马来西亚Marketing市场学论文代写

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5.5.4 Leaflets 28

5.6 License, Broadcasting Rights 28

5.6.1 Fair Trade logo – License Package 28

5.6.2 Other Logos and License 28

5.6.3 Broadcast Rights – Music, Intellectual Property, etc. 28

5.7 Hire of Celebrities 29

5.8 Marketing Research, Public Relatio

ns, Personal Selling, Sales Promotion 29

5.8.1 Marketing Communications Agencies (Market Research) 29

5.8.2 Cool Hunters, Brand Development, Focus Groups 29

5.8.3 Tracking Studies 29

5.8.4 Provision for Negative Publicity 29

5.8.5 Press Releases 29

5.8.6 Personal Selling – Brand Development Manager 29

5.8.7 Personal Selling –Labour Costs – Cool Hunters Students 30

5.8.8 Personal Selling –Labour Costs – Cool Hunter Non-Students 30

5.8.9 Personal Selling –Labour Costs –Supervisors 30

5.9 Sales Promotion Road Show and Events 30

5.9.1 Sales Promotion Road Show Normal Size 30

5.9.2 Sales Promotion Road Show Stadium Size 30www.ukthesis.org

6.0 Budget 31

7.0 Gantt Chart Timeline for the Promotional Activities 31

8.0 Controls 32

9.0 Appendix Table of Content 34

Appendix 1, Bibliography 35

Books and Journal Articles 35

Websites and Online Resources 36

Other 37

Appendix 2, Tricks of the Trade 38

Appendix 3, Top 10 Climbers 40

Appendix 4, Budget 41

Appendix 5, Gantt Chart 42

List of Tables and Figures

Table 1: Implications For More Effective Use of Cause-related Alliances Page 12

Table 2: The Power of Integration in business communications 12

Table 3: Types of Advertising and CPM reached 13

Table 4: Outdoors Advertising’s Share Of Display Advertising1 13

Table 5: The Total Number of FTA UK Households (million), Q3 2002-Q4 2003 14

Table 6: Selected Leading Companies in the Home Viewing Market by Type of Activity, 2003 14

Table 7: Top 10 Radio Stations Ranked in Terms of Actual Listeners 15

Table 8: The Top 10 Web Parent Countries in the U.K. 2005 16

Table 9: Logo Poster Campaign Breakdown by Month and City 25

Table 10: Fair Players Poster Campaign Breakdown by Month and City 25

Table 11: Sales promotions Events: Dates and Locations Set 1 30

Table 12: Sales Promotions Events: Dates and Locations Set 2 31

Table 13: The Marketing Control Process 32

Table 14: Greatest Change in Number of Radio Listeners 40

Glossary of Terms

CPM – Cost per Million

CRM – Customer Relationship Management

FTA – Free to Air TV

MORI – Market and Opinion Research International

SWOT – Strengths, Weaknesses, Opportunities, Threats

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