...Task You will write a report on three different campaigns that have used all or some integrated marketing communication (IMC) tools to achieve communications objectives such as awareness, image building, direct response and consumer engagement. A campaign has several executions under the same theme, so look for IMC campaigns where the same creative idea has been communicated across all or some IMC tools and media. Report 2500 words Your report, with correct referencing has to cover the following elements: a. introduce the three different IMC campaigns briefly b. explain why you chose the three IMC campaigns c. Describe each campaign to cover its target audience, communication objectives (speculate if you need to if these are not described in your research resources), its campaign idea, and how all or some IMC tools were used to convey the idea. d. Include also how the three IMC campaigns had generated news media coverage and/or social media communication e. Analyse similarities and differences of the three IMC campaigns f. Conclude on your favourite IMC campaign and reasons g. Suggest integrated marketing communications tips for marketers based on your analysis of the three IMC campaigns individual reflection (500 words) include in your report at the end a reflection on these questions: 1. what were the 'high' and 'low' moments of self-directed learning during the research and writing process, especially since part of self-directed...
Words: 2176 - Pages: 9
...Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. (Clow, Kenneth E.; Baack, Donald,2007) The components of Integrated Marketing Communications The components of Integrated Marketing Communications including the foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program. All of these communications tools work better if they work together...
Words: 560 - Pages: 3
...Archive {RSS} Monday, May 26, 2014Monday, May 26, 2014 IMC Campaign of Apple Executive Summary Steve Jobs established the Apple Company in 1971. Since then it has delivered and produced the best products and have become a brand to reckon with. It is one of the most well-known electronics companies of the world and Ap ple consumers are brand loyal as well as they tend to associate themselves with the brand. The 1984 advertisement of Apple which was shown only once in the Super Bowl revolutionized the advertising industry and helped Apple in creating a brand image. Soon after the departure of Steve Jobs the company lost it brand image as the advertisements now focused more on the price and features of the product rather than the brand itself. However, Steve Jobs rejoined the company in 1997 and a campaign was launched call “Think Different” which again helped the company restore its brand image in the consumers mind. This paper will talk about the IMC campaign of Apple. Introduction of the Organization Apple Inc. is well known for producing stylish, trendy, technologically advanced, and innovative products which are simple in nature and easy to use. Based in California, America, Apple is a brand introduced by Steve Wozniak, Steve Jobs, and Ronald Wayne on 1st April, 1976 focusing on software and consumer electronics. Consumer electronics include mobile phones, personal computers, portable music players, peripherals, etc. Apple believes in revolutionizing the world by producing products...
Words: 2978 - Pages: 12
...CHAPTER ONE INTRODUCTION 1.0 Introduction Air travel is in deed one of the largest and fast growing industries in the world. It is of utmost important importance to a number of industries for it facilitates economic growth, world trade, international investment and tourism. It is then because of this that the travel industry that the travel industry has increased its roles in the process of globalization that is occurring in all most all other countries.(the airline industry, 2009) In the past decade traveling by air has increased by 7% per year due to rising number of people who have engaged in either business or leisure travels. Out of the two more people tend to engage in leisure travels. 1. background of the study The airline industry is currently affected by a number of factors that threaten their operations. The poor economic times have negatively affected their operations .the high operation cost has significantly reduced the market size due to the effects of the global melt down as well as uncertainty that defines oil prices Kenya Airways, headquartered in Nairobi, is the major airline serving east Africa. Together with its strategic partner KLM ROYAL DUTCH Airlines, it is the leading operator on all domestic routes with in Kenya as well as operating scheduled passenger and cargo services to major destinations in sub- Saharan Africa, Europe, the Middle East and Asia. It has international...
Words: 823 - Pages: 4
...Apple Inc. Discuss how various forms of IMC can be used to communicate with its target audience by taking an audience or touch point perspective. Various forms of IMC can be used to communicate with its target audience by taking a touch point perspective. In this case Apple understands that buyers’ observations and attitudes towards its brand are the consequences of the information they receive and see out there, and from experiences they have had with their products. They know that not all touch points will be effective and the customer’s purchase behavior is not something they can control with every technique they use. Discuss how Apple uses and must deal with the four categories of contact points discussed in the chapter including company created, intrinsic, unexpected and customer-initiated touch points. Company created touch points are under the control of the marketer and this has helped Apple tremendously. From advertisements to websites, from press releases to in-store décor Apple is doing a great job at maintaining their products demand and keeping the prices high. When you enter an Apple store it invites you to relax and stay hanging out there. It lets you try their products and see with your own eyes and feel with your own hands the high quality of their products. Their advertising campaigns are simple with most of their products being presented alone and only with a few words which it genius because it is not trying to push the product but people feel attracted...
