Part 1: Marketing Report
Introduction
With the advent of information technology and other kinds of technology, different industries and companies have pave the way for the creation and development of new electronic gadgets and other technological gadgets. With the awareness of the consumer with the latest designs and products, different industries are now joining different exhibits to showcase their latest inventions and discoveries. Some countries have been able to use this kind of events to help their tourism department to attract more tourists.
In Hong Kong, tourism is known to be the number one sources of income of the entire nation. This is because of different theme parks, events, festivals, and shopping malls in the country. Primarily, the main goal of this report is to provide a marketing approach for specific events in Hong Kong. In this report, the author will give emphasis on sporting event, specifically the Hong Kong Electronic Fair events in the country.
Type of Event
The event that will be given emphasis is the Hong Kong Electronics Fair. This event was organized by HK Trade Development Council and being held at Hong Kong Convention and Exhibition Centre. This event aims on enabling different electronic industries to showcase their latest products and designs and to make more people be aware of the existence of these innovative products.
Since Hong Kong has long been associated with the electronics business as well as the city continuous to be a leading light in this kind of industry, the Hong Kong government have established this event. The event includes all kinds of assemblies, components, electronic production as well as display technologies. Hong Kong Electronics Fair is conducted in different seasons like spring and Autumn Seasons. The aim is to help various industries all over the world to reach more target market by introducing their products and services at the fair.
In this event, the section of Product Demo & Launch Pad at the fair is being set to enable the exhibitors to market their latest products or services. The Hong Kong electronic fair is a very distinctive fair which attracts both industries and customers of electronic gadgets alike.
Age of the Event
The Hong Kong Trade Development Council has been established in 1966 and since then, the organisation has been able to provide different events to gather industries and customers to see the latest inventions in terms of electronic products and other relevant products and designs. The event has been running for more than a decade and the event is being held for spring or autumn seasons. The 2008 Hong Kong electronic Fair will be the 28th electronic fair held and is expected to attract more industries and customers from various parts of the world.
Target Market
The target market of the organization focuses on local and international visitors who are enthusiasts of the latest electronic products or services. The event has been the largest electronics fair all over Asia and the third largest in the global market. The attendance for the event as said to be steadily increasing annually reaching the capacity of the host of the event. The target market includes industries who will introduce or launch new and innovative products and designs and also customers who are attracted by the products presented.
Market Statistics
The estimated event goer during the exhibits are said to increase every edition. Every year the event has been able to attract for exhibitors and also more markets from different parts of the world. Accordingly, the market for electronic consumers in the country has been very vibrant. With the mobile subscriber penetration rate closing to 160% as well as the people amenable for adopting the latest technologies, Hong Kong has become a good testing venue for the latest IT innovations. Furthermore, the 7 million people who live in the country also have more than 28 million visitors (according to the last years statistics) and most of these tourists come to shop for the very latest and high quality electronic products and other technologies (Info, 2008).
Table 1
29th Edition Statistical Data :
Year
No. of Exhibitors
Gross Area
2008
2,610
65,117 sq. m.
Pest Analysis
Hong Kong Electronics Fairs will also be analysed through the use of PEST analysis.
o Political
The first aspect to be considered is the political environment of Hong Kong Electronics Fair which concerns the role of the government and its influence in the event. In addition, this also includes the extent to which the political aspects intervene in the economy. The Hong Kong government has been very supportive with different festivals and event since the government knows the significance of these events to their tourism industry.
Hong Kong government believes that these industries will be beneficial for the nations; the Hong Kong government is also open for other possibilities of considering the products of different industries which participated in the events.
Economical
The next aspect to be considered is the economic facto. Accordingly, the amount of economic activity in this kind of environment is extremely an important element for any events like Hong Kong. Whilst assessing the economic environment in which the Electronics Fair operates. The Hong Kong government tries to terminate the level of economic activity to provide positive and friendly environment for this kind of festivals and events. It can be said that Hong Kong economic situation is strong and stable. With this, the country is able to sustain good relation with different vendors and industries of electronic and technology gadgets in the global market. The economic stability of the region has helped the Hong Kong Electronics Fair to have a good economic performance.
o Socio-Cultural
It can be said that social environment is of great importance when being applied to different organisations, and in this case festivals or events like Electronic Fairs. Hong Kong has been considered as one of the Asian regions which is considered to have a strong market for electronic gadgets technological products, it can be said that the Hong Kong electronics Fair have a greater opportunity to grow even more in the global market. The demographic changes and the psychographics of the global market have open more chances for the electronics and technology industry to achieve its goal and mission.
o Technological
Lastly, technological factor has helped in reducing the barriers of entry for other electronic and technologically associated industries. It has also supplemented in the cost of capital in other regions, to enhance the products shown in Hong Kong electronics fair. Through the use of more advanced and efficient technology, Hong Kong electronics fair have been able to provide innovative products and gadgets to meet the needs of their target market.
