...Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. (Clow, Kenneth E.; Baack, Donald,2007) The components of Integrated Marketing Communications The components of Integrated Marketing Communications including the foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program. All of these communications tools work better if they work together...
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...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 an effective IMC can help increase growth and revenue with your company. 85% read furniture advertisements. 95% get ideas from magazines. 99% like having a sales person when considering a décor change. 4. What should be the objectives of BatesManor’s new communication program? Bates Manor should incorporate the IMC mix in the new communications program. The company should...
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...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 an effective IMC can help increase growth and revenue with your company. 85% read furniture advertisements. 95% get ideas from magazines. 99% like having a sales person when considering a décor change. 4. What should be the objectives of BatesManor’s new communication program? Bates Manor should incorporate the IMC mix in the new communications program. The company should...
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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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...Objectives of the Project The general objectives of the project focus on providing an opportunity to design a comprehensive integrated marketing communications (IMC) plan, enabling you to achieve a keen awareness and understanding of the decisions, issues, and activities involved in developing such a plan. Specifically, the project is designed so you will: (1) achieve an understanding of the major elements comprising the marketing communications mix; (2) fully comprehend the meaning and relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and using information sources for marketing communications program design, execution, and measurement; and (5) enhance your ability to communicate logically and persuasively in spoken, written, and visual language. In short, the fundamental objective of the project is to learn how to create a first-rate integrated marketing communications plan. The IMC Plan An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. The planning model is shown in Chapter 1 in the text. The IMC plan for this project will be for the market specified by your instructor and will cover one calendar year. Formation of Agency Teams You should form your own teams...
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...Break Even (Unit Sales Price-Variable Costs) Fixed Costs = Break Even (Unit Sales Price-Variable Costs) Fixed Costs = Principles of Marketing – MKTG 3010 – Fall 2014 Final Exam Study Guide –this guide is illustrative rather than exhaustive Topics from overall course themes (about 30-35% of the exam) * Brief definition of marketing: Managing profitable customer relationships * SWOT analysis * Break-even analysis Break Even | = | Fixed Costs | | | (Unit Sales Price-Variable Costs) | | | | * Consumer Behavior: describe the 5 steps, high vs. low involvement 1. Need Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase 5. Post-purchase behavior * Diffusion of innovation: describe each group on the adoption curve * Marketing Research: primary vs. secondary data, qualitative vs. quantitative methods Primary Data: Information that is collected for the first time; used for solving the particular problem under investigation. Secondary Data: Data previously collected for any purpose other than the one at hand. Qualitative Methods: * Depth Interviews * Focus Groups * Projective Tests * Observational Methods * Metaphor Elicitation Quantitative Methods: Experimental & control/comparison groups. Manipulate independent variable across groups. •Independent & dependent variables, control/comparison conditions •Not casual...
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...together with other factors creates the adjustment factor as a multiple for pre-tax earnings. Finally, the brand's economic equity is equal to the product of the average pre-tax revenue and the adjustment factor, stated Salinas (2011). As any model, this BEES has weaknesses, including the fact that majority of of the determinants refer to product brands, similarity with other models. On the contrary, this model is aiming at evaluating the current level of brand equity. Due to received results, managers are able to improve their IMC by developing branding policy. In order to conquer some oversea markets, as well as home areas, companies should create not only packaged products, but grant (for fee, of course) definitely greater and more enticing things – idea, concepts style and essence for everyone. Unfortunately, consumers had fallen into the trap – the policy of consumerism is prevailing. And now, in fact, marketing researchers know more about consumer behavior...
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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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...307 | | Integrated Marketing Communications Textbooks & Materials Byers & Barr, “Integrated Marketing Communications Custom Edition for Santa Clara University 3E”: Pearson Learning Solutions, 2014. CoursePack Reader – “Marketing 596 – Winter 2014” Course Description This course is designed as an introduction to the concept and practice of integrated marketing communications (IMC). It takes the participant through communication, marketing, branding, and integrated marketing theory, planning and IMC program coordination. The course also addresses the marketing communications tactics of advertising, public relations, direct response, sales support, the Internet and social media. Emphasis is placed on business-to-business and technology marketing demonstrating how theories and practices from consumer marketing are applicable to those discipline areas. Premise IMC is based on the premise that a proper mix and balance of communications strategy and tactics (advertising, public relations, direct response,...
