...after seventeen years the two companies fight over the trademark and JDB Group failed in the case. Thus, JDB Group decided to launch a new brand called Jia Duobao, which use the same formula as Wang Laoji (Net Ease 2012). Developing advertising campaigns that are responsive to the changes of new brand is crucial to JDB Group. Consequently, the firm quickly initiated an integrated marketing communication program by choosing a range of communication tools. 2. Overview of the campaign Jia Duobao Advertising Campaign | Advertising | Television, Newspaper and Outdoor Ads | Sales Promotion | Premium, Contests and Mid-autumn Festival Lucky Draw | Events and Sponsorship | London Olympic Event and Sponsorship of the Voice of China | Public Relation | Student Aid and Case Press Release | Internet and Interactive Media | Website, Social media and Online advertising | In order to take advantage of synergy among communication functions, JDB Group integrated various communication tools (Belch and Belch 2012). Table 1 presents a brief summary of those tools. Firstly, several ad campaigns were run to promote the new brand by television, newspaper and outdoor executions. Besides, to quickly occupy market share, JDB Group initiated extensive sale promotion, such as Mid-autumn Festival lucky draw and contests, in many cities of China. In...
Words: 3065 - Pages: 13
...communicate with their target audience, such as above and below the line promotion. Above the line promotion is used to advertise their product to a mass audience using tools such as the mass media and online advertising. However below the line promotion focuses on their target consumer and not so much the mass public. Below the line promotion is more likely to be seen closer to the point of sale on a much smaller scale. A further difference to these types of promotion is that above the line promotion generally used by larger firms as it is more costly whereas below the line promotion is seen to be more cost effective. 3- Redbull is one of the largest international businesses and are known for the exciting brand image and for their sponsorship tactics. Red Bull's international marketing campaign mainly aims at young men and extreme sports. These can be anything from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross and of course Formula 1. Infiniti as a car brand can utilise their sponsor with Sebastian Vettel and Redbull as they are now associated with the Rebull image. Formula 1 is one of the most widely televised sport in the world, and the fact that Infiniti have constant advertisement through the F1 cars will constantly raise...
Words: 707 - Pages: 3
...Communications and Brand Management NIKE: BUILDING A GLOBAL BRAND When Nike established itself in the marketplace, it used branding to achieve this goal by making its products immediately identifiable and recognizable in the marketplace. Nike’s brand image had a lot of characteristics, but the major ones were Awareness; Nike promoted their products by making sure that potential consumers recognized their brands and correctly associated the brand with a particular product. Consistency in the Marketplace: Nike has done an excellent job in keeping their products consistent in the marketplace. The consumer knows Nikes products for their quality, durability and most importantly its product differentiation from other competitors. Nike has developed strong brand equity in the United States due to its high level of brand awareness. Nike’s sources of brand equity in the US include; Brand Image, Price, Packaging, Brand Awareness and Positioning. These sources of brand equity have created unique, durable, and efficient products that are recognized worldwide leading to higher volume sales and higher profit margins against competing brands. Nike’s effort to become a global corporation has affected its sources of brand equity and brand image in the United States, Europe, and Asia positively. They achieved this by establishing their name in popular sports like soccer, track and field and tennis in Europe, basketball in America and cricket in Asia. According to the book, Best Practice Cases...
Words: 1038 - Pages: 5
...to several factors including frequent changes in ownership, erosion of the brand value of CC, the entry of new brands in the market, change in consumers’ preference for vodka-based drinks, etc. According to industry observers, one of the major factors that contributed to the drop in sales was low brand awareness among customers, especially the younger generation. A shrinking advertising budget and weakening of marketing efforts had resulted in consumers forgetting the CC brand, experts pointed out. Moreover, from being ranked among the top ten spirits in the world in terms of sales in 1985 to reaching 36th position in 2007 showed that the brand needed a revival, according to them. The weak postion was attributed to the decline in CC’s quaartely sales over a period of 17 years. To add to its troubles, its arch-rival, Crown Royal captured CC’s former place in the top ten spirit brands in the world. 3. Campaign Goal: While the goal is to increase the sales of alcohol. It was very clear and relevant. 4. Campaign Publics: What were the publics this campaign targeted? Were they segmented? How? What would you do differently with regard to targeting and segmenting of publics? The campaign targeted younger males other than the traditional 40-plus consumers. Then essence of the campaign was to “to tap into a quest some men go on to rediscover a little old-school masculinity, the kind that was more in fashion30 or 40 years ago than it is today---cigars, a drink after work, dressing...
