SCHOOL OF INTERNATIONAL STUDIES

MOHALI

2019

APPLYING PROMOTIONAL TECHNIQUES

ABSTRACT

This document analyses the role of promotion

In achieving business objectives, it includes:

-The current range of promotional methods, a thorough

evaluation of the campaign specified and a detailed plan for
the promotional Campaign.

Submitted by – Priyanka Thakur

Submitted to – Prof. Zamda
Contents
Assignment 1 ………………………………………………………………………………………………………………………………………………………………….2

Assignment 2
Task 1.................................................................................................................................................................................19
Task 2.................................................................................................................................................................................23

Conclusion .........................................................................................................................................................................27

Bibliography ......................................................................................................................................................................28
Task-1

HANDOUTS
Promotion is a strategy used by company organisations to encourage clients to purchase products and
services-

1. Business promotion goals–promotional functions including persuading, reminding, etc. corporate

identity promotion, advertising mix role, positioning.
2. An advertising campaign's success is measured — increased marketing success criteria, client
reminder, media coverage, client loyalty.
3. Regulation of promotional operations–act of sale of products, act of trade description, role and
function of the Company, power and function of publicity norms
4. Business-used promotional methods–advertising, government relations, promotion of sales,
sponsorship, positioning of products, direct marketing.
5. Current developments in techniques of promotion –social media, fast reaction codes, Smartphone
apps, text promotions, cross media promotions.
6. Importance of promotional branding –brand kinds, brand values, premium brands, market segment
differentiation, positioning position.
Functions of promotion -Promotions like TV, radio and advertising magazine raise awareness of the brand. More
individuals tend to get to know a business or brands if they often see or hear about them. In order to attract customers,
new businesses have to advertise in particular. The main goal is to generate revenues through promotions. Promotions
are intended to encourage individuals to test products and services. In the end, businesses are using promotions to
create a loyal client base that contributes to higher revenues and profit. The promotion of high-quality products and
services is intended to help more clients.
1. Promotion of corporate identity –The corporate image is the way a business helps to build a
favourable view, raise brand awareness and make clients appear appealing. The business can
encourage stakeholders, investors and prospective clients and vendors to engage in various
promotional operations such as advertising etc. The general objective is not only to ensure that clients
purchase their goods, but also to associate or imagine the business in a favourable light, improving
their brand allegiance.
2. Role with marketing mix- Promotion is aimed at raising awareness, generating interest, sales or
allegiance to brands. The mix involves four Ps: product, cost, location, and promotion as one of the
fundamental components in the market mix.
3. Positioning- It aims primarily to guarantee the presence and placement of products is recognized by
clients. Promotion is also used to persuade clients that the item is better than the competition and to
remind clients why they wish to purchase. The promotion role is to provide data on products and
services. Various channels are used to provide the business, its products and services with needed
data.
Promotion campaign is a series of advertisements that share the same message and thoughts using multiple marketing
devices to encourage a company towards the sections of the market. The campaign utilizes various means including the
internet, journals, TV, radio and print ads. The following results measure the achievement of any successful campaign.

Increased sales- The concept is to verify that your marketing plan's cash has led to profit or sales growth. How effective
a marketing campaign was the amount spent on every campaign, vs. the volume of sales every campaign generated.

Customer recall- Customer reminder is what the product impression the client has generated and whether or not the
product is in his memory. Successful campaigns give the client a significant mark and consciousness and take your item
into consideration when buying.

Press coverage -Media stories placed your company's face and build confidence. It can be established by media
coverage with the crowd with an emotional connection. The effective marketing campaign covered by journalists and
manufacturers that assist position your product so that the audience is concerned and the product reaches thousands of
clients that are effective in marketing campaigns.

Customer loyalty- Customer loyalty relates to how your marketing responses develop. Online and personally surveys,
feedback and online reviews of customer services generally show the customers ' views and the main effect of your
campaigns. Simple questions such as "How did you find out about our seasonal sales?" can show which projects reach
the client and boost the customer's allegiance to your product.

Marketing Law covers laws, jurisdiction, and rules and regulations on consumer damage prevention arising from false
marketing practices pertaining to the sale of products and services. The following are some of the public rules:

Sales of Goods Act- The Consumer Rights Act provides consumers the right to return defective items, to be reimbursed,
replaced, repaired and provides them fresh rights when you purchase digital material. This law has replaced the Sales of
Goods Act 1979, providing information on goods and services purchased on or before 30 September 2015. The law also
requires that products last a reasonable period and at reasonable price.

