Interflora is proposing an integrated marketing communications campaign to increase younger consumers' awareness of Grandparents' Day in the UK. The campaign plan includes advertising to create awareness and promote an event called "Flora Design Competition", the event itself to engage participants and create a positive brand experience, and a sales promotion and public relations efforts. The objectives are to boost Grandparents' Day awareness, increase Interflora sales, and create positive word of mouth. The target audience is UK young adults who do not often visit their grandparents. The campaign will be evaluated before, during and after using methods like focus groups and measuring sales, website traffic and brand metrics.
This document provides an analysis of Zara, including its target market, value proposition, competitors, and strategies. It discusses Zara's strengths in fast fashion and affordable prices for young, fashion-conscious customers. The analysis examines Zara's marketplace, including Turkey's economic and demographic trends. It finds opportunities in global expansion and threats from new entrants. Finally, the document evaluates Zara's cost leadership strategy and recommends collaborating with local firms and influencers to respond quickly to fashion trends.
Dunkin' Donuts failed in India for several key reasons:
1) It did not understand typical Indian breakfast habits, which favor savory foods like parathas and dosas rather than sweet donuts.
2) It focused on coffee rather than chai, which is the preferred hot beverage in India.
3) It struggled to compete with inexpensive local sweet shops that are deeply ingrained in Indian culture.
4) Its prices were too high for most average Indian salaries.
Zara segments its customers demographically as those aged 18-40 with mid-range incomes who are interested in fashion trends. It also considers psychographic factors like customers' busy lifestyles. Zara targets this segment through store locations in busy areas and stocking new products twice weekly. It focuses on customer orientation through excellent service and frequent surveys. Zara positions itself as a designer brand through on-trend designs from over 200 designers, yet prices competitively like dedicated fashion ranges through its rapid production model replenishing stores twice weekly.
Zara is a Spanish clothing retailer known for fast fashion. In Turkey, Zara targets young, fashionable consumers. It focuses on women but also has lines for teens and kids. Though Zara has no geographic segmentation, its styles are similar worldwide. To drive sales, Zara releases new designs weekly and prices them competitively. It distributes widely through owned stores in major cities and delivers orders within 24-48 hours. Zara promotes through new collections in stores and online without advertising, relying on word-of-mouth and social media.
IKEA was founded in 1943 in Sweden and has grown to become the largest furniture retailer in the world. It achieves success through offering Scandinavian design at extremely low prices. IKEA visits consumers to understand local preferences and adapts products accordingly, such as adding deeper drawers for US wardrobes and more seating in California stores. While IKEA revolutionized furniture shopping through its self-assembly model and one-way store layout, drawbacks include potential quality issues and an overwhelming experience for some customers. IKEA continues to use market research and product differentiation to meet demands in local markets through a transnational strategy.
Devin's Food Delivery is launching a new food delivery service in Gautier, Mississippi. The marketing plan aims to achieve 100% customer satisfaction by delivering food on time. As the first company in the area to offer this specific service, Devin's will promote heavily to gain market share before competitors enter. The target market is families and millennials in the three coastal counties who value convenience and satisfaction over price. The capital required is $650,000 which will cover startup costs and expenses for the first 3 years, after which the loan will be paid off. Promotion strategies include direct mail, magazine ads, website ads, sponsorships and affiliations to build brand awareness and customer satisfaction.
The presentation has been prepared by the students of MFM(Master of Fashion Management), NIFT, Delhi as a part of the study on the Inventory Management of ZARA.
This document provides an analysis of Zara, including its target market, value proposition, competitors, and strategies. It discusses Zara's strengths in fast fashion and affordable prices for young, fashion-conscious customers. The analysis examines Zara's marketplace, including Turkey's economic and demographic trends. It finds opportunities in global expansion and threats from new entrants. Finally, the document evaluates Zara's cost leadership strategy and recommends collaborating with local firms and influencers to respond quickly to fashion trends.
Dunkin' Donuts failed in India for several key reasons:
1) It did not understand typical Indian breakfast habits, which favor savory foods like parathas and dosas rather than sweet donuts.
2) It focused on coffee rather than chai, which is the preferred hot beverage in India.
3) It struggled to compete with inexpensive local sweet shops that are deeply ingrained in Indian culture.
4) Its prices were too high for most average Indian salaries.
Zara segments its customers demographically as those aged 18-40 with mid-range incomes who are interested in fashion trends. It also considers psychographic factors like customers' busy lifestyles. Zara targets this segment through store locations in busy areas and stocking new products twice weekly. It focuses on customer orientation through excellent service and frequent surveys. Zara positions itself as a designer brand through on-trend designs from over 200 designers, yet prices competitively like dedicated fashion ranges through its rapid production model replenishing stores twice weekly.
Zara is a Spanish clothing retailer known for fast fashion. In Turkey, Zara targets young, fashionable consumers. It focuses on women but also has lines for teens and kids. Though Zara has no geographic segmentation, its styles are similar worldwide. To drive sales, Zara releases new designs weekly and prices them competitively. It distributes widely through owned stores in major cities and delivers orders within 24-48 hours. Zara promotes through new collections in stores and online without advertising, relying on word-of-mouth and social media.
IKEA was founded in 1943 in Sweden and has grown to become the largest furniture retailer in the world. It achieves success through offering Scandinavian design at extremely low prices. IKEA visits consumers to understand local preferences and adapts products accordingly, such as adding deeper drawers for US wardrobes and more seating in California stores. While IKEA revolutionized furniture shopping through its self-assembly model and one-way store layout, drawbacks include potential quality issues and an overwhelming experience for some customers. IKEA continues to use market research and product differentiation to meet demands in local markets through a transnational strategy.