Words: 1170 - Pages: 5
...Communications (IMC) Plan MKT/498 November 9, 2015 Integrated Marketing Communications (IMC) Plan Integrated Marketing Communication (IMC) is the use of branding that is used to deliver a message in traditional non-traditional markets with the use of different promotions. As different markets expand, determining potential target markets is a critical part of every business. The potential markets will help in delivering the message that Apple hopes to achieve with the iPad. By using the different marketing channels, Apple may be able to get a competitive advantage for the product by entering it at the right time. Apple continues to create products consumers love. Consumers and current customers are already excited about the launch of the new iPad Apple’s products speak for themselves; putting time into creating a marketing plan is necessary, however, no research is needed. Apple pretty much has an idea of who their target audience is. Executive Summary Apple is a top producer and innovator in the electronics market, and the Apple iPad is a product that marketer’s believe the consumer and the business sector are receptive too. Integrated Marketing Communication (IMC) utilizes branding that hopes to provide messages to Apple’s target markets. The Integrated Marketing Communication (IMC) plan for Apple iPad includes the opportunity analysis, marketing assessment, marketing strategy, IMC objectives, tactical planning, advertising, personal selling, PR, and evaluation. Apple products...
Words: 4949 - Pages: 20
...11:59pm MT, Day 7, Monday) IMC Tactics Select a Fortune 500 company and research their IMC. In a three- to four- page paper (not including the title and reference pages), analyze at least three- to- four IMC tactics (Chapter 3) and discuss whether or not the tactics are effective, and why. Your paper should be formatted according to APA style as outlined in the Ashford Writing Center, and it must include citations and references for the text and at least two scholarly sources from the Ashford University Library. Introduction Successful companies carefully plan their marketing communications. Apple is widely regarded as one of the most effective marketers. The company enjoys a positive corporate image and strong brand names (including its Mac, iPod, iPad, iPhone and iTunes). Apple devotes a lot of resources to develop this corporate and brand equity. It carefully considers each tactic within the marketing communications mix to assess the potential contribution each tactic can make towards achieving the marketing goals of the company. This paper analyzes the integrated marketing communications (IMC) tactics used most intensively by Apple and highlights why they have been so effective. The marketing communications mix includes seven tactics - advertising, personal selling, sales promotion, public relations (or publicity), direct marketing, electronic and Internet marketing, and branding. This paper considers the way in which Apple uses advertising, publicity...
Words: 1419 - Pages: 6
...entorno, del análisis de la situación y por último el análisis del SWOTT (“Strengths, Weaknesses, Opportunities, and Threats”). Este último punto se toma en cuenta, ya que su propósito es incrementar sus ventas en este producto. El “iPad”2, es una tableta o una computadora portátil liviana y fácil de utilizar, ya que su diseño fue inspirado por los teléfonos portátiles. “Apple”, es una compañía innovadora la cual decidió crear el “iPad”2 para entrar a un mercado diferente a los de los teléfonos inteligentes. No obstante, ya que creando esta nueva computadora fácil de utilizar y diferente a todo lo que el mercado estaba acostumbrado. Las ventajas del “iPad”2 en comparación a un teléfono, es el tamaño de la pantalla. Esto le da ventaja al usuario, ya que este puede navegar por el Internet con mejor facilidad que por un teléfono. Quiere decir, que el usuario no tendría que accesar desde su computadora portátil. Sin embargo; su enfoque está dirigido a diferentes mercados, educación, corporativo y al mercado de las computadoras portátiles e internet. El “iPad”2, es la sucesora del “iPad”1, donde Apple logró mejorar e innovar en la creación del “iPad”2, esta nueva tableta contiene dos cámaras. Estas dos cámaras están ubicadas una en el área frontal y la otra en el área trasera. El “iPad”2, contiene un procesador de doble núcleo A5. La tarjeta de procesamiento de video, es nueve veces más potente que el “iPad”1. Según las especificaciones del “iPad”2 esta puede...
