Cunard Lines Case

Cunard Lines Case - Eleanor Leslie vice president for...

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Eleanor Leslie, vice president for corporate and marketing communications of Cunard Line, Ltd. must implement a plan to appropriately balance between “strategic” and “tactical” communications in the current economic environment. Cunard‘s major touchpoints in this case includes direct mail, magazine advertisements, newspaper advertisements, promotion activities, brochures, and travel agency. Cunard use demographic and psychographic data of their past customers from their database, narrow down its target audiences, and mail them some package of letter and brochure. Direct mails were tactical in their orientation, and were used when the reservation deadline is approaching. In addition, Cunard use lots of magazine advertisements. Magazine advertisements were strategic in their orientation. It emphasize on Cunard’s brand image, giving audiences their distinctive identity of excellence and elegance. Newspaper advertising was used as tactical marketing tool. Since newspaper has time effectiveness, newspaper advertisements are usually used to promote and create immediate needs and sales for specific cruises. As technology advances, internet plays an important role in our life. There are some new
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This note was uploaded on 02/18/2011 for the course IMC 607 taught by Professor Johnson during the Spring '11 term at Bentley.

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Cunard Lines Case - Eleanor Leslie vice president for...

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