Marketing Strategy
Positioning
As of now, visitors or travellers are not only visiting a certain place or events, simply just for fun. Most of them are looking for excitement, and more importantly learning process and most of them are looking for new products and services that would satisfy their needs. This is one of the reasons why, more and more countries are trying to be the number one choice of the tourists by providing them with exciting and unique travel experiences. The primary market for the said strategy will be local and international industries who want to show and promote their latest technology and electronic products and tourist who become potential customers for the event. The target market includes those individuals who want to have the latest in the electronic industry parents to see live horse racing events.
The said strategy will focus on attracting more industries to join the Hong Kong electronic Fair events and to attract more tourists to witness the exhibitions during the event. The said offers and services will get the attention of the target market from the said field. On the other hand, it will also have an influence to those technologically attached individuals. Because it will give them a sense of knowledge regarding on what is latest in the electronic market. Tourists are also welcomed as a target markets especially those who came to see the most innovative products and services. The said marketing plan will be benefited from the trade sector of the country; furthermore, it will also be benefited from the growing tourism industry of Hong Kong.
Communications Strategy
Communication strategy focuses on the entire relationship aspects of the Hong Kong Electronic fair events towards the target market. This can be done by different communication strategies that will mainly focus on communicating and relating with the electronic and technology fair events. It will be done by series of different communication method such as press, advertisement, website, seminars, and other events that are related to the said aspects. In terms of this approach, the use of Integrated Marketing communication strategy will be considered.
Primarily, the aim of communication strategy gives emphasis on the entire relationship to be build by the product to the target audience (Moschis, 1994) . The approach that will be considered in this market planning is the integrated marketing communication. IMC is known to be an effective approach for coordination the entire message and media used by an organization to collectively impact its perceived product value (Clowe & Baack 2004). Furthermore, this can be used for generating and sustaining close relationship with the target market by controlling efficiently all the information and message sent to them and by objectively encouraging two-way dialogues with their audience. In this regard, the aim of the IMC is to promote the world smartest beach bag through the use of different promotional aspects and the marketing approach to communicate the message of promoting the products to the target audience mentioned above (Moore and Thorson, 1996).
In this regard, advertisement will be conducted to position the Hong Kong electronics fair events product by different video and visits different venues for actual demonstration on the function and use of the electronic gadgets and other products and this will happen via direct relationship. Moreover, another approach is to use print advertisements through newspapers and magazines related to tourism and travel. And lastly, the use of the internet will be considered as the best way to communicate and reach more consumers through their website.
Sales Strategy
The sales strategy focuses on the direct relationship with the industries and customers who are enthusiastic with the new products and designs for the electronic products. This will be done by this will be done by process of offering different packages in order to come up with the demand, desire and budget of the HK Electronics Fair events. In addition to that, it will also be important to have a direct relationship with different trade areas in Hong Kong.
Marketing Budget
The advertisement of the entire project focuses on the TV, Newspaper ads, flyers as well as the Internet. Each TV advertisement causes HK0 dollars per 30 second ad per station. The newspaper ads cost HK0 per advertisement; furthermore, the flyers cost HK0, where in HK.10 each (Jacksack 2008).
Communication
Estimated Quantity
Estimated Cost Per Unit
Estimated Subtotal
Flyers
5,000
HK.10
HK0
Television
10
HK0
HK000
Website
1
HK0
HK0
Sponsorship
3
HK0
HK0
Total
HK750
This communication and marketing budget will focus on the relationship of the organization towards the primary market.
SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the Hong Kong, and describes the opportunities and threats facing Hong Kong Electronics Fair
Strengths
- Strong relationships with vendors that offer high-quality and innovative gadgets
- Excellent staff who are highly trained and very customer attentive.
