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Components of IMC Research Paper

… Components of IMC

Components of an Integrated Marketing Communications Program

The breadth and depth of traditional and online marketing channels continues to proliferate. The greater the growth of these traditional and online channels, the more urgent the need to synchronize them all to a common objective corporate-wide (Caemmerer, 2009). The foundational elements of marketing including advertising, public relations, sales promotion and a myriad of other marketing activities all must integrate to a common objective to ensure consistency and focus (Kliatchko, 2005) as the characteristics, depth and extent of marketing strategies continue to become more complex and focused, the need for an integrated marketing communications (IMC) program and strategy become critical to the success of any firm. The intent of this analysis is to evaluate the…. [read more]


IMC Program Essay

… IMC Program

How an IMC program that aims to achieve the goal of effectiveness should be evaluated

An integrated marketing communications (IMC) campaign aims to create a holistic and integrated approach to the advertising, public relations, and one-on-one sales used to sell a product or service. The effectiveness of an IMC campaign is evaluated based upon increased sales but also if the campaign conveys the same image and message in all of its promotional efforts, through its use of varied types of advertising media, and the memorable image and impression it leaves in the minds of consumers in terms of 'branding.' Of course, this evaluative process presumes that the original integrated idea is effective in nature. There needs to be a great deal of preliminary…. [read more]


IMC and Customer Satisfaction Marketing Plan

… IMC and Customer Satisfaction

Zapper Marketing Plan

Defining Integrated Marketing Communications and Satisfaction Strategies

The Zapper's unique value proposition of mitigating and eliminating noise opens up many potential market segments and service areas. What the advertising strategy must do is not only communicate the features and benefits of the product, it must also show how effective it is in making people's lives more enjoyable. Noise is one of the most irritating types of pollution there is, often stopping people from being able to think clearly and get their work done or make effective decisions. The greatest value of the Zapper is in neutralizing these forms of noise pollution to allow people to have a more enjoyable, pleasurable experience at work or at home. The cornerstone…. [read more]


IMC Plan for Red Bull Essay

… Through the approach, Red Bull uses public awareness and the strength of its opinion leaders to spread its message by word-of-mouth rather than the conventional mass marketing approach.

However, the current marketing campaign is considered as old and unattractive despite of its effectiveness in the previous years because of the increasingly educated public. As a result, the firm needs to adopt a new marketing campaign whose communication goals and objectives are geared towards freshening up the brand in the extremely saturated market. The new campaign should target younger consumers in the early stages of adolescence as well as consumers who are not well informed about the brand. Since an integrated marketing plan could be the most suitable strategy, it should be engaging and entertaining to…. [read more]


IMC Program Research Paper

… ¶ … Future of Advertising and Its Impact on Integrated Marketing Communications Programs

The traditional strategies marketers use to attract, sell and serve prospective customers and retain existing ones are going through a systemic, fundamental change today. The long-held beliefs of concentrating on product, pricing, promotional strategies and place or distribution (the 4Ps of marketing) are being challenged by the mercurial nature of customers today and how quickly their preferences are changing.

No longer can a product or service be marketed purely based on its functional value or worse, its features and purely physical attributes. Customers expect excellent experiences from products, augmented by personalization to their tastes and preferences (Ramaswamy, 2008). Marketing services is as much about defining realistic, high expectations as it is about…. [read more]


Integrated Marketing Communications Programs (IMC) Research Paper

… Integrated marketing communication is part of a creative process, which is characterized by a communication model (Lisa, 2011).

Creative advertising ensures that consumer habits evolve. It involves testing new boundaries of communication, and this will have a positive impact on IMC. A brand is the information that consumers have emotional or imagined association. Tools used to build brands like creative advertising or presentation of goods in supermarket shelves, gives a channel in which delivering brand information is effective. Advertising should include promotional disciplines and through IMC combination, there is certainty that a good customer relationship is maintained. Similarly, message is passed effectively, sales, profit increase, and different IMC strategies are properly incorporated for excellent results.

