By Tom Brannan
The profitable integration of all points of promoting communications round one middle positioning for an organization or model is essential if busy dealers are to realize greatest impression and effectiveness from a given price range. this article exhibits how to find key audiences and messages, and strengthen a technique that might raise advertising and marketing effect. The e-book assesses the strengths and weaknesses of a number of the communcations routes to be had and provides suggestions on selecting the best combine to fulfill the agreed ambitions.
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Additional resources for A Practical Guide to Integrated Marketing Communications (Marketing in Action)
We must be familiar with sales variance during the year or planning period, and of the degree of fluctuation in those variances. Then we will know whether we have discrete periods of activity or merely periods when we can afford a lower level of Shaping Individual Campaigns n 35 activity than at others. The point is easily illustrated by comparing, for example, the market for New Year’s greetings cards with that for ‘Welcome to your new home’ cards. The former has a very definitive, short selling season.
This point is closely allied with the need to be customer-led. A modern ‘point and click’ camera with auto everything built in certainly uses technology every bit as sophisticated as a professional Planning for Integration n 19 Hasselblad camera – but could never be directly positioned on the basis of that technology since it is not what the ‘point and click’ market cares about. The technology story may well be a powerful substantiation of the positioning but it is not the lead element. Catalytic Since this is a book on communication, we must not miss one last and important qualifier: does the proposed positioning look as if it could spark some top-notch creative solutions?
Each technique can be applied at almost any stage with some degree of success. And the ‘rules’ are broken frequently. Fifteen years ago, conventional wisdom said there was a – relatively low – limit to the value of goods which could be sold using direct marketing techniques. Today, products with price tickets running into literally thousands of pounds are successfully sold this way. 6 Application of promotional tools (Chartered Institute of Marketing) 44 n A Practical Guide to Integrated Marketing Communications Dell, who has built a computer empire by selling direct.
A Practical Guide to Integrated Marketing Communications (Marketing in Action) by Tom Brannan