...requirements of the course Written Analysis and Communication – I (2011-12) (Assignment -1) To Prof. Meenakshi Sharma Academic Associate: Nameeta Chandra Section B Date of Submission: July 2, 2011 [pic] INDIAN INSTITUTE OF MANAGEMENT, AHMEDABAD LETTER OF TRANSMITTAL To: Dr. Narendran, [do not use colon] Director, Indian Medicine (Siddha) College. From: XYZ [do not use colons] WIMWI. Date: xx/xx/2011 Sir, Subject: Report on analysis and recommended plan of action for Ramkumar’s proposal Enclosed is [the] report detailing the decision to be taken regarding Dr. Ramkumar’s proposal that Indian Medical (Siddha) College should file for patent of new drug, for treatment of atherosclerosis. I recommend that Patent is taken [use filed instead of taken] and [a] one-time fee for license-transfer for production of drugs is opted. Sincerely, XYZ EXECUTIVE SUMMARY Dr. Ramkumar has [had] approached you with [the] proposal that Indian Medical College should file [a] patent for his discovery of [the] new medicine, [comma not required] for treatment ofAtherosclerosis [spaces should be maintained]. A decision has to be arrived at [by] taking into account IMC’s problems [IMC’s problems have not been specifically stated in the case], [use and here instead of comma since the next point refers to Siddha and not IMC] objectives and also [the] welfare of Siddha [kindly be specific, can use propagation instead...
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...understanding and a faster start with the project. References to page numbers and figures whose content is incorporated here refer to Chapter 4, The IMC Planning Process, of Integrated Advertising, Promotion, and Marketing Communications, Clow & Baack, 5th Edition, Prentice Hall, 2011. Integrated Marketing Communications (IMC) is the term used to describe the entire program by which you communicate with your customers. The “face, personality and spirit” of your company and products (all marketing mix variables) should blend together to present a unified message. Note that an IMC plan is NOT a marketing plan. An IMC plan is the portion of the marketing plan that involves all promotional aspects of the marketing plan. All communications with customers, including but not limited to • personal selling • consumer sales promotions • trade (channel) promotions • advertising • public relations • corporate as well as product positioning • customer service experiences are included in a complete IMC plan. Each of these different communication types must be aligned with and in support of each other and the overall positioning (Value Image) of company. To develop a feeling of how this works, you may want to read the Lead-in Vignette from Chapter 4, PetsMart: It’s a Dog’s Life (which ain’t half bad), page 80, and then ask yourself these questions: 1. Can you identify pet owner “market segments”? What types of pet owner groups are present? 2. How is the PetsMart company viewed in relation to its...
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...PRINCIPALS OF IMC QUESTION 1 - SHOULD IMC MAKE THIS INVESTMENT? Yes, based on our calculation, the project has a positive NPV and the IRR is larger than the Cost of Capital. QUESTION 2 - WHAT IS IMC REQUIRED RATE OF RETURN? IMC’s Internal Rate of Return is 29.84% QUESTION 3 - WHAT FACTORS AND ASSUMPTIONS ARE CRITICAL OUR PROJECT ANALYSIS? One of the most important factors is the projected inflation in both countries which will affect the interest rate and ultimately the FX rate. Amongst the many assumptions used to create this analysis, the following are the most important. Financial Statement line items will grow at the given rate in a YoY linear model. IMC does not have another project positive NPV project IMC does not have Capital Rationing restrictions All IMC projects are not mutually exclusive IMC provided us with its optimal capital structure, which will be maintained throughout the life of the project The project’s CFs can be reinvested at the firm’s cost of capital Complete shut down after life of project, no chain method or equivalent annual cost method used. Same effective tax rate for the length of the project IMC will have the same share of the company at end of project life as at beginning Monetary policy and Fiscal policy in USA and Mexico will not change for the next 10 years. Alex Massi Analyst November 26, 2015 Francisco Molina Salcedo Analyst November 26, 2015 At Year 0, Page 1 TO THE PRINCIPALS OF IMC The direct quote...
