Arnott's
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The document is a revised campaign proposal from Yang Jiang and Yizhu Zheng for Arnott's that addresses current campaign issues and proposes extending their target market and using television, internet, promotions, and free samples as communication tools to help lead the company to success.
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1Copyright © 2015 McGraw-Hill Education. All rights reserv.docx
1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter 17
Public
Relations,
Publicity, and
Corporate
Advertising
17-2
Public Relations (PR)
Evaluates public attitudes
Identifies the policies and procedures of an
organization with the public interest
Executes a program of action to earn public
understanding and acceptance
17-3
Role of PR
Traditional role
• Maintain mutually
beneficial
relationships between
the organization and
its publics
• Act as a management
communications
function
New role
• Work together with
the marketing
department
• Contribute to the IMC
process in a way that
is consistent with
marketing goals
17-4
Marketing Public Relations (MPR)
Public relations activities designed to support
marketing objectives
Functions
Building marketplace excitement before media
advertising breaks
Improving ROI
Creating advertising news where there is no product
news
Introducing a product with little or no advertising
17-5
Marketing Public Relations (MPR)
Providing a value-added customer service
Building brand-to-customer bonds
Influencing the influentials
Defending products at risk and giving consumers a
reason to buy
17-6
Advantages and Disadvantages of
MPRs
Sources: Thomas L. Harris, “Marketing PR—The Second Century,” Reputation Management, www.prcentral.com , January/February 1999, pp. 1–6
2
17-7
Determining and Evaluating Public
Attitudes
Reasons
Provides input into the planning process
Serves as an early warning system
Secures support internally
Increases the effectiveness of the communication
17-8
Steps to Develop a PR Plan
Define public relations problems
Plan and program
Take action and communicate
Evaluate the program
17-9
Types of Target Audiences
Internal audiences
• People who are connected to
a firm with whom the firm
communicates on a routine
basis
• Employees
• Stockholders
• Investors
• Members of the local
community
• Suppliers
• Current customers
External audiences
• People who are not closely
connected with the
organization
• Media
• Educators
• Civic and business
organizations
• Governments
• Financial groups
17-10
Tools Used for Implementing the PR
Program
Press release: Statement provided to the media
Must be factual, true, and of interest to the medium
and its audience
Press conferences: Delivering information by
interacting directly with the media
Exclusives: Offering one particular medium
exclusive rights to the story
17-11
Tools Used for Implementing the PR
Program
Interviews - Interactions involving a spokesperson
answering questions directed toward him or her
Community involvement - Supporting and
contributing to a community
Internet - Helps to spread PR information
electronically
Social networks and blogs - Online social platforms
17-12
Advan.
Improved Questions Zaragoza V54
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Chapter #4
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MARKETING COMMUNICATION PLAN
Case DNA Finland Ltd: How to Gain More Russian Prepaid
Subscription Customers?
Lahti University of Applied Sciences
Degree Programme in International Business
JENNI-MARI LAITINEN: Marketing Communication Plan
Case DNA Finland Ltd: How to Gain
More Russian Prepaid Subscription
Customers?
Thesis for International Business 61 pages, 5 appendixes
Spring 2009
ABSTRACT
This thesis is about marketing communications. The objective is to define the
parts, which especially need to be considered in the functional and cost-effective
promotion planning process, and then apply these features to the case company’s
plan. The research question tries to solve the problem on what the case company
must observe in their promotion process when trying to gain more Russian
prepaid subscription customers.
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introduces marketing on a general level; marketing planning, the marketing mix,
the 4P model and the basics of the marketing communication. Promotion planning
is handled stage-by-stage by using the MCPF theory. The empirical part applies
theory to practice by developing a marketing communication plan for the case
company.
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segment. Therefore it is not to be a precise and detailed plan. Only prepaid
subscriptions and consumers are handled.
The qualitative study consists of multiple methods. The information is gathered
widely from different marketing and marketing communication textbooks,
magazine articles, web pages and by interviewing representatives of the case
company.
Marketing communication planning process is a versatile process, which requires
many resources from the company in order to be executed successfully. This study
offers the theoretical framework and an empirical paradigm for the person who
operates with marketing communication process. The result of the study is the
marketing communication plan for the case company. It helps the implementation
of the planning process and offers comprehensive information about the subject.
