Communication objectives in marketing
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Transcript of Communication objectives in marketing
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Communication objectives
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Inform, Persuade and Remind
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Inform: build awareness
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Persuade: create a preference
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Remind: take an action
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comprises 5 major modes
Marketing communications
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Personal selling
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Advertising
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Public Relations
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Direct marketing
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1. CHERY
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Create a brand awareness
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“Best Chinese Brand in 2010”
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TV advertising
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SHOW ROOM
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BILLBOARD
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PROMO
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SPONSORSHIP
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Public Relations
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"Safer, More Energy Saving and More
Environmental-Friendly"
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PERSONAL SELLING
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BANK LOANS
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BENEFITS
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BENEFITS
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2.TsUM
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TsUM is a strong BRAND from Soviet time (1961)
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Favorable location
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Attracting tenants …
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…and consumers
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Brand awarenessBrand attitudeBrand purchase intentions
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Change of concept
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Customer-oriented
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Convenient Layout
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Facilities for disabled people
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Leisure facilities bring extra profits
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Food court
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Refund policy…
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…is a legal right
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Whole day shopping
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Promotion done by TsUM or by tenants
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Public events
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Favorable locationWell-thought conceptTenant mix (anchor contribution)Competent property management
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New slogan: “Central.
Universal. Fashionable.”
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cigarettesState line3.
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SMOKING is DANGEROUS for your LIFE.
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The visibility of the package makes packaging an important advertising vehicle
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Women desire to look more feminine and stylish....
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Youth wants to look cool....
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Men ARE cool....
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Distribution of nontobacco items which bear the name or logo
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Sunglasses, key chains, calendars, sporting goods, T-shirts, caps...
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Brand can be embedded into some of the most popular video games
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Average gamer is 29 years old
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Endorsement and testimonials
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Sponsorship
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Support of sport clubs…
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Importance of Point-of-sale to the Cigarette Industry
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Retail value added—bonus tobacco products
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Retail value added—non-tobacco-product bonus
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4. RAKHAT(since 1942)
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SENSES
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WISE DISTRIBUTION MEANS…
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… OUTDOOR ADVERTISING
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… MERCHANDISING
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EXHIBITION
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PROMO
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BILLBOARDS…
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… IN OTHER REGIONS…
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… OF KAZAKHSTAN
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MAGAZINES
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LEAFLETS
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POSTERS
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TV ADS FOR GERMAN CUSTOMERS
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WHAT’S YOUR CHOCOLATE?
RAKHAT!
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4 P’s
4 C’s
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Product VS
Customer
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Price VS
Cost
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Place VS
Convenience
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Promotion VS
Communication
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