A study of the effectiveness of the use of leisure entertainment as an advertising tool in marketing strategy
CHAPTER I
INTRODUCTION
CHAPTER 1
1.0 INTRODUCTION The introduction will contain a brief background on the chosen research topic, problem statement upon which the research questions have being built. It will further give an insight into the scope, objectives, purpose and significance of the research. 1.1 BACKGROUND
Rotfeld (2006), suggested that avoidance of mass media advertising has become easier for target audience as it is considered to be time for breaks such as; snacks time, refreshing time, toilet and other activities. Invention of technologies in recent years have also worsened and deepened the difficulty in
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The research questions shall serve as guide in the entire research exercise. * RQ1 Does the communication process in the use of leisure entertainment better eliminate Noise? * RQ2 Do adverts from leisure entertainment such as product placement drive audience to take action as expected by sponsors? * RQ3 Do adverts from leisure entertainment enhance the product knowledge and value in consumers?
1.5 RESEARCH OBJECTIVE
The objectives of this research are given below; * Provision of better understanding on the use of alternative media strategies in today’s marketing strategy building. * To investigate and identify the advantages of the use of leisure entertainment as a mass communication media tool as compared to the traditional tool. * Better understanding on how sponsors adopt the use of leisure entertainment as a marketing strategy. * To identify ways through which leisure entertainment can be used as a technique to overcome noise problem in communication process.
1.6 SCOPE AND DELIMITATION * SCOPE
As a result of limited time in producing an extensive research, the researcher will focus his investigation on target audience; little attention will be given to the views of sponsors of adverts. In terms of types of leisure entertainment, the researcher will base this research on Television entertainment alone; with particular focus on “product placement”.
* DELIMITATION
This research
From my research I found that Drayton Manor use a range of promotional offers to increase their revenue for example, I found that Drayton Manor use advertising, advertising is defined as any "paid-for method of promotion". Advertising is the main form of "above the line promotion". Advertising presents or promotes the product to the target audience through a variety of media such as TV, radio, cinema, online, social media and magazines to encourage them to buy. The problem with advertising is that consumers are bombarded with advertising messages every day. One method the business uses is chat magazine, this is because females are their main target audience, and this is effective because it means Drayton Manor will be able to attract more customers, which gains them more sales revenue. I found they spent £4000 per year on this strategy this shows that it was effective because they spent a reasonable amount of money to reach out far to their new customers to gain even more profit back which would overlap the price which they paid for the magazine, therefore the strategy was very effective. It also impacted their competitiveness because it means that more people know about the park and allows them to overtake their competitors as people would rather go to Drayton Manor. I think this was an effective strategy to Drayton Manor and one which I think adds to their long term growth. Another example of advertising that the park uses is bus and rail advertising, and this is
The common public goal of the marketing discourse is to attract attention from targeted audiences, in other words make the consumer buy, buy, and buy. In order to achieve these goals I have to execute different marketing strategies with the help of the staff and company executives. Together we brainstorm different marketing trends, design different kinds of ads; analyze social media for more effective ways of advertising and calculate risks based on customer insight. When all is done right the end goal will result an increase of sales revenue for the company, which will sharpen its image and name.
The marketing mix has to be promoted by Thorpe Park in order for them to achieve their aims and objectives
The paper will begin with a Review of the Research. This section will summarize all the information gathered for this paper. Here the background will be given and the foundation laid for the rest of the report. Next will be the Application of the Research. This is
Television is an electronic telecommunication device that transmits pictures and sounds. Since its inception and release into society, the Television has grown to become extremely popular. The undying devotion to this medium has helped shape many aspects of human life. It has become a tool for education and entertainment. Businesses have found an efficient means to access the wider public through advertising. Advertising is a paid form of publicity aimed at a large audience by businesses with a view to increasing sales. Advertisements, unlike propaganda, have clearly stated sponsors. Through advertising, businesses can communicate with the user of their goods and services. The television allowed for the exponential expansion of advertisement. While older media is still used for advertising, Television’s ability to transmit moving picture and sound put it well above print media and radio (Messaris 2)
Leisure at the turn of the twentieth century was a new found type of freedom and entertainment, not only for the children, but for the entire family. It was a way for numerous families to spend quality time together but in a more modern and convenient way. Entertainment before the twentieth century consisted of household entertainment, such as board games, and “backyard games” like tennis, and football amongst others. When compared to leisure in the twentieth century, many of these activities were seen as “outdated”, as more and more people started to adopt the new ways of entertainment. Some examples were the openings of catalogs, sports, cinemas, amusement parks.
Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done
For the purpose of this study the researcher will observe the leisure programs and take notes. The first part of this process will be taking note of observations, which includes where the activity takes place, who is running it, how many participants have shown up, and the level of participation. The researcher will note any differences in the environment from previous sessions as well in order to analyze what made participants engage more or less than previous sessions. Badenhorst (2008) suggests that the researcher should also take pictures or drawings of the room so long as the participants and leisure professional have given permission. This is to be better able to reflect on the situation when it comes time to analyze the data (Badenhorst, 2008). During this process the researcher needs to be as detailed as possible, were the participants smiling during the session? Were the participants socializing? What was being said during the socialization? Every participant in the room needs to be written about from the beginning of the session until the end of the session (Badenhorst, 2008). It is important to note if something happened that might impact their participation, for example, did they have a medical procedure that morning that affected their participation that afternoon? When taking notes the researcher needs
An analysis of existing and previous marketing plans, strategies and campaigns and their effectiveness in increasing visitor numbers and expenditure. Your analysis should also identify marketing successes and how this can be applied in marketing to domestic consumers to increase participation in Aboriginal tourism experiences.
Developing strategies in relation to any application of marketing suggest a marketer’s ability to comprehend and align business practices with the need of the consumer and business simultaneously. Strategies present challenges whether domestic or international markets are the emphasis. The ability to set customary prices, have market presence, encouraging advertisements and publicity, understand the competition, develop accurate communication, a complete SWOT analysis including domestic and international markets, and customizing the target market, present boundless opportunity that consumers appreciate and market recognition. At each stage of
Ivan Mikhaylishin gave a well-developed and informative presentation about television advertising. Tv advertising is a way to attract consumers to purchase items and to do so companies create interesting stories about their products. Furthermore, there’s numerous types of tv advertising structures. For instance, there is narrative, documentary style, and anti-realist advertising. Ivan did a great job breaking down the components of each structure of tv advertising. In essence, he used a great example for each type of structure and explained it thoroughly. The fact that he found a well known advertisement for each structure makes his presentation well supported and up to date.
On a daily basis people are confronted by numerous genres of entertainment e.g. drama, comedy, sport, game shows, reality t.v, advertisements and many more (Fourie:2007,216). Entertainment provides a preliminary answer from 3three perspectives: rhetorical, behavioural and sociological (Fourie:2007,216). Entertainment specifically deals with phenomenological nature of film and television entertainment as well as focus on fictional content of feature films(Fourie:2007,216). However, news, documentaries and sport are also considered as entertainment
Advertising is one of the channels of social communication. The system of social communication provides not only the preservation and rebroadcast achievements of culture and cultural norms and everyday practices, but it is also a crucial part of the process of inculturation personality which is essential to the processes of social development as a whole. An important event in the evolution of modern mass culture was the so-called “visual turn” resulting from the multimedia revolution of XX-XXI centuries.This revolution led to the dominance of visual cultural forms, including outdoor advertising as a mass phenomenon culture.
Essentially, the marketing manager will seek to understand how a competitive advantage may be gained over other competitors (Lemon et al 2002). Figure 1 shows that Hilton Hotel Corporation is one of the leading hotels in the world. Nevertheless, as a newer hotel in Melbourne, Hilton is facing some serious challenges from competitors such as Grand Hyatt Melbourne and Sheraton Melbourne. Grand Hyatt Melbourne has completed its four year refurbishment project. Meanwhile, Sheraton Melbourne Hotel will launch a new full service as part of a 2013 development, combining hotel services with up-market residences and boutique retail (Melbourne Planner’s Guide 2011-2012, 2011). It is critical for Melbourne Hilton Hotel to understand visitors’ wants in order to satisfy visitors. In addition, Melbourne Hilton Hotel needs to have a good understanding of the competition in
Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness.