Marketing Mix
Integrated Marketing Communication (IMC)
Integrated Marketing Communication (IMC) is a vital aspect of any business organization. In most cases, it entails the effective promotion of a new service or product to a targeted niche market in an effective and appropriate manner. The main purpose of IMC is to instill some mental or behavioral response towards the projected group. Several tools designed to fulfill this fundamental mandate of the IMC, and they include advertising, direct marketing, sales promotion, public relations and personal selling. Although these are the main tools used by many companies for IMC purposes, there are other non-formal forms of marketing communication such as gossip, word-of-mouth, and so on that also have profound effects to the organizations' promotion of goods.
Advertising
Advertising seems to be everywhere we go and in all aspects of human lives today. Starting from the moment someone turns on the TV set, or tunes in into a favorite radio station, to the bill boards on the street and posters informing the audiences of the next block buster and so on, it is a constant bombardment by the advertisements of different products (Shah & D'Souza, 2009). It, therefore, implies that advertisements are a part of the modern world and cannot be wished. Jacobs (2006) describes advertising as, "advertising is a blend of art and commerce." The effects of advertising may not be too obvious, and more often than not, people do not even realize its effects. Decision making for most consumers can be categorized into two major levels; high-involvement decision making and low-involvement decision making. In the first category, the consumer may need to acquire expensive products like an expensive holiday, buying a car or condor whereas the low-level involvement involves small items that are bought often. It, therefore, does not require too much thought and agonizing for consumers to make decisions on the brand to buy. Moreover, in most cases, in the low-involvement decision making there are a wide range of similar products to choose from, and most customers never mind too much which brand they choose to buy. However, it is at this level of decision-making that advertising's effects seem to be most effective while at the same time hardest to realize (Sutherland, 2009). Therefore, advertising can be viewed as a process...
" 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
Canada's wide ranging audience by way of several events and points of contact. Ford Motors has always been the leader in the auto industry as regards launching e-initiatives is concerned. (Innovative Yahoo! Canada Fusion Marketing Online Program Attracts Canada's Longest-established Automobile Company) As regards delivering marketing communications to the Internet customers is concerned, Ford is accomplishing it in four methods. These are Ford.com - the web portal of Ford Motors.
The Integrated Marketing Communication system takes these P's and turns them into C's - similar aspects, but looked at from the stand point of the consumer. In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001). The first 'P' is product, but really this is all about the customers' needs and wants. Which goods and services customers
Integrated Marketing Communication and Customer Satisfaction Strategy Discuss the company's advertising strategy and how it aligns with its marketing goals. Coca-Cola's company advertising strategy is designed at communicating how exceptional the experiences are of consuming their products, and how those experiences generate and sustain strong positive emotions. Coca-Cola is one of the strongest brands in the world because they understand the dynamics of how to make this association of strong emotion and
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
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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