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.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
...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.
Pride, W & Ferrell, O.C. 2000, Marketing Concepts and Strategies, Boston: Houghton Mifflin, p. 103.
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.
In this regard, it is notable that News Corp Australia and Fairfax titles are, on average, read each week by around ‘60 per cent and 36 per cent respectively of the newspaper reading public in Australia’ (McKnight 2012). Fairfax publishes some of the country’s most influential newspapers, including The Australian Financial Review, The Sydney Morning Herald (SMH) and The Age.
As stated earlier, newspapers often condense the problem or issue at hand, leaving a foggy resonation for viewers to pon...
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.
...Newspapers are not just information, but reliable, source worthy information. They have allowed us to speak our minds opening over the years, and without showing interest to keep our newspapers alive, we will soon lose them altogether.
The newspaper industry presaged its decline after the introduction of the television and televised broadcasting in the 1950s and then after the emergence of the internet to the public in the 1990s and the 21st century with its myriad of media choices for people. Since then the readership of printed media has declined whilst digital numbers continue to climb. This is mostly due to television and the internet being able to offer immediate information to viewers and breaking news stories, in a more visually stimulating way with sound, moving images and video. Newspapers are confined to paper and ink and are not considered as ‘alive’ as these other mediums.
The newspapers that I am going to analyze are The Guardian and The Sun. Both of the papers represent different approaches to news presentations; different ideologies, and therefore different potential reader groups. The Sun is a tabloid newspaper that reports news that is sensationalised and also takes a subjective angel. Whereas, The Guardian is a broadsheet which reports serious news that are quite detailed and balanced. Broadsheets are often called the ‘quality newspapers’ and therefore is aimed to readers that want more in-depth news.
Newspapers: this is an old type of media that informs us of the news that is happening in the world around us. It is a document that is issued daily c...
The primary role of media delivering the news to the public is to gather and report news
Print media is on the decline, this can be seen in the U.S.newspaper industry as it is facing “its worst financial crisis since the Great Depression” (Kirchhoff). A few huge newspaper chains declared their bankruptcy, while many others have shut down (Kirchhoff). This has lead to many reporters and editors to be out of the job, lesser pay and even becoming web-only publications (Kirchhoff).
According to Nielsen's survey on readership for local newspaper, The New Paper, a 2.5% percent dip has been recorded from 2012 to 2013. The latest survey found a decline in readership of 459,000 to 363,000. The drop in readership was in line with all the other major newspapers, which experienced readers gradually moving from print media to online media (Othman, 2013).
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