Analyse the marketing communication strategy of innocent drinks
I will send you the giude and resources later
Added on 21.06.2015 16:38
Students are expected to include in their analysis the following points:
i?? Who are their target audiences?
i?? What are Innocent Drinksi?? marketing communications objectives?
i?? What media have they used for any promotional material and whyhave they
used the media?
i?? What promotional tools (i.e advertising, public relations, direct marketing,
personal selling, sales promotions)and promotional material (i.e brochures,
leaflets, flyers, posters, videos, stickers, website, bags/notepads/pens etc) have
they used and why?
i?? Provide an in-depth and detailed analysis and critique on their promotional
tools and communication activities.
Recommend any changes for the company in terms of their marketing
communications based not only on their current marketing communication
activities but also on those of their competitors.
Students are expected to provide strong evidence of understanding of the
concepts which have been analysed in the classroom by referring and applying
those concepts in their report.
Students may use multiple sources for both practitioners and academics to
support their discussions and arguments. For example, the sources may include,
but is not limited to, the followings:
Arens, W, F.Weigold, M. and Arens, C. Contemporary Advertising, 2011,13th
edition, McGraw-Hill. ISBN: 978-0-07-122060-6
De Pelsmacker P., Geuens, M. and Van den Bergh, 2013, Foundations of
Marketing Communications-A European Perspective, Harlow: Financial
Times/Prentice Hall, ISBN978-0-273-77322-1
Belch, G. And Belch, M., 2009, Advertising and Promotion, 8th edition, London:
McGraw-Hill. ISBN: 978-0-07-128440-0
Fill, C., 2011, Essentials of Marketing Communications, Prentice Hall/Financial
Times. ISBN9786613173300 (electronic book)
Ogilvy, D. 2004, Confessions of an Advertising Man, London: Southbank
Publishing. ISBN: 13:978 1 904915 01 0
Shimp, T.A., 2010, Integrated Marketing Communication in Advertising and
Promotion, 8th Edition, South-Western, Cengage Learning. ISBN 13: 978-0-324-66531-4
Wells, W., Moriarty, S. and Burnett, J.,2011,Advertising: Principles and Practice,
9th edition: Pearson. ISBN-13: 9780273754510
Academic Journals (Available on LOCATE-Coventry University Library):
i?? Journal of Marketing Communications
i?? Journal of Interactive Marketing
i?? Journal of Public Relations Research
i?? Public Relations Review
i?? Journal of Advertising
i?? Journal of Current Issues and Research in Advertising
i?? Journal of Advertising Research
i?? International Journal of Research in Marketing
i?? International Journal of Advertising