...EXECUTIVE SUMMARY The IMC campaign title is “HONESTHESIA: Be the Cure” which came from the medicine drug “ANESTHESIA”. It aims to “inject” or to put into the mind and in the heart of the students the value and importance of honesty during elections in order to reduce “pain” or to reduce the dishonesties and lies to happen during election. Elections have been practiced a long time ago; it’s one way for people to exercise their suffrage to vote to appoint their desired leaders. Philippines as a democratic country used election to appoint officials like senators and president. But with every election, news about vote buying, malicious tampering of votes, fraud and other dishonest acts increases. These kinds of acts are a start of an impending problem called corruption. To prevent corruption to take place, we need to take action first on our elections and make it clean and honest. Our team has come up to a campaign called “HONESTHESIA: Be the Cure” which aims to increase honest individuals and young voters to stop dishonest acts during school and nationwide elections. Our goal is to: 1. To provide awareness about honesty to students within 6 months 2. To teach the true value and importance of honesty during elections within 6 months 3. To increase by 10% the students who will value and practice honesty during elections every year after the campaign is implemented 4. To decrease dishonesty and corruption by 10% every year after the campaign is implemented The major...
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...Integrated Marketing Communication (IMC) Campaign: HOLDEN CRUZE SERIES II ‘IT’S NOT JUST A SMALL CAR, IT’S AUSTRALIA’S SMALL CAR’ Executive Summary Consumer behaviour is the study of how individuals behave and decide their purchase, use and dispose of goods and services to fulfil their needs and desires (Kotler & Keller 2009, p. 150). The findings of this report are related to the use two of the consumer behaviour areas: decision making process and consumer motivation to evaluate the integrated marketing communication (IMC) of Holden Series II Cruze. Holden is an Australian automobile brand and Series II Cruze is one of their latest models launched in the beginning of this year. The theme of its IMC campaign is: ‘It’s not just a small car, its Australia’s small car’. The campaign kicked start with a massive launching event and followed by a series of ads on televisions, website, social media and some public relationship activities. Its aim is to build product-specific awareness by displaying various product features of the new car and create preference of Holden Series II Cruze to its target audience. The focus of the Series II Cruze advertisements predominantly highlights the innovative features of the car, proclaim as Australian’s small car and state the reasonable pricing at the end. This message is constant in most of their communications. By doing this they cover product, price, place and eventually using the communications as promotion. Hence appropriately...
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...iBummed Search Home About US 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...
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...IMC campaign for MAS airlines Malaysian Airlines System Berhad is the holding company for Malaysia’s national airline carrier, one of the fastest growing airlines in Asia. Malaysia Airlines has three airline subsidiaries, which is Firefly, MAS wings and MAS cargo. Although MAS had provide an excellent services and won many award, they still facing financial problem since year 2002. Situation become worse in year 2014 due to the MH370 and MH17 tragedies occurred. MAS are facing three main problems. First will be financial turbulence. In recent years, MAS has struggled financially. In 2013, the company reported a loss of 1.17 billion ringgit, its third consecutive year in the red. The airline had already been suffering from years of poor performance. The company’s stock price has dropped since MH370 missing and MH17 crashed occurred. A double tragedy of this nature after such a short period is unheard of in the industry, which could deal a crippling reputational and financial blow to Malaysia Airlines Malaysian Airline System Bhd. The second problem is lost confidence of passengers toward the Malaysia Airlines. Due to the disasters of MH370 and MH17, the airlines passengers lost confidence to the Malaysia Airlines which bring the feeling of fear and afraid toward MAS. Those passengers may switch to other airlines such as Air Asia and Singapore Third problem is reputation of Malaysia Airlines be damaged. At the beginning, Malaysia Airlines have a very high reputation and images...
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...April 9, 2013 Live UP Marketing Campaign Client: Jawbone Product: UP Health Wristband Industry Background The Jawbone UP is a band and smartphone app that allows its’ users to be able to track their movements, sleep, and food consumption (Jawbone). The wristband makes it easier for users to live a healthier lifestyle in an organized manner. The Jawbone UP would be considered in the industry of fitness and wellness. Its competition includes companies like Basis Band, Fitbit, DirectLife, Adidas miCoach Pacer, Nike+, Valencell, and many other devices. The industry size for this product can be seen as large for that there are many competitors with the Jawbone UP and living healthier lifestyles is trending. Many companies such as Nike+ and Fitbit have been in the industry for quite some time creating most of the industry’s market share, but with many new companies creating tracking devices of their own as well as smartphone apps have made the industry larger and more competitive. Current trends involved in the fitness and wellness industry are being developed from individuals as well as corporations. Today, individuals are looking for new ways to lose weight, reduce the amount of stress in their lives, and live healthier lifestyle trends. Individuals will start to become more proactive in trying to keep up with these healthier lifestyles that will lead companies to involve themselves in this new market to combat the higher healthcare costs. Another major trend in the fitness...
