Study On The Advertising Communication Strategy Of FMCG Industry

Marketing strategy plays significant role in the company's management and has great impact on the company's development. Advertising communication is an important part of marketing strategy. It aims to have the consumer to know the brand, establish or change their attitude to the company/brand/products in order to increase their consumption volume. In this case advertising communication has important influence to the promotion of a brand or product.Consumer market is different from the other marketing due to its own character such as consumer buys products frequently and with small quantity; consumers are easy to be influenced by the advertisement and etc. In this case the advertising communication strategy of consumer marketing also has its own character..Due to the great role of the advertising activities, enterprises attach great importance to the theory and application of advertising communication strategy. But there is still not a standard planning method for the advertising communication strategy for the FCMG industry now.This article takes a cosmetics company as a sample to describe, how to use the 6-step tool (to decide the marketing goal and budget of the advertising activities; to choose the audience and action objective; to plan the communication goal and position; to plan the IMC strategy; to choose the media strategy and to monitor and evaluate the advertising activities) to plan its own advertising communication strategy considering the industry character and its own tuner.The article uses 4 pictures, 3 tables and 10 books...