Marketing : Marketing And Marketing Essay

Marketing : Marketing And Marketing Essay

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“IMC is the coordination of the promotional mix elements (advertising, public relations, sales promotion, personal selling, direct marketing, and online marketing/social media) with each other and with the other elements of the brands’ marketing mix (product, place, price) such that all elements speak with one voice.”(pg. 12). The objective of marketing is to produce bottom-line results by increasing sales and high investment returns. Long-terms goals for marketing campaigns are to increase value of a brand over time. Sales promotions are short terms goals that persuade consumers toward a particular brand. Increase awareness of the brand. Change the attitude about the product, company or services offered. Influence or motivate consumers to buy through persuasive advertising. Offer trial samples for consumers to try before buying. Brand switching-persuade to buy product instead of competitor’s brand. Make advertisement stand out so that potential consumers are familiar and will remember that particular brand over the competitor. “Increased brand awareness is not only one of the most common marketing communication objectives, it is also typically the first for a new company.” (pg.1 Kokemuller).
Building relationships is important in marketing. Concept of IMC is not new. “The point of IMC is to make sure that every piece of marketing is paid attention to. If every piece is in harmony, the overall result is much more powerful and the audience will be able to hear what your brand is trying to say.” (pg. 2 Eliason). Social media is a great way to advertise; however, many companies are advertising on too many social media sites. Some sites may have a massive audience while other sites may have less followers which causes the site to...


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...e used on different media sites or can transition to suit other publicized advertisements. Integrate marketing into as many outlets as possible by providing phrases, key words, or links to the brand website. Marketing teams need to be coordinated in order to be able to manage the campaign successfully and to ensure that the brand remains consistent in all advertisements. Be able to effectively follow the campaign to see how well it is progressing, keep track of the coupons used and feedback from retailers. “Today, marketers have more choices than ever regarding how and where to promote or advertise products and services. In addition to traditional methods, such as print advertising and direct marketing, you have email marketing, Web-based advertising and multiple social media sites, such as Facebook, Twitter and YouTube, as well as mobile marketing.” (pg 1 Schiff).

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