Marketing communication

The notice that is going to be ease uped to the public is Armani. The marketplace tool to be applied is such PR instrument as special point. Special grammatical case as a part of PR strategy is usu tout ensembley employed to enhance brand sensory faculty, as wellhead as to strengthen brand loyalty. Special showcase is also the scoop out tool to draw attention of mass media and in a real gentle not pushing manner make media mention the item in their news blogs, cover stories or journal articles.The actual fount is the presentation of new Armani burden for women. Considering the fact, that the chosen brand is a extravagance one, the egress organized should maintain the spirit of sumptuousness, comfort, exquisite taste and sophistication. The get of presentation is Armani you and only Since the gull audience is women from the upper rank of society, the crap should emphasize not just the femininity of each particular woman, merely also her status, her so-called cho senness, i.e. the fact that she belongs to the circle of chosen best raft. The unwrap is outstanding in PR and marketing intercourse, as it must g describeen the main idea of the slip it should be simple except sound.The objectives of the subject areTo create a news precedentTo draw media awareness and interestTo enhance brand awarenessTo strengthen customer loyalty.The goals of the type areTo tell around new product entering the market under Armani brand to show its advantages to localise audience To ensure initial try of the product To get immediate feedback from target customers To initiate mentioning the brand in media sources. Target audience of the eventcelebrities mostly women journalists market experts caller-out representatives. Planning process. commencement ceremony of all, it is unplumbed to find appropriate premises where the event would be held and appropriately equip and design it. The design must be consistent with the general strategy and creed of t he presentation, thus it should emphasize the luxury and style of the brand. The location of the premises must be convenient and smooth to find. Otherwise, the guest will not simply be able to present there. Moreover, it is also important to understand that all business and celebrity people are very bust. So, they will not spent their time exhausting to get to some un faren place.Secondly, it is important to make a list of invited guests. Special attention should be granted to media representatives. It is all-important(a) to choose train media, which can be possibly interested in covering the event. Thus, for Armani perfume target media arelifestyle magazines, journals for women, entertainment TV channels, lifestyle TV channels.It is necessary to take care of invitations and ensure that all the invitations are given to guests. Invitations themselves can present a marketing tool if design appropriately. Thus, it is recommended to handling the services of first class design-age ncies and polygraphists. No mail or email is admissible to distri notwithstandinge invitations. It is preferable that invitations are handled by specially engage people. It will not only ensure that all our guests get their invitations, but also will emphasize the special status of the event.The third important point is providing for the proper announcement of the event. Both media and marketing support apply. First of all, it is important to launch a small preliminary PR beseech of informational character in order to stipulate the interest for proximo event. In order to provoke media interest, it is necessary to start acting about 2 months prior to the event implementing information campaign. This campaign should includethe rumors about future fragrance briefly articles in press commentaries of orders way that somehow slightly touch the theme of the new perfume merchandise campaign should be the logical continuation of the PR campaign started. merchandising campaign should be based primarily on advertising. It is preferable to intake the following types of advertisingadvertising in press the target media sources that were mentioned in a higher place (entertainment lifestyles for women) billboards and citilights Outdoor advertising is not recommended, since we deal with a luxury product, we inquire to choose adequate advertising carriers.However, it is very important to keep in mind, that it is very easy to cross the line and give too much information during this preliminary campaign. It would be a mistake, since all the inherent and important the target audience must get visiting the event. Moreover, using heavy advertising it is possibly to provoke substantial interest of customers so that the latter(prenominal) would inquire about the product (having a desire to purchase it) at the point-of-sales and would be disappointed not be able to buy perfume.Thus, it is crucial to mention at the advertisement something like Soon to come or In future in your stores, just letting target customers know that it is not possible to buy the product right now.Announcing the eventlead days prior to the event, it is necessary to write and sent to all target media press-release announcing the event. Press-release is a all of a sudden description of the upcoming event. The obligatory requisites of press-release are fight of the event,place and time of the event,short description, key participants,the date when the release is scripted and sent,the contact details for journalists accreditation.Press-release not just tells about the upcoming event, but it is also used often by the journalists to prepare their materials afterwards. Moreover, press-releases can be bet oned in some media and informational agencies, what will ensure extra mentioning of the society or brand in media. Press-release should not be too big. It should short but clear. Press-releases are printed on the companys brand style paper containing logo of the brand.The actual eventAt the date of the event it is necessary to make journalists accreditation writingthe name,contacts,media represented of the journalists present at the event.Provided with such a list, it is easier to track whether the info about the event was published or not. Another important thing to prepare is special press kit out to handle to journalists during the event. The typical press-kit should containbrief info about the company and the brand presented agenda of the event short description of the event (based on press-release) detailed description of the product.Press-kits help journalists to prepare their materials for coverage and increase the chances of the event or the brand to be covered in media. Moreover, press-kits can be also a marketing tool. Special leaflets and small booklets with info about the company and the brand should be in easy distribution, so that all visitors can take out such materials. This will ensure additional soundness of the company and brand.Evaluat ionThe final stage of event giving medication and media support is preparing and sending-out post-release and monitoring media coverage afterwards. The post-release states in the past tense that the event took place and contains the short description of the event. Post-release are sent to all target media as well.The monitoring phase is quite important, since it enables us to evaluate how potent the organization of the event was. The media monitoring showshow many articles, comments or other materials appeared in media after the eventwhat emotional character those materials have positive, negative, neutralwhat type media covered the event magazines, TV, newspapers etc.In general, the effectiveness of the marketing communication of the special event can be based onthe subject of visitors the comments and materials in press the width of media coverage the volume of sales short time after the event. In such a way, special event organization should necessarily be supported by approp riate marketing communication that must contain both PR and advertising support. The essential instruments are press- and post-releases, press-kits and other marketing tools (info leaflets), advertising in press, billboards and citilights. An important post event procedure is media monitoring.References1. Applbaum K. (2004) The selling Era Routledge, New York2. Brown S. (2000) Imagining Marketing Art, aesthetics and the avant-garde Routledge, London3.Cateora P. (1990)International Marketing, 7th ed. Irwin, Homewood, IL4.Drucker P. (1977) People and Performance Harper College Press, NY5.Eastman S. (2000) Research in Media Promotion Lawrence Erlbaum Associates, Mahwah, NJ6. Goleman D.(1997). Emotional Intelligence Why It Can Matter More than IQ Reprint edition, Bantam, NY