根据科特勒的角度看，从客户的观点从根本上整个营销过程中，营销沟通是必不可少的过程，要传达的信息之间的企业和消费者，使目标受众对品牌的信任度和销售商。它有不同的方式到达观众，但主要目的是建立媒体，可以通知和说服消费者。营销沟通是企业与顾客建立无形关系的手段。确保客户正确地接收信息是主要步骤。通过营销沟通，消费者可以了解公司、产品和品牌。需要注意的一个事实是广告、营销传播和促销之间的区别。有人声称广告是营销组合的一部分，比广告更广泛更复杂。然而，很难区分两者之间的细微差别。因此，它们在本报告中的意思相同。传统上，在营销传播，包括广告、促销、赞助、公共关系、直接营销的几个要素，和个人销售。尽管已经分为好几个元素来区分差异。还有一些房间是重叠的。因此，它显示了整合营销传播的重要性。此外，有人声称，也有一些工具，也可以在营销传播组合，如包装，口碑，销售点，网络营销和展览。有人说，有两类，即线以上和线以下。线下包括广告，如电视广告、电台、报纸、报刊等。线下包括促销和公共关系。整合营销组合选择的主要原因在于，信息和信息可以通过各种渠道广泛地到达目标受众，以及更为合适和有效的方法来实现营销传播目标。通过多渠道促销，提高品牌意识，理解信息。此后，就可以采取购买行为，因此，每个营销传播组合元素在促销活动中都有促进品牌的特殊功能。目前，电视广告、赞助、促销是啤酒促销活动中常用的、必不可少的营销传播工具。此外，人们发现口碑对啤酒消费者有着重要的影响。这些营销传播的混合元素将下文进行讨论。
According to Kotler (2003, p.563) "A way of looking at the whole marketing process from the viewpoint of customer" Fundamentally, marketing communication is the essential process to convey the message between corporations and consumers which is to make the target audience trust the brand and marketer Burnett (1993). It has the different methods to reach the audience but the main aim is to build the medium which can inform and persuade the consumers. Also, marketing communication is the method to establish the invisible relationship between firm and customers. To ensure the audience correctly received the message is primary step. By using marketing communication, consumers can understand about firms, products and brands (Kotler and Keller, 2006). One fact which needs to be noted is that the difference between advertising, marketing communication and promotion. It has been claimed that advertising is part of marketing mix which is wider and complex than advertising. However, it is hard to distinguish the slight difference between. Therefore, they mean the same meaning in this report. Traditionally, there are several elements in the marketing communication which includes advertising, sales promotion, sponsorship, public relations, direct marketing, and personal selling (Pickton and Broderick, 2005). Even though there has been divided into several elements to distinguish the difference. There is still some room which is overlapped. Hence, it shows the importance of integrated marketing communication. Moreover, it has been claimed that there are some tools which also can be in the marketing communication mix such as packaging, word of mouth, point of sales, E-marketing and exhibitions. It has been stated that there are two categories, namely, above the line and below the line. Above-the-line include advertising which needs to pay the space for promotion such as TV commercial, radio or newspaper and magazine of press. Below the line consist of sales promotion and public relations (Smith and Taylor, 2004). The main reason to choose integrated marketing mix is that the message and information can extensively reach the target audience by all channels as well as more suitable and effective methods to achieve marketing communication objectives. By multi-channels promotion, it increase the awareness of brand and comprehend the message. After this, the purchase action could be expected happen by consumers Patrick et al., 2004, Smith and Taylor, 2004) Hence, each marketing communication mix element has the particular function to promote the brand in marketing campaigns. Nowadays, TV commercial, sponsorship, sales promotion are popular and essential marketing communication tools to be used in beer promotion campaign. Also, it has been found that words of mouth play the major role to influence the some beer customer. These marketing communication mix elements will the discussed as below.
In beer promotion campaign,
Advertising:
Advertising is the primary element in the marketing communication mix. It is common to find that majority of audiences consider advertising equal to promotion. According to Kotler and Keller (2006) "Any paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor." It is a general definition of advertising but shows the key point of characteri
