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

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: Facebook......................................................................................................5
Communication 2: Instagram .....................................................................................................5
Communication 3: Twitter .........................................................................................................5
Communication 4: You Tube .....................................................................................................6
Communication 5: Website ........................................................................................................6
Reflection on Campaign .............................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Contemporary issue refers to the issue which is affecting people on the current basis or
places which is remain unresolved. The geographic issue mainly refers to the topic, concern,
problem or controversy which is related to the cultural or natural environment that includes the
spatial dimension. In the present report, Enterprise Rent-A-Car is taken into consideration. It is
an American agency of rental car that is headquartered in Clayton, Missourin the Greater St
Louis(Aftab and et.al;., 2021).The present report will cover discussion about the portfolio of
practical skills that demonstrate the small integrated communication campaign of digital
marketing for promoting the products and services. In addition to this, the report will cover
analysis about the promotional mix understanding and also about the availability of channels of
digital communication that include social media. Moreover, the report will cover discussion
about the communication at digital level with support of examples having deeper understanding
of tools of digital marketing with support of Enterprise Cars.
MAIN BODY
AIDA Model
It is a model which is a marketing model, sales and advertising approach methodology
which has been designed to provide the insight into the mind of customers and showcases the the
steps required to cultivate the leads and also generates the sales as well. This is a model which
has been introduced by Businessman Elias St Elmo Lewis which breaks down into the steps
which has been required for marketing into successful terms. AIDA basically depicts for
Attention, Interest, Desire and Action. It is a model which is a cornerstone of marketing into
modern terms to the extent which missing one step is thought to almost guarantee the
unsuccessful result(Chow and et.al., 2018). In context to AIDA model, the enterprise Rent -A-
Car can use this model in order to grab the attention of people and generates interest of
customers through generating the unique ideas. When the organisation has unique ideas then they
desire to reach at a particular scale then it only convert into actions in the result oriented terms.
Campaign Objectives
Campaign objectives are those whose main focus is towards getting more leads or selling
more widgets as well. In context to Rent-A-Car, it is important to increase the number of
customers for themselves so that they can increase the revenue for company into positive terms.