Dreamworld is one of the best world recognized amusement park. The park has been an absolute favourite since its inception. The recent incident has brought changes for Dreamworld. The market position of Dreamworld was shaken with the incident however, the company being a specialist have emerged again. The company needs to pay extra heed so in future to avoid such incidents. Since the company has good loyal customer, it has the opportunity to secure its position back.

Week 4 Lecture Chapter 5 Establishing objectives and budgeting for IMC campaigns

Learning objectives After studying this chapter, you should be able to understand and explain: LO1: how advertising influences investment and brand equity, and how the advertising landscape has changed with the growth of digital advertising LO2: the various functions that advertising performs and the advertising management process LO3: how to set achievable marketing objectives, and how this is influenced by the hierarchy-of-effects model LO4: the nature and importance of IMC budgeting and the practical considerations that guide budgeting LO5: the legal and regulatory issues associated with advertising and interactive marketing communications LO1: Advertising One of the most frequently used marketing tools Characterised as impersonal and one-way communication Paid for by the sponsor Predominantly used to build brand awareness Ad investment Advertising is not just a current expense, but an investment in long-term success. Consistent investment spending is the key factor underlying successful advertising. Stopping or reducing advertising can cause a brand to lose some of its equity and market share. Australian advertising culture Advertising consumes a major proportion of marketing budgets. Growth areas include digital advertising; e.g. Facebook, Google and search engines. Digital advertising adopters include Myer,

Explore Dream World Gold Coast's brand strategy, market segmentation, and communication objectives. Analyze its market position, strengths, weaknesses, opportunities, and threats.

Dream World Gold Coast: History, Brand Strategy, Market Segmentation and Communication Objectives

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