Premium Essay

Integrated Marketing Communications

In: Business and Management

Submitted By kleerms
Words 219845
Pages 880
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 & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to permissionrequest@cengage.com

Library of Congress Control Number: 2008939395 ISBN 13: 978-0-324-59360-0 ISBN 10: 0-324-59360-0

South-Western Cengage Learning 5191 Natorp Boulevard Mason, OH 45040...

Similar Documents

Premium Essay

Integrated Marketing Communications and Customer Satisfaction

...Assignment 4: Integrated Marketing Communications and Customer Satisfaction Integrated Marketing Communications and Customer Satisfaction Lasting Impressions Wedding and Events is a full service wedding and event planning company. The company provides full services for weddings, all types of parties and celebrations, and corporate events. The company’s marketing goal is to be known for the quality of the services that is provided at a reasonable cost to the client. The company wants to portray elegance, luxury, and high quality to its clients and to others in order to gain more from its target audience. The company wants to appeal to future clients through ad campaigns focusing on our image and quality through informative advertising. Informative advertising is used to provide the consumer with the information needed about our services, while also displaying images from different weddings and events that will appeal to the target market. (Borkar, 2012) The company will give the consumer a functional reason to use our services and appeal cognitively to their minds, with a one-sided argument about the benefits of using our services. (Iacobucci, 2012) The goal is that a soon to be bride will see our advertisement and will see everything that she wants to do with her wedding and come to us for her wedding, or for an executive to see the benefits of using us for their company’s next corporate event. The company will use print advertisements in bridal magazines and business......

Words: 1124 - Pages: 5

Premium Essay

Integrated Marketing Communications

...Define Integrated Marketing Communications (IMC) and explain the goal of IMC. Also list and describe the seven (7) different components or the communication process. Lastly, discuss at least three (3) factors firms should use as marketing metrics to plan for and measure IMC success. Define Integrated Marketing Communications (IMC) and explain the goal of IMC IMC is the blending of all the methods of brand promotion to present a particular product or service among target customers. A method through which all aspects of marketing communications work together for increased sales and maximum cost effectiveness. The goal is to produce a unified promotional message that has the customer as its focus. All promotional activity such as media advertising, sales promotion, personal selling sponsorships, and public relations are geared to deliver a consistent message. Integrated Marketing Communications (http://www.managementstudyguide.com/integrated-marketing-communications ) The Seven (7) different components of the communication process are: The foundation – detailed analysis of both the product as well as target market. It is essential for marketers to understand the brand, its offerings and end users. You need to know the needs, attitudes and expectations of the target customers. The corporate culture – the features of products and services ought to be in line with the work culture of the organization. Every organization has a vision. It is important for the......

Words: 490 - Pages: 2

Premium Essay

Integrated Marketing Communications

...The first aspect of integrated marketing communications that Karen needs to consider is that her job, as a marketer is to magnify the consumer’s perceived relevance of the product. Using this idea, Karen needs to reassure her current clients that her brokerage services are important to their daily lives. She needs to keep her clients thinking that investments are a vital part of their lives and that they are serving a good purpose. The purchase needs to be important to the customer. Karen can make this visible to her clients by suggesting that supplementing their current income is necessary. Many households need the extra income. This may be in the form of a retirement account that the family is going to need to rely on in the future. Karen could also point out that the market is currently increasing and now is the time to invest. Clients may be persuaded to invest while the market is seen to be increasing. Karen could also point out that the current job market may be unstable and a well-developed investment portfolio may save a family whose income has unexpectedly decreased. Another aspect of integrated marketing communications is that attitudes about a product that are formed using the central route are more enduring than those formed using the peripheral route. Customers that Karen is currently serving are going to have a higher motivation for the product already. Therefore, they will tend to form attitudes about Karen’s services using the central route. Self persuasion...