Trade Description Act- The Trade Descriptions Law 1968 is a United Kingdom Parliamentary Act that prohibits
producers, distributors and service providers from misleading customers about what they spend on.

Ofcom-role and function- Ofcom has extensive powers throughout the TV, radio, TV and postal industries. It has a
obligation to represent people's and consumers ' interests by encouraging competition and protecting the public against
damaging and offensive content. The CFC is an unofficial forum hosted by Ofcom to share data and opinions amongst
customer representation and with individuals that develop and execute communications policies affecting customers.
The Consumer Forum for Communications is organized by Ofcom.

Advertising Standard authority-role and function- The UK's autonomous advertising regulator is the Advertising
Standards Authority (ASA). ASA is accountable for ensuring that advertisements throughout the United Kingdom Media
adhere to the advertising laws (the Advertising Codes). The Advertising Practice Committee (CAP) has been appointed as
ASA's sister organization. The ASA and the CAP are dedicated to transparent, proportionate, targeted, proof, coherent
and responsible regulations

Advertising is a communication between the customer and the seller. The vendor attempts to convince the buyer
through promotions to buy its products or services. It enables individuals to learn about a product, service or business.
Different advertising techniques are available for example

1. Advertising – Publicity means advertising with the aid of television, radio, or social media for a product, service
or company. It helps to inform customers about the business, product or service. A number of media channels,
such as traditional media like newspapers, newspapers, TV, radio, outdoors and direct mails, as well as new
media such as search results, blogs, social media, websites or text messages, promote advertisement.
2. Public relations - PRs are the manner in which an individual or an organization (such as a company, the
government agency or a non-profit organisation) manage information diffusion between the public and their
individuals.
3. Sales Promotion - Sales promotion takes a limited time to boost consumer demand, improve product availability
and concentrate on customer satisfaction, both with media and non-media marketing communications.
4. Sponsorship- sponsorship advertising is a form of advertising in which a company pays to be linked to a
particular event. Companies can sponsor local sports teams, sports tournaments, fairs and other community
events as charitable events.
5. Product placement- A product will be placed in a movie or TV show in exchange for the payment by the
marketer of money or other promotions.
6. Direct Marketing - Direct commercialisation is an advertising form, where organizations communicate directly to
clients via a variety of media, including text messages for the cell phone, emails, websites, online advertising,
marketing in databases, fliers, promotional letters and targeted TV, newspapers and magazines.
1. Social Media – An internet marketing form that requires the creation and sharing of social media content to
achieve marketing and branding goals. Marketing in social media involves actions such as posting text and image
updates, videos and other content in Facebook and Twitter, YouTube etc.
2. Quick responses code- QR codes encourage mobile telephone interaction and engagement. This type of
marketing strategy allows companies to transfer user information. Users don't want anything slow and time
consuming nowadays. Everything is about being immediate and quick, especially in the marketing world.
3. Smart phone applications- Mobile app marketing is a media that can simply add to a connection between a
brand and its loyal customers. Mobile apps have become important for consumers and marketers in conjunction
with mobile websites.
4. Text promotions-Text Marketing is a marketing campaign that sends ads or promotions to its users using text
messages. Text marketing covers practically all types of ads, whether they are simple brand or product
promotion, mobile user special sales discounts and new product alerts.
5. Cross Media Promotions- Cross-promotion is when brands work together to bring customers onto the market.
For example, when Disney allows their characters to appear on a cereal box, cross-promotion is a highly efficient
marketing strategy.
Branding is a strategy to produce a distinctive picture or name or logo or symbol for a particular product that differs
from products of rivals. It is the emotional picture of an enterprise perceived. It is very helpful for product
commercialization and advertising. For instance-Next clothes, Zara etc.