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...English-I (R-9) Statistical Infrence (R-18) Time 10:00 AM-11:30 AM 11:30 AM- 1:00 PM1:00 PM- 2:30 PM 2:30 PM -4:00 PM Business Math-I (R-9) Fundamental of Management (R-18) Fin. Management (R-16) Strategic Management (R-16) Final Year Project-II (R-18) International Business (R-16) Sociology (R-9) Mkt. Management (R-18) BC-I(R-7) HRM (R-16) Stage-1 Mon Stage-3 Stage-5 Stage-7 Project Management (R-7) Stage-8 Day/Time 8:30 AM- 10:00AM BC-I (R-18) 10:00 AM-11:30 AM English-I (R-9) 11:30 AM- 1:00 PM1:00 PM- 2:30 PM 2:30 PM -4:00 PM Fundamental of Acc. (R-9) Mkt. Management (R-18) Mang. Accounting (R-18) FSA (R-16)/Advertising (R-7) Tue Stage-1 Stage-3 Stage-5 HRM (R-16) Stage-7 Economy of Pakistan (R-7) Stage-8 Day/Time HR & Leadership (R-16) FSA (R-16)/Advertising (R-7) istory of Pakistan (R-9) H / Final Year Project-1(R9) FSA (R-16)/Advertising (R-7) 8:30 AM- 10:00AM Islamic Studies (R-9) 10:00 AM-11:30 AM 11:30 AM- 1:00 PM1:00 PM- 2:30 PM 2:30 PM -4:00 PM Sociology (R-9) Wed Stage-1 Stage-3 Stage-5 Oper. Management (R-16) IMC (R-16)/ HR & Leadership (R-18) SeminaR Consumer Behavior (R-16) Stage-7 Stage-8 History of Pakistan (R-7) IMC (R-16)/ HR & Leadership (R-18) Oper. Management (R-7) IMC (R-16)/ HR & Leadership (R-18) roject Management (RP 16) Day/Time 8:30 AM- 10:00AM Statistical Infrence (R-18) 10:00 AM-11:30 AM 11:30 AM- 1:00 PM1:00 PM- 2:30 PM 2:30 PM -4:00 PM Fundamental of Management (R-18)...
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...44(1), 37–46 Copyright Ó 2015, American Academy of Advertising ISSN: 0091-3367 print / 1557-7805 online DOI: 10.1080/00913367.2014.934938 Integrated Marketing Communication Capability and Brand Performance Sandra Luxton Swinburne University of Technology, Hawthorn, Australia Mike Reid RMIT University, Melbourne, Australia Felix Mavondo Monash University, Clayton, Australia Barney 2003; Wu 2010). Previous studies describe the IMC process as a marketing capability because it combines and converts tangible and intangible inputs into outputs (Ratnatunga and Ewing 2005; O’Cass and Weerawardena 2010). In this sense, IMC is a market-relating deployment mechanism that enables the optimization of communication approaches to achieve superior communication effectiveness, which has other downstream benefits (e.g., brand and financial performance). The development of an IMC capability is likely to be felt through better performing campaigns, which in turn result in improved brand outcomes such as market position and financial performance (Duncan and Mulhern 2004; Reid 2005). Given the competitive challenges facing most firms, it is vital that brand managers and their agencies identify and react to competition and growth opportunities rapidly by building and sustaining marketing capabilities strategically and linking these directly to organizational objectives (O’Cass and Weerawardena 2009). Despite much conceptual work around defining IMC and theoretical posturing about the value of IMC for...
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...Guidelines for Students Practical Training Semester (PTS) Bachelor Degree Programmes full-time School of Business Krems, December 2010 Doc.Nr.: FHM-5-0006 Version 03; Revision 00; E Approval by: Prof. (FH) Mag. Eva Werner/ Rector (FH) Subject to modification printed version just for Information IMC University of Applied Sciences Krems Guidelines for Students - PTS Academic Board/December 2010 Table of Contents Preamble 3 1 OBJECTIVEs, FIELDS of Application and Duration of the practical training ............. 4 1.1 1.2 1.3 Objectives ................................................................................................................... 4 Fields of Application .................................................................................................... 4 Duration ...................................................................................................................... 4 Fundamental Decisions ............................................................................................... 5 Support by the IMC University of Applied Sciences ..................................................... 6 Practical Training Co-ordinator (PTS Co-ordinator) .................................................... 7 Requirements for the Practical Training ...................................................................... 8 Practical Training Contract.............................................................................................
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers...
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...IMC and Customer Satisfaction Strategy Running Head: IMC and Customer Satisfaction Strategy MKT 500 Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy Professor Thomas L. Matula, Ph.D November 27, 2011 IMC and Customer Satisfaction Strategy 1 Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy Advertising is important in any line of business. Advertising is how a business makes money and stay strong. There are many different ways to advertise a business and the advertising methods should fit each category being targeted. If the appropriate advertising method is used it could possibly add more customers which would increase the revenue. There are other things important when it comes to advertising such as monitoring if the advertising methods are working and also keeping track of customers’ experiences and how they feel about the product or service being offered. In this report, Cupcake Jewel’s advertising strategy, the effectiveness of advertising, promotional strategies, approach to measuring customer satisfaction, and how gaps in customer expectations and experiences will be handled will be discussed. Discuss the company’s advertising strategy and how it aligns with its marketing goals. Advertising Strategy Cupcake Jewel has a certain market that is targeted and the advertising strategy is based on each of the targets. The targets are different so therefore the advertising strategy for each one varies. Cupcake...
