...tells you so much about how well you can evaluate an IMC campaign & expose the shortcomings or strengths within it. Revert back with your observation(s), & if possible try to implement this article in evaluating the reason for failure of any IMC campaign. Evaluating IMC campaigns: Today’s business world is dominated by uncertainty and challenges. On the one hand customers have become increasingly demanding and critical regarding companies and products. They expect instant gratification, innovative products, special offers and perks, while at the same time demanding ethics, responsibility, impeccable reputation and brand value. On the other hand the global economy in going through rough times, putting a lot of financial pressures on companies and shifting business focus on accountability and control. Improving marketing communications management becomes an imperative in this context. The efficiency of the marketing management process is determined by a systematic approach to planning and evaluating outcomes. Measuring the results of integrated communication campaigns, especially initiatives aimed at determining behavioral changes, raises a unique challenge to marketers. Increasing downward cost pressures have determined marketers to move their budgets away from the expensive mass media advertising and to explore new, more targeted and innovative territories. At the same time, the explosive development of media over the last few decades opened up a whole new perspective...
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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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...advertising company has been contacted to develop an IMC campaign Develop an IMC plan for the federal government of Australia to promote its new Carbon Tax. The government aims to reduce the amount of misinformation surrounding the implementation of the new tax and therefore has asked your firm to create an awareness campaign aimed at increasing awareness of t actual costs and benefits of the tax Assessment Task As the IMC Director of your fictitious advertising firm, your task is to develop an IMC plan to present to the federal government. It will be important you understand the political environment, and history surrounding the implementation of the new carbon tax. Your introduction should provide background information to the new tax and should be somewhat brief. You must then undertake a review of the literature related to global warming, climate change and other factors that have lead to the introduction of the new tax. You then are required to identify which market segments your campaign will target. Next you must identify at least 3-5 communication objectives such as developing brand awareness; or promoting product and company knowledge; influencing interest or consumer attitudes; developing the product’s image; or influencing the purchase intention etc. (Chapter 4& 7 of Belch, Belch, Kerr & Powell). Once you have identified your communication objectives you must discuss at least 3-5 creative strategies related specifically to the communication objectives...
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...The evaluation of IMC practice of BWM i8 in United Kingdom and United States of America. 4 1) BMW i8 target market in UK and US: 4 2) The key messages of BMW 5 3) An examination of the marketing communications tools and media used 8 Advertising: 9 Sales promotion 11 Direct marketing & personal selling 11 Public relations 11 4) Similarities and differences of the marketing communications in UK and US. 11 5) How the communication activities are helping BMW 13 The key challenges of practicing IMC of BMW: 14 1) The key issues impacting upon BMW’s IMC: 14 2) Measurement of level of IMC evident: 16 Recommendations on further use of the tools/media 18 Conclusion 19 References 20 Appendices 26 Appendix 1: Planning and Implementing of IMC 26 Appendix 2: Factor impacts on customer’s purchasing in UK 27 Appendix 3: Factor impacts on customer’s purchasing 27 Appendix 4: Levels of IMC 28 Appendix 5: Four pillars of IMC 28 Introduction This paper provide an overview about the integrated marketing communication of BMW Corporation for the BMW i8 model in the United Kingdom and the United Stated. In those markets, the BMW i8 is considered as the first car that revolutionized in utilization and release values of a sport car. The purpose of the paper is to give information about the strategies of BMW in order to announce the BMW i8 to customers by using marketing communication methods and media and then analyse...
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...investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels. Article Type: ...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1363-254X.htm Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific...
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...Communications (IMC) Campaign Plan The Course Comprises 4 Deliverables: Week 1: Topic Proposal Form Week 4: Course Project Outline Week 7: Final Report Week 8: PowerPoint Presentation The 4 Key Objectives of this Project: 1. Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis 2. Application of marketing concepts associated with the marketing mix, branding and communications 3. Provision of implementation steps that are sufficiently clear and detailed for effective execution (- would your plan work?) 4. Presentation of your work in clear, compelling and relevant documents The Course Project The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC plan—the brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN - The IMC plan focuses on...
