...Konsep Integrated Marketing Communication (IMC) adalah suatu konsep perencanaan komunikasi pemasaran yang menyadari nilai tambah dari suatu rencana komprehensif yang mengevaluasi peran strategis dari berbagai disiplin ilmu komunikasi misalnya periklanan umum, penjualan personal, pemasaran langsung, promosi penjualan, hubungan masyarakat, dan menggabungkan berbagai disiplin ini untuk memberikan kejelasan, konsistensi dan pengaruh komunikasi yang maksimum melalui integrasi menyeluruh dari pesan – pesan yang berlainan, hal ini sesuai dengan yang diungkapkan oleh American Association of Advertising Agencies. Terdapat beberapa langkah mengembangkan program IMC yang efektif, adapun langkah – langkahnya adalah mengenali audiens sasaran, menentukan tujuan komunikasi, merancang pesan dan membuat keputusan atas bauran komunikasi pemasaran. Komunikator pemasaran harus mengenali dan memiliki pikiran yang jelas tentang audiens sasarannya. Bagian terpenting dalam langkah mengenali audiens sasaran adalah menganalisis benefit yang diinginkan audiens serta mengukur citra perusahaan, citra produk, dan citra para pesaing. Tujuan umum IMC adalah mempengaruhi atau memberikan efek langsung pada perilaku audiens sasarannya. Tanggapan terakhir yang sangat diharapkan dari audiens adalah pembelian. Untuk mencapai tujuan tersebut, dibutuhkan perancangan pesan yang sesuai. Pada prinsipnya, pesan produk diputuskan sebagai bagian dari pengembangan produk, namun terdapat sejumlah kemungkinan...
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...Integrated Marketing Communication Plan Nike Running Shoes I. Background Nike Incorporated, the leading innovator in athletic apparel and accessories, traces its roots to the University of Oregon track and field team of the early 1950’s. The team’s coach was determined to give his athletes a competitive advantage by always finding the newest and most efficient gear, and began designing and producing sneakers with very limited resources. After twenty-one years of creative turmoil and a superficial, lean order-by-order manufacturing system, the Nike brand was finally formally launched in 1971. Eugene Oregon remains the home of the Nike brand and the corporation’s headquarters. Understanding that a distinctive, easily recognizable logo was necessary to build the company’s sales and bond with its customers, the company tried various logos throughout the years. In 1980 the company settled on the final Nike, Inc. logo, referred to as the swoosh, and recognized around the world as the mark of the quality Nike brand. As Nike’s newest advertising agency, our firm will be focusing our efforts toward improving the sustainable competitive advantage of Nike Running shoes. II. Buyer Behavior Nike Inc. currently represents thirty percent of the athletic apparel and accessories industry. The market is comprised of professional athletes, amateur athletes, those devoted to personal fitness, and trendy young adults continuously seeking the latest fashion trends and social recognition....
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...COMMUNICATING CHANGE with AT&TSara Parker Human Resources 587 Keller School of Management Aug 16th 2013 Communication Marketing Plan Objective To retain current SBC and AT&T customers pre and post mergers. To acquire non AT&T and SBC customers Target Audience Current SBC and AT&T retail customers. Non AT&T and SBC customers Timeline 2 months pre-merger to 2 years post-merger Communication Plan Contributors * Outsourced communication expert consulting company * Outsourced Marketing Firm * Internal public relations department * Internal Marketing department Approvals Required CEO and VP of Marketing Messaging * Value of how AT&T merger will benefit the customer on service, time, product and technology * Building excitement on what is to come with the merger * Building awareness on what is the new AT&T brand * Building awareness on new and existing products being offered “AT&T is your new and improved communication provider. We are mature enough to know how to do business, and innovative enough to provide you the best products and services to keep you connected all under one roof” Challenges * Customer confusion in the transition with billing * Customer confusion with product line of new company * Customers not seeing the value in the merger * Customer succumbing to competitor messaging. ...
