...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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...1. Research Title: The impact of online marketing on the Polokwane Municipality businesses. 2. Introduction: With the heightened pace of technological changes, marketers have been forced to reinvent themselves very often to remain relevant. Consumers are increasingly connected to companies and their opinions are highly influential. Markets and supply chains have become complex and require more integration and alignment with the field of consumers (CMO Council, 2011, P10). Online and digital marketing has created a platform of engagement between businesses and the consumers. 3. Background of the study: The internet has led to the creation of a new breed of consumers who are more connected, informed and educated about purchases they make (Kaur, 2012, P1). Instant access to information means the power to influence purchase was shifted from sales to marketers. Marketing became the resource, tool and process through which consumers are reached and converted through valuable content. Consumers research on the web before they make a decision on what to purchase or not purchase. 4. Significance of the study: Strategy, marketing creativity and resources are vital for a marketing strategy to be successful. Technology is part of the resources needed. With the technological advances, especially changes taking place in the internet, the B2B consumers have increased bargaining power while the seller is side lined. This is a digital age and businesses have...
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...Ambrose Robert Investigation: Social Media and Marketing “Marketing which occurs via social media is known as social media marketing.” (Nadaraja and Yazdanifard, n.d.) “Social media, which begins as an entertainment tool in the beginning, then became the most recent marketing phenomena because of its remarkable advantages in business area. Social media is used because it has time, audience, relations and cost advantages. s. Costs can be reduced through social media as the distribution part necessary in mass media, is got rid of. Most social media outlets are accessed free of charge. Besides, the development of target groups and issue-by-issue advertising and promotion are available at a lower cost.” (Kirti\cs and Karahan, 2011) Social media brought out drowning businesses by increasing the sales of business giants as customer relationships were built and product value had increased. This cost effective tool has many advantages and disadvantages connected with it. Advantages from reliable, cost-effective, and mass reach. Disadvantages from privacy issues, copyright issues and negative feedback due to bad advertising. Cost Related: Financial constrains related to marketing through social media are very less, on the other hand traditional or manual methods cost marketers huge sums of money which add to the cost of the product and decrease sales. Thus, social media is the most cost effective technique in today’s world to communicate with consumers and let them know what...
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...purpose of the study is to determine the effectiveness of social media as marketing tool for Small Medium Enterprise (SMEs) Companies in Malaysia. The objectives of the study are, first, to determine the level of influence social media on customer knowledge towards the Malaysian SMEs companies brand, products and services and second, to investigate the causes and effects of the usage social media as marketing strategies for SMEs companies in Malaysia. The study was conducted based on a quantitative approach. A set of questionnaire was distributed to 30 random respondents. In addition, the research pointed out that there are a lot of factors influencing the success of social media as a marketing strategy. The conclusion drawn from the research was that internal and external factors are affecting the effectiveness of social media as one of the marketing tools. One of the major limitations encountered in the research was time constraint. Future researchers are advised to conduct this research for a longer period of time in order to collect more data. Keywords: effectiveness, social media, SMEs in Malaysia, quantitative Introduction In today’s technology driven world, social media have become a venue where retailers most of them use it to expand their marketing strategies or campaign to acknowledge their existence in the market. Many retailers and companies believe the social marketing is the viral new marketing concepts in the industry and most of the co owner wants to know more...
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...1.6 DEFINITION OF TERMS Marketing – this is societal process by which individuals and groups obtain what they need through offering and freely exchanging products and services of value with other. The managerial perspective of marketing is “the art of selling products” (Kotler P. and Keller K, 2006). It can also be defined as an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationship in ways that benefit the organization and it stakeholder (AMA, 2007). Marketing Mix – this has been defined as the set of marketing objectives in target market (Kotler P. and Keller K, 2006). According to Borden, is the set of marketing tools that the firm uses to pursue its marketing objectives (Zinkhan et al, 2007). However, these tools were classified into four based groups which McCarthy called the four P’s of marketing: product, price, place and promotion. Marketing strategy – this is the marketing tool as well by which the business units hope to achieve its marketing objectives. It consists of specific strategies for target market positioning the marketing mix and marketing expenditure level (Levy S.J, 2004). Marketing of banking services – this is the process of identifying and stimulating demand for the banks service, meeting that demand by making available the banking services in the most effective and efficient manner to present and potential customers and achieving the profit and other objectives...
