Effects of New Marketing Campaigns on Buying Power in Hospitality

Effects of New Marketing Campaigns on Buying Power 9

Effectsof New Marketing Campaigns on Buying Power in Hospitality Industry

Effectsof Marketing Campaigns on Buying Power in Hospitality Industry

Background

Amarketing campaign defines a form of advertising that is mainly usedby businesses to promote products and services through differentmedia platform including television, radio, online and print(Grifoni, D`Andrea and Ferri 2013, p. 22).Businesses operating in increasingly competitive market environmentstake the initiative to implement marketing strategies and inject vastresources to generate brand awareness and thus spark increased buyingpower(Potter 2012, p.283).This is not different in the hospitality industry. As such, themarketing efforts used are aimed at maintaining the existing clientswhile also attracting new customers.

Accordingto Kotler &amp Keller (2012, p. 479), the effects of marketingcampaigns include raising brand awareness, increased sales,maximization of profits, increased purchasing power, buildingcustomer loyalty, and to the creation of confidence in thehospitality industry. In the contemporary and complex society,marketing strategies have become an integral part of the social andeconomic system(Croker, Lucas and Wardle 2012, p.1).The aforementioned marketing strategies have evolved into a vitalcommunication tool for both businesses and customers. Marketingadvertisement as a promotional strategy reminds, assures, andinfluences consumer’s decision as it persuades acceptability of theproduct being offered(Ke1rr et al. 2012, p.387-388).In summary, marketing campaigns increase the buying power ability ofconsumers in the hospitality industry.

ResearchAims/ Objectives

Themain aim of the study is to explore the effects of new marketingcampaigns to the buying power in the hospitality industry

SpecificAppropriate Objectives

1. To measure the scope in which consumers are affected by messages and strategies used in a marketing campaign.

2. To evaluate the marketing campaign that attracts the attention of the customers.

3. To assess the power of persuasion in a marketing campaign.

LiteratureReview

Throughthe years, numerous new marketing campaign tools have beenestablished to give details on consumer purchasing decisions(Solomon, Russell-Bennett and Previte 2012, p. 449-450). The marketing campaign strategies are theoretical concepts thatassociate to a business’s products and sales and how they areadvertised. Rai (2013, p.2) undertook the initiative to carry outresearch on the effects of a marketing campaign on consumer buyingpower and attitude. He further stated that in the current era andmedia society, social marketing campaign plays a significant role inshaping the behavior and attitude of consumers. Marketing campaignsmainly influence this change in behavior and attitude. Concerningpurchasing decisions of the consumer, Rai suggested that advertisinghas a substantial impact on the buying decision of consumers forindividual product brands. While studying consumers` attitudes, Raifound that when a customer identified messages from two differentbrands, he/she judges the content regarding which one is perceived tobe better. Blakeand colleagues (2015, p.158)offered that every effort to create a successful marketing campaignare centered on the aim of making it compelling and persuasive in themost natural way as possible so as to satisfy consumer consciousnessin a positive way. In their findings, the authors proposed thatmarketing advertisement has a significant influence on consumerattitude and behavior formation across the globe. The authors furtherrevealed that promotional strategies serve as consumers’motivational source to materialize the purchase of their desireddurable products. Consumers are primarily induced by marketingcampaigns when the target is on price and quality (Ingavale 2013,p.9). Consumer attitude and behavior is influenced by marketingcampaigns that cover product evaluation and brand recognition (Rai2013, p. 4-6).

Inanother study, Niazi et al. (2012, p.114) researched on advertisingand its influence on consumer purchase patterns. The study showedthat there existed a moderate relationship between consumer purchasepattern, environmental, and emotional factors (Niazi et al. 2012, p.115-118). When a customer is expressively involved with a product orservice, he/she will consume the given commodity or service. In someoccasions, individuals may switch products just to test other brands.The buying powers of consumers change with changes in other factorssuch as income. Celebrities used in marketing advertising have a hugeinfluence on consumers as most people rely on this form of publicitycompared to peer to peer sources(Ponte and Richey 2014, p.76-79).Marketing campaign serves a significant function in the contemporaryage as it is a tool to build the behavior of the people concerning aproduct(Solomon, Russell-Bennett and Previte 2012, p.285).As such, people get access to information and generate decisionsabout buying a product.

Amechi&amp Long (2013, p.84) conducted a study that demonstrated therelationship between marketing campaign advertising and the consumerpoint of purchase. The study revealed that the present times,consumer buying power is mainly influenced by point of purchasemarketing campaign (Amechi &amp Long 2013, p.86). The researchemphasized on marketing advertisement strategies, content,techniques, and their effects on realizing marketing and sales goals.The source and implication of the connection between the point ofpurchase marketing campaign and purchasing power of buyer weredeveloped through in-depth examination of the literature review. Thestudy was aimed at providing recommendations that will helphospitality industry to enhance their marketing strategies tomaximize sales (Amechi &amp Long 2013, p.87-90)).

Amarketing campaign is in itself a constituent of advertising strategythat is deemed as a core model of the marketing mix. We cannot fullyfathom the model of a marketing campaign without analyzing it fromthe marketing perspective. Social marketing campaign touches on everyaspect of humankind existence and the modern world(Fan and Gordon 2014, p.75).The primary functions are that they are communication and marketingbased. The critical assessment of the marketing campaign trendsoffers an insight into the needs and desires of the contemporaryhuman (Bonney2014, p.26).It demonstrates how man has evolved from agrarian to a more advancedbeing.