Analysis of Importance of Branding

1. Types of Brands – There are various types of brands Different types of brands work for different marketing
approaches that your business might take.
i. Product brands: products become branded products clients understand that your product has convincing
properties that make it unique and better than other products in the category of products. brands are also
branded products. Eg - Nike, Puma, 
ii. Service brands: People purchase services based solely on their confidence in the delivery of the individual or
company they purchase from. Eg-Cox trips and journeys
iii. Business brands:Besides or rather than branding your products / services, you can make your company
yourself. Eg- Walmart
iv. Personal brands: You have a private brand, whether you understand it or not. They keep your brand picture
in their mind if individuals know your name or acknowledge your face. For example. –Rihana fantastic
beauty
v. Personality brands: Personality brands have been big-time private brands. They are so big and powerful
individual brands that they do not only provide a broad private reputation but also provide important value
if linked to products or services. Like large films or sports stars that endorse a product.
2. Brand value – Brand builds confidence. If a firm professionally introduces itself, and if there is social evidence of
the quality of its products and service, clients will trust that firm and be more comfortable with the purchase of
their products.
3. Premium Brands – A premium brand item is best positioned at a high price. Price sends a value-related
psychological message: greater value is assumed for items that cost more. Things that are less expensive are
considered less valuable. A Rolex is worth more than a Timex.
4. Differentiation to market segment – When revenue is defined in the market sections, these segments are
usually divided into three classifications: high, medium and low. The high income (or premium) segment is
prosperous and luxury brands are available. It's a little band. People who want luxury products aim to gain
 enough for the premium segment at an earnings rate. The section of the middle market involves what is often
known as the middle class. Most middle classes will probably purchase what are considered mass brands, as
these brands are typically affordable. Luxury brands or many mass brands are not available to those in the low-
income market segment. They generally shop for brands of value.
5. Role in positioning - Marketing is a significant brand element. The selected media and channels as well as the
targeted segment help to construct brand. If the focus on advertising is too wide, it will not give a definable
feeling of the business in the mind of customers. The brand should concentrate on the industry it is placed in.
Just as Zara is for mass production, luxury brand, Prada is for luxury in clothing like Chanel. Marketing is a
significant brand element. The selected media and channels as well as the targeted segment help to construct
brand. If the focus on advertising is too wide, it will not give a definable feeling of the business in the mind of
customers. The brand should concentrate on the industry it is placed in. Just as Zara is for mass production,
luxury brand, Prada is for luxury in clothing like Chanel.
Task 1
Carry out research into the promotional campaign, 'Premier weekend'. You will find information about the
campaign on the Whitbread and premier Inn websites. You will also find reviews and news articles about the
campaign. Make sure the report include the following:

I. A review of the Objectives of the Campaign

‘Premier Inn is the UK's biggest and fastest growing brand of hotels with over 600 budget hotels
and over 44,000 rooms. The group employs roughly 35,000 individuals as part of the Whit bread
brand, the UK's largest hotel and restaurant group, serving more than ten million clients each
month. For the second year running, Premier Inn was named' Hotel Chain of the Year' in 2011, a
important accolade for the business as the general public voted for this. In 2010/11 the total sales
of the Whit Bread Group increased by 11.5 percent to £ 1,599.6 million with Premier Inn rising by
10.9 percent to £ 698.6 million’% to £698.6 million.’[ CITATION DEL19 \l 1033 ]
The objectives are-
 To client engagement with the brands.
 To streamline client travel to create reservation rooms and manage current reservations
faster and easier, especially for customers on the go.
 To create this service accessible with a Smartphone to anyone and everyone, regardless of
their make, model or platform.
 Whitbread's goal was to evaluate its brand reputation, comprehend the effect on social
media of its PR and advertising communication, and define patterns of selection in
consumer-led hotel reservations.
 It also tried to discover extremely intensive conversations online sources in order to
enhance its internet communications and marketing programs and to identify "brand
ambassadors" with whom to participate.
 However, the promotional mix is used by the Hotel Premier Inn and the AIDA model is an
acronym-it serves for exposure, concern, willingness and intervention. It is a model used in
marketing that defines the measures that a client takes in buying an item. ‘The AIDA model
has been in use since the late 19th century’ [ CITATION RYT19 \l 1033 ].
II. an analysis of the Promotional Mix used for 'Premier Weekend'

'Promotional mixture added client to the choice to buy the brand ultimately determined on. We may also
additionally say that the information of the salespersons turn out to be a major effect but the truth is that all
the detail of advertising combo achieved their roles to bringing the sale. Consequently to gain higher reaction
from the purpose clients ought to tackle all of the unique components of the advertising combination'.
(tutor2u, 2012)

Promotional mix is intended with distinctive methods to attract large numbers of customers. This mix is
designed as appropriate for every current buyer and skill owner. The most advantageous vacation marketing
strategy is created to attract British people's stake in taking a smooth kill using their evenings at the
aforementioned hotel. Customers can book their rooms for four people at a totally cheaper value of £ 29, the
initiative reveals.