Marketing communicatios plan, case DNA Finland Ltd
Tämä opinnäytetyö käsittelee markkinointiviestintäsuunnittelua. Tavoitteena on
selvittää, mitä osa-alueita suunnittelussa tulee huomioida ja mihin seikkoihin
käytännönläheinen suunnitelma keskittyy. Tutkimuskysymys pyrkii selvittämään
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hankkiakseen lisää venäläisiä prepaid-matkapuhelinasiakkaita.
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markkinoinnin suunnitteluprosessin sekä markkinoinnin kilpailukeinot (ns. 4Pmallin) ja lopulta keskittyen markkinointiviestintään. Suunnitteluprosessin vaiheet
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markkinointiviestintäsuunnitelma. Tutkimuksen ei ole tarkoitus olla tarkka ja
yksityiskohtainen viestintäsuunnitelma, vaan tarjota käyttäjäystävällinen
markkinointiviestintäkehys lukijalle.
Kyseessä on kvalitatiivinen tutkimus, jonka menetelminä on käytetty erilaisten
markkinointiin ja markkinointiviestintään keskittyvien kirjojen, lehtiartikkeleiden
ja Internet-sivujen lisäksi kohdeyrityksen edustajien haastattelua. Tietoa on
hankittu laaja-alaisesti aihetta eri näkökulmista käsittelevistä teoksista.
Markkinointisuunnitelma on laaja ja monipuolinen prosessi, jonka toteutus vaatii
yritykseltä paljon resursseja. Tämä tutkimus tarjoaa teoreettisen pohjan ja
empiirisen esimerkin markkinointiviestintäsuunnitelman parissa toimivalle.
Tutkimuksen tuloksena syntynyt markkinointiviestintäsuunnitelma tarjoaa tietoa
aiheesta laaja-alaisesti ja helpottaa lukijan omaa suunnitteluprosessia.
Principlesof marketing 04 [compatibility mode]
This document provides an overview of managing marketing information and gaining customer insights. It discusses assessing marketing information needs, developing marketing information through internal data, marketing intelligence, and marketing research. Marketing research involves defining problems, developing a research plan, collecting and analyzing data, and reporting results. The document also covers analyzing and using marketing information through customer relationship management, as well as distributing and using the information.
4-step public relations process
The document outlines the end of semester schedule and assignments for a public relations class. It includes the dates for returning assignments, reviewing final projects, group presentations, and the final exam. It also provides details on assignments like the letter to the editor rubric, group research project, and criteria for evaluating the final four-step public relations project. The four-step PR process is broken down in the document as research, planning, communication, and evaluation.
Chap14 econ 161
BMW introduced the MINI Cooper into the US market with a small budget and staff, facing competition from SUV sales. They broke from traditional auto advertising by mounting MINIs on SUVs in 22 cities as part of an integrated "Let's Motor" campaign using unconventional media. The campaign was a success, growing brand awareness from 2% to 53% of US consumers and exceeding sales projections by over 80%.
Chapter #4.ppt
This document provides an overview of chapter 4 which discusses managing marketing information and gaining customer insights. It covers assessing marketing information needs, developing marketing information through internal data, marketing intelligence, and marketing research. It also discusses analyzing marketing information using tools like CRM, distributing and using the information, and other considerations around marketing research. The overall goal is to gain fresh insights into customer needs and wants through effective use of marketing information.
Kotler pom13e student_04
This document summarizes key points from Chapter 4 of a marketing textbook. It discusses the importance of obtaining fresh customer insights and how marketing information systems are used to assess customer needs, develop relevant information through research, and analyze data to gain insights. It also covers considerations for distributing information throughout a company and analyzing ethics in marketing research.
Fevicol and its marketingmix 1
This document is a project report submitted by Naresh Yeligeti to Vidyalankar School of Information Technology on Fevicol and its marketing mix. The report contains an introduction, preface, table of contents, and chapters on the company and brand background, the 4Ps of marketing (product, price, place, promotion), market segmentation, and brand positioning of Fevicol. The project aims to study Fevicol's marketing strategy and marketing mix using primary and secondary research methods within the limitations of time and resources available.
Marketing Mix.