- Great venue for clear and efficient exhibit
- High customer loyalty among repeat customers and industries who go to the event
Weaknesses
- Hong Kong electronic fair lacks a clear website that provides the objective of the event
- A large marketing budget to develop brand awareness in the area.
- The struggle to continually appear to be cutting edge.
Opportunities
- Growing market in the global market with a significant percentage of the target market still not aware that the event exists
- Increasing sales opportunities in other multinational industries and brands
Threats
- Competition from international trade and fair events.
Conclusion
Analysis shows that Hong Kong Electronic fair events should be able to use effective and efficient marketing strategy to position them in both the local and global market. Herein, the Hong Kong Trade and Development Council marketing approach will serve as their competitive edge to establish competitive position in the market. Furthermore, it can also be concluded that although the company has some weaknesses, they are able to make it as a potential factor to stay in the competitive market. This marketing plan is a helpful tool for the company to achieve their vision and mission. In order to market the Hong Kong Electronic fair events in Hong Kong, the government should be able to give importance on the value of these events in the entire HK tourism.
Reference
Clowe& Baack (2007) integrated advertising, promotion and marketing communications 3rd edition. Pearson Prentice Hall.
Moschis, G 1994. Marketing Strategies for the Mature Market. Quorum Books, Westport, CT.
Jacksack, S 2008, Setting a Marketing Budget, Score, viewed 18 October 2008, http://www.score.org/m_pr_11.html
Kotler et al (2004). Principle of marketing, the European edition.
Moore, J & Thorson, E 1996, Integrated Communication: Synergy of Persuasive, Lawrence Erlbaum Associates, Mahwah, NJ.
Part 2: Marketing Report
Portfolio of Festival
Summary
Marketing communication is one of the most important elements to generate target audience and to convey information to them. In this report, different events have been considered and analysed their marketing communication approach. The events include Hong Kong Electronics Fair, Hong Kong Rugby Seven, and Singapore Arts Festival. This paper has been able to provide details about marketing communication and how this can help an event to become successful. Analysis of the marketing communication of the three events has been considered and it shows that the three have been able to use different marketing communication approach and have different objectives in doing so. The Hong Kong Electronics fair objective was to attract tourists and electronic and gadget enthusiasts and to provide information and the latest electronic and technological products and services while the Hong Kong Rugby Seven, aims of attracting sports enthusiasts to visit Hong Kong and be part of the exciting tournament.
Singapore Arts festival campaign aims on promoting awareness on the cultural and arts elements of the nation not only in the local but also international level. By and large, it can be concluded that marketing communication approach is important to convey important message to the people.
Introduction
Marketing Communication has always been one of the key points to an enterprise’s success; how the products or services are being portrayed through the ads are very likely to help affect the sales rates. The aims of Marketing Communication are to convince consumers to use their products, to give them an alternative or convince them to change their current products, and to increase the company’s sales profits. Because of this, financial success is the goal of Marketing Communication, and it may be achieved through an equally successful persuasive ads. According to Shimp (2003), there is ample evidence that the century-long domination in marketing communications by mass media advertising and advertising agencies is coming to an end. Marketing budgets are being shifted away from traditional advertising to behavior-oriented disciplines like consumer promotion, direct marketing, and direct-response advertising. Retailers are gaining strength over manufacturers New media technologies are increasing the fragmentation of media usage. On the other hand, prime-time television, long the main channel for mass campaigns, has had its audience diminish from 90 percent to 68 percent in the last 20 years (Griffin & Mcarthur, 1997).
Every company is inevitably cast into the role of communicator and promoter. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. It has been noted that marketing communication is like a coin which has two sides. The first side of marketing communication is concerned with efficiently and effectively giving information and details about the company and the products or services to a chose market segments. However, in isolation, what to say and to whom this will be told can be nothing more than a risky second-guessing regarding the allegiances and interests of other individuals. The second face of marketing communication is the inquiry. This side of the marketing communication task gives emphasis with learning from other people regarding the values and interests, and eventually relating this to the interests of the personnel working in the organisation. Such process should logically precede the promotion of a specific standpoint in terms of product desirability and relevant consumer satisfaction (Fill, 2002
Eventually, several companies began to go beyond conventional practice and used other promotional specialists to improve and implement their market plans. Primary, the main goal of this report is to compare and analyse the strategic effectiveness of the marketing communications strategy used by different events or festivals in various countries. For this report, the sport events that will be analysed are the recent Hong Kong Electronics Fair, Hong Kong Rugby Seven, and Singapore Arts Festival. In this report, the marketing communication of each of the events will be given emphasis.
