Advertising And Promotion - Assignment 5n6v6r

School of Science & Technology

Qualification

Unit number and title

BTEC Level 5 HND Diploma Business

UNIT 18: Advertising and Promotion in Business -Level 4

Student name and ID number

Assessor name

Date issued

Completion date

Submitted on

18thSeptember 2015 Internal Verifier Assignment title

Westfield-Stratford City  An electronic copy of your assessment must be fully ed by the deadline date and time.  You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document.  The last version you will be the one that is marked. Your paper will be marked if you have indicated this as your final submission.  Review the mitigating circumstances policy for information relating to extensions.  The file size must not exceed 20MB.  Answer the criteria in order, clearly indicating the criteria number.  Ensure that all work has been proof-read and checked prior to submission.  Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified.  Use the Harvard referencing system; otherwise it will be considered as plagiarised work.  Ensure that you back-up your work regularly and apply version control to your documents.  Ensure that any file you is virus-free, not corrupted and

Instructions

Learner Declaration

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature: Date:

Assignment Front Cover

Level 4 HND Diploma BusinessUNIT 18: Advertising and Promotion - LSST - Autumn Term 20151

School of Science & Technology Introduction and guidance

This unit introduces learners to the wide scope of marketing communications and how the communications process operates. It includes a study of current trends and the impact that ICT has had on marketing communications. Learners will explore the marketing communications industry and how it operates. The learners will also develop some knowledge of how the industry is regulated to protect consumers. Scenario

Westfield Stratford City: Westfield Stratford City is a metropolitan capital for East London, a city within a city, an innovative and dynamic place for a new generation of consumer to shop, to eat, to meet, to be entertained and to stay. At the gateway to the Olympic Park, with spectacular views over London, Westfield Stratford City opens up a whole new vantage point to the public, a new way to see and experience the City. Celebrating the ion and dynamism of East London, Westfield Stratford City embraces its unique East End roots. Working with local artists they have commissioned an array of work which has been built into the fabric of the centre. (http://uk.westfield.com/stratfordcity/community) Environment: As one of the world's largest retail property groups, Westfield recognises that its properties, through their design, construction and operation, can result in environmental impacts. They are, therefore, committed to operating the business more efficiently, using energy wisely, producing less waste, and building and redeveloping shopping centres that make the most of technology and new design techniques to minimise their impact on the environment. At Westfield Stratford City, they are working hard to deliver on this commitment by continuously improving the way they operate the shopping centre day-to-day. In July 2013, they were awarded ISO14001 accreditation for their environmental management system in recognition of this. The environmental focus areas include the following: • Waste • Energy • Water • Biodiversity (http://uk.westfield.com/stratfordcity/community/environment/) The tasks and questions below need to be addressed fully for you to achieve a in this paper. In addition, you will need to address the merit and distinctions within your answers to achieve a merit and a distinction. Read the scenarios thoroughly. Three years after the Olympic games, Central Management Boards observation is that, PLEASE CHECK THAT YOUR ANSWERS MEET THE CRITERIA COMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONG Level 4 HND Diploma Business 18:LEAVE AdvertisingTHINGS and Promotion - LSST - Autumn Term 20152 DOUNIT NOT TO THE LAST MINUTE

School of Science & Technology Tasks

You are the newly appointed a Trainee Advertising and Promotion Manager and have been asked by the board to carry out two initial tasks

Task One - Write a report to explain the process of communication, regulations, trends, the impact of ICT, branding and the role of integrated strategy in Advertising and Promotion.

Task Two - Prepare a Plan and PowerPoint Presentation for the Senior Management Team, business owners in Westfield and other internal stakeholders, explaining the primary techniques associated with below-the-line methods and prepare a promotional plan for the shopping complex. Include a power point presentation of planned activities (schedule of activities) and resources needed for the

Level 4 HND Diploma BusinessUNIT 18: Advertising and Promotion - LSST - Autumn Term 20153

