...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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...strides in the form of the Internet many wannabe entrepreneurs took the plunge. They realized that if they had a good idea, it would not be long before it could be brought to market. They did not have the budgets for above the line advertising. They had to resort to guerilla marketing techniques to get the message across to the target audience. They had to try out various tactics to get word-of-mouth promotion going. Viral marketing came into being. When all this was happening, marketers decided to draw a line between different advertising mediums. One part was called “above the line” while the other was called “below the line.” In organizational business and marketing communications, Below the Line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. In addition, Above the Line is much more effective, when the target...
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...Advertisements Are Harmful to Society. Do You Agree? Nowadays, advertisements play a very important role in our society. It is everywhere wherever you go like on the street, Radio, TV…. Sometime it can be helpful, however, most of them are harmful to the people. In this essay, I will analyze some of the problems of advertisement. Problem one: distraction from important information. One reason that TV advertisements are bad for your brain is that their subject matter is almost always trivial and unimportant. On rare occasions, and add might actually contain useful information, but generally it is merely a distraction. Advertising is bad if it makes you focus on something trivial when you could be focusing on something important. The cynical advertising companies that turnout low end advertising are aware of the problem, and do everything in their power to make trivial things seem important to viewers. It should be comical when we see actors in a TV commercial acting like it matters what kind of toothpaste someone uses, but at some level your mind accepts such impossibilities as legitimate when they're presented frequently. At a minimum, such banal advertising consumes our conscious minds focus when it could be focusing on something that matters. Problem two: appeal to your mind's basest motives. Cynical advertising companies use sexually provocative ads to sell everything from lingerie to hamburgers. These ads are bad for your brain because they appeal to your minds least worthy...
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...Attempt Score 60 out of 60 points Time Elapsed 18 minutes out of 1 hour. Instructions This quiz consist of 15 multiple choice questions and covers the material in Chapter 13. Be sure you are in Chapter 13 when you take the quiz. Question 1 4 out of 4 points Correct Face-to-face, person-to-audience, over the telephone or through e-mail are examples of what type of communication channel? Answer Selected Answer: Personal. Correct Answer: Personal. Question 2 4 out of 4 points Correct Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor is the definition of: Answer Selected Answer: advertising. Correct Answer: advertising. Question 3 4 out of 4 points Correct Samples, coupons and display ads are examples of which type of communication channel? Answer Selected Answer: Promotions. Correct Answer: Promotions. Question 4 4 out of 4 points Correct Creative and unexpected ads located in such diverse settings as sports arenas, parking meters and shopping carts in hopes of grabbing consumers’ attention is a strategy called: Answer Selected Answer: place advertising. Correct Answer: place advertising. Question 5 4 out of 4 points Correct Hearing...
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...Kroger Mobile Application Kroger grocery began over 130 years ago in 1883 in Cincinnati by a man named Barney Kroger. He built his business on the motto: “Be particular. Never sell anything you would not want yourself” (“History of Kroger”, 2014). Kroger has delivered a wide variety of items for its customers since day one. These items include baked goods, a pharmacy, deli, home décor and an assortment of other goods. In the recent years Kroger has launched a mobile application for its customers. The launch has enabled Kroger to provide an even more personalized approach to shopping in its stores. Mobile Application Features As of 2012, 87 percent of the world’s population was using mobile phones (Turban, Volonino, & Wood, 2012, p. 195). Every year that number greatly increases. Therefore, it is obvious why Kroger made the decision to capitalize on the mobile opportunity. The company’s CEO, David Dillon, had reported that since the birth of the Kroger app three years ago, it had been downloaded more than two million times (Monk, 2013). The company integrated the store customer loyalty program into the application; along with making the switch to digital coupons. Every week, as new manufacturer coupons are released in the paper or online, the Kroger mobile app is updated as well. There is no need for the customers to clip coupons in the newspaper anymore. The consumer can open his or her mobile app and locate the coupon by category or name. Once the coupon is selected, it...
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...4. How does TV advertising campaign initiated by IKEA overcome the entry barrier of high advertising expenditures? When IKEA first entered into the North America, moose symbol was welcomed by Canadian, it is still too provincial and against the life image in the United States. On the other hand, the disadvantage of IKEA store location that is relatively far away from the center of city made IKEA less spotted by customers either. To adjust and make IKEA be more aware, IKEA decided to collaborate with Deutsch Inc., who launched a clean symbol with the traditional Sweden flag color yellow and blue and a strong slogan: “It’s a big country. Someone’s got to furnish it” which follows IKEA’s humorous. Later on, a serial of eight TV advertising was developed by Deutsch and IKEA highlighted the different categories of the customers who are mostly likely to be the potential customers. They were keen to capture the transitional stages in people’s life and they even appealed interests to gay couple life style while TV advertising normally would avoid bringing homosexual topics publicly in 1994. This adventurous step was considered as a breakthrough by some gay leaders and also made IKEA quite distinctive than the other domestic competitors. These eight TV advertisings successfully found the new ways to communicate with audiences and affected their perceptions that IKEA care about the different ages, genders and areas of customers’ needs, desires, satisfactions and preferences. This...
