Marketing Communication Plan for Fiesta Magazine
Wierenga, Marleen (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205158395
https://urn.fi/URN:NBN:fi:amk-201205158395
Tiivistelmä
This thesis is about marketing communication in East Africa and the objective is to provide Fiesta Magazine with a relevant and feasible marketing communication plan to promote the magazine. Another aim is to prepare the layout and the content for a website that can be used for promotion.
The theory about the marketing communication plan is based on the model of De Pelsmacker, Geuens and Van den Bergh. For the websites the theory was based on Kraynak and Bluttman. Additionally, Ellonen, Kuivalainen and Tarkiainen have done extensive research about websites for magazines, which was also used in the theory framework.
The analytical approach was qualitative albeit the sources were mainly secondary sources. An email interview with the chairman of Art in Tanzania, the organization behind Fiesta Magazine, was conducted.
The marketing communication tools suggested for Fiesta Magazine are personal selling, sponsoring, product placement, endorsement, word of mouth and public relations. Likewise the product itself, thus the cover is also a marketing communication tool. In addition, the websites are an appropriate and feasible tool for marketing communication, and therefore attention was also placed to this tool.
In conclusion it can be stated that Fiesta Magazine has potential in the East African market. Continuous marketing efforts are required in order to achieve the set targets in both the short term and the long term.
The theory about the marketing communication plan is based on the model of De Pelsmacker, Geuens and Van den Bergh. For the websites the theory was based on Kraynak and Bluttman. Additionally, Ellonen, Kuivalainen and Tarkiainen have done extensive research about websites for magazines, which was also used in the theory framework.
The analytical approach was qualitative albeit the sources were mainly secondary sources. An email interview with the chairman of Art in Tanzania, the organization behind Fiesta Magazine, was conducted.
The marketing communication tools suggested for Fiesta Magazine are personal selling, sponsoring, product placement, endorsement, word of mouth and public relations. Likewise the product itself, thus the cover is also a marketing communication tool. In addition, the websites are an appropriate and feasible tool for marketing communication, and therefore attention was also placed to this tool.
In conclusion it can be stated that Fiesta Magazine has potential in the East African market. Continuous marketing efforts are required in order to achieve the set targets in both the short term and the long term.