School of Science & Technology Task 1 Writing aReport LO1 Understand the scope of marketing communications LO2 Understand the role and importance of advertising As the newly appointed Trainee Advertising and Promotions Manager,you have been asked by the board to write a report to explain the process of communication, regulations, trends, the impact of ICT, branding and the role of an integrated strategy in Advertising and Promotion. The following must be included in your report; 1.1 In your report to the management of Westfield Complex, explain the communication process that applies to advertising and promotion. 1.2 Within the background section of your report, provide a brief explanation of the organisation in the advertising and promotions industry to the Westfield Complex management. 1.3 Assess how promotion is regulated in the UK. 1.4 Examine some current trends in advertising and promotions, including the impact of ICT. Relate this to the Westfield Complex. 2.1 Provide an explanation of the role that advertising could play in an integrated promotional strategy for the Westfield Complex. 2. 2 Include an explanation ofhow branding could be used to strengthen a business such as the Westfield Complex. Include a definition of branding in this section of your report. 2.3 Identify and review of the creative aspects of advertising in the context of Westfield Complex. 2.4 In your conclusion, examine and briefly explain the various ways of working with advertising agencies. Include at least three ways in your answer. Merits and Distinction M1 Provide a judgement on the value of using an in-house advertising and promotions team. Compare this to outsourcing advertising and promotional work to an external agency. M3 You will need to use a professional report format, with clear headings, sub-headings and articulation.

Level 4 HND Diploma BusinessUNIT 18: Advertising and Promotion - LSST - Autumn Term 20154

School of Science & Technology Task 2: Prepare a Plan and PowerPoint Presentation for Senior Management Team LO3 : Understand below-the- line techniques and how they are used LO4 : Be able to plan integrated promotional strategies As thenewly appointed Trainee Advertising and Promotions Manager, you have been asked to create a presentation aimed at theboard and other internal stakeholders. In this presentation, discuss and explain below the line techniques and state how these techniques can be used for Westfield. Alongside this, you have also been asked to show how you hope to accommodate for an integrated promotional campaign for the complex. Create a promotional plan to do this. In a PowerPoint aimed at theboard and other internal stakeholders, discuss and explain below the line techniques and how these techniques can be use for Westfield. 3.1 Create a PowerPoint presentation (including speaker's notes) aimed at the internal audience mentioned above. Explain and identifyprimary below-the-line techniques. Explain how these techniques could be used within an integrated promotional strategy for Westfield. Use the appropriate language and formatting for the audiencementioned above with speaker notes. 3.2Evaluate other techniques used in below-the- line promotion. In your PowerPoint, critically evaluate the use of “M” Marketing and its impact on below the line promotion in the future. Create a Promotional Plan Having explained below-the-line promotion, show management how it can be used alongside above-the-line techniques to increase footfall at Westfield. Create a Promotional Plan to be distributed at a forthcoming Annual General Meeting. The following must be included in your Promotional Plan 4.2In the promotional plan, discuss how you intend to carry out the development of the above promotional plan for the Westfield Complex, include a brief situational analysis, three objectives and include a review of the target audiences for the campaign. 4.3 In your document, plan the integration of promotional techniques into a promotional strategy for Westfield. Outline your strategy using the SMART objectives outlined in 4.2 and align these objectives with promotional activity. 4.1Include a budget to be used for the campaign. Follow an appropriate process for the formulation of a budget for an integrated promotional strategy 4.4Use an appropriate technique that will indicate and measure the effectiveness of

Level 4 HND Diploma BusinessUNIT 18: Advertising and Promotion - LSST - Autumn Term 20155

School of Science & Technology Merits and Distinctions M2 Design a PowerPoint presentation aimed at the internal audience mentioned in scenario two above. Include an explanation and identification of the primary below-the-line techniques. Explain how they could be used in an integrated promotional strategy for Westfield. Use the appropriate language and formatting for the audience and speaker notes D2 Propose a time frame and demonstrate that yourpromotional plan could be achieved within the timeframe you propose. You are required to list the activities and draw the corresponding Gantt Chart, detailing these activities and deadlines. D1 In your PowerPoint, critically evaluate the use of “M” Marketing and its impact on below the line promotion in the future.

