Contemporary Issues in Marketing: Enterprise Rent-A-Car Case Study

This report discusses practical skills portfolio demonstrating small integrated digital marketing communication campaign to promote product and service of Enterprise Rent-A-Car. It covers analysis of promotional mix and digital communication channels including social media. AIDA model, campaign objectives, measurement of success, campaign plan, and communication channels are discussed. The report concludes that marketing is important for any business to run successfully.

Contemporary Issues In
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
AIDA Model ..............................................................................................................................3
Campaign objectives .................................................................................................................3
Measurement of success .............................................................................................................4
Campaign plan............................................................................................................................4
Communication 1: Face book-....................................................................................................4
Communication 2: Instagram-.....................................................................................................5
Communication 4: You Tube-....................................................................................................5
Reflection on Campaign .............................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Contemporary issues can be defined as the issue which is currently affecting people,
places which remains into unresolved conditions. It basically provides an approach into
innovative terms to learning about the main concepts of marketing which is based on the
collaboration with week of marketing. In the present report, Enterprise Rent-A-Car company is
taken into consideration. It is an American car rental agency which is headquartered in Clayton,
Missouri in Greater St Louis(Flash and et.al., 2020).The present report will cover discussion
about the practical skills portfolio which demonstrate the small integrated digital marketing
communication campaign in order to promote the product and service. In addition to this, the
report will cover analysis about the understanding of promotional mix and also with the
availability of digital communication channels which include social media. Moreover, the report
will cover discussion about the digital communication along with examples with deeper
understanding of digital marketing tools with support of Enterprise Cars.
MAIN BODY
AIDA Model
AIDA model refers to the steps which has break down and also required for the
marketing into successful terms. AIDA basically stands for Attention, Interest, Desire and
Action. This is a model which can be applied through different parameters where awareness
needs to be created regarding the brand or products and services as well. According to second
parameter, it is about how to develop interest with support of strategies. In the further parameter,
it is about the aspects which makes the products and services very desirable. After that it is
mainly about the call to actions and where they needs to be placed (Turuk ed., 2021). At the end,
last parameter is about the proposition to retain loyalty. In this manner, enterprise Rent-A-Car
company can apply the model of AIDA at the organisational level.
Campaign objectives
The main objective of Enterprise Rent-A-Car is that they have to increase the sales on a
larger scale so that they can increase the number of customers on a larger scale. There are
another objectives as well they focus on increasing the brand awareness and increasing the
market share as well. There is one more objective where they focuses on providing the
qualitative services. This campaign objectives also focuses on providing a temporary vehicle

who serves people with right kind of approach. These are the main campaign objectives which
has been decided by the Enterprise Rent-A-Car.
Measurement of success
For measuring the success, it is very necessary that goals need to be set into appropriate
terms by the Enterprise Rent-A-Car but all the goals can't be framed into equal parameters. It is
important to outline the SMART goals( Specific, Measurable, Achievable, Relevant and Time
bound goals). There are certain kind of metric which can be used in terms of measuring the
success into positive terms(MISHRA and et.al., 2021). There are majorly seven metrics which
can be used and it includes break-even point, net income ratio, monthly recurring revenue, ROI,
Leads, customers and employee satisfaction. In context to Rent-A-Car enterprise, they can also
measure the success through analysing traffic on their website and also through likes, dislikes
and comments as well. These are the methods through which success can be measured for the
enterprise Rent-A-Car.
Campaign plan
Campaign plan basically refers to the short term plan of integrated communication in
order to generate leads or sales as well. According the plan of campaign, the main aim is towards
attracting large number of customers for purpose of renting the cars on a high level. It is
necessary for the organisation to evaluate the campaign climate into proper terms and necessary
to reach towards the desired number of confirmed partners of business. From the perspective of
company it is necessary to choose the particular strategy of influence and these parts of business
basically include business partners, voters and public officials(Radosavljevic., 2022). These are
the people who want to reach for helping the initiative gain momentum. At the final stage, it is
significant to create the message for an impact and this message can be “Provide services with
happiness through giving cars on rent” This is the way through marketing plan has been created.
Communication 1: Face book-
Facebook is the best option in order to communicate with large number of people about
the objectives of campaign. Social media platform is the best way to reach towards different
kinds of people in this open competitive environment. It is also the best option because it is very
cheap into context of rate and options of target is also very precise.

