Download - PROMOTION 2013
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INTEGRATED MARKETING
COMMUNICATIONS STRATEGY88
chapter:
Katarína Chomová, 2013
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PROMOTION MIX
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= Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor
ADV
ERTI
SIN
GAD
VERT
ISIN
G
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= Short-term incentives to encourage the purchase or sale
of a product or service.
SAL
ES
SALE
S PR
OM
OTI
ON
PRO
MO
TIO
N
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= Personal presentation by the firm´s sales force for the
purpose of making sales and building customer
relantionships.
PERS
ON
AL
PERS
ON
AL
SELL
ING
SELL
ING
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= 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.
PU
BLIC
PU
BLIC
RE
LATI
ON
S (P
R)RE
LATI
ON
S (P
R)
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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
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The beautifully integrated The beautifully integrated „„Häagen-Dazs loves honey beesHäagen-Dazs loves honey bees“ “ marketing communications marketing communications campaign has helped make campaign has helped make Häagen-Dazs more than just Häagen-Dazs more than just another premium ice cream another premium ice cream brand. It´s now „brand. It´s now „a brand with a a brand with a heart and a soulheart and a soul.“.“
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STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION
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(1) Identifing the Target Audience
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(2) Determining the Communication Objectives
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(3) Designing a Message
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(3) Choosing Media
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(4) Selecting the Message Source
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(5) Collecting Feedback
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Innocent was founded by three friends Richard Reed, Adam Balon and Jon Wright, who were working in consulting and advertising.
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Helping people
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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.)
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Portfolio
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Typical costumers
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"Ingredients 2 apples, 5 strawberries and 2 nuns *".Down on the label is a footnote: "In those nuns we made fun."
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Unusual communication tools
Innocent car
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Being Sustainable
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http://www.youtube.com/watch?feature=player_detailpage&v=5hd_BmPfxIo
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COMMUNICATION PROCESS