...MA Marketing Communications Module 4MMC7A7 Managing Marketing Communication Kliatchko (2008) argue that, “the rise of digital technology means that content creation is no longer exclusive to media firms and marketers.” Content Introduction--------------------------------------------------------------------------------3 IMC Overview----------------------------------------------------------------------------3 Digital Technology Means That Content Creation Is No Longer Exclusive To Media Firms and Marketers---------------------------------------------------------6 Convergence as Glue---------------------------------------------------------------6 The Digital Media------------------------------------------------------------------8 Major Issues Facing Marketers---------------------------------------------------10 Brand engagement------------------------------------------------------------------10 Conclusion----------------------------------------------------------------------------------11 References----------------------------------------------------------------------------------12 Introduction Integrated Marketing Communications, or IMC, basically refers to the process of combining all the tools used in advertising so that they can function together. Promotion, one of the marketing mix’s 4 Ps, has its own combination of communication elements. All of these...
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...MAKING SENSE OF MARKETING COMMUNICATION: The Concept of Positioning and the Lego Application. The concept of positioning is about placing a brand for a customer to understand and connect with the brand. The way a brand is positioned in the market ought to be the way a consumer can understand and interpret what the brand is. When the values or beliefs of a brand is perceived wrongly by a consumer, this means the brand positioning is wrong. Brand positioning can be either the product brand positioning where it passes a message of distinction to it consumers who hopefully perceives it the same way and it can also be price/ quality brand positioning where the quality is superior compared to its competitors. In the case of Lego, its positioning strategy is the grand strategy which is for Lego to get back to its roots and for its consumers to perceive brand Lego as a strong “brand that build legends”. What was the positioning tool used to implement this strategy? It utilized the point-of-purchase roadshows. This task was designated to the marketing team as they were best fit to ensure a successful task. They as well, divided the marketing team into different department for the road show like sales, advertising, event management, PR, in-store merchandising and finance using tools like “targeted”, “laser guns”, “mobile tours e.g. bionic unleashed” targeted at different age groups. Another positioning strategy utilized for the brand to pass a message of visibility to its consumers...
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...Assignment 2 Marketing Essay Assignment 2 MKT 202 Marketing Communication The heart of any business success lies in its marketing. Most aspects of any business depend on successful marketing. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, the business may offer the best products or services in your industry, but none of the business’s potential customers would know about it. Without marketing, sales may crash and companies may have to close. 1 Marketing communications is a management process through which an organisation engages with its various audiences. 2A new era is unfolding in the field of advertise, promotions, and marketing communication. All organisations – large and small, commercial, government, charities, educational and other not-for-profit organisations all need to communicate with a range of stakeholders. This may be in order to get materials and services to undertake their business activities, or to collaborate and coordinate with others to secure suitable distribution of their goods and services. In addition, there are consumers – you and me – people who are free to choose among the many hundreds and thousands of product offerings. At this Marketing communications provides a core activity so that all interested parties can understand the intentions of others and appreciate the value...
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...MARKETING COMMUNICATIONS By (Name): Course: Tutor: University: City/State: Date: Marketing Communications Introduction It is imperative for all companies to communicate with the involved stakeholders. These stakeholders include the government, the vendors, the retailers, and the clientele in a particular locale. Marketing communications refers to management procedures that entail interactions with distinct audiences from diverse backgrounds (Blakeman 2009). The study shall examine the features of an integrated marketing communications mix strategy for Hewlett Packard Company. More intently, the research shall focus on a strategy that pertains to launching a new HP venture in China. In addition, this essay shall examine the competitors of HP in the Chinese locale, the features of the Chinese market, and the marketing strategies of HP’s competitors in China. It is necessary to define some critical terms that are relevant to the analysis of this essay. Integrated marketing communications involves displaying an idea that relates to marketing communications planning. It distinguishes the benefits extensive plans and it scrutinizes the strategic functions of different communication disciplines (Fill 2002). The marketing communications mix deals with the consolidation of the specific mixes and these are advertising, personal selling, sales promotion, public relations, and direct marketing (Ruskin-Brown...
