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Woolworthsf.How do they integrate these together to better meet their cus-tomer’s needs and achieve to obtain desired consumer behavior forthe organization? very creative and nice designed website. integrate all the efforts by cross-linking the various activities and embedding the necessary icons across social media channels Apart from FB, Youtube which is a major social media platform is also well integrated with their main website Using Traditional marketing and Social Media as wella.11.Research and find the advertisement that contains strong brandingmessages. The advertisement can be online or offline. Once you findthe advertisement, check their call to action. b.What are its brand messages?V2019.17aaa55bba9b9188f3a78201047dd5e252c05bd3a.docxPage 16 of 25
A line that reinforces why you should buy the brand in marketing terms also called Brand propositiona.a.Where does the call to action lead you? For example, the advertise-ment asks you to find more information elsewhere?Call-to-action is a final push to the consumer to complete the buying processb.12.What does unified message mean in convergence environment?Unified messaging (or UM) is a business term for the integration of various electronic communication and communication media (email, SMS, fax, voice message, video sending, etc.) into a single interface accessible from different devices 1.13.What are some key considerations for ensuring that messages canbe unified across an integrated offering? –Headline–Baseline–Offer in a line or “ Call-to-action”2.V2019.17aaa55bba9b9188f3a78201047dd5e252c05bd3a.docxPage 17 of 25
14.Which legislation, regulations, or policies that may impact on mar-keting within the convergent environment? List three and briefly explainabout each. –Highlighting concerns for using products that require extra care –Unfair or difficult to understand consumer contracts–Privacy actV2019.17aaa55bba9b9188f3a78201047dd5e252c05bd3a.docxPage 18 of 25
Part B: Case Study - The Contact EyeThe Contact Eye is an example of organisation within a divergent mediaenvironment and shifts their focus to customer-centric to improve theirprofit. The London EyeThe London Eye, part of British Airways, wanted to attract new visitors. Its annualmarketing budget of £1.5 million was used to increase passenger numbers via fo-cused advertising and other promotional activities.Londoners were encouraged to take additional flights with the sale of joint ticketsoffering a trip together with a champagne meal at a nearby restaurant. Overseasvisitors were targeted with an online campaign combined with advertisementsat key entry points to the UK. Students were offered joint tickets with Tate Britainfor the Turner Prize exhibition. This was promoted through student bars and Stu-dentUnionmailings.Other initiatives included a 45-minute Thames cruise, the production of guide-books, the introduction of trained capsule hosts and the re-launch of the website.