Advertisement and Promotion

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 Table of Content
Introduction 3
Primary methods of below the line
promotion 4
Other methods used 6
Critical evaluation of M Marketing
8
Conclusion 9
References 10
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 Introduction
Advertising and promotion means bringing a
service to the notice of the probable as well as
the existing consumers. Advertising and
promotions are better carried out through
applying a effective plan for advertising and
promotions. The main aim of the strategy
depends on the entire aims and plans of the
firm. Advertising and promotion is very
important for the business to carry out their
sales effectively.
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 Primary methods of below-the-line
promotion and how they are utilised
Below the line promotion methods denotes to the short time promotion
method to raise an instant feedback from the consumers. It involves various
kinds of methods like cash or further rewards to the purchaser of the goods.
Here, interactions are direct. This marketing method also involves various
coupons, gifts with purchasing the goods. Certain methods of below-the-
line promotion and their uses in promotional strategy are as follows:
Direct marketing: Direct marketing means the marketing which permits
the firm to interact with the customers directly using methods like email,
text messages, online display ads, etc. Producing an attractive message, firm
may report their consumers regarding their new good and its promotion
(Forastieri, 2012, p.555).. The management of Westfield may use this method by
creating a professional message so that they consumer of Westfield cannot
ignore it.

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 (Contd.)
Packing: This is another method which management of Westfield may use as an
attractive packaging always attracts customers. Thus the Westfield must package
their product in such a way that their customers get attracted towards buying their
products. Packing helps the management of the firm to present their product in a
creative manner so that they may attract more and more customers.
Public Relation: Below-the-line promotion helps the firm to develop their
relationship with their customers. This promotion helps the firm to promote in such
a way that they can meet the needs of the customers and by satisfying the needs of
the customers they may able to build their relationship with their customers.
The management of Westfield may obtain the method of direct marketing to reach
their potential customers. They should produce such a message that their customers
cannot ignore it. Moreover, they should package their product in a creative way so
that more and more customers get attracted towards the shopping complex. In
addition to this, Westfield should obtain methods to build their relationship with
public by introducing new products at discount rate to the customers. These are the
strategies the management of Westfield may obtain in an incorporated promotional
approach to acquire their promotional aims.

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 Other methods used in below-the-line promotion

The other below-the-line promotion methods that can be used by the Westfield in future are:
Personal Selling: It means selling products personally through visiting door-to-door. It is the
most known form of below-the-line method. Westfield may use this method as it helps to
ascertain the needs of the customers directly through their facial expressions. The salesmen
can able to deal with the customers directly and can analyse their wants. It also has
disadvantages like increase in the costs of training as the salesmen have to deal with the
customers directly so the firms needs to effectively provide training to the executive so that
they may approach well to the customers (MURATA,2011, p.102).

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 (Contd.)

Corporate communication: It is a series of operations

engaged in organising and arranging entire internal and
external interactions aimed at forming favourable point
of view among shareholders on which the firm depends.
It is the messages conveyed through a firm, institute to
its audiences like staffs, media, etc. In future Westfield
may use this method as it improves entire efficiency of
the firm. Moreover, it provides simple interaction
system. But it also have some disadvantages like time
consuming method, inflexible method, etc

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 Critical evaluation of M Marketing

Mobile marketing is the marketing with a

mobile device. Mobile marketing may
facilitate consumers with time and location
sensitive, details which endorse products,
services and concept. Mobile marketing is
equipment of below-the-line which supports
the firms to reach their probable customers
with their own transportable infrastructure at
every place of contact.
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 Conclusion
To survive and become accomplish in the
competitive market advertising and
promotional operations is essential. It is
recognise by this assignment that it is up to the
Westfield to select adequate approach and
utilise them in adequate manner. However, the
consequence will have an impact not just on
the firm but also the persons associated with it

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 References
Forastieri, V. (2012). Children at
work. Geneva: International Labour
Office.
MURATA, T. (2011). CIVIL ENGINEERS'
ROLES IN PUBLIC WORKS. Journal of
Japan Society of Civil Engineers, Ser.
F5 (Professional Practices in Civil
Engineering), 67(1), pp.102-107.

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