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...MA Marketing Communications Module 4MMC7A7 Managing Marketing Communication Kliatchko (2008) argue that, “the rise of digital technology means that content creation is no longer exclusive to media firms and marketers.” Content Introduction--------------------------------------------------------------------------------3 IMC Overview----------------------------------------------------------------------------3 Digital Technology Means That Content Creation Is No Longer Exclusive To Media Firms and Marketers---------------------------------------------------------6 Convergence as Glue---------------------------------------------------------------6 The Digital Media------------------------------------------------------------------8 Major Issues Facing Marketers---------------------------------------------------10 Brand engagement------------------------------------------------------------------10 Conclusion----------------------------------------------------------------------------------11 References----------------------------------------------------------------------------------12 Introduction Integrated Marketing Communications, or IMC, basically refers to the process of combining all the tools used in advertising so that they can function together. Promotion, one of the marketing mix’s 4 Ps, has its own combination of communication elements. All of these...
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...Personal and Professional Health Care Communication According to Tony Robbins 2011, “The way we communicate with others and with ourselves ultimately determines the quality of our lives. To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.” Communication is the exchange of thoughts and information that occurs through the use of verbal and nonverbal methods. Verbal communication consists of the use of the spoken language. Nonverbal communication consists of aspects such as body language, facial expression, tone of voice, posture and gesture, or eye contact. Human beings communicate from the time of birth. The ability to communicate successfully is an acquired skill. The successful mastery of communication skills, according to a study done by The University of Rochester (2011), provides an individual with the ability to impart information successfully, resolve conflict, and establish a relationship built on trust. According to Northouse and Northouse (1998), an essential part of communication involves self-reflection of the communicator. Self-assessment is imperative to have an understanding of one’s own self, beliefs, and honest evaluation of perceptions or personal biases that may affect communication. This self-assessment is important to communicating effectively in all relationships; personal or professional. According to Markova, T (2010)...
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...Business Communication Trends Johanna Mikucki XCOM/285 Melissa Edwards Business Communication Trends Face-to-face communication, spoken communication electronically transmitted either on the telephone, video mail or voicemail, personally addressed written communication (personal messages), and impersonal written communication such as memos or letters, are the four levels of communication that exsit in business today. The evolutin of technology has created any forms of communication trends in the workplace today such as; email, instant messages, and text messages. The invention of the PDA has started a new trend in business today. The message results from these communication types could be anything from informative to persuasive. Sometimes information is urgent and may need to be communicated quickly. For instance a sales representative is out in the field and needs information that could be the deciding factor on making a sale or not. With today’s technology the information could be sent quickly through an email or a text. Business communication plays an extremely important role in my day-to-day work activities. I work for an extremely small business, the owner and I run everythig from the register to purchasing stock for the shop to taking out the trash. It is important for us to use the above mentioned communication types to make sure informtion gets where it needs to be a remembered. The owner and I run everything from the register to purchasing stock for...
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...Cierra Kidd Adv. Comp/ 3rd Hr Ms. Huter 30 November 2011 Strengths and Weaknesses Writing is the dominant foundation upon which most communication is based. Efficient writing is used to convey distinct information or ideas. Great care is essential to ensure that a message is interpreted correctly by the intended audience. Timing, grammar, vocabulary, and other writing skills are vital techniques to master. Planning for college and a career demands consideration of these skills. Advanced composition will assist in reaching my goals of utilizing current strengths, overcoming specific weaknesses, and preparing for a college career. Writers often develop personal strengths. Personally, it is easy to be creative, persuasive, informative, and precise. Creative writing is used to express the writer’s thoughts, feelings, and emotions. Persuasive writing may be expressed by convincing readers of the writer’s viewpoint. Informative writings are used to familiarize the reader with the topic at hand. Various people often face the challenge of remaining focused when writing. Generally it is easy for me to stay focused and proceed with the correct topic. Writers often cultivate weaknesses when writing. Individually, it is difficult to grasp the concept of proper punctuation, extended vocabulary, unwanted repetitiveness, and accurate grammar. Proper punctuation is very important...