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... time: Tuesday’s 6:00 to10:00 p.m. Location: MALIBU CAMPUS Professor’s Name: Kimber Maderazzo Cell Phone # 310-‐801-‐1893 E-‐mail address: kimber.maderazzo@pepperdine.edu COURSE DESCRIPTION This course is designed to introduce, or reacquaint, the student with the subject of marketing communications. The emphasis in this course will be on the role of an Integrated Marketing Communications (IMC) program in both building and maintaining the brand image and health of an organization. Attention will be given to the various IMC tools used in contemporary marketing, such as advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations and internal marketing efforts. COURSE OBJECTIVES • • • •...
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...MRKT 19030 Promtions Management Topic Carbon Tax: the Australian Government is introducing a carbon tax and your advertising company has been contacted to develop an IMC campaign Develop an IMC plan for the federal government of Australia to promote its new Carbon Tax. The government aims to reduce the amount of misinformation surrounding the implementation of the new tax and therefore has asked your firm to create an awareness campaign aimed at increasing awareness of t actual costs and benefits of the tax Assessment Task As the IMC Director of your fictitious advertising firm, your task is to develop an IMC plan to present to the federal government. It will be important you understand the political environment, and history surrounding the implementation of the new carbon tax. Your introduction should provide background information to the new tax and should be somewhat brief. You must then undertake a review of the literature related to global warming, climate change and other factors that have lead to the introduction of the new tax. You then are required to identify which market segments your campaign will target. Next you must identify at least 3-5 communication objectives such as developing brand awareness; or promoting product and company knowledge; influencing interest or consumer attitudes; developing the product’s image; or influencing the purchase intention etc. (Chapter 4& 7 of Belch, Belch, Kerr & Powell). Once you have identified your communication...
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...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 learning required you to read ahead of lecture notes? 2. what have you learnt...
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...Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer...
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...Communications (IMC) Campaign Plan The Course Comprises 4 Deliverables: Week 1: Topic Proposal Form Week 4: Course Project Outline Week 7: Final Report Week 8: PowerPoint Presentation The 4 Key Objectives of this Project: 1. Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis 2. Application of marketing concepts associated with the marketing mix, branding and communications 3. Provision of implementation steps that are sufficiently clear and detailed for effective execution (- would your plan work?) 4. Presentation of your work in clear, compelling and relevant documents The Course Project The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC plan—the brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN - The IMC plan focuses on...
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...ASSIGNMENT 3 MKT 505 Assignment 3 - Entry Plan into International Market This assignment will provide you with firsthand experience in developing a strategic marketing plan for entering a new international market. Choose a global company that you are familiar with for this paper. Note: Do not use a company from a previous assignments or discussions. Use the Internet or Strayer Library to research the following components of the global company that you have chosen: • - Company Profile (History & Analysis) • - Product(s) • - Financial Status • - Market Position • - Analysis of current global operating environments • - Integrated marketing communication (IMC) Strategy • - Strengths and Weaknesses Analysis • - Sustainable Competitive Advantage(s) enjoyed by the firm • - Sources of funds for the project • - Pro-Forma Balance Sheet & Income Statement for five (5) years • - Cash-Flow Statement Note: You may also use the following resource for your research:§Financial profiles for global companies: (http://news.morningstar.com/stockReturns/CapWtdIndustryReturns.html) Write an eight to ten (8-10) page paper in which you: 1. 1. Choose a country into which the company you selected may expand. Note: Ensure that the country you chose is currently not doing business with the selected company in any capacity (e.g., exporting, FDI, or contract manufacturing). 2. Develop a brief profile of the country that you have chosen. The summary should include: a) Geographic and historical...
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...Friday, week 12 (For both hard copy and soft copy) Requirements: Select a product from the lecturer’s given product list to work on. At least 10 reliable sources of reference are required (image sources are not included). You are encouraged to find the best possible way to convey the advertising message in a creative manner. A structure for the assignment is suggested as follows: 1. Introduction Outline the aims of the paper. 2. SWOT analysis Conduct an in depth analysis of the product’s strengths, weaknesses, opportunities and threats. External factors such as opportunities and threats should include an analysis of competitors, product category situation and any previous advertising campaign. 3. Communication and action objectives Set communication and action objectives. Objectives must be ‘S.M.A.R.T’ and should be set up based on situations of the brand and research findings in the SWOT analysis section. No rationale required. 4. Strategic planning for IMC campaign Provide a well thought through strategy on how your IMC campaign could meet with all of the key features of IMC based on Chitty, Barker & Shimp. Give a rationale of your plan for each key feature of...
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