Professional Application - Essay Example

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Professional Application

Various communication objectives were provided and the research analyzed the targeted market. The research provided the major selling ideas and also included the key benefits. Lastly, the researcher included a brief conclusion, which was a short summary of the research paper. Professional Application Introduction Steve Madden, which is a recognized footwear brand, faces challenges that need to be addressed in the integrated market communications (IMC) campaign. The choice of a product promotional blend requires an effective communication to the target market or audience; thus, it should be integrated well in the communications strategy since there are a number of techniques available in the market. Barger and Labrecque (2013) attempted to reveal the significance of integrated marketing communications as a marketing strategy for increasing organizational sales; hence implementing communication objectives is imperative. The paper has analyzed critical issues facing Steve Madden and revealed what needs to be addressed in the new campaign. Part 1: Background Analysis There are various critical issues facing the company, which need to be addressed in the IMC campaign. One of the main fascinating problems in many companies is the implementation of communication messages, which is poorly done by most marketers. ...Show more

Summary

Professional Application Name: Lecturer: Institution: Course: Date: Abstract The research paper analyzed critical issues facing Steve Madden Ltd. and revealed various issues that need to be addressed in the IMC campaign. The researcher also identified critical challenges including economic, competition and communication ones…
Author : lyla21
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However, the company is under threat from various entrants in the market such as BCBG that competes along the same lines as Steve Madden making points of differentiation less visible. Also, competitors such as Nike represent an untapped segment for Steve Madden- that of athletic and sport wear.
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Introduction Steve Madden is a well-known footwear brand that has a wide presence in the retail markets of Houston. The company has a strong physical presence in the retail footwear industry of Houston and also conducts business in the online mode to sell its footwear products.
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It also identifies critical challenges including economic, competition and communication. The paper discusses some of the communication objectives and campaigns that categorize target audience in terms of demographic, geographic and psychological factors.
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Integrated marketing communication helps to exploit various platforms of media to market the products and services and reach wider database of customers. The Steve Madden Footwear would be using three different platforms: television advertising, sponsorship and social media to market its products.
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