Download Innovative Marketing Communications: Strategies for the by Guy Masterman PDF

By Guy Masterman

Cutting edge advertising Communications for occasions administration offers scholars and occasion managers with an entire perception into the strategic and leading edge advertising and marketing of occasions of all scales and nature. The ebook builds a conceptual framework for the advance, making plans, implementation and evaluate of leading edge conversation concepts for the selling of occasions, and the powerful use of occasions as an leading edge communications procedure quite often organizational marketing.With a powerful sensible underpinning, cutting edge advertising and marketing Communications for occasions administration emphasises to occasion managers the significance of successfully integrating quite a number instruments and methods to speak the development and offers them with a greater figuring out of ways quite a few inner most and public region companies can use occasions inside their verbal exchange concepts. * tips on how to successfully combine the diversity of promoting instruments and strategies to speak and advertise occasions * How firms can use occasions inside of their communique recommendations for you to enhance their organisational advertising and marketing* How and why communications thoughts must be incorporated within the total plan for potent and winning long-term making plans

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Additional resources for Innovative Marketing Communications: Strategies for the Events Industry (Events Management)

Example text

Changes in government, whether national Research and Analysis 27 or local, often lead to revisions of policy, laws, directives and investment emphasis which may impact directly on the activities of the organization and its marketing communication choices. In the Mecca Bingo example detailed earlier, a relaxation in UK gambling legislation led to the reintroduction of media advertising for bingo and, in the Billy Graham’s Mission ’89 case, the choice of advertising message was restricted by legal constraints relating to the promotion of religion.

Marketing Communications Planning 7 organization’s resources and the external environment and that they are set for the long, mid and short term. The difficult task of integrating the various aspects of marketing communications and of ensuring a consistent core message to all stakeholder groups can only be achieved through a well-planned communications campaign. The integration, consistency and complementarity needed to gain synergy and hence increased customer value and competitive advantage will only happen if a systematic and well-defined process is followed.

An initial decision to be made is whether or not the methods will involve push or pull strategies or a combination of both. Push strategies are targeted at marketing intermediaries (agents, distributors, brokers) and pull strategies at end customers. Methods involve choices such as stressing the USP (unique selling proposition) of the brand or the brand’s image, creating a resonance with the audience, using rational or emotional appeals. Other choices need to select methods on the scale of one-to-one versus one-to-many communications, interactive versus passive and information based versus image based.

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