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Evaluate and compare the effectiveness of marketing communications.

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Evaluate and compare the effectiveness of marketing communications I will investigate two organizations from the leisure and tourism industry. The following report shows the organizations marketing communications. Following the communications you will read about how they evaluate their marketing communications and how effective their communications are. Then you will read the comparison of both organizations. The source I used to gather this information were as follows, report 2002 for Thomas cook. Thomas cook information pack and Alton tower information pack. Thomas cook is a large travel and tourism organization and their mission statement is: exceptional service from exceptional people. Thomas cook is the leading international travel and financial services group. They employ over 13,000 staff who serves 20 million customers each year. These staff provides many facilities to provide customers with superb advice. To achieve this they do advertising and many other types of marketing communications. These are the following marketing communications that Thomas cook undertake: * Advertising in air tours * Launching service in the internet * Magazines * Travel kiosks * Home shopping * Ski brochures * Guide books * Direct marketing * Press advertising * Television advertising * Radio advertising * Point of sales * Sponsorship I will now explain some of the above marketing communications and explain how the company evaluates their communications Advertising agency: Thomas cook use an advertising agency that produce all material covering press advertising, television advertising and radio advertising. ...read more.


Direct marketing: directing mail or adverts have vouchers attached to them. A data base of all previous customers in maintained which is used to communicate relevant information and offers to. Research is carried out before, during and after the campaign so that Thomas cook knows how effective the campaign is. Reviews are also held once campaigns which aspects of the campaign are successful and which needs improving. Magazines: Thomas cook published excursion advertised in 1851 and today advertises cooks travelers. Over the years they have had broachers, guide books and other magazines. Internet: 50, 00 users attached to the internet programmed each year. The internet is used to promote special offers for travel and foreign exchange. This brings many customers to purchase flights. The internet also has an input where any comments or suggestions can be made about tomas cook. The internet also enables Thomas cook to keep up to date with what customer want, need or except. The company knows that this is successful because the discounts mention the internet on the. They also record the amount of sales they make throughout the internet. BT home shopping: Thomas cook have launched a travel box which enable customers to buy a holiday through the phone watching the television. ...read more.


Direct mail (direct marketing): usually club members get sent special offers to their door. This is known as door to door mail drop. Usually consumers who are some sort of members with the park get sent discounts, special offers, and free entry to prize draws and completions and reductions. Internet: in the increase of internet users is a plus for Alton towers. The internet illustrates pictures of the park, shows what activities to do at the parka and more. Fun club: Alton towers have a fun club for kids aged between 4 and 13 year olds. The fun club is when kids get sent Alton towers magazines, discounts, quiz books, special merchandise reductions and much more for 10 pounds a year. They get these sent 12 times a year (over every month). This fun club is keeping an interest in young people liking the materials being sent there for them, and then takes more of interest in visiting the park. Pr activity: Alton towers pr's to most newspapers. The pr would include details about new promotions, special offers and new rides available at the park. Pr's are very important because it can if the new material can be published in newspapers, where the motion can see what is on offer. Essay by usman kiani ...read more.

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