...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 opportunities and challenges raised by the internet for integrated marketing communication, and proposes...
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...Part 1 Integrated marketing communications is an approach that businesses use to achieve the objectives of a marketing campaign using different promotional strategies. This includes recognizing the value of comprehensive plan to evaluate the roles of communications disciplines of public relations, advertising, sales promotion, personal selling, and direct marketing, all of which ensure maximum communication impact. Typically, it can be described in simple terms as the application of brand messaging across traditional and nontraditional marketing strategies. The messaging strategies are unified and are customer centered. The basic reasons for messaging or communication are to inform, persuade, assist other efforts, remind, and add value (Madhavaram, Badrinarayanan & McDonald, 2005). Johnson & Johnson (2005) stipulates that there are various elements used for integrated marketing communications. These include advertisement, sales, promotion, public relations, personal selling, and direct marketing. Advertising is one of the most powerful tools of marketing communication. It refers to a paid presentation and promotion of goods, services, and ideas by an identified sponsor. Advertisement is regarded as the life blood of modern business because of the ability to reach a huge number of consumers. Adverts inform consumers of the quality of a product; thus, attracting a huge number of consumers. When done in the right way, it has the ability to convince consumers of the effectiveness...
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...Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the businesses global communications message, and this is called Integrated Marketing Communications (IMC). IMC integrates the message through the available channels to deliver a consistent and clear message about your company’s brands, products and services. Any movement away from the single message confuses the consumer and undermines the brand. The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Kotler et al (2010). Promotion is the element of the marketing mix which is entirely responsible for communicating the marketing proposition. Marketers work hard to create a unique marketing proposition for their product or service. McDonald's is about community, food and enjoyment. Audi is about the driver experience and technology. Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can integrate different aspects of the promotions mix to deliver a unique campaign. Now let's look at the different elements...
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...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 practices...
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...I am debabrata banerjeee.................. The first definition for integrated marketing communication came from the American Association of Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels. The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3] From the Perley Isaac Reed School of Journalism at West Virginia University The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer...
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...Amazon bonding customers with integrated service Amazon’s interest in technology is as a means to deliver value through integration and CRM thinking. Angus Jenkinson Professor of Integrated Marketing Luton Business School angus.jenkinson@luton.ac.uk Branko Sain Research Fellow Luton Business School branko.sain@luton.ac.uk The Centre for Integrated Marketing has been funded by industry to research best practice and develop intellectual and other tools on behalf of leading marketers and their agencies. Contents Highlights Integrated Marketing learning points Overview of how Amazon operates CRM strategy in practice 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Invest according to customer value. Optimise the whole customer relationship, not just acquisition. Be trustworthy in ethics and brand values. Service each customer community appropriately. Create enduring value first, tactical worth second. Manage the relationship at all appropriate touch points. Bring imagination to the customer experience. Measure and learn. Use technology like an artist. Make it good for everyone. 6 7 8 9 11 12 13 13 14 14 3 3 4 5 Executive takeaway 11. Notes Error! Bookmark not defined. 17 Integrated Marketing is an holistic discipline that inspires coherent and creative organisation, culture and customer experience alignment around fundamental truths of the brand to deliver value to customers, employees and the organisation. Permission is given for this paper to be copied, forwarded, distributed...
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...Integrated Marketing Communications: Nike Ashford BUS 615 (MOE1540A) Dr. Paula Zobisch October 12, 2015 Nike is known worldwide for manufacturing and selling performance shoes as well as shoes that have become a part of the world’s most fashion savvy athletes and laymen alike. Nike has a great corporate image and boasts the likes of the wildly popular classics such as the Air Jordan, the Air Max, and the Air Force One shoe. Nike has clearly devoted time, research and energy into its company marketing and branding tactics. The very well know slogan “Just Do It”, has become a household phrase. In this paper, we will look at the integrated marketing communication tactics (IMC) used by Nike. We will analyze their effectiveness and whether or not improvement is needed. Nike uses print, television, social media, direct marketing, online marketing and more in order to spread one central message and that message is to “Just Do It”. Word of mouth is a large factor in Nike’s popularity as well. The Air Jordan leg of the brand creates tons of media hype every time a new shoe is released. Nike has been able to build a legacy that has only grown over the years. The company has remained relevant through all marketing channels and could possible even take a break from extensive advertising at this point without any stop in sales. The innovation in products as well as brand loyalty has built a following that is unmatched in shoes and athletic wear. When we look...
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...presentation of Online Marketing Trends of Bangladesh as a part of the BBA program for the Department of Business Administration, University of Liberal Arts Bangladesh. As the classroom discussion alone cannot make students to know about the real life circumstances, therefore it is an opening for the students to know about the practical environment of the real business world through this program. A student requires carrying out an extensive analysis of real world business problem and thereby preparing a report on the solution to the problem. In relation to that I chose the report on “Online Marketing Trends in Bangladesh”. 1.2 Problem Statement Internet marketing, or online marketing,...
