INTEGRATED MARKETING COMMUNICATION PLAN FOR “BEYOND THE COVER” SEASON 6 : A Book Cover Design Contest
Hoang, Trang (2016)
Kymenlaakson ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201605046246
http://urn.fi/URN:NBN:fi:amk-201605046246
Tiivistelmä
This paper contains major findings to support the case company in the planning process of “Beyond the Cover Season 6”. The main concept of this study applied integrated marketing communications (IMC) theory and planning framework. The structure was divided into six chapters, namely: introduction, methodology, online branding, IMC theory, IMC plan in empirical practice, and conclusions.
The main objective was to develop a comprehensive communications plan for the case company by examining IMC and research methodology. On that account, the author’s attempt was to assist the case company in the development of communication infrastructure and promotion strategies. The plan proposed tactics to empower the brand image of BTC in Vietnam among national publishers, young designers and artists.
Qualitative and quantitative methods were combined in this study. The techniques chosen to collect data were email interviews, online survey, and secondary resources. Pertaining to investigate opinions and preferences of target segments, the author affirmed to apply unstructured questionnaire for email interviews as the most expedient communication method, whilst a structured survey was distributed online.
The empirical part of this thesis indicated a combination of tools and techniques to consult the case company accelerating brand awareness of BTC in Vietnam effectively. Those activities contemplated both online and an offline strategy, notwithstanding the main focus was e-public relations. Recommendations on allocating other resources for implementation were issued. Suggestions for future developments without detailed actions were listed by cause of the author's limitation in accessing relevant resources.
The main objective was to develop a comprehensive communications plan for the case company by examining IMC and research methodology. On that account, the author’s attempt was to assist the case company in the development of communication infrastructure and promotion strategies. The plan proposed tactics to empower the brand image of BTC in Vietnam among national publishers, young designers and artists.
Qualitative and quantitative methods were combined in this study. The techniques chosen to collect data were email interviews, online survey, and secondary resources. Pertaining to investigate opinions and preferences of target segments, the author affirmed to apply unstructured questionnaire for email interviews as the most expedient communication method, whilst a structured survey was distributed online.
The empirical part of this thesis indicated a combination of tools and techniques to consult the case company accelerating brand awareness of BTC in Vietnam effectively. Those activities contemplated both online and an offline strategy, notwithstanding the main focus was e-public relations. Recommendations on allocating other resources for implementation were issued. Suggestions for future developments without detailed actions were listed by cause of the author's limitation in accessing relevant resources.