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Communication objectives in marketing
This document discusses marketing communication objectives and strategies for four brands - CHERY, TsUM, cigarettes, and RAKHAT chocolate. The objectives are to inform, persuade and remind. Strategies mentioned include advertising, public relations, personal selling, direct marketing, branding, promotions, sponsorships, merchandising, packaging and point-of-sale strategies. Location, concepts, tenant mixes, and targeting different customer groups are also discussed for optimal brand awareness, preference and sales.
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Communication objectives in marketing
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- 2. Inform, Persuade andRemind
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- 4. Persuade: create apreference
- 5. Remind: take anaction
- 6. comprises 5 major modes Marketing communications
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- 17. Create a brandawareness
- 18. “ Best ChineseBrand in 2010”
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- 25. "Safer, More EnergySaving and More Environmental-Friendly"
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- 32. TsUM isa strong BRAND from Soviet time (1961)
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- 36. Brand awareness Brandattitude Brand purchase intentions
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- 40. Facilities for disabledpeople
- 41. Leisure facilities bringextra profits
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- 44. … is alegal right
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- 46. Promotion done by TsUMor by tenants
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- 48. Favorable location Well-thoughtconcept Tenant mix (anchor contribution) Competent property management
- 49. New slogan: “ Central. Universal. Fashionable.”
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- 51. SMOKING is DANGEROUS for your LIFE.
- 52. The visibility of the package makes packaging an important advertising vehicle
- 53. Women desire tolook more feminine and stylish....
- 54. Youth wants to look cool....
- 55. Men ARE cool....
- 56. Distribution of nontobacco items which bear the name or logo
- 57. Sunglasses, key chains,calendars, sporting goods, T-shirts, caps...
- 58. Brand canbe embedded into some of the most popular video games
- 59. Average gamer is29 years old
- 60. Endorsement and testimonials
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- 62. Support of sportclubs…
- 63. Importance of Point-of-sale to the Cigarette Industry
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- 66. Retail value added—bonus tobacco products
- 67. Retail value added—non-tobacco-product bonus
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- 69. 4. RAKHAT (since1942)
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- 72. … OUTDOORADVERTISING
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- 77. … INOTHER REGIONS…
- 78. … OFKAZAKHSTAN
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- 82. TV ADS FORGERMAN CUSTOMERS
- 83. WHAT’S YOUR CHOCOLATE?RAKHAT!
- 84. 4 P’s 4 C’s
- 85. Product VS Customer
- 86. Price VS Cost
- 87. Place VS Convenience
- 88. Promotion VSCommunication
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