英语论文网

简介

      靴是最有名的脸部美肤和皮肤的保护时间超过150年的历史（靴官方网站）品牌在大英方之一。即使在1849年，靴子在英国成立，并随着时间的推移，它发展成为一个全球品牌。 7号是“1的化妆品和护肤品牌在英国，3名妇女在英国有7号的产品在他们的化妆包”（靴官网），特别是该系列产品的保护和完美的美丽血清。 BBC在2007年4月的报告后，保护和完美的美丽血清在英国彻底流行。英格兰marketing coursework作为一个领先的时尚品牌，自进入市场以来，保护和完美的美丽血清得到了令人骄傲的成绩，这是里程碑式的产品中的王牌美容与皮肤保护行业。它不仅是女性，但也为男性。发展到现在，它不仅具有对女性的产品，但对男人也有产品。这是说，在美容和保健品行业的一个奇迹。它也是本文的分析对象物。

1.0 Introduction 

Boots is one of the most famous face-beautifying and skin-protecting brand in Great Britian with longer than 150 years’ history (Boots Official Website). Even in 1849, Boots was established in England and along with the time going, it is developed to be one worldwide brand. No7 is “the number 1 cosmetics and skin care brand in the UK; 1 in 3 women in the UK have a No7 product in their makeup bag” (Boots Official Website), specially the series products of Protect & Perfect Beauty Serum. After BBC’s reporting about it in April 2007, Protect & Perfect Beauty Serum was popular thorough in UK. As one leading fashion brand, since coming into the market, Protect & Perfect Beauty Serum got proud achievement and it came to be the landmark product in the ace-beautifying and skin-protecting industry. It is not only for females but also for males. Developing to now, it not only has products for women, but also has products for men. It is said as one miracle in the beauty and health industry. It is also the analyzing object of this paper.

Content

1.0 Introduction 2
2.0 Marketing Communications 2
2.1 Marketing Communications MIX 3
2.2 Marketing Communications Tools 4
2.2.1 Advertising 4
2.2.2 Sales Promotion 4
2.2.3 Social Commercials 4
2.2.4 PR 5
2.2.5 Direct Marketing and Personal Selling 5
3.0 Boots’ No7-Practice 5
3.1 Message and Target Market 5
3.2 Marketing Communications Mix 6
3.2.1 Advertising 6
3.2.2 Social Commercials 7
3.2.3 Personal Selling 7
3.2.4 Promotion 7
3.3 Comparison in Hong Kong and UK 8
4.0 Integrated Marketing Communications 8
4.1 Definition of IMC 8
4.2 Key Chalenges for Boots Brand 9
4.3 Evaluation of level of Boots’ IMC 9
5.0 Boots’ No7 -Summar 2012 Campaign 9
5.1 Target Market & Marketing Communications Objectives 10
5.2 Marketing Communications Strategy 10
5.3 Message 11
5.4 Marketing Communications Mix 11
5.4.1 Advertising 11
5.4.2 Actual Activities 12
5.5 Budgeting 12
5.6 Integration 13
6.0 References 13

6.0 References

Altstiel, Tom, and Jean Grow. (2006). Advertising Strategy: Creative Tactics From the Outside/In. CA: Sage Publication Inc. pp17-22

Clow Kenneth E & Donald Baack. (2007). Integrated Advertising Promotion and Marketing Communication. 3rd Edition. Upper Saddle River. (pp6-7) (pp165-171)

Duncan, T.R. & Moriarty, S.E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing. Vol. 62 (2), p. 1-13.

Esther Thorson & Jeri Moore. (1996). Integrated Communication: synergy of persuasive voices. Routledge. pp22

Fill C. (2009). Marketing Communications: Interactivity, Commu本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。