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Interpret and assess the mechanisms of an award winning marketing communication campaign
Pages 11 (2761 words)
Interpreting and assessing the mechanisms of an award-winning campaign BY YOU YOUR SCHOOL INFO HERE DATE HERE Interpreting and assessing the mechanisms of an award-winning campaign 1. Introduction From 1998 until 2004, Travelocity was a struggling hospitality and travel brand maintaining limited sales success and brand recognition in most market segments.
During this period from 1998 to 2004, Travelocity was having difficulty with establishing competitive differentiation and building a voice through integrated communications for competitive advantage. However, after 2004, Travelocity determined it was necessary to launch a new advertising campaign designed to give the company a better brand personality and establish brand recognition with profitable target market segments. After identifying competitive gaps in meeting the needs of the high volume 24-35 year old market, Travelocity finally established its competitive position in the travel industry. 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. 2. Market research leading to explicit knowledge in externalities Travelocity conducted significant market research and competitive analyses to determine how best to differentiate the business. ...
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