This website uses cookies to ensure you have the best experience. Learn more

Effective Advertising And Implementation Essay

1579 words - 7 pages

Running head: EFFECTIVE ADVERTISING PLANNING

Effective Advertising Planning and Implementation Paper
Clare Mawae
University of Phoenix

Effective Advertising Planning and Implementation Paper
The paper examines the island of Molokai as a destination through the organization of the Molokai Visitors Association (MVA). The island in the past has struggled in getting the advertising message of whom they are but in the last few years, the MVA has worked hard to bring a mix together that gives a strong advertising message to an audience both consumer and community. The past marketing and advertising efforts of Hawaii as a destination and the upcoming Sainthood of Father Damien has ...view middle of the document...

The advertising department can use this target market as the foundation to shape the creativity to appeal to this segment of the market. In the case of Molokai, the Molokai Visitors Association (MVA) works closely and under the overall umbrella of the Maui Visitors Bureau (MVB) and Hawaii Visitor and Convention Bureau (HVCB).
Both the MVB and the HVCB help to spearhead the MVA’s marketing and advertising campaigns with a wider audience to that of the MVA. Molokai’s audience is more refined and in search for the more adventurous traveler that likes the peace and quiet of Molokai that the other islands cannot offer. Molokai is unique, and it helps when National Geographic do a full spread on a survey of 111 islands, ranking Molokai as number six as part of the “best rated islands in excellent shape, relatively unspoiled, and likely to remain so” (Tourtellot, 2007).
The Relationship between Consumer Behavior and Target Markets
In general, the product will find the target market and observe the wants and needs of the consumer, creating strategies and tactics to enhance the branding and drawing the markets attention. Molokai on the other hand, has tried several approaches drawing in a certain type of clientele that suits the island but has always struggled to find the right form of marketing mix that blends well with the consumer and the island as a destination. Molokai has differed to that of the other islands, since politics and finding a natural balance for the island has played important roles in identifying the real target market over the years. Listening to the voices and understanding the needs of the community gives the MVA a model foundation that helps to identify the right visitor to the island. By doing this, maintaining the balance of the island and blending of the marketing mix can create a harmonious lifestyle and balanced economics for the island and visitor.
Product Positioning
Molokai has found itself in 2009 to be in a strong position with the upcoming ceremony of Blessed Father Damien becoming a Saint in 2009. Molokai has also found itself to be part of a growing trend of conservation and a destination that is unspoiled from the onslaught of developers. Although the MVA is part of the overall Hawaii campaign, Molokai is that special kept secret searched by certain types of people. With the current Hawaii campaigns on the mainland, the discussions worldwide of Father Damien becoming a Saint, Molokai is well positioned.
The Advertising Media
The MVA spends about $190,000 a year in advertising, ranging from consumer print to travel trade. Magazines such as Conde Nast, Frommers, National Geographic Traveler and Adventure have proved to be good leads for the island. Other magazines such as Sunset, Southern California Senior life and HoloHolo a local main airline’s magazine have proved to be positive influences in the advertising campaign. In addition the alliances of Hawaii as a destination is a...

Other Essays Like Effective Advertising and Implementation

Bsa Computers Essay

2629 words - 11 pages advertising there product, critiquing and making any changes needed within there own marketing strategies, as well as identifying what is effective to the consumer, drawing the attention of new consumers and maintaining consumer loyalty. Through better understanding the financial market and consumer trends/behavior McBride can generate advertising and marketing campaigns that will generate business, growth, and awareness of there own products

Presentation Essay

1789 words - 8 pages capture the customers mind. · Size and position each element of the print advertisement to achieve balance and focus for the advertisement: We should put our advertisement at the right bottom of the newspaper advertising page. The advantage of the right bottom will make effective to our advertising. There is no balance in the sides of newspaper. The right hand side of the newspaper is focused most than the other one. Before the newspaper only have

Marketing Leaders and Ethical Issues in Advertising

1978 words - 8 pages . The importance of advertising is steadily on the increase in modern society. Big money spend on advertising. Global Advertising Spend to Increase by 4.9% in 2012 to Over $465 Billion[8]. Marketing Leaders put huge amount of money to advertising and they want to have really effective advertisement. In pursuit of efficiency, they sometimes forget about ethics and violate these rules. Ethics is a branch of philosophy that involves systematizing