Words: 2163 - Pages: 9
...point of contrast (PC). Remember that a point of contrast is a quality that both subjects possess in different ways. This is called a “difference in kind.” Apples and oranges both have seeds, but they have different kinds of seeds. Your points of contrast should avoid the Not/-Er Fallacy. In other words, you must write about the actual characteristics of each subject and not simply say one has X but the other does not, or that one has X but the other has more X. Topic Sentences (T) You will have two topic sentences in each paragraph. One will come at the beginning of the paragraph and identify the first subject as it relates the point of contrast (the general difference). After you have provided the necessary information (see below), use a transitional expression (on the other hand, in contrast, however) and write the second topic sentence which will identify the second subject as it relates to the point of contrast. Support Distinguishing Characteristics (DC) After each topic sentence, you will present in specific, clear detail the characteristics that distinguish the first subject from the second. The details you present will vary. If you were writing about the characteristics that distinguish an apple seed from an orange seed, you would need to use description in order to show the reader what makes the apples seed different. If you are writing about how a person is obsessed with his self-appearance, you would need to provide examples of the person’s...
Words: 274 - Pages: 2
...Liezel Mae D. Flores FMA21FA2 The World Is an Apple Alberto S. Florentino I. Characters * Mario- Husband of Gloria, late twenties, shabbily dressed and with hair that seems to have been uncut for weeks. - lost his job because he puts just one apple in his bag * Gloria- Wife of Mario, small woman about Mario's age, with long hair, and a scrawny body * Pablo- older than Mario, sinister-looking, and well dressed. II. Setting The setting takes place in an improvised home behind the portion of the Intramuros walls. Two wooden boxes flank the doorway. III. Plot When Mario gets home, his wife Gloria puts her hand on Mario’s pocket to get some money. Then Mario suddenly gets angry and said that he don’t have any money. Gloria asked her why he said that he spend it on getting drunk and spending on other woman but Gloria didn’t believed Mario. And he said the truth that he has kicked out from his work because he get one apple and put in his bag for his daughter. Mario then told Gloria that she didn’t have to worry because he found another job. When she sees Pablo was their watching them. Pablo said that Mario will now work in dishonest ways like their past time job. Gloria tries to stop her husband going together with Pablo but Mario goes, Gloria was left home shouting Mario’s name and crying together with Tita. IV. Theme Good principles and values will effectively work beneficially to the person who have them and will...
Words: 616 - Pages: 3
...Ateneo de Manila University – Loyola Schools School of Social Sciences Ed 246.6 Reading and Literature Jomar Ferrer Morena 14 September 2013 Dr. Ma. Monica L. Moreno Assignment #3: 1. Take a look at this list of words: Apple Alligator Angry Ambulance Apologize 2. Can you make this list like a story? If yes, write one. | | |A Very Short Story | |by JFM | | | |Looking at the fruits’ stall, the smell of apples got his attention. He pauses… faces the stall and places his basket on the floor. He was fascinated by| |its colors, of red and green… the smell of its fragrance… he imagines himself holding it, caressing, pressing tenderly, and slowly biting it… | | | |Somebody pushes him…...
Words: 1036 - Pages: 5
...About Apples History The history of apples stretches back to the days of Adam and Eve, when it is believed to have been the “forbidden fruit” described in the Bible. Despite this long standing history, apples did not always grow naturally in New England. While the first apples are thought to have grown on the lower slopes of Tian Shan, a mountain range separating Kazakhstan and Krygystan, they also grew wild in Central and Southwest Asia, China, Italy, Switzerland, Spain and Greece. Through conquest and exploration, apples were spread when Romans conquered England and when Spaniards brought them to Mexico and South America. It wasn’t until the mid 1600’s that the Pilgrims cultivated them in Massachusetts. It is believed that John Endecott, an early governor, was the first to bring an apple tree to North America, and the first orchard was planted on Beacon Hill by a clergyman named William Blaxton. It is Blaxton who is credited for growing the first named apple, the Yellow Sweeting. Once apples were established in New England, they played an active role in everyday life. As a fruit which was easily stored through the winter, as well as being very beneficial to settlers’ health, apples were a main staple in early settlers’ diets. Despite the fact that apples were not initially from North America, and have been growing disease-free for centuries in their native habitats, the early settlers found that the long, hot summers and cold winters of New England grew apples unlike...
