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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 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 Strategy Exploring Research Paper

… The downside of promotional strategies are their lack of permanence and relatively quick lifecycles, lack of measures on effectiveness, and long-term timeframes often needed to shut them off (Johnston, Tennens, 2005).

Publicity and public relations (PR) are among the most critical aspects of any IMC, in that they share the most relevant and valuable information about a given product or service with the target market of prospective customers. PR looks much easier than it is to do well. The pros of a strong PR campaign as part of an IMC strategy are its ability to create greater name awareness, act as a catalyst of the entire IMC strategy, and also underscore the unique value proposition of the products or services being sold (Johnston, Tennens, 2005).…. [read more]

IMC Strategy Integrated Marketing Communication Essay

… Best practices in IMC strategies build in marketing and advertising effectiveness measures as part of the ongoing reporting process as well.

In terms of promotional strategies, the most effective in the context of IMC strategies are based on personalized appeals to customers and highly tailored responses to their questions and concerns (Jenkinson, Matthews, 2007). Best practices in this area include being able to tailor promotional strategies entirely around the most pressing unmet needs and problems prospects have, showing a very clear understanding of what is most critically important to them (Jenkinson, Matthews, 2007). Gaps in customer expectations vs. experiences are also measured in IMC strategies' feedback approaches and constructs. Many of the best IMC strategies use a combination of feedback mechanisms including customer satisfaction surveys,…. [read more]

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]

Hotel Use of IMC Starwood Case Study

… Content Creation:

Starwood Hotels and Resorts Worldwide, Inc. believes that contents (texts, images, color schemes, music, etc.) in advertisements and promotional campaigns are highly important in order to present a perfect picture in front of its customers and primary stakeholders. Therefore, the contents in its advertisements and promotional campaigns vary according to their specific target audience. For example, Starwood Hotels has been targeting younger generation for its Aloft Hotels brand since its inception. Therefore, the advertisements for this brand are highly integrated with sharp colors, jingles, and music. The company also ran a 50 day music campaign in which new artists were given an opportunity to play in Aloft Hotels around the Globe.

On Facebook, twitter, and other major social media networking sites, the company…. [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.


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

Integrated Marketing Communication IMC Strategies Thesis

… Integrated Marketing Communication (IMC) Strategies at FedEx Cor

Today, FedEx Corp. (hereinafter alternatively "FedEx" or "the company") it the world's largest express transportation company and offers its customers and businesses a wide range of transportation, e-commerce and business services. The company generates about $38 billion in revenues each year and provides integrated business applications globally under the highly respected FedEx brand. The company has been rated time and again as one of the world's most admired and trusted employers and FedEx remains committed to delivering quality services and products to its customers and the communities in which it competes (FedEx, 2009). Although it is best known for its package delivery services, following its acquisition of Kinko's, FedEx has expanded its product offerings to include FedEx…. [read more]

Integrated Marketing Communications Strategies (IMC) Consist Essay

… Integrated Marketing Communications strategies (IMC) consist of communicating a consistent and positive message at all contact points. IMC has grown in importance for several reasons. First, IMC allows a firm to foster long-term relationships with customers. Give an example of a company that implements IMC. What do they do well? What should they improve? Explain and justify your answer.

The Walt Disney Company's planning, coordinating, executing and monitoring of their Integrated Marketing Communications (IMC) strategies are among the best in the world. Disney integrates marketing communications strategies at the content, character, messaging and visual levels deliberately to increase cross-selling and up-selling of their merchandise. Their near-obsession with excelling at IMC strategies is directly tied to the company's need to continually gain incremental revenue to fuel…. [read more]

Using IMC Strategies in B2B Research Paper

… IMC Evolution in B2B Markets

The Evolution of B2B Integrated Marketing Communication Strategies

The traditional integrated marketing communications (IMC) strategies that are prevalent in Business-to-Business (B2B)-based selling and value chains are going through an evolution away from being manually-based to relying on analytics and data to guide decisions. Marketing analytics capable of providing a unified, real-time dashboard of performance across each integrated marketing channel is now one of the most in-demand series of technologies in B2B marketing (Hauser, 2007, pp. 38, 39). The shift away from having IMC-based strategies that defy measurement to those that deliver metrics, key performance indicators (KPIs) and analytics is in aggregate acting as a catalyst of greater customer-centric innovation in B2B firms as well (Kiron, Prentice, Ferguson, 2012, pp. 47).…. [read more]

Integrated Marketing Communication IMC and Customer Satisfaction Strategy Term Paper


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]

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]

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]

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]

Colgate-Palmolive Colgate-Palmolive Company Case Study

… The second option is to position the Precision as a mainstream, professional product. This strategy is expected to deliver a 41% volume share and 42% value share and 80% of the sales will be generated through dentists and also through drug stores and supermarkets. This strategy appeals to the issue of convenience and quality at a competitive price, a key buying criterion for the mainstream market (Othman, Yap, 2011). This strategy is expected to generate a far greater level of market share, netting out 10% in sales by 1993, growing to 14.7% in 1994. It will also result in a lower average retail price of between $1.59 and $2.09 and a factory price of $1.85, compared to the premium market positioning which will generates $2.13…. [read more]

Integrated Marketing Communications Term Paper

… Integrated Marketing Communication - IMC has been the buzzword of present day marketing concept, which is devised to employ all aspects of marketing communication like advertisement, sales promotion, public relations, and direct marketing in unison, instead of making each of these of work in isolation. (Integrated Marketing Communication- Definition)

Ford Motor Company with global sales exceeding $170 billion is steadfastly positioned as one of the biggest makers of cars and trucks, with a sale of nearly 7 million vehicles across the world. The intricacies of running businesses spanning across continents, in multiple languages and across several time-zones make crucial challenges for Ford. The entire workforce of the company is geared towards the upkeep of high-profile brands who take part in the routine business of designing…. [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]

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]

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]

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

… ¶ … Swarovski's customer in the digital world

Introduction to the literature review chapter

Swarovski is one of the most popular luxury brands at the international level, and similar to any other company, it has to continually assess and recognize the changing features in the micro and macro environments and adapt to them.

