forumforfuturemarketing

The following document provides an insight into the work of the students of Stuttgart Media University in the summer semester 2009. The workbook deals with different topics of 360 degree marketing and shows what the future will bring.

Click here to download the E-Book “360° marketing - a glance into the future”

The index of the E-book

1   Introduction: 360° Marketing

2   Corporate Identity frameworks integrated market communication
2.1 Introduction
2.2 Definition Corporate Identity
2.3 Strategic Corporate identity process
2.4 Interdependence of corporate and brand identity
2.5 Corporate identity as a starting point for Integrated Market Communication
2.6 Corporate-Communications-Concept
2.7 Integrated market and company communication
2.8 Conclusion

In order to improve the quality of this blog, please consider the following rules.

1. Please use British English

2. Use a spell check programme (e.g. Word)

3. Avoid “you” in your sentences (as translation of the German “man”)

Cosmetics brand Rimmel London hosted a series of events called Groove Nights in 2004.

They were supposed to establish the brand’s name and image.

Presentation Rimmel Groove Nights

In 2005, traditional biscuit brand Leibniz started a campaign to differentiate themselves from cheap/low quality brands and to appeal to younger buyers.

Their cross media campaign proved to be very successful.

Presentation Leibniz Biscuits

got2b launched an extensive campaign in 2006/2007 to improve brand awareness and sales.

It was geared towards young males and females, and relied heavily on viral marketing and events.

Presentation got2b

Diamant launched a new product called Gelierzauber in 2007: a no-cook preserving sugar for jam.

The campaign was geared towards women and supposed to introduce the novel product, as well as emphasize its advantages and high quality.

Presentation Diamant Gelierzauber