Introduction to Integrated Marketing Communications Ann Bastianelli December 12‚ 2013 Agenda • Marketing –Inside Out & Outside In approaches to Connecting • Building Powerful Brands –4Ps –5Rs • IMC Themes‚ Principles‚ Processes Marketing: The Competitive Advantage Marketing B2C = Responding to Customers B2B = Influencing the Channel to respond to customers Besides Marketing‚ what other sources of competitive advantage are there? MARKETING 4Ps: INSIDE OUT One-Way Customer
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and are not practicing IMC? 1. Definition of Integrated Marketing Communications (IMC) 1.1. It is an approach used by companies in order to achieve the marketing campaign objectives‚ using different types of promotional method. It could also be said as the coordination and integration of all marketing tools and other sources to achieve maximum impact on customers at minimal cost. (Clow & Baack‚ 2007) 2. Importance 2.1. Creates a brand image for business organization 2.1.1. IMC works as a tool for
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Canada Inc‚ is considering whether or not to pursue the not yet well developed market of rechargeable batteries in order to increase its presence and brand name recognition in this very highly competitive market of disposable batteries dominated by Duracell and Energizer. The major competitors of Rayovac- a division of Spectrum Brands Canada Inc‚ are not focusing on this category for fear that it would cannibalize their sales of disposable batteries‚ as this can be a good opportunity for Rayovac‚ they
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(2003‚ December). Change‚ continuity and progress: The concept of integrated marketing communications and marketing communications practice Kliatchko‚ J. (2005). Towards a new definition of Integrated Marketing Communications (IMC) Swain‚ W. N. (2004‚ March). Perceptions of IMC after a decade of development: Who ’s at the wheel‚ and how can we measure success? Journal of Advertising Research‚ 44(1)‚ 46- Warkentin‚ M. Bapna‚ R.‚ & Sugumaran‚ V. (2000). The role of mass customization in enhancing supply
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Integrated Marketing The fundamental basis of marketing is to create awareness of a certain product or service. The ability to communicate to potential and existing customers is the basis of marketing’s intentions. Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts (Introduction to Integrated Marketing Communications‚ 2014). The goal of an integrated marketing system is to be able to have a strong presence and positive impact
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Current IMC Campaign – Part One Due Date: Wednesday 2nd April 2008 (week 5)‚ 2.00pm Length: 1200 words maximum excluding Reference List Value: 12 marks Links to unit’s learning outcomes: This assessment is specifically linked to learning outcome 1 and 4. Key Task: An IMC campaign refers to a set of interrelated and coordinated marketing communications activities that centre on a single theme or idea that appear in different media across a specified time period. Identify a current IMC campaign
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for Marks and Spencer"‚ www.papersforyou.com Bevan J.‚ 2001‚ " The rise and Fall of Marks & Spencer"‚ London‚ Profile Books Ltd. Cabinet Market‚ 2004‚ " Rose: a new beginning for M&S or a goodbye note?"‚ Cabinet Maker‚ 16-07‚p.8 Cook‚ William‚ 2004‚ "IMC ’s Fuzzy Picture: Breakthrough or Beakdown"‚ Journal of Advertising Research‚ 40-5‚ pp.7-15 Hamel and Parhalad‚ 1985 cited in Zou‚ Shaoming; Cavusgil‚ Tamer‚ 1995‚ ’Global strategy: a review and an integrated conceptual framework ’‚ European Journal
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and B2C models and highlighting the differing communications requirements and the communications mix available to the marketer. Many companies are using integrated marketing communications (IMC); because they need a more effective and efficient way of communications with their customers. It is believed that IMC help them to build customer relationship and therefore create profitable brands. (Duncan‚ 2002) 1. MARKET SEGMENTATION AND TARGETING Segmentation and targeting seek to determine who companies
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an Integrated Marketing Communications. Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level‚ Integrated Marketing Communications‚ or IMC is integrating all the promotional tools‚ so that they work together in harmony. These promotional tools include; Direct selling Advertising through Media Sales Promotion Public relations and Sponsorship E-Selling Because of the change of how media
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amount of time they wish to devote to each medium. 1. Introduction Integrated Marketing Communications (IMC) became acknowledged as a formal field of study in early 1990s and since then its concept was altering alongside with changes happening to society and technological progress. One of the early definitions given by Journal of Integrated Marketing Communications states that IMC is a strategic marketing process specifically designed to ensure that all messaging and communications strategies
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