...Integrated Marketing Communications (IMC) Plan MKT/498 November 9, 2015 Integrated Marketing Communications (IMC) Plan Integrated Marketing Communication (IMC) is the use of branding that is used to deliver a message in traditional non-traditional markets with the use of different promotions. As different markets expand, determining potential target markets is a critical part of every business. The potential markets will help in delivering the message that Apple hopes to achieve with the iPad. By using the different marketing channels, Apple may be able to get a competitive advantage for the product by entering it at the right time. Apple continues to create products consumers love. Consumers and current customers are already excited about the launch of the new iPad Apple’s products speak for themselves; putting time into creating a marketing plan is necessary, however, no research is needed. Apple pretty much has an idea of who their target audience is. Executive Summary Apple is a top producer and innovator in the electronics market, and the Apple iPad is a product that marketer’s believe the consumer and the business sector are receptive too. Integrated Marketing Communication (IMC) utilizes branding that hopes to provide messages to Apple’s target markets. The Integrated Marketing Communication (IMC) plan for Apple iPad includes the opportunity analysis, marketing assessment, marketing strategy, IMC objectives, tactical planning, advertising, personal selling...
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...or add additional information that is relevant to your situation. Remember that there is no one best way to organize a marketing plan. We designed our outline to serve as a starting point and to be flexible enough to accommodate the unique characteristics of your situation. As you complete the worksheets, it might be useful to refer back to the text of the chapters. In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your SWOT analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the SWOT analysis, you should be honest about the firm's characteristics. Do not depend on strengths that the firm really does not possess. Honesty is also important for your listing of weaknesses. I. Executive Summary The executive summary is a synopsis of the overall marketing plan. It should provide...
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...Chapter 16 Today’s Promotional Techniques Chapter Contents Brief Chapter Outline 16.3 Other Teaching Resources 16.4 What’s New in this Edition 16.7 Lecture Outline and Lecture Notes 16.8 PowerPoint Slide Show 16.46 Transparency Acetate Notes 16.50 Casing the Web 16.54 Developing a Promotional Strategy for Biltmore Estate Answers to Video Case Questions 16.57 The Art Of Motoring – Mini Usa Lecture Links 16.58 Lecture Link 16-1: Subliminal Advertising 16.58 Lecture Link 16-2: Autowrap Mobile Advertising 16.58 Lecture Link 16-3: Dealing with Changes in Personal Selling 16.59 Lecture Link 16-4: Sampling Works Wonders 16.59 Lecture Link 16-5: Viral Marketing Used to Promote Yu-Gi-Oh! 16.60 Critical Thinking Exercises 16.61 Critical Thinking Exercise 16-1: Identifying Product Placement 16.61 Critical Thinking Exercise 16-2: Advertising Appeals 16.62 Supplemental Cases 16.64 Supplemental Case 16-1: Waking Up the Coffee Industry 16.64 Supplemental Case 16-2: The New Breed of Salesperson 16.67 Brief Chapter Outline CHAPTER 16 Today’s Promotional Techniques GETTING TO KNOW DAN WIEDEN OF WIEDEN AND KENNEDY I. PROMOTION AND THE PROMOTION MIX. II. ADVERTISING: PERSUASIVE COMMUNICATION. A. The Growing Use of Infomercials. B. Advertising and Promotion on the Internet. C. Global Advertising. III. PERSONAL SELLING: PROVIDING PERSONAL ATTENTION...
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...GM614 Global Advertising Professor Christin Walth Jenessa Carder, Chia-Ying Chen, Fango Lin, Yi-Hsuan Su, Ya-Ling (Claire) Wang, Winette Yee May 5, 2010 Swatch: The Global Watch The IMC Plan in Brazil, Japan, and Switzerland 1 Statement of Purpose Swatch (‗Swiss‘ + ‗watch‘) watches, created under the management of Nicolas Hayek, are fashion statements and pop-culture icons. They feature witty, outlandish designs that use intense colors and are youthful, provocative, stylish, and unpredictable. The mission of the IMC campaign is to tie the brand image with creative art in order to tell the brand story, strengthen Swatch‘s brand identity among the target audience (young students or professionals, aged 18-25) globally, and consistently incorporate different and relevant mediums (print ad, website, MTV – user-generated content, and online communities) to reach the target audience. The multi-country marketing analysis of The Swatch Group will aid in developing the IMC strategy and campaign for Swatch‘s CreArt (‗creativity‘ + ‗art‘) Collection in the following three countries: Brazil, Japan and Switzerland. When reading this, please be aware that Swatch did not impose an integrated marketing campaign in Brazil; rather, they only held one event and communicated to customers through Twitter. Therefore, the Brazil section is composed mostly of what The Swatch Group should do in order to meet their objectives. Furthermore, the cultural dimensions and components that will affect...
