Introduction
Communication is the process of interacting with various people. Without communication people cannot familiar about the products and services of an organisaiton. Marketing communication is a process through which organistion can share information to the prospective customers regarding their products and services (McCabe, 2010). The trends and nature of communication has changed over time. And, organisations are using different styles and means to promote their products and services. So, direct communication, digital communication, sales promotions etc. are used as important tools as marketing communication. Advertisement and promotion are the two core vital tools in marketing communication to pursue customers for buying expected products and services.
Task 1: Marketing communication scope and importance of advertisement and promotion
To,
Board of Directors
Westfield Shopping Complex
Subject: The scope of marketing communication process and importance of advertisement and promotion in Westfield Shopping Complex
Dear Sir,
To establish rapport with people, marketing communication is the most effective tool for our organisation. For effective communication, advertisement and promotional mix play the major role that can be used by Westfield Shopping Complex to develop good communication with customers.
This report explains the ways and importance of marketing communication along with the effect of ICT.
P1.1: Explanation of how marketing communication process can be applied on advertising and promotion
Marketing communication organizes promotional activities through one or more ways like direct mail, radio, print media, television, and personal communication..
Marketing communication mix
Marketing communication mix is the combination of marketing instrument that work together for marketer’s target as well as target market (Kokemuller, 2015). Marketing communication mix is used in advertisement and promotion of products and services.
Personal selling
Personal selling is a method using skills and techniques of one party for growing self connection with another party that resulting value of both parties. Westfield complex deliver services personalized to valued buyers.
Advertising
Advertising is the act of grabbing public attention to one’s product and services through impersonal media. Viewable views, convenience point, construction and operation all are acting as an advertisement of Westfield complex.
Public relation
Public relation is Communication providing messages or information to the public so that people will regret as a favourable way. Westfield complex should more concentrate acquiring public relation.
Direct marketing
Direct marketing allows straight communication to the customers. This is the most
advance mediums of marketing communication tools. Westfield complex uses physical query booth, telephone, e-mail marketing to get directly link with costumers.
Digital marketing
Digital marketing is the promotion activities of product and services via electronic media. Westfield complex involved digital marketing via social sides, web ad.
So, effective utilisation of marketing communication tools will increase the sales growth of products and services of an organisation.
Importance of marketing communication
Communication is the process of connecting with others. Without communication, a society cannot survive. Organisation produces products and services for selling these to the customers and in turn makes profit. Marketing communication teaches organisation’s how to use the most effective tools that attract most of the customers towards their products and services. Westfield shopping complex can determine the best effective marketing tools to communicate of their target audiences and increase their sales as well.
Wilbur Schramm’s model of communication
This communication model was developed by Wilbur Schramm in 1940. Through this model Wilbur demonstrates how information or message is transferred from one individual to another.
Sender: sender sends information or message to receiver. The sender is Westfield shopping complex because they send message to the people.
Media: Message is sent by using any media. TV, newspaper, internet are the media for Westfield promotional campaign.
Interpreter: Individual who analyses the message is known as interpreter.
Receiver: Person who receive the message. Customers are the receiver of Westfield shopping complex.
P1.2 Explanation of advertising and promotion industry in the Westfield shopping complex
Advertising and promotion industries consist of some spilt of groups which play roles to the development of advertising and promotion plan.
Advertisers
An advertiser is an agency or individual who make familiar advantages or qualities of a products or services (Percy, 2014). Westfield shopping complex has several numbers of advertisers.
Advertising and promotion agencies
It’s a service based operation to creating, planning and forming promotion for its clients by agencies. Introducing new promotional policy Westfield complex worked with adverting and promotional agencies.
External facilitators
External facilitators help a group of people in a business to reach an outcome or decision. Westfield shopping complex would get help through their guides and discovering solution.
Media organization
Communicate to the large number of people using one or more technologies medium such as print, radio, or television. Using media organization Westfield shopping complex can promote their product.
Target audience
Target audience based on particular group of people for whom all advertisement activities are accomplished (Noble, 2013). All people are not the customer of each and every product and service. Westfield shopping complex should identify their target audience for this advertisement and promotion campaign.
