C/M/196. Marketing Communications of Orange

This paper discusses marketing communications theories in terms of conventional models and arguments. AIDA and AIDCA approaches were evaluated and set against the new theories. Orange advertisement policy was evaluated in the relevance to those theories. Sales promotion, public relational and publicity activity of Orange were also examined. Branding concepts were analysed and Orange's branding campaign pros and cons were discussed. Consumption constellation and marketing communications integration were also discussed. Recommendations for Orange how to improve its marketing communications programme have been given. Finally the paper concludes by giving the paper summary and highlighting Orange's main negative points in the communications campaign.