Words: 743 - Pages: 3

Premium Essay

Integrated Marketing Communication

...Executive Summary Integrated marketing communication is being practiced by almost all companies now. The purpose of this report is to focus on the communication tools that will be used by Hewlett Packard (HP) and UNICEF to communicate their message to their target audience. Furthermore the objectives of each company will be analyzed in detail as well as the measure they will be using to measure their IMC outcome. Lastly we will be analyzing the differences between both companies based on their IMC tools and how they differ from each other in terms of objectives. This report will give both companies a glimpse of how they can enhance their brand equity by effectively using the appropriate IMC tools and how the IMC tools will benefit them. Table of content A. Background of Hewlett Packard Company 4 1.0 HP’s Target Audience 4 1.2 Integrated Marketing Communication objectives of HP 6 2.0 The Integrated Marketing Communication Mix of Hewlett Packard 7 2.1.1 Advertising 7 2.1.2 Online Marketing 8 2.1.3 Personal Selling 8 2.1.4 Sponsorship 8 2.1.5 Public Relation 9 3.0 Measuring IMC outcomes 9 B. UNICEF 12 1.0 Target Audience of UNICEF 12 1.1 Market Segmentation 13 1.2 Integrated Marketing Objectives of UNICEF 13 2.0 The Integrated Marketing Communication Mix of UNICEF 14 2.1.1 Social Media 14 2.1.2 Sponsorship 14 2.1.3 Online marketing 15 2.1.4 Events 15 2.1.5 Public Relation 15 3.0 Measuring IMC outcomes 16 4.0 Analysis of IMC......

Words: 5112 - Pages: 21

Premium Essay

Integrated Marketing Communications

...OMM615 Strategic Marketing, Advertising & Public Relations Ashford University Instructor: Debra McKoskey-Reisert 8 April 2014 to 19 May 2014 Week 2 Assignment: Integrated Marketing Communications Word Count: 1,296 20 April 2014 Assignment Brief (Due by 11:59pm MT, Day 7, Monday) IMC Tactics Select a Fortune 500 company and research their IMC. In a three- to four- page paper (not including the title and reference pages), analyze at least three- to- four IMC tactics (Chapter 3) and discuss whether or not the tactics are effective, and why. Your paper should be formatted according to APA style as outlined in the Ashford Writing Center, and it must include citations and references for the text and at least two scholarly sources from the Ashford University Library. Introduction Successful companies carefully plan their marketing communications. Apple is widely regarded as one of the most effective marketers. The company enjoys a positive corporate image and strong brand names (including its Mac, iPod, iPad, iPhone and iTunes). Apple devotes a lot of resources to develop this corporate and brand equity. It carefully considers each tactic within the marketing communications mix to assess the potential contribution each tactic can make towards achieving the marketing goals of the company. This paper analyzes the integrated marketing communications (IMC) tactics used most intensively by Apple and highlights why they have been so effective. ...

Words: 1419 - Pages: 6

Premium Essay

Integrated Marketing Communications

...Integrated Marketing Communication Loretta McCormick Axia College of University of Phoenix Integrated marketing communication is an important way for marketers to satisfy customer’s needs by creating and maintaining long-term relationships. Marketers use promotions as an effective way of establishing loyalty because of the steady growing global competitions. Integrated marketing communication creates a single unified voice for the company, and the goal of IMC is to inform the customers on products they may want or need. IMC will help build long-term relationships by using two-way communication, focusing on the stakeholders, continue to generate communication, evaluate results by feedback from consumers, investments, and promotions. The different stages that a company go through to develop IMC strategy is a complex task that will help the company in decision –making processes, cost effectiveness and efficiency. The development plan starts with identifying the target audience with a well designed database. The second stage of IMC plan is establishing the communication objective which is a way the company communicates with the customer that their needs will be met with affordable prices, in a timely fashion, create awareness, inform the market, create desire, encourage purchase, and building loyalty. The third stage is to determine and allocate the marketing communication budget on how much the company should spend on specific...

Words: 311 - Pages: 2

Premium Essay

Integrated Marketing Communication

...NBS-MC36 – Integrated Marketing Communications BY STUDENT NUMBER: 100101300 WORD COUNT: 2193 WORDS 1 Introduction Marketing communication represents the methods of communication used to announce target customers and stakeholders and persuade the potential market, to choose the company and its products (TĂLPĂU, 2014). Marketing communication has a variety of means of communication, which includes advertising, sales promotion, personal selling, direct marketing, and public relations. Customers receive diverse messages about the company and its products from different communication methods and thus, are unable to judge the accuracy of messages (Pickton and Broderick, 2005). It is a vital obstacle that customers have no accurate and impressed cognition for the company and its products. Based on the shortcoming of traditional marketing communication, the concept of integrated marketing communication (IMC) has become a popular idea in the field of marketing since 1990s (Kitchen and Schultz, 1998). The primary goal of marketing communication is to influence the customer‟s concept of value for the company and/or its products. Compared with traditional marketing communication which is a part of 4ps, IMC pay attention to the 4cs which is customer, cost, convenience and communication. Duncan (2002, p.8) defines IMC as „a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically...

