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INTEGRATED MARKETING COMMUNICATIONS STRATEGY Katarína Chomová, 2013


PROMOTION MIX


ADVERTISING

= Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor


SALES PROMOTION

= Short-term incentives to encourage the purchase or sale of a product or service.


PERSONAL SELLING

= Personal presentation by the firm´s sales force for the purpose of making sales and building customer relantionships.


PUBLIC RELATIONS (PR)

= Building good relations with the compony´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 company´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.


Helping people


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.)


Portfolio


Typical costumers


"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


Being Sustainable


http://youtu.be/sP03Hjl55JU


http://www.youtube.com/watch?feature=player_detailpage&


COMMUNICATION PROCESS


PROMOTION 2013