are the main drivers of IMC? Explain the various benefits of IMC? Ans. IMC (Integrated Marketing Communications) Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs‚ from search engine optimization (SEO)‚ pay-per-click‚ affiliate‚
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The old Spice case PART 1 Product positioning: it is the perception in consumers’ minds of the nature of a company and its products relative to competitors. It has to do with quality‚ prices‚ distribution‚ image and marketing communication. In the old spice case‚ they use a well-known spokesperson to market their product. I this case he conveys to women telling them that their man should stop using old lady scented body wash and switch to Spice and they will look like him and probably smell like
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Integrated Marketing Communications Plan Group Assignment Length: 20 PAGE MAXIMUM (appendices should not be used [with the exception of attaching a copy of your already submitted creative brief]‚ 1.5 spacing 12-point serif typeface is requested for the body of the work‚ with table‚ figures‚ etc at the discretion of students). 30% 20 March 2012 To assist students to prepare a practical integrated marketing communication plan for a brand through the application of material presented in the course
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Nike + iPod [pic] Integrated Marketing Communications Plan Introduction Nike is a seller of athletic footwear and apparel with retail stores and distributors in over 160 countries around the world. Nike creates goods for a wide range of sports‚ and so they have competition from every sports brand there is‚ like Reebok and Adidas. With revenue of $15 billion in 2006 and the largest market share in the footwear industry‚ Nike‚ Inc. (Nike) is the leading company in the sports and fitness
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Market communication Content Marketing Management Introduction .......................................................................................................................................... 2 Project definition .............................................................................................................................. 2 Limitation ...................................................................................................................................
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Management Unit description Discusses the elements of the marketing communication mix. It considers important issues that relate to the development of promotional campaigns that are created to support a firm’s strategy. Goal of the course The purpose of this subject is to provide students with an appreciation of marketing communications in general‚ and advertising in particular. Students will be introduced to marketing communications theory and concepts‚ and will learn how to apply these to
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1. What are Burger King’s communication objectives for it’s target audience? Burger King’s target consumers already know about the product‚ and since the franchise is profitable‚ we can assume that the consumers also like it. Burger King’s communications objectives are to move its target consumers into at least the “Preference”‚ but preferably the “Conviction” stages of buying process. 2. With its focus on the "super fan"‚ does BK risk alienating other customers? What are the implications
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and to provide for higher levels of customer satisfaction. The use of marketing communications is a management activity‚ one that requires the use of rigorous research and testing procedures in addition to continual evaluation. This is necessary because planned communications involve a wide variety of stakeholders and have the potential to consume a vast amount of resources. The evaluation of planned marketing communications consists of two distinct elements: The first element is concerned with
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publications • Encyclopedia of Associations (identify trade organizations) • Trade Shows Worldwide • Standard Rates and Data • Media kits • Infotrac • Lexis-Nexis • Internet/Web site • Encyclopedia of Major Marketing Campaigns Mike Davis‚ our Business Reference Librarian will be hosting a session for you during class time. He will highlight both print and electronic resources which will be of value to you
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might offer the same products for different prices‚ or offer new and more attractive products. 3. Techniques and Theory used Integrated Marketing Communications helped me to answer question 4 about ambush marketing. Especially the Stages in Developing an Integrated Communications Campaign. 4. What is the role of ambush marketing? The role of Ambush Marketing is to get more publicity through events although the company is not the sponsor. The company will promote by an event‚ the head sponsor will
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