of industry" adapta&ility" media

understanding and di-erent things can &e considered.

1., -ssess ho( promotion is regulated

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 The , promoting industry recogni>ed the re(uirement for trust in

advertising hen it setup the advertising self)administrative frameork for

non)telecast pu&lici>ing in 1:$1. *rom that point forard" the ,Gs process of 

self)regulation has guaranteed promoting stays mindful? genuine advertising

holds clients returning. The eleventh version of the ritish #ode of 

Advertising and Cales +romotion came into poer on 4 =arch 2883. The

motivation &ehind the #ode of /esteld Ctratford #ity is to maintain" in the

&est and most adapta&le ay that could &e availa&le" the honesty of 

advertising communication in light of a legitimate concern for &oth the

shopper and the exchange. 7#lo L Monald " 288:9

Advertising in the , is controlled through a &lend of codes of practice andenactment. There are to Advertising codes H hich are made" checked and

overhauled &y to &oards of trustees. These are the #ommittee of 

Advertising +ractice 7#A+9 and the roadcast #ommittee of Advertising

+ractice 7#A+9.

 The #A+ #ode manages the non) &roadcast advertising" sales promotion and

direct marketing. The #A+ manages the standards for telecast promoting.

 These are upheld here vital &y the Advertising Ctandards Authority 7ACA9.

Cince 2 *e&ruary 2811" roadcasting regulations standards have &een

relaxed to permit product placement H ie paying to have product or service

included or alluded to H in chosen types of T telecasts. This incorporates?

*ilms

Ceries made for T or other audiovisual media services H eg video on

demand

Cports programmes

0ight entertainment shos

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oever" product placement isnGt alloed for certain types of goods" and itGs

&anned totally in all childrenGs" current a-airs " nes" consumer a-airs and

religious programming.

 1. Examine current trends in advertising and promotion/

including the impact o ICT

 To keep pace ith the changing taste and innovation" &usiness rms also

&eginning to change their perspective and style of promote. +resently there

is a greater num&er of accentuation on innovation as opposed to customs. Co

&usiness rms are attempting to gro ne strategies that are suita&le to the

present environment furthermore desira&le over the customers.

I#T 7Information and communication Technology9 is the present day method

for communication. #ommunication" promotional activities and

advertisements are completely depending upon innovation. To keep pace

ith time" get &y in aggressive markets and expand &enet and stock orth

&usiness rms are currently perpetually keen on utili>ing cutting edge

innovation as a part of communication process and advertising. As it issimple" less tedious" more expedient" imaginative and most familiar to

&oarder pu&lic" it has turned into the most utili>ed and famous techni(ue for

advertising and promotion. 7=att" 288:9

I#T orks ith e&" e)trade" email" and di-erent sites. At present items" ith

their points of interest are stored in these sites. Individuals can decision and

purchase from there. This is a simple and poerful approach to communicate

ith customers.

Another current trend in ad and promotion is increased re(uirement for

communication ith clients. Cince more items are &eing advertised" each

conveying distinctive messages" the client is left &efuddled amidst clashing

messages. Accordingly the clientGs trust in the items is diminished. There it

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ould re(uire great communication ith the client so as to help their trust in

an item and purchase it. As an aftere-ect of this pattern" /esteld Ctratford

#ity 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 di-erent items conse(uently making traverse impacts. 7eak&ane"

28139

Task &

&.1 Explain the role o advertising in an integrated

promotional strategy or a $usiness or product

Ctrategy  ent for &ringing together distinctive advertising routines" for

example" one)to)one marketing" direct marketing" and mass marketing.

Meciding on an marketing communications system of /esteld Ctratford #ity

is one of the vital role of the marketing manager and this function includes

some key choices a&out ho the consumer is" the ay to get in touch ith

them" and hat the message ought to &e. These (uestions can &e addressed

utili>ing a three stage process" hich is Just as applica&le for all componentsof the promoting &lend?

Segmentation

Cpliting the marketing into various groups

Targeting

#hoosing hich of these groups to communicate ith" and ho to deal them

+ositioning

o the &rand or product should &e seen &y the target groups

essaging

Melivering a particular message so as to in@uence the target groups

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1. Segmentation

Isolating potential consumer into di-erent group is fundamental if you need

to maximi>e the success rate of any communications message.

/esteld Ctratford #ity used market research techni(e include?

• Cales analysis and purchasing patterns

• Mesk research

• Nuestionnaires

• /e&site statistics" particularly online netorking

• *ace)to)face intervies

• *ocus groups

• Cpecialist statistical surveying organi>ations

/hen you have developed an exact image of your client" itGs an ideal

opportunity to stand out enough to &e noticed.

