Marketing Communications In A Comprehensive And Integrated Manner

Question: Discuss about the Marketing Communications In A Comprehensive And Integrated Manner. Answer: Introduction Marking and campaigning of any products or services have a key role to play in enhancing its sale or decreasing it. Tourism is an essential sector and is one of the main backbones of the economy. Tourism and its services need to be promoted effectively, such that it can attract thousands of tourists. Australia is one of the most famous tourist destinations of the world. The serene beauty of Australia attracts thousands of tourists from all over the world. However, promotions of the tousrism of Australia have to be done, such that it reaches to people all over the world. One of the most effective media of promotions is the television advertisements (Horner and Swarbrooke 2016). This assignment highlights the importance of promotions and marketing of the tourism products, along with the use of television advertisements, as a mode of marketing. The effectiveness of the television advertisements is also critique in this assignment. The campaign planning approaches are also highlighted in this assignment. Critique One of the most traditional media of promotion and marketing campaign is the television. Before the advent of Internet or various social media, television was the major way of promotion of the products and services (Dolnicar and Ring 2014). The promotion of tourism of Australia is done using television media. Since televisions are one of the common gadgets that people all over the world has, hence the reach of television could be considered to be virtually worldwide (Mistilis et al. 2014). Two of the most popular brands of Australian tourism are Tasmania Expeditions and Contiki. Both of these brands are the major operators in Australia (Goodall and Ashworth, 2013). The brands have a high promotional approach and strategies using various media such as television, print media as well as direct emails (Hall 2013). However, since promotions using televisions are a traditional way of marketing and promotion, hence it is used widely (Zeng and Gerritsen 2014). The communication objectives a re clearly mentioned, along with the target customers. The objectives of both these promotional brands are to promote tourism of Australia, along with attracting more foreign tourists (Horner and Swarbrooke 2016). The targets markets of both these companies are the elite people as well as the frequent travellers who are have the quest of travelling (Horner and Swarbrooke 2016). The marketing of the tourism products and services of these two brands are effective. The people, who are looking from a travel around, to explore Australia, might choose one of these two brands, as their travel partner (Zeng and Gerritsen 2014). The effectiveness of the promotional television advertisements lies in the facts that television has a wide access to people all over the world (Mariani et al. 2014). Hence, television could be used effectively as a promotional media, to reach the maximum of the people. Moreover, since the television advertisements are in motion, hence it is more appealing (Hall 2013 ). The people are able to get the actual look and feel of the tourism of Australia, and hence they are attracted (Dolnicar and Ring 2014). Using a static media for marketing and promotions is not as effective as that of the television advertisements. However, one of the major drawbacks of the television advertisements is that they come with a statutory warning. Thus, the viewers cannot believe upon, anything that is shown in the advertisements. Moreover, the advertisements are often misleading (Zeng and Gerritsen 2014). The discounts and the offers that are shown in the television advertisements are often not true and there are certain clauses to get the offers (Goodall and Ashworth, 2013). However, those clauses are not mentioned in the television advertisements. Thus, the television advertisements come is an attractive package; however, they are often misleading (Hingtgen et al. 2015). Moreover, the endorsements of the celebrities are also misleading, since they themselves, do not use those products (Hays et al. 2013). Moreover, the queries of the tourists are often not answered through the television advertisements (Mariani et al. 2014). Thus, the effectiveness and the motive of promotions and campaigns are thus lowered with t he use of the television advertisements (Zeng and Gerritsen 2014). One of the essential components of marketing is the effective use of the marketing mix. The marketing mix has seven components, which are essential, while marketing activities are initiated. The components of the marketing mix are as follows: Price: The prices of the products have to be low and reasonable, such that the potential customers could be attracted to use the services and the products (Dolnicar and Ring 2014). Place: The place, where the tourism products and services are available, is essential to attract more customers (Morrison 2013). The availability of the tourism services includes online portals, tourism fairs as well as in-store. The ease of accessibility is essential for the enhancement of the sales. Promotion: Promotion