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...Advanced Research Topics in Digital Marketing Lecturer: Almir Peštek, PhD Assistant Professor Department of Marketing School of Economics and Business in Sarajevo almir.pestek@efsa.unsa.ba Course objectives: The objectives of the course are to get participants introduced to modern trends and practices in digital marketing development and to prepare them to work on their own research related to digital marketing application. It exposes participants to the main issues in digital marketing strategy and helps them critically evaluate both fundamental ideas and more recent developments. At the end of the course participants will be able to think critically about the development, implementation and effects of certain digital marketing strategies in business. There is an expectation that participants will develop an own research topic which derives from the topics covered. The course focuses on five themes: 1. The role of digital marketing within the organization 2. Consumer Behaviour 3. Integrated Marketing Communications 4. Social networks and Web 2.0 5. E-Metrics Course description: The purpose of this course is to investigate advanced topics in digital marketing. This course is designed to help participants in understanding the role of digital marketing within the organization, its business strategy and its success. The course will be organized in a way that allows participants to gain depth in important areas of digital marketing research identified and to develop and advance...
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...BUS 497 WEEK 4 PROMOTION AND INTEGRATED MARKETING COMMUNICATION A+ Graded Tutorial Available At: http://hwsoloutions.com/?product=bus-497-week-4-promotion-and-integrated-marketing-communication Visit Our website: http://hwsoloutions.com/ Product Description BUS 497 Week 4 Promotion and Integrated Marketing Communication, BUS 497 Week 4 Promotion and Integrated Marketing Communication Promotion is a term used commonly in marketing and is one of the market mix features or elements. Marketing mix has four p’s that is price, promotion, product and place. Promotion is defined as raising customer awareness of a company’s product or brand, creating brand loyalty and generating sales. Promotion may also be found in the requirement of five promotional plan or promotional mix . These elements include personal selling, sales promotion, publicity direct marketing, and advertising. The objectives of the promotion include Building Awareness. This means that new companies and new products are frequently unknown to a market that means original promotional efforts have to be concentrated on determining an identity. In this position the marketer has to concentrate promotion to: inform the market who really they are and what they must offer and effectively reach customers (Caywood, 2013). Secondly, is to create Interest. This is moving a potential customer from awareness of a commodity to making a buy and can present a major challenge. From the point of view of business and consumer...
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...A++PAPER;http://www.homeworkproviders.com/shop/bus-497-week-4-promotion-and-integrated-marketing-communication/ BUS 497 WEEK 4 PROMOTION AND INTEGRATED MARKETING COMMUNICATION BUS 497 Week 4 Promotion and Integrated Marketing Communication, BUS 497 Week 4 Promotion and Integrated Marketing Communication Promotion is a term used commonly in marketing and is one of the market mix features or elements. Marketing mix has four p’s that is price, promotion, product and place. Promotion is defined as raising customer awareness of a company’s product or brand, creating brand loyalty and generating sales. Promotion may also be found in the requirement of five promotional plan or promotional mix . These elements include personal selling, sales promotion, publicity direct marketing, and advertising. The objectives of the promotion include Building Awareness. This means that new companies and new products are frequently unknown to a market that means original promotional efforts have to be concentrated on determining an identity. In this position the marketer has to concentrate promotion to: inform the market who really they are and what they must offer and effectively reach customers (Caywood, 2013). Secondly, is to create Interest. This is moving a potential customer from awareness of a commodity to making a buy and can present a major challenge. From the point of view of business and consumer buying behaviour, customers have to first identify they have a need sooner...
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...2 Marketing communication concepts 2 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...
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...networking on marketing communication about viability about sustainability of Social Networking as a marketing communication tool Things which can be included in topic are- 1. What is Social Networking? (in brief) 2. IMC 3. Role of social networking as marketing communication 4. Influence of Sn on Mc 5. Evolution of Sn on Mc 6. Sustainability of Sn as Mc 7. Future scope 8. Conclusion Social Networking A social network is a social structure made up of individuals (or organizations) called "nodes", which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, common interest, financial exchange, marketing communication etc. [pic] There are many SOCIAL NETWORKING SERVICES as online services platform, or site that focuses on building and reflecting of social networks or social relations among people, who, for example, share interests and/or activities. A social network service consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web-based and provide means for users to interact over the Internet, such as e-mail and instant messaging. Online community services are sometimes considered as a social network service, though in a broader sense, social network service usually means an individual-centred service whereas online community services...
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...first in the world to launch the Hello Kitty Bubbly World. 1.1 Target Audience In this new collaboration, the target audiences are, the toy collectors and fans of Hello Kitty. 1.2 Main Objective The main objective of this new collaboration is not only to celebrate Hello Kitty’s 40th Anniversary, but it is also aim to push the sales of McDonald’s Singapore. In doing so, both Sanrio and McDonald’s have employed the co-branding strategy. However, unlike previous years, where the plush toys are made available over the counter and delivery, for the first time, McDonald’s Singapore will introduce the online order system, partnering Singpost. In doing so, McDonald’s Singapore aim to decrease the amount of people queuing overnight for the plush toys and also the fracas that happened in the previous collaboration. The aim of this essay is to analyze the marketing communication effort of McDonald’s Singapore. 2. Pre-Launch Publicity Build Up In the build-up the launch of the plush toys, McDonald’s Singapore applied at least four of the seven commonly used PR program tools; Press Release, Internet, Community Involvement and Exclusives. 2.1 Press Release Press release is a relatively popular and inexpensive way to gain visibility. (Williams, 2010). And prior to the launch, McDonald’s issued a press release...
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...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 show...
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