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Marketing communications : a European perspective by Patrick De Pelsmacker, Maggie Geuens, Joeri Van Den Bergh

By Patrick De Pelsmacker, Maggie Geuens, Joeri Van Den Bergh

Advertising communique has an overpowering impression on either society and company. this article deals a entire review of the cornerstones, suggestions and purposes of promoting communications perform in a ecu context.

content material:

Chapter 1- built-in communications
Chapter 2 – Branding
Chapter three- How advertising communications work
Chapter four- aim groups
Chapter five- targets
Chapter 6- Budgets
Chapter 7- ads
Chapter eight- Media making plans
Chapter nine- advertisements learn
Chapter 10- Public Relations
Chapter eleven- Sponsorship
Chapter 12- revenues promotions
Chapter thirteen- Direct Marketing
Chapter 14- Point-of-purchase communications
Chapter 15- Exhibitions and alternate festivals
Chapter sixteen- own promoting
Chapter 17- E Communication
Chapter 18- moral concerns in advertising Communications  


summary: advertising conversation has an overpowering impression on either society and enterprise. this article bargains a entire evaluate of the cornerstones, strategies and functions of promoting communications perform in a eu context

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1986), ‘Managing Your Corporate Images’, Industrial Marketing Management, 15, 109–15. translate it into reality. Ideally, good strategy is communicated internally, and is compatible and workable. The interdependency of internal and external communications cannot be neglected. Advertising claims that are unrealistic, or external communications that are perceived as silly or inappropriate, will lead to gaps between the external communications of the company and the employees’ behaviour and their communications with target groups.

Corporate design is not just a matter of logos and slogans. Here are a number of examples in which intelligent design has contributed to the corporate or brand identity: – the shape of the container (Toilet Duck, Absolut Vodka); – a distinctive opening device (Grolsch beer); – the packaging material (Ferrero Rocher; Absolut Vodka); – the colour of the packaging (Marlboro); – the use of a personality (KFC and Colonel Sanders, the Marlboro cowboy). Besides communications and corporate design, corporate behaviour is also an important factor in making the corporate identity visible.

Corporate identity should therefore be constantly monitored and reviewed, along with the rapidly changing strategies. It is increasingly difficult for companies to differentiate themselves and their products from each other. Developing a distinctive corporate identity can be of crucial importance in developing a unique market position. QXD 26 1/28/10 3:11 PM Page 26 CHAPTER 1 / INTEGRATED COMMUNICATIONS ■ ■ ■ ■ Companies tend to become more global, and hence the danger of inconsistent communications by the various business units becomes greater.

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