Marketing Communication

Running head: MARKETING COMMUNICATION
Marketing communication
Name of the student
Name of the university
Author note

1MARKETING COMMUNICATION
Executive summary
The aim of this report is to discuss about the proposed promotional plan for Edmond Bruno in
marketing their footwear in the premium and higher end market. This report discussed about the
pattern and format of the proposed and the approach of the advertisement to be followed. In
doing so, different elements are being discussed, which will help to have the most effective form
of marketing for Edmond Bruno. This report concluded that they should initiate customer
oriented approach to have better understanding of the target market trends.

2MARKETING COMMUNICATION
Table of Contents
Introduction......................................................................................................................................3
Promotional budget..........................................................................................................................3
Determination of the communication strategy................................................................................5
Identification of the key message for target audience.................................................................5
Identification of sources..............................................................................................................5
Rationale for messages................................................................................................................6
Identification of the problem statement...........................................................................................6
Identification of the target audience................................................................................................7
Product description..........................................................................................................................7
Identification of the major selling idea............................................................................................8
Identification of supporting information.........................................................................................9
Advertisement appeals and selling style..........................................................................................9
Advertisement execution...............................................................................................................10
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................12

3MARKETING COMMUNICATION
Introduction
The competitive scenario in the current business situations is causing the contemporary
business organizations to have an effective promotional and communication approach. This is
due to the reason that effective promotional approaches will help the business in staying ahead in
the competition. However, to have the effective promotional strategy, it is important to consider
a few factors such as proper allocation of funds, content and communication channels1. In the
previous assignment, it was identified that competition for Edmond Bruno is increasing with the
business situations are getting more competitive. Thus, it is important for them to have a holistic
promotional campaign.
This report will discuss about the allocation of the fund for promotional activities with
the help of a budget. In addition, the recommended communication strategy including the
message for the target audiences will also be provided and rationale behind it. This report will
also discuss about the problem statement and the design of the advertisements.
Promotional budget
Promotion Tools Amount
(in €)
Digital Media Marketing Tools
Facebook €4,000
Twitter €5,000
Youtube €7,500
Total Social Media Marketing expenses €16,500
1 Chen, S., Thomas, S. and Kohli, C., 2016. What Really Makes a Promotional Campaign Succeed on a
Crowdfunding Platform?: Guilt, Utilitarian Products, Emotional Messaging, And Fewer But Meaningful Rewards
Drive Donations. Journal of Advertising Research, 56(1), pp.81-94.