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Communication objectives in marketing

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Makha U
Makha U

Communication objectives in marketing, Marketing management course.

BusinessGesundheit & Medizin
1 von 89
Communication objectives
Inform, Persuade and Remind
Inform: build awareness
Persuade: create a preference
Remind: take an action
comprises 5 major modes Marketing communications
Personal selling
Advertising
Public Relations
Direct marketing
 
1. CHERY
 
 
 
 
Create a brand awareness
“ Best Chinese Brand in 2010”
TV advertising
SHOW ROOM
BILLBOARD
PROMO
SPONSORSHIP
Public Relations
"Safer, More Energy Saving and More Environmental-Friendly"
PERSONAL SELLING
BANK LOANS
BENEFITS
BENEFITS
 
2.TsUM
TsUM is a strong BRAND from Soviet time (1961)
Favorable location
Attracting tenants …
… and consumers
Brand awareness Brand attitude Brand purchase intentions
Change of concept
Customer-oriented
Convenient Layout
Facilities for disabled people
Leisure facilities bring extra profits
Food court
Refund policy…
… is a legal right
Whole day shopping
Promotion done by TsUM or by tenants
Public events
[object Object],[object Object],[object Object],[object Object]
New slogan:   “ Central. Universal. Fashionable.”
cigarettes State line 3.
SMOKING is DANGEROUS for your LIFE.
The visibility of the package makes packaging an important advertising vehicle
Women desire to look more feminine and stylish....
Youth wants to look cool....
Men ARE cool....
Distribution of nontobacco items which bear the name or logo
Sunglasses, key chains, calendars, sporting goods, T-shirts, caps...
Brand can be embedded into some of the most popular video games
Average gamer is 29 years old
Endorsement and testimonials
Sponsorship
Support of sport clubs…
Importance of Point-of-sale to the Cigarette Industry
 
 
Retail value added— bonus tobacco products
Retail value added— non-tobacco-product bonus
 
4. RAKHAT (since 1942)
SENSES
WISE DISTRIBUTION MEANS…
… OUTDOOR ADVERTISING
… MERCHANDISING
EXHIBITION
PROMO
BILLBOARDS…
… IN OTHER REGIONS…
… OF KAZAKHSTAN
MAGAZINES
LEAFLETS
POSTERS
TV ADS FOR GERMAN CUSTOMERS
WHAT’S YOUR CHOCOLATE? RAKHAT!
4 P’s 4 C’s
Product VS Customer
Price VS Cost
Place VS Convenience
Promotion VS Communication
 

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