"qwertyuiopasdfghjklzxcvbnmqwertyui opasdfghjklzxcvbnmqwertyuiopasdfgh jklzxcvbnmqwertyuiopasdfghjklzxcvb nmqwertyuiopasdfghjklzxcvbnmqwer ADVERTISING AND PROMOTION INBUSINESStyuiopasdfghjklzxcvbnmqwertyuiopas WEMBLEY PARKdfghjklzxcvbnmqwertyuiopasdfghjklzx cvbnmqwertyuiopasdfghjklzxcvbnmq wertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghj klzxcvbnmqwertyuiopasdfghjklzxcvbn mqwertyuiopasdfghjklzxcvbnmqwerty uiopasdfghjklzxcvbnmqwertyuiopasdf ghjklzxcvbnmqwertyuiopasdfghjklzxc vbnmqwertyuiopasdfghjklzxcvbnmrty uiopasdfghjklzxcvbnmqwertyuiopasdf ghjklzxcvbnmqwertyuiopasdfghjklzxc vbnmqwertyuiopasdfghjklzxcvbnmqwTable of ContentsTask 1 ............................................................................................................................................................ 31.1Communication Process ...................................................................................................................... 31.2 Explanation of the Organization and Industry .................................................................................... 41.3Regulation of Promotion ...................................................................................................................... 41.4 Current Trends in Advertising and its effect of ICT ............................................................................. 5Task 2 ............................................................................................................................................................ 52.1 Role of Advertising in an integrated Promotional Strategy ................................................................ 52.2 Impact of Branding on Business/Product ........................................................................................... 62.3 Advertising Strategies ......................................................................................................................... 62.4 Different Ways to Work with Advertising Agencies............................................................................ 7TASK 3 ........................................................................................................................................................... 83.1 Primary Techniques of the BTL ........................................................................................................... 83.2 Additional Techniques of BTL ............................................................................................................ 10Task 4 .......................................................................................................................................................... 11Process for the formulation of a budget for an integrated promotional strategy: ................................ 11Promotional plan for the business .......................................................................................................... 12Integration of promotional techniques into promotional strategy ........................................................ 13Techniques for measuring campaign effectiveness: ............................................................................... 14References .................................................................................................................................................. 15Task 11.1Communication ProcessCommunication is a very important part for any organization as it is considered as thebackbone of the smooth running of a business. In this assignment the focus is on theWembley Park located in the Central London which is a actually a lifestyle destinationproviding different types of facilities like the world class entertainment like the hotels,restaurants, cinemas where people of London came for enjoying a whole day out andanother attraction for the people will be the starting of the London Designer outlet wherethe customers enjoy shopping at a cheaper price and as this is a new attraction for theretail outlet so advertising and promotion is an essential part for creating value to thecustomers. There are various kinds of communication processes which are related to theadvertisement and the promotion of the business. In this case advertising andpromotion is a big factor for this business as advertising and promotion is one of themost useful techniques for the promotion of the business organization (Dunn, 1976).According to the case, for handling so many customers advertising strategy like givingthe opportunity to the advertising agencies that has the knowledge of how to promote abusiness. The second is that the advertisements about the Wembley Park, its facilitiesshould be given on the internet so that the customers can get to view about the retailoutlet, making the attractive websites so that the customers are attracted to the outlet.The advertisement given on the magazines and the newspapers which helps incommunicating with the owner of the outlet for two purposes like it provides anopportunity for the new people who are interested in working in Wembley Park as aresult the business can expand globally and it also creates an opportunity for thecustomers to come to the outlet more often. The use of the external billboards and theinvolvement of the social media help in the promotion of the business.1.2 Explanation of the Organization and IndustryThe organization of advertising and the promotion industry actually works in acentralized structure. In this assignment the retail organization mainly focus on theadvertising and promotion of the business by producing the advertisements anddistributing it through different channels of communication. The advertising agencieshave been hired with a certain amount of money by the advertisement manager so thatthe agencies can provide innovative advertisements for the Wembley Park. For thepromotion of the industry the role of social media is very important as it helps incommunicating with the customers. The promotional planner of the organization createsan environment for the