AirFAN
TS Member
Right, to start off, this is a nice definition of Integrated Marketing Communications (IMC):
Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc
To put this into context think of Apple. Absolutely everything the brand does is synonymous with the values the brand holds - everything screams Apple, from their advertising, to their telephone customer service, to the appearance of the staff in their stores. Together, it reinforces and strengthens Apple as an aspirational brand.
Do you think Alton Towers utilises this marketing method? Do you think its able to with the sub-brands it creates underneath the umbrella of 'Alton Towers' e.g. Nemesis, Rita etc.
Do you think core values of the resort transcend through all of the various marketing methods it uses - television advertising, poster campaigns, their online presence including social media?
Do you think Alton Towers communicates with guests in a way that enables themselves to strengthen their offering and positively affect the consumer’s perception of its value?
Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc
To put this into context think of Apple. Absolutely everything the brand does is synonymous with the values the brand holds - everything screams Apple, from their advertising, to their telephone customer service, to the appearance of the staff in their stores. Together, it reinforces and strengthens Apple as an aspirational brand.
Do you think Alton Towers utilises this marketing method? Do you think its able to with the sub-brands it creates underneath the umbrella of 'Alton Towers' e.g. Nemesis, Rita etc.
Do you think core values of the resort transcend through all of the various marketing methods it uses - television advertising, poster campaigns, their online presence including social media?
Do you think Alton Towers communicates with guests in a way that enables themselves to strengthen their offering and positively affect the consumer’s perception of its value?