Report on Advertising and Promotion

Advertising and Promotion

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

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

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

Report on Advertising and Promotion