Words: 1853 - Pages: 8
...organic food sales. Their growth and success is due to being highly selective about what they sell, they are also dedicated to high quality standards and their core values. They are also the first American grocer to be a nationally certified organic and ranked 284th in Fortune 500 (Pearce & Robinson, 2013). Whole Foods is struggling to maintain its edge over today’s competition, many of their competitors can purchase more product and sell it for less. Due to the rising awareness of healthier eating and farmers producing more organic and natural products Whole Foods finds itself in a precarious position. The position would be the fierce competition from big box retailers such as Wal*Mart, target, Costco, and the standard grocery stores. These competitors have the ability to order larger quantities at a lower cost giving them the ability to offer the natural or organic products at a lower price (Pearce & Robinson, 2013). Alternative Solutions 1. Increase brand awareness, image, and loyalty through advertising and public relations. The advantage of this is to promote the Whole Foods brand, and to increase their overall general sales by bringing in new customers. 2. Open smaller stores with just their instore private label known as 365, this being their version of the store brand gives them the opportunity to offer a quality product at a competitive price (Strom, 2015). This will also make give...
Words: 948 - Pages: 4
...USPS Case Analysis Problem Statement USPS was meeting to review the results of a tracking study that traced the effects of the “Products and Services” campaign on consumer attitudes toward USPS. The key issue is if the “Products and Services” theme and music would contribute to the 1989 Express Mail advertising campaign’s success. USPS also needs to address the general public’s perception of their reliability. Situational Analysis Company: USPS Strengths – access to entire network of mail distribution Weaknesses – consumers thought that USPS was unreliable, no volume discounts Product – Overnight Delivery Service (ONDS), guaranteed morning delivery, drop ship and reship service, weekend/holiday delivery at no extra charge, delivery to post office boxes Price - 8 oz letter costs $8.75, on call pick up for incremental charge of $4 per stop Promotion – 1988 advertising cost $5.5million Competition | Fed Ex | UPS | Emery-Purolator | Airborne | Product | Overnight Delivery Service (ONDS), warehousing and inventory management in conjunction with expedited delivery | Overnight Delivery Service (ONDS), package tracking, guaranteed deliver, morning deliver | Air and ground delivery service | Overnight Delivery Service (ONDS), | Price | 8oz letter cost $10.50, Volume discounts to secure large share of business accounts, $3 drop off discount | 8 oz letter costs $8.50, No discount for volume shippers | unknown | ODNS rate for the government: $5 for the first pound...
Words: 1631 - Pages: 7
...The Dar-es-salaam Medical Students’ Journal - DMSJ September 2010 IMAGE OF NURSING PROFESSION AS VIEWED BY SECONDARY SCHOOL STUDENTS IN ILALA DISTRICT, DAR ES SALAAM BY KIWANUKA ACHILLES, School of Nursing, 2009. ABSTRACT Objectives: The Broad objective: To assess knowledge and attitudes of secondary school students in Ilala district towards the nursing profession Specific objectives: To determine the awareness of nursing as a profession by secondary school students in Ilala district, explore factors that promote aspiration to enroll in nursing schools and to explore factors that deter aspiration to enroll in nursing schools. Methods: The study was exploratory cross sectional using both qualitative and quantitative methods and was conducted in Azania and Jangwani secondary schools in Ilala district. The sample size included 50 male and 50 female students who were opting for Physics, Chemistry and Biology from form III to form VI in the above mentioned schools. Results: Awareness above 50% for males was 79.2% (95%CI: 66.6, 91.8) while that of females was 76.9 % (95% CI: 65.4, 88.4). Awareness below 50% was 31.4% (95%CI: 8.4, 54.4) for the males while that for females was 31.1% (95% CI: 11.3, 50.9). Non awareness was mostly about nurses being capable of independent practice, making decisions for themselves, working with high technology, following physician’s orders without questioning and feeling good about what they do. Factors that were pointed out included: social, economical...
