Abstract This paper defines integrated marketing and its usefulness in companies and their marketingcampaigns. The author points out its use in measuring the success and structure of marketingcampaigns as they lead to customer awareness. The paper includes several brief synopses of specific internet articles with integrated marketing as the main topics.
From the Paper "ROI in marketing was developed as a method of measurement and, if used correctly, could enable a company, department or executive to prove his usefulness and importance within an organization. This concept takes what used to be a difficult process and migrated it into the form of statistical analysis as well as the translation into dollars. This can be done by tracking sales or counting certain hits on a website directly related to a recent marketing campaign. Unfortunately, marketing in business has often been viewed as a "necessary evil" or something that cannot be quantified. As stated in the article listed above, "marketing people" allow themselves to feel threatened over the issue that they often cannot justify their existence within a company. They are the ones who help generate sales but it is usually indirectly linked to their positions."
Abstract This paper explains that, when developing an international marketingcampaign (IMC) in a global and diverse competitive environment, one of the first challenges is that different nations across the world embrace different standards of ethical advocacy and regulate marketing and advertising in different ways. The author points out that taking advantage of a country's greater overall naivete or less stringent government regulations regarding the divulging of information, such as cigarette warning labels, might be effective marketing but hardly ethical. The paper relates that a country, which is tolerant of its own national corporations' foibles, might be less tolerant of a United States company engaged in similar practices.
From the Paper "The increased scrutiny to such 'word of mouth' campaigns in the American media made such an ethical manifesto a necessity for companies to embrace, rather than a free ethical choice. In other European nations, such as Canada and the United Kingdom, cynicism about marketing practices runs equally high. A 2003 Daily Telegraph newspaper poll in the UK found "on a net trust rating (calculated by subtracting the negative percentage score from the positive) ministers in government came out with a lamentable score of minus 49 per cent and directors who run large companies fared even worse, being right at the bottom with minus 56 per cent." But what should one do in the case of marketing to a nation where a technique of water cooler buzz by paid advocates in ordinary offices is not so scrutinized, and ethical standards by marketing executives are notably, and acceptably more lax?"
Abstract This paper briefly examines the animal-centered approach of the companies, Fido and Telus. The paper describes the different ways that they use animals in their marketingcampaigns. In terms of the aggressive promotion of animals and the success of both marketingcampaigns, the paper suggests that both have been quite similar and wildly successful.
From the Paper "The Case of Animals as Marketing Tools: A Comparison and Contrast There seems to be a growing sense that high-lighting animals in sales promotions - specifically animals that are common-place household pets - is a marvelous way of tugging at consumers' heart-strings - and at their wallets. According to a recent study, pets now outnumber people 337.8 million to 290 million in the United States. Furthermore, nearly two-thirds of U.S. homes own a pet and roughly one out of three possess a dog or cat. In fact, there are 65 million dogs in American households (Nucifora para.1). "
Abstract This paper explore the most effective use of the mass media reach high net worth Hispanics in South Florida when selling wealth management products. The author defines their perceptions of different financial institutions in South Florida. The paper identifies products most important to them.
From the Paper "According to the U. S. Census Bureau, the Hispanic population in the United States increased by between ... and ... making Hispanics the fastest-growing minority group in America. It is projected that the Hispanic population will triple in size by ... reaching .... of the total U. S. population. Marketing to U. S. Hispanics is complex as the Hispanic population is a homogeneous marketing segment, yet they are a richly diverse group representing seventeen Latin American countries in addition to Puerto Rico and the Caribbean. Cultural traits, traditions and ..."
Tags: mass media, high net worth Hispanics, South Florida, wealth management products, demographics, socioeconomics, geographics, and pyschographics. marketingcampaign.
Abstract Direct marketing involves communication by a marketer to a prospect, without an intermediary, via a medium that supports some degree of interaction. This paper explains how this concept has largely merged with the idea of database marketing, which involves the establishment and maintenance of quantities of data about prospects and customers, and is exploited in order to enhance the probability of making a sale to each of them. It explains how direct marketing is intrusive, both in relation to the privacy of personal behaviour and the privacy of personal data. The degree of sensitivity varies greatly, depending on the person, the data, and the context.
Table of Contents
Introduction
Definition of Direct Marketing The Campaign Process
Campaign Plans
Setting the Campaign Objectives
Campaign Strategy
The Campaign Implementation
Conclusion
From the Paper "Marketing communications are indirect, where marketer-prospect interactions are inhibited. This may be because the communication channel is one-way, as in the use of broadcasting media such as television, radio, newspapers and billboards. Alternatively, it may be because of the interposition of an intermediary of some kind that does not have a principal-agent relationship with the marketer, e.g. a shop assistant in a retail department store."