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...` CHAPTER TWO LITERATURE REVIEW STRUCTURE OF THE CHAPTER The chapter opens with a brief description of the main forms which marketing communications take. A framework for developing marketing communication strategies is presented and much of the remainder of the chapter is structured around this framework. The framework depicts the marketing communications programme as a sub-component of the overall marketing strategy in social media communication. It shows the sequence of decisions to be made in designing a promotional programme along with the factors which will impinge upon those decisions and the shape of the promotional programme which will eventually emerge. The chapter also features a fairly detailed discussion of the relative roles of each element of the promotional mix in the overall marketing communication process concentrating specifically on the marketing communication, the revolution of social media, and the integration of social media in marketing communication. This is followed by a review of the main approaches used in setting communications budgets. The chapter concludes with a brief view 0f the success and challenges of social media as a marketing tool. MARKETING COMMUNICATIONS According to Robert Hisrich (2009), Marketing communications are intended to both inform and persuade a target audience, with a view to influencing the behavior of that group. In fact, without effective marketing communications the consumer remain unaware of products and services they...
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...COURSE DESCRIPTION FORM School/Faculty/Institute Sabancı University, Faculty of Management Program B.A. in Management Semester Summer 2014 Course Code MKTG405 Course Title in English Marketing Strategy Course Title in Turkish Pazarlama Stratejisi Language of Instruction English Type of Course Lecture/Seminar/Practical/Fieldwork Level of Course Senior, Junior Intermediate Semester Summer Hours per Week 3 Number of Credits 5 ECTS Grading Mode Letter Grades (A: 100-93, A-: 92-86, B+: 85-78, B: 77-70, B-: 69-63, C+: 62-50, F:49-0) Pre-requisites Principles of Marketing or Introduction to Marketing Course Description MKTG405 will deepen students’ knowledge of marketing strategy. Students will not only be provided with a capstone class that enables integration of their learning in marketing (“pull it all together”), but they will be equipped with thinking strategically when making and implementing marketing decisions (“strategic decision making”). Extensive application of specific analytical approaches and tools for understanding customers, competition, and markets (“applications of marketing data and information”) will help students in developing an appreciation for the relationship between marketing and the other functional areas of business. Course Description in Turkish MKTG405, öğrencilerin pazarlama stratejisi bilgisini derinleştirmeyi hedefler. Öğrencilere pazarlama bilgilerini entegre edebilme kabiliyeti kazandırmanın yanı sıra, pazarlama kararlarına...
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...Marketing Plan for Above the Rest Arnita McCoy-Dhaamin Dr. Benjamin Bao MKT 500-Marketing Management March 15, 2012 Executive Summary Above the Rest (ATR) is a professional staffing agency specializing in providing only veterans candidates for employment in the workforce. ATR Staffing will serve two distinct customers, companies requiring employees and veterans looking for employment. ATR Staffing will be based in Metro Atlanta, Georgia, but can supply qualified candidates to any location. With the projected increase of veterans exiting the military, there will be a great opportunity not only to assist veterans in acquiring employment but to also assist in supporting President Obama’s initiative of putting veterans to work. Above the Rest will provide candidate for employment positions ranging from skilled laborers to corporate management. Although based in Atlanta, ATR Staffing will look to expand its services into other states and globally after building a large enough market share to support the expansion. Any new expansion will be strategically located in cities with access to large retired and prior service military populations such as Washington, DC, Virginia, San Antonio, TX and Germany. The products that ATR Staffing Agency will offer for purchase will be educational classes that focus on issues that can preclude prior military members from being successful in the workforce, intermediate level computer classes, salary negotiation classes, and a professional...
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...INTRODUCTION Rationale Television is among the most important means of communication nowadays. It is used to communicate ideas to change people’s behaviors by means of several term including selected Filipino Short Film commercials that give values to the viewers. According to McLuhan (n. d.), television is a form of entertainment, and it has educational properties. It teaches all the time, doing even more educating than schools. In addition, according to Shairise (2011) Filipino values, these works call a development of a Filipino philosophy of values so that the ultimate causes and principle to be manifested. Today, the need for the solid Filipino philosophy of values is urgent in order to serve as a fundamental basis not only to speculation of the different sciences but also to the practice for Filipino philosophy of values exist. According to Patton (2006), television commercials have long been an effective means of advertising products. Today they are less dominant in the television landscape due to the rise of TiVo, commercial free cable and other forms of video entertainment. New types of advertising like sponsorship of sporting events featured on television and the placement of products within shows are growing, but traditional commercials still take up significant airtime and account for a large amount of broadcaster revenue. Few television viewers have not been exposed to television commercials. Advertising involves programming that is paid for by companies...
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...Selection Criteria 23 Issues involved 26 Failure 27 Impact Analysis Framework 29 Case Studies 34 Conclusion 37 Facts and Figures 40 References 45 INTRODUCTION “A sign of celebrity is that his name is often worth more than his services.” -Daniel J Boorstin And this is what exactly the marketers took as a firm base to advertising industry. We people are diehard fans of movie and sports stuff, and this characteristic of consumers has invited the concept of endorsing celebrities from different fields namely movies, sports, glamour, fashion, modelling etc for different brands. With several products being launched every other day, advertisements for each one of them may go unnoticed but even then the glamour...
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...all over Bangladesh in the next few months. Mission & Vision: Ollo’s mission is to provide a good quality internet to Bengali people. They will encourage socially and economically the people of Bangladesh by launching different products and services of wireless internet. Ollo is trying to create Information Technology related jobs all over the country of Bangladesh and several more jobs for other people also. They provide opportunities for the benefit of people and for value added services. The company shall stimulate the economy of Bangladesh by introducing different jobs like marketers, engineers, and many more. Ollo’s mission is to provide facilities for all kinds of people in this country. Ollo just started service in trail base, honesty, brand promises and due respect to the customers. There are complications to understand their policies. They are trying to deliver modification in the wireless internet services in Bangladesh. Ollo’s aim is to provide the...
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...Demographics and Ethical Dilemma for Marketing Professional in a Connected and Diverse Society Jahangir M. Kabir Wilmington University What are the connections among demographics, marketing and ethics? Well, they are deep and potentially detrimental to society, if certain ethical standards are not met. According to Grewal and Levy (2011), firms use segmentation, targeting and positioning to develop marketing strategy and segments its customers in many ways and one of them is demographics (Grewal & Levy, p. 232). Demographic (age, gender, race, income, education etc.) segmentation puts consumers into groups according to easily measured objective characteristics such as age, gender, income and education (Grewal and Levy p. 232). Now lets look at some examples of the use of demographics to market products and services to consumers. I was never an Amazon fan until one day in 2011 I received an email with free Amazon Mom subscription for six months. I signed up immediately because it would make me eligible for free two-day shipping and 20% discount on diapers and baby formulas. Amazon targeted me solely because of my wife being nine months pregnant. Now, I am a loyal Amazon customer shopping for almost anything and everything. Grewal and Levy (2011) gives an excellent example of the use of gender as a marketing strategy to market products and service to men and women (p. 233). For example, TV viewing habits very significantly between men and women. Men tend to channel...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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...COMMUNICATION: ADVERTISING COMPENDIUM (C.A.C.) CHAPTER 1 — INTRODUCTION TO ADVERTISING CHAPTER OBJECTIVES 1. Discuss the elements of effective advertising. 2. Define advertising and identify its types and roles. 3. Identify the five players in the advertising world. 4. Explain the evolution of the advertising industry and the current issues it faces. CHAPTER REVIEW Effectiveness is at the heart of companies’ desire to advertise. Though advertising ultimately aids in the sale of products or services, other factors such as price or lack of distribution may influence purchase decisions. Advertising effectiveness tends to be measured in terms of communication impact such as exposure to a message, awareness of a product, attention, and involvement. Most responses can be categorized as perception (seeing), learning (thinking), persuasion (feeling), or behavior (doing). Effective advertising stems from a combination of carefully planned strategy that connects to audience members on an emotional level and that isolates a need the product fulfills, creative that delivers the strategy, and strong, arresting executions. Six components comprise the classic definition of advertising. Advertising is a paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. Advertising can be classified into one of nine types. National consumer or brand advertising focuses on building long-term brand identity...
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...distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children's channel CBeebies and BBC2. As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to market products based on the show, which it hopes will emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop,...
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...Assignment 5: Marketing Strategies MKT 500 – Marketing Management 1. Write an executive summary of your marketing plan. The marketing plan consists of 5C’s, STP and 4P’s. I will elaborate on these points. The 5C’s Consumers: Our customers consist of low to middle income group. Our refurbished products have the most appeal to this group. Because these groups are price sensitive to expensive products such expensive brand new computers, laptops and printers. Company: Our company name is “Silicon Trading.” We trade in the refurbished industry of personal computers and all other I.T. related products. This industry is unique because not only do we sell I.T. products but our service that goes along with our product is critical to sales and retaining customers. Context: Currently there are few competitors in the market right now. However, we expect that in the next ten years competition will increase a lot. Profit margins will get smaller and smaller. Therefore, we at Silicon Trading will concentrate on the regional export market. Because exporting our products in volume has the potential for high profits. If we can establish a first movers advantage in the refurbished export market. Then it will be difficult for our competitors to enter this market because it takes a lot of time to establish close relationships with business partners in export markets. Collaborators: Besides selling our products to individual customers. We also sell to small organizations/businesses as well...
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