Integrated Contemporary Business: Evaluating Marketing Channels and Communication Strategy

Integrated
contemporary
business

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Part A...............................................................................................................................................3
1. Evaluate the different marketing channels used in the case study (or the case study of a
hospitality organisation of your choice) and how they served the communication objectives for
the organisation............................................................................................................................3
2. Critically evaluate the hospitality case study (or the case study of a hospitality
organisation of your choice) involving communication strategy, channel choice and creative
content..........................................................................................................................................5
Conclusion...................................................................................................................................7
PART B...........................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
By displaying entertaining or engaging personalities and circumstances, advertising may
build drama and human interest. It may create desire by using emotions, pictures, and
iconography, as well as showing how a product contrasts to competitors. Finally, advertising is
an excellent technique to build a brand since it may create realistic and emotional linkages with a
company or product, resulting in good sentiments. As digital media advertising gets more
sophisticated, it offers a great medium for evaluating client behaviors, interests, and aspirations,
allowing marketers to sell advertising and promotions to specific audiences more effectively.
Memory has indeed been ready to reacquaint itself with the world because to the influence of
technological media. Jack Mortan is the company considered in this report. This is one of the
leading event organizing firms in the world is Jack Morton. This company has collaborated with
others and been there from the beginning. It is an event organisation which has seen it all and can
do everything from small gatherings to large gatherings.
MAIN BODY
Part A
1. Evaluate the different marketing channels used in the case study (or the case study of a
hospitality organisation of your choice) and how they served the communication objectives
for the organisation.
Pay-to-Play Advertising
Advertisement has three main objectives: to educate, inspire, and remind people. Advertising is
any paid form of communication by a recognized supporter or source that draws attention to
ideas, products, services, or the sponsor itself. The bulk of advertising is directed at groups of
people rather than individuals, and it is generally aired on television, radio, newspapers, and,
increasingly, the Website. Ad campaigns are frequently calculated on the basis of facts. Print
media is declining in popularity, with many individuals prefer internet news and sports providers
over journals and other newspapers.
Informative advertising raises name, product, service, and concept recognition. It will inform
users about the features and advantages of new or existing products by announcing new products
and programs.

Advertising aims to persuade consumers that a company's services or goods are the best, and it
aims to change people's minds and improve a company's picture. Its mission is to persuade
customers to switch products, try a new product, or stay faithful to an existing brand.
Advertising serves as a reminder to people of the need for a product or service.
As people think of advertising, they mostly think of product-focused ads—that is, ads that sell a
company's products or services. Institutional ads promotes organisations, topics, locations,
events, and political leaders in addition to merchandise. PSAs (public service announcements)
are a form of institutional messaging that focuses on social-welfare problems like drunk driving,
opioid use, and leading a healthier lifestyle. PSAs are typically funded by nonprofit companies
and government officials with either a stake in the issues they encourage. Newspaper ad revenue
has been steadily dropping since 2000. First and foremost, Advertising sales on television are
generally slow, and they are scattered over an ever-increasing number of broadcast and cable
networks. Businesses must obviously seek outside traditional media outlets to meet clients.
Digital media providers have gleefully filled this hole. Advertising is at the heart of many firms'
strategy for expressing the proper message to customers and prospects in today's society.
Social networking, paid ads, email marketing, and event press releases are all common online
platforms for promoting the event. Using social media to generate excitement for an upcoming
event is one of the most effective ways to do so. However, in order to meet your intended
demographic on social media, you must know when to share and when to post. Using social
media sites such as Facebook, Twitter, Instagram, LinkedIn, Quora, Reddit, Pinterest, Snapchat,
and others allows you to reach a wide variety of viewers, but positioning your posts and strategy
appropriately will pique their interest in your case, resulting in increased ticket sales.
Event promotion is the process of promoting an event using online or offline resources,
platforms, and strategies in order to produce additional leads, boost sales income, or achieve a
strategic edge over other event production firms. Regardless of the social media sites you use,
hashtags are the easiest way to index your posts. Make sure the hashtags are exclusive, and use
them on all social media sites, including promotional documents, advertisements, and posters, to
give the event a strong introduction and to reach out to prospective buyers.
Email marketing - The most of the time, emails are dismissed, but in this case, administrators are
a blessing in disguise. To increase ticket sales, there is no other online medium more successful
than email marketing. Event production firms will get in touch with their subscribers and keep