This document discusses the marketing mix, which refers to the combination of marketing tools a company uses to satisfy customers and achieve organizational goals. It describes the traditional 4Ps of marketing - product, price, place, and promotion. It also discusses 3 additional Ps: people, process, and physical environment. For each P, key considerations are outlined, such as what to offer for product, pricing strategies, distribution channels for place, and advertising vs. personal selling for promotion. The marketing mix must be tailored based on objectives, products, target markets, and other factors.
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三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
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Dft advertising-campaigns-information-sheet-rbk4 el2a
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The document discusses the marketing mix, which consists of the 4Ps - product, price, place, and promotion. It explains that these elements form the basis of a marketing strategy and getting the right balance is critical for successfully marketing a product. Product refers to the good or service being offered. Price must be set appropriately based on quality perceptions. Promotion involves advertising and sales initiatives to raise awareness and drive sales. Place refers to distribution channels used to make the product available to consumers. Market research is important to understand customer needs that the marketing mix can be designed to meet.
1Copyright © 2015 McGraw-Hill Education. All rights reserv.docx
1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter 17
Public
Relations,
Publicity, and
Corporate
Advertising
17-2
Public Relations (PR)
Evaluates public attitudes
Identifies the policies and procedures of an
organization with the public interest
Executes a program of action to earn public
understanding and acceptance
17-3
Role of PR
Traditional role
• Maintain mutually
beneficial
relationships between
the organization and
its publics
• Act as a management
communications
function
New role
• Work together with
the marketing
department
• Contribute to the IMC
process in a way that
is consistent with
marketing goals
17-4
Marketing Public Relations (MPR)
Public relations activities designed to support
marketing objectives
Functions
Building marketplace excitement before media
advertising breaks
Improving ROI
Creating advertising news where there is no product
news
Introducing a product with little or no advertising
17-5
Marketing Public Relations (MPR)
Providing a value-added customer service
Building brand-to-customer bonds
Influencing the influentials
Defending products at risk and giving consumers a
reason to buy
17-6
Advantages and Disadvantages of
MPRs
Sources: Thomas L. Harris, “Marketing PR—The Second Century,” Reputation Management, www.prcentral.com , January/February 1999, pp. 1–6
2
17-7
Determining and Evaluating Public
Attitudes
Reasons
Provides input into the planning process
Serves as an early warning system
Secures support internally
Increases the effectiveness of the communication
17-8
Steps to Develop a PR Plan
Define public relations problems
Plan and program
Take action and communicate
Evaluate the program
17-9
Types of Target Audiences
Internal audiences
• People who are connected to
a firm with whom the firm
communicates on a routine
basis
• Employees
• Stockholders
• Investors
• Members of the local
community
• Suppliers
• Current customers
External audiences
• People who are not closely
connected with the
organization
• Media
• Educators
• Civic and business
organizations
• Governments
• Financial groups
17-10
Tools Used for Implementing the PR
Program
Press release: Statement provided to the media
Must be factual, true, and of interest to the medium
and its audience
Press conferences: Delivering information by
interacting directly with the media
Exclusives: Offering one particular medium
exclusive rights to the story
17-11
Tools Used for Implementing the PR
Program
Interviews - Interactions involving a spokesperson
answering questions directed toward him or her
Community involvement - Supporting and
contributing to a community
Internet - Helps to spread PR information
electronically
Social networks and blogs - Online social platforms
17-12
Advan.
Improved Questions Zaragoza V54
This document contains summaries of learning questions from various chapters of Philip Kotler's marketing management textbook. The questions cover topics such as different types of company orientations, components of a marketing information system, measuring customer satisfaction, psychographic segmentation, and brand element choice criteria. Sample questions and answers are provided to help students learn key concepts from each chapter.
Chapter #4
This document outlines chapter 4 of a marketing textbook, which discusses managing marketing information and gaining customer insights. The chapter covers assessing marketing information needs, developing marketing information through various methods like marketing research and customer relationship management, analyzing marketing information, and distributing and using the information. The overall goal is to provide companies with fresh insights into customer needs and wants in order to create more value for customers.
Kotler framework 5e_16_sppt
The document outlines the key steps in developing marketing communication programs, including advertising, sales promotion, events/experiences, and public relations. It discusses setting objectives and budgets, developing campaigns, choosing media, and making measurement plans for advertising. For sales promotion, it covers selecting appropriate tactics, developing programs, and evaluating results. When planning events/experiences, companies should choose events that align with their brand and design programs to measure effectiveness. Public relations can support new product launches, image building, and addressing public problems through tools like publications, events and news.