Analysis

Advertisement is of great value when incorporated to IMC…. [read more]


Sony IMC Sony: IMC Plan Essay

… For example, one of Sony's marketing managers noted that many hospitals had a need for a "a low-cost telemedicine" and thus "developed Sony's MD2GO Remote HD IP Camera System, which launched in 2011 and is currently being used in a pilot study in a Wisconsin nursing facility not easily accessible to the area's doctors" (Zax 2012). Sony, in contrast to some of its competitors takes a 'customer is always right' philosophy "It's important to listen to the customer, to take their ideas, and to see if we can implement them in future products. Steve Jobs was very anti- the voice of the consumer. But in the medical world, with the doctors and nurses -- I'm going to make a joke here -- you have to…. [read more]


Integrated Marketing Communication IMC and Customer Satisfaction Strategy Term Paper

… IMC

The advertising strategy at the Assemblage is going to be focused on two main components. The strategy is going to be focused on an introductory message. The restaurant and its concept need to be introduced to consumers so the advertising needs to focus on that component of the message. The Assemblage's preliminary advertising should convey the concepts -- the definition of the Assemblage concept relating to both the food and the social aspect of the clientele. This message is critical because the Assemblage concept is going to be one of the key drivers of business for the restaurant. This concept differs from other casual dining concepts in substantive ways and it is important that the marketplace appreciates these differences.

The Assemblage's advertising strategy is…. [read more]


Need of Swarovski's Customer in the Digital World Literature Review

… ¶ … Swarovski's customer in the digital world.

The review of the literatures reveals that marketing and promotion strategies that Swarovski could employ to achieve market advantages. The study reviews the literatures on experiential marketing for luxury brand, emotional brand engagement and IMC (Integrated Marketing Communication). The literatures are also reviewed to explore the Swarovski brands, which assists in enhancing the greater understanding on the strategy the company could employ to promote its brands in the competitive market environment.

Overview of Swarovski

Swarovski is an international company having brand synonymous to ingenuity, technology and poetry. The company has developed a speciality and supreme mastery in precision cutting making it to become the world leader in genuine gemstones, and stones. Over the century, Swarovski has inspired…. [read more]


Marketing Plan the Potential Audiences Marketing Plan

… Marketing Plan

The potential audiences for the Firenze include all smartphone and tablet users in North America and Brazil, specifically those who need to have a tablet device capable of supporting content creation and consumption. Apple has found that the iPad is used over 60% of the time for content consumption, or reading, video viewing and photography (Apple Investor Relations, 2012). The Firenze is designed to appeal to this very large potential audience of customers through its build-to-order strategy (Franke, Schreier, 2010). Apple has not been able to attain this level of manufacturing agility even in their laptops and low-end systems (Garfinkel, 2009). Figure 1, Global Smartphone and Tablet PC Demographics shows the distribution of audience by demographic segment.

Figure 1: Global Smartphone and Tablet…. [read more]


Marketing Strategies the Marketing Plan Delivers Marketing Plan

… Marketing Strategies

The marketing plan delivers the various strategies that All Technology Computer will use to enhance competitive market advantages. The paper discusses the company mission statement and the strategies that the company will use to align its mission statement with its strategic objective. The brand differentiation is an effective marketing tool to enhance marketing advantages and IMC has been identified as an effective marketing tool within the business environment. More importantly, the company will be operating in the U.S. economy and the company will take the advantages of the economic and technological superiority of the U.S. To deliver high quality product and services.

Company Background

ATC (All Technology Computer) is computer hardware and software provider operating in the United States and the company is…. [read more]


Marketing IMC for the HP Marketing Plan

… The lessons will allow for feedback, and new lessons or tutorials will be released every week. The empowerment will be supported though social networking media, including a highly interactive Facebook page where users can get advice and tips. The users will also receive an invitation to join the 'exclusive' Slater users group, which will be an online forum with a unique URL, where they will get advance notice of new apps that may be useful and new on their slate, as well as be able to give feedback on their experiences.