social media such that it has an influence directly on thecustomers. The media make the promotional campaigns in the targeted areas wherethe customers are more attracted by highlighting the facilities given by the retail outlet tothe customers and giving the information about the facilities and the excellent qualityservices provided by Wembley Park. The other agencies like the sales promotionagencies who are involved in focusing on the overall sales of the products which ismore demand for the customers and the attractive discounts given to the particularproducts which have a great demand in the retail outlet may be the food products or thegarments. The business organization coordinates with the advertising and thepromotion industry so that the objectives of the business can be achieved. The mainbusiness objective is to generate sales and to create a brand image of the retail outletas a result the goodwill among the customers can be created. 1.3Regulation of PromotionThe promotion regulation is dependent on the risks associated with the promotion as ifthe promotion has the high factors of risk then promotional campaigns should bestopped immediately as it reflects the negative image of the retail outlet which is in thiscase is the negative image of Wembley Park (Dunn, 1976).The Wembley Park couldnot change the pricing policy as per the rules of the UK government as is an unethicalpractice as it damages the marketing rules. The organization should not promote their products in such a way that it should not hamper the brand image of the otherorganization. The organization should not give any unethical messages about theproducts to the customers for enhancing the sales revenue and other benefits of theorganization. 1.4 Current Trends in Advertising and its effect of ICTThe current trends in advertising are related with the development of communicationtechnology so that the expansion of the brand image can be extended globally.Globalization and the use of the wireless communication are the new trends inadvertising. Advertising has become more complex as the new trends are coming up tocompete with the other organization (Cullwick, 1975). Advertisers and the advertisingagencies need to come up with the new ideas so that they can easily communicate withthe customers and spread the brand image of the organization for the customers tocreate a customer base. The use of the internet and the services provided by theinternet service providers make the customers to get to communicate with them and itgenerates a higher amount of revenue for the organization. The other new trend in theapproach to advertising is the integrated marketing communication which defines thecommunication messages related to marketing as a result the brand has beenhighlighted in a far better way. The impact of ICT on the advertising and the promotion industry has a global exposureto the Wembley Park. It should enhance the brand image of the organization as a resultthe sales revenue of the organization should be increased, the customer loyalty andvalue can be created and it becomes very easy to communicate with the customers. Task 22.1 Role of Advertising in an integrated Promotional StrategyAdvertising is basically an essential part of integrated promotional strategy. Advertisingcan be used as a communication tool for spreading information and for the promotion ofthe brand which have a direct impact on the reputation and it creates an opportunity for any business organization to expand the business (Cullwick, 1975). It is also used as amass media promotion as a result advertising of the business is actually a promotionalstrategy implemented for the organization. The selection of the proper media forcommunicating with the customers is a vital factor in strategic implementation.Advertising also play a major role in building customer relationships so that the brandimage of the organization can be enhanced. It also helps the organization to attractmore customers. The use of emails also helps in maintaining good relationship with thecustomers as a result the customer loyalty can be achieved. 2.2 Impact of Branding on Business/ProductBranding is the most essential element of marketing as it binds the customers with theorganization for achieving the long term goals of the organization. Branding is the actualelement which is required for enhancing the quality of a product or it enhances thebrand image of the organization (Mullin, 2006). Branding is important to compete withthe other organization as it is regarded as the mainstay. Branding can have differentshapes, for branding the organization can use anything be it a logo, a image, a symbolor a statement which helps in attracting more customers as a result the brand value ofthe products can be improved and the brand image can be enhanced for the benefit ofthe business. Branding also helps in the differentiation of a product in the businesswhich gives an idea about what are the products which are accepted by the customersand which is profitable for the organization. Branding strengthens the customerrelationship and the customer loyalty can be created. It helps to compete with the otherorganization by producing different version of the products as a result the customersatisfaction can be achieved. 