Abstract This paper examines the use of integratedmarketingcommunications (IMC) in today's marketing environment. The writer looks at the whole concept of marketing. The writer discusses how marketing has changed over the past 100 years. This article contrasts IMC with the marketing mix. In this paper, the writer examines the use of IMC at three different companies.
From the Paper "Marketing communications is not a new concept and indeed has even been cited as being most effective when it encompasses both internal and external communications. However, attention has been increasingly focused on the concept of integrated marketing communications (IMC). IMC is based on the principle that marketing communications encompasses far more than just advertising and promotions. IMC includes traditional communications with customers, vendors and other stakeholders in an organization and should include a component for measuring the effectiveness of marketing in ... "
Tags:IMC, integratedmarketingcommunications, marketing mix, Coca-Cola, Kodak, FedEx, Union Rescue Mission
Abstract This paper defines integratedmarketingcommunications (IMC). The author points out the use of integratedmarketingcommunications to help coordinate and add collaboration to marketingcommunications international marketing. The paper states that the overall purpose to increase revenues.
From the Paper "Nabisco, Inc. is an international manufacturer of biscuits, snacks and other premium food products with global revenues of ... billion. With three subsidiaries and employees in ... countries, integrated marketing communications IMC has become increasingly important for Nabisco to enhance its long-term relationships with customers instead of focusing on one-time transactions, As the Director of Sales Systems at Nabisco, Inc., Ray Paul maintains, "Using current messaging and collaboration technologies to ensure efficient customer and distributor-driven communication is an integral ingredient in ensuring we meet our customers needs.""
Abstract Integratedmarketingcommunication (IMC) represents the process of unifying all marketing activities of an organization, such as sales, promotions or advertising, in order to develop the best marketing campaign 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
IntegratedMarketingCommunication Benefits of IMC Barriers to IMC Four P's and C's of Marketing IntegratedMarketingCommunications 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 The author of the paper contends that the rapid maturation and growth of integratedmarketingcommunications (IMC) strategies is serving as the catalyst of greater integration across advertising, public relations, marketing, selling and service communications strategies. In the paper, the author evaluates the benefits and barriers of IMC campaigns within Nike and specifically the NikeID campaign. In addition, the writer discusses the issues of mass customization as they relate to the value chain Nike must rely on for the successful fulfillment of orders for tailored and customized shoes and accessories for customers. The author also looks at how IMC has become an integral part of the strategic plans of many organizations from a demand development and fulfillment perspective.
The paper contains two tables.
Outline:
Executive Summary
Assessing the Benefits of IMC Strategies
Dependence
Barriers to IMC Strategies
Summary
References
From the Paper "Just as broad integration and the ability to synchronize all marketing strategies within a given company is a major strength of a successfully implemented IMC strategy, the converse of this is often the case due to organizations' cultures lacking the commitment to change. Paradoxically the companies in the most need of attracting and retaining new customers often face the most difficult cultural transition to support any integrated activity, and this includes the development and execution of IMC strategies. The single biggest barrier to the development of successful IMC strategies are cultures in organizations that don't tolerate inter-departmental communication and information sharing, or the development of plans that require a shared common objective."
Tags: advertising, public relations, marketing selling service communications strategies customization campaigns customers
Abstract This paper defines integratedmarketingcommunications. The author describes the marketing mix for an integratedmarketingcommunications effort for a virtual private network VPN . The paper details how each component of the IMC would be designed.
From the Paper "For the marketing of our VPN, we will employ an integrated marketing communications IMC approach to deliver a clear and consistent message to our target market. According to P. Griffith Lindell in "Lining up Your Marketing Ducks", Integrated Marketing Communications IMC starts by understanding the customer's dilemma. Then you can integrate all the marketing communications elements into a unified well-orchestrated campaign by developing a relevant umbrella theme that can accommodate all the various marketing communications tactics. Consistent with this philosophy, we have identified a working description of the ..."
Abstract This paper explains that IntegratedMarketingCommunication (IMC) is a present day marketing concept, which is devised to integrate all aspects of marketingcommunication, such as advertisement, sales promotion, public relations, internet and direct marketing, instead of developing and executing each area in isolation. The author points out that a fully IMC campaign was unveiled by Ford during the launching of 'Mercury', a North American brand of the company with the slogan "New Doors Opened", which featured the liveliness of the Mercury brand in the routine discoveries of modern life. The paper relates that Ford is delivering marketingcommunications to the Internet customers through Ford.com, the web portal of Ford Motors, (1) to buyers facilitating the consumers to buy and configure their vehicles, (2) to dealers by assisting in the growth of relationship between the customer and local dealers and (3) to Ford owners connection as a method of cultivating customer relationship.