Slide 4

The initial print advertisement will support the idea of empowerment, with the tag line for whoever you are and whatever you want to do. The bottom of the advert will give details…. [read more]


Online E-Business Target Market Essay

… Jo-Ann Fabrics, for example, added floral items in 1984. (Form 10-K). Michael's Fabrics added art supplies and framing in 1995. (Form S-1). However, the vast majority of each store's inventories remain virtually identical.

Part 2: Detailed Description of IMC Approach with Rationale

The Foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis.

The corporate image will communicate passion, expertise, and depth of experience in a particular field of crafts. The brand marketing communications will emphasize the depth of selection and rare finds within a particular field(s) of crafts. It will target dedicated hobbyists whose needs cannot be fully met by the selection of crafts supplies available at superchain retailers such as Michael's Fabrics and Jo-Ann's Fabrics, which often offer standard, shallow, run-of-the-mill…. [read more]


Advertising and Promotion Term Paper

… Advertising and Promotion

Letter of transmittal to CEO

I hope that the analysis will be helpful and the recommendations insightful for the development of the company during the next fiscal year.

Best regards, 2. Title page

Microsoft's approach to PR and advertising. Developing the brand through anew IMC.

Microsoft has managed to obtain its current position of global leader in its functioning area with the help of well integrated communication campaigns. The attributes that have helped the brand become so appealing for people all around the world are creativity, innovation, the belief in people's dreams and potential, the belief that one can do anything. The corporate social responsibility has been a strong point for the development of the brand for both the advertising and the…. [read more]


Advertising and Promotion Research Paper

… Advertising & Promotion

The role of the advertising agency is an important one, because it is focused on ensuring that a company or individual is marketed correctly to the public (Altstiel & Grow, 2006). Without the right kind of marketing, any company or individual that is trying to sell a product or service could fall by the wayside. This could be the result no matter how good the product or service actually is, because the quality of the offering is only half of the issue. The other half of the issue has to do with the way the offering is presented to others - and that falls under the role of the ad agency (McChesney, 1999; Silverman & King, 1970). In the past, ad agencies…. [read more]


Emotional Drivers of Consumer Toward Swarovskis Brand Literature Review

… Emotional Drivers Towards Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

Emotional Drivers of Consumer toward Swarovski's Brand

The standard of living and the lifestyle of the general population in today's time has changed and enlarged because of various economic factors for instance mounting disposable income, growth of high income groups in emerging nations and many more. In a very similar manner, the social influence in the modern epoch towards the purchasing of luxurious items has also come to sight that one can reflect their image as an affluent person. As an outcome of it, demand for the luxury goods and services has escalated and intensified largely (Wright, East & Vanhuele 2008).

The fact that the brand…. [read more]


Marketing Plan for Vinny's Prima Prego Marketing Plan

… Vinny's Prima Prego! Is a blossoming gourmet pasta restaurant in Kansas City with a rapidly developing consumer brand and growing customer base. The restaurant is to serve the younger generation of working professionals living in Kansas City. The restaurant faces stiff competition from various other restaurants but the one of the main ways of gaining competitive advantage is to offer deliveries to their clientele. An Integrated Marketing Communication strategy is developed in an effort of increasing its sales.

Situation Analysis

Vinny's Prima Prego! is close to entering their second year of operation. The restaurant has been well received, and marketing is now critical to its continued success and future profitability. The store offers an extensive offering of unique, gourmet pastas with delivery and curb-side services.…. [read more]


Integrated Marketing Communications Is the Whole Greater Than the Sum of Its Parts Term Paper

… Integrated Marketing Communications: Is the whole greater than the sum of its parts?

The concept of Integrated Marketing Communications is a relatively new one, which arose from the need to constantly adapt to the changes affecting both the micro and macro environments. In addition, the emergence of the IMC is a direct consequence of the increased attention placed on marketing activities and strategies, as well as the recognition of the vital role played by the communication system in achieving organizational goals.

