an integrated marketing communication approach

... Trang 1 Integrated Marketing Communications -MKT304 GROUP ASSIGNMENT Plan implementation of an integrated marketing communication program for Apple Company Class: MKT1602 Lecturer: ... promote changes in the areas of labor and human rights, health and safety, the environment, management systems, and ethics, supplier performance is evaluated against our Code and Standards Depending ... Professionals, executives, and managers Professionals, managers,and students Trang 10Efficiency and speed of servicePersonality Ambitious and determined Ambitious and determined Psychographic

Ngày tải lên: 13/05/2024, 14:52

... evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies A strategic marketing plan B integrated marketing communications plan C situation ... brands A Strategic marketing plan B Integrated marketing communications plan C Situation analysis D Opportunity analysis E Competitive plan 2-1 Chapter 02 - The Role of IMC in the Marketing Process ... direct channel of distribution B indirect channel of distribution C marketing intermediary D direct-response advertising medium E reseller channel A company can choose not to use any channel intermediaries

Ngày tải lên: 08/09/2017, 09:09

... demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively? A Market opportunities B Market segmentations C Marketing channels D Marketing-stubs ... current marketing conditions facing the company, its product lines, or its individual brands A Matrix analysis B Micro analysis C Situation analysis D Opportunity analysis E Competitive analysis ... declining or stagnant sales True False 17 Strong symbolic features and social and psychological meaning may be more important than functional utility for many products True False 18 Brand equity refers

Ngày tải lên: 08/09/2017, 09:09

... are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively? A market segmentations B marketing channels C marketing stubs ... available for consumption A Marketing channels B Marketing segments C Marketing facilitators D Marketing sectors E Marketing programs Marketing channels, the place element of the marketing mix, are "sets ... in high demand in American society In order to take advantage of such a demand, CL Foods manufactured and sold these food items locally In this scenario, the company is taking advantage of a

Ngày tải lên: 05/10/2019, 08:15

... are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively? A market segmentations B marketing channels C marketing stubs ... available for consumption A Marketing channels B Marketing segments C Marketing facilitators D Marketing sectors E Marketing programs Marketing channels, the place element of the marketing mix, are "sets ... in high demand in American society In order to take advantage of such a demand, CL Foods manufactured and sold these food items locally In this scenario, the company is taking advantage of a

Ngày tải lên: 05/10/2019, 08:15

... Event Marketing versus Event  sponsorship Event marketing • Company or brand is linked to Event sponsorship • Company develops an event, or a themed activity sponsorship relations with an is ... purchase decision attributes and contribute to the process and generate an immediate development and reinforcement of increase in sales brand identity • Build long-term brand preference • Help achieve ... retailers and declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of the consumer market Short-term focus and increased accountability Competition and clutter

Ngày tải lên: 16/01/2020, 04:07

... attract viewers’ attention and communicate an idea, message, and/or image Audio • Includes voices, music, and sound effects • Voiceover: Message is delivered by an announcer who is not visible ... advertising • Builds brand awareness and/or helps keep the brand name in front of consumers Teaser advertising • Builds curiosity, interest, and/or excitement about a product or brand by talking about ... Types of Informational/Rational  Appeals Competitive advantage appeal • Compares to another brand and claims superiority on one or more attributes Feature appeal • Focuses on the dominant traits of the product or service

Ngày tải lên: 16/01/2020, 04:09

... • Language Lifestyles Values Norms and customs Ethics and moral standards Taboos International Marketing And Promotional Decisions International Political/Legal  Environment International Marketing ... Global Marketing and Advertising  Global marketing: Using a common marketing  plan for all countries  Global advertising: Way to implement global  marketing strategy by using the same basic  advertising approach in all markets ... Company has only one or a few international agencies  handling all of its advertising  Company can use standardized advertising  Company wants a consistent image worldwide Copyright © 2014 McGraw-Hill

Ngày tải lên: 16/01/2020, 04:09

... Activities Involved in Developing the  Media Plan Situation Situation analysis analysis Marketing Marketing strategy strategy plan plan Creative Creative strategy strategy plan plan Setting Setting media media ... Advantages Disadvantages Newspapers • • • • • • High coverage and low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Reader controls exposure Can ... McGraw-Hill Education Media Characteristics Media Advantages Disadvantages Television • Mass coverage and high reach • Impact of sight, sound, and motion • High prestige • Low cost per exposure