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...Audience Analysis Paper COM/285 December 5, 2011 Audience Analysis Paper Effective communication is key factor in all business settings. The time has come to present the quarterly sales information for an in-person meeting with a group of stakeholders. Also included in the meeting are managers, salespeople, and customers. To communicate effectively, we will present all information with the audience in mind. Characteristics of the Audience Identifying who the audience is proves to be very crucial in being able to communicate effectively to the audience. The first characteristic to consider would be educational and professional background, knowledge and experience levels. A gatekeeper has the power to stop a message instead of sending it on to other audiences. In this audience, the gatekeepers are the stakeholders and the mangers. Managers hold a position where they need to know more information on how sales will affect employees, customers, and profits, therefore, the information we present must fulfill this need. A gatekeeper also controls whether or not the message gets to the primary audience. The salespeople attending the meeting are the secondary audience. They are responsible for implanting ideas after the gatekeeper approves them. Salespeople are interested in hearing information that will help them to sale more product and give better customer service. The presentation will need to provide this information in order to be useful to the...
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...monthly meeting start time was 30 minutes later. How could the misunderstanding have been avoided? The Primary Point of Contact could of told me verbally right after checking the message or left me a note or e-mailed me the message. The role of the sender was supervisor and receiver was worker. What did I learn about the communication process from this activity? Communication can be sent in many different ways. What seemed to be the main causes of the misunderstandings? Not relaying the message to the individual who is attending the meeting. Another misunderstanding I experienced when communicating with someone else at work was a briefing date change. Who was the sender? Supervisor. Who was the receiver? Me. What was the message? Briefing date change. What channel was used to send the message? E-Mail. What was the misunderstanding that occurred? Did not have access to check work e-mail message. How could the misunderstanding have been avoided? Give supervisor an alternate e-mail The role of the sender was supervisor and receiver was worker. What did I learn about the communication process from this activity? Communication occurs at different levels. What seemed to be the main causes of the...
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...Contents lists available at ScienceDirect Public Relations Review Short communication Issues management and inoculation: Tylenol’s responsible dosing advertising Shari R. Veil ∗ , Michael L. Kent 1 Gaylord College of Journalism and Mass Communication, University of Oklahoma, 395 West Lindsey, Norman, OK 73019, United States a r t i c l e i n f o a b s t r a c t Issues management developed as a long-term process interested in the continued health and success of organizations. This essay presents a contemporary issues management case that uses inoculation and a priori solutions as issues management tactics. The case study involving Johnson & Johnson’s responsible dosing campaign demonstrates that organizations perceived to have a high standard of corporate social responsibility are not above using deceptive tactics to protect their brand. © 2008 Elsevier Inc. All rights reserved. Article history: Received 29 April 2008 Received in revised form 11 July 2008 Accepted 28 August 2008 Keywords: Issues management Corporate social responsibility Inoculation Crisis communication Public relations practitioners increasingly need to serve as ethical counselors to the dominant coalition (Health, 1994) and as the ethical conscience of the organization (Ryan & Martinson, 1983; Wright, 1996). Despite the role of issues management in guiding ethical decision making (Bowen, 2005), some communication campaigns have suspended organizational ethics to manipulate public perception...
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...TABLE OF CONTENTS PAGE 1. CLEAR COMMUNICATION 2-3 2. HOW TO CONFRONT WITHOUT CONFLICT 4-5 3. EDUCATION AND COMMUNICATION BUILD COMMITMENT 6-7 4. THE ART OF COMMUNICATING 8-9 5. PRESENTING TO A GROUP 10-12 6. CONVERSATION 13-14 7. MEETINGS ALWAYS TAKE TIME 15-17 8. MAKING YOUR CASE 18-20 9. LISTEN WHILE YOU WORK 21-22 10. CHANGE MANAGEMENT AND EMPLOYEE COMMUNICATION STRATEGIES 23-25 1 CLEAR COMMUNICATION By Keith Rosen If you can eliminate communication breakdowns between yourself and your clients, the result will be more sales with fewer headaches. Breakdowns occur because no one took the time to check if what was communicated was understood by the people engaged in the conversation. Here are four easy steps that will assist you in getting clear with your client's wants, needs and expectations. 1. Ask a Question. Assume you have no idea what the client really wants. The only way to uncover their needs is to first ask questions. Some useful information gathering questions are: “What results are you looking to achieve? What is most important to you? Why? If you could eliminate three of your biggest problems or headaches, what would they be? What factors do you consider when choosing a vender?” 2. Process the Information. Listen carefully to their response. Never interrupt a client. I know it’s hard to stay quiet, but just remember...
