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

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