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论文作者:51lunwen论文属性:课程作业 Coursework登出时间:2008-09-23编辑:点击率:6185
论文字数:2868论文编号:org200809230857515420语种:英语 English地区:英国价格:$ 33
On the other hand, the effective media plays a significant role in providing a certain opportunity for Conferences Company to carry out some target markets. An effective advertising campaign will help company describe core message to target customers. Therefore, the importance of advertising should be paid attention. According to Advertising Association’s Advertising Forecast, advertising expenditure in the UK is expected to rise by 4.4% next year at steady prices. These figures are published today in the Advertising Association's (AA) Advertising Forecast, researched and compiled by the World Advertising Research Centre (WARC). The media include national and regional newspapers, consumer and business magazines, television, radio, outdoor, cinema, internet and direct mail (Advertising Association's (AA) Advertising Forecast).
In the case, Hertfordshire Conference as a new company has not strongest name in the conference market at present. Therefore, the company has to decide create company image by corporate strategy to adapt the progress and change in the conference market. In addition, the main barrier is that many competitors use similar advertising campaigns to promote competitive strategies. On the other hand, according company’s website, Hertfordshire Conference Company acts as a 'one stop shop' to organize conference services (www. herts.ac.uk), and at the same time there is still a need to support the venue’s role as a Business School. According to the background as above, it is obviously that Hertfordshire Conference Company should design an effectively corporate promotion strategy to stand out from the crowd with both its media as well as its message. For solving the problem, the objectives of the research project are as follows:
l To understand the customer’s demand from conference organiser’s partner, so as to aid advertising development of both its media and its message, and to measure which strategy and medium are most suitable for Hertfordshire Conference Company
l To research the attitude of customers to Hertfordshire Conference’s advertising to measure the effectiveness of advertising campaign is whether create advantages in sales, reputation and recognition as well as competitive position by the research,