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Buyer Behaviour : Summative Assignment - Essay Example

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Buyer Behavior – Summative Assignment Table of Contents Buyer Behavior – Summative Assignment 1 Table of Contents 2 Introduction 3 Aims and Approaches of the Campaign 3 Perception of the Campaign 5 Buyer Process 6 Involvement Levels/Risk Perception 6 Marketing Mix Elements 7 Product 7 Pricing 8 Place 8 Promotion 8 Critique and Recommendations 9 Conclusion 10 References 11 Introduction An advertising campaign is a chain of commercial messages that is shared to the public for representing a single marketing theme or an idea…
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Buyer Behaviour : Summative Assignment

Download file to see previous pages... In relation to this particular ad campaign, the study will specifically highlight the target consumers, services offered, the location of the campaign, the timing of the launch and various other factors. Aims and Approaches of the Campaign Whenever an ad campaign is launched by a company, it marks certain factors related to marketing expansion. This factor also provides new opportunities for the target consumers to enjoy new variances and options pertaining to the products and services of a particular company. Behind every ad campaign there are certain aims and objectives. Correspondingly, the ad campaign of British Airways possesses certain aims and certain approaches behind it. As British Airways’ main service areas represent the airline services, its main priority lays on delivering the best flight services to the passengers. The particular campaign launched by the company i.e. ‘To Fly. To Serve’ advertising campaign’s broad aims comprise making the travelling experience of customers a very friendly one. The advertisement has been targeted to the customers itself and there are quite a few variables or services that are being offered to the customers. This campaign illuminates a different array of services. Its primary services include a detailed showcase of the overall customer experience on board. The campaign was launched by way of a television ad which showcased the different modes of care treatments that the consumers received in the in-flight mode. The ad has proved to be very beneficial as it has provided the opportunity to all the consumers to view the in-flight experience of other consumers. This aspect would thus prove to be very effective while choosing the services in British Airways. This particular campaign was televised throughout the ‘England versus Moldova’ World Cup qualifier on 6th of September, 2013. It is launched in that particular period as there would be maximum television viewership during that period. The campaign has been launched for the particular purpose of attracting maximum number of viewers so that utmost level of publicity of the campaign is achieved. In relation to the launch of the campaign, it can be regarded that seasonality is involved to a certain degree. The advertisement is positioned in a very unique way. It has reflected upon the broad aspects of the services that are offered to the customers. The campaign has been positioned in an innovative way and has presented the variable benefits of on-board experience through the medium of television. This marketing strategy has been applied with the objective of creating a positive impact in the minds of the consumers. This factor is considered to be the initial stage for making the consumers’ aware of the services and thus is considered to have the primary importance. Based on the approach of British Airways, it can be apparently understood that the company is informing about its services for the sole purpose of selling these services. The campaign is launched for the purpose of promotion of the services and also for attracting a plethora of consumers by way of providing utmost consumer awareness (Breaking Travel News, 2013). Perception of the Campaign For the successful ...Download file to see next pagesRead More
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