customers to choose their products at the same time in the local newspaper such as China Press newspaper, Star newspaper and Berita Harian newspaper. Another example is in Golden Screen Cinema, everytime before a movie starts, the advertisement of Celcom will be played and let the audiences know about the class of that particular movie. Besides, Celcom has invited Taiwan artist, Lee Hom to become their spokesperson in order to promote the product and also capture the customers’ attraction especially teenagers. 23
BMMK5103 Next, second tool used by Celcom to promote Celcom Broadband is Internet marketing, which also called as I-marketing, web-marketing and online-marketing. Internet marketing promotes the products or services over the internet. Celcom used the power of internet wisely because they can promote, inform, get attention, and persuade the internet users to use their broadband in a cheaper and efficient way, as the expensive printed cost can be eliminated. Moreover, Celcom has their own group or page in some popular social networking site like Facebook, Twitter and Friendster. In addition, Celcom had joined Nuffnang, which is a blog advertising community. Through Nuffnang, Celcom can do their advertisements on the famous bloggers’ blogs with a single picture or a slogan. When the internet users are surfing their favourite blogs, they will see the advertisement that made by Celcom and it can links them from the blog to Celcom’s official website for further informations by just clicking it. This is the easiest and efficient way for Celcom to promote their Celcom Broadband because most of the people nowadays really rely on Internet and they can updates the latest promotion or information by their finger. Moreover, Celcom also used the public relations as one of their advertising strategies. In order to build good relationship, obtaining favorable publicity and build a good corporate image, Celcom has sponsor for special event such as GoMobile 2010, Euro 2008 and also the Blue Ribbon Campaign (BRC) which is a campaign that educate the public about the childhood cancer. Through the sponsorship done by Celcom, Customer will found out that Celcom is a company that trustworthy and they will consider to purchase products and services from Celcom when they need it. Besides, Celcom broadband also use public relation to announcement regarding management, speculation, and current issue. The last strategy used to promote Celcom Broadband is sales promotion. Celcom takes on consumer-oriented which targeted to the ultimate users of a product or service through rebates, contests, and discounts. For example, Celcom Broadband has come out with a great discount which customer can choose their limited edition “Fortune Mask USB Modem”.
- Spring '16
- Marketing, Celcom