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...tests Dove’s viral movie ‘Evolution’ and confirms that measuring indirect exposure as well consumer actions undertaken after ad exposure provides advertisers with new and useful insights. 3 Introduction The consumer 2.0 the cocktail party goes digital Today’s empowered 2.0 consumer is very well informed, strongly connected with peers (and millions of surfers in general), has the ability to unify with them & share ideas but also has the tools to create proper content beyond control of marketers. This consumer is more sceptical, questions many things and uses intelligent ways to see through the facade of marketing actions (Jaffe, 2005). With the rise of this “new” consumer a recent trend in marketing called “word of mouse” (WoMo) has emerged. Verhaeghe et al. (2007) defined word of mouse as “the act of a consumer receiving, creating and/or distributing marketing-relevant content through online channels (both textual and audio-visual)”. WoMo is part of “buzz” defined as the act of consumers providing...
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...An advertising strategy would be bbasically the formulation of a message that communicates to the market the benefits or problem solution characteristics of the product or service. The supplier is trying to convey through their advertising and state in their strategy is what their store offers to meet the consumer's need; how the product has more beneficial characteristics than the competition's; and what the beneficial characteristics are. The first step in formulating an advertising strategy is to determine the product or service one have to offer to the marketplace and the objective of the supplier. The aim of the advertisement has to be stated an advertisement has three goals mainly. First of all an advertisement is created to inform the consumers about a company and its products or services. Once the customers have been informed the next aim is to attract customers to stimulate sale. A customer comes to know about you, buy your product or service. Now it is obvious that you want that customer to get back to you. For achieving this purpose you need to remind them over and again about the value they have got with your product or service and this is the third aim of an ad. The product or service has to be defined, and target markets are also identified. The next step in advertising is taking the strategy developed and developing a budget for it. The advertising Medium also has to be chosen. There are a number of mediums through which one can transmit their message to the customers...
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...Direct marketing From Wikipedia, the free encyclopedia For distribution and retail sales of comic books, see direct market. | This article needs attention from an expert on the subject. Please add a reason or a talk parameter to this template to explain the issue with the article. Consider associating this request with a WikiProject. (February 2011) | Marketing | Key concepts | Product marketing Pricing DistributionService Retail Brand managementAccount-based marketing EthicsEffectiveness Research SegmentationStrategy Activation ManagementDominance Marketing operations | Promotional contents | Advertising Branding Underwriting spotDirect marketing Personal salesProduct placement PublicitySales promotion Sex in advertisingLoyalty marketing Mobile marketingPremiums Prizes | Promotional media | Printing Publication BroadcastingOut-of-home advertising InternetPoint of sale Merchandise Digital marketing In-game advertising Product demonstration Word-of-mouth Brand ambassadorDrip marketing Visual merchandising | v t e | | Wikibooks has a book on the topic ofMarketing | Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data...
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...Petrie's Electronics Case, Chapter 5, Questions 1, 3, and 5. 1. What do you think are the sources of the information Jim and his team collected? How do you think they collected all of that information? Jim collected informations by having interviews inside the company with stakeholders. He also worked with the marketing department to get some information from loyal customers. Jim and his team gathered some information about the current system. 3. If you were looking for alternative approaches for Petrie’s customer loyalty program, where would you look for information? Where would you start? How would you know when you were done? An alternative approach could be researching many different sources. If it were me I would do my research through the internet and compare what I find to the current system used by the customers. I guess the obvious reason to know when you are done is because you can’t find or come up with any new information about the loyalty systems. 5. Why shouldn’t Petrie’s staff build their own unique system in-house? I think it would cost much more and will be much more time consuming. The better thing to do is use an outsource instead of building in-house, that way they are saving money and getting what they want a lot faster. Petrie's Electronics Case, Chapter 6, Questions 1 and 5 1. Are the DFDs in PE Figures 6-1 and 6-2 balanced? Show that they are, or are not. If they are not balanced, how can they be fixed? It looks like they are balanced...