Not only the periodic client or only the prospective buyer is regarded to fulfil the promotion mix. Some parts
of the promotion mix may be intended for the destination customer who is unsure of the item or facilities, as
others may be intended for clients who are fully conscious of the item or are inclined to buy it. Presumably
someone is keen in hiring high-quality space for their holiday journey at a small cost. So he'll be interested in
the item and began giving attention to TV, newspaper and magazine restaurant ads. He may even find
specialists ' press accounts about private hotels. He may also email various restaurants and figure out the
characteristics and comparative advantages.

III. An analysis of the Target market for the campaign

Most useful resort has been offering their offerings at lower prices with high high-quality offerings. Most
useful lodge turned into targeting middle class families on top-quality weekend promoting commercial. it's far
very a success due to the fact most of the people within the uk watch tv and the put it on the market it by way
of a comedian film star Lenny Henry typically people like him and in commercial he experience time it surest
inn. Premier Weekend is very good preference for the families with low finances in which they are able to
spend correct time at lower price. Apart from that, most effective weekend is likewise very suitable for the
foreign vacationers in which they are able to get high preferred quality service at most suitable inn at fewer
charges. Premier Inn Restaurant Company claims it now sees over 5 times of all hotel bookings on mobile
phones after just 3 months of introducing a Smartphone app, a number that it hopes to double in the near
future.

Premier Inn has provided high-quality facilities at reduced rates. Premier Inn was promoting advertising for
middle-class households at the night of Premier. It's very effective because most individuals in the UK watch
TV and it's advertised by a comedian film star Lenny Henry, mostly Americans like him and he enjoys Premier
Inn moment in advertising. For low-budget households, Premier Weekend is a very nice option where they can
invest excellent time at reduced price. In addition, Premier evening is also very appropriate for international
visitors where Premier Inn can provide high-quality hospitality at lower rates. The other segment is company
travellers who can profit Premier Inn and take advantage of it.

IV. an evaluation of the Choice of media in relation to the target market

Television:

Promotional television marketing provides businesses with a large amount of advantages through pictures,
noise and motion to render the whole package enjoyable for customers. Television is regarded massively at
home. In case they've been engaged in aches and you've received a signal about how you've been offered
visitors and probably clients to treat them.

Newspapers:

Customers usually search for newspaper advertisements, which mean that their mood may already be more
fascinated by the signal of the company.

Social Media

Every day, the social media website provides people with great assistance, enabling them to be exceptional
systems in addition to generating inexperienced selling advertising for an employee. Most social media
websites obtain a large number of customer data, making them customer-friendly. Like, for example, if the
company had a brand new service or item that wished to encourage or encourage it to a certain institution,
the company should have a business position on a social media website that could demonstrate it primarily to
the organisation that the company is looking to aim.

Radio
 Radio can be heard in the workplace, in the bathroom, in the car, on the beach or as a buy on your save. It is
therefore a very common tool for discussion with an enormous target market for variation. For commercial
radio moment, employers should sell their item as their target market hearing radio is very essential.

V. An evaluation of the integration of the promotional mix with other components of the
marketing mix that is product, price and place.
Advertising, sales promotion, private sales, directs marketing, government relations, client understanding of
your products and facilities include promotional tools. The greatest goal of Hotel Premier Inn is to encourage
its products and facilities through various promotional tools.

Figure 1 Element of Promotion Mix

 Advertising- is any designated form of advertising through chosen press outlets to transmit thoughts,
goods and facilities. The first hotel hostel ever releases its TV, TV, radio, magazine, journal, media,
indoor, internet and marketing products and facilities.
 Direct advertising:–Sending immediate courier, brochure and electronics to a client involves
immediate advertising. Hotel Premier Inn sometimes offers its faithful customers a nice bid and offers
direct marketing.
 Sales marketing:–Promoting marketing by buying' one receives free' contests, coupons and free deals
is like encouraging your revenues. Premier Inn encourages customers to enhance revenues.
 Personal sales:–Personal sales are mainly one-to - one contact between the vendor and the potential
customer. It offers immediate customer and prospect communication. It is one of the most expensive
methods of promotion. Examples include: private, telemarketing, telephone and courier conferences.
 Public affairs: –Activities in public affairs can affect an organization's destination public. Public relations
initiatives often try to produce a favourable picture for a business, product, or policy. For instance:
journals and journals, lectures on radio and television, charities, articles / reports, speeches, seminars
and advertising. Advertising can be either good or negative.

