Leseprobe
Contents
1. Executive Summary
2. Report Outline
3. Analysis of the UK Travel Market
3.1 – The UK Tourism Market
3.2 – Value and Volume of UK Travel Market
3.3 – Overview of Saga Holidays
3.4 – Perception Map of UK Travel Market
3.5 - Advertising Spending
3.6 – SWOT Analysis of Saga Holidays
4. Segmentation and Target Segments
4.1 – Primary Research Methodology
4.2 – Demographic
4.3 – Psychographic
4.4 – Geographic
4.5 – Targeting and Positioning
5. Saga Loyalty Scheme Proposal
5.1 – Influences
5.2 – Loyalty Scheme Outline
5.3 – USP
5.4 – Branding
6. Objectives
6.1 Corporate objectives
6.2 Marketing objectives
6.3 Marketing communication objectives
7. Communications Strategy
7.1 DRIP Elements of marketing communications
7.2 Positioning
7.3 The 3P’s of marketing communications strategy
7.4 The importance of Internet Strategies
7.5 Strategic Balance
8. Communications Mix
8.1 – Loyalty Trends
8.2 – Communication Overview
8.3 - Communication Methods
8.4 – Internet
8.5 – Advertising
8.6 – Public Relations/Radio
9. Budget Outline
9.1 Budget Outline
10. Scheduling
11. Control of campaign
11.1 – Recommendations based on Pre-test
11.2 – Effectiveness Indicators
11.3 – Objectives Evaluation
References
Appendices
- Arbeit zitieren
- Luke Gipson (Autor:in), 2014, Marketing Communications Report. Communications Strategy with Budget and Timings Plan, München, GRIN Verlag, https://www.grin.com/document/299404
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