Adcertising Budget

1829 words - 8 pages  budget, the figure  may  have  more  historical  value  rather  than  current  utility.  Advertising leads to sales and the amount of advertising expenditure depends upon the sales target and therefore, when the percentage of future sales is used the estimates are more realistic. In  conclusion   one  can   say   that  this   method   is  not  appropriate  as   market situations change rapidly and past sales alone are not an effective indicator of

Advertising

439 words - 2 pages Nowadays, advertising plays a major role in everyday life. Companies are constantly searching for new ways to attract potential customers and to distance themselves from traditional and outdated marketing methods.One very effective form of advertising which is widely used is "shock advertising". It is usually used to highlight a problem and by exposing this problem in a stark and shocking manner so as to leave an imprint on the viewer. Good

Advertising Definition

838 words - 4 pages Marketing Turning Strangers into Friends and Friends st into Customers, 1ed., Simon and Schuster, New York. Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and th Control, 9ed., Prentice-Hall International Editions, USA. nd O'Guinn,C.T, C.T. Allen and R.J. Semenik. (2000). Advertising, 2ed., South- Western College Publishing Cincinnati, OH. st Proctor, R. and M. A. Stone. (1982). Marketing Research, 1ed

Brand Equity

1170 words - 5 pages . Advertising The term advertising can be defined as “the non personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media” (Arens 2002). The fundamental purpose of advertising is to identify and differentiate one product or service from another in order to persuade potential buyers to purchase that product or service (Hovland and Wilcox 1989

The Factors of Successful Erp Implementation

1015 words - 5 pages the lack of communication between the project team and the rest of the organization. This includes failure to report on progress and efforts made in the implementation and advising the organization of the importance of the ERP implementation. Proper and effective communication at all levels of the organization is necessary before and during the implementation of ERP. This often requires a open communication plan and policy within the organization

Language Features of Advertising English

5325 words - 22 pages aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also ‘how to say”. ------------------------------------------------- (4). Advertising Media ------------------------------------------------- Media are the means of the dissemination of advertising, including

Proposal Research of Minimun Wage

2390 words - 10 pages finding the total incomes of the current advertising base (ads consumers). This figure approximates the current market demand and enables a determination of potential new products in which demand can be created via advertisements. The result of this project will be used in devising a strategy to create and capture new demand. Included in the report are implementation technique, time and cost overview, and evaluation criteria TABLE OF CONTENTS

Reason Why Advertising vs "Image" Advertising

2039 words - 9 pages of cultural, social, and economic dif¬ferences that exist in those markets, the most effective appeal or selling proposition for a product may vary from market to market. Rosser Reeves, the top account man at Ted Bates and representative of “reson-why” school created a well-known phrase \"Unique Selling Proposition\". This took place in the mid of 1950s, and since that time has been widely used by advertising professionals. \"Unique

Related Papers

Is Negative Or ‘Attack’ Advertising At Effective Tool In Of Political Engagement And Mobilization?

3129 words - 13 pages Is Negative or ‘Attack’ Advertising at effective tool in of Political engagement and mobilization? There are assault ads, conveying the simple message over and over, that Brand X, the rival, is a cheesy piece of goods, won’t hold up, has to be cranked by hand… This is the model for not just our commercial product sales but, rather more vigorously, for our political campaigns as well… we have gradually just gotten used to them. Its not so much

Effective Advertising Paper

1472 words - 6 pages Effective Advertising Planning and Implementation Name Course Name and Number Instructor’s Name Date Effective Advertising Planning and Implementation Advertising is a key resource to businesses because it allows businesses the opportunity to reach its customers, and it also creates other opportunities to gain new customers. This is how a company increases its market share. However large a company's customer base determines how large of a

Customer Lifetime Value And Return On Marketing

1501 words - 7 pages company work. Given that advertising will not be that purely effective for it, since it can only attract an indefinite number or potential customers. Statement of the Problem: What effective way/s should the Conroy’s Acura company be doing sto increase customer lifetime value on marketing, sales and profit? Analysis of the Data Data: Organizational Structure The company has a Functional Organizational Structure The company’s employees

Soft Drinks Essay

1460 words - 6 pages specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer