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The critical analysis of case study: the effectiveness of the award winning campaign - "Travelocity" brand
Pages 12 (3012 words)
The effectiveness of the award winning campaign - "Travelocity" brand Contents Introduction 3 Background 4 Issues Identified 5 Brand Salience 5 Share of Voice 6 Differentiation 6 Business Strategies 7 Audience analysis 7 Brand positioning 8 Media 9 Results 9 Conclusion 10 Reference list 12 Introduction Marketing communication is a vital part of any business or non-business organization and has been continuously playing a significant role in overall business of firm.
In fact, many critiques have argued that marketing communication is an essential function connecting the consumers with the company, influencing stakeholder’s activities such as information processing and overall building of the brand (Blythe, 2006). The need of marketing communication arises as a result of various changes in markets, consumers as well as corporations. Market side As a result of globalization there is continuous change in the market place and increase in international competition. Thus, designing and selling of products is becoming really difficult for companies as the level of differentiation is decreasing. Homogenization of products, brands and product proliferation have made it extremely crucial to initiate innovative ways of communication with the consumers (Mahyari, 2010). In terms of reaching special target segments, traditional media has been ineffective. ...
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