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Integrated Marketing Communication the Most Important Factor Essay

… Integrated Marketing Communication

The most important factor that must be taken into consideration when developing the promotional strategy for a product or service consists in the fact that consumers do not view and recognize the elements and messages of the campaign in the same manner as marketers do. Professionals know what to expect from such a campaign, but this does not necessarily mean that consumers targeted by the campaign have the ability to address the messages in case as they were designed to be understood.

When developing an integrated marketing communication plan for a product that targets both adults and children it is important to begin with establishing the differences between the characteristics that affect the buying and the consumption behavior of these two categories…. [read more]

Integrated Marketing Communications Communication Being Essay

… Nike has been a long gone sponsor of football and has built its remarkable position in the world as the worldwide sponsors of sports. Nike Singapore uses integrated marketing communications through traditional advertising, which incorporates billboards, televisions and magazines. As sponsorship for worldwide sports has been a truly remarkable approach, of Nike, it has used it as an integrated approach to sponsor events such as Super Bowl and players like Tiger Woods. Another successful approach by them is the online marketing service. This service gathers customers all around the world to come to one place online and customize their own shoes using Nike Id. The concept of Nike Id is solely developed to facilitate customer involvement and to understand the customer preferences from all around…. [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]

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]

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]

Integrated Corporate Communication (ICC) Chapter

… Those ways could be (Gray and Balmer, 1998):

Cognitive: it means to request for more information than required.

Affective: it means to inspect the message with comprehension point-of-view.

Behavioural: it means to determine that how far the collected data is true or not with every subjective point-of-view (Gray and Balmer, 1998).

Outer, Inner along with Co-Maker stakeholders

Corporations are comprised of corporate communication. It is based upon diverse audiences. It is divided into three targets on the basis of priority of the recipients of this corporation's communication. They are (Brown and Dacin, 1997):

1. Inner stakeholders

2. Outer stakeholders

3. Co-makers

Corporate communication is based on numerous audiences; this aspect could be explained as follows: a company always targets a specific group of people on…. [read more]

Marketing Response There Are Several Significant Advantages Term Paper

… Marketing


There are several significant advantages of using qualitative measurements in marketing research. The most significant is the ability to capture the voice of customers that may have evaded the more structured, numerically-based approaches that force respondents to provide a specific set of answers. Qualitative research can also lead to entirely new insights into a new market or service that has not been seen in the past, given the open-ended questions inherent in this approach to research. Qualitative research techniques also can be used to capture the shared knowledge of experts as well, as the Delphi Technique is so well-known and used for. Capturing the tacit expertise and knowledge of a specific group of thought leaders can also be accomplished using qualitative techniques as…. [read more]

Integrated Marketing Communications Program Research Proposal

… Marketing - Communications Plan

Order IDs: 100594, 100608 (A)


Life Potential Maximization Industries (LPMI) - Introduction and Company Overview: The Life Potential Maximization Industries (LPMI) was founded in 2008 by William Murray, a retired private high school principle. Its primary mission is to help individuals identify the best possible academic and career field choices. In principle, the purpose of LPMI programs is to give every school-aged child the opportunity to achieve the maximum satisfaction in life by identifying the best use of talent and the greatest prospect for long-term vocational fulfillment. During his long career as an educator, advisor, school board member, parent, and principal, Dr. Murray noticed that modern middle and high school curricula do not devote sufficient attention to…. [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]

Mochalicious Marketing Plan Marketing Strategy Research Paper

… Mochalicious Marketing Plan

Marketing Strategy Mochalicious

The Company Profile

Mochalicious Coffee is based in Owasso City, Oklahoma, United States. It has successfully developed its brand image in the local market by providing the top quality coffee at very competitive rate. The company offers different flavor variations and seasonal offerings in its major product line.

The Mission Statement of Mochalicious Coffee:

Mochalicious Coffee aims to become the most preferred coffee brand in the United States on the basis of taste, variety, and quality of its coffee products as well as through superior customer services. The company also aims to become a strong entity in both operational and financial terms.