Overview of Marketing Communication
It is said that each and every organisation, may it be public, private or non-profit organisation should be able to consider strategic marketing approach so as to ensure competitive position in the marketplace (Moschis, 1994). One of the most important aspects of marketing is marketing communications (See Appendix 1). It is significant because it enables an industry to communicate effectively and efficiently with their target market. Marketing communications is the term generally preferred to promotions. It is a vital contributor to the satisfaction of customer needs and wants. As such, it is essential that managers have an understanding of the factors that are involved in the development of strategies that enable organizations to communicate with their consumers (Shimp, 2003), their channel participants and with other stakeholders, such that those relationships may be developed over the long term.
Every company is inevitably cast into the role of communicator and promoter. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. It has been noted that marketing communication is like a coin which has two sides. The first side of marketing communication is concerned with efficiently and effectively giving information and details about the company and the products or services to a chose market segments. However, in isolation, what to say and to whom this will be told can be nothing more than a risky second-guessing regarding the allegiances and interests of other individuals. The second face of marketing communication is the inquiry. This side of the marketing communication task gives emphasis with learning from other people regarding the values and interests, and eventually relating this to the interests of the personnel working in the organisation. Such process should logically precede the promotion of a specific standpoint in terms of product desirability and relevant consumer satisfaction (Fill, 2002)
The overall result of this effort is intended to be the positioning of the provider as an efficient preferred source of solutions to problems experienced by people as buyers and consumers. This is the managerial aim in managing marketing communication. The challenge is to ensure that expressive communicative activity is clear, consistent, and coherent, while also enabling and facilitating impressive communicative activity that aids judgement and decision-making. Marketing communication is widening in scope to embrace the idea that healthy relationships between customers and suppliers are the basis for the prosperity of each. Expectations are growing for authentic communication as part of a stakeholder relationship based on trust and commitment of core benefits to users and consumers so must be differentiated through benefit augmentation to attract buyer and consumer attention when promoted (Clow & Baack, 2004).
Comparison Analysis
Overview of the Electronic Events
Hong Kong Electronics Fair has been conducted to facilitate exhibits of the new electronic and technology products and designs from different industries and multinationals. It caters to the needs of the customers to know the latest and the most innovative products and services a company can offer. Throughout the years, the event was being held and each year new companies are joining the event showing and demonstrating their products and designs at the fair. Since there are more people who are purchasing and utilising electronics, the interest in these products is reflected in the growth of the Hong Kong Electronics Fair. Every year is considered a bigger event, having to expand their venue into the adjacent building so as to accommodate guests, exhibitors and spectators.
In order to attract more vendors and industries to show their new and latest products, the Hong Kong Electronics Fair events facilitators are using an efficient marketing communication. By implementing integrated communication more effectively, any firm may gain advantage by offering its product or service that is cost effective as compared to other products or service in the market. So the writers or speakers in any business organization may gain competitive advantage over its competitors by using effective business communication techniques as if they are differentiated from their competitors by offering their target market something unique and different that is of more value. So the business communication is more related to the concept of rhetoric which is treated as a discipline that concentrates on effective communication in oral, written and print media that places the audience at the center of communication activity. Herein, the event is using print advertisements, media and internet advertisement to announce when the event will be held. Through their official websites, people and industries can see the agenda of the event including the schedules.
It can be said that during the fair, most of the exhibitors of the events are using personal selling approach. Sales are an important part of any commercial transaction. The most common approach to personal selling pertains to a systematic process of continuous yet measurable methods in which the person selling describes his offered products or services in such a way that the buyer will be able to visualize how to benefit from the offered products or services in an economic way. Selling is basically a part of the implementation procedures of marketing. It often forms a particular grouping within a corporate structure, employing independent specialist operatives known as salesmen (Berger, Demsetz & Strahan 1999).
The continued interrogation in order to understand a consumer’s goal as well as the establishment of a set of feasible solutions by conveying the necessary information that convinces a buyer to achieve his goal at a reasonable cost is the main responsibility of the sales person. On the other hand, the main objective of professional sales is to be able to know the needs and satisfy the wants of consumers effectively, and therefore convert possible customers into actual and reliable ones.