Words: 3205 - Pages: 13
...shelters and placing them in foster homes located all over Illinois and Northwest Indiana. This non-profit organization works very hard to assist the public with protecting and caring for these breeds. The organization helps to spay/neuter, fight against breed-specification legislation, help other rescue organizations and individuals by posting images of their dogs on their webpage for viewers to see, screen adoption applications for other non-profit organizations, educate the public about responsible bully breed ownership, combat dog fighting, and help promote a positive image and understanding of all bully breeds. They are a 100% volunteer organization and rely solely on donations from supporters, adoptions, and money they raise through fundraisers which all go right back to the dogs. In 2014, this organization helped rescue, rehabilitate, and, when they were ready, find forever homes for over 40 bully breed dogs. The non-profit organization “Don’t Bully My Breed” provides pit bull advocates with a code of ethics, and they fully support and help rescuers/owners practice ways of being a good handler of this specific breed by providing guidelines for them. So the question is, how do we make an organization receive a better reputation and more awareness to the public due to the type of breed of dog they 100% support through a public relations campaign? “Don’t Bully My Breed” provides information and background fully supporting the breeds that undergo bad reputations based on the...
Words: 5834 - Pages: 24
...Shocking but Effective: Techniques Used by Awareness Campaigns Images are everywhere in the media. We see commercials, billboards, magazine advertisements and more every day. Eventually, people stop paying attention to what the ads are saying and what they are selling or promoting. Commercials start to mush together in unimportance as we wait for our TV shows to return. Billboards blur into each other as we see the same messages portrayed over and over. This challenges advertising companies to come up with catchier slogans, more comical commercials or images, anything to get people to snap out of it and pay attention to what they have to say. This particular image is an underwater advertisement seen clearly through the water. It is an advertisement for the Watch Around Water campaign in Australia promoting the supervision of children at public pools. The background is blue in order to blend in with the water and to look like water as well. There is a white boy wearing swim trunks face-down on top of the blue, sprawled across the advertisement. It is apparent that he is a drowned child. On the bottom of the image, partially covered by the dead child’s foot are the words “Where’s Your Child?” Under this is the logo for the Watch Around Water campaign. The ad makes it personally when it asks “Where’s Your Child?” It further insinuates the question of “Are you watching them?” and makes the viewer feel responsible, as they should, for their child’s whereabouts. The purpose...
Words: 1077 - Pages: 5
...purpose of this memo is to propose a tobacco control policy. The health policy is expected to contribute towards prevention of notable effects resulting from tobacco use, especially smoking through reinforcing public awareness on the effects of cigarette smoking. Recommendations on policy implementation will also be offered. Summary/ Problem Statement Tobacco use, especially smoking has been attributed ample health conditions. World Health Organization identifies tobacco use as a core concern for public health, being one of the enormous threats to public health in the world. Despite the existence of public awareness programs, tobacco use continues to impact on our society economically, socially, and health wise. Therefore, it is time to introduce a more appropriate approach of passing the message to the peoplethat will complement the existing policies. The policy deals with cigarette packaging, where advertising images should be removed from cigarette packets and replaced with images passing health messages. Discussion Currently, cigarette manufacturers use the cigarette packet for advertisement, brand promotion, and some section for health message. Arguably, the health message section is often micro or impulsive to convey the strong health message to the public. The World Health Organization, 2015, reports that tobacco use contribute directly to the death of approximately 5.4 million people worldwide every year. This is a significant number of people dying, yet such...
Words: 817 - Pages: 4
...Introduction The public relations of an organization is like the air in the tires of a taxi. Nobody is really concerned about or notices the air in the tires until there is a puncture or a blow out. It is the taxi driver who should check and maintain the correct tire pressure. Public relations are the functions that provide benefits to the organization and its strategy and marketing functions. Organizational functions are those distinct advantages that a good PR campaign provides to an organization such as brand building, creating public awareness, providing feedback, etc. Public Relations Public relations are a constantly evolving and dynamic profession. It has come a long way from its image as a glamorous but anyone can do it job. In fact, as little as 20 years ago, it was highly recommended that to enter the profession, one needed nothing more than secretarial training. But public relations have grown beyond this image. Today, public relations are a sophisticated industry that needs individuals who are confident in their abilities and skills and are aware that they are well suited to a highly demanding profession. Today’s public relations practitioners have a range of tertiary qualifications and constantly try to improve and expand their knowledge and skills. “ Public relations specialists handle organizational functions such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and...