Devin's Food Delivery is launching a new food delivery service in Gautier, Mississippi. The marketing plan aims to achieve 100% customer satisfaction by delivering food on time. As the first company in the area to offer this specific service, Devin's will promote heavily to gain market share before competitors enter. The target market is families and millennials in the three coastal counties who value convenience and satisfaction over price. The capital required is $650,000 which will cover startup costs and expenses for the first 3 years, after which the loan will be paid off. Promotion strategies include direct mail, magazine ads, website ads, sponsorships and affiliations to build brand awareness and customer satisfaction.
The presentation has been prepared by the students of MFM(Master of Fashion Management), NIFT, Delhi as a part of the study on the Inventory Management of ZARA.
Supply chain management - Retail Industry (MBA)Dinesh Pal
In this PPT, We have used all concepts of Supply chain management. Very Unique terminologies are being used in the SCM field.
Only for academic purpose.
Zara has been highly successful due to its relentless focus on customers and use of customer relationship management (CRM). It pioneered the use of personal digital assistants to collect customer data in real time on transactions and preferences. This data is then used by designers to quickly produce new items based on trends. Store employees also provide valuable customer insights that help shape product offerings. As a result, Zara is able to keep customers loyal and engaged with a short production cycle that ensures it always has the latest fashions available.
This my 4th week report of my Marketing Analytics Course in Coursera. I really appreciate people who leave comments on this report, so that I know my shortcomings in writing this report. And please don’t copy without my permission.
Carrine Kezia Aulia presented a final project on Zara, a global fashion retailer owned by Inditex Group. The 3-sentence summary is:
Zara was founded in 1975 in La Coruna, Spain and has grown to over 1,700 stores in 82 countries, known for its ability to spot trends and quickly design and produce fashionable clothing at affordable prices. The presentation outlined Zara's company profile, operations in Spain and commitment to corporate social responsibility, as well as its strategic plan to expand further in Asia through improving its online presence and social media engagement. Competitors including H&M, Gap, and Uniqlo were also discussed.
The project is a study on how Vertical Integration as a supply chain strategy has worked for Zara in emerging as a fast fashion system. It also focuses on analyzing the competitive advantages and the challenges of implementing Vertical Integration for Zara.
The document discusses Zara's business model and IT systems. It identifies that Zara uses a just-in-time production and delivery model to bring new fashion items to stores twice weekly. Zara's IT systems currently use outdated technologies like DOS for point-of-sale systems. The document evaluates options to modernize Zara's IT infrastructure, including fully externalizing the project or having internal staff work with external partners. It recommends modernizing systems using a UNIX solution, as this provides the lowest annual fees over 5 years while meeting Zara's needs for improved in-store and headquarters connectivity.
ZARA Case Study: Role of Supply chain in organizational Successsadia butt
This document discusses the supply chain of Zara, a Spanish clothing retailer known for its fast fashion model. It outlines Zara's vertically integrated supply chain that allows it to design, manufacture, and distribute clothing in as little as 2-3 weeks. Key factors in Zara's supply chain success include vertical integration, use of information technologies to gain customer insights, and shorter lead times enabled by local sourcing and production in small batches.
Supply Chain Management of Zara (Case Study)Neha Chauhan
This document provides an overview of the Spanish apparel company Inditex and its flagship brand Zara. It discusses Zara's history and founding, Inditex's financial performance, Zara's unique business model centered around rapid design, production and distribution, and Zara's positioning within the global apparel industry. Key aspects of Zara's model include in-house design teams that produce new collections bi-weekly, local Spanish and Portuguese production facilities allowing for quick fulfillment, and a vertically integrated supply chain.
Zara is a Spanish fast fashion retailer founded in 1975 that has grown to over 2000 stores in 88 countries. It designs 10,000-20,000 new items per year, about 3 times as many as GAP or H&M, and produces them in small quantities to maintain an image of exclusivity. All clothing is shipped to a distribution center in Spain and then redistributed worldwide. Zara's success stems from its continuous monitoring of changing customer tastes and trends through feedback, tight control of its global manufacturing process, and preference for opening new stores over advertising to showcase new designs.
Operations management is the administration of business practices to create the highest level of efficiency possible within an organization. It is concerned with converting materials and labor into goods and services as efficiently as possible to maximize the profit of an organization.
One Stop Grocery is a new startup that aims to provide hassle-free online grocery shopping to customers. It plans to collaborate with local grocery stores across cities to fulfill online orders placed through their app or website. This allows customers to shop for daily commodities from home without waiting in long queues. The company's goal is to generate Rs. 200 crore in turnover by 2016-2017 through this convenient online grocery shopping model while maintaining quality and building trust with customers.
Subway prides itself on being a healthy fast food option that offers custom sandwiches. It was founded in 1965 and grew exponentially through an aggressive franchising model with low startup costs. This allowed Subway to flourish domestically and expand internationally starting in 1984, using a strategy of working with local developers to establish franchises while maintaining its core menu. Subway's success stems from a unique value proposition targeting dissatisfied customers and a low-cost franchising model enabling domestic and international growth.
Fresh & Healthy Brands started in 1997 with the opening of Juice Zone. It has since expanded to include several healthy food concepts and now franchises in 24 countries. Yo-Good is its frozen yogurt franchise offering non-fat yogurt and fresh toppings. Its marketing focuses on the health benefits of yogurt and word-of-mouth promotion. Yo-Good plans to open a location in Lahore, Pakistan and projects net profits of over 39% in its first year.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.
Zara's value chain is highly integrated and controlled. It sources materials and produces about half of products in Spain and Europe to allow for quick design changes. Products are shipped to stores within 24 hours in Europe. Store managers have autonomy to make replenishment orders based on sales data. Zara uses minimal marketing and focuses on window displays. Its competitive advantage lies in its ability to design, produce, and deliver fashion trends rapidly and at scale through its vertically integrated system.