&. Targeting

/esteld Ctratford #ity determining hich of these groups to communicate

ith" and ho to dealthem.

Advertising of /esteld Ctratford #ity is Just only the element of the

marketing communication eapon " hich can &e categori>ed into the

folloing areas?

-dvertising 0 - ass edia -pproach To +romotion

• usiness catalogs

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• ;utdoor

• nespapers O =aga>ines

• cinema O T

• 'adio

• Besagent indos

Sales +romotion 0 +rice Communications

•

Miscounts

• #oupons

• 0oyalty incentives

• #ompetitions

+u$lic "elations 2tili3ing The +ress To Westfeld Stratord City

-dvantage

• +ress releases

• +' events

• +ress launches

+ersonal Selling 0 4ne To 4ne Communication With - +otential

5uyer

• Experiential marketing

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• Calesmen

• Exhi&itions

• Mealer

•  Trade shos

!irect arketing Taking The essage !irectly To The Consumer

• ulk mail

•

=ail order indexes

• Email

• +ersonalised letters

• +oint of sale displays

•

 Telemarketing

• +ackaging design

!igital arketing 0 %e( Channels -re Emerging Constantly

• /esteld Ctratford #ity e&sites

• Cocial media applications such as *ace&ook or Titter

• logging

• E)commerce

•  PouTu&e

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In general" evolution happens most (uickly hen rivalry for assets is strong.

 The same procedure is currently happening ith limited time media. All

conventional media channels are presently immersed" and rivalry for

customer consideration is extreme. In the meantime" the e-ect of any one

medium is getting to &e eakened. There are numerous more T and radio

channels" shopper can skip adverts and free data is currently considera&ly

more availa&le. Therefore" /esteld Ctratford #ity are turning out to &e

progressively inventive in their ay to deal ith interchanges and a large

group of ne media channels have risen. Therefore" media decision is

turning into a tricky task" hich is the reason point &y point division is so

imperative H itGs no utili>ation &eginning a Titter crusade if none.  (Clow &

Donald , 2009)

&.& Explain $randing and ho( it is used to strengthen a

$usiness or product

rand can &e signify &y a sign" image or ord and these explain a specic

organi>ation or product of the organi>ation. Each organi>ation speaks to itself 

from an one of a kind sign or image to separate itself from di-erent items or

organi>ations accessi&le in the commercial center. randing can &e

considered as the strategy utili>ed &y an association as a part of re(uest to

isolate its item o-ering from di-erent contenders present in the &usiness

sector 7Elliott" 28189. *or instance /esteld Ctratford company and its &rand

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sym&ol so as to separate themselves from the other product o-ering present

in the &usiness sector.

A fe of the key o&Jectives hich can &e achieved through &randing for

/esteld Ctratford #ity can &e given as under?

•  To motivate customers from psychological vie

•  To create connection ith customers from emotional aspects

•  To create faithful &ase of &uyers

•  To conrm the credi&ility of the item

A fe of the key targets for hich &randing is done in the organi>ational

connection incorporates to gro high &rand value" to create item aareness"

to get premium estimating and get upper hand in the commercial center. In

connection to the marking procedures utili>ed &y the

associations there are for the most part four sorts of 

&rand name techni(ues utili>ed &y /esteld Ctratford

#ity and these are individual names" cover family &rand name" isolate family

name and organi>ation &rand name com&ined ith individual &rand name

and so on 7=ick" 288$9.

Individual names are stand for the items hich are having their individual

identity ithout name of their organi>ation e.g. +ills&ury" 5reen monster and

 Poplait and so forth. #over family name is utili>ed for the items hich are

dispatched from the makerDs name e.g. #amp&ell soupDs all items are

propelled from the family cover name. In discrete family name an item sets

up its on family character alongside personality of its producer organi>ation

e.g. enmore and #raftsman and so on. ;rgani>ation &rand name alongside

individual &rand name procedure utili>ed &y the organi>ation exists &eteen

individual &rand name and cover family &rand name. *or instance" ellogDs

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each item has name of the organi>ation alongside its di-erent item name" for

example" Butri grain.

&., "evie( the creative aspects o advertising

#reativity or Innovativeness can &e taken as the fundamental angle for the

creativity and advertisements expresses the skill of advertisers to &uild up

uni(ue advertisement hich has a&ility to convince customer &ase of the

organi>ation like /esteld Ctratford #ity. The principle o&Jective &ehind

creativity ad is to accomplish high &uyer consideration and to make &rand

impressive among the shoppers. /ith a specic end goal to portray a

commercial from innovative point of vie sample of /esteld Ctratford #ityQsThe ,ltimate productsF can &e considered. This advertisement has for the

most part to measurements i.e. creative &rief and communication &rief.

