Integrate Brand Promotion |
Recent efforts of Aston Martin in terms of integrated marketing communication would be their recent digitally based marketing campaign for their new model of the famed “Vanquish series “. They did this by informing all fans on Facebook about their new model and invited them to visit their company website where they have a new smart feature that allows users to design their own Vanquish. This effort saw traffic of their website double in the preceding weeks after the release. Aston Martin then followed this up by uploading this slick video onto their YouTube account, cementing a successful campaign well executed (Aston Martin Promote New Vanquish in Digital Campaign, 2012)
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https://www.youtube.com/watch?v=-AKRb0tXI0o http://www.brandsvietnam.com/tieudiem/4571-Campaign-Review-Chiec-Bentley-bi-chon-Khi-cau-chuyen-hap-dan-duoc-ke-tren-mang-xa-hoi http://web.a.ebscohost.com.proxy-lib.anglia.ac.uk/ehost/detail/detail?vid=1&sid=6eb967aa-d726-44a8-8103-7036615677cb%40sessionmgr4004&hid=4207&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=50215222
http://www.marketingmagazine.co.uk/article/855157/mark-ritson-branding-james-bond-product-ties-demean-007-brands-alike Brand: Wilkinson Sword
Country: United States Creative Agency: J.Walter Thomson New York JWT New York released an ad for razor brand Wilkinson Sword, aptly titled "Swordplay Meets Foreplay." According to Lucy Oxley, regional product manager of Energizer Wilkinson Sword, told LBB Online. "This video has been created to showcase our innovative and fresh approach to grooming in a memorable and creative way to inspire both women and men to 'free their skin' using our razors". That title should tell you pretty much everything you need to know about the spot, which features a couple slowly removing each others clothes via swordplay. Filmed in a historic hotel, the crew clearly had fun with the spot, which plays off the brand's origins making swords for the British Army. The current and former identities even clash when the women uses her sword to shave off the man's beard. In real life, mixing swordplay and foreplay would end with a trip to the ER, but the swashbuckling fantasy makes for a memorable ad that is relevant to the brand. AdForum is a leading information company on advertising agencies and advertising creative work. It is used by corporate marketers and agency professionals for their various research needs. http://www.wk.com/ Brand: Chrysler Agency: Wieden + Kennedy Media: Television Unlike other countries, America’s “kings and queens” weren’t handed their success; they had to earn it, and doing so, they have earned the right to drive a car with bold design and world-class craftsmanship. Marketing programs play an important in building up of brand equity. These marketing programs are related to product, price, promotion and distribution channels. And these programs are necessary to create brand image and also to build brand awareness. Marketing communication needs to be flexible in current technology driven environment where consumer are internet savvy and have access to information. Traditional communication avenues like TV ads have to undergo subtle changes. Advent of digital video recorders has seen consumer watching their favorite program post actual telecast. But a trend observed here is that consumers tend to skip ads in recorded program.
For marketing communication to be effective in conveying its message a simple cycle has to be understood. Marketers need to understand the present state of brand awareness and brand image within consumer's mind and then ask question, do they want to be in current state. Now design communication in whatever form required that will take to desired level, while clearly stating similarity and difference from competitors. There are a various marketing options available to marketers. - Advertising: Ads is one of the most common form of marketing communication; this can be done through television, radio, magazines, newspaper, direct approach. Its also is one of the distinctive qualities that ads brings to the mix is that it reaches large, often mass audience in an impersonal way. Ads, together with the other tools of the communication mix, is a means of managing demand. At a general level, ads can be used in one of two main ways. First, it can used to influence demand for products or service and second it can be used to manage perceptions and understanding people to buy a product that they have not previously purchased. Ads can also generate brand awareness for increasing sales. Moreover, Ads is still the most cost-effective way to reach large audiences. Thus, for marketers who are interested in building or maintaining brand awareness and reaching a mass audience at one time, there is no effective substitute for network television. Ads is also a valuable tool for building company or brand equity as it is a powerful way to provide consumers with information as well as influence their perceptions. Ads can be used to create favorable and unique selling products or services that are difficult to differentiate on the basic of functional attributes. Brand image plays an important role in the purchase of many products and services, and Ads is still recognized as one of the best ways to build a brand. - Direct marketing: One of the fastest-growing sectors of the U.S economy is direct marketing, in which organizations communicate directly with target customers to generate a response and/or a transaction. Traditionally, direct marketing has not been considered an element of the promotional mix. However, because it has become such an integral part of IMC program of many organizations and often involves separate objectives, budgets and strategies. Direct marketing is much more than direct mail and mail-order catalogs. It involves a variety of activities, including database management, direct selling, telemarketing, and direct-response ads through direct mail, the internet, and various broadcast and print media. Direct marketing tools and techniques are also being used by companies that distribute their products through traditional distribution channels or have their own sales force. Direct marketing plays a big role in the integrated marketing communications programs of consumer-product companies and business-to-business marketers. These companies spend large amounts of money each year developing and maintaining date bases containing the addresses and/or phone numbers of present and prospective customers. They use telemarketing to call customers directly and attempt to sell them products and services or qualify them as sales leads. - Interactive/Internet marketing: Interactive media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. Unlike traditional forms of marketing communications such as ads, which are one-way in nature, the new media allow users to perform a variety of functions such as receive and alter information and images, make inquires, respond to question, and make purchases. In addition to the Internet, other forms of interactive media include CD-Roms, kiosks, Interactive television, and digital cell phones. - Sales promotion: it is generally defined as those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Sales promotion is generally broken into two major categories: consumer-oriented and trade-oriented activities. - Publicity/Public relations: Publicity refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. It usually comes in the form of a news story, editorial, or announcement about an organization and/or its products and services. Like ads, publicity involves nonpersonal communication to a mass audience, but unlike ads, publicity is not directly paid for by the company. The company or organization attempts to get the media to cover or run a favorable story on a product, service, cause or event to effect awareness, knowledge, opinions, and/or behavior. Techniques used to gain publicity include news releases, press conferences, feature articles, photographs, films, and videotapes. Public relation: It is important to recognize the distinction between publicity and public relations. when an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is really engaging in a function known as public relations. - Personal selling: A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea. Unlike ads, personal selling involves direct contact between buyer and seller, either face-to-face or through some form of telecommunications such as telephone sales. |
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