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gs online. So it is a great way to apply the new high technology to help the business. Searching for the commercial agent can also give a hand to the Calvin Klein. In that way, CK can save the human resource and some capital sources just needing the agent to sell the real products and keep it consistent with the CK style.
Probably the marketing channel is usual for CK, but these are the base of the success of CK.
2.6. The communication value of CK---the advertisement, the reputation and public relationship
2.6.1. The definition and eight approaches of communication value
Marketing communications mean the ways that the company informs, persuade and remind the consumers directing at the products and the brand. It represents the voice of the company and the brand or is the instrument that the company talks with the customers.
Marketing communications is so important so that an ideal method can change the destiny of the relative products even the company. Unfortunately, with the external environment changed much, the single communication way cannot have excellent effects. More methods come out gradually. So, this required the company to put to use the marketing communication mix. Generally speaking, in marketing the advertisement, the sales promotion, the festival event and experiencing, the public relation and broadcast, direct response marketing, the interactive marketing, the word of mouth marketing and the personal selling---these eight approaches (Kotler, 2011) are composed of the marketing communications system. For explaining every each way, we should know what it actually should do.
When we talk with the advertisement, all people will feel it is so familiar, and then only a few know its reality. In terms of advertisement, we must bear in mind that it is a paying way that taking the show and promotion centering on the notions, the products or the services by the given sponsors. Secondly, the promotion is usually the short-term activity to motivate the consumers or the commercial agencies to purchase the specific the products or services promptly. Thirdly, the festival event and the experiencing behavior launched by the company aim at creative the routine or some special communication feelings about the brand. Fourthly, the public relation and the broadcast are very crucial. Good and positive public image will increase the confidence of the consumers and prompt more clients to buy the products. Yeah, the company shall and should try every legal way to build and protect the favorable figure. Then, more indirect marketing becomes standing. Through the phone, the e-mail or the internet exchanging to boost the brand recognition, to improve the image and help selling the products and services, it is the true meaning of the direct marketing. It is substantially true that never do displease the consumers, especially the female customers. Having reported that at the same time of defending a female client the shop or the company would also lose over 300 shoppers of the same kind. All above tell a true that the verbal selling is so vital. The last one is the personal marketing. It is all known as a traditional but useful way to selling goods. Facing to face with a few potential customers, the sales man need to report what is the need of the customers, how well the products is and how to use these products. Calvin Klein also has these multi ways. Its advertisements are popular for its elegant, simple and sex