The marketing mix enables marketing firms create excellent policies so that the current customer or product
company can flexibly reach their marketing destination. Compared to the 4 p's of the marketing mix, the
marketing mix is the 7 p combination, so the service itself is assumed by pricing, promotion and placement as
a product and another 3 p’s required for the most advantageous service delivery. All these variables are crucial
for the finest utility delivery. This is described further below.

Figure 2 4Ps of marketing mix

Products:

The aforementioned restaurant uses to provide clients with a variety of facilities that offer the most pleasant
hotel visit. It provides rooms with unique amenities such as cozy beds, large spaces, office space, hair dryer,
steel desks etc. all at a lower price and with discounts.

Price:

 Due to its price strategy, company is able to gain a large market size of UK. It gives best facilities at
comparatively lower rates than other hotels (Duchessi and Lauría, 2013). Thus, the said hotel has used its
capacity to earn more clients by implementing an efficient pricing strategy. Product prices are determined
according to business circumstances, rival pricing strategies and the replacements are also seen. Thus, a
product's cost plays a significant part and it also helps to increase an organization's productivity.

Promotions:

The organization mentioned employs all press to advertise its item among destination clients. Lenny henrys’
popular ad campaign is the finest instance of this combination. It has also performed marketing through print
media, internet, etc. that helped address a big amount of clients. It includes all promotional activities such as
private sales, advertising, online marketing, etc. in order to draw big numbers of clients and to have a
beneficial effect on the development of the company.

Place:

In most UK nations, the firm has aimed its industry as it is the greatest location for its business. To achieve
more market share, it is vital to choose the right location for company. Organization facilities are also quite
available, which is an extra benefit for stronger customer reaction. To provide products with a marketing mix
at a suitable location as well. In this, manufacturing focuses on fields where supply for a specific product is
large, thus making the correct location excellent influence on marketing strategies as well.
Task 2
Whitbread has decided to open a new premier Inn in your locality. You have been asked to plan a
promotional campaign for the opening. You should produce a plan which must include:

a) Proposed Aims and objectives of the campaign

They became familiar with the characteristic of the product in order to create awareness about the campaign
in the target market. Whitbread chose to open Premier INN in my town for a new budget hotel. By using an
existing customer visit, increase sales to the existing customer base. The main goals and purpose of the new
Premier INN is to raise awareness of a target market campaign. Therefore, you were familiar with the product
characteristics. Building customer confidence and maintaining market position. The objectives of premier inn-

 Building customer confidence and maintaining market position.

 To increase selling by creating the desire to come and stay in hotel among the target market.

 To promote business in order to earn more money.

 To raise awareness among the target market and to attract more customers to make business
profitable.

 To provide convenience in a limited budget.

The Prime Inn's goal, however, is not only the promise of comfort or value, but also what customers want
from a hotel night–real comfort and a sense of being a home away from home. With the promise of' excellent
night's sleep guaranteed,' it extends beyond the promise of convenience or value and is something all
customers want from a promise that sleep is guaranteed every day. The company's goal is to put the customer
at the heart of all they do.

b) choice of Target Market for the campaign with justification

If I'm talking about my location, Himachal Pradesh is a religious place because there are plenty of natural
beauties here. The hotel has, however, selected the principal sectors which use their journeys and remain
in decent accommodation as their destination business class individuals and medium-sized households.
Thus, more travellers are there to serve more customers. In addition, there are very few restaurants
providing facilities of value at lower prices. Thus, the business quoted can create enormous earnings by
gaining big business stocks. It can give different provisions, stay orders, vouchers, etc. Companies can
perform multiple advertising actions, such as online marketing, to draw big amounts of clients in attempt
to boost sales and encourage clients. It helps to evaluate the needs of clients by choosing online marketing
policies and helps to boost revenues by enhancing sales techniques after analyzing the application.

