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A_Communication_Plan_for_London_Heathrow_Airport_Terminal_Five_2.pdf - page 15 / 18

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International Marketing Communications

KAI JIAO

  • Educating public on how to use these facilities to improve their travel experience

with BA

Strategy

  • A mixture of push and profile strategy

Media Channels and Budget

Proposed Annual Budget

  • £6.9 million (out of £10 million total budget)

The media channels have been selected based on GRP (media’s gross rating points)= Reach * Frequency * Impact, and Cost per thousand GRPs (Hollensen 2007, 549)

  • TV (£3 million)

  • Radio (£0.7 million)

  • Print (£2 million)

  • Outdoor (£0.8 million)

  • Online advertising opportunities (£0.5 million)

Tactics

  • a.

    Calendar

    • Heavy up in the first three months (to restore public image)

    • Rotate placement nine months

  • b.

    Develop creative approach based on the key messages and target audiences

  • c.

    Develop creative materials (ads) for each

    • 5.

      Measurement and Evaluation

Proposed Annual Budget

    • £0.1 million (out of £10 million total budget)

      • 5.1

        Process Measures

        • Communication programs implemented on time and on budget

  • Media content analysis (accuracy, impact, reach and balance)

  • Level of stakeholder engagement, business partnerships and response from the

influencers

  • Measure media impressions and outreach targets

  • Measure the passenger traffic at Terminal 5

Page 12

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