Therefore, every organisation like Westfield shopping complex should carefully select effective advertiser, media for better performance in promotional activities.
P1.3: Assessment of how promotion is regulated in UK
Statutory instrument
Promotion activities are legislated by Government of UK. Company must meet specific legal requirement of their promotion policy.
Regulatory bodies
Government of UK sets up some regulatory bodies to monitor, guide and control to operate promotion activities.
Self-regulations
Self regulation grows self adherence to legal, ethical or safety standards than others have (Lagace, 2007). Westfield shopping complex’s self regulation is not to deliver any wrong information to the customers.
P1.4: Explanation of current trends in advertising and promotion and the impact of ICT on the development of Westfield shopping complex.
At present business is moving on the basis of place, time, choice and trends. Continuously the trends are reforming. Company should concentrate their adverting and promotion activities on the basis of trends.
Trends
Trends in advertising and promotion mean the way in which advertisement and promotion works perused.
QR Codes
A QR code or a “quick response” code is a symbol works in an electronic devices (Lyne, 2009). Retrieving addition information QR Codes helps. Westfield shopping complex designed the entire products with QR Codes for serving quick information to their customer.
Internet
Internet allows to get connect with large number of people. It is used almost anywhere to be with others. It is the convenient way now for communicating with customers. Different applications such as online catalogues, email, Electronic Data Interchange (EDI), fax, shopping carts, and File Transfer Protocol, and Web services are being used. Westfield shopping complex is using it immensely with a view to getting engaged with customers.
Online Advertising
Informing Promotional marketing massages to the customer is one of the most effective ways of online advertising. Online ad via internet is cheaper medium rather than others also are the easiest way to notify to customer. Numerous numbers of websites are the source of online advertising. Westfield shopping complex always keep updated itself through online ad.
E-commerce
E-commerce is the place where customer can buy and sell their product over electronic
network. Westfield shopping complex easily pass their promotion activities information and Westfield also get fed back as well.
Impact of ICT
ICT stands for Information Communication Technology. It is a modern way of communication process. Various tools such as internet, social media, mobile messaging etc. are used to communicate with customers. Today, people at any corner are linked with mobile internet services. And, everyday people are suing their mobile data connection to get information within a short time. This ICT brings great advantages for Westfield shopping complex to get in touch with customers. Westfield shopping complex can get updates their websites and informs customers of their products, services and prices. Online advertisement can be used by Westfield shopping complex as a communication tool to attract more customers. Online selling system can helps Westfield shopping complex to increase their sales and customer also benefitted by purchase product before stock out. So, the impact of ICT for Westfield shopping complex is immense.
P2.1: Explanation of role of advertising in integrated promotion for Westfield shopping complex
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2.2: Explanation of how branding is used to strengthen the Westfield Shopping complex
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2.3: Creative aspects of advertising in the context of Westfield shopping Complex
Companies may live a die by creative communication. Creative advertising is effective and creative advertising strategy grows customer mind in memorable and unique way about the product (Seave, 2013).
Creativity in context of advertising
Creativity means development a new idea from traditional ideas, rules, patterns and relationships.
Structure of creative advertisement
ü Creative team
Creative team works in a advertising agencies that execute and fulfill advertising campaigns for the companies that hire the advertising agencies.
ü Creative design
Creative design means something new idea, design that attract customers.
ü Creative brief
Creative brief makes a customer to understand about the product. One can easily understand the meaning of the creative brief so that customer attract to the product.
ü Ad objectives
The objective of the ad or creative ad should be target customer oriented.
Execution style
Creative team are responsible to implement the advertisement by using effective media which helps the Westfield shopping complex can reach to the maximum number of customers.
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Conclusion
There has no doubt that without marketing communication organistion cannot prosper in business. The two important tools of marketing communication are advertisement and promotion those are creating a rapport between organistion and customers. Customers are the life line of an organisation. So, it is very important for an organisation to inform customers about their products and services. In this regards, the importance of advertisement and promotion techniques cannot be ignored. So, organisations should identify the best suitable techniques of advertisement and promotion for sustainable sales and profitability of business.
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