Words: 2852 - Pages: 12

Premium Essay

Integrated Marketing Communications

...Intercontinental Hotel Group - Integrated Marketing Communications Individual Assignment no. 2 Syesha Kapoor LRB305188 Strategic Brand Management 2013-MBA II 2 Statement of authorship I 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......

Words: 3575 - Pages: 15

Premium Essay

Integrated Marketing Communication

...According to Ang (2014), Integrated Marketing Communications is defined as a research-based, audience-focused, communication planning process that aims to execute a brand communication program over time and this is achieved by coordinating different communication disciplines and integrating the creative content across different media. The aim is to achieve short-term financial gain and long-term brand equity. Since IMC is all about using different Media vehicles, the most effective one is Television; such as Reality television shows which has many benefits and contributions especially when it comes to creating a successful brand. There are two reality television shows that has been analysed from the first part of this assignment and they are: Keeping up with the Kardashians and My Kitchen Rules, which I will then discuss how it relates to branding. Brand equity is important to create and maintain as it is an intangible asset of added value as well as goodwill that will then result from the favourable image, impressions of differentiation and the strength of consumer attachment to brand name, company name or trademark. The stronger the equity the better it positions the company as well as its brand which is only often reinforced through advertising or even sponsoring. For example, Breville appliances command good quality kitchen appliances and represents higher price than the other brands as it is being used by the contestants of My Kitchen Rules. In other words, it is the......

Words: 1825 - Pages: 8

Premium Essay

Integrated Marketing Communication

...Assignment #4 - Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy Georgia Jefferson Marketing Management – MKT 500   In My Own Words is an apparel company that carters to any and all that have something to say. In a society where everything seems to be “politically incorrect”, we feel like there is a time and a place to say and do almost anything and that place is on a t-shirt. Discuss the company’s advertising strategy and how it aligns with its marketing goals. Discuss how the effectiveness of the advertising will be measured. We want to make sure that the advertising is effective. One way is by track the orders. Since there is only one distributor, tracking in the first few years will be fairly easy. Cafepress gives invoices of items shipped and returned. If there is something wrong in the channel we can pin point. Discuss the promotional strategies that may be used in addition to advertising. We will be using a push strategy. We will attempt to motivate intermediaries to push the products down to their customers (Business: A Changing World Edition 7). We do not have the luxury do the pull strategy. In My Own Words can’t afford to give products away to draw interest. We want the customers to seek our product base on the lifestyle that they lead. According to http://rismedia.com, at least 80% of U.S. households have business card magnets on their refrigerator. We plan to create magnets and give them away. This way not only is our......

Words: 477 - Pages: 2

Premium Essay

Integrated Marketing Communication

...and lemon. It has large customer loyalty because of its quality.the juice are pure without any additives.recdntally they have decide to launh a new product-orange juice. 2)advertising company: Svan advertising has been providing marketing service to company whenever they want to launch a new product.our key clients are adani wilmar ltd,coka cola india ltd,zydus wellness.religare etc. Objective:The product which the company is going to launch is an orange juice called santara. India has a large production of orange and consumption of orange and its juice is also high. During summers the consumption of juice in india increase exponentially and oranges being a vitak source of vitamin c have high demand. The target market of this juice will be all age group of people.svan adveristising has done business with beverage companies and have have been a key factor in their success.We do advertisements in all forms of imc-tvc,hoarding/billboards,fm etc.our pitching of the advertisements have been on the spot.for tvcs we mainly choose a time frame of prime time television shows. We target vicinity of societies, malls and markets for billboards and hoardings. Methodology:the steps involved in the imc procees would be: 1)step 2; CHOOSE THE Various communication vehicles that will be promoting the product. Step 1; select the target maret and areas whwre to pitch the campaign Step 4: deciding on the factors like frequency of advertising,time span,which media to target more......

Words: 368 - Pages: 2

Premium Essay

Integrated Marketing Communication

...> Q.1 Explain the total process for shipment of export consignment by sea.. > ANS ...from slide and also make the flow chart > > > Q.2 What are the different payment terms used in international marketing. > ANS D.A, D.P, C.A.D, Adv payment & documentary L.O.C > > Q.3. What are the different documents required for export business? > ANS a) performa invoice > b) commercial invoice > c) L.C copy > d) packing list > e) certificate of origin > f) certificate of testing > g) insurance policy > h) any other doc. as per contract > i)counsellor invoice > j) bill of lading > k)bill of ex draft > > > Q.4. Explain different INCO terms under International maarketing > ANS mention all the 13 > > Q. 5. What are the different sources of conducting international marketing > research ? > ANS publish report, newspaper, RBI, google, WTC, ECGC, trade articles, > journals etc.... > > Q.6. What are the advantages and disadvantages of international marketing? > ANS > > Q.7. Explain importance of swot and pestle analysis. > > Q.8. Explain advantages and disadvantages of gloabalisation. > > Q.9. Define the term Documentory letter of credit with its operations. > > Q.10. Explain FOB and CFR terms. > > Q.11. Explain imp. of......