Webvan was an online grocery delivery company that operated from 1999-2001 and went bankrupt. It aimed to deliver groceries within a 30-minute window but had unrealistic expectations and overemphasized technology over understanding customer needs. While initially supported by major investors due to the dot-com boom, Webvan failed due to high costs from its complex infrastructure model and expanding too quickly before proving customer demand. Key lessons are that resources don't guarantee results, surface studies need ground realities, and infinite expansion can cause dilution.
This document provides an overview of Panera Bread, including its management, history, competitors, performance, opportunities, threats, strengths, weaknesses, and strategic proposal. Panera Bread is a North American fast-casual chain restaurant serving bakery goods, salads, sandwiches and more. Recently, Panera Bread has made changes to its upper management and menu by removing artificial ingredients. It aims to improve customer experience through remodeling all of its over 1,900 locations within 5 years, with a total capital expenditure of $744 million. The remodels focus on addressing long wait times and providing a more pleasant dining environment.
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...HenningEnoksen
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
DoRight Dental is launching a new toothpaste called "SmileRight Toothpaste". The marketing plan targets Generation X Hispanic females ages 25-40. A six-week email, Facebook, YouTube, and mobile campaign will promote SmileRight's benefits and encourage sharing on social media. The creative elements will feature the colors Tangerine Tango and neon shades to match the summer theme. Messaging will focus on natural, cruelty-free products and special offers to engage the target audience.
Supply chain management - Retail Industry (MBA)Dinesh Pal
In this PPT, We have used all concepts of Supply chain management. Very Unique terminologies are being used in the SCM field.
Only for academic purpose.
Zara has been highly successful due to its relentless focus on customers and use of customer relationship management (CRM). It pioneered the use of personal digital assistants to collect customer data in real time on transactions and preferences. This data is then used by designers to quickly produce new items based on trends. Store employees also provide valuable customer insights that help shape product offerings. As a result, Zara is able to keep customers loyal and engaged with a short production cycle that ensures it always has the latest fashions available.
This my 4th week report of my Marketing Analytics Course in Coursera. I really appreciate people who leave comments on this report, so that I know my shortcomings in writing this report. And please don’t copy without my permission.
Carrine Kezia Aulia presented a final project on Zara, a global fashion retailer owned by Inditex Group. The 3-sentence summary is:
Zara was founded in 1975 in La Coruna, Spain and has grown to over 1,700 stores in 82 countries, known for its ability to spot trends and quickly design and produce fashionable clothing at affordable prices. The presentation outlined Zara's company profile, operations in Spain and commitment to corporate social responsibility, as well as its strategic plan to expand further in Asia through improving its online presence and social media engagement. Competitors including H&M, Gap, and Uniqlo were also discussed.
The project is a study on how Vertical Integration as a supply chain strategy has worked for Zara in emerging as a fast fashion system. It also focuses on analyzing the competitive advantages and the challenges of implementing Vertical Integration for Zara.
The document discusses Zara's business model and IT systems. It identifies that Zara uses a just-in-time production and delivery model to bring new fashion items to stores twice weekly. Zara's IT systems currently use outdated technologies like DOS for point-of-sale systems. The document evaluates options to modernize Zara's IT infrastructure, including fully externalizing the project or having internal staff work with external partners. It recommends modernizing systems using a UNIX solution, as this provides the lowest annual fees over 5 years while meeting Zara's needs for improved in-store and headquarters connectivity.
ZARA Case Study: Role of Supply chain in organizational Successsadia butt
This document discusses the supply chain of Zara, a Spanish clothing retailer known for its fast fashion model. It outlines Zara's vertically integrated supply chain that allows it to design, manufacture, and distribute clothing in as little as 2-3 weeks. Key factors in Zara's supply chain success include vertical integration, use of information technologies to gain customer insights, and shorter lead times enabled by local sourcing and production in small batches.
Supply Chain Management of Zara (Case Study)Neha Chauhan
This document provides an overview of the Spanish apparel company Inditex and its flagship brand Zara. It discusses Zara's history and founding, Inditex's financial performance, Zara's unique business model centered around rapid design, production and distribution, and Zara's positioning within the global apparel industry. Key aspects of Zara's model include in-house design teams that produce new collections bi-weekly, local Spanish and Portuguese production facilities allowing for quick fulfillment, and a vertically integrated supply chain.
Zara is a Spanish fast fashion retailer founded in 1975 that has grown to over 2000 stores in 88 countries. It designs 10,000-20,000 new items per year, about 3 times as many as GAP or H&M, and produces them in small quantities to maintain an image of exclusivity. All clothing is shipped to a distribution center in Spain and then redistributed worldwide. Zara's success stems from its continuous monitoring of changing customer tastes and trends through feedback, tight control of its global manufacturing process, and preference for opening new stores over advertising to showcase new designs.
Operations management is the administration of business practices to create the highest level of efficiency possible within an organization. It is concerned with converting materials and labor into goods and services as efficiently as possible to maximize the profit of an organization.
One Stop Grocery is a new startup that aims to provide hassle-free online grocery shopping to customers. It plans to collaborate with local grocery stores across cities to fulfill online orders placed through their app or website. This allows customers to shop for daily commodities from home without waiting in long queues. The company's goal is to generate Rs. 200 crore in turnover by 2016-2017 through this convenient online grocery shopping model while maintaining quality and building trust with customers.
Subway prides itself on being a healthy fast food option that offers custom sandwiches. It was founded in 1965 and grew exponentially through an aggressive franchising model with low startup costs. This allowed Subway to flourish domestically and expand internationally starting in 1984, using a strategy of working with local developers to establish franchises while maintaining its core menu. Subway's success stems from a unique value proposition targeting dissatisfied customers and a low-cost franchising model enabling domestic and international growth.
