...INTEGRATED MARKETING COMMUNICATION Student’s Name Institution Integrated marketing communication Introduction Integrated marketing communication (IMC) is the new trend in the world of marketing. Companies and especially international companies are using IMC in order to reach out to their customers. New establishment want to get large market shares or start up new market share. This is not easy unless their marketing task force is good and efficient in its work (Yeshin, 2012). As an IMC director, Thalmic Labs MYO Armband advertises its products in Australia as much as possible. An advertisement will matter a lot to the audience if it is made very attractive and especially eye-catching. A good advertisement should focus on the main point but most of all able to make the audience want to listen and view it. In this century, everybody is very busy trying to make an extra dollar in order to live the life they have always wanted to live. They do not have time to stop and listen to advertisements unless it is very important. My company is willing to make such an advert for Thalmic Labs MYO Armband as it prepares to set up its establishment in Australia. The fact that most people are using computers to do almost all their jobs is useful to the company in that they can use websites to advertise their new product. The use of muscles flexibility and computers is very new and attractive to...
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...Assignment on MKT 201 MARKETING MANAGEMENT Prepared for Farheen L. Khurrum Lecturer Department of Business Adminstration Prepared by Jamal Uddin Ahmad ID # 2007–1-10-127 Section 6 Department of Business Adminstration East West University What have been the key success factors for Krispy kreme? Ans: Krispy Kreme is the “Hottest Brand in America”. It was founded in 1937. From that time it has a brand image of old-fashioned feel. It wants to fulfill the demand of all customers. Brand image works a lot to do this. The company’s marketing is grassroot local. Krispy Kreme has no traditional advertising budget rather it goes for the aid of local groups and charities. But it provides free donuts to TV, newspaper and radio stations before entering a market. It opened its first store in New York City in 1996. But now it has more than 300 outlets. Each local outlet is an emissary for the brand and Krispy Kreme’s sirnature Doughunt Theater defines the brand image. Doughunt Theater is a bit show business that draws customers into the baking experience and makes them feel like they are a part of the process. All these factors are playing a key roll in the success of Krispy Kreme and it must work to find new ways of creating excitement that build customer pride. . Where is Krispy Kreme Vulnerable? What should it watch out for? Ans: Krispy Kreme is vulnerable in case if their menu...
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...Define Integrated Marketing Communications (IMC) and explain the goal of IMC. Also list and describe the seven (7) different components or the communication process. Lastly, discuss at least three (3) factors firms should use as marketing metrics to plan for and measure IMC success. Define Integrated Marketing Communications (IMC) and explain the goal of IMC IMC is the blending of all the methods of brand promotion to present a particular product or service among target customers. A method through which all aspects of marketing communications work together for increased sales and maximum cost effectiveness. The goal is to produce a unified promotional message that has the customer as its focus. All promotional activity such as media advertising, sales promotion, personal selling sponsorships, and public relations are geared to deliver a consistent message. Integrated Marketing Communications (http://www.managementstudyguide.com/integrated-marketing-communications ) The Seven (7) different components of the communication process are: The foundation – detailed analysis of both the product as well as target market. It is essential for marketers to understand the brand, its offerings and end users. You need to know the needs, attitudes and expectations of the target customers. The corporate culture – the features of products and services ought to be in line with the work culture of the organization. Every organization has a vision. It is important for the marketers...
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...Integrated Marketing Strategy Campaigns Tahiti Tourisme The goals of this business was to develop a brand strategy that would help them define the target market, aligning their brand with insights from tourists as well as establishing awareness and preference of new and recurrent visitors. Tahiti Tourisme focused on promoting the exclusiveness and reward that the islands have to offer. They defined and created awareness of these attributes through their integrated strategy. Their campaign used a variety of platforms that were paid, earned and owned. They took advantage of social media and used ads on YouTube, Pinterest, Facebook, Twitter, as well as on magazine ads and billboards. Through these channels the privacy and seclusion attributes were strongly advertised, as well as the beauty and exotic qualities of this destination. They were also able to establish public relations through endorsements, being featured in different movies and TV shows like National Geographic and The Bachelorette. The company was able to increase their brand awareness by a 45%, increasing their website visits by 17%, their social channels by 69% and their visitors’ arrivals by a 109%. Their integrated marketing campaign allowed them to grow significantly their page views and engagement, as well as a better and stronger brand awareness through the relationships they established with key travel media. I believe their integrated marketing strategy helped them achieved their goals, focusing on the...
