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. Huge amount of message clutter in communication advertising, information overflow are other factors which has increased the need for an integrated and comprehensive marketing communications (Niazi, Shah and Hunjra, 2012). Consumer side As a result of product and brand proliferation brand loyalty is decreasing and price sensitivity among consumers is increasing. In case of industrialized countries consumers are demanding more. Consumers now expect for better services, lower prices and better qualities. Consumer lifestyle has become diversified and customer empowerment is forcing advertisers and markers to make quick changes and bring new communications strategy on board (Barnes, 2007). Corporate side Apart from the external factors, contribution of internal factors is also critical for the successful implementation of integrated marketing communication. Corporate are now facing cost inefficiencies and brand communication inconsistencies as a result of increasing departmentalization of the organizations. This has complicated the overall communication channel between different department and functions in the organization. Also, mishandling of resources and misuse of communications has made it important to look for an integrated approach in marketing communications. The present study will critically evaluate the marketing communication strategies selected and implemented by the organization. The underlying issues will be discussed in detail and their approach to strategy making will be highlighted. Results and conclusions will demonstrate for estimating the success or failure rate of these campaigns and marketing communication strategies implemented by the company and how they can further improve their communications strategy by using innovative social media techniques. Background Launched in the year 1998, Travelocity is an online travel company. The company reported a tremendous growth rate in its early years of establishment. After the success of Travelocity in United States, the travel company was launched in United Kingdom in 1998. During that time, only 9 percent of households in UK were accessing ...
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This report interprets and assesses the mechanisms that have driven this campaign, referencing marketing theory, psycho-social understandings of consumer culture, and how Travelocity has managed to establish positive cognitive and emotional connections with target customers in its award-winning campaign from 2004.
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