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Essay / Research Paper Abstract
This 5 page paper looks at as potential advertising strategy for a new business that will offer mobile mechanical services specializing in brake systems. A range f advertising and promotion issues are discussed, including the way in which customer satisfaction may be measured and gaps addressed. The bibliography cites 5 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEmobrake3.doc
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Unformatted sample text from the term paper:
has the aim establishing themselves in the upper mass market within a specific radius of their location and gaining repeat business and referrals.
In order to achieve this, the firm has to ensure that the target market know the firm exists, understands the services offered and how to access them. This is the
role that advertising plays; introducing the firm, educating the target market about the firm and once established advertising can also play an important role in maintaining the image and keeping
the firm in the minds of the target market so that it is automatically considered when a need arises. The advertising needs to be considered so that it is effective,
and then assessed to ensure that it is communicating the correct message, and that the message is stimulating sales. 2. The Advertising Strategy The approach that will be adopted
towards advertising will be the creation of an integrated marketing communication strategy. Integrated marketing communication has been defined by Nichols (et al, 2001; 703) in a broad manner as; "technique
that combines all the promotional tools into one comprehensive and unified promotional strategy". The American Associations of Adverting Agencies where it is stated the integrated marketing communications; "is a concept
of marketing communications planning that recognises the added value of a comprehensive plan. Such a plan evaluates the strategic roles of a variety o communication disciplines" (Kotler and Keller, 2008;
583). These are broad definitions, but both are very similar, the second definition has the need for the tools of communication to be used in a strategic manner. However they
may both bee seen as approaches that may fit in more easily with more traditional marketing strategies with the call for the integration of all tools into a single strategy
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