Words: 1103 - Pages: 5
...Introduction of Campaign The Spot Abuse Project is a campaign that aims to lower the increasing percentage of domestic violence. The campaign was launched on the 1st of May, 2014 by a nonprofit ad agency in the U.S called Serve Marketing. Serve Marketing partnered with Wisconsin Humane Society, Milwaukee County District Attorney’s Office, Milwaukee Police Department and Milwaukee Area Domestic Animal Control Commission to combat domestic violence. Serve Marketing kicked off their powerful public service campaign using social media, billboards, television ads and radio ads. The billboard ads from this public service campaign shows images of pets that have been abused along with young children next to the pets with chilling headlines. The PSAs from the TV and radio ads also reinforce the fact that viewers have the power to stop both animal and domestic abuse with just one phone call. The idea behind the campaign is to encourage more people to report animal abuse as soon as they suspect it as it could help individuals who might be suffering from domestic abuse. The effort is based on research that has been done by the Association of Prosecuting Attorneys (APA). The APA has found that 76% of individuals who are involved in animal abuse also abuse a member of their family. Since animal abuse is generally considered as an easier act to report than domestic abuse, if the campaign can succeed at convincing more people to dial 911 when they suspect an animal abuse case, there...
Words: 2917 - Pages: 12
...http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/3410294/How-Subway-overtook-McDonalds.html * An increase in public awareness * Gained a competitive advantage * Attracted new customers The first aim is ‘an increase in public awareness’ the article shows that an expert says "In a lot of city centres it has replaced the doner kebab shop as a place where people go to get food and hang out after the pub." Secondly Subway have ‘gained a competitive advantage’ by a different operating style to other sandwich shops, such as late opening hours, this gives it an advantage and is more in common with fast food chains such as McDonalds and Kentucky Fried Chicken than Prêt a Manger. Finally Subway have ‘attracted new customers’ this is shown by its 15-25 year olds as its core customers, it is now trendier among teenagers than McDonalds in certain parts of the country. This is article is valid and was written by a professional; journalist with facts that helped me with the information I needed. The second technique is market development, the aims are to: * Build or rebuild company image * Attract new customers http://www.washingtonpost.com/business/economy/the-rise-and-fall-of-subway-the-worlds-biggest-food-chain/2015/05/29/0ca0a84a-fa7a-11e4-a13c-193b1241d51a_story.html The first aim is to ‘Build or rebuild company image’ evidence is shown in the article where it explains that “Subway offer seemingly fresher, healthier, build-your-own meals”. Secondly...
Words: 524 - Pages: 3
...Introduction International Public Relations Campaigns are increasingly used by states, non-government organisations and multinational companies to achieve specific objectives, purposes or goals, especially to improve the situations, to exploit the target markets or to solve problems of the organizations. Theoretically, a PR campaign has been defined as a “concerted effort of an organization to build socially responsible relationships by achieving research-based goals through the application of communication strategies and the measurement of outcomes” (Kendall 1996, p.3). This paper examines the value of the modern-day IPR practice through a case study from an overwhelmingly successful IPR campaign ‘Best Job in the World’ sponsored by Tourism Queensland, Australia. Firstly, the research methodology will be introduced. Secondly, an introduction of the campaign will be sketched. In the third section of the paper, the analysis of the campaign is structured in three subitems with theoretical references. In the following section, a post-hoc evaluation tries to examine the case through a logical model. Lastly, by drawing from the previous analysis and evaluation, the paper exposes the findings in the values of modern-day IPR campaign. Research Methodology When considering what research methodology is appropriate and shall be adopted in the course of analyzing and evaluating this IPR campaign, it is important to understand the patterns and attributes of the study case. In view of...
Words: 4484 - Pages: 18
...Integrated Marketing Communications (IMC) Plan MKT/498 November 9, 2015 Integrated Marketing Communications (IMC) Plan Integrated Marketing Communication (IMC) is the use of branding that is used to deliver a message in traditional non-traditional markets with the use of different promotions. As different markets expand, determining potential target markets is a critical part of every business. The potential markets will help in delivering the message that Apple hopes to achieve with the iPad. By using the different marketing channels, Apple may be able to get a competitive advantage for the product by entering it at the right time. Apple continues to create products consumers love. Consumers and current customers are already excited about the launch of the new iPad Apple’s products speak for themselves; putting time into creating a marketing plan is necessary, however, no research is needed. Apple pretty much has an idea of who their target audience is. Executive Summary Apple is a top producer and innovator in the electronics market, and the Apple iPad is a product that marketer’s believe the consumer and the business sector are receptive too. Integrated Marketing Communication (IMC) utilizes branding that hopes to provide messages to Apple’s target markets. The Integrated Marketing Communication (IMC) plan for Apple iPad includes the opportunity analysis, marketing assessment, marketing strategy, IMC objectives, tactical planning, advertising, personal selling...
Words: 4949 - Pages: 20