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...Assignment 4: Integrated Marketing Communications and Customer Satisfaction Integrated Marketing Communications and Customer Satisfaction Lasting Impressions Wedding and Events is a full service wedding and event planning company. The company provides full services for weddings, all types of parties and celebrations, and corporate events. The company’s marketing goal is to be known for the quality of the services that is provided at a reasonable cost to the client. The company wants to portray elegance, luxury, and high quality to its clients and to others in order to gain more from its target audience. The company wants to appeal to future clients through ad campaigns focusing on our image and quality through informative advertising. Informative advertising is used to provide the consumer with the information needed about our services, while also displaying images from different weddings and events that will appeal to the target market. (Borkar, 2012) The company will give the consumer a functional reason to use our services and appeal cognitively to their minds, with a one-sided argument about the benefits of using our services. (Iacobucci, 2012) The goal is that a soon to be bride will see our advertisement and will see everything that she wants to do with her wedding and come to us for her wedding, or for an executive to see the benefits of using us for their company’s next corporate event. The company will use print advertisements in bridal magazines and business magazines...
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...selecting this demographic, Hasbro further segmented it by targeting boys in between 8 to 12 years of age. This age group has a strong dependence on opinion leaders, is widely influenced by others and place an importance on brand names and trends. While it was estimated that this group spends $14 billion per year, there is still a significant portion of that money that comes from “toy givers” - which typically respond better to traditional marketing efforts; TV commercials Radio Ads Print Ads Catalogs Direct Mail Promotional tools (price packs, prizes, tie-in promotions) The actual target market of tweens will respond better to viral marketing efforts; WOM (Word of Mouth) BUZZ marketing ''key influencers'' Exclusivity/Popularity/Social influence Negotiate product placement in store and weekly advertisement through; Discount off-list price Display or advertising allowance Free product with large order (12 free games with every 500 purchased) The risk companies take with viral marketing is that consumers do not share their experience or the experience is negative. Both instances result in a failure to create “buzz” and will cause sales to remain flat or decline. If Hasbro utilizes a hybrid approach, they will have an opportunity to generate sales through the traditional tactics if the non-traditional campaign is not successful. Next Steps Manufacturers must focus more on creating high-value, multimedia strategies...
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...market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy. Youtube was also in the game, this happened because nearly 200 personalized video responses to the questions were created and posted on YouTube, including those to Ashton Kutcher, Alyssa Milano and ABC anchor George Stephanopoulos, creating new benchmarks for consumer engagement. Old Spice has been singled out as the best practical example of social media marketing. Their campaign taps into the consumer insight that the women are more likely to believe men should spend time and money investing in their appearance, and social media was used to engage consumers in an interactive dialogue with the brand. MARKETING OBJECTIVES...
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...For more than a decade, with the explosion of modern technology, consumers have been approached and overwhelmed with multimedia advertising types and creative elements. This has brought not only a big concern about the effectiveness of traditional TV commercials but also many arguments over the time of TV commercials among many advertisers and marketers around the world. To address this matter, Jeri Smith, president and CEO of advertising research firm Communicus, has recently published an editorial called “Screen Time” in the Marketing Insights. In her piece of writing, she strongly supports the role of traditional TV commercials within an overall integrated advertising campaign which targets mass audiences and clearly points out that TV commercials just need to evolve. In order to convince her target audiences, advertisers and marketers, in her epideictic argument, Jeri analyzes and evaluates the power of TV commercials compared with non – traditional media types. She appeals her audiences by adopting logos with supporting facts and data, making her persuasion even more powerful. Jeri opens her analysis by giving us a thorough background of current marketplace and her key observation on the performance of the traditional TV commercials today: “Interestingly, the traditional TV commercial is still around today, with U.S. marketers spending nearly $80 billion per year on TV advertising.” (para 1). This fact-oriented leading observation followed by more in-depth supporting facts...
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...When a business is starting out or is in need of informing the public of a new product or service, advertising is the best way to achieve that goal. These announcements come in many forms and styles. When comparing the typical varieties of promotion mediums which are television, newspapers, and magazines, radio ads are much more affordable than many people realize. While broadcasting in radio, a company is able to reach its target audience at the lowest cost. Being that the most affordable form of advertising means of publicity is through the airwaves, it is frequently the preferred kind of mainstream marketing medium of many businesses new and old. Although radio is the cheapest and most direct form of placing bulletins, there is a process in which companies must follow in order to successfully reach their target audience. Once a company has decided to use radio as the medium of choice for their advertisements, the company needs to first decide who their target audience is going to be by looking into factors such as gender, age, where they live, interests, hobbies and even personality traits. It may come to sound a bit stereotypical but many business owners instinctively know what type of music their target audience listens to. If a company is trying to market a new type of energy drink, they should invest their time in advertising on radio stations that would play rock or hip-hop music, rather than a station that plays classical music. As soon as an establishment has identified...
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