Review the Auckland Zoo Promotional Objectives in Chapter 7 of the textbook. Pro

Question

Review the Auckland Zoo Promotional Objectives in Chapter 7 of the textbook. Provide a critique and include whether you feel they are clear, measureable, and integrated. How would you improve them? 200+ words is required.

Many of the consider- ations for determining adver- OOO O d tising objectives are relevant to setting goals for other home plehlan yourvalteperences conservartionielvedneelements of the integrated ry:Ki marketing communications program. The promotional planner should determine what role various sales pro motion techniques, publicity and public relations, direct marketing, digital media, and personal selling will eplay in the overall marketing program and how they will interact with advertising as Auckland 2oo Auckland Art Gallery Auckland Live Auckland StediumsRegional Facilities Auckland monday 22 september Auckland 364 days of the yean Find out here explore the zoo plan your visit prices, opening times and everything you need to plan your visit zoo experiences discover auckland z00 like you've never seen it before conserv well as with one another. see and find at auckland zoo wildlife and the envi For example, the mar keting communications horadhend se program for the Auckland te Zoo has a number of objec- your photes tives. First, it must pro- vide funding for the zoo's programs and maintain a unctions atth large and powerful base of supporters for financial strength. The communi- cations must educate the public about the zoo's various programs and main- tain a favorable image on a local, regional, and even international level. A major objective of the IMC program is drawing visitors to the zoo and its many what's on friends of the zoo news and press October school 27 Sepbember We're puttingthe Meet our national icon at Cack here to sign up was your phoro take uckiand Z0o?V Experience Auckiand Zoo every day ana be the first to know what's going on with cur animals and keepers Friends of the Zoo la Auckland Zoo's annual people the opportunity to get up holidays that have hatched at Auckland Zoo Host your eest event Auckland Zo0 today's animal encounters EXHIBIT 7-11 The Auckland Zoo attempts to attract visitors through a variety of media Source: The Auckland Zoo experiences (Exhibit 7-11) Like the Auckland Zoo, other zoos may establish similar objectives. As can be seen in Figure 7-6 these programs may employ a variety of integrated market- ing communications tools. When setting objectives for these promotional elements, planners must consider what the firm hopes to communicate through the use of this element, among what target audience, and during what time period. As with adver- tising, results should be measured and evaluated against the original objectives, and attempts should be made to isolate the effects of each promotional element. Objec tives for marketing communications elements other than advertising are discussed more thoroughly in Part Five of the text

Explanation / Answer

I believe that the marketing plan that the Auckland zoo has defined and stated has to be quite effective or else the functioning of the zoo may be impacted to a great extent and affect the popularity of the zoo as well. If we look at the objectives that the zoo desire to achieve through promotion is very much clear and concise as they have defined the outputs they plan to achieve from the same, for example providing funding for the zoo, creating a base of individuals who are ready to help the organization financially,etc. The promotional initiatives also plan to achieve quite a popularity of the zoo on a regional, national and international level as well.

I believe that in order to transform the zoo into a prime attraction of the country, the organization needs to identify the core competency and the competitive advantages of the zoo which needs to be promoted and advertised to a great extent throughout the country and internationally as well by giving importance and priority towards the strengths of the zoo, the rare species that they have, the greenery and also the unique aspects that people might be attracted towards so that they drop in when they are in Auckland. I believe this will improve the situation and increase the foot fall in the zoo as well.

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