Report on Advertising and Promotion

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Advertising and Promotion
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Primary below the line techniques of
advertisement and its uses in the integrated
promotional strategy of business

• In order to generate quick response from the
  service users, below the line techniques can be
  used by the Westfield in its advertisement
  practices. Main aim of this approach is to reach
  the customers directly by providing them special
  offers, discounts, coupons and other types of
  incentives. It also includes the following
  techniques which are as follows
• Direct mail
• Door to door marketing
• Exterior location marketing

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Other techniques used in below the line
promotion

• Other techniques can be used the management of
  Westfield in their advertisement campaign are as
  follows
• Personal selling
• Coupon
• Sponsorship
• Promotional pricing

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Impact of 'M' marketing on below the line
promotion

• 'M' marketing is alos termed as mobile marketing
  which includes the use of smartphone applications
  for the purpose of advertisemnt and promotion.In
  mobile marketing, less time and fewer cost needed
  to aware existimg customers about product and
  service and attracting new customers. That's why
  the use of below the line promotion methods have
  been reducting with its effectiveness.

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Development of promoltional plan with
including situational analysis, three objectives
and review of target audience

• Situation analysis is focused on identifying the
  internal and external factors of business
  environment by adopting the different types of
  methods such as SWOT analysis, PESTLE analysis,
  porter five forces analysis and 5 cs analysis.
  With the help of these methods, Westfield can
  gain knowledge about the competitive rivalry in
  the market along with getting the information
  regarding current trends, issues and requirement
  of customers existing in market.

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Continued...

• Proper identification of strengths and weaknesses
  is very helpful for business entity to set its
  goals and objectives in an effective manner. In
  case of Westfield, there are following objectives
  of company for which promotional plan has been
  made-
• To enhance its sales of business by 20 at the
  end of 2015.
• To communicate with its existing customers in
  proper manner by adopting strategies of below the
  line promotion and 'M' marketing.
• To develop better relationship with customers and
  general public through providing the accurate
  information.

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Continued...

• In the shopping center of Westfield, there are a
  huge number of businesses has been working.
  Therefore, it is necessary to target all aged of
  male and female customers. Due to this, mobile
  marketing is the best option for the
  communication because it is used by most of all
  people. In addition to this, direct mail method
  is also an effective solution by which company
  can provide the whole information to customers in
  the brief.

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Integration of promotional techniques into
the promotional strategy

• In order to gain the attention of customers,
  Westfield needs to integrate the promotional
  techniques in its promotional strategies.
• Different promotional techniques are used by the
  organization to sell their products and services
  which becomes more effective when it is
  integrated with promotional plan and strategy.

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Continued...

• In order to fulfill its goals and objectives of
  promotional plan, management of company needs to
  involve itself with general community by
  understanding their needs and expectation through
  effective communication.
• Along with this, they needs to arrange conference
  and seminars programs for giving presentation to
  people about their services and activities.

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Appropraite process for formulating budget in
integrated promotional strategy

• Preparing budget for the integrated promotional
  strategy is very important for Westfield to
  conduct their advertisement practices in more
  effective manner. Budget includes a financial
  plan which helps business entity to complete its
  project or activity in the available financial
  resources. Availability of promotional budget is
  beneficial for management to carry out their
  promotional activities in a proper way.
• At the time of making their promotional budget,
  it is required for Westfield to follow a certain
  process. The steps included in this process are
  as follows
• Clear understanding regarding objective.

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Continued...

• Collecting the data and information (financial,
  human and technical).
• Determining the availability of future
  challenges.
• Implementing the budget
• Evaluating and controlling of budget.

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Effective techniques for analyzing the
effectiveness of campaign

• Campaign is the most essential portion of
  promotional strategy which has the aim of
  boosting the sales of business by attracting more
  customers. Campaign must be creative, effective
  and innovative in order to enhance the chances of
  success in this competitive world. Following ways
  to maintain the success of campaign for the long
  duration are which are as follows
• Comparing the previous year sales with the
  present sales.
• Evaluation the number of individuals which are
  shown the advertisement of company in regular and
  alternative basis.

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Continued...

• Conducting survey of people visiting the
  campaign.
• Counting of coupons which have been distributed
  and collected.
• Reviewing the responses of customers about the
  campaign.
• Analyzing the feedback.

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References

• Fortin, D. R. and Dholakia, R. R., 2005.
  Interactivity and vividness effects on social
  presence and involvement with a web-based
  advertisement. Journal of business research.
• Hackley, C., 2005. Advertising and promotion
  communicating brands. Sage.
• Hackley, C., 2010. Advertising and promotion an
  integrated marketing communications approach.
  Sage.
• Steenkamp, J. B. E. and et. al., 2005.
  Competitive reactions to advertising and
  promotion attacks. Marketing science.

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