Some of the distinct advantages of personal selling include the immediate access to feedback, the persuasive nature of the endeavours, the option of choosing a target audience for the sales person, and its capability to give detailed information. For some scholars, personal selling is a one to one communication with potential customers of a specific product or services with the intention of making a sale. In Business to business marketing communication, the concept of personal selling is considered essential. Through the aspect of personal selling, it enables the marketers that the entire campaign element has been integrated in order to achieve the desirable marketing communication objectives. Consumer does not separate or divide advertising, sales promotion, sponsorship and internet as marketing communications techniques. They tend to receive the messages from various sources and build-up either favourable or unfavourable images a certain products or services. As far as they are concerned, the source of the message is unimportant. What they will be concerned with is the content of the message and to what degree the product promise is actually delivered (Fill & Yeshin, 2001).
In addition, the use of effective communication plays a critical role in the Hong Kong Electronics Fait n in a way that it gives the opportunity for the product to sustain its marketability. The application of integrated marketing tools can enable the sellers or marketers to communicate with the other target segment. For instance because of the increasing popularity of the world wide web, each company that invests in having their own website will have the chance to reach consumers locally and internationally. This means that the reach of the product are also extended and expanded in the global market, through the use of integration of effective marketing communication approach. With this, products of different company in the Hong Kong Electronics Fair will be able to emerge quickly in the marketplace since the tools and approaches of integrated Business to business marketing communication will act as shop window for many businesses today. In addition, through personally selling integrated with it, this will also permit the clients to easily know important information about a specific product and to know the different features a specific product.
In addition, the effective marketing communication is also important in impacting the product since this will served as a marketing communication approach for effectively promoting the new electronic and technology products and services, which will aim to result in a more sales from other distribution channels.
The rationale for choosing this marketing channel is that Integrated marketing communication can help products to meet target consumers worldwide and this could be a great opportunity to be developed and in order for product to be quickly recognized by the target market.
Overview of the Sports Event
Rugby sevens is a variety of rugby union in which football is played with only seven players per side feature instead of the full 15. The Hong Kong Sevens have been established in 1976. It has been suggested that Rugby Sevens tournament will be logistically more possible and be a better spectacle than a 15-a side tournament. Accordingly, the Hong Kong Sevens Tournament has been noted to have a good history. This is now considered the iRB’s Jewel in the Crow in the series and has been able to grow in popularity with the spectators and players alike.
The marketing communication approach of this sporting event aims on telling the importance and the logistical reason for choosing Rugby Sevens tournament. The marketing communication approach features various promotional activities to reach target audiences from local and global market. They consider media through TV and radio advertisements, print advertisements through sports magazines and newspapers and interactive approach through mobile, online or the internet throught he official website of the Rugby Sevens which is http://www.hksevens.com.
The main goal is to target younger market through high-profile websites like and other social networking sites and the mobile activity. This marketing communication approach has used their official website to promote the tournament all over the world to spectators and players as well.
With the success of the of the Rugby Sevens tournament host in Hong Kong, it can be said that the marketing campaign and communication through the help of their website and other sponsors has been successful and effective. Through the marketing communication strategy of Hong Kong Rugby Sevens they are able to relay the messages to the public. Accordingly, it can be said that HK Rugby Sevens has been able to use integrated marketing communication approach to reach target audiences in both local and global market.
The IMC approach has been effective for campaigning Hong Kong Rugby Sevens as it helps in identifying the most useful and appropriate methods in communicating and establishing good customer relations, including good relationships with stakeholders like the sponsors of the Hong Kong Rugby Sevens like major brands such as Adidas and other brands. By and large, it can be said that Hong Kong Rugby Sevens has been successful in generating income and turnover through their comprehensive marketing communication approach.
Overview of the Cultural Events
The cultural event that will be given attention in this report is Singapore Arts Festival. The Singapore Arts Festival is considered as focus programmes for the Singaporean culture so as to provide a broad range of art programmes from all different parts of the world. This festival has been an essential symbol for the Singaporean culture. The festival has been able to introduce various entertaining and exciting programmes locally, nationally and internationally produces to the people of Singaporean, and it has been able to stimulate the interest of the people in terms of arts to raise the level of appreciation.
