...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, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy...
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...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, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels. Keywords Integrated marketing communications, Internet, United Kingdom, Online operations...
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...Running Head: IMC PLAN IMC Plan The Message Strategy Message strategy is a process of determining persuasive appeal that is most appropriate with the target audience. Key points those should be covered in the message strategy are as follow: Execution of IMC message: To execute the message, the message strategy plays an important role. Message should have unique promises to attract the prospect target audience (Anderson & Vincze, 2006). For an effective message execution, most appropriate media like online, broadcast and print media will be selected that will cover the target audience. These media channels have different tools like TV, radio, newspaper, internet etc. All these tools will be used in a critical manner to ensure the execution of right message at right time to right people in right manner. Purpose of IMC Message: The purpose of the message is to achieve IMC objectives. IMC message will be focused to increase customer base. It will persuade the target audience to purchase the products and services (Anderson & Vincze, 2006). Rationale appeal will be used to attain the objective of this message. This message will target the buying needs of the target audiences. Description of Target Audience: Effectiveness of IMC program is based on the target audience to whom message will be transmitted. IMC message will be focused on specific target customers like younger and children group (Anderson & Vincze, 2006). The message...
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...Ethical Challenges in Marketing Communication Ethics play an integral role in the development and sustenance of any personal or business relationship. Ethics determine the acceptable behaviors within a society and the overall behaviors of a business. Marketers must understand the impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. This paper will discuss various ethical challenges facing marketers today, identify internal and external factors on IMC, and formulate two ethical questions based upon the analysis. Ethics in Marketing The practice of ethics within an organization is an important but difficult concept to understand and practice. The reason ethics are difficult to manage is that the concept is so subjective (Duncan 2002, pp. 671). Ethical values differ between societies and individual relationships, therefore a company must decide on an ethical communication strategy and portray it as consistently as possible. Duncan (2002) describes three ethical considerations companies must understand when developing marketing communications and relationships with customers. Stereotyping Stereotyping plays a significant role in developing marketing strategies that are both effective and ethical. "The challenge for brands is to develop messages that strike a chord with targeted audiences without reinforcing negative stereotypes" (pp. 672). Companies must ensure that their marketing tactics...
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...1989, defining IMC as "an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. "[1] The 4A's definition of IMC recognizes the strategic roles of various communication disciplines (advertising, public relations, sales promotions, etc.) to provide clarity, consistency, and increased impact when combined within a comprehensive communications plan. Basically, it is the application of consistent brand messaging across both traditional and non-traditional marketing channels. The Journal of Integrated Marketing Communication from the Medill School of Journalism at Northwestern University refers to IMC as "a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer. "[2] IMC is used practically to allow one medium's weakness to be offset by another medium's strength, with elements synergized to support each other and create greater impact.[3] From the Perley Isaac Reed School of Journalism at West Virginia University The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” [4] A more contemporary definition states, "True IMC is the development...
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... 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. 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...
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...Running head: IMC IMC Agency Definition of an IMC agency: What is an IMC agency? Integrated Marketing Communication makes use of various methods for transferring information. All the ways are very well interconnected with each other. It helps to maintain a common essence in the message to be delivered. The core belief behind the interconnection of all the communicating methods is to magnify the impact of the message. Along with the increase in impact, it also helps in increasing the range of the target audience. All the techniques work better in consonance than when they perform alone. All those advertising agencies which blend all the promotional techniques together and make use for branding are termed as Integrated Marketing Agencies (Journal of Advertising research, 1997). These agencies provide creative marketing services which ensure that the marketing budget of the client is efficiently utilized. The IMC agencies provide services either in any specific marketing field or fully integrated strategic marketing service. The structure of these agencies depends on the range of skills and services which they provide to their clients. If the agency is large, the specialist employees are recruited and if the agency is small they employ generalists (Yeshin, 1998). Organizational structure of an IMC agency and their personnel IMC agencies coordinate all the marketing communication tools and sources available in the company into a flawless program which effectively utilizes...
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...Majalah MARKETING – IMC / NOVEMBER 2008 Belajar dari Amazon.Com Situs ini berhasil memanfaatkan teknologi internet untuk membangun customer datkaabase dan berkomunikasi secara efktif dengan para pelanggannya. Bagaimana kisahnya? Media komunikasi saat ini berkembang dengan pesat. Terkait dengan itu, Integrated Marketing Communications (IMC) menawarkan konsep dalam mengelola seluruh bentuk dan media komunikasi secara efektif. Para marketer dianjurkan memanfaatkan media-media komunikasi yang tersedia untuk menghubungkan perusahaan dengan pelanggannya seerat mungkin. Tentunya media yang digunakan haruslah dipilih supaya bisa menjadi media yang terbaik untuk dapat menjangkau pelanggannya. Semua komunikasi bekerja bersama-sama sebagai suatu kekuatan yang terintegrasi, dan tidak bekerja sendirisendiri. Pada akhirnya, IMC bertujuan mendapatkan tingkat Return on Investment (ROI) terbaik serta merek yang kuat dan bernilai tinggi. IMC fokus untuk mengendalikan semua bentuk komunikasi yang disebarkan perusahaan kepada publik agar semua informasi itu tidak bertabrakan satu dengan yang lainnya dan malah membuyarkan informasi utama yang ingin disampaikan perusahaan. Perusahaan yang andal dalam menggunakan IMC adalah perusahaan yang fokus untuk menyediakan informasi yang sesuai dengan kebutuhan pelanggannya—masing-masing pelanggan berbeda dan mereka semua bisa mendapatkan informasi yang relevan dengan kebutuhan mereka. Salah satu perusahaan yang piawai dalam menerapkan IMC adalah Amazon.com...
