Four Major of Communication Options of Hi-Tec Brand
Essay by buffalo1991 • November 25, 2015 • Article Review • 634 Words (3 Pages) • 1,353 Views
Hi-Tec Brand
Develop the four major of communication options of Hi-Tec Brand.
The four major communication options are: Advertising and Promotion, Interactive Marketing, Events and Experiences, and Mobile Marketing.
- Advertising and Promotion:
Above-the-line promotion based on mass media:
- television advertisement for raising awareness with the wider public
- press advertisements
- banner advertising
- billboards at locations
- branding (point-of-sale materials)
- promotional events (extranet)
- Interactive Marketing:
- YouTube
- Public Relations
- Also exhibitions and promotional events
- Viral marketing
- Events and Experiences:
- Collaborations with several organisations
- Sponsorships
- Exhibitions (promote and trade consumer shows)
- sales promotions
- viral marketing
- Mobile Marketing:
- direct mail (linking to e-commerce)
Liquid Mountaineering campaign contains more than only one of the major communication options, this campaign is basically advertising and promotion but then led to interactive marketing as the public was sharing it on social media and talked about this campaign a lot.
Analyse the four major of communication options of Hi-Tec which have been develop by you using six criteria of IMC Program (Coverage, Contribution, Communality, Complementary, Conformability and Cost)
Having analysed the four major communication options of Hi-Tec now the six criteria of IMC Program can be analysed.
First criteria is the coverage which means the reach of designated target market which is for Hi-Tec the junior market, outdoor sports, and specialist sports. The customers of these markets are mostly very active that means that they spend a lot of their free time in the outside or on events. Therefor events like exhibitions and public relations are important. Furthermore they covered a huge market with their Liquid Mountaineering campaign as the video has attracted more than 7.5 million viewer which most of them stick to the special market.
Next is the contribution which is the ability of a firm to create desired response. As the firm put up a clear brand image that is supported by the four major communication options in the right way the customers get satisfied. Furthermore it has strong USP’s that are mentioned in the Liquid Mountaineering campaign or supported by sponsorships Hi-tech has the ability to create desired response. The niche markets are focused on being like their idols which they are able with Hi-Tech products.
Third is the commonality that issues consistent and cohesive brand image. Being a firm that competes in a niche market the brand image can clearly be brought out because the range is not wide. All the images that can be seen in the article are adventurous and point to a high performance in niche sports. Sponsorships and campaigns also only point at the same goal. [pic 1]
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