Ang (2014) states that In an IMC program campaigns are defined as research, audience focused communication planning process that aims to get across a brand communication program over time so that there is clarity in the minds of consumers with the consistency and the positioning of that brand. All this is done by show casing creative content across different media with each complimenting each other. Objectives are goals, and everything that needs to be accomplished while reaching all milestones set. IMC objectives are usually things such as changing perceptions, reinforcing/changing image, changing beliefs, bringing awareness and comparing the brand in contrast to competitors whilst increasing action to purchase or change behaviours Ang (2014).The objectives to be implemented aim will be to create liking, understanding and reception of the brand the IMC campaign is for and for others to influence each other with increased brand associations which will increase the probability of purchase. Ang (2014). “The ultimate goal in most campaigns is to stimulate purchase, in advertising to build brands and to provide product differentiation and awareness”. Ang (2014). It seems, therefore that the main objectives’ of the IMC campaign is by bringing awareness to change the view of the brand in the consumers’ minds and stimulate purchase. Contrastingly when using twitter and scoop it ,the main aim for people to join would be to interact with friends , post their feelings towards certain brands what they like and dislike and to interact. This could be with celebrities, companies and also with others that have the same interests/concerns and they can also read up on articles and blog about their findings and thoughts using scoop it. This is wher... ... middle of paper ... ...us marketers can also use social media platforms such as twitter to communicate directly the target market. By running promotions and even offering help to the consumers directly these things can persuade the consumers to try out the product offerings, create positive experiences, and feelings towards the brand making consumers feel important because of the direct communication that social media provides. To the contrary there can be also negative responses and communication where negative articles from scoop it and other social media are shared and abuse is taken on Twitter by the companies and creates negative press and conversations. All in all this direct communications of the messages and on social media can influence the buyer behaviour in-turn leading to making the consumers decision making easier when it comes to the associations that occur with the brand.
In todays marketing world there are several types of traditional and non-traditional promotion mix tools to better accomplish your marketing objectives. DJ Jekyll & Mz Hyde, after careful consideration and review have implemented an integrated marketing communications strategy (IMC) to ensure the best possible return on investment (ROI).
Appendix 2 shows the benefits of the promotional mix tools used. Integrated marketing communication is a concept of marketing communication from each promotional mix that combines and evaluates the planned role of different communication (Naeem, Bilal &Naz, 2013, p.g. 125). The. There are factors that affect the marketing mix and there are nature of product(product characteristics such as the costs and risks and the social risk), stage in product life cycle and target market, type of buying decision, promotion funds and the push or pull strategy. Appendix 3 shows the push and pull strategy.
Over the years Target has retailed a large variety of products but has differentiated itself by marketing itself as “cheap chic”. This communications strategy targeted an up-market cachet with quality merchandise at affordable prices. They bring new trends to shelves faster than other discount retailers and integrated “fast fashion” to result in more frequent shopper visits. Advertising campaigns such as “Expect More, Pay Less” work to communicate their target audience of younger, more affluent, and educated market. They have appealed to their markets “category need, brand awareness, brand attitude, and brand purchase intention” with its IMC strategies [482]. Walmart has conveyed a brand as a discount superstore, which consumers perceive
An integrated marketing campaign is a marketing tool which is delivers the information products or services to each customer at the right time with the highest value and profitability to the customer.
A vast number of studies have made attempts to define the term Integrated Marketing Communications. One of the most succinct and widely accepted definitions of the IMC concept is that defined by the American Association of Advertising agencies. That is, "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency a...
The development of digital technology, emphasis on branding and spreading of markets across the traditional geographical borders were the major drivers of IMC in the 1980’s (Schultz & Schultz; 2003:9). Traditional communication was one way of communication, but it was IMC which made the company move from “telling and selling” to “listening and learning” (Duncan; 2002; p15). Thus, more organisations were considering IMC to be a key competitive advantage of marketing (Kitchen and Schultz, 2001; Weilbacher, 2001). IMC was designed to incorporate all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing.
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
It is one role of social media in customer engagement. For example, post the products with quotes and funny sentence that it makes the customer laugh and they will look forward to a new post. Another example is some companies using twitter to talk with the customer, as Cap’n Crunch was quick to respond, drawing even more followers to a potentially negative attack and launching a fleet of “re-tweets” which means repost a sentence, favorites and new follower. It emerges that the products become known. To truly engage customers with social media, the conversation needs to be about and include
Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al. (1999) and Holm (2006) point out that IMC is one of a successful strategy that coordinates and integrates multiple marketing communication tools to efficiently and economically influence between a company and its existing and potential customers. Thus, IMC is perceived as a useful concept. It offers companies a competitive edge in attracting customers a...
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.
The goal of the project defines the appeal of the marketing campaign to the customer. A vaguely designed goal will lead to an ambiguous campaign.
Today 's generation is all about social media. It is the new way to have instant connection to thousands all over the world. Today 's company are now doing less traditional television, radio, and print advertisement and more promotion via Twitter, Facebook and/or Instagram. Companies are invested in getting famous people to post pictures or tweet about their products, knowing that, one person can connect with millions with just one post. Over half of the world has access to social media, making them great consumers. Social media benefit marketing by giving the companies the opportunity to learn their audience/consumers, having access to instant feedback and bring awareness to here 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.
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...