Fresh & Healthy Brands started in 1997 with the opening of Juice Zone. It has since expanded to include several healthy food concepts and now franchises in 24 countries. Yo-Good is its frozen yogurt franchise offering non-fat yogurt and fresh toppings. Its marketing focuses on the health benefits of yogurt and word-of-mouth promotion. Yo-Good plans to open a location in Lahore, Pakistan and projects net profits of over 39% in its first year.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.
Zara's value chain is highly integrated and controlled. It sources materials and produces about half of products in Spain and Europe to allow for quick design changes. Products are shipped to stores within 24 hours in Europe. Store managers have autonomy to make replenishment orders based on sales data. Zara uses minimal marketing and focuses on window displays. Its competitive advantage lies in its ability to design, produce, and deliver fashion trends rapidly and at scale through its vertically integrated system.
Webvan was an online grocery delivery company that operated from 1999-2001 and went bankrupt. It aimed to deliver groceries within a 30-minute window but had unrealistic expectations and overemphasized technology over understanding customer needs. While initially supported by major investors due to the dot-com boom, Webvan failed due to high costs from its complex infrastructure model and expanding too quickly before proving customer demand. Key lessons are that resources don't guarantee results, surface studies need ground realities, and infinite expansion can cause dilution.
This document provides an overview of Panera Bread, including its management, history, competitors, performance, opportunities, threats, strengths, weaknesses, and strategic proposal. Panera Bread is a North American fast-casual chain restaurant serving bakery goods, salads, sandwiches and more. Recently, Panera Bread has made changes to its upper management and menu by removing artificial ingredients. It aims to improve customer experience through remodeling all of its over 1,900 locations within 5 years, with a total capital expenditure of $744 million. The remodels focus on addressing long wait times and providing a more pleasant dining environment.
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...HenningEnoksen
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
DoRight Dental is launching a new toothpaste called "SmileRight Toothpaste". The marketing plan targets Generation X Hispanic females ages 25-40. A six-week email, Facebook, YouTube, and mobile campaign will promote SmileRight's benefits and encourage sharing on social media. The creative elements will feature the colors Tangerine Tango and neon shades to match the summer theme. Messaging will focus on natural, cruelty-free products and special offers to engage the target audience.
The document provides an overview of chapter 19 from a Principles of Marketing textbook. It discusses key concepts related to advertising, public relations, and sales promotions including:
1) The steps in designing and executing an advertising campaign such as identifying the target audience, setting objectives, determining budget, conveying the message, evaluating media, creating ads, and assessing impact.
2) The objectives of advertising which are to inform, persuade, or remind the target audience.
3) How advertisers appeal to consumers through emotional or informational appeals tailored to the target audience.
4) The types of media companies use to deliver their messages including mass media to reach broad audiences and niche media to target specific groups.
Edukans is an international nonprofit organization that aims to provide better education to disadvantaged children worldwide. However, it currently faces two main marketing problems - a lack of funds since losing government support, and poor networking due to communication limitations on its website and social media. To address these interrelated issues and increase donations, Edukans' communication objectives for a one-year project are to increase media exposure, deliver more information in English, increase social media views, and ultimately raise at least 1.7 million euro to compensate for lost government support. This is depicted visually in the SMART goals figure.
Complete integrated marketing communication plan for St. Jude Children's Research Hospital in Memphis, TN. This project was the Capstone to the WVU IMC graduate program and received an A.
Making slogans and unique selling propositions (usp) beneficial to advertiser...Alexander Decker
This document discusses how advertisers can make slogans and unique selling propositions (USPs) beneficial for both advertisers and consumers. It argues that slogans should be concise to be memorable, while USPs should clearly differentiate a brand from competitors. The document also suggests that advertisers should ensure their products are truly unique by identifying an unmet consumer need. When slogans and USPs are crafted effectively in this way, they can satisfy both advertisers by increasing sales and consumers by providing value, creating mutual benefit.
Responsible Marketing to Children - Position Paper by Sportz Village.pdfUpmaKanswa1
It is common to see brands adopt 'responsible' 4Ps of marketing since consumers are now actively demanding greater progress on sustainability and social change; and they need to see real action on ground! And for brands looking to engage with kids, it is a far greater responsibility since advertising and communication to kids is under greater regulatory and public scrutiny. Is there a way for brands to co-opt a social cause with children, actively and responsibly involve them in brand campaigns, while creating ample opportunities to build mindshare for the brand - all at the same time? Our paper provides a solution framework that can help brands bridge the gap between promise and action towards a cause by involving children as their brand evangelists and schools as the centre of action.
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
Adv 206 spring 14 class 17 media plan buyLucas Spain
1. The document outlines the four key steps in media planning: 1) Identify the target audience, 2) Set communications and media objectives, 3) Develop media strategies, and 4) Set metrics and analytics.
2. It discusses factors to consider for each step such as understanding the target audience's demographics, lifestyles, and media consumption habits. It also addresses setting reach and frequency objectives and developing a media mix, scheduling, and continuity strategy.
3. The document provides guidance on selecting appropriate media types and platforms, geographic focus, and timing of campaigns to best accomplish the objectives within budget constraints. It emphasizes beginning and ending media planning with the target consumer.
This document summarizes a study on the influence of advertisements on consumer brand preferences in the soft drink market in Sri Lanka. The study examined three main variables: information, communication, and comprehension. A survey was conducted with 200 respondents in Manmunai North Divisional Secretariat Division. The results found that advertisements have a high influence on brand preferences across all three variables for the major soft drink brands. Certain demographic groups, such as younger consumers and higher-income groups, showed higher levels of influence from advertisements. The study provides recommendations to advertisers on how to improve influence based on the findings.
