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International Marketing Communications

KAI JIAO

3. Communication Strategies

Strategy is a word originated from ancient Greece meaning the art of leading an army. (Obolensky in Sadlers 1998) For this report, it specifically refers to the business tools and techniques that will be used in achieving company’s short time and long term objectives. Thus, a marketing communication strategy decides on the overall direction of the plan, therefore it is essential to formulate an appropriate strategy for an appropriate situation.

Generally speaking there are three strategies available to choose from. They are:

3.1 Pull Strategies

Pull strategy is a stimulate type of strategy that directed at targeted end user customers, through stages such as generating increase levels of awareness, informing and educating to change audience’s attitude, encourage involvement etc, aiming to bring about a motivation within the audience group and resulted in actions such as enquire and experiment, finally leads to repeat purchases. (Fill 2002)

Possible approaches could be used by BA:

    • Personal promotion within the terminal building

    • Direct marketing (via mails or emails)

    • Product and services demonstration on the Internet

      • 3.2

        Push Strategies

By performing some added value activities, Push strategy is a type of strategy that to push customers aimed at to bring out repeat purchase actions. (Fill 2002)

Possible approaches could be used by BA:

  • Advertisement on media

  • Sales promotion

  • Public relation with customers and all other interest groups

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