Pua Qi Qi_33267824_BUS302A
Background of Super Travel Company
Super Travels Company came into existence in the year 1978. It had a mission of providing world class car rental services to customers with prices lower than those of competitors. The Super Travel Company is based in Europe, America and Asia. In this regard, it was one of the first firms to launch taxi and bus services in the Valsad district. In the year 2000, it was one of the leading travel companies in Valsad district. Currently, the company has been able to own several busses and taxis. Super Travels Company still maintains its aim of providing good services to cooperate level companies and the clients. In the future, it aims to expand its branches in all parts of Africa and to ensure continued customer support. This will be done so that the company can be able to attract a lot of customers who will be important in ensuring the growth of the company. Similarly, Super Travels has a belief that business is never complete if it does not make contributions beyond building a good business. In this regard, the company intends to ensure that it raises standards for all customers who seek to get services from the company.
The company also market several transport packages and they are dedicated to provide customers the best and quality services at affordable prices. The major market base of the company are in China and Europe but the company is making efforts to ensure that it opens its base in Egypt and South S. Africa. The company has been able to conduct various forms of advertisement i.e. through newspapers and word of mouths. It has dedicated team that ensures that the process of marketing is a success. Lastly, the company has been able to provide low costs travels for customers due to the reason that they carries out costs saving through non-extravagant packaging and advertisements.
Marketing Objectives of Super Travels
To increase brand awareness of super travels in Europe, Asia and America
To increase the market share in all of the three continent i.e. Asia, Europe and America
To increase profits through ensuring that there is increase number of customers for the company.
To improve stakeholders awareness
To increase customer base through targeting new customers and retaining old ones
To improve internal communication between various employees of the company
To be able to open new branches in South Africa, Egypt, Jordan and Turkey
The Theory of Hierarchy of Effects
This theory gives six different stages of advertisement which include: awareness, knowledge, liking, preference, conviction and purchase. In this regard, marketers are being advised to conduct their advertisement in such a manner that the advert follows these six stages. These six stages gives description to customer’s behaviors and perception. The hierarchy theory has the main of ensuring that consumers can be able to go all the through six steps and then end up purchasing the described product or service at the end. In certain instances, the consumers might not be able to go to the six steps but end up the service or goods. The first two stages i.e. awareness and knowledge are cognitive, the next two stages are effective (Liking and preference) and the remaining two are behavioral (conviction and purchase) (Buil, 2013, 62)
Awareness-this is the most critical step of advertisement. It states that the consumers should be made aware of particular brand of product so that they can be attracted by it. This is a problem for marketers as they must devise ways which they will use in making sure that the consumers can be able to aware of a Super Travel brands.
Knowledge- this refers to stage by which the consumers must be able to weigh between various products. In this regard, the consumers compare other brands with the brand which are being offered by the marketer. Therefore, it is good to ensure that all information required by the consumers are being put in the advert for them to see and comprehend.
Liking-This stage looks at goods and services to the customers. This is a step where brand loyalty can be built by the consumers and thus, every time they use the product. However, other consumers might want to try other brands which are being offered by the producers. As a result of this, the marketers should make efforts to ensure that the consumers do not leave for other brands.
Preference- by offering quality and cheap products, the producers will be able to make customers to prefer their products. The consumers after establishing brand quality with various products, it can be very difficult to change their mind unless the producer changes the prices of the product or an interesting product has been brought into the market (Wijaya, 2015, 3)
Conviction- at this stage all the doubts on the mind of the consumers regarding the qualities of the offered product have done away with. The marketers have been able to offer unique qualities of the product to the consumers and thus, they will be attracted and start using the advertised product. The marketers should also be able to use marketing strategies like tests drive sessions, free sample test to encourage the consumers to like their products (Buil & Martinez, 2013, 83)
Purchase- this is the last step of Hierarchy theory where the consumers will be able to buy the products from the sellers. The marketer should be in a position to encourage the consumers to continue buying their products through making continuous advertisement.
There is daily delivery of the newspaper. Newspapers are being produced daily and therefore, it has good local coverage where it can be able to reach fifty percent of households with just one insertion. In this regard, newspaper can be able to reach several people as the buyer can be able to give the copy to his or her friend to have a view. As a result, the advertisement can be seen by several people using just one newspaper.
Great flexibility in the advertisement size- This is done to enable a lot of information to be inserted on the advertisement page. In this regard, the font size of the advertisement can be changed according to the marketer preference. The advertisement can therefore cover several aspects which the marketer wants consumers to know. This will in turn reduce the costs of advertisement for the marketer. The great flexibility in advertisement cannot be applied to other forms of advertisement like billboards and Televisions as the consumer will not be able to see clearly what the marketer was trying to put forward. As a result, the consumer will not be able to get a lot of information on TV and billboard advertisement as compared to newspaper advertisement where a lot of information has been put in the advertisement section ( Venkatraman, 2015, 436)
Low costs for production- This refers to the amount of money which the advertisement costs the marketer. In this regard, there are low costs due to the reason that a lot of information can be put in just a section of the newspaper. The marketer minimizes the font size of the information he or she wants to add to the advertisement.