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...STUDENT NUMBER: 1008267 MODULE TITLE: Marketing Communications MODULE LEADER: Chris Wollaston ASSIGNMENT NUMBER: 1 THE ROLE OF BRANDING IN THE MARKETING COMMUNICATIONS MIX There are many interpretations of marketing communications. (Chris Fill 2009)’s visual approach of marketing communications is that of using communication so as to make the consumers to be aware and also persuade them to buy the goods and services, thereby saying that marketing communications is a management process which a business engages with its various audiences. The marketing communications consist of a set of tools in different combination so as to communicate with its target audience. The marketing communications mix is made up of three elements which are: tools, media and messages. This essay will be divided in three parts; the first part will talk about brands and its characteristics, the second part will talk about the strategic role of branding in the marketing communication mix and the last part ill talk about the brand packaging and also how the brand logo augments the brand. All these, shall be seen in the subsequent paragraphs: A brand is now considered as one of the most powerful ideas in the business world. (Leslie et al 2011) suggests that brands are the main capital of the business, being major assets of the business. Also, (Rik Riezebos 2003) argue that a brand is a name, term, design, symbol, or any other feature that identifies one organization’s good or service as unique...
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...Marketing communication is a set of means executed by companies to give notice, convince and remind potential and actual customers directly or indirectly about the products, service and brands they market to lead to a higher level of trust in the provider and to guarantee the service will be delivered sound enough as promised, thereby encouraging the benefits of both customers and service providers (Kotler et al, 2009). Successful marketing communication relies on a combination of options called the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. (Encyclopaedia of Business, 2nd ed. ). Along with the rise in the uses of the Internet, sponsorship and celebrities, the traditional five elements were significantly impacted. Whether the traditional five are still relevant or not, the judgement should depend on the features and functions of both of the traditional and fresh elements. The functions of Advertising is to transmit information to customers and help them to develop positive attitudes of the provider and products. The main carriers of Advertising are paper advertising and public media advertising (non paper). The paper advertisings, such as newspapers and magazines are more widely spread and easy to form a fixed group of information recipients. Advertising on public media can appeal people from both visual and hearing effects. It is very effective but the cost is much higher, like TV commercials...
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...market, the need for an effective marketing communications mix is becoming increasingly important for every company around the world. “Marketing communications are a management process through which an organization engages with its various audiences. By 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 to offer attitudinal and behavioral responses” (Fill 2006, p. 1/10). Marketing mix is also called promotional mix as it focuses on using the 5 main marketing communications tools; advertising, sales promotion, public relations, direct marketing and personal selling to increase sales and awareness about the brand. Collectively the role of the elements included in the marketing communication mix is to inform, persuade and remind potential buyers of the product or service. As a new product enters the market customers perceive the product or service with uncertainty. This doubt is minimized by making the customers aware of the new product through advertising and personal selling. While awareness increases, product uncertainty decreases and sales promotion is used to stimulate demand. At the same time public relation aims to increase goodwill of the company by maintaining long term relations with customers. While direct marketing shapes the behavior of the target...
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...reputation of Starbucks’ coffee taste is not so good despite of their success; this is their weakness to improve. Likewise, conducting Macro analysis allows Starbucks to grow more. From the PESTEL analysis, Singapore is ideal country to spread their product. It is because the economy of Singapore is much prospered and grows 4.1% in 2013. Moreover, westernization of Singaporean will enhance value of Starbucks. After analyzing external and internal environment, company need to make marketing strategy to suite their target market. Starbucks clearly segment its clientele on demographic bases. They focus its offer on the age of its customers, often between 25 and 40, but also on income since these are quite high wages. As mentioned, Starbucks targets on upper class and middle class people and provides customers with premium coffee experience which cannot get from Mc Café and Dunkin’ Donuts. Starbucks is success because they can find appropriate position in the industry. Additionally, marketing mix is crucial because it helps Starbucks to develop products to satisfy target customer’s needs. Starbucks successes to charge right price and distribute the right place at...