Marketing Strategies of Mochalicious Coffee

Branding Strategies:

Mochalicious Coffee manufactures, promotes, and sells its coffee under its…. [read more]

Marketing Plan Relaunch Essay

… Marketing Plan Reluanch

Re-launch Plan for the RSP-150 Solar Power Maintainer

Re-launch Plan Goals and Milestones

Implicit in the re-launch of any existing product or service is the need to more closely define its unique value proposition (UVP), competitive and market position, and first re-assess and then strengthen its core messaging strategies. The essence of any successful product re-launch is galvanizing each of these attributes around a common strategic market plan that is centered on the customers' unmet needs, preferences and wants (Easingwood, Harrington, 2002). The orchestration of how these activities are completed defines the extent of differentiation relative to alternative solutions and competing brands (Woods, 1984). The RSP-150 Solar Power Maintainer has many innate differentiators that capitalize on the prevailing mind-set of consumers to…. [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]

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 Corporate Communication Dissertation

… Integrated Corporate Communication and Corporate Communication

Reflective Analysis Report

Integrated Corporate Communication (ICC) and Corporate Communication (CC) are the major communications and business developments of recent time, could be described as a millennial approach to business. While both have their history in marketing, they are more than simply communications or marketing approaches, but describe a synergistic management approach, in which communication is paramount. The idea that all of a corporation's public interactions helped shape its brand and its reputation led to the development of CC, which required approaching every potential interaction as an advertising opportunity, and reinforcing the brand at each of those opportunities. When the internet exploded, and it was no longer feasible for corporations to keep their internal communications from becoming external communications,…. [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 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]

Marketing Communications Has Expanded Immeasurably Literature Review Chapter

… The "4 P's Marketing Mix Model" was particularly useful in the early days of the marketing concept, because it created a greater awareness of the marketing of products as an important discipline for organizations. The model's simplicity allowed fast adoption and at the same time, its scope of competitive factors was wide enough to help coordinate key decisions for product introduction, positioning and interaction with target markets. I also regard it as a "pro" that the concept stressed the importance of combining long-term planning with short-term planning and control cycle in order to service a target market on an ongoing basis.

The model seems to be still relevant when applied to "dotcom" products and physical goods of the internet era.

The limitations of the "4P's…. [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]

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]

Coke's Brand Equity Essay

… This is when there will be a change in customer views, with increasing loyalty to the brand. (Bell, 2004, pp. 24 -- 43)


Clearly, Coke was able to build upon their favorable brand image by showing how the firm is an American icon. This is accomplished by taking these ideas and reminding people of some favorable events where Coke products were used (such as: at a picnic with a cooler saying the company's name). What makes the firm so successful is they are able to tap into these ideas and build upon these positive perceptions.

This is achieved through showing how the company is addressing the needs of customers. At the same time, they are demonstrating that their products have the same great taste…. [read more]

Marketing Communications Management for a New Brand of Perfume Research Proposal

… Marketing Communications Management for a new brand of perfume

Marketing Communications Management for Paradise Perfume

The modern day global trend seems to be that of creating a free international market place, in which the commodities are sold without regulation and intervention from the government and in which the economic rules are the dominant ones. Despite tremendous efforts, such a marketplace has yet to materialize. But globalization has nevertheless allowed economic agents to transcend boundaries and benefit from the comparative advantages of other countries. The real growth opportunities of economic agents are supported by the ability to transcend boundaries and introduce the product onto a wider consumer market.

The perfume industry is one in which the forces of globalization are extremely sensitive as they have allowed…. [read more]

Marketing Models Review Research Paper

… Product decisions that touch on branding and packaging are very important from the promotional perspective because the name of a brand and how it is packaged communicates a product's attributes. A brand name that communicates a product's attributes and meaning should be chosen to create and maintain brand equity (Handlin, 2014). A product with brand equity is considered to be having an added value. It also enjoys goodwill of the customers. Despite the fact that the role packaging has changed due to the springing up of self-service stores, packaging can still create new opportunities existing products. The pricing decisions must take into consideration factors like costs, demand, competition, and perceived value. Other issues that have to be thoughtfully evaluated are distribution channel decisions and development…. [read more]

Marketing Communications Management for New Brand of Low Cost Airline in Thailand Research Proposal

… Marketing Communications Management for New Brand of Low Cost Airline in Thailand

Low Cost Airline Marketing Communications Management

Opening a new company is always a risky decision, especially during the crisis or in an industry like the airlines industry. But the correct assessment of business opportunities and threats and the correct allocation of financial resources can help counteract these risks raised by the business environment. Therefore, it is important to conduct a thorough market study before addressing the airlines industry in Thailand.

