Integrated Marketing Communication (IMC) Template IMC situation analysis Summarise issues arising from the marketing plan that will directly impact on the communications strategy. Company analysis !" !" !" !" Company mission. Corporate goals. Issues related to an overriding corporate brand (if one exists). Budget for the IMC. Product analysis !" !" A summary of key product offerings and product life cycle issues. Existing brand themes‚ messages and appeals. Audience analysis !" !"
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Segmentation and Target Marketing‚ The Haworth Press‚ Inc.‚ New York Greenberg‚ M.‚ and McDonald‚ S. S.‚ (1989)‚ ’Successful Needs/Benefits Segmentation: A user ’s Guide ’‚ The Journal of Consumer Marketing‚ Vol. 6‚ Iss. 3‚ pp. 29-36 Gwin‚ C. and Gwin‚ C.‚ (2003)‚ ’Product attributes model: A tool for evaluating brand positioning ’‚ Journal of Marketing Theory and Practice‚ Vol. 11‚ Iss. 2‚ pp. 30-42 Haley‚ R.‚ (1995)‚ ’Benefit segmentation: A decision-oriented research tool ’‚ Marketing Management‚ Vol
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INDIVIDUAL CASE STUDY METABICAL: _POSITIONING & COMMUNICATIONS STRATEGY_ _FOR A NEW WEIGHT-LOSS DRUG_ Q1: WHAT IS THE DECISION-MAKING PROCESS FOR METABICAL? WHO IS INVOLVED IN THE PROCESS? Consumer research over the years has shown that shoppers often follow a relatively common shopping behavior for product purchase. In theory‚ a shopper is said to go through the following five stages as a process. In reality‚ sometimes the steps may be switched around or even left out‚ as not all consumers
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THE ROLE OF ADVERTISING IN MARKETING COMMUNICATIONS Marketing communications: Marketing communications are the means by which firms attempt to inform‚ persuade‚ and remind consumers – directly or indirectly – about the products and brands that they sell. In a sense‚ marketing communications represent the “voice” of the brand and are a means by which it can establish a dialogue and build relationships with consumers. Marketing communications perform several functions for consumers. Consumers can
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Entrepreneurship and Innovation Session: 3 Subject: The Social and Ethical Perspective of Entrepreneurship Case: A Friend For Life The Glades Company is a small manufacturer. It has produces and marketed a number of different toys and appliances that have done very well in the marketplace. Late last year‚ the product designer at the company‚ Tom Berringer‚ told the President‚ Paula Glades‚ that he had invented a small‚ cuddly‚ talking bear that might have a great deal of appeal. The bear is
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Consumer Psychology and Marketing Communications At any given moment during the day‚ decisions such as which brand of merchandise to purchase‚ which color paint to select‚ or what cable service provider to go with are being made by consumers. The selection and behaviors of the consumers go beyond their personal preferences and has been studied by psychologists for over a century. Knowing what appeals to consumers and what their preferences are is a crucial part of the business’s success. In
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Dove Campaign For Real Beauty 2004 to 2006 Case Evaluation Situation Analysis In 2004 ‚ In England‚ Dove started the Campaign For Real Beauty ‚ with the aim to make women feel confident about their physical appearance no matter their age and their size. Target Audience All women regardless their size and their age. Research To get to know their audience‚ Dove begin a study about how women fell about their physical appearance. The conclusion was that women feel that physical attractiveness
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INTEGRATED MARKETING COMMUNICATIONS PLAN A. ADVERTISING Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. While marketing has the objective to choose markets that have the capacity to purchase a product‚ advertising‚ on the other hand‚ is the paid communication through which relevant information about the product is conveyed to potential consumers (2001). In a general sense‚ the author plans to use advertising in order to be able to impart
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1) How does internet marketing communication differ from traditional marketing communication? Internet marketing differs significantly from conventional marketing communications because of the digital medium used for communications. The internet and other digital media such as digital television and mobile phones enable new forms of interaction and new models for information exchange. A useful summary of the difference between theses new media and traditional media has been developed by McDonalds
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Since 2004 when a study showed that only 2% of women believed they were beautiful Dove has has been rallying females up and promoting the idea of real beauty and that they are worth so much more than their appearance. So why is it that they continuously advertise the idea of beauty‚ through recent promotional videos it is evident that Dove still hold a standard for beauty‚ The Dove Real Beauty campaign targets girls from ages nine all the way to the elderly. One may think that they are offering
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