From the Paper "Ford Motor Company with global sales exceeding $170 billion is steadfastly positioned as one of the biggest makers of cars and trucks, with a sale of nearly 7 million vehicles across the world. The intricacies of running businesses spanning across continents, in multiple languages and across several time-zones make crucial challenges for Ford. The entire workforce of the company is geared towards the upkeep of high-profile brands who take part in the routine business of designing new products, providing a solution to the distribution issues and coordinating the marketing exercises and advertisement programs. Being a company of international stature focused on providing superior values to its customer, the Ford management team is all the time determined to improve the manner in which it designs and delivers products to its global customer base."
Abstract The paper is three fold in its mission. Firstly it examines the writings of Ben Wightman's "IntegratedCommunications: Organization and Education" and his views of the state of the art of integratedcommunications (IC). Secondly, three other works are examined, by other distinguished authors in the field, to determine the amount of overlap, agreement, or disagreement they have with Wightman. Finally the paper examines, in short, the United States Department of State's latest "Domestic Intelligence Estimate, Indonesia." This determines whether or not the principles of integratedcommunications organizations can or should be integrated into their emerging, vast and varied economy.
Thesis Statement
"Integratedcommunications (IC): Organization and education" By, MR. Ben Wightman
The Public Relations Based Approach
Thomas Hunter's Five Step Model
Additional IMC Article Comparisons
IntegratedMarketingCommunications and Indonesia
Bibliography
From the Paper "Furthermore, Wightman makes the strong point that not many scholars have offered suggestions despite the conviction that organizational structure is one of the strongest hindrances to the successful implementation of IC within a corporation. He also states, admonishes is actually a better word, that students coming out of our colleges and universities are ill equipped to deal with these problems. These despite many having degrees, higher degrees, but have had little exposure to the situation in their respective schools."
A review of an article called, "Forecasting and Evaluating the Impact of MarketingCommunication", by Angela Sinickas, which discusses concepts of marketingcommunication.
763 words (approx. 3.1 pages), 0 sources, 2007, $ 27.95
Abstract This paper reviews an article called "Forecasting and Evaluating the Impact of MarketingCommunication" by Angela Sinickas, which summarizes the book "IMC The Next Generation: Five Steps for Delivering Value and Measuring Returns Using MarketingCommunication", written by Don and Heidi Schultz. The paper describes the book as one of the new books in integratedmarketingcommunication concepts and methodologies. The paper describes how the article underlines the authors' change of focus from the traditional 4Ps to the more complex, more adapted to the modern economic environment framework of the 5 Rs of customers.
From the Paper "On the other hand, we first need to consider several particular elements when relating to forecasting. First of all, we need to pick the right metrics, the metrics that are likely to best reflect the activity of the company. A wrong pick of metrics will give way to wrong interpretations and useless forecasting. Second of all, forecasting and the resulting metrics will need to be interpreted. There is no point having a scientific interpretation that no one discerns and understands, it is important to have an interpretation that can be explained to the employees, measures and tactics decided upon it and swiftly implemented."
Abstract This paper is a complete marketingcommunications plan for U.K. Black & Decker (B&D) to expand its do-it-yourself (DIY) tools sales to women, especially in this period of economic downturn. The suggested key communication messages to this target audience is that women using B&D tools are the epitome of strength, power, independence and control and that there is nothing a woman cannot do. The paper discusses a complete project from the situation analysis to media scheduling and campaign evaluation. A cover illustration and table are included.
Table of Contents:
Executive Summary
Contents
Situation Analysis
Competitor Analysis
Consumer Analysis
Market Analysis
Product Analysis
Communications Analysis
Target Market Profile
Objectives
Marketing Objectives
Communication Objectives
MarketingCommunication Strategy and Tactics
Communications Strategy
Creative Strategy And Execution
Creative Positioning
Key Messages/Propositions
Variations in Creative Executions by Proposed Media Channel
Media/Channel Strategy
Objectives
Media Strategy
Media Vehicles Recommended
Tactics
Timing and Estimated Budget Breakdown
Campaign Flow
Briefing
Scheduling
Campaign Evaluation
From the Paper "Based on the research highlighted above, B&D will package a range of tools that will be combined into a toolkit specifically aimed at women, and will contain basic DIY and home maintenance tools, proven popular with women, such as; screwdrivers of several sizes and types, pliers, a hammer, monkey wrench, several common spanners, and a power drill/screwdriver. This range of tool will be designed to meet the needs of the consumer, namely, new, sleek, ergonomic and lighter tools."
Tags: symbol, home improvement, psychographics colors channel
Abstract In this article, the writer notes that an effective brand strategy depends upon three components: customer relationship management, multi-channel customer management and multi-channel shopping. The writer discusses that in formulating an effective brand strategy, the management must ensure that the three components are being addressed. The writer also discusses that the strategies developed for customer relationship management, multi-channel customer management and multi-channel shopping must be integrated and this objective is met through integratedmarketingcommunications. The writer concludes that because the different departments in an organization coordinate their marketing efforts, the duplication of efforts is eliminated and this strengthens the entire marketing program for developing strong brand equity.
