Marketing Campaign Analysis

Marketing Campaign Analysis

Introduction

It is said that each and every organisation, may it be public, private or non-profit organisation should be able to consider strategic marketing approach so as to ensure competitive position in the marketplace. One of the most important aspects of marketing is marketing strategies. It is significant because it enables an industry to communicate effectively and efficiently with their target market.  Marketing strategys is the term generally preferred to promotions. It is a vital contributor to the satisfaction of customer needs and wants. As such, it is essential that managers have an understanding of the factors that are involved in the development of strategies that enable organizations to communicate with their consumers (Shimp, 2003), their channel participants and with other stakeholders, such that those relationships may be developed over the long term. Every company is inevitably cast into the role of communicator and promoter. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often.

            The marketing strategy mix consists of five major models of communication including advertising, sales promotion, public relations and publicity, personal selling, and direct marketing (Neumann & Sumser 2002). Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion is a variety of short-term incentives to encourage trial or purchase of a product or service. Public relations and publicity is a variety of programs designed to promote or protect a company’s image or its individual products. Personal selling is a face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. Direct marketing is the use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit a direct...