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...А.Н. АНДРЕЕВА МАРКЕТИНГОВЫЕ КОММУНИКАЦИИ ПРОГРАММА КУРСА АННОТАЦИЯ КУРСА Курс «Маркетинговые коммуникации» рассматривает и анализирует различные коммуникационные инструменты современного маркетинга и их комбинации (рекламу, PR, стимулирование сбыта, рекламу на местах продажи и т.д.) в контексте маркетинговой ориентации деятельности компании. Основной акцент курса сделан на понимание и создание эффективного плана маркетинговых коммуникаций, с ясными и последовательными целями и задачами, а также критериями оценки коммуникационных программ в маркетинге. Курс является авторским и предполагает глубокое вовлечение студентов, специализирующихся в маркетинге, в процесс выбора инструментов маркетинговых коммуникаций в зависимости от целей и задач маркетинга организации. Цель курса • Формирование у студентов целостного представления о системе маркетинговых коммуникаций входящих в состав комплекса маркетинга (маркетинг-микса). Задачи курса • Изучение и анализ основных инструментов маркетинговых коммуникаций: реклама, связи с общественностью, стимулирование сбыта, прямой маркетинг, мерчендайзинг и POS-материалы, маркетинг событий, продакт плейсмент и т.д. • Анализ и создание базы для принятия решений в сфере бюджетирования коммуникационных маркетинговых программ. • Формирование у студентов знаний и навыков планирования, управления и оценки коммуникационных программ (кампаний) в сфере маркетинга, направленных на эффективное продвижение продуктов (услуг) организации...
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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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...Marketing Communication Theory Shayan Ahmed Mir (MIRSB1501) Marketing Communication BUS215 Dinesh Nanayakkara Words Count: 810 According to the most common definition, communication “it is the process of transferring thoughts, ideas and feelings from one person to another in commonly understandable ways” (Cheryl et al). (Mueller) Communication originates in the mind of sender as mental images who wish to convey that message to the receiver. Mental images can be in any form including ideas, feelings, expressions pictures or emotions. To transfer the mental image across, the source first needs transpose the images into a form that is commonly understood by both the source and receiver which is called as encoding. Once a message has been encoded, the next level in the communication process is choosing the right medium to transmit the message to a receiver. Medium is the means by which the message is sent. Communication medium can be commonly categorized into verbal (via telephone call, face to face meetings), written (letters or newspapers), and visual forms (electronic media, diagrams). Other transmission medium that influence the message sent may include touch, gestures, clothing, and physical distances between sender and receiver, lighting and surrounding of the meeting etc. When making a marketing strategy choosing the right medium of communication is critical. For example if the masses are targeted like in the case of fast moving consumer goods, above the line...
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...Creative Strategy We will be using the CAN criteria to create the sample advertisement in the magazine insert. The magazine insert will stay connected to the target audience, be appropriate for all individuals and create a novelty effect for Herbal Essence. The advertisement will connect to the target audience by hiring the top model…. to endorse the product. It is a partial abstract of her face where she will look towards her luscious hair where the face reveals only her eyes and lips to create an abstract effect by focusing mainly on her luscious hair. The model’s expression would reflect that she is astonished that she has gotten such a luscious hair. Her wide eyes and a little open lip would signify that she is awed with the product effectiveness. This full page advertisement will highlight her luscious hair which is the need for many young women. This advertisement with the sachet attached will be placed in the centre page of the ‘Her World ‘magazine, the reason as to why it is being placed in the centre is that it would attract even browsers of the magazine as the centre page will stop when flipped in a rush. This would catch the attention of people who do not even purchase the ‘Her World’ magazine but also the browsers who are keen to know what are the contents inside the magazine. The key shape sample of Herbal essences ‘’Hello Hydration’’ shampoo will be glued to the centre of her long luscious hair as a symbolic message to consumers. The need for a key shape of...
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...The general communication process and its implication on marketing communication Introduction Organizations today are heavily dependent on information to meet organizational needs. Effective communication plays a key role in fulfilling these needs and contributes significantly to organizational or business success. In this globalization period effective communication is critical to any organization and can help it in many ways. In fact, communication plays a role in product development, customer relations, and employee management - virtually every facet of a business' operations. In communication we share meaning in what we say and how we say it, both in oral and written forms. If we could not communicate, what would life be like? A series of never-ending frustrations,? Not being able to ask for what we need or even to understand the needs of others? Generally being unable to communicate might even mean losing a part of ourselves. Thus, in order to achieve results and being successful, it can be valuable to understand what communication is and how it works. The main objective of this paper is to explain the implication of general communication process on marketing communication. However, before we go through, we would like to clarify what general communication process is and what marketing communication is. What is communication, Marketing Communication and Communication Process? Communication Communication is a process through which senders and receivers of the message...
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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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...Marketing communication plan Marketing Communications are "all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used" (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as "the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses" (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999). Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience. Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999). Marketing Communications Plans consist of the following vital elements: Context analysis Promotional objectives Marketing communications strategy Promotional mix (methods and tools) Budget schedule Evaluation and control (Fill, 1999). When writing marketing communications plan it is important to: 1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other...
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