The target people can be previous customers, particular demographics and website
visitors as well. In this way, for Rent-A-Car enterprise, Facebook is the nice option from the
perspective of communication.
Communication 2: Instagram-
In this digital world, Instagram is one of the best option for communicating effectively to
large number of audience. Instagram plays a very important role into context of raising the brand
awareness. There are different kinds of users who confess that this network support into context
of discovering new parameters as well(Sharma and Sharma., 2022). In the today's period of time
it has been observed that people have higher level of trust on those brands which have been
presented on Instagram. In context to Enterprise Rent-A-Car, it is the best option for getting a
large number of customers and increases the brand awareness into result oriented terms.
Communication 3: Twitter-
Twitter is also the best way to communicate about the campaign into result oriented terms
with the right kind of approach. Twitter is the social media platform who has the ability to direct
the traffic more towards the traffic to the website. It also engages and improves brand awareness
into effective terms. They have also contributed in terms of creating the relationship at personal
level with their customers and followers as well. In context to Enterprise Rent-A-Car, It is the
best option into context of promoting the campaign into result oriented and effective terms.
Communication 4: You Tube-
You tube is basically a very effective way to communicate about the objectives of
campaign so that audience can be attracted on a larger scale. It is also the means of advertising
the content of video on You Tube or search the results that maximises the research user into
effective terms(Turchini and et.al., 2019). In context to Rent-A-Car Company, they can post their
video campaign on You Tube due to which they can receive the response different number of
people and can also evaluate the value of video by likes, dislikes and comments as well. So its
the best option to communicate with large number of people about the campaign objectives.
Communication 5: Website-
Website is good for communicating the objectives of campaign because it basically
provide customers an easy way to contact the individual and can also learn about the businesses,
products and services as well.

It also leverage the networks at social level and implement the strategy of social media
for reaching out to large number of audience(Vrontis and Christofi., 2020). In context to Rent-A-
Car company, they have to communicate in such a way that they can increase the brand
awareness of an organisation.
Reflection on Campaign
I have learnt from this campaign that communication is the key tool in order to spread
information about the objectives of campaign. I have also learnt that it is very significant to use
social media platforms into smarter manner so that it can give effective results into shorter period
of time. I have grasped knowledge regarding the technologies, outer world and changing
preferences according to changing period of time. So in the overall manner, for organising or
conducting the campaign it is very essential to evaluate and analyse the market into deeper terms
with the right kind of approach. So for the success of campaign it is very necessary that I have to
be aware regarding the every parameter and aspect as well.
CONCLUSION
The above stated report concludes that there are certain issues into the contemporary
market which needs to be resolved into fast pace manner. It has been concluded that for
conducting a campaign it is very essential to have proper objectives for it. It has been determined
that there are certain models which also support into this particular context. There are certain
kind of parameters which are very essential in order to measure the success into result oriented
terms. It has been observed that there are different kinds of social media platforms through which
campaign objectives can be communicated into effective terms with the right kind of approach.
So in the overall manner, marketing is very important for any kind of business in order to run it
into successful terms.

REFERENCES
Books and Journals
Flash and et.al., 2020. Contemporary Issues in Business Economics and Finance. risk, 60, p.136.
Turuk, M. ed., 2021. Entrepreneurship: Contemporary Issues. BoD–Books on Demand.
MISHRA and et.al., 2021. Green Marketing Practices Prevailing In Hotel Industry. Journal of
Contemporary Issues in Business and Government| Vol, 27(2), p.1360.
Radosavljevic, G., 2022. CONTEMPORARY ISSUES IN ECONOMICS, BUSINESS AND
MANAGEMENT-EBM 2022. Ekonomski Horizonti, 24(1), pp.105-106.
Sharma, T. and Sharma, N., 2022. An Empirical Study on Consumer Behavior towards E-
Marketing. Journal of Contemporary Issues in Business and Government Vol, 28(03).
Turchini and et.al., 2019. Thoughts for the future of aquaculture nutrition: realigning
perspectives to reflect contemporary issues related to judicious use of marine resources
in aquafeeds. North American Journal of Aquaculture, 81(1), pp.13-39.
Vrontis, D. and Christofi, M., 2020. Contemporary issues in management and marketing
research. Business Perspectives and Research, 8(1), pp.2-3.