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...Apple Inc. Discuss how various forms of IMC can be used to communicate with its target audience by taking an audience or touch point perspective. Various forms of IMC can be used to communicate with its target audience by taking a touch point perspective. In this case Apple understands that buyers’ observations and attitudes towards its brand are the consequences of the information they receive and see out there, and from experiences they have had with their products. They know that not all touch points will be effective and the customer’s purchase behavior is not something they can control with every technique they use. Discuss how Apple uses and must deal with the four categories of contact points discussed in the chapter including company created, intrinsic, unexpected and customer-initiated touch points. Company created touch points are under the control of the marketer and this has helped Apple tremendously. From advertisements to websites, from press releases to in-store décor Apple is doing a great job at maintaining their products demand and keeping the prices high. When you enter an Apple store it invites you to relax and stay hanging out there. It lets you try their products and see with your own eyes and feel with your own hands the high quality of their products. Their advertising campaigns are simple with most of their products being presented alone and only with a few words which it genius because it is not trying to push the product but people feel attracted...
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...Bus 134B, Integrated Marketing Communications, as they develop their semester project. Hopefully, this will provide an additional “comfort zone” to students, enabling a clearer understanding and a faster start with the project. References to page numbers and 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...
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...AN ANALYSIS OF IMC AUDIENCE CONTACT TOOLS By GL Morgan Topic: An Analysis of IMC Audience Contact Tools Marketing Communications Name of the tutor Institution Date (2130 words ) Tables of Contents I. Executive Summary…………………………………….……………………….1 II. Introduction…………………………………….………………………………..2 III. IMC Audience Contact Tool……………………….……………………………3 A. Broadcast media…………………………….……………………………3 B. Print Media………………………………….……………………………4 C. Public Relations And Publicity………………….……………………….4 D. Direct marketing…………………………………………………………5 E. Sales Promotion………………………………………………………….6 F. Sales Promotion………………………………………………………….6 G. Product placement…………………………………………….………….7 H. Sponsorship And Events………………………………….………………7 I. Word of mouth Advertising………………………………………………8 J. Point-of-purchase advertising……………………………………………8 K. Out of home media……………………………………………………….8 IV. Conclusion……………………………………………………………………….10 V. Reference………………………………………………………………………...11 I. Executive Summary When it comes to an organization's success, Communication plays one of the most essential and important roles. A firm or company can have the best or most ingenious services or products, but if their internal and external communications are wanting, then the demand for their product or services can spell doom for a company or...
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...Marketing Plan Outline: Gracy's Shampoo, Hair Conditioner & Body Wash All & One Introduction The following draft want to create at this project to scheme of work in which there can create this product so this note acceptance for consumers and at the same time affordable for their company to they have created this scheme. In which I will create a plan of marketing for their new product as it is GRACY'S SHAMPOO, HAIR CONDITIONER, BODY WASH ALL & ONE. A product that I developed, in the to include an explanation of the product, an study of the market including size, demographics, and competitors. Also there investigation of the strategies, including sales, circulation, promotion, and marketing sustain prices. Much of their efforts with the products of the company, price, promotional approach and methods of planning there deployment issues relating to the Centre of marketers I. Description of Gray's Shampoo, Hair Conditioner, Body Wash All & ONE The new product "GRACY'S SHAMPOO, HAIR CONDITIONER, BODY WASH ALL & ONE" is for men and women. The product is available in different sizes and bottles. Our shampoo has all the nutrients like protein, vitamins and other essential organic products to improve the quality of hair and at the same time give their skin smoothness, unique, and successful. Our product will improve hair brightness and a mild sensation in their skin and hair growth. Our product contains no hypoallergenic that will not produce effects...
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...Integrated Marketing Communication (IMC) Campaign: HOLDEN CRUZE SERIES II ‘IT’S NOT JUST A SMALL CAR, IT’S AUSTRALIA’S SMALL CAR’ Executive Summary Consumer behaviour is the study of how individuals behave and decide their purchase, use and dispose of goods and services to fulfil their needs and desires (Kotler & Keller 2009, p. 150). The findings of this report are related to the use two of the consumer behaviour areas: decision making process and consumer motivation to evaluate the integrated marketing communication (IMC) of Holden Series II Cruze. Holden is an Australian automobile brand and Series II Cruze is one of their latest models launched in the beginning of this year. The theme of its IMC campaign is: ‘It’s not just a small car, its Australia’s small car’. The campaign kicked start with a massive launching event and followed by a series of ads on televisions, website, social media and some public relationship activities. Its aim is to build product-specific awareness by displaying various product features of the new car and create preference of Holden Series II Cruze to its target audience. The focus of the Series II Cruze advertisements predominantly highlights the innovative features of the car, proclaim as Australian’s small car and state the reasonable pricing at the end. This message is constant in most of their communications. By doing this they cover product, price, place and eventually using the communications as promotion. Hence appropriately...
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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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