INTEGRATED MARKETING

COMMUNICATIONS STRATEGY88

chapter:

Katarína Chomová, 2013

PROMOTION MIX

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

identified sponsor

ADV

ERTI

SIN

GAD

VERT

ISIN

G

= 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

= 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

= 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)

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 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.“.“

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&v=5hd_BmPfxIo

COMMUNICATION PROCESS