Words: 1318 - Pages: 6
...Juice RecipesABCs2 Asian pears2 Apples (Choose any variety!)2 Beets2 Carrots1 cup Cabbage (choose any variety!)6 handfuls Chard 3 cups Calories: 430Protein: 11 gFiber: 2 g Apple-Beet-Carrot Juice1 Apple2 Beets3 Large Carrots1 Piece Ginger (thumb sized)4 cups Spinach/Kale Calories: 280Protein: 8 gFiber: 2 g Apple-Cantaloupe-Honeydew-Kale-Swiss Chard2 Apples1/2 Cantaloupe1/2 Honeydew6-8 leaves Kale6-8 leaves Swiss Chard Calories: 320Protein: 10 gFiber: 4 g Apple-Carrot-Beet2 Apples4 Carrots2 Beets6 leaves swiss chard – 1.5 cup1” ginger root (1 tablespoon) Calories: 300Protein: 9 gFiber: 2.5 g Apple-Cabbage-Carrot-Swiss Chard-Ginger-Lemon2 Apples1 wedge Red Cabbage2 Large Carrots1 Piece Ginger (thumb sized)6 leaves Swiss Chard1/4 lemon Calories: 321Protein: 10 gFiber: 2 g Beet, Celeriac, Carrot Juice4 Carrots, stems removed1/2-1 Apple, seeded1/2 Celeriac root1 Beet1/4 inch slice Ginger root (optional) Calories: 285Protein: 7 gFiber: 1 g Blackberry Kiwi1/4 large Pineapple, core removed and roughly cubed1 cup Blackberries1 Kiwi Fruit1/4 Comice Pear1/4 cup Coconut Water30 Mint leaves Calories: 230Protein: 5 gFiber: 2 g Carrot-Kale Combo1 Green Apple3 handfuls Spinach6-8 Kale leaves4 large Carrots1 piece Ginger (thumb size) Calories: 280Protein: 9 gFiber: 1 g Gazpacho Juice4 Plum Tomatoes1 large Cucumber2 stalks Celery1 Red Bell Pepper1/4 small Red Onion2 cups Parsley, leaves and stems, roughly choppedand packed into the measuring cup1 Lime Calories: 250Protein: 12...
Words: 568 - Pages: 3
...remotely close to Apple’s because of the difficulty it assumes. Developing a piece of technology as such will require a very strong R&D team which Apple is known for having. Apple’s high operational efficiency (Reuters 2012) will also hasten the process of manufacturing the wireless charger with precision, allowing Apple to keep up with the demand that is likely to increase. In which technological domains will you lead; in which will you follow or seek from external sources? Apples technological domain is hardware and software development. Though Apple is more specialized in software development it also designs and manufactures its own hardware so the wireless charger is within Apple’s domain. In addition, wireless technology such as wifi and bluetooth became such a critical part of our lifestyle very quickly and we are still increasingly becoming dependent on it. With us and technology becoming more dependent on wireless processing, it is natural for wireless power to be introduced and there is no better timing for apple to release wireless power than now. However manufacturing something like a wireless charger will be new to Apple. The designing will solely be done by Apple but they may not have the resources needed to complete the technology. If this is the case Apple will have to seek assistance from other companies such as GE to manufacture some parts of the Wireless power...
Words: 281 - Pages: 2
...between people is the key to a stable relationship. There is no denying that Frost uses two metaphors to support how a considerate amount of space that is shared with people is the magic for a sane relationship. While the two neighbors are on their way to fix the wall a neighbor states, “Oh, just another kind of outdoor game,/ One on a side”(21-22). This quote gives an explanation on how one neighbor takes the task more nonchalant than the other neighbor. The speaker compares how restoring the wall is more of a one player game. Meaning he practically has no say on what Player One does. In another part of the poem, the neighbors are repairing their wall the same neighbor thinks, “He is all pine and I am apple-orchard”(23). In this quote the neighbor is comparing themselves to a “apple-orchard” tree which means he is open to new ideas and allows people to be close to them. But then the they explain how their neighbor is a pine tree meaning they pictured them covered in barbed and sharp objects. You don't have to be a genius to know that somebody with barbed wrapped around themselves do not want to be conversating and getting too close to people. These metaphors may remind you of how a decent amount of space people put in a relationship helps their bond become stronger. While using two personification Frost conveys how having a suitable amount of room...
Words: 674 - Pages: 3