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...Assessment 2: Management and Organizational Structure issues Strayer University Situation To gain perspective of operating efficiencies within the Spectrum Brands organization, an examination of differing structures will be written. This paper will offer perspectives of the matrix and multidivisional structures, possible communication problems and ways to overcome them. A recommendation of effective centralization of organizations will be offered. Action 1. When David Jones joined Rayovac batteries were the main product line. For the company to utilize a matrix structure would prove effective in times of growth by branching out into other product lines. This requires existing management and employees having different backgrounds and focusing on different aspects of a project. Assuming Spectrum Brands intends to create a new vacuum cleaner, a team would be formed with each person being from different departments, and possibly specializations. This would exist as a person from design and engineering and another from marketing working to create the vacuum. The organization would exist as a team with the individuals still having to report to their functional management, but also reporting to project managers working on associated aspects of the vacuum cleaner product development. As the vacuum cleaner product develops, certain individuals would become more involved while others might drop out of the team completely. Action 2. The use of multidivisional structure...
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...RESEARCH AND WRITING: Overcoming Barriers to Effective Communication Your name Instructor’s name Course name Date of submission Overcoming Barriers to Effective Communication Introduction Communication is the process of disseminating information or a message from one individual to another through some medium. Communication is achieved when there is an interchange of opinions, thoughts, and information by writing, speech and writing. Communication as a process can be defined as a sign-mediated interface between at least two persons who share a repertoire of semiotic and sign rules. Note that communication is a two-way process, where progressive and exchange of feelings, thoughts or ideas are directed towards a mutually accepted goal (information). At one point during communication, the sender becomes a receiver, whereas the receiver becomes the sender, note that this is achieved through feedback. Nevertheless, communication is a procedure whereby ideas are enclosed in a package and thereafter channeled by the source (sender) via some medium to its destination (receiver). The receiver will then decode the received message and give the sender some form of feedback. There are different forms of communication, which require a sender, the message, and a recipient. However, communication can occur even if the receiver is not aware of the sender’s intent to communicate. Just like other entities in life, communication faces various barriers during its dissemination. ...
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...Assignment 1.1: Communication Process Model Directions: Think of a misunderstanding you experienced when communicating with someone else at work, home, or school. Then fill in the blanks of the chart below. Who was the sender? Who was the receiver? What was the message? What channel was used to send the message? What was the misunderstanding that occurred? How could the misunderstanding have been avoided? 1. What did you learn about the communication process from this activity? 2. What seemed to be the main causes of the misunderstandings? 3. What tips can you suggest for preventing misunderstandings in communication? 1st Scenario Sender: Principal Receiver: School Aide Message: Post January attendance sheet on the bulletin board in morning. Channel: E-mail Misunderstanding: Sending the e-mail it was not clear to which bulletin to post January’s attendance sheet. School aide posts the attendance sheet in the lunch bulletin board. How could the misunderstanding have been avoided? In the e-mail the Principal should have been direct to which bulletin board to posting the attendance sheet. The bulletin board could have been flagged or have a sign “coming soon” attendance the day before. A quick call or another e-mail to be sure January’s attendance was posted. 1. What did I learn about the communication process from this activity? I learned writing an e-mail you have to be direct and clear and what specific area or detail you need the person...
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...Analyzing Messages Sarah Jimenez COMM/470 August 15, 2011 Lisa Kangas, Ph.D. Analyzing Messages According to Rogers, P. S., & Hildebrandt, H. W. (1993), “Management, and much human contact, turns on communication. Writing and speaking are vehicles for getting work done. Talk prompts action, and action prompts talk (p. 1). There are many organizations that use communication methods for employee correspondence. These methods can include verbal communication which include face-to-face conversations and also written communication which include email, faxes, memos and letters. There are factors that influence the effectiveness of communication. When a message is sent the sender is the one who determines the content of the message. The person who receives it is the person who decodes the message. When a message is delivered it contains the information the sender is trying to convey to the individual on the other end. Feedback will let the person who sent it know the person who received it understood the message. The environment setting can range all the way down to the organizational climate, which can help describe the relationship between superior, subordinates and peers. A miscommunication can occur when any of these factors disturb what the message is trying to portray. In the paper, three business-related messages will be analyzed and one will be discussed with valuable feedback. Fall Training Opportunities The purpose of the email was to inform financial...
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