Intensive coverage- there are a lot of newspaper that are being produced daily. Every newspaper company is able print several newspapers which are then distributed to the clients. As a result, several newspapers of different kinds can be able to reach the clients. In this regard, the marketer has been able to take advantage of this and thus, can put same kind of advertisement in various newspapers so as any person that buys the newspaper can be able to see the advert put buy the marker. This is due to the reason that readers of the newspaper like different kinds of newspaper. Therefore, the coverage of the advertisement can be increased in such a manner. Furthermore, newspaper can be carried from one place to another. Furthermore, it can be read at work place, in public cars, in parks at home. This is done when one is relaxed and gets to know what kind of news the newspaper has. As a result, a person can be able to go to several pages of the newspaper including the advertisement pages (Venkatraman, 2015, 441).
A.I.D.A in full means attention, interests, desire and action. Similarly to the Hierarchy model, it has four main stages. They involve the following:
Attention-this refers to the portion of marketing communication which involves making customers to have increased attention on the product that has been marketed by the company. Therefore, the company or the marketers must be able to make use of various marketing strategies so that the attentions of customers are captured. Due to this, the marketers must be able to make the advertisement to be attractive through involving the use of attractive images, having good layout, using attractive colors like yellow, red, blue, etc., involving certain celebrities and models (Caldera 2013,12)
Interest- once the attention has been created among the consumers, it is very essential for the marketers to be able to make the customers to be interested in the brand. This can be done through making use of attractive headings, attractive colors, use of celebrities and having good layout.
Desire- when the consumer’s attention has been captured and interests created; there will be increased desire by the consumer to start using the brand of the company. The marketers normally have several ways of increasing the desire for brand products and thus, enable them to have increased number of customers on daily basis.
Action-this is the final step for the A.I.D.A theory. In this step the customers will be convinced by the quality services of Super Travels Company and thus, can be able to start using them. They then act in order to be serviced by the company. Therefore, the main of A.I.D.A is to ensure that advertisement made by the marketers are attractive and can be interesting to the consumers. The advertisement is supposed to be appealing and eye-catching for the consumers to be able to read them and know all that they entail (Rawal 2013, 37)
Short life- It is regarded that a newspaper takes just twenty four hours for a new one to be produced. How many people will have to go and buy old newspaper? Majority of the newspaper readers normally prefer to buy the today’s’ newspaper and thus, the advertisement that had been put in the yesterday’s newspaper cannot be able to reach them. There will be low coverage due to this due to the reason that old advertisement on the newspaper cannot be able to reach the consumers unless the marketer conducts fresh advertisement.
Low quality color-the quality of color in the advertisement is of low quality. This is normally a common feature of advertisement carried in the newspaper. This form of advertisement does not involve the use of attractive colors like the ones that are being done in magazine. Also, the font size used by the marketer is small and unattractive. This is a situation that has been described as messages in newspaper advertisement compete with one another. As a result, there are consumers who will ignore this kind of advertisement when they have purchased the newspapers and thus, low coverage (Kerr et al. 2012, 388).
Furthermore, advertisement done on the newspaper cannot be able to deliver sound and motion- other forms of advertisement like radio, TV and YouTube can be able to deliver sounds. As a result, they can be used for those who can see. In the advertisement conducted by Super Travels, there is no way deaf consumers can be able to get coverage conducted by the marketer (Andrews, 2017)
Agenda Setting Theory
This theory provides the influence of the media which can be described as the means of the media to tell us all that they think is important. The media has a very important role in presenting the images to the public. This is due to the reason that the media can increase awareness of the product and also be able to provide the information that the customer wants to hear regardless of whether the information is bad or good. Therefore, the media has a significant relationship with the brand awareness of particular products (George 2012, 23)
Agenda setting theory is concerned with public awareness of a product and also salient factors that will be presented by the media. In this regard, the media concern with particular issues may make the customers to think that the advertise goods and services are more important when compared to other products. Therefore, the mass media has an important role to play when it comes to making awareness of a particular product. Consequently, the theory of agenda setting is concerned with making a particular product to be familiar with the customers. As a result, it looks at the role by which the media plays (Khang et al. 2012, 279)
The use of media by Super Travels Company must be in a position to ensure that the advert services will be able to attract the customers. As a result of this, they are supposed to make their advertisement to be interesting, appealing and eye catching to the consumers. This will be done by the marketers through employing the use of attractive colors, good layout, clear font size and use of celebrities and models. Though the company has in its motto that they offer low costs travel due to the reason that they engage themselves in non-extravagant advertisement, they are supposed to make more efforts in using the described methods so that they can be in a position to receive more customers. This will increase the customer base in all of the three continents and thus, more profit will be achieved by the company. On the same, the company is supposed to increase the intensity of their advertisement so that there can be brand awareness.
Coverage- This involves the mechanism that will be employed by the company in ensuring that there are an increase number of customers who can see their advertisement and thus, increase in brand awareness. The use of newspapers in advertisement has low coverage due to the reason that the newspaper has short life, is only being read by those who can read or are well educated, newspaper uses low quality color and lastly, it cannot be able to provide sound and motions. Therefore, the Super Travels Company should be able to use the following means in order to ensure wider coverage
· Involve the use of other means of advertisement like use of magazine that make use of various color, has good layout, involve use of celebrities and models.
· Use of Television and radios that can be able to produce sounds and thus, favoring the blind and those who cannot read.
· Super Travels can also be able to increase the intensity of the advertisement through doing weekly adverts.
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Campaign Critique Score Table
· Product/Brand description
· Specific needs fulfilled
· Targeted market segment
· Communication objectives
· Approach used
· Full extent of campaign
· Strengths and Weaknesses
|Recommendations for improvements based on summary|
|Quality of writing
· Avoid grammar and spelling errors
|Overall report presentation
· Correct formatting
· Appropriate appendices
· Extent of references