Communication objectives in marketing

Communication objectives

Inform, Persuade and Remind

Inform: build awareness

Persuade: create a preference

Remind: take an action

comprises 5 major modes

Marketing communications

Personal selling

Advertising

Public Relations

Direct marketing

1. CHERY

Create a brand awareness

“Best Chinese Brand in 2010”

TV advertising

SHOW ROOM

BILLBOARD

PROMO

SPONSORSHIP

Public Relations

"Safer, More Energy Saving and More

Environmental-Friendly"

PERSONAL SELLING

BANK LOANS

BENEFITS

BENEFITS

2.TsUM

TsUM is a strong BRAND from Soviet time (1961)

Favorable location

Attracting tenants …

…and consumers

Brand awarenessBrand attitudeBrand purchase intentions

Change of concept

Customer-oriented

Convenient Layout

Facilities for disabled people

Leisure facilities bring extra profits

Food court

Refund policy…

…is a legal right

Whole day shopping

Promotion done by TsUM or by tenants

Public events

Favorable locationWell-thought conceptTenant mix (anchor contribution)Competent property management

New slogan: “Central.

Universal. Fashionable.”

cigarettesState line3.

SMOKING is DANGEROUS for your LIFE.

The visibility of the package makes packaging an important advertising vehicle

Women desire to look more feminine and stylish....

Youth wants to look cool....

Men ARE cool....

Distribution of nontobacco items which bear the name or logo

Sunglasses, key chains, calendars, sporting goods, T-shirts, caps...

Brand can be embedded into some of the most popular video games

Average gamer is 29 years old

Endorsement and testimonials

Sponsorship

Support of sport clubs…

Importance of Point-of-sale to the Cigarette Industry

Retail value added—bonus tobacco products

Retail value added—non-tobacco-product bonus

4. RAKHAT(since 1942)

SENSES

WISE DISTRIBUTION MEANS…

… OUTDOOR ADVERTISING

… MERCHANDISING

EXHIBITION

PROMO

BILLBOARDS…

… IN OTHER REGIONS…

… OF KAZAKHSTAN

MAGAZINES

LEAFLETS

POSTERS

TV ADS FOR GERMAN CUSTOMERS

WHAT’S YOUR CHOCOLATE?

RAKHAT!

4 P’s

4 C’s

Product VS

Customer

Price VS

Cost

Place VS

Convenience

Promotion VS

Communication