...Mavondo Monash University, Clayton, Australia Barney 2003; Wu 2010). Previous studies describe the IMC process as a marketing capability because it combines and converts tangible and intangible inputs into outputs (Ratnatunga and Ewing 2005; O’Cass and Weerawardena 2010). In this sense, IMC is a market-relating deployment mechanism that enables the optimization of communication approaches to achieve superior communication effectiveness, which has other downstream benefits (e.g., brand and financial performance). The development of an IMC capability is likely to be felt through better performing campaigns, which in turn result in improved brand outcomes such as market position and financial performance (Duncan and Mulhern 2004; Reid 2005). Given the competitive challenges facing most firms, it is vital that brand managers and their agencies identify and react to competition and growth opportunities rapidly by building and sustaining marketing capabilities strategically and linking these directly to organizational objectives (O’Cass and Weerawardena 2009). Despite much conceptual work around defining IMC and theoretical posturing about the value of IMC for brands, little research has been undertaken to illustrate its value as a capability and demonstrate its value to brands. To address these issues, this study is grounded in the resource-based view (RBV) of the firm and considers IMC and its execution as a business capability that facilitates the translation of a firm’s communication-related...
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...INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993). The multiplication of media, demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid, 2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994). To date, academic research on IMC has been limited. The majority of empirical research...
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...Meenakshi Sharma Academic Associate: Nameeta Chandra Section B Date of Submission: July 2, 2011 [pic] INDIAN INSTITUTE OF MANAGEMENT, AHMEDABAD LETTER OF TRANSMITTAL To: Dr. Narendran, [do not use colon] Director, Indian Medicine (Siddha) College. From: XYZ [do not use colons] WIMWI. Date: xx/xx/2011 Sir, Subject: Report on analysis and recommended plan of action for Ramkumar’s proposal Enclosed is [the] report detailing the decision to be taken regarding Dr. Ramkumar’s proposal that Indian Medical (Siddha) College should file for patent of new drug, for treatment of atherosclerosis. I recommend that Patent is taken [use filed instead of taken] and [a] one-time fee for license-transfer for production of drugs is opted. Sincerely, XYZ EXECUTIVE SUMMARY Dr. Ramkumar has [had] approached you with [the] proposal that Indian Medical College should file [a] patent for his discovery of [the] new medicine, [comma not required] for treatment ofAtherosclerosis [spaces should be maintained]. A decision has to be arrived at [by] taking into account IMC’s problems [IMC’s problems have not been specifically stated in the case], [use and here instead of comma since the next point refers to Siddha and not IMC] objectives and also [the] welfare of Siddha [kindly be specific, can use propagation instead of welfare] system along with other factors like faculty motivation. You can opt to reject the proposal or...
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...figures whose content is incorporated here refer to Chapter 4, The IMC Planning Process, of Integrated Advertising, Promotion, and Marketing Communications, Clow & Baack, 5th Edition, Prentice Hall, 2011. Integrated Marketing Communications (IMC) is the term used to describe the entire program by which you communicate with your customers. The “face, personality and spirit” of your company and products (all marketing mix variables) should blend together to present a unified message. Note that an IMC plan is NOT a marketing plan. An IMC plan is the portion of the marketing plan that involves all promotional aspects of the marketing plan. All communications with customers, including but not limited to • personal selling • consumer sales promotions • trade (channel) promotions • advertising • public relations • corporate as well as product positioning • customer service experiences are included in a complete IMC plan. Each of these different communication types must be aligned with and in support of each other and the overall positioning (Value Image) of company. To develop a feeling of how this works, you may want to read the Lead-in Vignette from Chapter 4, PetsMart: It’s a Dog’s Life (which ain’t half bad), page 80, and then ask yourself these questions: 1. Can you identify pet owner “market segments”? What types of pet owner groups are present? 2. How is the PetsMart company viewed in relation to its competition? 3. Do you think pet owners will cut back or spend...
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...Ethical Challenges in Marketing Communication Ethics play an integral role in the development and sustenance of any personal or business relationship. Ethics determine the acceptable behaviors within a society and the overall behaviors of a business. Marketers must understand the impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. This paper will discuss various ethical challenges facing marketers today, identify internal and external factors on IMC, and formulate two ethical questions based upon the analysis. Ethics in Marketing The practice of ethics within an organization is an important but difficult concept to understand and practice. The reason ethics are difficult to manage is that the concept is so subjective (Duncan 2002, pp. 671). Ethical values differ between societies and individual relationships, therefore a company must decide on an ethical communication strategy and portray it as consistently as possible. Duncan (2002) describes three ethical considerations companies must understand when developing marketing communications and relationships with customers. Stereotyping Stereotyping plays a significant role in developing marketing strategies that are both effective and ethical. "The challenge for brands is to develop messages that strike a chord with targeted audiences without reinforcing negative stereotypes" (pp. 672). Companies must ensure that their marketing tactics...