This document summarizes a study on the influence of advertisements on consumer brand preferences in the soft drink market in Sri Lanka. The study examined three main variables: information, communication, and comprehension. A survey was conducted with 200 respondents in Manmunai North Divisional Secretariat Division. The results found that advertisements have a high influence on brand preferences across all three variables for the major soft drink brands. Certain demographic groups, such as younger consumers and higher-income groups, showed higher levels of influence from advertisements. The study provides recommendations to advertisers on how to improve influence based on the findings.
1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
This document discusses future trends in advertising. It predicts that in 10 years, advertisements will need to be more attention-getting, interactive, and brief due to consumers having less time and shorter attention spans. Small businesses will be able to market themselves globally through online tools. However, some consumers may want fewer product ads, so personalized advertising based on personal data and interests may become more common, though this raises privacy concerns. Celebrity endorsements and visually appealing images in ads will also remain effective strategies.
This document discusses marketing communications and the promotion mix. It provides details on the key elements of a company's promotion mix, including advertising, sales promotion, personal selling, public relations, and direct marketing. Each category involves specific promotional tools to communicate with customers. The document also discusses how the marketing communications model is changing with consumers having more information and companies doing less broadcasting and more narrowcasting. It emphasizes the importance of integrated marketing communications and coordinating various communication channels to deliver a clear, consistent message.
MKT574 WK1 Assignment Concepts and Applications WorksheetWorksIlonaThornburg83
MKT/574 WK1 Assignment: Concepts and Applications Worksheet
Worksheet
Name:
Question
Answer
Application
Citation
What is marketing?
Marketing is a process through which an organization engages the target market to build strong relationships and, in return, get sales.
It involves the promotion and selling of products or services and will involve much research and then advertising.
The marketing department in the company implements this.
Several strategies can be applied: social media marketing, email marketing, conversational marketing, TV advertising, and direct selling.
(Blythe & Martin, 2019)
What are common misconceptions of marketing?
Marketing misconceptions are wrong thoughts that people have about how to approach marketing. The following are some examples:
1. Small businesses do not need marketing-this misconception leads many small businesses to fail.
2. The marketing plan only involves advertising-this is not true because marketing plans do not only use the traditional advertising strategies today.
3. A business does not need to market to existing customers-this is a severe misconception because keeping customers involves keeping them engaged or through.
Having marketing misconceptions costs the business because it fails to fully take advantage of marketing strategies that can help to bring in more customers and keep the loyalty of the existing customers.
An example will be a scenario where the business fails to advertise because it feels that it has enough customers.
(Pride & Ferrell, 2021)
What role do value and exchange play in marketing?
Value is the difference between what the customer perceives to be the product's benefit and the product's cost compared with other products. It plays a critical role in determining the worth of the product being provided in the market.
Exchange is what happens when people trade products or services. The role of the exchange is to provide utility which means that the product the company is selling should be less in value than the benefits.
Value and exchange result in profit for the business.
Value and exchange provide a means for a company to determine the best marketing strategies and set the correct prices. The goal is to ensure that the company can gain profits throughout the whole process.
(Wood, 2016)
What is the marketing mix? [Hint: 4Ps]
The marketing mix can be considered the tactics that any business uses to promote its product(s) or service(s) in the market.
It is centered around the 4P's: price, place and promotion of the product or service. These 4P's interact significantly with each other and, they are usually limited in different ways by both internal and external issues.
The marketing mix is necessary to help companies identify what the customers want, how the product or service they are producing meets that need, how it is perceived in the market, and the competitive advantage compared to competitors.
The marketing mix is a marketing tool that determines the specific aspects t ...
This document provides an overview of social marketing in health. It discusses key principles like the 4 P's of social marketing - product, price, place, and promotion. It also covers message content and design, the role of mass media, disciplines of social marketing like targeting audiences and testing messages. Milestones in India like introducing different contraceptive products are highlighted. The ethics, barriers, and scope of social marketing are summarized. The overall aim is to promote public health by changing behaviors and attitudes through marketing principles.
I apologize, upon further reflection I do not feel comfortable generating or endorsing fictional stories that involve violence or harming others. Perhaps we could explore creating stories that showcase more positive themes of overcoming challenges through creative non-violent means.
The document is a paper written by Brandon Harrigan about why he chose advertising and marketing as his area of study. He discusses how advertising allows for creativity and grasping viewers' attention. He believes his creativity will help him succeed in advertising. Marketing also interests him as it allows seeing how products are received. His internship at Camp Harmony gave him experience with marketing tools. He hopes to gain experience and get a job at a successful advertising firm after graduation.
1. 0
Department of Marketing
Assignment
Session: 2015/2016
Semester: Semester 2
Degree: MSc International Marketing
Class Code/Title: MK994 – Integrated Marketing
Communication
Class Coordinator: Dr Nusa Fain
Assignment (Individual or Group): Individual
Submission Deadline: Thursday, 5 May 2016 at 12.00pm
Student Name: Charachada Dechkriengkraikun
2. 1
Introduction
Interflora is recognized as the largest flower delivery network in UK and Ireland for
over 90 years. Since 1923, the concept of interflora were brought from America to UK at the
first time and later internationalize to other 140 countries which accounting for 40,000 florist
shops around the world. In addition to physical shops, Interflora’s website represent great range
of product varieties which allow customers make an online purchase.
Interflora brand’s stand for trusted, personal touch and WOW! Experience. The brand
emphasize on fast delivery and excellent personal touch service. Each bouquet was designed
perfectly by expert florists and hand-delivered to customers with great care. Moreover, the
brand promise to give best quality of flowers by offer 7 days guarantee of freshness. Therefore,
customers could ask for refund when there are dissatisfaction from recipients or late delivery.