Everyone with their households likes to waste a nice moment. There were many inexpensive restaurants in
the locality to remain, but the lake offered quality service such as smooth and comfortable homes, a good
toilet, big wardrobes and hygienic food, etc.

Premier Inn launched the first weekend to meet the needs of the medium-sized family in low-cost hotels
who want to take care of all the comforts. This is the correct decision for the target market for the
promotion. It is the easiest route to draw individuals to the following:-
  Packages
 One of the unique operations of your hotel
 Activity Packages
 National and foreign holidays and anniversaries
 Price offers
 Loyalty offers
 Seasonal campaigns
 Competitions and award drawings
 Monthly promotion
 Vouchers

The Premier Inn's goal is outstanding vision standard with improvement areas, for example. Whitbread's 2010
annual report suggests the Premier Inn's strategy is to increase space occupancy, attracting recreation
customers. This would suggest that non-brand query requirements could be improved and, if correctly
conducted, internet traffic and company room occupancy could be significantly increased.

c) Suitable promotional activities

Local television, radio and magazines are supporting the campaign's first mention. It's simple to reach the
target market and the smart selection of local TV. And radio can attract the focus of the target audience. Other
methods of promoting operations are:-

 Tube and shopping malls.

 Air balloons are a cause of advertising that catches your eyes.
 Social press
 sports activity or arena for sports

The Company will attract customers both locally and internationally, which is why the best media are:

 Television,
 newspapers,
 some internet
 advertising
 holdings
 People selling discounts.

The above mentioned media are best suited for product promotion as they can cater for a wide range of
customers at a time. Moreover, the aforementioned promotional tools cover various segments that are
good internet users as well as individuals that are not active on the internet. The promotional methods
used by companies are therefore included in the use of social media, couriers, product donations, emotion
marketing points of sale, cause and charity, branded promotional gifts and customer post-sales surveys,
etc.

In addition to this sense of familiarity, Premier Inn has worked hard to instil a sense of consumer
confidence–and this was achieved mainly by distinguishing themselves from the competition. The
customer also promotes the Premier Inn to attract more customers.
 With a reported emotional reaction, the choice of Premier Inn to swing in this land probably reflects the
intention of the consumer to buy more than the advertising material – through 3 to 1 in television
advertisements.

d) A plan for Implementation stating how it meets the objectives of the campaign
The principle is implemented by implementing the business plan. If theory and practice do not fit together, the
scheme stays on the drawing board. The business plan must be enforced with owing respect for the deadlines
laid. The duties of each individual engaged in the scheme must be obviously described. The execution strategy
must be an essential component of the business plan. The manager must be evident about the practical
workings of his company concepts.

The scheme will be introduced with definite objectives for its stakeholders. Each company's budget is laid for
the different offers and related tasks. It is also possible to retain the revenue and invest it in a fresh scheme.
All legal formalities must be prepared with Himachal Pradesh complete understanding. In fact, it is also
possible to define multiple approaches to fulfil the current company's objectives. Thus, by creating a plan,
which is the time, the goods are wanted by consumers, and how long demand is higher. It also involves the
cash spent in promoting the target market and so on before the scheme is implemented.

In relation to the pupil positioning program, the brand runs a Premier Inn Hospitality apprenticeship program
to hire people with a variety of educational backgrounds.

e) Meets the objectives of the campaign

Action plan: The breakdown of long-term schemes will assist the fresh Premier inn discover short-term
methods of preparation. This can be achieved in a variety of respects, but we will need to record down all our
objectives in a journal or a PC.

Time Table -A significant simplicity could be provided by a straightforward schedule–designed to include the
primary hotel in Nehore operating week and other obligations.

Writing down all the constraints on our moment will allow us to recognize any places of safe moment or
regions of our day that could be populated with more successful duties.

In order to begin our company, budget funding is the most significant main element. The Primer Inn is a
parent body that wants to start a fresh Braking hotel.
Conclusion
Using the right media for campaign is very important with the right time and the right place as we know that
advertisement cost a lot so it must take place. Social media is very imprecise to contact with people what they
want, what they think about you and what the need. Monitor the competition is the key point for success.
Bibliography
DELINEO. (n.d.). Retrieved May 10, 2019, from delineo.com: https://www.delineo.com/culture/premier-inn-seo-case-
study-4/

RYTE WIKI. (n.d.). Retrieved May 10, 2019, from ryte.com: https://en.ryte.com/wiki/AIDA