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...E-marketing in Vietnam Marketing is one of the important parts in the working process of a company, which is the tool to build the bridge connecting between company and customer. Philip Kotler had affirm that marketing is an essential to the success of every organizations (Kotler, Wong, Sauders & Amstrong, 2005, p. 4) However, in recently, with the global economics crisis, businesses in Vietnam have become stagnate. Many enterprises become struggle to reduce the budget for marketing campaign which will cause different for company to build their brand name. Thank for the development of technology and Internet that open a new effective way for enterprises, which is e marketing. Currently, Vietnam has a prime economic situation for developing and expanding e marketing. Vietnam economy and e-marketing From the beginning of 2012, there were good scenes of the economy of Vietnam; such as, low inflation, stable macro economy, and insured social welfare (Vietnam overview, 2012, para. 1). Nonetheless, the domestic economy also has shown signs of stress. Manufacturing has significantly decreased, causing purchasing power to decrease. The country’s growth rate has been declining since 2011. Fuller (2012) stated that the fundamental problems in Vietnam stems from government policies, which are not effective. An economic downturn have negative effects on many companies, this will ultimately lead to many organization going bankrupt. “20 percent of small and medium-size companies have gone...
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...Defining Marketing Paper Paul A. Knight University of Phoenix Instructor Derrek Choy MKT 421 Introduction Marketing represents the business activity of presenting products or service in a way that is desirable to the consumer or customer in selling of products or service. The paper will follow with an explanation about the importance of marketing in organizational success. Marketing Definition & importance of marketing Marketing is business activity of presenting products or service in a way that is desirable to the consumer or customer in selling of products or services. The importance of marketing concepts are finance, operations, accounting, and other business functions will not really matter if there is no sufficient demand of that product or service. Marketing is making the right decision in designing a new product, what price to offer the consumer and where to sell products, how much money to spend in advertising, sales, or the internet. Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably.” (Kotler, Keller, 2009) Marketing promotes the ideas of a business. Marketing is a process that consists of analyzing marketing opportunities, selecting target markets, designing marketing strategies, developing marketing programs, and managing the marketing effort. Marketing concepts hold the key to achieving the organizational goals. Marketing concept deals...
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...Question: Marketing communication in consumer marketing context. Discuss. Organizations engage with a variety of audiences in order to pursue their marketing and business objectives. In addition, there are consumers – you and me – people who are free to choose among the many hundreds and thousands of product offerings. Marketing communications provides a core activity so that all interested parties can understand the intentions of others and appreciate the value of the goods and services offered. Marketing communications is a management process through which an organization engages with its various audiences. Through understanding an audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences encouraged to offer attitudinal and behavioural responses. Marketing communications provides the means by which brands and organizations are presented to their audiences. The goal is to stimulate a dialogue that will, ideally, lead to a succession of purchases and complete engagement. The communication process involves nine elements: two major parties (sender, receiver), two communication tools (message, media), four communication functions (encoding, decoding, response, and feedback), and noise. To communicate effectively, marketers must understand how these elements combine to communicate value...
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... Quiz -‐ Skil The portable power tools industry is set up with two wide customer bases, consumer level products and industrial level products. Originally there was a huge divide between the consumer and industrial markets, with separate products, separate distribution channels, and separate price points. With increasing quality, the lines were becoming more blurred, and more consumers were buying industrial level products, and vice versa. Consumers and Professionals alike were buying and saw a need for these power tools, and were more often able to get any option at any distribution house. The range of distribution houses was also vast, with as many as fifteen different channels of sales for the products. Mass merchandisers, discounters, hardware stores and home centers are the main suppliers of the consumer market, while specialty supply store, tool rental shops and lumberyards. Competitively ...
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...Systems of Marketing Communication | 1. Introduction Marketing communication is a research area in marketing which is focused on investigating promotional activities in order to construct positive relationships between consumers and firms. In other words, “Marketing communications are the means by which firms attempts to inform, persuade and remind customers –directly or indirectly- about the products and brands that they sell” (Kotler and Ketler). As a way to develop these marketing communications we find six different promotion tools, also known as communication mix, which can be both personal and non-personal. 1.1. Personal Communication Channels In personal communication channels message is given directly between two or more persons. It can be developed face to face, by telephone, through text messages in mobile phones, by email or even by personal correspondence. This kind of communication is very effective because they give opportunity to create personal contact and feedback with customers. In this type of communication the firm can control some communication channels directly, when communication comes from the firm, as in the case of sales staff. But sometimes it is not possible to take control of other channels that are not coming from the inside of the firm, what is called word-of-mouth influence, where people outside the organization talk about a product to target buyers. This would be the case of some relatives, friends or neighbors giving their...