Only until recently, the basic change was that of an increased focus on customers' needs and the immense desire to satisfy them. Companies became more customer-oriented and began to develop and implement numerous strategies, aimed at increasing customers' satisfaction in regard to the company's…. [read more]


Comcast Marketing Strategy Research Proposal

… Comcast's advertising campaign should be done with several objectives in mind. The first is to attract new users. The company operates in an intensely competitive industry. Customers have the ability to switch providers, but in most markets the competition is oligopolistic in nature. Under such circumstances, the intensity of rivalry will be high. New customers represent market share gains, often at the expense of competitors. Once customers are attracted, other elements of the marketing campaign can focus on issues such as retention. Public advertising represents an opportunity to reach current non-customers; therefore the focus of advertising should be to convert these non-customers to customers.

Comcast has a sizeable advertising budget. External advertising can therefore be divided among multiple media forms. Television advertising has a broad…. [read more]


Marketing Mix and Strategy Essay

… Marketing Strategies - breakfast cereal Australia

Marketing Mix And Strategy

Healthy Co. Pty Ltd. is a food processing organisation located in Queensland, Australia. 'Nutri Mix' breakfast cereal is the product developed by the company for this market and it's focused on nutrition and healthy life choices. The initial research was focused on six local macro-environment factors that could potentially impact the product. The factors in favour of marketing such a product on the Australian market reside in an aging population as proportion of total population, forcing the government to focus on nutrition as a means to slow down health care expenses (IGR, 2004); the local market being a stable and developed one; the country's technological development enabling advanced marketing and logistics techniques; and an increased…. [read more]


Using Multimedia Marketing for Product Launch Essay

… 5) Even though the actual delivery of the event is weeks away, what would be some of the key processes associated with good Human Resources practice at this stage?

Assess the number of employees required to implement the work-breakdown of the product launch for the Toyota Hybrid Cruiser. Prepare to recruit, hire, and train any additional staff needed for the launch and beyond. Connect with staff at the venue and with suppliers and vendors to ensure that contracts are prepared and that previous templates for event planning specifics can be used.

6) What HR strategies could be employed to reduce the cost of your event?

All of the processes that are implemented during the run-up, execution, and close of the product launch for the Toyota…. [read more]


Marketing Mix an Integrated Term Paper

… Public relations can also help the consumer gain understanding of the company and its message. This is especially important because there is a limit to the believability of advertising messages, with most consumers natural skeptical of anything stated in an advertisement. Effective public relations can overcome this hurdle because the message is not presented in an advertising format and will not be perceived as trying to indicate any specific message. In this way, an overall message about the company can be communicate, but in a subtle way where the consumer is able to come to their own conclusion. Finally, an effective public relations strategy will help to build trust in the company. This will be important in developing a strong relationship with the consumer.

The…. [read more]


Marketing Channels and Methods Term Paper

… "What is the right strategy to follow in a highly competitive market in which demand is relatively flat?" stated one executive recently. "The answer for us is to identify what our niche is in the market. For us, it is producing ... hamburgers." Healthy hamburgers! (Collins, 2002) Stressing return traffic for those hamburgers is an acknowledgement that McDonald's "fries and soda are where the fat [profit] margins really lie," for fast food companies -- but that does not have to mean fat consumers! (Munarriz, 2003)

Core Strategy

A value proposition is a clear statement of the tangible results a customer gets from using a company's products and services (Konrath, 2005). McDonald's has always offered its customers financial value, in the form of cheap, tasty food.…. [read more]


Mcdonald's Integrated Marketing Campaign Dissertation

… Noe (2006) further stated that advertisements for food and beverages passes on a message that is powerful enough to trigger consumption of the food advertised and positive emotions linked to food consumption. The message conveyed in the food adverts have the powers to act as real-world primes and lead to corresponding eating behaviors. However, given the types of foods, which are mostly fast foods or snacks and consumption benefits that are typically promoted in food adverts, what is primed or activated in the human conscious is usually consumption of those foods that are rather unhealthy. Therefore fast food advertisement that conveys snacking and fun i.e. those mostly shown when children programs are on air, will automatically trigger consumption behavior not only among children but also…. [read more]


Integrated Marketing Strategy: New Protein Bar Essay

… Through Twitter and Facebook, the company can connect with customers and ask them to post their experiences using the product. The company can construct short Internet movies to promote the brand, such as quick, 10-minute workout videos followed by a brief promotion for the product.

