...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...
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...| Apple Inc. | Integrated Marketing | | Integrated Marketing By Apple Inc. | | Arjit | 9/2/2011 | | Contents About Apple 1 Product Portfolio 2 Apple Marketing Strategy 2 Presentations 2 Brand Strategy 3 The Apple Brand Personality 3 The Apple Customer Experience 3 Brand Loyalty 3 Effective Advertisement 3 Apple PR strategy 3 Apple Communication Strategy 4 Apple Communications. 5 iPod Marketing Strategy 5 The iPod Launch in 2001. An Absolute Flop 5 Who Invented the iPod? 5 The iPod. The Merits of Apple. 6 iPhone Marketing Strategy. 6 iPad Strategy 7 The Evolution of Apple Ads 8 1970s 9 1980s 9 1990s 10 2000-Present 15 About Apple Apple Inc. is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari web browser; and iOS, a mobile operating system. As of October 2010, the company operates 317 retail stores in ten countries, and an online store where hardware...
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...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...
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...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...
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...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...
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...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...
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...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...
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...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 Apple 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 onsoftware and consumer electronics. Consumer electronics include mobile phones, personal computers, portable music players, peripherals, etc. Apple believes in revolutionizing the world by producing products with great quality and technological advancement, whether in electronic devices or software...
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...Introduction Samsung group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated business, most of them united under the Samsung brand, and is the largest South Korean conglomerate. It was founded in 1938 by Lee byung chul (1910 - 1987). Until today, the small company opened up by Lee become one of the biggest companies in the world and leading in world electronics development, research and sales worldwide. Started just as an instant noodle manufacturer, Samsung now become a leader in various field such as heavy industries, constructions, financial trading company, and many more. After the death of Lee, Samsung was separated into business groups, Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Samsung has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River". Its affiliate companies produce around a fifth of South Korea's total exports. In 2012,Samsung's revenue was equal to 17% of South Korea's $1,082 billion GDP. Since the 1990s Samsung has increasingly globalized its activities, and electronics, particularly mobile phones and semiconductors, have become its most important source of income. Operation Since Samsung group we known today starting to rise in the early 1990s, I will only wrote about their operation starting from 1990. Starting from 1990, Samsung group branch...
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...It makes no sense to have brilliant marketing programs to sell world-class products if the products aren’t available at the right time, at the right place, and in the right form and condition when consumers want them. Apple excelled at this by having A. enough money to support its product introductions B. a finely tuned supply chain C. top-rate designers D. loyal customers E. global reach 2. An effective message (e.g., found in any type of promotional activity) must accomplish all of the following except: A. It gains the attention of the receiver of the information B. It stimulates the brand team to implement the marketing mix C. It suggest an appropriate way of satisfying the consumers’ needs D. It achieves understanding between the sender and the receiver of the information E. It stimulates the receiver’s needs 3. Guerilla marketing A. Involves attacks by "commercial terrorists" on the promotional programs of other firms. B. Usually attempts to be funny, maybe even outrageous -- but never offensive. C. Has the problem, because of its very low-key delivery, of often failing to be noticed by consumers. D. Is not under the control of the firm E. Avoids traditional media and uses innovative, low-cost ways to reach a target market. 4. Company sponsored disaster relief projects, such as Duracell Power Relief Trailer, Pepsi Refresh, and Tide Loads of Hope, are all examples of which promotional technique ? A. Publicity ...
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...บทที่ 2 บทบาทของ IMC ในกระบวนการการตลาด ในบทนี้จะลงรายละเอียดว่ากลยุทธ์การตลาดมีผลต่อบทบาทหรือการส่งเสริมการตลาด และการตัดสินใจการส่งเสริมการตลาดต้องทำงานร่วมกับส่วนอื่นๆ ของส่วนประสมทางการตลาด (Marketing Mix) อย่างไร กล่าวคือองค์ประกอบทั้งหมดของส่วนประสมทางการตลาดต้องไม่มีการเปลี่ยนแปลงในแผนกลยุทธ์ที่ส่งผลไปยังโปรแกรมการสื่อสารการตลาดแบบครบวงจร เราใช้แบบจำลองในรูปที่ 2-1 : แบบจำลองกระบวนการการตลาดและการส่งเสริมการตลาด เป็นกรอบสำหรับการวิเคราะห์ว่าการส่งเสริมการตลาดเหมาะกับกลยุทธ์การตลาดและโปรแกรมต่าง ๆ หรือไม่ แบบจำลองนี้มีองค์ประกอบสี่ส่วนคือ กลยุทธ์และการวิเคราะห์การตลาดขององค์กรกระบวนการทางการตลาดสำหรับตลาดเป้าหมาย การพัฒนาโปรแกรมการวางแผนการตลาด (ซึ่งรวมถึงส่วนประสมการส่งเสริมการตลาด) และตลาดเป้าหมาย ดังที่แสดงไว้ในโมเดล กระบวนการทางการตลาดจะเริ่มต้นจากการพัฒนากลยุทธ์และการวิเคราะห์ทางการตลาดซึ่งบริษัทตัดสินใจเลือกสินค้าหรือบริการสำหรับตลาดที่ต้องการ แล้วเลือกองค์ประกอบต่างๆ ของส่วนประสมทางการตลาด (Marketing Mix) เพื่อทำงานร่วมกันเป็นโปรแกรมการตลาด (Marketing Program) ที่จะเข้าถึงตลาดเป้าหมายอย่างได้ผล โปรแกรมการตลาดนั้นส่งผลไม่เพียงแต่กับผู้ซื้อปลายทางเท่านั้นแต่ยังรวมไปถึงช่องทางหรือทางร้านค้าที่กระจายสินค้าไปยังผู้บริโภคด้วย สมาชิกของช่องทางการขายเหล่านี้ต้องได้รับการโน้มน้าวให้เชื่อด้วยว่าสินค้าของบริษัทจะขายได้ เพื่อให้ร้านค้าสั่งซื้อสินค้านั้นๆ และพยายามเสนอขายสินค้านั้นให้กับผู้บริโภค ดังที่ได้แสดงไว้ในบทที่ 1 องค์ประกอบทั้งหมดของส่วนประสมทางการตลาดซึ่งได้แก่ สินค้า (Product) ราคา (Price) การจัดจำหน่าย (Place) และการส่งเสริมการตลาด (Promotion) โดยต้องทำงานร่วมกันเพื่อให้ผลจากการสื่อสารให้มากที่สุด...
