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Integrated Marketing (PDF)

   

Added on  2021-04-16

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RUNNING HEAD: INTERNATIONAL BUSINESS1Campaign Analysis Tourism Australia and Girls make your move Submitted by:
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Campaign Analysis 2ContentsIntroduction................................................................................................................................1Campaign1- Tourism Australia.................................................................................................1Introduction to the campaign.................................................................................................1Rationale for choice of campaign..........................................................................................1Marketing objectives..............................................................................................................2Target audience......................................................................................................................2Communication objective......................................................................................................2Campaign idea........................................................................................................................3IMC tools used.......................................................................................................................3Recommendations..................................................................................................................4Campaign 2 -Girls make your move..........................................................................................4Rationale of the choice of campaign......................................................................................5Marketing objective...............................................................................................................5Target audience......................................................................................................................5Communication objective......................................................................................................5Campaign idea........................................................................................................................6Imp tools used........................................................................................................................6Recommendation...................................................................................................................6Similarities and differences.......................................................................................................6Favourite campaign and rationale..............................................................................................6References..................................................................................................................................7Introduction Integrated marketing communication is an integrated marketing strategy that is been used as an optimised tool in order to create awareness among the company stakeholders. There are couple of methods that are been used to improve the communication strategy and harness the benefit. IMC needs marketer to be aware about the product and services and create an advanced
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Campaign Analysis 3promotional plan that will surely ensure effectiveness(Mangold & Faulds,2009). In the mid of 1980s the marketing environment has undergone a drastic change in the way of conducting the promotional mix. In today’s business scenario there has been a consequent communication practices that help in communicating the effectiveness of plan directly(Wood,2005). It is most relevant amongst the practioner and scholars that help in recognizing the new approaches of marketing. A number of empirical studies suggest that the integrated marketing communication approach has therefore helped in managing the organizational day-to-day affairs(Stammerjohan,et al., 2005). This holistic planning approach has therefore helped in focusing in the organizational functions in a better way. This integrated approach has developed as dominant way to focus on the communication disciplines. The paradigm shift in the marketingcampaign and approaches adopted has a long-term impact on the mind of the people(Jensen & Jepsen, 2008).Campaign1- Tourism AustraliaIntroduction to the campaignTourism Australia is promoting the tourism in Australian continent since 2006. It is thereforehelping in branding the tour and travel and helping in completing the functions pertaining to the tourism. Tourism Australia is a statutory Government body which is promoting tourism in Australia. The primary function is to enhance the experience of the people and provide them withan integrated knowledge pertaining to the tourism and development. The campaign was seen as acommunication channel that is been used to increase the experience of the people through
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Campaign Analysis 4television and newspaper. The advertisement is generally played abroad in order to seek interest of the public(Belch, et al 2014). Rationale for choice of campaign Campaign 1 was chosen to understand its impact on tourist coming from abroad. The television advertisement is one of the major sources that are been undertaken in order to spread the word. The expanse of television and visibility is very high. This helps in generating interest of people and allow in allocating their interest in order to measure the effective roles and responsibility. The target audience is influenced due to television industry and hence helps in procuring the maximum result. The purpose is to understand the long-term sustainability(Low,2000).Marketing objectivesThe marketing objective is to attain the effective planning and understanding the possible outcome and gaining the tourism adequacy. The objective is to increase the overall growth in the tourist and attaining the best possible outcome. It is necessary for delivering the result by organizing the most probable results in terms of organizing the tourism advancement(Pike et al 2010). Target audience Target audience as per the 1 campaign are those who wish to travel Australia. The ad campaign would help in managing their interest and allocate in function in a better way. The
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