International Business Marketing Campaign Analysis Report

This report provides a comprehensive analysis of marketing campaigns, drawing on a range of academic sources to explore various aspects of integrated marketing communications within an international business context. The report examines advertising strategies, brand building, and the impact of social media on consumer behavior. It investigates the effectiveness of different marketing channels, including television and online platforms, and their influence on brand equity. The analysis considers the role of events in destination branding and the importance of consumer-based brand equity in the tourism sector. The report also explores the integration of various promotional tools and their combined effect on marketing outcomes, offering insights into campaign design and strategy. The literature review covers a wide array of topics, including the interplay between publicity, advertising, and brand attitudes, as well as the impact of movies as a marketing tool. The report provides a detailed overview of key concepts and research findings in marketing and advertising, offering valuable insights for understanding and improving marketing campaigns.

RUNNING HEAD: INTERNATIONAL BUSINESS 1
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%20perspective.%20Routledge.&f=false >

Campaign Analysis 2
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promotion mix. Business horizons, 52(4), 357-365.<
https://www.sciencedirect.com/science/article/pii/S0007681309000329 >
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Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for
Australia as a long-haul tourism destination in an emerging market. International
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%20international/Marketing%20pentru%20Diplomatie%20publica/PD_74.pdf >
Stammerjohan, C., Wood, C. M., Chang, Y., & Thorson, E. (2005). An empirical
investigation of the interaction between publicity, advertising, and previous brand
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https://www.tandfonline.com/doi/abs/10.1080/00913367.2005.10639209 >

Campaign Analysis 3
Vagionis, N., & Loumioti, M. (2011). Movies as a tool of modern tourist
marketing. Tourismos, 6(2).<
http://www.chios.aegean.gr/tourism/VOLUME_6_No2_art20.pdf >
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