The market entry strategy should be based on the characteristics of the industry sector addressed by the business owners, and on the needs of the targeted customer segments. The airlines industry in Thailand presents certain characteristics that allow for new companies to enter…. [read more]

Marketing Mix for Effective Essay

… The promotional message must be consistent with the overall marketing image, gain the attention of target audience, and draw response from customers whether its purchase of the product of formation of an opinion. The selection of an appropriate promotional channel may sometimes involve the use of several important marketing channels.

Since promotion deals with communication with customers, it will provide information that will in formulating customers' buying decisions. Promotional strategies sometime involve public relations, advertising, sales promotions, and personal selling. While public relations focus on developing a favorable corporate image, personal selling focuses on the role of a salesperson in an organization's communication plans.

In most cases, promotional or advertising costs usually account for a huge portion of the overall cost of manufacturing an item.…. [read more]

Marketing Strategy the House Brand Research Paper

… Thus, both luxury and value will be key characteristics that will be promoted. This will be a promotion-focused campaign as we are seeking to launch this product and win market share from existing competitors.

Other Factors

There is a low involvement learning need. Consumers already have a pretty good understanding of what ice cream is, so we're good there. Consumers will need to rediscover this product in the sense that they will now be exposed to it outside of the Target context. This is accomplished through greater awareness, in particular of the new distribution. After you sell them on Archer Farms, you need a tagline that mentions that the product is available "at your local grocery store" or "at finer grocery stores nationwide" so that…. [read more]

Marketing Plan for Du Maurier Cigarette Brand Imperial Tobacco Canada Term Paper

… Marketing Plan for DuMaurier Cigarette Brand - Imperial Tobacco Canada

Du Maurier Marketing Plan

Situation Analysis

Market Situation

Macro environment

Demographic Situation in Canada

Economic Situation

Political-Legal Situation

Ecological Situation

Socio - Cultural Situation

Technological Situation

Competitive Situation

Opportunities and Issues Analysis

Strengths and Weaknesses

Opportunities and Threats

Financial Objectives

Marketing Objectives

Marketing Strategy

Target Market




Distribution Outlets

Marketing Communications

Market Research

Action Program

Financial Impact

The following pages will focus on providing a detailed outlook on Imperial Tobacco Canada's Du Maurier cigarette brand in relation to the Canadian tobacco market. The Canadian tobacco market is flourishing, and this can be observed in the revenues of cigarette manufacturers and retailers. Also, this industry employs more and more people each year.

Imperial Tobacco…. [read more]

Marketing Management Discussion Question Answers Essay

… Marketing Management

Discussion question answers of Marketing issues

Do you believe that prices should reflect the value that consumers are willing to pay or should prices primarily reflect the cost involved in making a product or service. Defend your answer?

Prices should reflect the cost of involved in making a product or service. This is due to any business that starts has the main goal of making profit and for a good or service or good to make profit, one has to consider all factors that affect the profitability of a good or services. As one sits down to make the choice of the price a good or service should go for, he or she must put into account the factors like cost of labor,…. [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 for Carnival Cruise Lines Marketing Plan

… Marketing Plan for Carnival Cruise Line

Carnival Corporation (NYS: CCL), which is formally known as Carnival Cruise Line, operates the largest cruise line in the leisure cruise industry and the world. Carnival Cruise Line was founded in 1972 by a Jewish immigrant Ted Arison and today is today managed by his son, Mickey Arison. Carnival continues to be the most aggressive marketer and industry consolidator of the travel cruise industry with eleven brands supported through multiple acquisitions over the last twenty years. As of today, the company operates 97 cruise ships with passenger capacity of 180,746 distributed across its range of eleven brands that operate in North America, Europe, Australia, New Zealand, Asia and South America. Carnival's cruise brands include the following; Carnival Cruise Lines,…. [read more]

Cross-Cultural Communication With Increased Competition Essay

… However, this alone cannot guarantee effective communication, but it will allow people to mindfully attempt to understand strangers and the way these strangers are interpreting their messages. In doing so, people can respond in a manner that results in effective communication. Therefore proper control of uncertainty and anxiety provides an avenue for effective communication, though effective communication depends on the conduct of a person in such situation (Gudykunst, 2005).

Self-concepts and AUM

Self-concept is used to refer to a personal views, they comprise of personal identity as well as social identity. Self-esteem of a person can either be positive or negative feeling a person has about himself/herself. According to Gudykunst, (2005) personal identities are the main generative ways for interpersonal behaviour; whereas social identities are…. [read more]

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