Abstract This paper explains that, by far, the greatest strategic challenge facing marketers today is globalization; therefore, marketers must work harder and smarter to come up with new ways to keep their marketing and advertising campaigns appealing to the largest number of people possible. The author points out that another challenge is standardization: If many consumers across various countries are similar in most ways then questioning standardization is not an issue; however, many studies indicate that the demographics and the responses, which consumers have toward marketingcampaigns, vary a great deal across many different countries. The paper stresses that markets must understand better the correlation between a marketingcampaign and its effect on the behavior or attitude of consumers.
From the Paper "Another point that these individuals make, which is part of the challenge that marketers face today, is that having the same basic desires when looking at what consumers want does not necessarily mean that these consumers will manifest any type of identical behavior based on these desires. There are, however, those that feel a compromise is the way to go. This compromise indicates that whether standardization of marketing in today's global society is appropriate involves the type of product, the environmental factors that must be considered, and the characteristics of various consumers which makes this challenge of standardization much more situation-specific than many believe."
Abstract This paper examines the Dole Fruit ad campaign set to target a group of consumers whose lives are busy and whose lifestyles do not allow them to make the wisest nutritional choices possible. The paper explains that Dole wants to encourage their consumers to trust and take advantage of the added nutritional values that the Dole products have and the affordability they offer.The writer explains the SWOT analysis and discusses the company's objective (as set in the SWOT analysis) - to remind the consumer that Dole offers a superior product at a very competitive price. The writer also discusses the costs involved in the marketing plan and explains that the budget must be approved before final approval of the campaign can be made.
Outline:
Objectives
SWOT
Target Market Campaign Message
Tracking, Feedback and Control
Effective Feed Back Mechanism
Campaign Distribution
Feedback Mechanism
Costs
From the Paper "The advertising campaign should be set for the winter months starting in November and set to run approximately 3 to 4 months. Also the target groups of this campaign are those who wish to maintain the nutritional benefits and benefit from cost savings. They are concerned with trying to maintain healthy diets and offer this same to their families (i.e. children, spouses, parents, and friends)."
This paper proposes a direct marketingcampaign for the Maytag Corporation, marketing home appliances under household the brand names Maytag, Jenn-Air, Amana, Magic Chef, Hoover, and Jade.
950 words (approx. 3.8 pages), 5 sources, APA, $ 33.95
Abstract This paper explains that, although Maytag is one of America's "Most Admired Companies," the company has been weathering some rough times, largely due to a fiercely competitive, mature market, and is now undergoing major restructuring. The author points out that Maytag may be losing an opportunity to build an ongoing relationship with its existing and prospective customers because, instead of using an umbrella direct marketingcampaign to communicate the benefits of all the Maytag-owned brands, each brand is conducting its own campaigns. The paper relates the benefits of umbrella direct marketing; it (1) helps establish the link between its brands, (2) leverages Maytag long standing equity for the reliability and dependability of its products, (3) supports, not contradicts, the individual brands' positioning in conventional media, (4) procures a higher share of the customer wallet or home by cross-selling its various product offerings, and (5) entices customers into wanting to purchase products that "make their lives easier" before existing appliances wear out.
From the Paper "The Maytag Direct Marketing effort would naturally have to start with building and profiling a data base of its existing and prospective customers. While the latter could be done through buying ready data bases that match Maytag's customer profiles, a good starting point for the former may be Maytag Stores and other retail outlets. The Maytag Stores especially would be an ideal source since they act as an innovation showcase for the company; are independently owned and operated; and offer a "try before you buy" approach. The incentive for customers to opt-in for Maytag's mailings could be a monthly newsletter on "Making Life Easier at Home." Not only will such a newsletter be in line with Maytag's overall business strategy, it is likely to be of high interest to all home owners and makers since they are constantly on the look out for tips on how to create an efficient and pleasant home environment."
Abstract This paper evaluates the success of the Hawaii Visitors and Convention Bureau's (HVCB)"Experience Aloha!" Hawaii-on-Tour marketingcampaign. The paper examines the strategy from the perspective of the 4Ps: product, price, promotion and place. The paper also explores the marketing environmental variables that the HVCB faced in operating its campaign. The paper concludes with a discussion of the campaign's competitive advantages.
From the Paper "It is not possible to say or to know if the Hawaii Visitors and Convention Bureau's "Experience Aloha" Hawaii-on-Tour marketing program was the most effective that it could be. As with any marketing program there is always room for improvement..."
Abstract This paper examines the ways that direct marketing can provide the operational framework through which direct relations with customers may be built and maintained. The paper stresses that, because the investments required to launch a direct marketingcampaign are quite high, management has to evaluate rigorously the profitability of launching direct marketingcampaigns. The paper then underscores the importance of the market research through all stages of the functional value chain. The paper then points out methods of evaluating direct marketing programs such as calculating the return on investment (ROI). The paper presents Dell, Inc. and Amazon.com as examples of direct marketing programs.