#ommunication &rief for the present commercial ould incorporate

positioning" targeting and su&stance created in the Ad so as to induce or

remind purchasers. Targeting for the /esteld Ctratford #ity advertisement

incorporate &uyers in center to omen" youngster" children &rand loyal to

/esteld CtratfordGs products. +ositioning of the organi>ation is such toincorporate high range (uality products for all types of people. =essage

created &y the organi>ation is speaking to upgrade utility of range of 

products. #reative &rief of the promotion ould incorporate ad plan" ne era

and copy riting and so forth. /esteld Ctratford #ity plan its commercial in

a manner that trademark created &y the organi>ation sends a solid message

to their shoppers. 7enJamin and aker" 28129.

&. Examine (ays o (orking (ith advertising agencies

 The company under communication industry are called advertisement

agencies and their point is to help their customers to plan suita&le

communication message hich can &e conveyed their target customer

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segments. Advertising agency has the part to create and arrange commercial

&attle and T these advertisement crusades to related purchasers sections

through media types. =ethods for orking ith advertisement agencies can

&e in a fe structures" for example" full service agencies" media agencies"

creative agencies and A la carte. *ull service agencies are o-ering everything

that relates ith advertising and promoting products of the organi>ation.

7#lo L Monald " 288:9

*or instance" /#'C is one of the full service advertising agencies that o-er

its services to expansive num&er of customers" for example" /esteld

Ctratford #ity" The Cky" Cony and Transport of 0ondon and so forth. /ork for

/#'C incorporate ad for /esteld Ctratford #ity ith title ItGs only for(uality productsF and Tall taleF for sky &road&and. #reative agencies are

vieed as hot shops shaped &y couple of individuals from full service

agencies and these o-er particular administrations remem&ering shopper

prere(uisites. =edia agencies are o-ering services related ith media and

includes in arranging and &uy process for media. *or instance" #arat is an

autonomous and greatest media oKce in ,. In A la carte arrangement

distinctive ad organi>ations" media agencies and creative shops incorporate

to address specic issues of customers 7Cchult> and Cchult>" 2889.

Task ,

,.1 Explain primary techni6ues o $elo(theline promotion

and ho( they are used in an integrated promotional strategy

or a $usiness or product

elo the line promotional are the channels through hich /esteld

Ctratford #ity can easily interact ith its &uyer portion or channels at hich

organi>ation has direct control. The fundamental target of imparting through

&elo the line techni(ues ould &e to set up relationship ith the customer

&ase of organi>ation. elo the line methods used &y the company can &e

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authori>ed through three noteorthy deals promotion techni(ues hich are

trade promotions" customer promotions and sales force promotions.

 #ustomer promotion techni(ues contains &elo the line techni(ues includes

o-ering voucher" loyal points or o-ering gift o-ered to the &uyers of theorgani>ation in light of their relia&ility ith the organi>ation. Cales promotion

ould incorporate o-ering free things ith some main product sold &y the

/esteld Ctratford #ity" for example" pen" diaries and so forth. Cales force

promotion ould incorporate giving incentives or motivational plans for the

&usiness poers deployed &y the company 7Ademola" 28189. Cponsorship is

also a part of the &elo the line strategies and utili>ed &y the company to

create customer aareness. *or instance" /esteld Ctratford #ity sponsored, ;lympic group.

,.& Evaluate other techni6ues used in $elo(the line

promotion

;ther techni(ues hich are utili>ed in &elo)the)line promotions are?

5ifts ith purchase? customers get gifts ith particular things ithin this

plan. /esteld Ctratford #ity make utili>ation of this especially for the

childrens.

#oupons? #oupons can &e found in purchasing a fe things" or at times

coupons can &e found in online commitments. ;nline customers ill

dependa&ly &e anxious a&out gaining these coupons. (Beakbane, 2013)

0oyalty 5ifts? The standard customers can &e get special gifts or voucher in

this plan. This truly is the most e-ortless techni(ue to keep your standard

customers intrigued utili>ing the company.

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Task

.1 #ollo( an appropriate process or the ormulation o a

$udget or an integrated promotional strategy

udgeting for the company ould descri&e the income and expenditure of 

the company like /esteld Ctratford #ity. There can &e diverse systems for

improvement of &udget plan for the promotion of /esteld Ctratford #ityGs

item and administrations" for example" All e can &ear" competitive parity"

percentage of sales" o&Jective and Jo&" cost and computeri>ed modeling and

advantage and so on. Each of the planning system has their on goal and

received in the association ith a specic end goal to nish their key

o&Jectives.