The Singapore Arts Festival started in 1977 as a national arts festival that celebrates local arts activity of the country’s diverse communities. Throughout the years, Singapore Arts Festival has been able to play a catalytic and symbiotic role in the development for the cultural and artistic life of the nation. This even has helped in transforming the city’s cultural landscape, turning into one of the major cultural hub today in the entire Asia. The event has impacted the work of artists and creates a growing public demand for the arts, establishing new cultural platforms, events as well as the movements which help in underpinning the lively cultural scene in present Singapore. Today the Singapore Arts festival has been described by an innovative and progressive spirits, committed to commissioning new art works by primarily Asian and Singaporean artists inverting in works which bridges cultures, disciplines, and geographical boundaries which explores contemporary and modern issues related to memory, history, migration and urban living; and discovering the existence and promising artists and encouraging both local and international artistic collaborations and exchanges.
In addition Singaporean Arts Festival, also give emphasis on an extensive programme of free outdoor performances in the entire island to bring the arts tit the doorsteps of Singaporeans. The festival has the ability to the create social network that conveys the process of festival collaborations and cultural dialogues.
Accordingly, the marketing communication of the Singapore Arts festival promotes and raises the cultural consciousness of the people from the local and the international market. Aside from this, Singapore Arts Festival also utilise celebrity endorsements by considering famous Artists to participate in the Singapore Arts Festival events. Through the use of an effective marketing communication approach by the Singapore Arts festival, it gives the opportunity to the festival to sustain its marketability and its visibility in the print and media advertisements and also interactive ads through their website. The application of this marketing communication approach enables the Singapore Arts festival to communicate with the other target segment. For instance because of the increasing popularity of the World Wide Web, Singapore Arts Festival have the chance to reach consumers locally and internationally. This means that the reach of the festival are also extended and expanded in the global market through the use of integrated marketing communication.
Conclusion
Marketing communication approach is said to have many benefits among different products, organizations, events. Through an effective communication, the message is being relayed to the target audience effectively. Furthermore, this will also permit the clients to easily determine the essential information about the events may it be sporting, community and cultural events. Analysis shows that each of these events has been able to use unique but effective marketing communication approach. The three events: Hong Kong Electronics Fair, Hong Kong Rugby Sevens and Singapore Arts Festivals have used integrated marketing communication approach to market the events. The three has been able to have successful marketing campaign because of their comprehensive marketing communication approach.
Different evernts have decided to set aside traditional approaches and have come to accept the innovative perspectives in promoting their products and services to their target market. Herein, marketing concepts has exceeded from the connotation of being an expense to being a part of the industry’s essential investment; from being product-focused to becoming customer oriented. The context of both marketing and advertising can be considered as investment because of the potential profit that may emerge upon implementation of such strategies. Furthermore, instead of emphasizing product attributes, many firms have realized that it is the customer is more important to be given attention for every marketing strategy since the customer are the recipient and the ultimate assessor of the products and services the company provides. In order to do so, many marketers are able to consider the use of Integrated Marketing Communication (IMC). By and large, it can be said that the new communication model of integrating personal selling can help different industries to significantly improve marketing communication and help different events and festivals meet their short-term and long-term business objectives and establish stronger relationships with all of their target audiences.
Reference
Berger, A.N., R.S. Demsetz and P.E. Strahan (1999), ‘The consolidation of the financial services industry: causes, consequences, and implications for the future’, Journal of Banking and Finance, 23, 135-194.
Borden, NH 1965, “The Concept of the Marketing Mix,” in Schwartz, G., (Ed.), Science in Marketing, New York: John Willey and Sons, pp. 386-397.
Clow, KE & Baack, D 2004, Integrated advertising, promotion, &marketing communications, 2nd edn, Prentice Hall, Upper Saddle River, NJ
Fill, C and Yeshin T 2001, The Official CIM Course book: Integrated Marketing Communications, Butterworth-Heinemann, Oxford.
Fill, C 2002, Marketing Communications: Contexts, Strategies and Applications e. Harlow: Pearson Education.
Harris, A, 2006, ‘Sporting chance!’, Coventry Evening Telegraph (England),
Shimp, TA 2000, Advertising Promotion: Supplemental Aspects of Integrated Marketing Communications, 5th edn, The Dryden Press, Harcourt College Publishers, Fort Worth, TX.
Shimp, TA 2002, Advertising, Promotional and Supplemental Aspects of Integrated Marketing Communications. The Dryden Press, Harcourt College Publishers, Fort Worth, TX.
Appendices
Appendix 1
Marketing Communication Process
Source: Borden, 1965.
Credit:ivythesis.typepad.com
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