Marketing Communication and Branding - Assignment Example

Marketing Communication and Branding Question 1 Q.1. Communication objectives are the factors which support the organisation to move from the present position to a new and improved position. The objective of marketing communication should be SMART, i.e. ‘Specific, Measurable, Actionable, Realistic, and Time specific’. In relation to the case study, three communication objectives can be stated such as: Increase in the awareness among people by around 35% to 50% within the eight weeks from the day the campaign will commence Introducing a sale or discount and creating 70% awareness a day before the sale/discount begin. Reposition the firm to an up market business news paper from an old news paper. The first objective would help the company to create awareness regarding the adventure tours among the adventure lovers within the eight weeks of the campaign that they have intended to launch. With the help of the second objective, the company would be able to introduce certain discounts or sales to attract the traveller in the time of downturn. The third objective would help the company to upgrade the status of the company, which would help them to get a competitive advantage in the declining market1. Question 2 Q.2. The Integrated Marketing Communication (IMC) is the process of building a proper link between the messages and the communication forms. Integrated marketing communication is a promotional tool of the marketing mix. Marketing promotion also involves marketing communications. Integrated marketing communication helps to get a better competitive advantage; it also helps to maximize the profit of the company putting less time, effort and cost. The SOSTAC model helps an organisation to plan an effective integrated marketing communication (IMC). SOSTAC model represents the factors related to the marketing plan, i.e. Situation, Objectives, Strategy, Tactics, Actions, and Control, which helps an organisation to gain the profitability and it also, helps to attract new customers. SOSTAC model is a profitable and a cost effective model to plan marketing communication. SOSTAC model would be also helpful for Travelworth, as the communication plan would be developed with the help of SOSTAC model. In relation to the mentioned objectives in question number one, it can be stated that the model would help to identify the situation, the crisis in the market, and it would also help to plan a campaign to attract new or existing customers. The model would help to take different strategies. To spread awareness about company and its existing Tour programs, the campaign will be effectively used as a strategic objective. In order to create a different image of the organization and to attract the consumers, a tactical approach will be taken by providing various schemes and discounts. In relation to existing situation of economic downturn the company can take a decision to propose certain discounts or sale to their customer, which would help them to acquire new travel lovers. In keeping with the strategic viewpoint, up gradation in the better news paper or in other media for advertisement of the company would be made and which would be implemented through the actions. Travelworth would get ample scope to maintain the sustainability with the help of IMC and SOSTAC model. In the period of downturn in the European economy the companies are basically fighting for the sustainability in the market, and to save the existing customers and the brand name. SOSTAC model would help Travelworth to be stable in the market and to gain new customers and revenue2. Question 3 Q.3. Advertisement poster is one of the most effective elements of integrated marketing communication. Keeping the objectives of the marketing communication for Travelworth in mind, certain posters can be prepared to use in the campaign planned by the company. The posters for the company would include an attractive message to catch the eyes of the viewer, which would help the company to get customers. The main objective of Travelworth is to obtain travellers for their adventure tours and in order to achieve it; the posters should contain certain facts about the adventure world and certain images related to fun in the tours. The tag line for the posters can be ‘Pay less, Have more, Do more’, which would represent that the cost of the tour would be less, fun and adventure would be more. There should be certain schemes on the poster to attract the customers such as, ‘Be the first one to avail the discounts on the Tour, and be the last one to avail the discounts on the Fun’. These lines would also attract the adventure lovers to avail the schemes offered by Travelworth. The poster should preferably be bright in colours such as yellow or red, which would easily catch the eyes of the customers. The poster should contain certain images of the previous tours arranged by the company and the experiences that the travellers had. All these factors would make the poster meaningful as well as effective for the company to attract the customers and grab their interests for the products offered by the particular company3. References BSA Marketing. ‘Developing a Marketing Communications Plan Using the SOSTAC Model’, Planning Guide, , No Date (accessed 20 December 2011). Smith, P. R. & Taylor, J. Marketing Communications: An Integrated Approach. Kogan Page Publishers, London, 2004. Wilkins, L. The Handbook of Mass Media Ethics. Taylor & Francis, UK, 2009. Read More