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...AN ANALYSIS OF IMC AUDIENCE CONTACT TOOLS By GL Morgan Topic: An Analysis of IMC Audience Contact Tools Marketing Communications Name of the tutor Institution Date (2130 words ) Tables of Contents I. Executive Summary…………………………………….……………………….1 II. Introduction…………………………………….………………………………..2 III. IMC Audience Contact Tool……………………….……………………………3 A. Broadcast media…………………………….……………………………3 B. Print Media………………………………….……………………………4 C. Public Relations And Publicity………………….……………………….4 D. Direct marketing…………………………………………………………5 E. Sales Promotion………………………………………………………….6 F. Sales Promotion………………………………………………………….6 G. Product placement…………………………………………….………….7 H. Sponsorship And Events………………………………….………………7 I. Word of mouth Advertising………………………………………………8 J. Point-of-purchase advertising……………………………………………8 K. Out of home media……………………………………………………….8 IV. Conclusion……………………………………………………………………….10 V. Reference………………………………………………………………………...11 I. Executive Summary When it comes to an organization's success, Communication plays one of the most essential and important roles. A firm or company can have the best or most ingenious services or products, but if their internal and external communications are wanting, then the demand for their product or services can spell doom for a company or...
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...This report outlines the requested Integrated Marketing Communications campaign (IMC) for the Procter & Gamble subsidiary Gillette, specifically for the most recent and advanced female razor: the Venus Embrace. The 2010 Winter Olympics held in Vancouver‐Whistler offer a unique opportunity to promote the Gillette Venus Embrace razor by capitalizing on the Olympic passion and enthusiasm. The female razor industry in Canada is valued at approximately $150,000,000 CDN, with the Venus brand currently controlling 28% of this market. The IMC plan is designed to increase the Venus brand market share by 3.13% to 31.13%. The target audience of the campaign is generation Y females; those aged 16 to 29 years old. There are approximately 2,881,457 Canadian females with our target audience. The IMC is specifically designed to target those with a high propensity for fashion and superior personal hygiene care. The report identifies key stakeholders, analyzes the Gillette company strengths, weaknesses, opportunities, and threats, and breaks down strategic decisions which lead to the communication and marketing objectives of the IMC plan. Additionally, a competitive analysis of the industry has been included. The Venus Embrace is positioned as a super premium razor, with five blades delivering the closest, smoothest shave a woman can get. The current Venus Goddess campaign is in its ninth year, and is in need of a revival, with specific consideration paid to the Olympic opportunity...
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...Summer Final Examinations, 2015 ADVT7508 Fundamentals of Advertising Venue Seat Number ________ Student Number |__|__|__|__|__|__|__|__| Family Name This exam paper must not be removed from the venue ____________________ _____________________ First Name _____________________ School of Business SAMPLE EXAMINATION Summer Semester SAMPLE Final Examinations, 2015 ADVT7508 Fundamentals of Advertising This paper is for St Lucia Campus students. Examination Duration: 120 minutes Reading Time: 10 minutes Exam Conditions: For Examiner Use Only Question Mark This is a Closed Book Examination - no materials permitted During reading time - write only on the rough paper provided This examination paper will be released to the Library Materials Permitted In The Exam Venue: (No electronic aids are permitted e.g. laptops, phones) none Materials To Be Supplied To Students: 1 x 14 Page Answer Booklet This is a Central Examination 1 x Multiple Choice Answer Sheet Rough Paper Instructions To Students: Additional exam materials...
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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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...INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993). The multiplication of media, demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid, 2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994). To date, academic research on IMC has been limited. The majority of empirical research...
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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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...Department of Business Administration School of Business and Economics MARK 34 ADVERTISING INTEGRATED MARKETING COMMUNICATIONS PLAN FORMAT Title Page: The following information should be included: Name of client and product Time period covered by campaign Course Number and Title Department/College/ University Name Professor's Name Name of your agency team Names of agency team members Date TABLE OF CONTENTS EXECUTIVE SUMMARY A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among the items to include are: • Campaign Title: Provides the title of the campaign developed by the team • Major target audiences • Time period of the plan • Campaign objectives • Campaign theme/slogan • Overall budget total • Budget breakdown (Pesos and percentages) by each major IMC element and each medium • Summary of media used (Media flowchart) • Evaluation program The Executive Summary may be arranged in any fashion, but it has to pack a wallop. Remember, the basic purpose of the Executive Summary is to inform top officials at the client organization exactly what you are proposing -- in one or two pages. Be precise. Be complete. Organizing the Executive Summary (as well as other sections of the promotion campaign plan) in a bullet-type format is one effective way to present your material. I. REVIEW OF THE MARKETING PLAN II. SITUATIONAL ANALYSIS • Industry/ Company review A...
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