Target audience and message alignment for integrated marketing communication of luxury products: entering the Chinese market
Yilmaz, Timucin (2014)
Pro gradu -tutkielma
Yilmaz, Timucin
2014
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2014092944978
https://urn.fi/URN:NBN:fi-fe2014092944978
Tiivistelmä
The purpose of this study is to identify opportunities to match marketing
communication message strategies with the target audience characteristics in
the Chinese luxury market entry context. Therefore, consumer behaviour and
psychographic marketing segmentation fields are being reviewed in a holistic
view in order to identify the similarities and connection points. Through the
analysis of the messages in advertisements placed in a certain luxury and
fine living magazine, message creation strategies are being anticipated.
communication message strategies with the target audience characteristics in
the Chinese luxury market entry context. Therefore, consumer behaviour and
psychographic marketing segmentation fields are being reviewed in a holistic
view in order to identify the similarities and connection points. Through the
analysis of the messages in advertisements placed in a certain luxury and
fine living magazine, message creation strategies are being anticipated.
Kokoelmat
Samankaltainen aineisto
Näytetään aineisto, joilla on samankaltaisia nimekkeitä, tekijöitä tai asiasanoja.
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