concept of integrated marketing communication (IMC). How well has Unilever – (product brand selected) used the main elements of the promotion mix to create an IMC? Justify and support your answer with examples of the various elements used. Introduction Integrated Marketing Communication (IMC) is quite a simple concept once you understand it. It makes sure that all forms of messages and communications get linked together. So what this actually means is that IMC is used to connect all the promotional tools
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CONTENTS Executive Summary…………………………………………………………………….. 3 I. Situational Analysis…………………………………………………………….. 5 II. SWOT Analysis………………………………………………………………… 7 III. Objectives………………………………………………………………………. 9 IV. IMC Strategies………………………………………………………………….. 9 A. Creative Strategy……………………………………………………………. 9 B. IMC Media Application……………………………………………………... 11 V. Timetable………………………………………………………………………… 12 VI. Budget Utilization………………………………………………………………... 14 VII. Statement of Evaluation………………………………………………………..… 14 Appendices…………………………………………………………………………
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| SENECA PAPER COMPANY Price Competition on Gummed Tape | | Marketing Plan | October 9‚ 2010 EXECUTIVE SUMMARY Seneca Paper Company (SPC) is a gummed paper company operating in Niles‚ Michigan. SPC offered 3 types of tape; a 3rd grade tape named Durable‚ a standard grade called Sealite and a super standard grade called Imperial. Within the same industry
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significant competitive advantages in this marketplace‚ the company does not utilise its customer database efficiently to proactively market its products and did not realise the importance of salesperson in customers’ perception. Determining a suitable IMC strategy for lawn furniture to overcome the problems is a big issue for the Northwind Company. The case describes the information of whole industry and the Northwind Company including the statement of company‚ the new production introduction‚ some
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Group members : Kelvin Khor (31659593) Clement Chan (31687481) Tracy Ong (31704842) Wai Yian Ching‚ Fiona (31689822) 1 Content Page 1.1 1.2 Introduction IMC Model 3 5 1.3 Stage one: advertising 1.3.1 1.3.2 1.3.3 1.3.4 Ambient Underground advertising Internet advertising Advertising through magazine 6 6 9 12 15 1.4 Stage two: conversations 1.4.1 1.4.2 1.4.3 1.4.4 Direct mail Store cards Vouchers Consumer trade shows 17 17 18 20 21 1.5 Stage three:
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IMC Project February 27‚ 2014 Table of Contents Abstract ...........................................................................................................................................3 SWOT Analysis ..............................................................................................................................3 Competitor Analysis .................................................................................................................
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MKT522 Integrated Marketing Communications (IMC) Campaign Plan Topic Proposal Form May 10‚ 2015 Your name: Identify and describe the selected brand. Dasani is a brand of bottled water from Coca Cola. Dasani was launched after the success of Aquafina which was produced by PepsiCo. What brand problem are you attempting to solve with an IMC? The problem with Dasani bottled water was found to have illegally high levels of bromate‚ a cancer causing chemical. This has stopped customers
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Communications 5 2.1 Strategic communication 5 2.2 IMC and Marketing communications 6 3.0 Sony Ericsson Brand Communication 8 3.1 Brand Portfolio 8 3.2 Brand Strategy and Marketing Communications 9 3.3 Sony Ericsson Green Engagement 11 4. Conclusion 13 Bibliography 16 1.0 Introduction The report will present an introduction to marketing communication from available research literature. Author will discuss different paradigms of marketing mix‚ IMC and strategic marketing in general and then
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of the product)‚ experiential (what it feels like to use the product)‚ and/or psychological (feelings such as self-esteem or status that result from owning a particular brand). | | 2 INCORRECT | | How did integrated marketing communications (IMC) revolutionize the role of marketing? | | | A) | It shifted marketplace power from retailers to manufacturers. | | | B) | It led to increasing dependence on the advertising element of the promotion mix. | | | C) | It led to the rapid growth
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reinforcing a brand image) Madison Avenue: more than just a street in NY. Advertising industry Spot TV: cost less and reach a less amount of people because they are made for specific area What are the elements of IMC (i.e.‚ the separate Promotional mix and Marketing mix elements)? IMC: Integrated Marketing Communications. Involved coordinating the various promotional elements and other marketing activities that communicate with the firm’s consumer Promotional mix elements: Advertising PR Sales
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