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...1. How would you characterize the household wood furniture industry and BatesManor’s relative position in this industry? The wood furniture industry is a growing industry. Customer spending for wood furniture is highly cyclical and closely linked to the incidence of new housing starts, consumer confidence, and disposable personal income. It is a 12.4 billion dollar industry. Manufactures are becoming more vertically integrated. Every year more wood furniture is being imported into the US. 2. How do consumers buy furniture? Develop a buyer behavior model. The first step is the recognition for the need of a décor change. Many changes in peoples live lead to this recognition. These changes consist of getting married, moving locations, having children, growing older and wanting to downsize. 3. What is the purpose and role of the IMC mix in the household wood furniture industry? The IMC mix plays an important role on delivering information of the offering and even facilitating an exchange for the offering in the household wood furniture industry. A company could use IMC to convey the message that they have the highest quality furniture to their consumers, which would allow them to be in the consumers consideration set if they are looking for high quality wood furniture. The role and purpose of IMC is to deliver an integrated communication to the target consumers. The goal is to have “one voice” throughout all types of communication. In highly competitive industries...
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...certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show that more than 120 million people choose to stay at hotels under this brand. They operate in different segments, offering a variety of services and amenities differentiated based on quality and price. The parent company has 9 brands, the Intercontinental Hotels and Resorts, Crowne Plaza...
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...Running head: IMC IMC Agency Definition of an IMC agency: What is an IMC agency? Integrated Marketing Communication makes use of various methods for transferring information. All the ways are very well interconnected with each other. It helps to maintain a common essence in the message to be delivered. The core belief behind the interconnection of all the communicating methods is to magnify the impact of the message. Along with the increase in impact, it also helps in increasing the range of the target audience. All the techniques work better in consonance than when they perform alone. All those advertising agencies which blend all the promotional techniques together and make use for branding are termed as Integrated Marketing Agencies (Journal of Advertising research, 1997). These agencies provide creative marketing services which ensure that the marketing budget of the client is efficiently utilized. The IMC agencies provide services either in any specific marketing field or fully integrated strategic marketing service. The structure of these agencies depends on the range of skills and services which they provide to their clients. If the agency is large, the specialist employees are recruited and if the agency is small they employ generalists (Yeshin, 1998). Organizational structure of an IMC agency and their personnel IMC agencies coordinate all the marketing communication tools and sources available in the company into a flawless program which effectively utilizes...
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...1. How would you characterize the household wood furniture industry and BatesManor’s relative position in this industry? The wood furniture industry is a growing industry. Customer spending for wood furniture is highly cyclical and closely linked to the incidence of new housing starts, consumer confidence, and disposable personal income. It is a 12.4 billion dollar industry. Manufactures are becoming more vertically integrated. Every year more wood furniture is being imported into the US. 2. How do consumers buy furniture? Develop a buyer behavior model. The first step is the recognition for the need of a décor change. Many changes in peoples live lead to this recognition. These changes consist of getting married, moving locations, having children, growing older and wanting to downsize. 3. What is the purpose and role of the IMC mix in the household wood furniture industry? The IMC mix plays an important role on delivering information of the offering and even facilitating an exchange for the offering in the household wood furniture industry. A company could use IMC to convey the message that they have the highest quality furniture to their consumers, which would allow them to be in the consumers consideration set if they are looking for high quality wood furniture. The role and purpose of IMC is to deliver an integrated communication to the target consumers. The goal is to have “one voice” throughout all types of communication. In highly competitive industries...
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...Task You will write a report on three different campaigns that have used all or some integrated marketing communication (IMC) tools to achieve communications objectives such as awareness, image building, direct response and consumer engagement. A campaign has several executions under the same theme, so look for IMC campaigns where the same creative idea has been communicated across all or some IMC tools and media. Report 2500 words Your report, with correct referencing has to cover the following elements: a. introduce the three different IMC campaigns briefly b. explain why you chose the three IMC campaigns c. Describe each campaign to cover its target audience, communication objectives (speculate if you need to if these are not described in your research resources), its campaign idea, and how all or some IMC tools were used to convey the idea. d. Include also how the three IMC campaigns had generated news media coverage and/or social media communication e. Analyse similarities and differences of the three IMC campaigns f. Conclude on your favourite IMC campaign and reasons g. Suggest integrated marketing communications tips for marketers based on your analysis of the three IMC campaigns individual reflection (500 words) include in your report at the end a reflection on these questions: 1. what were the 'high' and 'low' moments of self-directed learning during the research and writing process, especially since part of self-directed...
