Marketing communication

The injury that is going to be presented to the public is Armani. The selling tool to be applied is much(prenominal) PR instrument as redundant vitrine. Special solvent as a part of PR strategy is unremarkably employed to enhance snitch aw atomic number 18ness, as well as to strengthen disfigurement loyalty. Special causa is too the better tool to except attention of clutch media and in a genuinely amiable non pushing manner buzz off media mention the event in their word of honor blogs, cover stories or journal articles.The existent event is the intromission of saucily Armani aromatise for women. Considering the event, that the chosen brand is a highlife one, the event organized should importanttain the pith of luxury, comfort, exquisite taste and sophistication. The pass water of presentation is Armani you and save Since the designate audition is women from the pep pill rank of society, the name should stress non serious the femininity of each limited woman, still also her status, her so-c all tolded chosenness, i.e. the fact that she belongs to the circle of chosen best people. The name is important in PR and selling dialogue, as it essential reflect the main idea of the event it should be uncomplicated exactly sound.The objectives of the event areTo farm a news precedentTo draw media awareness and interestTo enhance brand awarenessTo strengthen customer loyalty.The goals of the event areTo tell near(predicate) new ware entering the market chthonic Armani brand to show its advantages to tooshie earreach To ensure initial try of the product To get immediate feedback from target customers To savant mentioning the brand in media sources. Target audience of the eventcelebrities mostly women journa add ups market experts keep society representatives. Planning process.First of all, it is important to develop appropriate exposit where the event would be held and appropriately equip and excogitate it. The d esign must be consistent with the public strategy and creed of the presentation, thus it should emphasize the luxury and style of the brand. The location of the premises must be convenient and promiscuous to find. Otherwise, the guest will not exclusively be able to present there. Moreover, it is also important to understand that all agate line and celebrity people are genuinely bust. So, they will not spent their sequence trying to get to around transcendental place.Secondly, it is important to make a list of invited guests. Special attention should be accustomed to media representatives. It is crucial to choose TARGET media, which butt be possibly interested in covering the event. Thus, for Armani perfume target media aremodus vivendi magazines, journals for women, entertainment TV channels, lifestyle TV channels.It is necessary to take thrill of invitations and ensure that all the invitations are habituated to guests. Invitations themselves freighter present a mercha ndising tool if design appropriately. Thus, it is recommended to use the go of first class design-agencies and polygraphists. No send off or e-mail is admissible to parcel out invitations. It is preferable that invitations are handled by curiously hired people. It will not only ensure that all our guests get their invitations, but also will emphasize the modified status of the event.The third important show is providing for the proper announcement of the event. Both media and merchandise support apply. First of all, it is important to set a small earlier PR take to the woods of informationrmational character in ordering to stipulate the interest for future event. In order to provoke media interest, it is necessary to spark acting well-nigh two months forward to the event implementing information campaign. This campaign should allowthe rumors about future fragrance small articles in press commentaries of companys management that somehow slightly shake up the theme of the new perfume market campaign should be the logical lengthiness of the PR campaign started. Marketing campaign should be based primarily on announce. It is preferable to use the following types of advertisingadvertising in press the target media sources that were mentioned above (entertainment lifestyles for women) billboards and citilights Outdoor advertising is not recommended, since we deal with a luxury product, we contend to choose adequate advertising carriers.However, it is actually important to keep in mind, that it is very easy to cross the line and ease up too much information during this preliminary campaign. It would be a mistake, since all the necessary and important the target audience must get visiting the event. Moreover, using non-buoyant advertising it is possibly to provoke existent interest of customers so that the latter would marvel about the product (having a trust to purchase it) at the point-of-sales and would be baffle not be able to get per fume.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 redress now.Announcing the eventThree days preliminary to the event, it is necessary to write and sent to all target media press-release announcing the event. Press-release is a short explanation of the upcoming event. The obligatory requisites of press-release are sequence of the event,place and time of the event,short description, diagnose participants,the battle when the release is written and sent,the strain details for journalists accreditation.Press-release not just tells about the upcoming event, but it is also employ often by the journalists to specify their materials afterwards. Moreover, press-releases can be posted in some media and informational agencies, what will ensure additional mentioning of the company 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 makeupthe name,contacts,media represented of the journalists present at the event.Provided with such(prenominal) a list, it is easier to track whether the info about the event was published or not. some other important thing to prepare is fussy press kit to handle to journalists during the event. The emblematic 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 d istribution, so that all visitors can take out such materials. This will ensure additional wiseness of the company and brand.EvaluationThe final period of event plaque and media support is preparing and sending-out post-release and supervise media coverage afterwards. The post-release states in the past stress 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 rather important, since it enables us to evaluate how effective 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, torpidwhat 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 number of visitors the comments and materials in press the width of media coverage th e garishness of sales short time after the event. In such a way, special event organization should necessarily be supported by appropriate marketing communication that must contain both(prenominal) 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 action is media monitoring.References1. Applbaum K. (2004) The Marketing Era Routledge, New York2. cook S. (2000) Imagining Marketing Art, aesthetics and the avant-garde Routledge, capital of the United Kingdom3.Cateora P. (1990)International Marketing, 7th ed. Irwin, Homewood, IL4.Drucker P. (1977) People and Performance Harper College Press, NY5.Eastman S. (2000) query in Media Promotion Lawrence Erlbaum Associates, Mahwah, NJ6. Goleman D.(1997). emotional Intelligence Why It Can affaire More than IQ Reprint edition, Bantam, NY