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The choice
to use magazines, billboards and social media as part of the collaboration’s
advertising relies on the fact that this type of communication has a high
ability to reach a large audience however the costs for this tool are important
(see figure 6.1). By using public relations with celebrity endorsement and a social
media blogger/influencer, the credibility given by the target audience becomes
higher and higher. Moreover, celebrities will attend the launching of the
collaboration in the various pop-up stores which will definitely create buzz
and attract a lot of people. With the last chosen tool that is direct
marketing, there is a high ability to deliver personal messages and the level
of interaction is quite high. With direct marketing, control becomes easier as
there is a high ability to target particular audiences and a high management’s
ability to adjust the deployment of this tool as circumstances changes (4C’s Fill,
2013).

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