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...Integrated Marketing Communication (IMC) AND Customer Satisfaction Catherine L. Reddish Professor: Dr. William Bonaparte December 3, 2013 Stayer University Introduction In this setting their will be integrated marketing strategy and communication though adverting strategy and how it aligns with its marketing goals. Then show how effectiveness the advertising will be measured, also discuss the promotional strategies that may be used in addition to advertising. Develop an approach to measuring customer satisfaction with Lay’s Potato Chip product and service. Then, discuss how gaps in customer expectations and experience will be addressed. 1. The adverting strategy is to change the consumer’s buying behavior to achieve the goal in marketing. Doing this marketing goal, cognition relates to increasing a consumer’s awareness and knowledge of the product (Cespedes, 1996). Lay’s potato chip marketer also attempts to appeal to the customer on an emotional level. Finally, Lay’s want to encourage its customers a chance in behavior; which is purchasing the product being advertised. During the introduction stage Lay’s life cycle job is to distribute information about the product and how it is superior to the competitor’s product. In the growth stages Lay’s aim to increase the target segment’s feeling about the product in a positive way. The maturity stage sees the marketer reminding the consumer of the...
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...Executive Summary Integrated marketing communication is being practiced by almost all companies now. The purpose of this report is to focus on the communication tools that will be used by Hewlett Packard (HP) and UNICEF to communicate their message to their target audience. Furthermore the objectives of each company will be analyzed in detail as well as the measure they will be using to measure their IMC outcome. Lastly we will be analyzing the differences between both companies based on their IMC tools and how they differ from each other in terms of objectives. This report will give both companies a glimpse of how they can enhance their brand equity by effectively using the appropriate IMC tools and how the IMC tools will benefit them. Table of content A. Background of Hewlett Packard Company 4 1.0 HP’s Target Audience 4 1.2 Integrated Marketing Communication objectives of HP 6 2.0 The Integrated Marketing Communication Mix of Hewlett Packard 7 2.1.1 Advertising 7 2.1.2 Online Marketing 8 2.1.3 Personal Selling 8 2.1.4 Sponsorship 8 2.1.5 Public Relation 9 3.0 Measuring IMC outcomes 9 B. UNICEF 12 1.0 Target Audience of UNICEF 12 1.1 Market Segmentation 13 1.2 Integrated Marketing Objectives of UNICEF 13 2.0 The Integrated Marketing Communication Mix of UNICEF 14 2.1.1 Social Media 14 2.1.2 Sponsorship 14 2.1.3 Online marketing 15 2.1.4 Events 15 2.1.5 Public Relation 15 3.0 Measuring IMC outcomes 16 4.0 Analysis of IMC practices...
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...OMM615 Strategic Marketing, Advertising & Public Relations Ashford University Instructor: Debra McKoskey-Reisert 8 April 2014 to 19 May 2014 Week 2 Assignment: Integrated Marketing Communications Word Count: 1,296 20 April 2014 Assignment Brief (Due by 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. ...
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...The first aspect of integrated marketing communications that Karen needs to consider is that her job, as a marketer is to magnify the consumer’s perceived relevance of the product. Using this idea, Karen needs to reassure her current clients that her brokerage services are important to their daily lives. She needs to keep her clients thinking that investments are a vital part of their lives and that they are serving a good purpose. The purchase needs to be important to the customer. Karen can make this visible to her clients by suggesting that supplementing their current income is necessary. Many households need the extra income. This may be in the form of a retirement account that the family is going to need to rely on in the future. Karen could also point out that the market is currently increasing and now is the time to invest. Clients may be persuaded to invest while the market is seen to be increasing. Karen could also point out that the current job market may be unstable and a well-developed investment portfolio may save a family whose income has unexpectedly decreased. Another aspect of integrated marketing communications is that attitudes about a product that are formed using the central route are more enduring than those formed using the peripheral route. Customers that Karen is currently serving are going to have a higher motivation for the product already. Therefore, they will tend to form attitudes about Karen’s services using the central route. Self persuasion...
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...Integrated Marketing Communication Loretta McCormick Axia College of University of Phoenix Integrated marketing communication is an important way for marketers to satisfy customer’s needs by creating and maintaining long-term relationships. Marketers use promotions as an effective way of establishing loyalty because of the steady growing global competitions. Integrated marketing communication creates a single unified voice for the company, and the goal of IMC is to inform the customers on products they may want or need. IMC will help build long-term relationships by using two-way communication, focusing on the stakeholders, continue to generate communication, evaluate results by feedback from consumers, investments, and promotions. The different stages that a company go through to develop IMC strategy is a complex task that will help the company in decision –making processes, cost effectiveness and efficiency. The development plan starts with identifying the target audience with a well designed database. The second stage of IMC plan is establishing the communication objective which is a way the company communicates with the customer that their needs will be met with affordable prices, in a timely fashion, create awareness, inform the market, create desire, encourage purchase, and building loyalty. The third stage is to determine and allocate the marketing communication budget on how much the company should spend on specific...
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...com/1363-254X.htm Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication...