Marketing communication-plan-free-
MARKETING COMMUNICATION PLAN
Case DNA Finland Ltd: How to Gain More Russian Prepaid
Subscription Customers?
Lahti University of Applied Sciences
Degree Programme in International Business
JENNI-MARI LAITINEN: Marketing Communication Plan
Case DNA Finland Ltd: How to Gain
More Russian Prepaid Subscription
Customers?
Thesis for International Business 61 pages, 5 appendixes
Spring 2009
ABSTRACT
This thesis is about marketing communications. The objective is to define the
parts, which especially need to be considered in the functional and cost-effective
promotion planning process, and then apply these features to the case company’s
plan. The research question tries to solve the problem on what the case company
must observe in their promotion process when trying to gain more Russian
prepaid subscription customers.
The study is divided into theoretical and empirical parts. The theory part
introduces marketing on a general level; marketing planning, the marketing mix,
the 4P model and the basics of the marketing communication. Promotion planning
is handled stage-by-stage by using the MCPF theory. The empirical part applies
theory to practice by developing a marketing communication plan for the case
company.
The research offers feasible ideas to accomplish promotion towards the target
segment. Therefore it is not to be a precise and detailed plan. Only prepaid
subscriptions and consumers are handled.
The qualitative study consists of multiple methods. The information is gathered
widely from different marketing and marketing communication textbooks,
magazine articles, web pages and by interviewing representatives of the case
company.
Marketing communication planning process is a versatile process, which requires
many resources from the company in order to be executed successfully. This study
offers the theoretical framework and an empirical paradigm for the person who
operates with marketing communication process. The result of the study is the
marketing communication plan for the case company. It helps the implementation
of the planning process and offers comprehensive information about the subject.
Marketing communicatios plan, case DNA Finland Ltd
Tämä opinnäytetyö käsittelee markkinointiviestintäsuunnittelua. Tavoitteena on
selvittää, mitä osa-alueita suunnittelussa tulee huomioida ja mihin seikkoihin
käytännönläheinen suunnitelma keskittyy. Tutkimuskysymys pyrkii selvittämään
osa-alueet, joihin kohdeyrityksen tulee markkinointiviestinnässään panostaa
hankkiakseen lisää venäläisiä prepaid-matkapuhelinasiakkaita.
Työ jakaantuu teoreettiseen ja empiiriseen jaksoon. Teoriaosa lähestyy aihetta
laaja-alaisesti, alkaen markkinoinnin käsitteestä hyvin yleisellä tasolla, esitellen
markkinoinnin suunnitteluprosessin sekä markkinoinnin kilpailukeinot (ns. 4Pmallin) ja lopulta keskittyen markkinointiviestintään. Suunnitteluprosessin vaiheet
ja usein käytetty MCPF-suunnittelurunkomalli on esitelty omassa kappaleessaan.
Empiirisessä osassa teoriaa sovelletaan käytäntöön niin, että
markkinointiviestinnän teorian pohjalta luodaan kohdeyritykselle
markkinointiviestintäsuunnitelma. Tutkimuksen ei ole tarkoitus olla tarkka ja
yksityiskohtainen viestintäsuunnitelma, vaan tarjota käyttäjäystävällinen
markkinointiviestintäkehys lukijalle.
Kyseessä on kvalitatiivinen tutkimus, jonka menetelminä on käytetty erilaisten
markkinointiin ja markkinointiviestintään keskittyvien kirjojen, lehtiartikkeleiden
ja Internet-sivujen lisäksi kohdeyrityksen edustajien haastattelua. Tietoa on
hankittu laaja-alaisesti aihetta eri näkökulmista käsittelevistä teoksista.
Markkinointisuunnitelma on laaja ja monipuolinen prosessi, jonka toteutus vaatii
yritykseltä paljon resursseja. Tämä tutkimus tarjoaa teoreettisen pohjan ja
empiirisen esimerkin markkinointiviestintäsuunnitelman parissa toimivalle.
Tutkimuksen tuloksena syntynyt markkinointiviestintäsuunnitelma tarjoaa tietoa
aiheesta laaja-alaisesti ja helpottaa lukijan omaa suunnitteluprosessia.