ProjectMethodology

Inthe pursuit to expound on the information that was drawn from thereview of literature presented above, the researcher will make datacollection based on the study needs, which will be drawn from theproject study aim and objectives. From the various options ofresearch approaches that can be employed, the study will make use thequantitative data approach. The quantitative approach involvesgathering and interpretation of data that is reported in discretecomponents.

Theresearcher will seek to ensure the integrity, validity, quality andrigor in the project methodology that will be employed, and so theinvestigator will use both primary and secondary data. The use ofprimary and secondary sources in the data collection process willprovide insight on seeking answers for the research objectives. Theresearcher will gather primary data by the use of questionnaires,which will be issued to respondents in a random manner. Randomsampling technique was preferred because it provided every respondentin the population with an equal opportunity of being selected in thesample. For this study, the investigator will collect data on studiesrelated to emotional factors such as buying behavior, marketingstrategies, and content appeal. The researcher was able to conduct apretest of the questionnaires by obtaining the respondent`s insightabout the connection between the marketing campaign and the buyingpower. The pre-test will come in handy in the refinement of theproposed study questionnaire and thus reduce the occurrence ofmisinterpreted data. The randomly selected respondents that will beissued with both the pretest and the refined questionnaire will be100 in both procedures.

Secondarydata will be gathered from various sources including journals, onlinedata platforms, articles, and books. Secondary data is essential whenit comes to solving, comprehending, and explaining the researchproblem(Hoang 2013, p.1).The secondary data will, therefore, be critical in providing meaningto the primary data.

TheKey Milestones in the Project

Theproject will be planned within a scheduled time frame (Appendix I).The activities of the project will be captured in a Gantt chart, andthe durations of each principal activity will be taken into account.The project team will incorporate all the activities that commencedin January 2017 with the background of the study. The next phase willbe to find an appropriate research design which will be crucial forthe study. A research proposal will then be formulated which will befollowed by carrying out a literature review. The literature reviewwill then be submitted to the professor for analysis. The next stepwill be to collect data using the sources discussed above after whichpreparation of a draft will be enhanced. Any amendments during theresearch process will be made before submitting the final report inJuly 2017. The chart below gives more information on the timelines ofthe key milestones.

Ganttchart

Activity	January 2017	February 2017	March 2017	April 2017	May 2017	June 2017	July 2017
Study background
Identification of research design
Research proposal
Submission of literature review
Feedback of the literature review from the professor
Data collection
Submission of progress report
Amendments to the draft
Final Project Submission

Conclusion

Inconclusion, the marketing campaign serves as an important platformfor businesses to inform consumers of the existence of a particularbrand (Booneand Kurtz 2013, p. 2-6).The buying power demands more than just creating awareness.Hospitality service providers must enhance their services and be moreconcerned with providing sufficient information in the marketingcampaign to satisfy potential customer expectation. The study will,therefore, be critical in gaining more understanding of the essenceof new marketing methods in the hospitality sector.

Listof References

Amechi,C. U. &amp Long, C. S., 2013. The impact of point of purchaseadvertising on consumer buying behaviour. InterdisciplinaryJournal of Contemporary Research in Business, 4(10),pp. 84-90.

Blake,T., Nosko, C. and Tadelis, S., 2015. Consumer Heterogeneity and PaidSearch Effectiveness: A Large‐Scale Field Experiment. Econometrica,83(1),pp.155-174.

Bonney,E.K., 2014. The impact of advertising on consumer purchase decision.

Croker,H., Lucas, R., and Wardle, J., 2012. Cluster-randomised trial toevaluate the ‘Change for Life’mass media/social marketingcampaign in the UK. BMCPublic Health,12(1),p.1.

Fan,W. and Gordon, M.D., 2014. The power of social media analytics.Communicationsof the ACM,57(6),pp.74-81.

Grifoni,P., D`Andrea, A. and Ferri, F., 2013. An integrated framework foron-line viral marketing campaign planning. Internationalbusiness research,6(1),p.22.

Hoang,A.T., 2013. The impact of humor in advertising on consumer purchasedecision.

Ingavale,D. R., 2013. The impact of advertisement on purchase decision ofyouth with reference to consumer goods. Advancesin Management, September.6(9).

Kerr,G., Mortimer, K., Dickinson, S. and Waller, D.S., 2012. Buy, boycottor blog: Exploring online consumer power to share, discuss anddistribute controversial advertising messages. EuropeanJournal of Marketing,46(3/4),pp.387-405.

Kotler,P., &amp Keller, K. L. (2012). Marketingmanagement.Upper Saddle River, N.J., Prentice Hall.

Niazi,G.S.K., Siddiqui, J., Alishah, B. and Hunjra, A.I., 2012. Effectiveadvertising and its influence on consumer buying behavior.Informationmanagement and business review,4(3),pp.114-119.

Ponte,S., and Richey, L.A., 2014. Buying into development? Brand Aid formsof cause-related marketing. ThirdWorld Quarterly,35(1),pp.65-87.

Potter,S.J., 2012. Using a multimedia social marketing campaign to increaseactive bystanders on the college campus. Journalof American College Health,60(4),pp.282-295.

Rai,N., 2013. The impact of advertising on consumer behaviour andattitude with reference to consumer durables. InternationalJournal of Management Research and Business Strategy,2(2),pp.2-8.

Solomon,M., Russell-Bennett, R. and Previte, J., 2012. Consumerbehaviour.Pearson Higher Education AU.