2.3 Advertising Strategies Advertising is a very important tool of marketing as the entire scenario of the business isdependent on the formulation of the advertising strategies so that the organizationshould be successful locally as well as internationally (Mullin, 2006). Advertisement in this recent world is dependent on the development and the production of creativeadvertisements so that it has a social message and for creating brand image/value forthe business/product. It involves innovative advertisements which motivate thecustomers to buy the product or to come to Wembley Park for getting their servicesoffered to them. Advertising strategies includes the development of the product orexcellent quality service according to the needs of the customers. The organizationshould provide attractive discounts offers to attract more customers to buy the productsor to get the service. The product should get value for the customers. The organizationshould mire focus on the development of brand image and the encapsulation of theadvertising campaigns for the promotion of the brand is another advertising strategy.These strategies are implemented so that it creates a positive impact on the customersof Wembley Park. 2.4 Different Ways to Work with Advertising AgenciesThe different ways to work with the advertising agencies has been discussed below? There is a development of the partnership of the agency with the owner whichis important and highlighted in this case of Wembley Park.? The hiring of the skilled employees and transfer them to the advertisingagencies for better benefit. ? The hiring of the employees so that the advertising can be done in a properway.? The involvement of the media which is also very important in this case for thepromotion of the organization. TASK 33.1 Primary Techniques of the BTL Wembley Park is one of the most reputated growing retail sectors that also provides theprospect for the visitors to meet in a common place of a urban parkland, and enjoy thefood as well as shopping (Mullin, 2006). As the world is gradually ameliorating thepreferences of the customer are changing at a rapid process of time for the reason ofwhich the company is practicing the use of Below the Line (BTL) advertising along withAbove The Line (ATL) advertising. According to the outlook of Wembley the ATL type ofpromotions are often a customary and a very conventional type of advertising by thevirtue of which the company is all set to use the system of BTL in the promotionalsector. The BTL promotions enable the company to reach its consumers directly whichpave the path of direct communication process. The company distributes theirpamphlets as well as the handbills with the detailed criteria of the company are severalparts of the markets and the society which enables it to spread more and more rapidly.The personal stickers and the promotional brochures of the company are also kept in onroad promotional tours of the company where they also use the banners and theplacards in order to earn the view of the consumers. This BTL promotion of thecompany also enables the company to display their product demos that they are goingto offer the consumers in several busy places like the malls etc. the company also getsengaged with the consumers by mailing them directly and make them are of the brandalong with the features of the product.The primary overview of the company is to encourage the sales promotions to makeproper public promotions and earn the loyalty of the customers and get more and moresponsors by the practice of the direct marketing. BTL has got a great impact in theintegrated promotional strategy of the business of the company as it enables thecompany as:Budget formulation: Wembley park is a big retail outlet, it has got a bigpercentages of sales that takes place every day, per unit products sold daily,monthly or annually, along with the auditors of the company are deeply engagedon the analysis the cost benefits of the company. This promotional technique ofthe company enables it to maintain an effective budget plan, by the virtue ofwhich the auditors can sketch the economic condition of the company along withthat they can follow the guidelines of the budget allocations and get an overviewof the cots that are invested in media. This technique also helps the managementof the company to compare small and the big budget campaigns and generate anew plan that help the company like Wembley to spread its markets. Generating an effective promotional plan: This promotional techniqueenables the company to perform several performances during the time ofstrategy making process. The technique helps the company to analyze itscondition in the market presently, to set its objectives, to identify its targetaudiences, its creative strategy, its tactics in the selection of the media by thepractice of several planning tools like AIDA, DAGMAR, SOSTAC etc. this type ofplanning help the company Wembley to establish its hold over the market as wellas achieve its goals.Integration in promotional tactics of the company: This techniquehelps the company to identify its benefits, the methods of the company in termsof its production to generate new push and pull strategies, to analyze the interand intra media decisions. The technique also helps the company to identify theeffective path of overcoming the barriers.Measuring the effectiveness of the practiced campaigns: BTLtechnique being the direct form of marketing enables the company like Wembleyto compare its objectives with the other that are existing in the market. Thetechnique also gathers the responses of the consumers on the company duringthe time of the survey and looks after the repeat purchases. The practice of this technique enables Wembley to earn the required customer loyalty and to maketheir business cost effective and to perform all the qualitative and quantitativemeasures.3.2 Additional Techniques of BTL The functions and the uses of the corporate communications-Communications are the integral part of the marketing business (Mullin, 2006).The communications that takes place during the time of the promotions enablesthe company to share its ideas with the consumers in the market. This sharingprocess enables the company like Wembley to attract its consumers by processof communications, it may be in a verbal process or it can be digital.The image and the identity of the company- The image of thecompany in the most important thing by the help of which a company grows. Thedetailed structure of the company and its overviews over the products it isoffering and the outlook of the company over its consumers and the globalmarkets acts as the identification of the company. This has a great impact overthe companies’ growth in the international market.Effective exhibitions- The