Essays on Advertising and Integrated Brand Promotion Case Study

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The paper "Advertising and Integrated Brand Promotion" is a perfect example of a Marketing Case Study. The study has evaluated marketing communication data as provided in the matrix using relevant theory on marketing and e-commerce. From this data, areas to be addressed have been identified which will be critical in enabling Home Backpackers Hotel to meet its objectives. 1.2 Purpose Based on the studies and analysis carried out by our professionals, our firm will accurately identify your marketing communication needs and link them with the most appropriate strategies in the market.

Recommendations will also be made to customize the approach in a marketing communication to match with the current organizational resources. 1.3 Format The report is organized into three main parts. The first part summarizes the results of the analysis of your website. The second part presents the goals, objectives, and strategies used in marketing communication in the industry. The third part will make the necessary recommendations to your firm on the best approach to the marketing communication issue. 2.0 Marketing response A number of areas on your website have been short-listed for improvement. These are the visual appeal, ease of use, availability of weblinks, subscription for membership, credit card security, company logo, general layout, color schemes, feedback abilities, and search engine optimization.

These were the most relevant website issues that need to be addressed out of their poor score. Each relevant website issue was identified and scores awarded from the highest of five to the lowest zero. The issues that scored two or less were marked and listed as above. These issues that scored poorly also formed the basis for shaping communication objectives and strategies. 2.1 Goals and objectives   BASE YEAR Objectives Goal Measure 2011 2012 2013 2014 Promote brand identity and recall Increase brand recognition and loyalty 5% 10% 12.5% 15% Increase web traffic Grow number of web visitors per day 1000 2500 3500 4500 Increase web usability Increase the score on matrix 4 6 8 9 Promote customer loyalty Increase number of returning customers 5% 10% 15% 20% Customer Relationships marketing Increase number of customers responding to companies messages 10% 20% 30% 40% Integrated communication Improve consistency in online and offline messages 20% 25% 30% 35% Social media marketing Number of social media links 1 2 3 5 Customer brand ownership Number of web visitors sharing the site 50 200 300 500             Priority Goal Strategies 1 Increase brand exposure and recognition Creation of a better more visible company logo Issuing free branded t-shirts to customers Advertisements in local and foreign magazines Placement of large billboards around the Central station Advertising on popular websites Popularise logo Offer free merchandise 2     3 Indicate payment modes Broaden payment methods Show acceptable payment modes on the homepage Currency conversion services 4 Increase online customer interactions Increase additional information about the Hostel on the website Create Facebook and Twitter accounts Include web links to Twitter and Facebook that allow sharing Create a blog where customers can discuss service and other issues Develop smartphone application for Home Suggestion/advice section 4 Online personal selling   5 Competitions and sales promotion   6 Direct marketing Call customers on Telephone Emails customers Contact customer through a social media platform 7 Customer relations marketing VIP club Online surveys Newsletter subscriptions and RSS feeds Home Alumni club 2.1.1 Increase brand exposure and recognition Marketers base their product and services on the perceived needs of the consumer, brand a good in a name appealing to a consumer, plan and execute advertising that is appealing to the consumer, price good and services at a convenient prices to the consumer and make products that are more appealing to the consumer than those of the competitor.

All these assumptions on what will impress the consumer are based on consumer behavior. Blythe (2008) states that the key concept of marketing is the centrality and that what consumers think about when they see the brand influences purchasing behavior.

Therefore, Home Backpackers must strive to maintain its unique brands and increase brand awareness targeting the brand’ s association with all the needs of backpackers. Development of company logo The strategies to achieve this would be the development of a good company logo to accompany the firm’ s brand name. Currently, Home Backpackers has no permanent logo. Although the firm uses several designs on its name, the company has not created word. The power of brand logos is best illustrated by the Nikes swoosh/tick. This image has been identified as one of the most recognizable images in the world which has enabled the company to fight competition and imitation the industry.

A logo is advantageous in the sense that it catches the eye more easily and is easy to recall. On part of the marketer, the logo enables the marketer to put into practice creativity.

References

Books

Blythe, J (2008). Consumer behavior, (Sydney: Cengage Learning)

O’Guinn, T., C. Allen & Semenik, R. 2011. Advertising and integrated brand promotion. Cengage Learning

Shah, K. 2009. Advertisement and Promotions: An Imc Perspective. Sydney: Tata McGraw Hill education

Clow, E. & Baack, D. 2007. Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education.

O’Guinn, T.C., Allen, C.T., &Semenik, R.J. (2011). PROMO.Mason, OH: Cengage

Rossiter, J. R.,& Bellman, S. (2005). Marketing communications. Frenchs Forest, Australia: Pearson Education

Journals

Duan, Wenjing, Bin Gu, and Andrew B. Whinston (2008), "The Dynamics of Online Word-of-Mouth and Product Sales-An Empirical Investigation of the Movie Industry," Journal of Retailing, 84 (2), 233-242.

Godes, David and Dina Mayzlin (2004), "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, 23 (4), 545-560.

Internet

Introduction to Marketing Communication, accessed 23 August 2012,

Sanchez, J. customer relationship marketing; Building customer relationships for enduring profits in a wired economy.

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