National and international integrated marketing communications at NIVEA

Communications strategies: communicate with different groupswhich information the company wants to be shared how this information should be presentedBasic requirements for a successful implementation of communications processeinformation  - high-specialized brancheemotion  - customer must know the productup-to-dateness  - similar to emotionsdetermine a communications strategy, geographical area of application - how far the planned marketing activities should be spread (local, regional, national, global)  temporal limits - continuous or intermittent limits to set priority of communications tools  creative strategy positioning - center point of communications strategy

two methods to allocate communications budgeteffects-based - measurement and forecasting,  non-effects-based technique - data from the past, percentage-of-sales or percentage-of-profita concave and s-shaped curve

Theoretical Foundations of Communications Strategies

Allocation of the Communications Budget