ASSIGNMENT 10.

Assignment 10.

Assignment 10.

Part 1

Introduction

For a new marketing campaign to be successful, key individuals throughout the company need to be informed of the campaign as well as their role in it. If they're not, marketing will become a want, not a need, resulting in a lack of budgets, resources, and focus.

Literature Review

When marketing campaigns get pushed to the back burner, the sales team can no longer rely on lead generation activities, have sales support, or complete their market research. In this situation, everyone will be wondering why revenue isn't increasing. They'll think marketing and sales are not doing their jobs.

To avoid such a scenario, businesses need to look internally at their current marketing strategy, creation, implementation, and tracking process. They need to ensure that their objectives are taken seriously from start to finish. This means incorporating not only the best creative and copy writing ideas and concepts, but also assigning the right people throughout the organization to dedicate team focus and support to the new campaign's success. A detailed process needs to be built around the campaign so that the assigned team is properly implementing, managing and tracking the campaign throughout its lifecycle.

As car ownership continues to soar, it's little wonder that most people in industrialized nations regard buying a motor vehicle as a major investment. To the vast majority, only the purchase of a house involves greater financial outlay. Buyers therefore don't take decisions lightly and choice often only emerges after a complex elimination process that involves a series of stages.

Satisfaction obviously breeds loyalty and statistics suggest that around half of consumers choose the same brand of car when making future purchases. Manufacturers do their bit in this respect by producing a range of models that give the consumer wider choice in terms of type, size or price. However, loyalty is a strange animal in this business because consumer attachment is often with the dealer rather than a specific brand. And since many dealers have tie-ins with several automakers, it would be unwise to take allegiance for granted.

Given these circumstances, any automaker worth its salt would be striving to develop positive relations with its dealers. In addition to providing sales incentives, one step forward may be to jointly develop integrated marketing campaigns with clearly laid out responsibilities in terms of input and cost.

Getting the message right

And what about the marketing campaign itself? How can organizations maximize the impact? Ideally, by focusing on:

Communication: The industry norm is to use various channels such as TV, newspapers, magazines and the Internet, although the exact combination can and does vary. Despite the fact that the advertising whole here is usually greater than the sum of its parts, carrying out surveys to assess the impact of each channel in isolation may prove a worthwhile exercise.

Timing: Can be crucial. Companies need to be aware of seasonal variations that are often country specific. For instance, it is accepted that sales in the Mediterranean region are sluggish during the summer months and that activity ...