Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Concept of integrated marketing communication
Integrated service marketing communication
Integrated service marketing communication
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Concept of integrated marketing communication
Integrated Marketing Communications
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Integrated Marketing Communications (IMC) .The concept under which a company carefully integrates coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
IMC starts with the identification of consumer needs. IMC builds a strong brand identity in the market-place by tying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images, and identity are coordinated across all [marketing communications] venues. It means that your PR materials say the same thing as your direct-mail campaign, and your advertising has the same look and feel?as your Web site.?
(Kotler & Armstrong, Principles of Marketing, Prentice Hall, 10th Edition, Page 469)
GROWING REASONS OF IMC
There are many reasons why marketers are adopting the IMC approach
A fundamental reason is that they understand the value of strategically integrating the various communication functions rather than having them operates autonomously. By coordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy among various promotional tools, and develop more efficient and effective marketing communications programs. Advocates of IMC argue that it is one of the easiest ways for a company to maximize the return on its investment in marketing and promotion.
The move to IMC also reflects an adaptation by marketers to a changing environment, particularly with respect to customers, technology, and media. Major changes have occurred among consumers with respect to demographics, lifestyles, media use, and buy...
... middle of paper ...
...ttp://www.digi.com.my/promotions/mmc/sunday.jsp Accessed on 10 Feb 2006
http://www.celcom.com.my/cep/productservices/consumer/contents/postpaid/minutes/FAQs.html , Accessed on 10 Feb 2006
http://www.maxis.com.my, http://www.celcom.com.my ,http://www.digi.com.my, Accessed on 10 Feb 2006
http://www.maxis.com.my/personal/worldcup/worldcup2006.htm, Accessed on 10 Feb 2006
http://www.maxis.com.my/personal/about_us/scholarship/aboutscholarship.asp, Accessed on 10 Feb 2006
http://www.celcom.com.my/cep/pressreleases/corporate/contents/latest_news/press_releases/archives/2003/20030121.html, Accessed on 10 Feb 2006
http://www.celcom.com.my/cep/pressreleases/corporate/contents/latest_news/press_releases/archives/2005/20050309.html, Accessed on 10 Feb 2006
http://www.celcom.com.my/cep/productservices/consumer/contents/Broadcastsvs/major_events.html, Accessed on 10 Feb 2006
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
I AM Marketing Network is currently a self- sustained company that strives to become a multi governing enterprise that oversees several business entities connected. In the near future the company will have three main heads that govern the direction of the business. These three main heads consist of CEO, CFO, and Creative Chairman. The CEO function consist of an acting officer of the enterprise that makes final decisions on the directions of the company and business partnerships created after consultation with fellow cabinet members. The CFO oversees the financial affairs and acts as an administrator of account budgets and staff structure of the company.
The five cars that were chosen included the following: A Ford pickup truck, a Buick sedan, a Toyota minivan, a Porsche 9-11 Turbo, and a Mercedes Benz C-Class. The individuals' personalities varied by gender, age, manner of dress, and other distinctiveness. They consisted of a twenty-one year old, white female; a thirty-four year old black male; and a fifty-two year old Hispanic male. These three individuals, ranging from various demographics were asked to match each of the five people in the personality groups with one of the five cars that described his/her personality most accurately. After analyzing the results of the individuals' answers, many strong consistencies were present in their responses.
Integrated marketing is the management of all organizational communications that builds positive relationships
IMC’s overarching mission is to relieve suffering, increase the quality of life, and save lives around the world. The IMC accomplishes this through by wa...
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
The goal for this IMC campaign is to create a new brand image in the minds of the college student. The brand image is going to be based around affordable
12. Raman, K., and Naik, P.A., (2005), Integrated Marketing Communications in Retailing, [online] Available at: http://ramanassoc.com/yahoo_site_admin/assets/docs/IMC_in_Retailing.26100503.pdf, Accessed on: 1st April 2014
MARKETING DEPARTMENT The aim of this department is to make sure that the business produces goods that consumers would want to buy and sell. Activities of marketing and sales department at Sainsbury's: Market Research: this type of research is a research that Sainsbury's would like to find if a product or a service is suitable for the consumers. This is because they can find out what kind of products or services the consumer's wants. Sainsbury's would also like to find out about if the product exists, if so, how would they manage to improve it. There are two types of research Sainsbury's could use 1) field research and 2) desk research.
Marketing is a very broad term, which encompasses all the activities that help businesses in identifying their customers and needs of their target market, utilising all the communication resources in order to target their target market, eventually persuading them to purchase the organisations products and services. It is much broader than the concept of selling, as selling just includes techniques of direct communication used to persuade the customers to buy the products and services of an organisation. In fact, sales are the integral part of marketing. Marketing also helps organisations to utilise all resources in an efficient way to gain customer satisfaction, which will eventually help in the growth of the company. While, on one hand, marketers tend to focus on the needs and preferences of the customers, they also need to keep a close eye on their competitors (Gillespie, 2010). Companies always look to beat down their competition with providing better products and/or services, or by providing less-expensive goods to the customers than their competitors, in order to achieve or maintain the leading position in the industry. The core focus of this paper is to identify and discuss the core aspects how managers could maintain the marketing activities of the organisation in the global context.
These social media platforms are part of the companies integrated marketing communications (IMC), because they advertise the company, the films they produce, contests, special events, and the organizations vision and mission. Another part of the IMC is the way they implement the marketing mix, through the studio theme parks.
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
The broad definition of marketing describes it as the combination of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants. In this case, Kumar intends to market Swift’s runner shoes to Bangladesh. For successful marketing of the product, Swift has to prepare a marketing plan which consists of various tools like the 4 P’s of marketing, target marketing, segmentation, positioning etc. The promotional mix is also formulated which consists of advertising, direct selling, sales promotion etc which helps in the promotion of the product.
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
VARGO, S. L. & LUSCH, R. F. 2004. Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68, 1-17.