Level 4 HND Diploma BusinessUNIT 18: Advertising and Promotion - LSST - Autumn Term 20156

School of Science & Technology Merits and Distinctions M1

Identify and apply strategies to find appropriate solutions

Effective judgements have been made

M2

Select/design and apply appropriate methods/techniqu es

A range of methods and techniques have been applied

M3

Present and communicate appropriate findings Use critical reflection to evaluate own work and justify valid conclusions Take responsibility for managing and organising activities

The appropriate structure and approach has been used Conclusions have been arrived at through synthesis of ideas and have been justified

D1

D2

D3

Demonstrate convergent/late ral/ creative thinking

Substantial activities, projects or investigations have been planned, managed and organised Ideas have been generated and decisions taken

Provide a judgement on the value of using an in-house advertising and promotions team. Compare this to outsourcing advertising and promotional work to an external agency. In the PowerPoint, that you have designed aimed at the internal audience mentioned in scenario two, include an explanation and identification of the primary belowthe-line techniques. Explain how they could be used in an integrated promotional strategy for Westfield. Use the appropriate language and apply the appropriate formatting for slide presentations (i.e four to 6 bullet points slide speaker You will needper to use a and professional report format, with clear headings, sub-headings and articulation. In your PowerPoint, critically evaluate the use of “M” Marketing and its impact on below the line promotion in the future.

Propose a time frame and demonstrate that your promotional plan could be achieved within the timeframe you propose. You are required to list the activities and draw the corresponding Gantt Chart, detailing these activities and deadlines. Create and design a one page flyer to be distributed outside the shopping complex in Stratford. Decide how you will design your flyer to attract customers into the complex. Select four retail outlets to be promoted in the flyer. A screen shot of the flyer should be pasted or included at the end of the report to give the management team in idea of how you intend to increase

Level 4 HND Diploma BusinessUNIT 18: Advertising and Promotion - LSST - Autumn Term 20157

School of Science & Technology UNIT 18: Advertising and Promotion Learning outcomes On successfulcompletion of this unitall learners will LO1 1.1 explain the communication process Understand the scope of that applies to advertising and marketing communications promotion

LO2 Understand the role and importance of advertising

1.2 explain the organisation of the advertising and promotions industry 1.3 assess how promotion is regulated 1.4 examine current trends in advertising promotion, the impact 2.1 and explain the role including of advertising in an of integrated promotional strategy for a business or product 2.2 explain branding and how it is used to strengthen a business or product 2.3 review the creative aspects of advertising

LO3 Understand below-the- line techniques and how they are used LO4 Be able to plan integrated promotional strategies

2.4 examine ways of working with advertisingprimary agencies 3.1explain techniques of below-the-line promotion and howthey are used in an integrated promotional strategy for a business orproduct 3.2 evaluate other techniques used in belowlinean promotion 4.1 thefollow appropriate process for the formulation of a budget for an integrated promotional strategy 4.2 carryout the development of a promotional plan for a business or product 4.3 plan the integration of promotional techniques into the promotionalstrategy for a business or product 4.4 use appropriate techniques for

Level 4 HND Diploma BusinessUNIT 18: Advertising and Promotion - LSST - Autumn Term 20158

School of Science & Technology UNIT 18: Advertising and Promotion References: BPP(2014),Marketing & Sales Strategy.2nd edition, BPP Multimedia

http://uk.westfield.com/stratfordcity/home http://uk.westfield.com/stratfordcity/community http://uk.westfield.com/stratfordcity/community/environment/

Supplementary Reading Recommended Text books:Kotler, P. and Armstrong, G. (2014), “Marketing Principles”. 15thedition. Harlow, Pearson. ISBN-10: 0273786997 • ISBN-13: 9780273786993 Fill, C., Hughes, G. and sco, S. D. (2013), “Advertising: Strategy, Creativity and Media”. 1st ed. Harlow, Pearson. ISBN-10: 0273760890 • ISBN-13: 9780273760894

Online Reading List www.adforumwww.adweek.comwww.thedrum.comwww.dma.org.ukwww.marketingweek.co.u kwww.advertisingweek.comhttp://screenmediadaily.comwww.brandrepublic.comhttp://adage. com

All lecture notes can be found on LSST Connect.

Level 4 HND Diploma BusinessUNIT 18: Advertising and Promotion - LSST - Autumn Term 20159