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...3150 The advertising industry is a difficult market to define, some call it art and some call it a science, either way it comes down to effectively communicating ideas to customers. But how does one persuade potential customers to start buying, and current customers to continue buying a product or service? The answer depends on many things, and can change quickly, especially in today’s market place. Though the world is changing faster than ever, advertising must be able to be broken down to basic parts that are necessary for an ad campaigns success. Leo Burnett believed that advertisements should reflect the world around it, by using folklore he created famous ad campaigns such as The Jolly Green Giant, Tony the Tiger, and the Marlboro Man. Where Burnett often used created characters in his work, David Ogilvy believed in making the product the hero of the commercial. Obviously there are different points of views on what a successful ad campaign should look like, but they all share a certain characteristics. This paper intends to argue that concepts of consistency, coherence, and synergy are necessary for a successful advertisement. Consistency in advertising can mean many things, consistency from one ad to the next, consistency of employee and organizational value, and so own. Everything an organization does affect what consumers think of it, so to maintain a certain brand image an organization must have all of its parts working in the same manor fashion. For example...
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...Defining Marketing In this paper, the author’s personal definition of marketing as well three definitions from different sources are provided. The author also explains the importance of marketing in organizational success. Lastly, the author provides three examples from the business world to support her explanation. “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client”(Perreault, Cannon, McCarthy, page 6, 2011). Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably” (Kotler ,& Keller, page 5, 2012). In 2008 AMA's definition of marketing was: “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” The author's definition of marketing after reading the learning material is that marketing is an ongoing communication exchange not only with costumers or buyers of products and services, but also look for receptors that need to buy specific ideas. Marketing includes diverse activities for businesses that help them to identify customers for their products and services. Marketing targets potential clienteles with advertising by creating in a way a new need for their products...
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...lot in Spain with exclusive suppliers, it give to Zara a great reactivity and a good control. Zara reduces also inventory risk and delays thanks to limited series. Zara is able to deliver all of its stores since their huge warehouse which centralized the production, it limits intermediaries, reduce stocks, and delays. One of the main difference between Zara and H&M is that H&M has not the quickness, the reactivity of his production tool and the short delays that Zara can have because H&M produces their garments in Eastern Europe and in Asia and also because of the control chain which is longer. One other main difference are that H&M invests a lot in advertising contrary to Zara, indeed H&M is making huge advertising campaigns. Question 2 In the business model of Zara, the stores are playing a huge and important role. First, Zara do not invest in advertising, they...
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...Shane Wall Time Line: At 15 years old, he was running discos at his local village. At 20 years old he provided entertainment at weddings with his own DJ equipment. Later on he went into a different career working for BBC radio in technical administrations. He then went on to working for a creative communications agency called ‘Unique’, while still running disco parties on the side. In 1997 he set up a business with his friend running snowboarding holidays for party goers, they decided to name the business ‘Abundant Holidays’. In 1999 his friend left the business, which made Shane the owner of ‘Abundant Holidays’. In 2007 he was made redundant by ‘Unique’. Later he used the skills he gained at ‘Unique’ and BBC radio to set up his own communications business called ‘Abundant’. To this day ‘Abundant’ is a successful creative communications agency. About Shane Wall Shane Wall is a passionate entrepreneur, who currently manages the creative communications agency ‘Abundant’. Before Shane Wall got into the creative communications agency he had many previous jobs, for example: working as a DJ providing entertainment at weddings and working for BBC radio in technical administrations. Shane became an entrepreneur in the early stages of his career, when he set up a holiday business with one of his friends aimed at party goers. As a result of working in a variety of industries and businesses, he picked up a lot of useful qualities and skills to later benefit...
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...such as September 11 or Hurricane Katrina. This will help alleviate a great deal of frustration among Americans, who felt helpless to respond productively they felt during these tragedies. 2. Create the management-research question hierarchy for the research you think might help the Red Cross make decisions related to public relations efforts and future advertising soliciting donations. 1. Management Questions - How can we produce the proper Ad campaign for donors by adhering to Red Cross Policies? - How can we increase the initial response efforts effectively? 2. Research Questions - What Ad campaigns exist now and are they effective? - How can management eliminate the negative repercussions of the allocation of fund distributions? 3. Investigative Questions - Should we examine past and present Campaign ads? - Should we re-examine the Red Cross handling of September 11? 4. Measurement Questions - What is the likelihood that donors want give do to the problems from September 11 - Examine each type of Campaign Ad: fires, floods, large catastrophes 3. If you created an RFP, what would it contain? My RFP would contain an Experience Survey to give to donors, because it will profit by seeking information from persons experienced in the area of study and will seek their ideas about important issues or aspects of the subject. Also, I would use the Two-Stage Design because it is a useful way to design a research study. With the Two-Stage Design approach, exploration...