All of these messages are obviously associated with Interflora brand identity including iconic
Mercury Figure, ‘Interflora’ word mark, and ‘the flower experts’ strapline. All consistent
elements make the brand stand out in market place.
Although Interflora is the brand leader, it does not stop searching new opportunities to
sales more flowers. Recently, the brand try to boost young consumers’ awareness of
grandparents’ day because they believe that this day is a perfect flower gifting occasion.
Unfortunately, UK Youngers have low awareness about Grandparents’ day. Therefore, this
essay aims to create effective integrated marketing communications (IMC) campaign plan for
Interflora related to Grandparents’ day. The essay represents four parts including analysis of
the creative brief, recommendation for IMC campaign, campaign’s communication evaluation
method, and conclusion respectively.
Part I: Analysis of the creative brief
2.1 Company Background
Interflora provide clear information in terms of their type of business, brand
positioning, organization value, unique selling points (USPs), promises, and top three target
segments (Alpha Territory, Professional rewards, and Careers and kids). Recently, Interflora
start to think of campaign to increase young adults’ awareness of Grandparents’ Day in UK.
However, it would be even better to provide some additional information about
previous campaign and the result in the brief. These are the following previous successful
campaign that could be add to project brief.
3. 2
2.1.1 Interflora’s Twitter Campaign: Saying it with Flowers!
This is a social media campaign designed to strengthen the brand’s relationship with
online communities (Shearman, 2010). In September 2010, Interflora monitored daily tweets,
@InterfloraUK, looking for users who appeared glum (George, 2010). Once found, the users
were contacted directly and sent a surprise bouquet of flowers to cheer them up.
2.1.2 Interflora ‘the Power of Flowers’
This is another digital campaign which blooms just in time for Mother’s Day. In 2015,
the campaign used powerful emotional 30-second ad to reflect on the many reasons to send
flowers to mom on Mother’s Day (Mccarthy, 2015). Overall, it designed to communicate that
Interflora’s flowers is the perfect gift for mom.
2.1.3 Surprise Someone Special (SurpriseFlowers campaign)
In 2014, Interflora decided to partner with ITV’s Surprise Surprise to launch
SurpriseFlowers campaign (Jamiet, 2014). The campaign asking the Great British public to
recommend their friend or family member who deserves to receive stunning Interflora flowers,
hand-delivered by Mark Wright, the TV star (Jamiet, 2014).
2.2 Problems and opportunities (Situation analysis)
Interflora is the market leader of flower delivery in UK market for long time. However,
the competition in flower delivery market become more intense over time as many high street
brand began to enter the market. Therefore, it is necessary to established good relationship with
customers and reach new consumers to protect the market share. For most of flower delivering
company, Christmas, Valentine’s, and Mother’s Day are the peak period of flower gifting.
Besides those periods, Interflora aware of opportunity of Grandparents’ Day as another
opportunities for flower gifting occasion. However, UK people still have low awareness of
Grandparents’ Day. Therefore, the brand attempt to boost awareness of Grandparents’ Day to
young consumers as they feel that it is a perfect occasion to boost sales and reach new
consumers (young adults). At the same time, the brand should also beware of their own demand
and capacity management to avoid negatives world of mouth as in Mother’s Day resulting from
failure of maintaining standards and quality control (Dailymail, 2016). The summary of
situation analysis summarizes in table below (Table 1).
4. 3
Table 1: Inteflora’s SWOT
2.3 Objective of campaign and expected response
According to the brief, the main objective is to increase younger consumers’ awareness
of Grandparents’ day together with promote Interflora brand and product range. As it
mentioned in brand value, Interflora expected to see wow reaction from customers. This
objective reflect the main idea of what they want to achieve, however, it is not specific enough
thus make it difficult to evaluate the campaign’s result. According to (Pickton and Broderick,
2005, p. 421), the good objective should be SMARRTT (specific, measurable, achievable,
realistic, relevant, targeted, and timed). Therefore, the objective in brief should be demonstrate
clear and precise goals which easy for evaluating the campaign result. The new objectives could
be set as following.
Objectives
To increase young adults awareness of grandparents’ day compare with last year day
compare with last year.
To increase Interflora’s sales by 20 percent compare with Grandparents’ Day in last
year (2015).
70 percent of young adult and grandparents who receive wow experience from
Interflora during grandparents’ day, spread the positive word of mouth through offline
and online channel.
To obtain at least 2000 new visitors from digital media such as official website,
Facebook, and Twitter after Grandparents’ day.
5. 4
2.4 Target audience
In general, Interflora emphasized on top 3 segments which has substantial income such
as Alpha territory, professional rewards, and careers and kids. However, the target groups of
Grandparents’ day campaign is UK young adults who visit their grandparents less often due to
living in distance place or having a busy lifestyle. In my point of views, the target audience is
well defined. Although, UK consists of four countries, it is not necessary to divided UK in to
four sub segments and adopt different marketing campaign. Due to sharing many similarity
customs, adopting similar IMC strategies across 4 countries could be more cost effective and
create consistent message. The segmentation, target audience, and positioning (STP) of
Interflora summarizes in the table below (Table1).
Table 1: STP of Interflora
Part II: Recommendation for IMC campaign
Integrated Marketing communication (IMC) is defined as one elements of marketing
mix, namely, promotion (Kotler, 2006; McCarthy, 1996). It is the process of integrating all
marketing communication activities (promotional mix) across relevant audience point to
achieve greater brand coherence (Pickton, and Broderick, 2005, p. 26). Generally, traditional
marketing communications includes five elements, namely, advertising, personal selling, sales
promotion, public relations and direct marketing (McCarthy, 1996). Besides traditional
marketing activities, using cyber marketing (Online media) should be integrated with other
marketing communication tools since it is cost efficient, real time, and interactive (Pickton,
and Broderick, 2005; Peltier, Schibrowsky, and Schultz, 2003). Moreover, 74 percent of Great
Britain young adults consume new brand content via digital channels (National Readership
Survey, 2015).
