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Essay example - 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…
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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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