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...This is one of the key ideas that lies behind the current wave of outsourcing, as businesses concentrate their efforts on things they do well and outsource as much as they can of everything else. In this article we explain the idea and help you use it, on both corporate and personal levels. And by doing so, we show you how you can get ahead of your competition – and stay ahead. By using the idea, you'll make the very most of the opportunities open to you: • You'll focus your efforts so that you develop a unique level of expertise in areas that really matter to your customers. Because of this, you'll command the rewards that come with this expertise. • You'll learn to develop your own skills in a way that complements your company's core competences. By building the skills and abilities that your company most values, you'll win respect and get the career advancement that you want. Explaining Core Competences: The Value of Uniqueness The starting point for understanding core competences is understanding that businesses need to have something that customers uniquely value if they're to make good profits. "Me too" businesses (with nothing unique to distinguish them from their competition) are doomed to compete on price: The only thing they can do to make themselves the customer's top choice is drop price. And as other "me too" businesses do the same, profit margins become thinner and thinner. This is why there's such an emphasis on building and selling USPs (Unique Selling...
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...IMC Strategy Overview Memo Jami Durham MKT 544 10/28/2013 Chrisann Merriman IMC Strategy Overview Memo To: Chrismann Merriman From: Jami LDurham Date: October 28, 2013 Re: Strategy Memo Overview of IMC Strategy Today marks a new day for DrivingMBA to develop a strategy to build the DrivingMBA’s brand. The new strategy will be one that as an organization will have to be worked on together so to accomplish a powerful marketing tool. The old way of marketing and the organization just sending out flyers and using word of mouth is no longer. As an organization there are going to be visitations to at least three different high schools within the state. This is so that students all over Arizona know who DrivingMBA is and what DrivingMBA does. There are going to be six billboards set up amongst the major freeways. The owner will make sure to get on all the different news channels instead of only one. DrivingMBA will be making a commercial to be seen on the television. DrivingMBA will still be using Facebook. Brand Position The brand position of DrivingMBA and marketing challenge is going to be hard. Most consumers are going to go for the competition because it is cheaper. DrivingMBA is the highest price driving school in the valley. However, it is the only school that teaches students to drive with simulators. This will help with the brand position...
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...IMC and Customer Satisfaction IMC and Customer Satisfaction Beverly Gillem Dr. Dotty Heady Marketing Management August 19, 2013 Discuss the Company’s Advertising Strategy and How It Aligns With Its Marketing Goals BB Barbeque & Bakery will be a full service restaurant specializing in smoked and barbequed ribs, smoked brisket, chicken and salmon. It will also have a small bakery department that will specialize in southern style biscuits, rolls, and cornbread, in addition to several varieties of cakes and pies. Our advertising will portray our business as a provider of quality, homemade, “Oklahoma style”, fresh, meals with take-out and wholesale options. Our Integrated Marketing Communications (IMC) blends a number of “promotional tools and communications/marketing/advertising services and techniques to maximize profit.” IMC is a super achiever when the message to the consumer is “concise and consistent and engages the familiarity with the consumer. “ Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency - a proven IMC concept - yield customer satisfaction and loyalty.” Techopedia explains Integrated Marketing Communications (IMC) as a combination of several marketing and advertising concepts and theories that cam be complex because it has many working component. IMC advantages are cost containment, increased communication between departments...
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers...
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... | Survey findings in graphical representation | 7 | 8. | Core IMC objectives | 9 | 9. | Target audience | 10 | 10. | Media campaign strategy | 10 | 11. | Schedule: 16 Week media strategy | 11 | 12. | The identified mass media (Print media, Internet Interactive media and events and sponsorship) | 12 | 13. | Fund Management | 13 | 14. | Budget | 14 | 15. | Strength and weakness of the campaign | 15 | 16. | Monitoring and evaluation phase | 16 | 17. | Conclusion and recommendation | 17 | 18. | Appendix -1 (Sample questionnaire) | 18 | 19. | Appendix – 2 (Some promotional messages) | 19 | 20. | Appendix – 3 (Images of abused animals) | 20 | 21. | Appendix – 4 (Arab Times Article confirming animal abuse in Kuwait) | 21 | 22. | Bibliography | 22 | REVITALIZING PAWS: INCREASING AWARENESS, FUNDING & ENHANCING PUBLIC PARTICIPATION I. INTRODUCTION This paper is an evaluation of the PAWS, an animal welfare organization in Kuwait. This PR and IMC report is based upon an evaluation of PAWS’ current situation; particularly taking into consideration its existing problems. Upon the identification of its major problems; I will synchronize with PAWS’ PR and senior management team and recommend to them to use the most effective IMC strategies and tools to help them overcome existing problems faced. In this regard, part of the recommendation process will include formulation of the IMC objectives, and identification of the ideal media tools...
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