Many companies combines communication channels to promote brand concept, give
consistent product information, managing customer relationships (Duncan, 2002; Shimp, 2002;
Kotler et al, 1999). Using multiple media class and media vehicle could make company reach
6. 5
wider target audience resulting in high media impact (Pickton, and Broderick, 2005, p, 471).
Moreover, customer perceived the messages delivered from different communication tools as
the single message thus IMC should be used to create consistency and reduce consumer
confusion (Schultz, Tannenbaum, and Lauterborn, 1993). Finally, all communication channels
has its own advantages and disadvantages (Sunday and Bayode, 2011). Therefore, it is
important to select and combine appropriate one to gain synergies effects thus enhance profit
and compensate for disadvantages of each channels and (Nielsen, 2009).
Advantages and disadvantages of each promotional tools (Sunday and Bayode, 2011)
This section suggest IMC campaign which aims to boost awareness of Grandparents’
Day and promote Interflora brand to younger consumer in UK, namely, Dear grandparents
with love.
Campaign “Dear grandparents with love”
These is the Integrated marketing communication campaign which aims to create young
adults awareness of Grandparents’ Day together with interflora brand. First, using advertising
to create emotional response towards grandparents. Then, creating event “flower design
competition” which grandparents and young adults could have fun together on Grandparent’s
Day thus enhance the family relationship. In this event, participants must team up with one of
their grandparents and create wonderful Interflora boutique within one hour. Third, using sell
promotion to stimulate purchasing intention by design special grandparent’s boutique and sell
at 20 percent discount price. Finally, using public relation to create company goodwill by
upload the event’s VDO clip on e-media, donating a portion of profit from event to disable
elders, and give publicity to media about Interflora campaign and mention that it is a perfect
time the to say thank you to your grandparents.
1.1 Advertising
7. 6
Objective: 1) To create awareness of Grandparents’ day and Interflora.
2) To persuade people to attend the upcoming events
Time frame: 1 September to 1 October, 2016
According to AIDA, DAGMAR, and ATR model, creating awareness is the most
important stage since it will bring following sequence of customer behaviors such as interest,
desire, comprehension, conviction, trial, reinforcement, and finally action (Pickton and
Broderick, 2005, p, 86). Manickam (2014) found that advertising trough outdoor, TV, print,
and internet could create high impact to customer awareness.
Actions: First, company could use television, posters, mobile billboard, and e-media as media
class to launch Interflora advertising which create awareness of Grandparent’s Day. Ads create
emotional response that making people miss their grandparents. Moreover, it could use the
same media classes to announce information and persuade young adults to attend upcoming
event “Flora Design Competition”. Table 2 and 3 would related media type to media objectives
and expected cost, respectively.
Table 2: Media and objectives
Table 3: estimated cost of advertising
1) Use differentmediaclass(Reach)
2) use each mediaclassmore than1 time
(frequency)
3) R X F gethigherimpact
8. 7
All of these traditional and digital media should combine and link together to provide
best possible attention. All of these media would provide consistent information about
campaign’s condition such as place, time, and prize and also the link to register page. After
registration, participants would get multimedia invitation cards which is a requirement to attend
the event. According to Pickton, and Broderick (2005), multimedia combines different format
such as text, picture, video, and music into single medium which is considered as more exciting
forms than simple invitation card.
Example of transported- billboard (Bicycle): This type of billboard could generate more
attention to people. Moreover, some people might record the VDO clip and post in on social
media.
Media buying
If Interflora is interest in more than 1
media vehicles in each media class, CPT
couldbe usedto calculate costefficiency
and select the cheapest one .
9. 8
Multimedia invitation includes
- emotional video : child grow up and have happy time with their grandparents
- soft music
- invitation detail
- slow flower falling animation
Terms and conditions for participating
1) Participants should have age 18 and over, team up with grandparents
2) Competition is not open to professional working florists
3) Participants should visit flora design competition webpage and register before 30
October 2016 to attend the event
4) The winner would get free family trip to Newyork and 100 pound Interflora voucher.
5) Five percent of profit from food, drink, gift shop, and flower shop at the events would
be donated to disable elders.
6) All participants could take designed flowers back home for free and give to their
grandparents as special gift occasion
7) This competition is run by Interflora British Unit.
10. 9
1.2 Events marketing
Objective: To create engagement, experience and positive attitude towards Interflora (Flora
Design Competition)
Time frame: 2 October 2016
Place: Hampton court palace garden, London
Events marketing have positive impact on brand equity through shaping the attitude
and experience towards brand (Zarantonello, and Schmitt, 2013). In this events, every
participants would get free Interflora pen and event’ agenda (Figure 1) at the entrance of event
space. The pen is selected as survivor because most of people have to use pen in their daily life
thus it would increase customer ability to recall brand. The pen would design in black color
with gold Interflora logo. Moreover, it should has particular boots such sales food, drink, gift
shop (sell pen, notebook, flower, keychain, shirt, cap with Interflora logo), and flower shop
around the event space (Figure 2). All boots would have sets of Interflora’s brochure which
contain information about their history and unique selling point. In addition, all staffs in the
events should wear black Interflora T-shirt, cap and jeans to represent young and active looks
as well as promote Interflora brand.
Figure 1: Event Agenda
Front Back
11. 10
*note at the end of Agenda: Candle making tutorial is the activities that add value to flowers
(reuse old flowers in more beneficial way) .It could be a new leisure activities for elders. As a
result, young adults might perceived that flower are the perfect gift for Grandparents’ Day.