From the Paper "A widely practiced strategy in launching this type of marketing program is to do a test run initially. Data collected from the test run will provide an indication of the level of response to be expected if the direct marketing campaign is launched. If the level of response is judged to be too low, then the management has to revise its procedures of selecting the right consumer segment. Because the costs of implementing direct marketing programs are high and because direct marketing programs usually generate a very low percentage of response, it is critical that the right consumer segment be selected."
Tags: relations profitability, market research, digital dell amazon
Abstract Integrated marketing communication (IMC) represents the process of unifying all marketing activities of an organization, such as sales, promotions or advertising, in order to develop the best marketingcampaign that would retrieve the best results. The author of this paper examines the development of the IMC concept and looks at its implementation in business today. The writer then attempts to evaluate the impact and success of the IMC concept by looking its implementation by a number of large companies.
The paper contains diagrams and tables.
Outline:
Abstract
Integrated Marketing Communication
Benefits of IMC
Barriers to IMC
Four P's and C's of Marketing Integrated Marketing Communications at Nike
Conclusions and Recommendations
References
From the Paper "All in all, Integrated Marketing Communication is the new trend in the business community and its importance and significance is expected to increase over the next few years. Basically, the IMC represents the multitude of managerial processes aimed at unifying the marketing strategies to better meet organizational goals. The Integrated Marketing Communication, through its integration of all marketing strategies, offers the answer to the initially posed question. As such, since the company stands better chances of achieving its organizational values through the implementation of the unified IMC, rather than the usage of the disparate traditional marketing strategies, than the whole is greater than the sum of its parts."
Abstract This paper presents an overview of the marketing used at pharmaceutical company, Pfizer. The paper begins with a description of the company's structure and, specifically, of the marketing department. The paper then looks at the specific strengths of this marketing, using Viagra as an example of a successful marketingcampaign for a new product. Finally ,the paper mentions the threats that the company needs to be aware of in the market place.
From the Paper "Pfizer is undeniably the most successful pharmaceutical company in existence. It rated first in U.S. sales from April 2002 through March 2003, with a total sales number of $20 billion USD, which accounted for 10% of the market share, and 12% growth. It ranked #1 ahead of GlaxoSmithKline, Johnson & Johnson, and Merck & Co., which took the second, third, and fourth spots, respectively. Much, if not most, of Pfizer's success is due to the corporation's marketing genius, which is considered to be among the best in the industry. Pfizer also has one of the best safety records in the industry, which helps in gaining investors and trust in the company."
Abstract In this paper, the writer explores a new marketing strategy for the Ford Motor Company for the year 2002. The writer plans to market the car as the "All American Car" and focus on the family while bringing in angles of family and social values. The catch phrase being "Ford is America" is used and a marketing strategy is presented.
From the Paper "But there are regions Ford doesn't appear favorably, especially the developing nations of Central Europe, Africa, or Asia. What people want the world 'round in a car is the same: a long-term, reliable vehicle at a low price that's fuel efficient with outstanding safety, and stylish. Americans will own several cars in their lifetime. My target in the domestic promotional campaign is to make those automobiles Fords, whether it's their first car, a new car for an expanding family, or a car in for the retirement years. My campaign proposal is designed to strike various sectors of the public. To accomplish that, I am proposing a product identification campaign, using situations or settings that reflect the US domestic market with individuals who appreciate driving Ford motor vehicles. It has to be an all-encompassing spectrum of the societal fabric of America."
Tags: advertising, consumer, market, budget, audience, proposal, promotion, test-drive, media
Abstract This paper presents a marketing assessment for a new family car called the Ford Focus Five-Door Saloon. The plan provides a comprehensive evaluation of the target market, the advertising plans and the competition evaluation that will assist in a strong marketingcampaign for the new vehicle.
From the Paper "This plan was designed to introduce and market the new product. Ford Focus already has an audience as it has been on the market for approximately a decade, however, this plan will introduce and market a new product for the company."
"The information contained within this plan will allow key goals to be aimed for and reached through the use of measurable percentages with regard to the sales of this vehicle when held against the sale of other newly introduced vehicles this year."
Abstract This paper addresses the characteristics and requirements for marketing products in the European markets. Because there are many local differences in Europe, a single unitary approach is difficult to fashion. The paper further discusses how by gathering data and applying it globally with emerging patterns of target publics, global themes can be developed and applied in marketingcampaigns.
From the Paper "In the competitive economic environment evident in European markets, the importance of marketing cannot be overemphasized. Just as in the United States, the developed markets and sophisticated consumers in the countries of Europe necessitate effective marketing strategies for products to be successful. A mediocre product can gain market prominence with a strong marketing campaign; however, even the best product can languish if effective marketing strategies are not used to make consumers aware of the product and convince them to consider its purchase. This paper will consider the environment and policies that drive the development of product marketing in European markets."