The organizational efforts are such concentrated not only around the production of high end crystal products, but also on the business decisions surrounding production, distribution, retail and so on. In this order of ideas, an important emphasis falls on the marketing efforts completed by the company in ensuring the retail of its products, their appeal among the customer base and the final profitability of the firm.

Based on this starting point, the…. [read more]

Integrated Marketing Communication With Customers Facing Serious Assessment

… Integrated Marketing Communication

With customers facing serious information overload and with more and more choices being made available to them, it is only natural for companies to seek out a better and more comprehensive communication strategy to reach their target market. In order to reach the most number of people in a highly effective manner without placing serious financial burden on company's resources, many marketing experts now combine the power of more than one communication channel to effectively reach their audience and this is known as Integrated Marketing communications strategy.

History of IMC:

IMC as a major concept went through many stages of growth and as it gained greater acceptance, its definition also evolved from a rudimentary view to a more technically sound description. According…. [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]

Marketing Communications Audit and Plan Case Study

… Error! Bookmark not defined.1.2 Situation Analysis

- 8 -1.3 Strategic Goals and Short-Term Direction

Communications Audit

- 8 -2.1 Current Communications Approach

- 9 -2.2 Communications Strengths and Weaknesses

Key Audience

- 9 -3.2 Communications Strategy

- 10 -3.3 Communication Mix

- 11 -3.4 Budget

Evaluation and Measurement

- 11 -4.1 Potential Issues

Evaluation and Measurement System

Volare Aviation Limited is a newly established company operating from Wellington International Airport. They operate a small group of aircraft and offer fresh and innovative flying experiences -- lifting spirits through flight. Currently the company focus is helicopter flight training however on achieving the necessary certification; they intend to extend their services into the provision of leisure activities which is a segment of the tourist market.

This assignment;…. [read more]

Promote Wataniya Telecom Wpro Business Solutions Marketing Plan

… Watiniya Bottom Up Proposal

Watiniya will incorporate a Integrated Marketing Communications (IMC) plan that will look at all the different customer needs in the industries of banking, educational and government institutions, and well as retailers to evaluate how Wpro can best service their needs. The plan is to service corporations that have branches in multiple locations. The result will be a stronger market presence for long-term contracts that builds the Watiniya brand.

Watiniya will utilize a bottom up marketing plan involves the following objectives:

Establish mutually beneficial services to establish long-term relationships that use multiple Wpro services. Meet the customers requirements by providing several solutions that cover all their telecom needs from a single source, Watinya business solutions.

Expand Watiniya business to improve market position…. [read more]

Theoretically Underpinned Integrated Marketing Communications Plan of Apple, Inc Research Proposal

… Theoretically Underpinned Integrated Marketing Communications Plan of Apple Inc.

Relevance of Integrated Marketing Communications

The core of the contemporaneous business operations is that of achieving and consolidating a strong competitive position. This is necessary in order to reach the organizational goals. In addressing the matter of a strong competitive position on both local and international markets, economic agents employ a wide variety of strategic approaches. Some of their endeavours refer to the implementation of a pleasant, yet competitive and rewarding corporate culture, the motivation of the human resource and the increase of their on-the-job satisfaction, alongside with the continued efforts in increasing customer satisfaction. All these represent more modern approaches which come to complete the traditional efforts of increased quality of the products and services…. [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]

Woolworths Limited Essay

… Documenting the communication terms helps organization to maintain policy guideline which is standard across the board.

Theory of integrated marketing communication (IMC)

Marketing communication is the medium through which organizations bridge the communication system with their customers and stakeholders to inform them about their products, service and new market offerings (Keller, 2001). The development of Information Technology has augmented the importance of marking communication and evolved new means of communication that saves time and is cost effective. The theoretical evolution of IMC has been pictured as strategic and efficient system of integration that sets all marketing communication function under single organizational segment or unit (Schultz, 1993; Cornelissen, 2003).

The theoretical perspective have given importance to the integration process in the marketing communication, however the challenge…. [read more]

Integrated Marketing Communication Term Paper

… Integrated Marketing Communications

The 5- step consumer decision-making model is very important in marketing. You just saw an ad that told you that you could purchase an energy efficient major appliance before 4/30 & receive a rebate from the government. It reminded you that you have been thinking about needing a new stove. With this being the 1st step, describe what the consumer is doing in each subsequent step & identify what marketers can do in each of the 5 steps to influence the consumer. Have at least two non-traditional marketing & two sales promotion elements that the marketer could use.

Decision Making Process

Problem recognition -- (Consumer) Current stove is almost 20 years old, and while it is working it is not very energy…. [read more]

Product and Target Market Description Promotion Strategy Book Report

… Product and Target Market Description

Promotion Strategy

Pricing Strategy

Marketing Mix adjustment strategies

In this report, we present a detailed integrated marketing communication report for Volkswagen CC. It covers the IMC tools used in the marketing of the product, a description of the outcome of my investigation, as well as a marketing strategy, product segmentation. Also included are the product and target market description, product strategy, promotion strategy, pricing strategy, marketing mix adjustment strategies, conclusion and recommendation. The presentation also contains a reflection of what I learn about the report process and my ability to complete it.

In this report, we present a detailed integrated marketing communication report for Volkswagen CC. It covers the IMC tools used in the marketing of the product, a description…. [read more]

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