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...Mahmud Chowdhury, Marc Salerno, John Curtis Gwilliam EC 203 Chapter 2 Group Project Pelican Stores The Pelican Stores division of National Clothing has recently run a promotional campaign in which discounted coupons were sent to customers of other National Clothing stores but not Pelican Stores customers. Throughout the course of one day, about 70 promotional customers were recorded. If these customers are to be counted as customers that Pelican stores would not have otherwise gotten, then the promotion can be considered as an overall success. However, general widespread promotions may not be economically feasible in the future. In this regard, the data from the sales for one day will be analyzed in order to develop a better customer profile and evaluate the promotional campaign. The first variable of interest will be number of items sold per customer. Items | Percent Frequency | (0-2) | 56 | (3-5) | 28 | (6-8) | 9 | (9-11) | 4 | (12-14) | 1 | (15-17) | 2 | From this data, we see that the number of items sold is heavily skewed to the right. Most of the item sales were within the 0-2 and 3-5 items sold range, comprising 74% of the sales. From this data, we can say that customers prefer to buy items in small quantities rather than large. The next variable we look at will be net sales in dollars. Net Sales | Percent Frequency | (0-50) | 39 | (51-100) | 35 | (101-150) | 16 | (151-200) | 6 | (201-250) | 1 | (251-300) | 3 | This data more...
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...political party has to offer some product which they wanted to sell in the market place. E.g Good governace , or Obama’s change slogan. 2.Distribution function : It referes to the availability of exchange offer i.e Political product to the exchange partner i.e., electorate. 3. Cost function : In political marketing, cost function refers to the management of attitudinal and behavioural barriers of voters through calculated campaign strategies. The voter should receive all the information regarding the product without spending money for it. 4.Communication Function: Communication involves the function of informing the primary exchange partner of the offer and its availability. It is often seen as the heart of political marketing. For a political party, it implies, providing political content, political ideas and future and sense making of a complex political world programs but also aiding the interpretation Often the communication function involves simplification of political messages, concise political stand etc. The communication function interacts with the campaign delivery aspects of the distribution function-the latter provides the medium while the former defines the content. The communication function prescribes a dialogue with the exchange partners – a multidirectional flow of information . 5.News Management Function: This function is closely linked to communication function. But news management function is targeted to secondary exchange partners or intermediaries of which media...
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...John Simpson Kirkpatrick John Simpson Kirkpatrick was a stretcher bearer that served under the name of John Simpson for the Australian army in the historic battle of world war one (1914-1918). Simpson was known through the medical crew. He fought with the ANZAC (Australian and New Zealand Army Corporation) along the shores of ANZAC cove. This was a battle that they earned a reputation for resourcefulness, courage and fortitude. John Simpson was a medical stretcher bearer that would later be known for his courage. He was ranked as a private but was still known through the Australian army medical team. He had been using Donkeys as a way of aiding the transport of wounded soldiers down to the beach for evacuation. He had been using this strategy for three weeks all in which he had often been under fire. Until he was one day shot and killed (19 May 1915) at the third attack on ANZAC cove. He has now been recognised a one of the ANZAC legends. John Simpson (1892 – 1915) was born on the sixth of July in Durham, England and died on the 19 of May 1915. After being a milk boy and attending the Barnes and Mortimer roads local school he had an interview with the local Territorial Army. At 17 he joined the merchant navy. Simpson left Newcastle in May 1910. He had briefly tried cane cutting, station work and coal mining in Coledale. On the 25 August 1914 John Simpson Kirkpatrick joined the Australian imperial force in Perth. He was shipped off to Gallipoli some...
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...The Gallipoli Campaign of 1915, a battle during World War I, went very wrong. The Gallipoli campaign was a battle fought in the former Ottoman Empire, today known as Turkey with countries including Great Britain, Ottoman Empire, India, France, Ireland, New Zealand and Australia participating in it. Great Britain’s plan, a suggestion by the First Lord of the Admiralty, Winston Churchill, was to threaten Germany’s ally in World War I, the Ottoman Empire and get them out of the war. The hope was that while the Germans were already contending with Russian and French forces on two fronts, creating a third front would weaken the Germans. The execution however, did not go as planned as there were location errors, planning and tactical errors, mistakes...
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...Many people say that Gallipoli is the battle that determined the ANZAC legend and also Australia’s identity. However there were many other battles in world war 1 that determined ANZACs legend. One of these battles was the Light Horse Brigade charge of Beersheba in 1917. This battle helped open up supplies lines and was also a strong point for the Australians, it is also a determine ship of ANZAC strength as Beersheba was attacked by the British multiple times and the Light horse succeeded. Beersheba was also called the Forgotten battle because not many people know it. Causes of The Palestinian campaign. It started with an Ottoman attempt at raiding the Suez Canal in 1915, and ended with the Armistice of Mudros in 1918, leading to the cession...
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