through the television media is important and has a major role to play in promotion of the tourism products and services (Zeng and Gerritsen 2014). Product: The tourism products and services that are offered by the two companies should be appealing and attractive to the potential customers. The attractiveness of the products increases the chances of attracting more customers (Horner and Swarbrooke 2016). The tourism products include stay at good hotels, hood food, along with an unique travel experience. People: The people or the target market has a major influence on the promotion of the tourism brands. The offers should be attractive and according to the requirements of the customers. The people also include the employees of the tourism brand, whose efforts and diligence ensures that the promotional activities could be carried out successfully. Physical evidence: The physical evidence includes actual feel of the experience that both the companies, have to offer to its potential customers (Hingtgen et al. 2015). The physical evidence are important, as the experience of the previous customers could be used effectively, for further promotions. Process: The process highlights the stages that the tourism company has to go through, in order to give the tourists, a memorable experience (Horner and Swarbrooke 2016). The process that leads to the success of the promotions have to be undertaken, such that the effectiveness of the marketing mix could be experienced. All the elements of the marketing mix have to be given adequate importance, to ensure effective marketing and promotional activities (Hays et al. 2013). Moreover, the promotions using the television advertisements are effective, as the potential customers are able to see the actual video of the places, that they are planning to visit (Zeng and Gerritsen 2014). Thus, the television advertisements are much more effective as a promotional media, rather than the direct emails or print media. The use of television advertisements is effective and important for the promotion of the tourism products, in order to enhance the tourism of Australia. Moreover, it is important that the advantages that the television advertisements are offering should be used effectively to enhance the tourism of Australia (Horner and Swarbrooke 2016). Discussion The brands Tasmania Expeditions and Contiki have been widely using the promotional approaches and the campaign strategies. Both these brands have been regularly participating in the travel fairs, along with their television advertisements (Dolnicar and Ring 2014). The travel fairs attract thousands of tourists and they are able to get a clear idea about the travel they are planning (Mok et al. 2013). Moreover, all their queries are also answered face to face, while the brands interact with the potential tourists. The selected two brands Tasmania Expeditions and Contiki, appears to be using the elements of campaign planning approaches (Goodall and Ashworth, 2013). The planning of the campaigns and the steps that are needed to be taken, in order to make the campaign a success is important (Horner and Swarbrooke 2016). The budget of the campaign has to be fixed and allocated (Zeng and Gerritsen 2014). A unique selling proposition, USP, needs to be selected, that will attract the custome rs, along with ensuring that the promotional events are different from the conventional ones. Conclusion Marketing and promotion has a key role to play in enhancing the sale of tourism and the tourism products. The two most famous tourists brands being Tasmania Expeditions and Contiki, uses the television media, in order to promote the services and the products sold by them. Since Australia is one of the most famous and attractive tourist destinations of the world, hence effective promotions of this are significant for the economy of Australia. The Australian government has also taken various initiatives to promote the Australian tourism. The Australian government facilitates monetary funding and promotional activities, such that the country is able to promote its tourism. With the effective promotional events, more foreigners will be attracted to the tourists destinations of Australia, thus enhancing the economy of the country that is largely dependent on tourism. Thus, the importance of the promotional activities has been highlighted, along with the various initiatives that need to be taken, in order to ensure the success of the promotional activities. References Dolnicar, S. and Ring, A., 2014. Tourism marketing research: Past, present and future.Annals of Tourism Research,47, pp.31-47. Goodall, B. and Ashworth, G. eds., 2013.Marketing in the Tourism Industry (RLE Tourism): The Promotion of Destination Regions. Routledge. Hall, C.M., 2013.Wine, food, and tourism marketing. Routledge. Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use by national tourism organisations.Current issues in Tourism,16(3), pp.211-239. Hingtgen, N., Kline, C., Fernandes, L. and McGehee, N.G., 2015. Cuba in transition: Tourism industry perceptions of entrepreneurial change.Tourism Management,50, pp.184-193. Horner, S. and Swarbrooke, J., 2016.Consumer behaviour in tourism. Routledge. 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