Planning the campaign

• To build image and awareness of Fujitsu as Australia's leading brand of air conditioning
• Communicate the benefits of reverse cycle air conditioning compared with other heating systems
• Develop an integrated advertising point of sale (POS) retail campaign across winter and summer.

The next step, having identified Mark Taylor as the appropriate celebrity (and signing him up!) was to effectively use his endorsement in the campaign.

Diagram 3: Using Mark Taylor in the campaign

So far, we've looked at how Fujitsu identified its business objectives and its corresponding marketing objectives. We then examined why it selected personality endorsement as appropriate to its aims, and how it selected a marketing mix using advertising, public relations, publicity, and sales as its major tactics.

Do you sometimes confuse the meanings of advertising, promotion, publicity, public relations, and sales? This story may make these concepts clearer:

Diagram 4:'The Circus Comes to Town'.

Source: Promoting issues and ideas' by M. Booth and Associates