INTEGRATED MARKETING COMMUNICATIONS STRATEGY Katarína Chomová, 2013
= Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
= Short-term incentives to encourage the purchase or sale of a product or service.
= Personal presentation by the firmÂ´s sales force for the purpose of making sales and building customer relantionships.
PUBLIC RELATIONS (PR)
= Building good relations with the componyÂ´s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events.
INTEGRATED MARKETING COMMUNICATIONS STRATEGY = Carefully integrating and coordinating the companyÂ´s many communications channels to deliver a clear, consistent and compelling message about the organization and its products
The beautifully integrated „Häagen-Dazs loves honey bees“ marketing communications campaign has helped make Häagen-Dazs more than just another premium ice cream brand. It´s now „a brand with a heart and a soul.“
STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION
(1) Identifing the Target Audience
(2) Determining the Communication Objectives
(3) Designing a Message
(3) Choosing Media
(4) Selecting the Message Source
(5) Collecting Feedback
Innocent was founded by three friends Richard Reed, Adam Balon and Jon Wright, who were working in consulting and advertising.
The boys sell their first smoothies from a stall at a music festival in London. A sign above the stall reads “Should we give up our jobs to make these smoothies?” and people are asked to throw their empties into bins marked ‘Yes’ or ‘No’. (‘Yes’ wins.)
"Ingredients 2 apples, 5 strawberries and 2 nuns *". Down on the label is a footnote: "In those nuns we made fun."
Unusual communication tools Innocent car