*or the present undertaking of dening appropriate procedure for &udget

allocation toards integrated promotional strategy /esteld Ctratford #ity

has &een chosen. It has &een uncovered through authentic records that

/esteld Ctratford #ity follo sales percentage method so as to settle on the

&udget alloance for the advertisement and promotion of the organi>ationGs

goods75oldstein and 0ee" 28119.

/esteld Ctratford #ity has implement sales percentage strategy in order to

settle on the total &udget plan that is designated for the advancement of 

organi>ationGs item as organi>ation put R1!8 million on promotion in year

2884 here organi>ation accomplish high measure of o-ers in last period

hile spending plan dispensed in the folloing year i.e. 288! as Just R$8

million.

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 Total &udget of integrated promotional techni(ue allotted for /esteld

Ctratford #ity ould &e splitted into diverse media utili>ed &y the company

as a part of re(uest to market their items" for example" sponsorships" sho

media 7radio" T9" online channels 7social netorking" messages" online @ag

and so forth9" presentations" trade promotions" customer promotion and

other media sort planed &y the company. udget allocation for every media

sort ould &e done in vie of the nota&le execution of every media sort for

/esteld Ctratford #ity.

.& Carry out the development o a promotional plan or a

$usiness or product

+romotion is a system for spreading the o-ers of an item or administration

educating the customers" stakeholders and the other individuals. Each

&usiness association like /esteld Ctratford #ity needs to create promotional

plan to get &y in todayGs focused commercial center. y and large /esteldCtratford #ity follo some &asic steps that are given &eneath?

-dvertising)

Advertising is an all that much mainstream type of shocasing

communication &y hich clients can &e educated a&out the items or

administrations of /esteld Ctratford #ity ith the goal that they can pick

them over those of the contenders.

Sales +romotion?

Cales promotion identies ith @eeting motivating forces or exercises that

energi>e the &uy or o-er of an item or service.

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+u$lic "elations)

 The purposeful" sustained and planned e-ort to esta&lish and maintain

mutual comprehension &eteen a company and its pu&lics.

Social media)

 To advise the mess people a&out the item" /esteld Ctratford #ity may pick

mess media for advertising.

., +lan the integration o promotional techni6ues into the

promotional strategy or a $usiness or product

Advertisement is an integrated part of the companyDs techni(ues herein/esteld Ctratford #ity ould outline its o&Jectives for accomplishing ne

shoppers" going into diverse geographic areas" contending ith their rivals

and &uilding faithful purchaser &ase through use of promotional techni(ues.

Ad does not have the goal to make purchasers for the company hoever to

(uality &rand" make aareness for the organi>ationGs &rand and to give &asic

data in regards to advantage of the item to shoppers. A promotional plan

ought to &e such that it contains the di-erent tools for the shocasing of 

specic item so that 3$8 degree promotional techni(ue can &e deployed in

/esteld Ctratford #ity and various sources of advertisement can o-er the

company to get huge shopper some assistance ith &asing 7Macko" 2889.

#ost e-ective promotional techni(ue ould permit an association to create

higher customer engagement toards their items or administrations ith the

goal that shoppers are making ver&al exposure or advertisement should &e

possi&le through online netorking systems. oth of these procedures areconsidered as the minimal e-ort methods as &uyers simply must &e a piece

of the general organi>ational strategy and add to a chain of di-erent &uyers.

=essage conveyed &y the organi>ation ought to &e suKciently solid to dra

in high num&er of shoppers ith them and spread like viral in order to satisfy

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o&Jectives hich an association needs to achieve through a improvement of 

these promotions 7Adcock and al&org" 28819.

. 2se appropriate techni6ues or measuring campaign

e7ectiveness

 There are essentially to component utili>ed &y /esteld Ctratford #ity to

measure the e-ectiveness of campaign utili>ed &y the company and these

are direct sales result study and indirect sales result study for the

association. direct sales study method is conveyed &y investigating the

reality the deals and special strategies are having high level of positiveconnection among them. Mirect deals result investigation makes utili>ation of 

the to procedures hich are sales result test and trail region test. Cales

result test for the association ould make correlation &eteen the deals

previously" then after the fact making notice crusade &y the association.

7eak&ane" 28139

 Trail region test is done &efore propelling a crusade herein association

ould take to territories and in one of the range ad ould &e launched and

its &usiness information ould &e contrasted and other territory here

organi>ation has not dispatched the commercial 7Mon and Mev" 288!9.

Indirect sales analysis test incorporate to methods hich are

acknoledgment test and 5allup and 'o&inson revie test. 'ecognition test

ould &e nished ith the general population in order to dissect hat

num&er of them recogni>e the commercial appeared to them. In 5allup and

'o&inson test specic promotion sort" for example" maga>ine ould &eappeared to them in order to check revie from the &uyers.

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"eerences

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