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...How should Sephora allocate budget across the various digital categories? <Chart 1 – Marketing vehicle, directions of media in IMC process> Sephora’s digital media budget allocation should be planned to execute distinctive strategy and exploit on-line market growth. After analyzing Sephora’s differential advantages over other competitors from customers’ view of purchase process, we could concluded that it should strengthen advantages of ‘Conviction’ stage as differential sources which represent ‘Beauty experts’ and ‘advice’. Furthermore, we also decided that it is vital to consider repetition-purchase-rate and get additional investment on mobile applications to respond to increase of on-line formats. Since the case did not provide customers’ purchase process of Sephora specifically, we analyzed the case by using basic model of integrated marketing communications (IMC) and defined each media’s attribute by evaluating qualities of them through team discussion. We considered directions of each media in the process not allocating budget quantitatively since there was no conversion rate, unique visitor and unit cost in the case. A. Conviction efficiency – 40% ($ 400,000) : Beauty Talk It is very necessary for Sephora to make positive conviction to potential consumers to retain more actual purchase from them. Actually, it should focus on marketing resources and make company’s differential strategy by activating interactive resources, Sephora’s advantage. According...
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...Apple Inc. is one of the most profitable companies in the world and its Apple logo is recognized as a house hold name. “Apple Computer was incorporated in 1977 and went public in 1980.” (Finkle & Mallin, 2010) You cannot talk about Apple without talking about its co-founder Steven P Jobs. Both go hand and hand because without the vision and leadership of Steve Jobs, Apple would not exist nor have an array of products under its belt. “Jobs co-founded Apple Computer with Steve Wozniak in 1976. After founding Apple, Jobs was fired by the company's board of directors 10 years later at age 30. After his termination, he went on to create two more companies. During this period Apple went through three different CEOs and their stock price dropped to $2 a share. As a result, Jobs was invited back to join the company as CEO. Not only did Jobs rejuvenate Apple, but it flourished. Jobs led the company to the forefront with cutting edge products” (Finkle & Mallin, 2010) which are sold throughout the world. “His philosophy has always been to create products consumers will find easy to use and marry innovative technology to work productivity and personal entertainment.” (Mallin & Finkle, 2011) There product “line designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Company’s...
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...Contents Page Executive Summary In this proposal, we are planning for the release of the upcoming Iphone4. This Iphone4 is from Apple Incorporation, it is such a well branded and known product that even before the product is in Singapore, people have already researched and know the products so well. Therefore in this proposal, we implement a Retention Marketing Strategy for the launch of Iphone4. To support this marketing strategy, we plan to engage strong advertising media communication to create public awareness. We have planned to create exclusiveness and create a ‘Wow’ factor that will retain our existing customers and attract more new customers to our stores for the launch of this Iphone4. By using the SWOT Analysis, 7ps, Integrated Marketing Communications, we propose and analysis more accurate and detailed proposal. Company Background StarHub is a fully-integrated info-communication company, our services include, voice, data services, internet services, global managed services, global conferencing services and voice services. StarHub also offers a range of Cable TV and broadband services such as subscription television and broadband access services. StarHub Cable TV is one of our best product as we are the sole distributor in Singapore. StarHub establish in Singapore in the year 2000, now has become one of Singapore's most innovative info-communications providers, and the pioneer in 'hubbing' - the ability to deliver unique...
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...Strategy …………………………………………………………………………. p.9 Students must select a topic from the list of brands below: Assignment Topics McDonald's www.mcdonalds.com.au/ Kentucky Fried Chicken www.kfc.com.au Apple - iPhone 6 www.apple.com/au/iphone-‐6/ Samsung – Galaxy S5 www.samsung.com/au/ Microsoft Surface www.microsoft.com/surface/en-‐au Tiffany & Co. www.tiffany.com.au/ T2 Tea www.t2tea.com/ Nespresso www.nespresso.com/au Fitbit www.fitbit.com/au Kookai www.kookai.com.au/ Topshop Australia www.topshop.com/ 1 Primary Research: A critical component of Integrated Marketing Communications is the use of reputable data to develop and justify strategic decisions. Although this is not a marketing research assignment, our focus will be on how to best utilise both primary and secondary sources of marketing research. Commonly used forms of primary research are survey, interview, focus group, experiment, observation, and mystery shopper. The last two, observation and mystery shopper, we will utilise in this assignment. Observation and mystery shopper are particularly important because they help us gain a detailed consumer perspective; key goal of IMC. Observation is where we as marketers view the ways in which consumers interact with the brand or...
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