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...Missed Opportunities Due Week 9 and worth 200 points Read the case study titled “Missed Opportunities”, located in the online course shell. Write a four to six (4-6) page paper in which you: 1. Examine the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Interpret the reaction of customers and other community stakeholders to the billboard postings. 1. Use competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings. 1. Recommend the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Justify why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies. 1. Assess the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Justify your response. 1. Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources. Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment...
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...and broader picture of sponsorship and how the company Fresh Fruit Soda can gain the confidence and loyalty of its customers in order to establish and expand its business. The brand Fresh Fruit Soda is a new and emerging brand in the market whose target audience is the drinkers who are fond of frizzy drinks. This paper will help and identify different marketing strategies and opportunities for the brand to increase its sale and which would be helpful for the Fresh Fruit Soda to penetrate in the market by taking an active part in advertising or by using the tools of sponsorship. It explains whether this company should invest in sponsorship or use any of the marketing tools. The report a critical analysis and overview will be presented to the Marketing Director and to recommend the measures and steps that would help the company to stay in business. 2.0 Overview of Sponsorship Sponsorship is a part of an integrated strategy (Burningham, 2014) acts as a valuable and important tool as it targets those consumers who avoid advertising and are not in favor of it. Some brands use this sponsorship as a marketing tool to fully exploit the passion of its audience by sponsoring some program or participating and sponsoring some football league or campaign (Wareman, 2008). Sponsorship like advertising use advocates the persuasive role but claim to create awareness and improvement in the perceptions of the audience by linking that sponsorship with some league, organization...
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...and tried to be an industry leader based on that skill. Harrah’s realized early on that sustained competitive advantage will only come from a rigorous customer focus and nothing else. The principal anomaly around which they organized everything else was that for customers who visited Harrah’s once a year or more, the Harrah’s got 36 cents out of their gaming dollar. This fact was derived from the lack of effective marketing. The company had excellent technology and great operations, but did not have the marketing horsepower. The company had to move from an operations-driven company that viewed each property as a “standalone business” to a marketing –driven company with focus on target customers and what it took to build their loyalty to Harrah’s brand. The main goal was to increase customer loyalty in a variety of ways, and it was supported by a lot of other marketing interventions. To achieve this goal the company four major initiatives: changing the organization structure, building the Harrah’s brand, delivering extraordinary service, and exploiting relationship marketing opportunities. The most important initiative was to...
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...Defining Marketing MKT421 – Introduction to Marketing December 19, 2011 Bryan Rice Defining Marketing Marketing is a tool used by organizations to provide interest by consumers in a product or service provided by that organization. There are several approaches utilized by organizations that prove effective while others confuse or challenge the consumers. The proper marketing mix consists of four distinct elements, which are: product, place, promotion, and price. If all four of these elements are used effectively then the organization is properly analyzing its marketing potential. What is Marketing? According to the “American Marketing Association” (2007), “marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (para. 1). For example, a civil engineering firm will use marketing as a tool for pushing their body of work out for potential consumers to see and hopefully chose them for a particular job. In addition to their body work, however, the company also needs to provide a proposal to give to the potential client stating the price for their services, the guaranteed product, build a professional relationship with the client, and make the place of build distinguishable from other sites. Many professional services will build professional relationships with current and prospective clients before a job opportunity arises. For...
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...1. Introduction Communicating with customers is very important for companies as it develops its relationship with its base and it helps in strategic marketing planning as the company will have a picture of its customers. 2. Identification of customer Group Filipinos are the targeted customer group for this report and they were chosen because they play an important role in the company and they are a segment on their own. They have their unique usage patterns and services and contribute to COMPANY X success as they like communities. The services they prefer are landline with Internet, TV packages, and low international and local calling rates. This segment is very unique in its requirements as they use many telecom services. 3. Evaluation of Tools available for COMPANY X There are many tools that COMPANY X uses to communicate with its customer. Filipinos prefer, Television, door-to-door and face-to face communication. Those tools can be evaluated as follow: 1. Television: is a very successful marketing method; however, it is very expensive and usually television advertises are made for very special and big events such as national day. Even through this tool is considered very effective for this segment, it wont generate the revenues required for this specific segment. 2. Door-to-door: COMPANY X have previously hosted events and visited workers in Industrial area and sold them SIM card with identifications of services it offers. The campaign was very successful and...
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