BMP4004 Contemporary Issues in Marketing Assessment 2

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
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Submitted by:
Name:
ID:
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Contents
Introduction 4
AIDA Model 4
Campaign objectives 5
Measurement of success 6
Campaign plan 6
Communication 1: Facebook 6
Communication 2: Instagram 7
Communication 3: Twitter 7
Communication 4: YouTube 8
Communication 5: Website 9
Reflection on Campaign 10
Conclusion 12
References 13
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Introduction
A contemporary issue are those issues are daily problems and opportunities that
effect present day operations. Contemporary issues may be world poverty,
immigration, freedom of religion etc. Contemporary marketing issues can be the
collapse of third parties cookies, tone deaf messaging, breaking with brand values
etc. Enterprise car is an American car rental agency and its headquarters are
situated in Missouri which is a state of UK. This enterprise was founded by American
business man Jack C Taylor in year 1957. This report contains AIDA model
implementation on organisation and campaign objectives and how to achieve those
objectives. Moreover, it encompasses that through various social media channels
company is able to do marketing.
AIDA Model
The AIDA model was proposed by American business man Elmo Lewis. The
AIDA is an acronym of Attention, Interest, desire and Action. This is an advertising
model that help organizations to identify that through how many stages and buyer
went through during the process of buying goods and services (Albino, 2021). The
AIDA model is the basic and advertising model used to develop marketing
campaigns. AIDA model was founded by advertising Elmo Lewis in year 1898.
According to this model, Customer passes through four different stages of this model
regarding buying product or service. The AIDA model is known for its simplicity
because this model is easy to understand and flexible to implement. This model is
very to understand and not so complex to understand. In reality, AIDA model is very
relevant in today world because this model is mainly focused on target consumer
group. and stay in customers mind. This model has several benefits but its is not
necessary that it does not have any limitations. After having various kinds of benefits
this model is not universally applicable.
The AIDA model hierarchy
 Attention – The initial step of this model is attention which focuses on that how
to attract the attention of customer. Enterprise car attract its customer by
offering excellent customer services. Customers who actually engage with
brands ad , their attention first need to be attracted. It depends upon medium
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