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...Intercontinental Hotel Group - Integrated Marketing Communications Individual Assignment no. 2 Syesha Kapoor LRB305188 Strategic Brand Management 2013-MBA II 2 Statement of authorship I certify that this assignment is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the dissertation. Signed: ___________________________ Date: _________________________ 3 TABLE OF CONTENTS 1. Research Background Company’s profile ………………………………………………………………………... 4 2. Integrated Marketing Communications Meaning, purpose of IMC………………………………………………………………… 4 IHG’s IMC…………………………………………………………………….…………… 5 Effect of IMC on Brand awareness and Brand Equity …………………………………... 5 3. Critical analysis of IMC used by the brand …………………………………………. 7 4. Bibliography ………………………………………………………………………….. 8 4 IGH COMPANY PROFILE Intercontinental group of hotels is a leading hospitality brand owner with more than 4600 hotels housing 674000 guest rooms in over 100 hotels worldwide (IHG Company Overview, 2013). Statistics show...
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...MBA 6012 Integrated Global Marketing Value on Integrated Marketing Starbucks Coffee Starbucks History Jerry Baldwin, Zev Siegl and Gordon Bowker created Starbucks; they met coffee roasting entrepreneur Alfred Peet who inspired the three novices to open a coffee shop to sell roasted coffee at their first location in Pike Place, Seattle. Their goal was to sell high quality coffee beans. This venture has certainly paid off, as Starbucks has become a well-known name brand both locally and internationally. They met Howard Schultz an entrepreneur who suggested the idea of selling coffee drinks in European style cafes. He later went on to purchase Starbucks and expanded the coffee chain. Starbucks Corporation (NASDAQ: SBUX) is a global coffee company with an Italian-style coffeehouse which started its chain in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 19,972 stores in 60 countries, including 12,937 in the United States, 1,273 in Canada, 971 in Japan, 790 in Great Britain, 657 in China, 453 in South Korea, 356 in Mexico and 276 in Taiwan. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and Panini, sweet pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the...
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...NBS-MC36 – Integrated Marketing Communications BY STUDENT NUMBER: 100101300 WORD COUNT: 2193 WORDS 1 Introduction Marketing communication represents the methods of communication used to announce target customers and stakeholders and persuade the potential market, to choose the company and its products (TĂLPĂU, 2014). Marketing communication has a variety of means of communication, which includes advertising, sales promotion, personal selling, direct marketing, and public relations. Customers receive diverse messages about the company and its products from different communication methods and thus, are unable to judge the accuracy of messages (Pickton and Broderick, 2005). It is a vital obstacle that customers have no accurate and impressed cognition for the company and its products. Based on the shortcoming of traditional marketing communication, the concept of integrated marketing communication (IMC) has become a popular idea in the field of marketing since 1990s (Kitchen and Schultz, 1998). The primary goal of marketing communication is to influence the customer‟s concept of value for the company and/or its products. Compared with traditional marketing communication which is a part of 4ps, IMC pay attention to the 4cs which is customer, cost, convenience and communication. Duncan (2002, p.8) defines IMC as „a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically...
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...Geico: Successful Marketing Case Study Miranda Furstoss MBA-FP6012 – Integrated Global Marketing Assessment 5 June 29, 2015 Geico: Successful Marketing Case Study Abstract Geico is an insurance company who writes multiple lines of insurance, yet focuses on the auto insurance segment of the industry. They excel in marketing to their target audience which is what makes them an excellent organization for a marketing case study. Their marketing efforts propeled them from the small direct-marketing company they began as to one of the leading auto premium writers in the United States today. By reviewing the marketing system and efforts of Geico, it is easily seen how the right marketing tools and strategies in place can prove successful for any organization. Company Overview Geico is an insurance company founded by Leo Goodwin in 1936 that began as a carrier for the select market of military and government personnel, but later expanded to offer services to everyone (Geico, n.d.a). Goodwin had a vision to create a successful auto insurance business by targeting such a specific group, and he certainly succeeded. Since ending their first year with 3,700 auto policies, they now have more than 13 million policies in force and are still going strong (Geico, n.d.a). In fact, the growth from its meager beginning to now has risen it to the second position of persinal auto insurers in the United States, a nice position in such a competitive market (Das, 2014). They are well-known...
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...Assignment #4 - Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy Georgia Jefferson Marketing Management – MKT 500 In My Own Words is an apparel company that carters to any and all that have something to say. In a society where everything seems to be “politically incorrect”, we feel like there is a time and a place to say and do almost anything and that place is on a t-shirt. Discuss the company’s advertising strategy and how it aligns with its marketing goals. Discuss how the effectiveness of the advertising will be measured. We want to make sure that the advertising is effective. One way is by track the orders. Since there is only one distributor, tracking in the first few years will be fairly easy. Cafepress gives invoices of items shipped and returned. If there is something wrong in the channel we can pin point. Discuss the promotional strategies that may be used in addition to advertising. We will be using a push strategy. We will attempt to motivate intermediaries to push the products down to their customers (Business: A Changing World Edition 7). We do not have the luxury do the pull strategy. In My Own Words can’t afford to give products away to draw interest. We want the customers to seek our product base on the lifestyle that they lead. According to http://rismedia.com, at least 80% of U.S. households have business card magnets on their refrigerator. We plan to create magnets and give them away. This way not only is our information...
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