Communication objectives can help by first focusing the company's efforts on a specific market and its unique needs, and the specific products of interest. In seeking out this connection of customers to products, IMC strategies have a higher potential for success.
3. In the case, BatesManor Furniture, inc (a), what is the purpose and role of advertising, promotion, and personal selling in the household furniture industry?
The furniture industry is one that is known for its long sales cycles, high prices and consumer lifecycle approach to marketing. Young families for example have entirely different needs than those of empty nesters. The BatesManor Furniture case study shows how advertising, promotion and personal selling in the household furniture industry needs to be more attuned to the unique needs of customers and not just rely on traditional marketing and promotions strategies. Instead of using IMC strategies as a means to en masse market, there needs to be more focus and attention to individual customer needs first.
4. Ultimately, the goals and objectives of any promotional campaign culminate in the purchase of goods and services by the target market. The AIDA model creates attention, interest, desire and action. Does promotion affect customers differently when the product is inexpensive vs. when it is expensive? Explain and justify your answer.
Yes, promotions have a significantly different effect depending on the price of the product. For high-priced products there is a price/quality relationship and more of a motivation...
Integrated Marketing Communications Communication being an important element of organizations needs to be integrated in all areas of working so that the purpose, the goals, objectives, and the mission with which the organization is formed are achieved successfully. The concept of integrated marketing is applied everywhere in the world by almost more than half of the organizations. Out of which many are the renowned brands who precisely used their marketing communications
Companies must utilize all available resources and channels to successfully communicate their competitive advantage and some of these channels include the following: 1. Advertising through company's website 2. Direct Marketing-sending solicited emails to target audience 3. Traditional methods like television advertisements 4. Blogs and social networking media 5. Aligning company to a well-known cause Over the years, we have seen the transformation of media right before our eyes. From marketing in its infancy to marketing
" The Live to Win competition is based on the enormously popular sport of badminton in China and participants who answer a series of questions posted online each month are eligible for various prizes. According to a corporate press release, "Each month, 300 winners will receive a limited edition set of 'Lucky Q. Wah Dolls' designed in the likeness of the actual badminton stars. Each doll comes complete with a
This effect is due to the high level of interaction with the consumer. As a consequence, the credibility developed in the mind of the consumer reaches a medium level. The IMC strategy does not begin with the analysis of the product that is therefore directed towards the consumer, but with the analysis of the consumer, and based on the characteristics of the consumer, the communicational strategy is developed. The differences between
Marketing Mix An integrated marketing communications, or IMC approach, involves "coordinating the various promotional elements and other marketing activities that communicate with a firm's customers" (Belch & Belch 1999, p. 8). The most significant point is that all communication and promotional activities should be integrated so that a clear and consistent message is communicated to customers. This involves clearly defining the message, considering the various ways that it will be communicated,
Integrated Marketing Communication Plan The objective of this work is to develop an Integrated Marketing Communication Plan. This work will choose a product or service in common usage and conduct an examination of the product or service to see if the company is online and if it is doing any online advertising the existing integrated marketing plan presently in use will be discussed. This work will describe the promotion mix and
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