Marketing Communication Tools Ab.&Fitch
MARKETING HOME ASSIGNMENT
By: Szeremlei Péter
Seminar Leader: Kapitány József
Module Leader: Dr. Tom Owens
Topic:
Communication Tools
Abercrombie & Fitch Co.
1 Introduction
In terms of the general perception of all of the marketing mix elements that a firm may employ, it is perhaps promotion ' that is the most prominent P ' in the 4 P 's '. In fact to many people promotion is marketing. Promotion is a part of a firm 's overall effort to communicate with consumers and others about its product or service offering '. Both the company and the consumer have needs which they aim to fulfill; the profit making company wishes to improve or maintain profits and market share, and gain a better reputation than its competitors, and the consumer aims to reach his or her personal goals. The total product offering allows each party to move towards these goals, offering a bundle of satisfactions ' which fulfill needs in an instrumental and a psychological sense. The phrase Marketing Communications ' is generally preferred to the term promotion ', this term being reserved for a branch of communications called below-the-line sales promotion '.
2 Promotion or Marketing Communication
In a sense all marketing communication activity is a form of promotion, that is in one way or another is attempting to promote the interest of the brand, product range and/or company. What differentiates above the line ' activity from below the line activity ' is a somewhat arbitrary division. There is no universally accepted definition of either. Below the line activity is loosely classed as non-media advertising. Basically if an advertisement is submitted to a publication and a commission is paid to the advertising agency to feature the piece then this is deemed to be above the line ' communication. If no commission has been paid, for example in the case of a public relations press release, a trade exhibition or a sponsored sports event, this is referred
By: Szeremlei Péter
Seminar Leader: Kapitány József
Module Leader: Dr. Tom Owens
Topic:
Communication Tools
Abercrombie & Fitch Co.
1 Introduction
In terms of the general perception of all of the marketing mix elements that a firm may employ, it is perhaps promotion ' that is the most prominent P ' in the 4 P 's '. In fact to many people promotion is marketing. Promotion is a part of a firm 's overall effort to communicate with consumers and others about its product or service offering '. Both the company and the consumer have needs which they aim to fulfill; the profit making company wishes to improve or maintain profits and market share, and gain a better reputation than its competitors, and the consumer aims to reach his or her personal goals. The total product offering allows each party to move towards these goals, offering a bundle of satisfactions ' which fulfill needs in an instrumental and a psychological sense. The phrase Marketing Communications ' is generally preferred to the term promotion ', this term being reserved for a branch of communications called below-the-line sales promotion '.
2 Promotion or Marketing Communication
In a sense all marketing communication activity is a form of promotion, that is in one way or another is attempting to promote the interest of the brand, product range and/or company. What differentiates above the line ' activity from below the line activity ' is a somewhat arbitrary division. There is no universally accepted definition of either. Below the line activity is loosely classed as non-media advertising. Basically if an advertisement is submitted to a publication and a commission is paid to the advertising agency to feature the piece then this is deemed to be above the line ' communication. If no commission has been paid, for example in the case of a public relations press release, a trade exhibition or a sponsored sports event, this is referred
References: www.abercrombie.com www.jcrew.com www.gap.com http://yahoo.marketguide.com http://www.petitiononline.com/afnkt/petition.html http://www.americandecency.org/abercrombie.htm Kotler, Philip(1999) Principles of Marketing (2nd European Edition), Prentice Hall Europe, Milano, Wordcount: 4999