Research on a brand that implements various marketing communication strategies.

Questions:

1. Background of the brand ( include its description & necessary info)

2. What are the Specific Marketing Communication Strategies that implemented? (It can be advertising,sales promotion, PR, direct marketing, and other tools list at least 3)

3. Describe each strategy and explain why do you think this brand implemented those ( it should be in your own wordings in describing)

4. If you are the brand manager of the brand, suggest at least (2) other strategies this

brand can implement and explain why you suggest those. ( it should be in your own wordings in describing)

I attached a concept note about this topic:

WHAT IS \"PROMOTIONAL MIX\"? Promotional Also called as marketing communication mix , is the specific M . blend of promotion tools that the company uses to persuaswely IX communicate customer value and build customer relationships FIVE MAJOR PROMOTION TOOLS Advertisin _ Personal Selling Any paid fern? of Sales PromOt'on Personal customer non ersonal resentation Short-term incentives to interactions by the iirm's p .p . encourage the purchase or sales force for the purpose of and promotion of Ideas, goods or services by an sale of a product engaging customers. making . . . or service. sales. and building customer identified sponsor. relationships. Public Relations (PR) Direct and Digital Marketing. Building good relations with the company's Engaging directly with carefully targeted various publics by obtaining favorable individual consumers and customer publicity, building up a good corporate communities to both obtain an immediate image. and handling or heading off response and build lasting customer unfavorable rumors. stories, and events. relationships. INTEGRATED MARKETING COMMUNICATION AND TOOAY'S OONSIIMERS Several major factors are changing the face of today's marketing communications 1. Consumers are changing. in this digital. wireless age. consumers are better informed and more communications empowered. 2. Marketing strategies are changing. As mass markets have fragmented, marketers are shifting away from mass marketing. More and more, they are developing focused marketing programs designed to engage customers and build customer relationships in more narrowly defined micro markets. remarkable changes in the ways companies and customers g. 3. Sweeping advances in digital technology are causing a g communicate with each other. DEVELOPING EFFECTIVE MARKETING COMMUNICATION Integrated marketing communications involves identifying the target audience and shaping well-coordinated promotional program to obtain the desired audience response "How can we engage our "How can we let our customers?" customers engage us?" The communications process should start with an audit of all the potential touch points that target customers may have with the company and its brands Sender Encoding Decoding Receiver Media mmmmm Feedbackmmmm . Response Sender's field Marketing communicators may not always share the customer's field of experience. However, to communicate effectively, the marketing communicator must understand the customer's field of experience. STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION Identifying the Target Audience A marketing communicator starts with a clear target audience in mind: 1. The audience may be current users or potential buyers, those who make the buying decision or those who influence it. 2. The audience may be individuals, groups, special publics, or the general public. 3. The target audience will heavily affect the communicator's decisions on what will be said, how it will be said, when it will be said, where it will be said, and who will say it. STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION Determine the Communication Objective Once the target audience has been defined, marketers must determine the desired response. The marketing communicator needs to know where the target audience now stands and to what stage it needs to be moved. The target audience may be in any of six buyer-readiness stages, the stages consumers normally pass through on their way to making a purchase. Awareness Knowledge Liking Preference Conviction PurchaseSTEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION Designing A Message Having defined the desired audience response, the communicator then turns to developing an effective message When putting a message together, the marketing communicator must decide what to say (message content) and how to say it (message structure and format). Message Content : The marketer Message Structure. Marketers Message Format : must figure out an appeal or must also decide how to handle theme that will produce the three message structure The marketing communicator also desired response issues. needs a strong format for the TYPES: TYPES: message. To attract attention, Rational - relate to the 1. The first is whether to draw a advertisers can use novelty and audience's self-interest. They conclusion or leave it to the contrast; eye-catching pictures and show that the product will audience. headlines; distinctive formats; produce the desired benefit 2. The second message structure message size and position; and color. Emotional - attempt to stir issue is whether to present the shape, and movement. up either negative or positive strongest arguments first or emotions that can motivate last. purchase 3. The third message structure Moral appeals - are directed issue is whether to present a to an audience's sense of one-sided argument or a two- what is "right" and "proper." sided argument STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION Choosing Communication Channels and Media The communicator must now select the channels of communication. There are two broad types of communication channels: personal and nonpersonal. Personal Communication Channel Non-Personal Communication Channel These are media that carry messages without personal contact or feedback. They include Two or more people communicate directly major media, atmospheres, and events. with each other. They might communicate face-to-face, on the phone, via mail or email, Major Media : Print media, Broadcast Media, or even through texting or an internet chat. Display Media, Online Media Personal communication channels are Atmosphere : are designed environments that effective because they allow for personal create or reinforce the buyer's leanings toward addressing and feedback. buying a product. Events are staged occurrences that communicate messages to target audiences. STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION Selecting the Message Source In either personal or nonpersonal communication, the message's impact also depends on how the target audience views the communicator. Messages delivered by highly credible or popular sources are more persuasive. Collecting Feedback After sending the message or other brand content, the communicator must research its effect on the target audience. This involves asking target audience members whether they remember the content, how many times they saw it, what points they recall, how they felt about the content, and their past and present attitudes toward the brand and company