Ngày tải lên: 16/01/2020, 04:13

... Education Communications Channels Personal  Personal  Channels Channels Personal  Selling Word of  Mouth/Mouse Print  Media Broadcast  Media Nonpersonal  Nonpersonal  Channels Channels Copyright ... Graphic •• Pictures Pictures •• Drawings Drawings •• Charts Charts Musical Musical Animation Animation •• Arrange­ Arrange­ ment ment •• Action/ Action/ Motion Motion •• Instrum­ Instrum­ entation ... the prior written consent of McGraw-Hill Education Basic Model of Communication  Viral marketing: Propagating marketing­relevant  messages with the help of individual consumers  Factors affecting success 

Ngày tải lên: 16/01/2020, 04:15

... 20 Marketing Plan  Describes overall marketing strategy and programs  for an organization and includes:  Detailed situation analysis  Specific marketing objectives with time­frame and  mechanism for measuring performance ... Education 19 IMC Planning Model Review of marketing plan Analysis of promotional program situation and the communication process Budget determination Develop integrated marketing communications programs ... of McGraw-Hill Education Integrated Marketing Communications  (IMC): Role in Branding Helps develop and sustain brand identity and equity Recognizes the need for companies to connect with consumers

Ngày tải lên: 16/01/2020, 04:15

... Humor Appeals Advantages and  Disadvantages Advantages Disadvantages • Aid with awareness and attention • Aid name and simple copy registration • Aid retention • Aid persuasion to switch brands • Create ... Person involved in communicating a marketing  message  Direct source ­ Delivers a message and/or endorses  a product or service  Indirect source ­ Draws attention to and enhances  the appearance of an ad Copyright ... May be especially  May be especially  useful for new  useful for new  brands brands •• Often used for  Often used for  brands with small  brands with small  market share market share •• Frequently use in 

Ngày tải lên: 16/01/2020, 04:16

... marketing mix B integrated marketing communications C the promotion mix D relationship marketing E the A's The central theme of the concept of _ is that all of an organization's marketing and ... elements and activities communicate consistently and in a unified manner with its customers A the marketing mix B exchange C integrated marketing communications D the promotional mix E relationship marketing ... consistency, and maximum impact A Marketing mix B Buzz marketing C Exchange D Integrated marketing communications E Promotional planning Which of the following statements is true about marketing? ...

Ngày tải lên: 20/03/2017, 10:56

... Understanding on Integrated Marketing Communication and the exploration of how Integrated Marketing Communication campaigns have been planned and developed by Vietnam Automobile ventures From analysis ... Selecting Communication Channels 33  Directed communication channel (Personal communication channels) 33  Indirect communication channel (Non-personal communication channels) ... analysis and comparisons, findings and implications are drawn; these can be references for automobile marketers and marketing communication agencies as implications to plan an effective integrated marketing...

Ngày tải lên: 25/12/2015, 17:24

... Brand Naming and Brand Name Theft 21–15 Ethical Issues in Sales Promotions • Sales Promotions  Manufacturer promotions directed at wholesalers and retailers and to consumers • Slotting Allowances ... reserved 21–3 Ethical Issues in Marketing Communications • Ethics in Marcom  Involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications  Honesty, ... Fears and Insecurities 21–12 American Association of Advertising Agencies’ Code of Ethical Standards • Ethical Code and Standards of Practice  Set lofty goals for the advertising industry and...

Ngày tải lên: 30/06/2014, 23:49

... FORXIGA communication process analysis 38 3.2.4 FORXIGA marketing and communication analysis 40 3.3 Conclusion from market research result analysis and analyses FORXIGA Marketing Communication ... results and managing integrated marketing communications The focus is on the steps which are used in designing the marketing communication material excluding budgeting and managing integrated marketing ... reasons behind the low performance and suggest a new marketing and communication plan for FORXIGA 3.2 Problem analysis: In this part, we analyze the brand awareness and brand association level of...

Ngày tải lên: 25/11/2016, 09:50

... advertising as a tool of Integrated Marketing Communication The research objectives are i To understand the importance of Integrated Marketing Communication ii To understand the importance of Online advertising ... products that satisfy customers” Integrated marketing communication (IMC) is an approach used by organizations to brand and coordinate their communication efforts The American Association of Advertising ... Kitchen and Schultz (1997) believe that integrated marketing communication has significant value for the organization, specifically in lowering costs and having greater control over the marketing communication...

Ngày tải lên: 19/12/2016, 12:20