practice of several exhibitions on a busy placeenables the company to share its ideas towards its consumers and in a smallperiod of time the company gets viable in the mind of the people and theproducts the company is offering. Word of mouth- The promises given by the company to its consumers on anyproducts should be fulfilled in order to maintain a transparency in the business. Personal selling technique related to the company- The sellingtechnique of every individual is different and it is one this technique the growth ofthe company actually depends. The effective use of the multi-media for the benefits of thecompany: The Company should choose the multi-media effectively during thetime of the strategy management system of the company as it is the mainmedium by the virtue of which the overviews as well as the products of thecompany gets displayed in front of the customers.Task 44.1 Process for the formulation of a budget for an integrated promotionalstrategy:Budget is basically an estimation of the overall revenue and the expenses of anorganization over a certain period of time. For the integrated promotional strategy ofWembley Park the incorporation of the following type of budgets will be considered:? Master Budget: A master budget can be considered a projection of the overallbusiness that is conducted over the fiscal year or the period of the budget. Themaster budget is a comprehensive summarizing of the financial activity, incomestatement and the balance sheet (Jones, 2001).The interrelated budgets ofdifferent departments are also included in the master budget. These budgets arebasically the subsets that are used by the managers to set some performancegoals and objectives. ? Operational Budget: An operational budget covers the various expenses and therevenues based on the business of the company on a day to day basis. Theoverall revenues give a projection of the organization’s products sales andservices. Expenses define the overall costs which are related to production ofcertain goods and services provided.? Financial Budget: A financial budget mainly highlights the spending and receivingof money which includes the corporate sales, total revenue generated and the overall capital expenditure. Financial budgets are used by the executivemanagers in leveraging the finance and overall value of the organization forvarious mergers and public stock offerings.? Sales Budget: A sales budget contains the important details of the overall salesof the organization and the sales expectation within the period of budget which isalso known as the fiscal year.4.2 Promotional plan for the business Promotional plan is considered to be an important aspect for an organization to run asuccessful business (Jones, 2001). The promotional plan of the Wembley Park shouldfocus towards the products and services provided, the overall market condition, theongoing financial situation and last but not the least the marketing or the sales tactics.Wembley Park should consider the following steps in developing an efficientpromotional plan:? The organization should analysis its strengths and weakness by carrying out adetailed internal as well as external analysis and considers the growing marketopportunities.? It is necessary for Wembley Park to analyze the products and services providedfrom the customer’s point of view and find out what is beneficial for thecustomers.? Most importantly Wembley Park needs to set some goals which are mentionedas follows:? Increasing of sales volume within the existing customers.? Increasing of sales volume by generation of newcustomers. ? Enlargement and enhancement of the organization’s name,image and reputation.? Introduction of new products or services.? The above mentioned goals can be executed by an effective strategy planning.The strategy should include the following:? Making personal sales calls to the customers.? Making promotions through printing advertisements innewspapers, magazines and trading journals.? Participation in trade exhibitions.? Conduction of an efficient strategy of public relations.? Offering discounts for large volume of customers.? The organization should gather detailed information on its competitors’ strengthsand weaknesses which in turn will help Wembley Park to take necessary steps inimproving its market standings.4.3 Integration of promotional techniques into promotional strategy Wembley Park is required to implement the promotional plan keeping in mind thebudget expenses, and then analyze the success of the goals and objectives set forsmooth running and expansion of the business (Elvy, 1991). The organization needs tomake the most of the value information it has gathered from the detail analysis of thecustomers and the market. Proper sales tactics must be implemented by theorganization in achieving its goals.Wembley Park may follow the following promotional and sales tactics:? Notifying the existing as well as the new customers about the organization’sproducts and services through sales phone calls or via sending of mails.? Printing advertisements in newspapers and various commercial magazines forpromoting awareness among the customer base. ? Creating a new or changing the existing logo or the organization brochure to gainthe attention of new as well as the existing customers.? Offering on discounts on various products which will in turn attract morecustomers.4.4 Techniques for measuring campaign effectiveness:Wembley Park can monitor the effectiveness of the campaign by conducting surveysregarding the consumers’ reaction towards the new approaches of the organization. Thereactions of the consumer are the key to the success of the undertaken promotionalplan(Carson,2009).The survey will not only help the organization to increase itscustomer base but will also help the organization to make a risk analysis of theundertaken promotional plan. The organization will come to know about the success orfailure of the promotional plan through the conducted survey. 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