Principlesof marketing 04 [compatibility mode]
This document provides an overview of managing marketing information and gaining customer insights. It discusses assessing marketing information needs, developing marketing information through internal data, marketing intelligence, and marketing research. Marketing research involves defining problems, developing a research plan, collecting and analyzing data, and reporting results. The document also covers analyzing and using marketing information through customer relationship management, as well as distributing and using the information.
4-step public relations process
The document outlines the end of semester schedule and assignments for a public relations class. It includes the dates for returning assignments, reviewing final projects, group presentations, and the final exam. It also provides details on assignments like the letter to the editor rubric, group research project, and criteria for evaluating the final four-step public relations project. The four-step PR process is broken down in the document as research, planning, communication, and evaluation.
Chap14 econ 161
BMW introduced the MINI Cooper into the US market with a small budget and staff, facing competition from SUV sales. They broke from traditional auto advertising by mounting MINIs on SUVs in 22 cities as part of an integrated "Let's Motor" campaign using unconventional media. The campaign was a success, growing brand awareness from 2% to 53% of US consumers and exceeding sales projections by over 80%.
Chapter #4.ppt
This document provides an overview of chapter 4 which discusses managing marketing information and gaining customer insights. It covers assessing marketing information needs, developing marketing information through internal data, marketing intelligence, and marketing research. It also discusses analyzing marketing information using tools like CRM, distributing and using the information, and other considerations around marketing research. The overall goal is to gain fresh insights into customer needs and wants through effective use of marketing information.
Kotler pom13e student_04
This document summarizes key points from Chapter 4 of a marketing textbook. It discusses the importance of obtaining fresh customer insights and how marketing information systems are used to assess customer needs, develop relevant information through research, and analyze data to gain insights. It also covers considerations for distributing information throughout a company and analyzing ethics in marketing research.
Fevicol and its marketingmix 1
This document is a project report submitted by Naresh Yeligeti to Vidyalankar School of Information Technology on Fevicol and its marketing mix. The report contains an introduction, preface, table of contents, and chapters on the company and brand background, the 4Ps of marketing (product, price, place, promotion), market segmentation, and brand positioning of Fevicol. The project aims to study Fevicol's marketing strategy and marketing mix using primary and secondary research methods within the limitations of time and resources available.
Marketing Mix.
This document discusses the marketing mix, which refers to the combination of marketing tools a company uses to satisfy customers and achieve organizational goals. It describes the traditional 4Ps of marketing - product, price, place, and promotion. It also discusses 3 additional Ps: people, process, and physical environment. For each P, key considerations are outlined, such as what to offer for product, pricing strategies, distribution channels for place, and advertising vs. personal selling for promotion. The marketing mix must be tailored based on objectives, products, target markets, and other factors.
Similar to Arnott's (20)
Dft advertising-campaigns-information-sheet-rbk4 el2a
Dft advertising-campaigns-information-sheet-rbk4 el2a
CHAPTER 4 PRINCIPLES OF MARKETING.pptx for students
CHAPTER 4 PRINCIPLES OF MARKETING.pptx for students
1Copyright © 2015 McGraw-Hill Education. All rights reserv.docx
1Copyright © 2015 McGraw-Hill Education. All rights reserv.docx
Marketing communicatios plan, case DNA Finland Ltd
Marketing communicatios plan, case DNA Finland Ltd
Managing marketing information to gain customer insights
Managing marketing information to gain customer insights
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Arnott's
- 1. Arnott's revised campaign proposal Yang Jiang Yizhu Zheng
- 2. Contents Introduction Current campaign issues Revised marketing communication strategies Communications tools Conclusion
- 3. 04/17/13 ddsdfsd Introduction 是否要编个 agency ，还是只要放我们两人的名字 Team menber Agency imformatiom
- 4. 04/17/13 Current campaign issues 1. Target market selection 2. communication tool selection
- 5. 04/17/13 Revised marketing communication strategies 1. Target market extension
- 6. 04/17/13 1. Target market extension Target market Adult males Adult males Women children
- 7. 04/17/13 2. Communications tools • Promotion campaign • Free sample taste
- 9. 04/17/13 Communications tools • Television e.g. TV commercial • Interenet e.g. Facebook, Youtube
- 11. 04/17/13 Conclusion Creative suggestions on marketing communication help company lead to success.
- 12. 04/17/13