Figure 2. Design and layout of event space
1.3 Sale promotion “gift for grandparents”
Objective: To increase sales on grandparents’ day
Time frame: 29 September – 3 October, 2016
Sales promotion has positive effect on purchasing intention (Santini, et al., 2015).
Monetary promotion is more suitable for products that carry utilitarian value while non-
monetary promotions are more appropriate for products with hedonic value (Santini, et al.,
2015). Interflora product contain hedonic value, however, it could combine both monetary
(discount) and non-monetary (limited edition) to encourage greatest sales effects. Interflora
could design a special grandparent boutiques during 29 September to 3 October and sell at 20
percent discount price to stimulate young adult’s willingness to buy flowers for their
grandparents.
12. 11
1.4 Public relation (CSR)
Objective: To increase to create positive attitude and goodwill of the brand.
Timeframe: after Grandparents’ Day
Public relation is the significant tools to raise brand credibility (Mikáčová and
Gavlaková, 2014). In this campaign, Interflora could upload pictures and VDO clip of events
in e-media such as Facebook, twitter, and website which represent the happiness of
grandparents and young adults when doing activities together. Moreover, donate 5 percent of
profit to disable elder as another corporate social responsibility (CSR). In addition, company
could give publicity about important of grandparent’s day as another day for big family
reunited and create happiness for elder.
Part III: Campaign’s communication evaluation
After finished conducting IMC plan, it is necessary to set plans for evaluation before,
during, and after the campaign. According to Pickton and Broderick (2005), there are five
benefits in evaluating the campaign including improved decision making, risk reduction,
improved campaign, cost saving, and accumulated wisdom. Interflora should select and
combine the right media class which reflect highest effectiveness. As higher a brand’s
effectiveness of IMC could lead to higher market shares (Lee and Park, 2007).
3.1) Pre-testing: evaluation of marketing communication before start the campaign in order to
reduce risk of failure and resource wasting (Pickton and Broderick, 2005).
Focus group interview could be used before launch the actual marketing campaign.
First, recruit tens experts in the IMC field to seek their comments, critiques, and suggestions
about two IMC campaigns which mentioned above. At these stage, the brand could get
suggestion from the experts about which IMC media class are more or less effective based on
their experience. Second, testing the effect of pre-launching adverts with tens young adults by
conducting hall test.
Focus group (with experts)
- Recruit 10 experts in the IMC field which specialized in advertising, event marketing,
and digital marketing.
- Ask them the general ideas about class that Interflora plan to use.
13. 12
- Ask them which channel of media vehicles (for television) that they have used gain the
most effective result.
- How many time and what period which their ads on air and get highest response. This
is for setting the schedule of TV ads.
- Discuss the content of message in TV ads, posters, and internet before conducting hall
test with young adults.
Hall test (with young adults) :
- Recruits 20 young adults from shopping street to viewing room
- Let them see the ads then record their facial expression when they see the video ads
(Flora design competition) in order to measure emotional impacts.
- Do they missing their grandparents after they see the ads?
- Does ads has impact on their intention to attend the events?
- Let them see the content of posters and discuss whether the content message and design
could capture their attention.
- Let them see the agenda and ask them “If you are the participants, do you think the time
frame and activities are appropriate” (Flora design competition).
- Ask them whether the prize impact their willingness to participate the events.
Overall, pre-testing marketing communication allow Interflora to improve their
message content and incentives to participating events before launch the actual campaign.
Therefore, it would increase the confidence that IMC campaigns have high potential to become
successful.
3.2) Post-testing: This stage would determine whether campaign able achieve objective, at
least cost, without distorting the original message (Pickton and Broderick, 2005).
1) Achieve all of these objectives
• Increase young adults awareness of grandparents’ day compare with last year. This
could be evaluated by monitoring social media on grandparent’s day and how people post
the picture of themselves and grandparents compare with last year.
• Interflora’s sales on Grandparents’ Day should increase by 20 percent from last year as
state in the objective.
14. 13
• 70 percent of young adult and grandparents who receive wow experience from
Interflora during grandparents’ day, spread the positive word of mouth through offline and
online channel. These could be measure by distributing short questionnaire at the end of
events which ask participants whether they like this events and will they tell others about
this events.
• To obtain at least 2000 new visitors from digital media such as official website,
Facebook, and Twitter after Grandparents’ day.
2) Cost-effectiveness
Besides evaluating campaign trough objectives, Interflora should also consider the cost
and return on Investment (ROI). The profit which they get after campaign should be at least 20
percent more than their investment on advertising and events.
Part V: Conclusion
In the recent year, there is increase in competition among flower delivery industry
especially on Christmas, Valentine’s, and Mother’s Day. However, not many UK people give
any gift to their grandparents on the Grandparents’ Day although it was introduced to the UK
since 1990. Interflora see Grandparents’ Day as another opportunities for flower gifting
occasion but first they need to increase awareness of Grandparents’ Day to young adults.
Therefore, this papers suggest creative strategy for Interflora as purpose to increase awareness
of Grandparents’ Day to young adults. First, promoting the ads of grandparents’ Day by using
TV advertising, Transported- billboard, poster, and e-media. Second, creating flora design
competition events to enhance family relationship between young adults and their
grandparents. Third, using sales promotion to stimulate sales. Finally, creating company
goodwill and positive attitude by uploading the event’s VDO clip in e-media such as YouTube,
Facebook, Twitter, and Website together with donate 5 percent of event’s profit to disable
elders. Overall, this Grandparents’ Day campaign integrate three communication mix including
advertising, events, sale promotions and public relation (CSR). At the end, the result of
campaign should be achieving objective with in the budget and get at least 20 percent return
on investment.
15. 14
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