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...Abstract The following report focuses on four areas of Toyota’s marketing plan. It provides a description of the pricing strategy that Toyota will use when establishing product prices. The report further gives a detailed explanation of two distribution channels that Toyota will use to supply products to customers. These channels include the dealership and retail channel. Toyota will also use a promotional strategy that will use various components of the marketing mix: Advertising, public relations, personal selling and sales promotions. The marketing implementation plan of Toyota covers various concepts, which include, structural issues and tactical marketing activities. The final part of the marketing plan is an evaluation and controls. It covers formal and informal controls, marketing implementation schedule and an explanation of a market audit. Pricing Strategy The pricing strategy that the Toyota company applies should fit the financial preferences of their target emerging markets such as the Asian countries and other potential international markets. The pricing objectives of the company will be: * To increase the profit margin by 50% in the next one 12 months * To increase sales volumes by 20% in the next two years Toyota will apply various pricing methods, in order to achieve the above pricing objectives. According to Shefer (2007), marketing managers use various pricing methods to achieve their pricing objectives. Besides using the price methods, they may also...
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...……………………………………………………………………….. p.6 5.0 Campaign Development ………………………………………………………………. p.8 6.0 Media Strategy …………………………………………………………………………. p.9 Students must select a topic from the list of brands below: Assignment Topics McDonald's www.mcdonalds.com.au/ Kentucky Fried Chicken www.kfc.com.au Apple - iPhone 6 www.apple.com/au/iphone-‐6/ Samsung – Galaxy S5 www.samsung.com/au/ Microsoft Surface www.microsoft.com/surface/en-‐au Tiffany & Co. www.tiffany.com.au/ T2 Tea www.t2tea.com/ Nespresso www.nespresso.com/au Fitbit www.fitbit.com/au Kookai www.kookai.com.au/ Topshop Australia www.topshop.com/ 1 Primary Research: A critical component of Integrated Marketing Communications is the use of reputable data to develop and justify strategic decisions. Although this is not a marketing research assignment, our focus will be on how to best utilise both primary and secondary sources of marketing research. Commonly used forms of primary research are survey, interview, focus group, experiment, observation, and mystery shopper. The last two, observation and mystery shopper, we will utilise in this assignment. Observation and mystery shopper are particularly important because they help us gain a detailed consumer perspective; key goal of IMC. Observation is where we as marketers view the ways in which consumers interact with the brand or...
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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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...Cadbury manages a crisis with IMC Submitted to, Prof. Jacob Alexander Submittted by, Brief Introduction Cadbury manages a crisis with Integrated Marketing Communications This case study gives us an insight on the importance of integrated marketing communications. This case study is about Cadbury, the crisis it went through during October 2003, its consequences and role of IMC in handling the situation Cadbury India Ltd is the market leader in Indian confectionary segment. Its major product is Dairy Milk which has sales of close to one million bars per day. During October 2003, worms were found in Cadbury bars at eight outlets in Maharashtra. The consequences were terrible and led to dip in sales volume, less co-operation from retailers and morale of employee dwindled. The media publicity spread like wild fire and the common perception of consumers was that every Cadbury bar could have worms in it, which tarnished the brand image of the company. With through investigation, Cadbury identified that the cause for this was lenience by the retailers who placed the chocolate beside items which were susceptible to worms. Corrective actions taken by Cadbury Cadbury took the responsibility for the slack in educating retailers It launched a three pronged program – Project Vishwas that addressed trade, consumers and media and employees A retail monitoring and education program was launched that performed quality checks at over 50,000 outlets and educated 190000 wholesalers...
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...Department of Business Administration School of Business and Economics MARK 34 ADVERTISING INTEGRATED MARKETING COMMUNICATIONS PLAN FORMAT Title Page: The following information should be included: Name of client and product Time period covered by campaign Course Number and Title Department/College/ University Name Professor's Name Name of your agency team Names of agency team members Date TABLE OF CONTENTS EXECUTIVE SUMMARY A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are: • Campaign Title: Provides the title of the campaign developed by the team • Major target audiences • Time period of the plan • Campaign objectives • Campaign theme/slogan • Overall budget total • Budget breakdown (Pesos and percentages) by each major IMC element and each medium • Summary of media used (Media flowchart) • Evaluation program The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material. I. REVIEW OF THE MARKETING PLAN II. SITUATIONAL ANALYSIS • Industry/ Company review A...
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...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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...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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...2))) core competences الاختصاصات الأساسية The idea of "core competences" is one of the most important business ideas currently shaping our world. 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"...
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