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摘要：This report aims at discussing the effectiveness of Unilever’s marketing communication plan of one of its main consuming products, Lipton Tea. By analyzing the features of the advertisements and also the conception involved by this product, the author of this report intends to clarify the core principles of the communication of a consuming conception that is used by Unilever to influence the purchase behavior of the customer. The plan is divided in three major parts. Part 1 is an introduction of Unilever the company and also the major functions of marketing communication of Lipton Tea. Part 2 is a summarization of the major techniques used by Unilever to communicate the product conceptions through effective advertisements.

论文语言：英语论文 English
论文专业：广告设计管理
字数：2000字
学校国家：英国 U.K.
是否有数据处理要求：是
您的学校：英国排名5-10
论文用于：Master assignment 硕士课程作业

Table of Contents
Executive summary
This report aims at discussing 英国广告设计管理Essaythe effectiveness of Unilever’s marketing communication plan of one of its main consuming products, Lipton Tea. By analyzing the features of the advertisements and also the conception involved by this product, the author of this report intends to clarify the core principles of the communication of a consuming conception that is used by Unilever to influence the purchase behavior of the customer. The plan is divided in three major parts. Part 1 is an introduction of Unilever the company and also the major functions of marketing communication of Lipton Tea. Part 2 is a summarization of the major techniques used by Unilever to communicate the product conceptions through effective advertisements. Here, in order to analyze the functions of each technique, the author of this report tries to illustrate the technique by using concrete examples of Unilever’s advertisement. Part 3 is a brief evaluation of the effectiveness of the company’s marketing communication strategies reflected by the advertisements of Lipton Tea. Some recommendations are proposed according to the conclusion of this analytical report.

1. Introduction
2. The core message communicated by Unilever’s Lipton Tea
3. Planned ad campaign of Lipton Tea in the targeted market
3.1 Communication objectives
3.2 Evaluation of Unilever’s Lipton Tea advertisement
3.2.1 Customer expectations
3.2.2 Results in promoting brand impact
3.2.3 Communication skills revealed
4. Conclusion and recommendation
References
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Frank, Thomas (1997), The Conquest of Cool: Business Culture, Counterculture and the Rise of Consumerism, Chicago University Press.
Hofstede, Geert, (2001) Culture's Consequences, Comparing Values, Behaviors, Institutions, and Organizations Across Nations, Thousand Oaks CA: Sage Publications.https://www.51lunwen.org/ygshlw/
Silver, Pyke (2000). TQM Principles, New York, Columbia University Press.
Sanne van der Wal and Roos van Os (2007). Unilever Overview of controversial business practices in 2007, Amsterdam, May 2008.
Sullivan, J. (1999). What is infrastructure? Exploring international business environments. Boston, MA: Pearson Custom Publishing.
Towill & DelVecchio (1994); Berry, Naim, & Towill (1995); and Buzzell & Ortmeyer (1995). Groccery Chain Management. Chicago University Press. Chicago: Chicago, USA.