Integrated marketing communication is the process of developing and implementing various forms of persuasive communication programs with customers and prospects with a view to influence and directly affects the behavior selected market audience (Percy, p. 6). IMC refers to a careful coordination of various promotional messages including traditional advertising, sales promotions, personal selling, event marketing, public relation etc for marketing a particular product or service with a basic objective of maintaining consistency in information to be conveyed to the prospective customers. Yeshin (p. 14) emphasized that the underlying requirement of integrated marketing communication is to ensure maximum consistency in message being communicated to the public as it forces all aspects of communication programs to deliver a single-minded and unified message to the audience. Weiss stressed that the marketer needs to have graphic consistency and message consistency throughout every communication emanating from his organization. Integrated marketing communication is a strategic tool that helps a marketer plan, design and develop coordinated, systematic and measurable brand communication program with customers, employees and other important stakeholders to ensure short term financial benefits as well as long term brand value. Marketing mix and IMC In an attempt to prepare an IMC project for Zamda motors, it is worth explaining the concepts of marketing mix to illustrate how various marketing elements of the company are coordinated. Traditionally, the marketing mix comprises of four marketing elements; product, price, place and promotion. Many literatures have suggested adding people, process and physical evidence (Palmer, p. 259). IMC is related to the promotion mix of marketing mix. Promotion, the fourth element of marketing mix, consists of five sub-elements; they are advertising, consumer promotions, personal selling, direct marketing and public relation. While planning for an effective marketing communication program, it is highly important to consider evaluating all the four marketing mix and sub-elements of the company in order to carefully coordinate the message to be conveyed to the targeted audience.
This report describes the marketing perspectives of IMC and examines the pragmatism of the IMC strategy for Zamda’s new market project with proposed budget and plan. Zamda has long been lagging behind the major market players Honda and Toyota, but the company hopes to improve its market performance with the IMC program…
The designed questionnaire was taken to the chosen set of respondents who were necessarily consumers who had purchased an Apple product. In response to a question on the main aspects that influences brand evaluation by the customers it was observed that the main aspects that influences them.
In this regard the aspect of customer relationship management has gained widespread importance among the business organizations towards maintaining a cordial relationship with their existing customers. Organizations are leveraging the benefits of information technology to maintain favourable relationships with their customers.
Integrated Marketing Communication (IMC) is one of the major tools that marketers cannot overlook if they are focused at retaining a strong positive customer-product relationship. Based on the need to expand their market share and put at bay their competitors, UK based advertising agencies have in the last decade of the twentieth century emulated IMC as a competitive advantage.
This concept has become well known since the latter half of the 1950s and is rising in importance since then all across the world. IMC provides vast scope to the companies in their different aspects of business operation. Companies operating both domestically and globally are adopting the process of IMC and integrating them into the business policies of their companies.
Hence "the reality is that when you build the world's best mousetrap, customers don't naturally come knocking at the door." A product or service whether it is provided by a private or public service organization needs to market it and marketing needs marketing communication for it to succeed.
It has been found that the marketplace for children will be a difficult one to gain a foothold in, with such a fragmented marketplace and many competitors having already strongly established. However the 'Larry the fun Koala' campaign will have an edge. It will directly market the idea of both the educational side of books and also the value of spending time with your child.
More than 32 millions passengers flew in British Airways in the year 2009-2010 (British Airways, “Annual Report 2008/2009”).
The company’s aim is to provide delighting experience of the service and accomplish the target both in-flight as well as on the
s unique features which are lacking in other automobiles and provide them with constant support to help them remain engaged while they are making their mind. Maintaining consistency in marketing messages through an integrated marketing communication mix in the modern period of
I often receive a lot of emails and I treat them as junk mail or spam. Usually, I do not want to open unsolicited emails. However, with the internet boom, I think viral marketing is becoming an effective marketing communication tool. The incentive
The owners of the organization and the managers have to make a decision on the dilemma about whether to internalize the TV show and the competition, which involves issues of funding. Marketers and employees also
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