Thomson's Holiday Contextual Analysis

In spite of Carnival Cruise‘s hit, company executives plan to redefine the brand to improve brand equity--the worth of the brand due to customers' brand knowledge and the effect of this knowledge on brand marketing and customers' assessment of brand value. A risk that can come with the change of a successful brand, even if it is evolutionary, and not revolutionary, is the effect of brand confusion. Developing a recognized brand demands an understanding of customers' needs and wants and a comprehensible vision about the brand's core meaning.

Direct campaigns will target costumers focusing on prices and promotion, whether mass campaigns will focus on a corporate campaign (Cunard brand). This campaign will show the company expertise, trustworthiness, and likeability with powerful visual appeal linked with a strong slogan (ex: Cunard, the life experience). This approach may open the opportunity to link the attributes of the brand (excellence and elegance) with a celebrity (ex: Cindy Crawford), allowing the audience to remind the brand’s name.

Increasing brand awareness, appeal and loyalty though a more aggressive advertising and public relations campaign

Nowadays, the company is perceived to be engaged in creating positive brand-image for its products as

We live in a day and age where marketing and advertising is stronger then ever. It is essentially in our face every where we turn, from the clothes we wear to the music we listen to and even the device we use to listen to our music. Marketing and advertising touches our lives everyday without our really ever even noticing it. Marketing professionals have a difficult challenge before them in figuring out a way to create a public interest, and a want for their products if they are to become adopted. Various marketing communications tools provide the means to which they will best reach the public. In the early 1990's marketing professionals for PepsiCo choose to heavily promote and advertise a new

Based on situational and competitive analyses, our marketing objective transpires to profitably provide a solution to our customers’ concerns. Marketing objectives describe what we want to accomplish, as

There is another coffee shop, the Indian Coffee House, which has been solely dependent on word-of-mouth advertising until now. It has been hugely successful because its patrons either blog about it and spread the word or suggest it to their friends. And the role of marketing communication in this case would be thus remind the consumer of the rich heritage of ICH by extending their word of mouth strategy through tools such as PR, social media and good will of the patrons. ICH marketing communication will worked for the overall goals of the business by developing strategic campaign and helping ICH to increase sales, retain existing customer with their quality service and help the brand gain credibility solely through word of mouth. Also ICH used public relation to encourage customer experience with the shop (V. Pithwall,

One chilly fall day, 14 year old Emma, and her entire family had just boarded a plane to move to Dublin Ireland. Emma was not excited because she didn't want to move away from her friends back in new york, but she had no other choice. One of the main reasons she didn't want to leave was she her best friends. She ended up convincing herself that she could make friends anywhere, it was only a matter of time. As soon as they arrived in Ireland, her parents left to go rent a car while the four children waited. Emma's two older brothers, 15 year old Joey, and 17 year old Jackson, told Emma, and the 4 year old littlest sister, Zoey, some horrifying news.

There is always the threat of the government introducing new laws in Italy which can affect companies like Hidden Holidays. Even though the head office is in London, the dealings are in Italy where laws are different. Florence has one the lower crime rates throughout Italy, however there are still problems within the country such as organized crime, drug addiction and robbery. “There are pickpockets to watch out for of course, some of them children, which is mostly a problem around the train station and very touristy locations. A couple of places that become rather seedy

In today’s fast-paced world, it is more important than ever to promote recognition of a product or service. If you're remembered as a quality provider, then you will be encouraging repeat business. Branding is a great way to promote this recognition because people are busy and tend to adhere to familiarity. If consumers recognize a brand that they have previously used and they remember being satisfied with it, then they are more likely to choose that product or service again. This is especially true in the tremendous amount of advertising going on today.

O’Guinn, Thomas, Richard Semenik, and Chris Allen. "From Advertising to Intergrated Marketing." Advertising and Brand Promotion,. Sixth ed. Vol. 1. Mason, 2009. Print.

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).

By setting goals or objectives businesses will be able to know where they want the business to go or what they want to achieve from their marketing plan (Smart Insights, 2016).

The main aim of this study was to investigate the ways brands gain successful exposure in the market, and the way they build relationships with consumers. Upon researching, it was found that there are certain brands that do not necessarily follow the current advised procedures for this practice. One of these brands is Apple Inc., and being one of the most cherished brands of all times, it was decided that an investigation on its consumers’ behaviour would possibly shed light over the research question: “Are there exceptions to the current rules in the practice of brand communications and exposure?”. To be able to raise the hypothesis of the exception, the current procedures for successful brand exposure and communications, were examined and analysed, and then compared to the survey’s results on Apple’s consumers’ opinions.

For each of the promotional strategies you have identified, develop and describe promotional objectives for that promotional strategy. The objectives should be specific and quantifiable. When you submit this report, you will need to include a covering email seeking agreement on these promotional strategies and objectives.