Words: 260 - Pages: 2

Free Essay

Integrated Marketing Communication

...a que transmitam a mesma mensagem em todos os canais e esta deve clara, concisa e atrativa. A CIM está a tornar-se não apenas uma escolha, mas sim uma necessidade para muitas empresas. desperta a obrigatoriedade de uma coordenação de vários elementos comunicacionais e outras actividades de Marketing que comuniquem com os clientes e consumidores da empresa. Actualmente as empresas apercebem-se que devem mudar a sua posição no mercado e a sua forma de promover os produtos e serviços, sendo a Comunicação Integrada de Marketing de extremo valor para o trabalho dos marketeers, num ambiente de comunicação caracterizado por rápidas mudanças (Belch e Belch, 2003). Assim, torna-se imprescindível para a empresa definir como quer e como vai comunicar com os seus clientes e potenciais clientes, sendo que a Comunicação Integrada de Marketing permite às empresas coordenar e gerir a sua comunicação, garantindo a consistência da mensagem transmitida aos seus clientes, sobre os seus produtos e serviços (Belch e Belch, 2003). A Comunicação de Marketing permite às empresas informar, persuadir, incitar e relembrar os consumidores das suas marcas, sendo que, nos últimos anos, a Comunicação de Marketing sofreu profundas alterações. Uma das mais importantes alterações ocorridas consiste no aumento e na diversidade de opções de comunicação disponíveis, para que os marketeers cheguem aos consumidores: a fragmentação dos meios de publicidade tradicional bem como a imergência de novos e não......

Words: 1100 - Pages: 5

Free Essay

Integrated Marketing Communication

...1. Introduction 1.1 Cosmetic Industry Review The cosmetic industry has developed rather rapidly since these early days of limited products as the quest for beauty has become ever more important. In 2000 the cosmetic industry represented a $166.2 billion market worldwide. Between 1994 and 2000, the global cosmetics industry grew at a rate of 11.5 per cent (Euromonitor, 2001). In 2001, Cosmetic products constituted roughly 18% of total global market for Cosmetics and Toiletries where makeup solely contributed $22.5 billion (ScienceDirect, 2005). The cosmetic industry is very competitive with the presence of those largest global players. They are L’Oreal, Unilever, Procter & Gamble, Johnson & Johnson, Avon, Shiseido, Estee Lauder, Revlon, Mary Kay and Max Factor. (Drug & Cosmetic Industry, 2000). 2.0 Behaviour analysis 2.1 Internal Consumers may choose products that can be used to express consumer personality, social status or to fulfil their internal psychological needs. Everybody is motivated by needs and wants to attain their desired goals. (Schiffman, Bednall, O’Cass, Paladino & Kanuk, 2005). Needs are defined as the basic forces that motivate a person to do something and wants are the needs that are learned during a person’s life (Weber & de Villebonne, 2002). Meeting consumer needs is the fundamental goal of a marketer. Cosmetic products are generally marketed to appeal to three basic types of consumer needs; functional, social......

Words: 1804 - Pages: 8

Premium Essay

Integrated Marketing Communication

...IMC and Customer Satisfaction Beginning the process of creating advertising, it is important to decide which consumer markets should reach. Lane Bryant will have a broad appeal; however it is still going to identify the primary focus. Preferably, Lane Bryant primary market is that of consumers who will become the foundation client base and provide stability to the sales determination. Using the right tools at the right time and in the right place, the advertising will build demand for products and services, leading to increased sales as well as consumer attentiveness. Demographics the retail clothing store may have to do with location, age, gender, or some other characteristic that would apply to a significantly large customer base. Lane Bryant will use as much internet advertisement as possible because it’s free, also it can reach the target consumers. Internet advertising has become the ultimate way to reach a number of consumer markets with relatively little expense involved. Lane Bryant would not use the same type of wording in advertising retail clothing store as a company would for advertisement for garden tools. This clothing store intends on using words that will immediately grab and hold the attention of prospective buyers. Lane Bryant will also use any visual elements that will allow the products to connect with the essential consumer market which is unusually important. This will be a good advertising strategy which is intended to help a company reach......

Words: 279 - Pages: 2