Module code: Introduction 3 Use of AIDA to promote Travelodge's video campaign

Travelodge’s video campaign
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Table of Contents

1
Introduction.................................................................................................................................................3
Main contents..............................................................................................................................................3
Benefits of integrated marketing communications...................................................................................3
Two elements of the promotional mix.....................................................................................................3
Promotion mix element use by Travelodge.............................................................................................4
Channel used by Travelodge to increase its brand recognition................................................................4
The key message in Travelodge's video campaign..................................................................................4
The key target audience of the video campaign.......................................................................................4
Use of AIDA marketing theory...............................................................................................................5
The method used by Travelodge to collect the feedback.........................................................................5
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

2
Introduction
The paper will provide information regarding promotional mix, key message and target audience
of the Travelodge’s firm in accordance with the respective video campaign. Besides this, the
channel and marketing theory use by Travelodge’s for increasing the brand awareness will also
be further discussed in this paper.
Main contents
Benefits of integrated marketing communications
 The main benefits of integrated marketing communications are it helps in developing
competitive advantage, boost profits and sales of the firm by saving its time, money as
well as stress level (Dileep and Mathew, 2017)
 In addition, it provides consistency in messaging procedure that helps the consumers to
know the fact of the business process and thereby less confusion will occur between the
customers regarding the products and services of the particular firm
 By creating digital assets like videos, content, graphics and images the company can
easily save their money and time respectively. Hence it is a cost-effective process that
saves tremendous resources amount of the firm
Two elements of the promotional mix
Sales promotion
It refers to the process by which companies use short-term incentives like rebate, premiums or
gifts and discounts on products or services or any other promotional activities that eventually
help the company to increase their brand among the people (Dileep and Mathew, 2017). In
addition, with the help of this promotional mix, the companies can increase their consumer base
and the competitive business advantage too.
Direct marketing
It is a form of advertising that directly targeted the consumer base usually in their offices or
homes and thereby it enhance the promotional content of the corresponding business. Catalogs,
letters, and coupon mailers are the various forms of direct marketing promotional mix (Huertas,
Míguez-González and Lozano-Monterrubio, 2017).