Direct marketing

Although traditional catalog-based marketing is largely defunct (at least for the trendy, younger, fitness-forward demographic), using direct marketing can have some uses to promote these nutritional bars. Mailing free samples or coupons for free samples to consumers on fitness marketing lists can generate interest; encouraging consumers to sign up for promotional emails which contain printable coupons as well as information about the product is another strategy.

CRM (customer relationship management) would be particularly useful for selling the bars…. [read more]


Andriod Tablet Android Tablet Promotion Marketing Plan

… Internet marketing is also possible through advertising the product in blogs and other online sources of information such as e-papers and articles. In spite of the many changes and ways of promotion available today, advertising retain its presence and marketing power (Hackely, 2005).

The use of social media in marketing the product

Social media are fast, cheap and far-reaching way of advertising. Information in social media spreads fast and feed back is easy to obtain. It allows customers to interact and give opinions about the product. Social media offers a wide marketing ground through forums or discussion sites, emails, instant messaging applications weblogs and social blogs (Hackley, 2005). They provide useful and measurable data about, customers purchasing behaviors, trends and the brand activity.

Specifics' showing…. [read more]


Marketing Plan. The Mission Statement Term Paper

… , 1994). They might inform the administration of the developments that can be completed in the teaching and management of sales and service workforce (Clark at al, 1992). To keep customer loyal and happy, company must integrate information based on complaints into established and trusted sources of intelligence within the company (Adamson, 1993, p.444).

5. Provide the following information about the marketing strategies:

a. Discuss the company's competitors, and its strengths and weaknesses.

The existing market share is concentrated at the top with brands such as Starbucks, Caribou Coffee, Coffee Bean and Tea Leaf, Diedrich (Gloria Jean's) and Peet's Coffee take the bulk of the shares. At the bottom, the share is quite fragmented and split. The strategy assumed by the top shareholders relies heavily…. [read more]


Marketing for Humanitarian Organizations Essay

… Tangible products have to have an independent physical existence and often have a life cycle that includes a growth phase where the product is developed, maturity phase where the sales of the item are at peak and a sales fall period when the sales decline. It is, therefore, important for marketers to understand each product's lifecycle. They should understand how long the product's life cycle lasts to focus their attention on building a new product in the growth phase once it is in the decline phase. Urbany and Montgomery (1998): 288 go on to state that the marketers must consider the product mix whereby they consider the position of the product, how they can exploit the brand, and how to consider product development strategies.

Rotemberg…. [read more]


Marketing Strategies the American Snack Essay

… The classicness of the brand is absolutely going to be a key point of differentiation, because that gives the company the ability to do different products and flavors but still build on the past work that the marketing program has done with respect to building the brand. Building on that brand strength, the company is expected to be a leader in the industry, focusing on innovation. As a niche product, American Snack is to be understood by the market at the best and most innovative snack chip company in the galaxy.

There are few issues in the legal environment, as the company will adhere to all applicable food safety laws. The social element is perhaps the most intriguing -- suffice to say that Americans love…. [read more]


Integrated Marketing Communication Program Marketing Plan

… Cafe Adobe Part II

Group IMC Program Proposal Component II

Integrated Marketing Communication Program

Overall Creative Strategy -- Creative Brief

The current campaign is rather scattered, with ads running in a local Gay & Lesbian publication, radio ads in the Houston press, website and billboard promotions, localized activities. The objective of any new or enhanced strategy would be to broaden the client base by focusing dollars more on high return promotions. The localized nature of the company means that Cafe Adobe wants to be seen as "THE" restaurant alternative for a broader spectrum: for families dining out and having fun; for Mexican-Americans to have an authentic meal, and for any sporting team, or any adult group to use the restaurant as a place to meet,…. [read more]

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