The Miami Herald IMC Plan
1. The IMC Mission 1
2. The IMC Objectives 1
3. The Situation Analysis 2
4. Budget 3
THE PRODUCT
1. Seasonality 5
2. Purchase Cycle 6
TARGET MARKET 6
ADVERTISING
1. Objectives 7
2. Strategy 7
SALES PROMOTIONS
1. Product 12
2. Pricing 12
3. Distribution 12
PERSONAL SELLING
1. Objectives 13
2. Selling strategy 13
PUBLIC RELATIONS
1. Objectives 15
2. Strategies 15
FRINGE MARKETING
1. Objectives 18
2. Strategies 18
PERFORMANCE EVALUATION PLAN 20
APPENDICES
THE IMC PLAN
1. The IMC Mission
To position the Miami Herald as a competitive alternative for readers in Broward, South Palm and Monroe counties. The object is to attract existing readers and consumers of other media products in these areas and to solidify the base of current Miami Herald readers and compete effectively with other publications and media outlets. We want to attract advertisers, from areas other than Miami-Dade. Customer awareness and interest must be built to levels that lead to product trial. Establish the Herald as being an alternate paper to loyal readers of other publications.
2. The IMC Objectives
a. Increase market share in Broward and South Palm Beach counties by 5%.
b. Consolidate and increase share in Miami-Dade and Monroe counties by
2%.
c. Establish the Herald as being the best source of news for all four counties with a result of 30% increase in total sales.
d. Increase The Miami Herald subscription base by 10%.
e. Increase advertising revenue in areas other than Miami-Dade by 40%.
f. Expand distribution to Monroe and Palm Beach Counties by 60%.
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· Every county will have its own edition with its own newspaper format. The line Broward edition, South Palm Beach edition and Broward edition will appear below the name of the newspaper "The Herald".
PERFORMANCE EVALUATION PLAN
We will evaluate results on the basis of the following changes in The Herald produced as a result of out campaign:
· Increase in circulation in South Palm Beach and Broward Counties.
· Increase in subscriptions in South Palm Beach and Broward Counties.
· Increase in advertising revenues in Miami-Dade, South Palm Beach and Broward Counties.
· Awareness and positive image developed in South Palm Beach and Broward Counties over competitors. This information will be collected by sending surveys to subscribers in those areas.
· Number of times The Herald appears in the media as related to the events carried out.
...ek we had the sawmill story, story on the new National Historic Park in Misky Bay, demonstration over foreign high electric rates, the shrimp processor?s strike ? good, solid local stories ? and we had to camp ?em in very hard. No pix. I mean, it would be different if it was real ads.? (Proulx, 292) This confirms Quoyle is beginning to get stronger within as an adult. The Gammy Bird newspaper always had violence in it such as the car wrecks, sexual assaults, thefts etc. There would never be any good news in their newspaper and that is what Quoyle wanted and he said how he felt towards the situation and that was a big step for him because he usually lets others make their guidelines for him. Now the newspaper can have good news in it such as a Lifestyle section for people to enjoy reading and it was all because of Quoyle putting his mind, effort and courage into it.
As my conclusion of understanding this journey through the history journalism by Kuyperts is that one thing history of newspapers tells us while the structure of the news may change, or the market for the news continues and a formation of highly intelligent journalist will strive to insists that the community receives the type of news that they want to read about.
which for years has enjoyed the reputation as one of the best newspapers in the United
An advertisement is a form of public writing in which the author uses writing strategies as a way to catch the attention of a reader and to persuade that reader to purchase what he or she is promoting. In order to create an effective advertisement, the author relies on the product’s credibility, uses reasons to convince the reader to buy what he/she is promoting, and attempts to appeal to the reader based on emotion. A way in which this can be achieved is through using three components of writing known as ethos, pathos and logos. As an example to illustrate how these strategies can be used as an effective method of persuasion, I have chosen to analyze an advertisement produced by a travel agency. In the ad, the author’s attempt is to use logos and pathos as his primary means of persuasion but touches on all three components of writing as a method of luring the reader into choosing Texas as the primary choice for a vacation destination. The author’s intent is to rely on this location to represent the travel agency as a source for planning the vacation.
Harrison-Keyes has various opportunities to explore from revamping their marketing campaign and covering different markets they may have missed. Something is going awry, whether because of the weak campaign or lack of buy-in from employees and customers. Harrison-Keyes leadership team needs to focus and get a buy-in for why this implementation is important to the publishing industry, especially if the company wants to continue to thrive with advanced technology.
398).It is also stated that news divisions reduced their costs, and raised the entertainment factor of the broadcasts put on air. (p. 400). Secondly, the media determines its sources for stories by putting the best journalists on the case and assign them to areas where news worthy stories just emanates. (p.400). Third, the media decides how to present the news by taking the most controversial or relevant events and compressing them into 30 second sound-bites. (p.402). finally, the authors also explain how the media affects the general public. The authors’ state “The effect of one news story on public opinion may be trivial but the cumulative effect of dozens of news stories may be important. This shows a direct correlation between public opinions and what the media may find “relevant”. (Edwards, Wattenberg, Lineberry, 2015, p.
...these changes mean that the newspaper will be replanned and reproduced. Production journalists will publish stories according to peak viewing times on the web rather than old print deadlines. Consequently, the changes in the newspaper’s production will necessitate changing working practices, which is an inevitable step. Production journalists will be more digitally focused now.
Pearce, Lynn M. "SIC 2711Newspapers: Publishing, or Publishing and Printing." Encyclopedia of American Industries. 6th ed. Detroit, MI: Thomson/Gale, 2005. Print.
As stated earlier, newspapers often condense the problem or issue at hand, leaving a foggy resonation for viewers to pon...
Myers, Pamela E. Oliver & Daniel J. 1999. How Events Enterthe Public Sphere: Conflict, Location, and Sponsorship in Local Newspaper Coverage of Public Event. Illinois : The Universityu of Chicago, 1999.
Comparing two newspaper articles, one from a tabloid and one from a broadsheet will convey the different techniques that tabloids and broadsheets use to present stories. Media in general, aim to inform and interest the audience which consist of many different types. Diverse emotions and ideas are created by the media; foremost tabloids. Tabloids are papers like ‘The Sun’, ‘The Mirror’, ‘The Daily Mail’, ‘The Express’ and ‘The Star’. In contrast to these are broadsheets like ‘The Times’, ‘The Guardian’ and ‘The Daily Telegraph’. Broadsheets are often known as the ‘quality press’ being more informing and formal in the manner they convey information and news stories.
Lately, the demand for newspapers and the amount of people whom get their information from newspapers has lessened greatly. As a matter of fact, in a report by the
With the growing trend of “click bait” headlines designed to lure readers in came an increasing demand for thrilling, emotional, or trendy content to be featured in every news story1. Because of this, there is consistent incentive for networks to feature these types of stories attract sizeable audiences, leaving some news left unreported and disregarded. Maintaining and increasing profit will always be the primary goal for any corporation, and if news media continues its consolidation trend, then only revenue-producing headlines and stories will be delivered to the public. News media should be focused on supplying truthful information to the public from a variety of perspectives, regardless of the financial
Millions of people use various online news organizations as their primary sources for local, national and world news. Most newspapers have an online version which is much more convenient to consumers than the print version. News on the Internet can be updated immediately as events unfold, whereas printed papers are already out of date before they are even delivered by the paperboy. Sometimes the newspaper is only good for lining the cage of a parakeet by the time it is de...
Kerin, Rogers A., Hartley, Steven H., Rudelius, William. Marketing MKTG 305 California State University-San Bernardino. McGraw-Hill Education, 2013. Print.