Case study 2

Case study 2 - When LVCVA began to do market research they...

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When LVCVA began to do market research they noticed the trend that travelers to the area had an emotional connection to Las Vegas, they went their not in search specific products or services but rather the sense of carelessness and freedom that Las Vegas associated itself with. The LVCVA understood that product advertisement would not work for Las Vegas but rather a brand marketing approach would be superior. Product advertisement differs from brand marketing because it focuses on one specific product or aspect, for example a Wayne Newton concert, while brand marketing focuses on everything that is encompassed within the brand, and the LVCVA wanted to make Las Vegas that brand they were going to represent (1). Knowing that brand marketing was the overall strategy to be used for the Las Vegas case, they drilled down further and decided that an integrated marketing communication (464) plan would be most effective. Again research was the motivator for this decision, the LVCVA discovered that travelers to Las Vegas were diversified so many types of media would have to used to get the most
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Case study 2 - When LVCVA began to do market research they...

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