Đang tải... (xem toàn văn)
TRƯỜNG ĐẠI HỌC TÀI CHÍNH MARKETING KHOA MARKETING BÀI KẾT THÚC HỌC PHẦN MÔN TRUYỀN THÔNG MARKETING TÍCH HỢP (IMC) CHO THƯƠNG HIỆU GIÀY THỂ THAO PUMA. INTEGRATED MARKETING COMMUNICATIONS. QUESTION 1QUESTION 21.Introduction1.1.Overview1.2.Mission1.3.About product2.IMC objectives3.Target audiences4.Program4.1Creative strategy4.2Public Relation4.3Advertising4.4Sale Promotion4.5Direct Marketing4.6Timeline and Budget4.7Measurement and controlREFERENCESFIGURE LISTFigure 1: Communication processFigure 2: Example for sale promotion activityFigure 3: Logo PumaFigure 4: Poster for program “Comeback together”Figure 5: KOLs’ Tiktok channelsFigure 6: Poster Advertising on InstagramFigure 7: Account PUMA on InstagramFigure 8: Billboard of PUMAFigure 9: Poster at waiting room busFigure 10: TVC of PUMAFigure 11: Back to the 80s program awardFigure 12: Poster for the festival “Come back with power
UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING INTEGRATED MARKETING COMMUNICATIONS Major: MANAGER MARKETING Class: Class code: Lecturers: Nguyễn Thị Minh Ngọc Ho Chi Minh city, 2021 UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING INTEGRATED MARKETING COMMUNICATIONS Major: MANAGER MARKETING Members’s group Class: Class code: Lecturers: Nguyễn Thị Minh Ngọc Ho Chi Minh city, 2021 Ho Chi Minh city, 2021 SOCIALIST REPUBLIC OF VIETNAM Independence – Freedom – Happiness MINUTES OF ASSESSMENT OF WORK COMPLIANCE Time: Friday, 10/12/2021 Format: online meeting Members present: 4 Member is absent/Reason: Chairperson of the meeting (Group leader): Secretary of the meeting: Evaluation results are agreed and summarized as follows: Numbe r Họ tên MSSV Phone number Level of job completion 100% 100% 100% 100% The evaluation meeting ended at 11:30AM on the same day Secretary Chairperson (Sign and write full name) (Sign and write full name) i Sign TABLE OF CONTENTS QUESTION QUESTION Introduction 1.1 Overview 1.2 Mission 1.3 About product IMC objectives Target audiences Program 11 4.1 Creative strategy 11 4.2 Public Relation .12 4.3 Advertising .17 4.4 Sale Promotion .25 4.5 Direct Marketing 27 4.6 Timeline and Budget .28 4.7 Measurement and control .32 REFERENCES 34 ii FIGURE LIST Figure 1: Communication process Figure 2: Example for sale promotion activity .5 Figure 3: Logo Puma Figure 4: Poster for program “Comeback together” 13 Figure 5: KOLs’ Tiktok channels 21 Figure 6: Poster Advertising on Instagram 22 Figure 7: Account PUMA on Instagram .22 Figure 8: Billboard of PUMA .23 Figure 9: Poster at waiting room bus 23 Figure 10: TVC of PUMA .24 Figure 11: "Back to the 80's"program award 26 Figure 12: Poster for the festival “Come back with power” 26 iii TABLE LIST Table 1: Target audiences Table 2: Press Release 15 Table 3: Timeline 28 Table 4: Budget 30 iv QUESTION The communication process The communication process refers to a series of actions or steps taken in order to successfully communicate It involves several components such as the sender of the communication, the actual message being sent, the encoding of the message, the receiver, and the decoding of the message There are also various channels of communication to consider within the communication process This refers to the way a message is sent This can be through various mediums such as voice, audio, video, writing email, fax, or body language The overall goal of the communication process is to present an individual or party with information and have them understand it The sender must choose the most appropriate medium in order for the communication process to have worked successfully Parts of the communication process Figure 1: Communication process Sender (Advertiser) The person that can be companies or people who have products, services, or brands and want to deliver a message to a recipient Source Choose a person or image to represent to convey the message We should pay attention to source attribute: Credibility: Source must have knowledge, skill, expertise, and information's source transfer must be trustworthy, unbiased and objective Attractiveness: Source must be similarity, familiarity, and likeability Power: Source affects the receiver's perception including levels: Perceived control (The fastest and simplest): When looking at the source, the receiver will have an immediate perception in the positive or negative direction