Outline:
Abstract
Introduction
Literature Review
Conclusion
References
From the Paper "The current business environment is characterized by a considerable level of competitive rivalry and as a result businesses have to constantly reengineer their internal operations in order to build and maintain a competitive advantage. In this respect, a business organization has three strategies at its disposal: differentiation, cost minimization and focus. However the effectiveness of these strategies depends on effective communications between the internal stakeholders and the external stakeholders. The internal stakeholders refer to the employees and the top management while the external stakeholders are the channel members such as the customers, the distribution intermediaries and the suppliers. The top management in a business organization has to coordinate between the different stakeholder groups in order to maximize operational efficiency. This is particularly relevant in the case of international business which is characterized by differing customer tastes and preferences across political boundaries. As a result, integrated marketing communications are the critical success factors in building and maintaining a competitive advantage."
Abstract This paper defines integratedmarketing and its usefulness in companies and their marketing campaigns. The author points out its use in measuring the success and structure of marketing campaigns as they lead to customer awareness. The paper includes several brief synopses of specific internet articles with integratedmarketing 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 The paper studies the use of celebrities in marketingcommunications. This includes the origins, rationale, advantages and disadvantages. The paper discusses the methods of gauging the effectiveness of celebrities in marketingcommunications.
From the Paper "The use of celebrities in marketing is as old as marketing itself, at least in the organized mass-communications sense. Picture histories of advertising show that as soon as true advertising campaigns emerged from the background of storefront signs and the equivalent of classified ads in the th century they began using the images and endorsements of actors and actress sports stars and other public figures who in modern terms we would describe as celebrities."
Abstract This paper explains that integratedmarketingcommunication (IMC ) as a concept encompasses the use of tools such as advertising, public relations, and direct marketing in different types of media. The author points out that, in 1996, Countrywide introduced the concept of e-marketing as part of its IMC strategic plan; its use of technology and implementation of innovative practices brings e-marketing into the forefront of its IMC. The paper relates that Countrywide has benefited from its use of IMC because it has allowed the company to grow its customer base, thereby increasing its profitability.
From the Paper "Founded in 1969 as Countrywide Credit Industries, the company "provides consumer and business to business financial services in domestic and international markets" The company is headquartered in Calabasas, California and has more than 40,000 employees in over 500 offices many in California, Texas, Arizona, Nevada, Virginia and New York. Countrywide Financial as it is now called, boasts a wide diverse portfolio of products that acts as an umbrella for the Countrywide Family. The company has seen the need to keep every aspect of mortgage banking under one roof to better serve its customer base."
A presentation of the PR and advertising approach of the Microsoft Company with recommendations for a future integratedmarketingcommunication campaign.
Abstract This paper presents an analysis of the present approach of the Microsoft Company to PR and advertising. The analysis highlights the strengths and the weaknesses of the present initiatives of the company in this field. Furthermore, the paper includes suggestions and recommendations for a future integratedmarketingcommunication campaign for Microsoft.
Table of Contents:
Part A. Introduction
Letter of transmittal to CEO
Executive summary
Formal introduction
Current Advertising and PR activity
Main PR /Advertising approach
IMC strategy for Microsoft
Objectives
IMC mix
IMC components
Description
Advantages and disadvantages
Specific roles
Media strategy
Conclusions and recommendations
From the Paper "Microsoft has done a professional job with its previous marketing and communication campaigns. It has focused on its corporate social responsibility and on the concept of innovation. The former campaigns have used integrated themes and a multiplicity of media which were very well coordinated. The future communication campaign is meant to underline other characteristics of the brand, making it more popular among the target segment represented by young people (Griffiths, J., 2002). The recommendation concerns the coordination and the synchronization of the PR and advertising actions. A further recommendation regards the monitoring of the actions which is fundamental for the coherence of the entire campaign."
Abstract This paper explains that IntegratedMarketing Concepts (IMC), which Countrywide Home Loans uses in its e-marketing strategy, encompasses the use of tools like advertising, public relations and direct marketing in different types of media. The author points out that, because the business of financing a home and other property is greatly service oriented, it is of utmost importance that the Countrywide name symbolize integrity. This paper concludes that Countrywide's use of marketing is a means of customer manipulation but this manipulation is well presented in the company's marketingcommunications, which illustrate the company's best attributes.
Table of Contents
Introduction
Marketing Marketing Approach
Strategy
Brand Identity
Leadership Placement
Understanding the Customer and Loyalty
Conclusion
From the Paper "With powerful leadership in place as a foundation, an organization can move forward with its strategies for market share and competitive uniqueness. Part of this starts with knowing the customer and their needs. As discussed earlier on, this marketing technique can sometimes be overstressed causing a strategy to lose its purpose. However, I believe that for a company like Countrywide to move forward with momentum, the company must go straight to the source of their livelihood. In this way, management can be begun to formulate understanding what aspects of the existing strategy do not add value for the customer's experience."
Tags:integrated, tools, service, integrity, internet
