Evaluating Alternative Marketing Approaches for Thomas Cook Brochures

This report examines various marketing alternatives to traditional brochures for the company Thomas Cook. It begins by highlighting the changing landscape of promotional materials and the shift towards digital marketing. The report then details several alternatives, including e-brochures, social media marketing (Facebook, Instagram, Twitter, LinkedIn, and Snapchat), radio and TV advertising, outdoor media (billboards, buses, street furniture), and newspaper advertising. Each alternative is discussed in terms of its advantages and disadvantages, such as the cost-effectiveness and reach of social media versus the limitations of space in e-brochures or the expense of TV advertising. The report also explores the benefits of brochures, including their size, ease of distribution, and ability to convey information efficiently. It outlines the planning decisions involved in designing brochures, such as identifying the target audience, establishing a budget, and gathering sample brochures to finalize design elements. The report emphasizes the importance of considering factors like target audience demographics, budget constraints, and the inclusion of essential contact information to maximize the effectiveness of marketing efforts.

TOUR OPERATIONS MANAGEMENT
Brochure is paper documents that contain information for
advertising and that can be folded into a template,
pamphlets or leaflet. It is a written promotional documents
which is used to introduce a company, organization, a
products or services. This can be distributed in many
various ways like newspaper, handed out personally, by
mail etc. Thomas cook can distribute and publish their
brochures in UK for the promotion of their company. It is
beneficial for the company in the following ways: -
Brochures are small in size which help company to
do advertising in various ways, it allows distributors to
place it on door, car windshields, handed to passers-by and
place it on company reception area where visitors can
easily take it.
Sending of brochures which contain all relevant
information save time of company. It can be mail or
distribute to potential customers.
There is proper planning decision are taken for designing of
brochures, they are as follow: -
 Decide target audience for brochure- First
Thomas Cook has to identify its target audience on
basis of age, income, location, lifestyle choice etc.
and according to specific customer mindset
company should design it.
 Establish a budget- Thomas Cook should make
proper budget or determine range on basis of
printing and designing cost which they can afford
for brochures and seems to be valuable for it.
 Gather sample brochures- In this the respective
company should collect different sample of
brochures based on size, color, image and text and
then finalized or design a unique or attractive
brochure for the company with appropriate
background, content, image and it must contain
proper contact information such as contact number,
address, email id etc.
The basic use of brochure is promotion and advertising of
a company; it is the identity of any business. Today's time
with advancement of technology in field of brochures, the
use of traditional printed brochures is changing rapidly and
now every company is using it as promotional and
advertising tools. The alternative of traditional brochures
which are used by Thomas Cook are discuss below: -
E- Brochures- Thomas Cook can use E-brochure, these
are type of brochures are in soft from and can be forward
anyone easily through email for advertisement purpose
because it is flexible, environment safe, cost effective, easy
to modify, look high quality, easy to download and
forward, user friendly, which is more beneficial and
attractive from traditional brochures.
Advantage: - Printing expenses of E- Boucher is less and it
also easy to distribute in target audience or market.
Disadvantage: - E- Boucher are small and there is
limitation of space to showcase company information or
products in it.
Social Media- It is most cost effective digital marketing
platform use for promotion purpose by every company.
Some of famous social media networks are Facebook,
Instagram, twitter, linked in, snap chat etc. on which
Thomas Cook can do their advertising and it is reachable
to most of the population.
Advantage: - Social media is cost effective, it is cheaper
than the traditional advertising methods.
Disadvantage: - It can be used ineffectively like using of
network to improve sales without targeting audience, it can
create negative reputation in market.
Radio/ TV advertising- The respective company can do
Radio and TV advertising by which they attract and
influence more target customers through commercial and
ad. Some of the benefits of this media are- it is reachable to
large audience and give long lasting impact on mind,
attract more effectively, through it. Thomas Cook can
convey their message with sight, sound, motion with gives
business instant credibility.
Advantage: - Through it an organization can target or
cover most of the audience and population for their
products and services.
Disadvantage: - It is expensive media for the
advertisement and promotion of any advertisement.
 Outdoor Media and Newspaper Advertising-