Perceived concern: Source has the ability to make the receiver think or change the receiver's perception Perceived scrutiny (highest level): Source has enough power to change receiver behavior Risks of using celebrities The celebrity may overshadow the product being endorsed Example: Highlands Coffee's advertising campaign has the participation of Huynh Lap and Cano, but because their reputation is too great and the receiver only focuses on their comedy story, they did not pay attention to the Highlands brand The celebrity may be overexposed, reducing his or her credibility Example: Ronaldo appears on the ads of many brands such as Shopee, Clear, KFC but these brands are not part of Ronaldo's football expertise and this will reduce his reputation and reduce reliability of receivers with brands The target audience may not be receptive to celebrity endorsers Because celebrities don't meet the criteria of similarity and celebrities and receivers are different objects Example: Ninh Duong Lan Ngoc advertises for Tiger beer, but the receivers of Tiger are male, so it is not suitable and not similar to Ninh Duong Lan Ngoc The celebrity’s behavior may pose a risk to the company Example: Trinh Sang is the face of Prada and when Trinh Sang was caught in a scandal, Prada's stock dropped Modes of celebrity presentation Endorsements: Contracts signed with celebrities to appear in posters, TVCs, for a certain period of time Representatives/ Ambassador: Long-term, higher-value and more binding contracts than endorsements, use celebrities' images in advertising campaigns and invite them to special events Testimonials: Celebrity uses the product and then they review or recommend it on social media Placements: Make products or brands appear naturally in music videos or movies Dramatizations: Create dramatic, compelling situations to attract customers Example: Vingroup sponsored the wedding cost for Dong Nhi and Ong Cao Thang at Vinpearl Phu Quoc in return, Dong Nhi and Ong Cao Thang had to provide wedding photos, grandiose wedding scales for the press to promote for Vinpearl Identification: Celebrities appear in the brand identity But now brands limit the use of identification because if the celebrity risk occurs, it will affect products and it will be expensive to recall the product Example: Sunsilk shampoo uses Ho Ngoc Ha's image on the packaging Encoding Put information into types: verbal, graphic, musical, animation When create message we have to pay attention to: Message structure: The strongest arguments should be placed at the beginning or end of the message, never in the middle Message appeal choices: Rational and emotional Receiver’s field of experience Channel message main communications channel: Personal channels: Personal selling, word of mouth Non Personal channels: Print media, broadcast media Decoding Field of Experience Overlap Different words: Receivers not understand the message that the sender wants to convey because the receiver experience and the sender experience are far apart Moderate commonality: Receivers understand part of the message that the sender wants to convey because the receiver experience and the sender experience have a partial overlap High commonality: Receivers understand the message that the sender wants to convey because the receiver experience and the sender experience are highly similar In communication, the sender's field of experience and the receiver's field of experience is different, so when encoding, the sender has to study the receiver's field of experience to see what their experience area has and how they tend to decode Receiver Customer, shipping intermediaries, distributors, the public, financial intermediaries (banks, insurance companies, ), agents, competitors, This is the most important factor in the communications process because when the receiver changes, it affects and determines factors: encode, source, channel and response Noise Noise can come from a lot of different factors Even within the message, there can be an element of noise Response The response will change depending on the target audience Different receivers, the response will be different Response is the result of the communications process Response is divided into phases: Cognitive stage (Thinking), Affective stage (Feeling), Behavioral stage (Behaviour) models of the response process: