Marketing communications lecture notes,market niche strategy ppt,animation software for pc - Review

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In assessing the collective impact of an Integrated Marketing Communications program, the overriding goal is to create the most effective and efficient communications program possible. Your marketing plan is executed by using the tactical elements of the Marketing Communications, or Promotions Mix. The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives. Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service. When deciding upon your unique marketing communications mix, you should also consider the Product Life Cycle. Next let's briefly walk through each of the various parts of the marketing communications mix.
This Website may not be reproduced, in whole or in part, in any form without prior written permission. The idea of integrated marketing communications developed in the late 1980s, but as marketing strategies gained sophistication, the concept gradually evolved. The Journal of Integrated Marketing Communication has a similar definition, which focuses on different aspects.
Many business owners measure success by their ability to attract new clients, but the ability to maintain the loyalty of existing clients is even more important. Since client-centered companies are always listening to consumers, they usually develop products that people actually want to buy, with features that clients say they need. The second part of listening tells you where your prospective customers “hang out.” Some will spend most of their time online, while others fall into the television addict category. Tracking the success of your promotions, either with sophisticated metrics or analytics, or by simply asking “where did you hear about us,” lets you determine your strongest marketing channel. The stronger your brand identity, the easier it is to market it across a variety of channels.
A successful integrated marketing communications strategy has an overwhelming need for synergy. Lisa Marie Mercer is a widely published writer, whose work includes topics such as travel, skiing, expat lifestyle, fitness and social media.
Integrated Marketing Communications can be defined as “a communication process that entails the planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeted customers and prospects” (Shimp, 2010, p.10). The integration of all marketing efforts is necessary, due to the fact that the core meaning of the brand need to be stressed by each individual marketing technique. It needs to be stressed that Integrated Marketing Communications is not just a buzzword or a management fashion. I want to chat about two different approaches to marketing communications and give you five tips on how to improve your communications. For me “marketing communications” covers absolutely everything you say to your customer – your emails, your direct mail, your website copy, your sales pitch, your slide presentation, your YouTube videos, your local newspaper advertising, the images you use in your status updates and tweets, your blog posts…you name it and it is ALL marketing communications. What is this?   It is the method used to craft communications that fall flat…just like hitting a brick wall.  It can hurt.
Typically, the copy is dull and dulling with a focus on product or service features.   Instead of presenting an enticing end result, you try to convince (aka sell) your customer on the abilities of your product or of you to perform.


She’s a talented and very experienced interior designer.  She magically transforms ugly rooms into functioning works of art.
Any visitor to her website would have left immediately because the site did absolutely nothing to stimulate, tempt or tantalize anyone into taking any action.  Just a big brick wall. Instead of the hard impenetrable brick wall, your customers feel a verbal caressing – one that makes them want to take action. The interior designer put together the copy for her website thinking her potential customers wanted to be certain she was a skilled designer and that she worked with them to create rooms that were tailored to their needs.  After all, this is what she does.
The most common mistake in marketing communications is to think potential customers want or need to know something about YOU or your product. They want to buy from the person who delivers that something special to the buying experience. The best place to start is with your Buyer Persona.  Nail that down and you’ll have all of your answers. Do you tug at their hearts, their ego, their desires so they can’t resist when you describe the end result? 5.  Am I selling a product or service or presenting the fulfillment of my customer’s wants? Am I selling a vacation rental with so many beds and baths or presenting a memorable experience that will last a lifetime?
Am I selling children’s books or presenting an opportunity for some quality time with one so dear?
Am I selling an online training program with so many modules or presenting an opportunity to gain mastery in a specific area? You get the idea.  Stop selling and start presenting and all of your marketing communications will start delivering you far better results.
Sheila HibbardSheila Hibbard takes the fluff, hype and confusion out of marketing and social media.
Receive Free weekly updates, tips and techniques to grow your business.  Fill in the information below and look for Marketing Action in your inbox. Posted in Communications and tagged communications, customers, marketing, marketing communications, Website. An information packed e-course that will get your social media efforts moving in the right direction for your business.
The following six criteria can be used to help determine whether communications are truly integrated. In fact it is one of the 10, primary components of any integrated marketing communications strategy. Client-centered business owners understand that “communications” is the essential keyword in integrated marketing.
Once they determine the requirements of their potential clients, they create the appropriate product.
Another subset of people takes public transportation, and is constantly exposed to billboard advertisement.
Savvy marketers know how to leverage the strengths of one marketing channel, in order to offset the weaknesses of another.
Every type of communication must sing in a single voice, which harmonizes with your brand identity. Thanks to social media, you can stress the need for consumer education in a TV, print or billboard ad, then make a call to action, advising clients to go  your website, and listing your URL.
As the sponsor of an event, you will be allowed to hang your banner, and give out company literature.


She lives in Uruguay, with her husband, where they perform social media management for expats businesses, and for businesses around the world. The formulation of an effective brand core meaning has significant positive contribution to the growth of the business. On the contrary, “Integrated Marketing Communications  is not a fleeting but rather has become a permanent feature of the marketing communications landscape around the world” (Shimp, 2010, p.9). She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media.
Coverage is the proportion of the audience that is reached by each communication option employed, as well as how much overlap exists among communication options. Contribution is the inherent ability of a marketing communication to create the desired response and communication effects from consumers in the absence of exposure to any other communication option. Commonality is the extent to which common associations are reinforced across communication options, that is, the extent to which information conveyed by different communication options share meaning. With any integrated communication program, when consumers are exposed to a particular marketing communication, some consumers will have already been exposed to other marketing communications for the brand, whereas other consumers will not have had any prior exposure.
Evaluations of marketing communications on all of these criteria must be weighed against their cost to arrive at the most effective and efficient communications program. As such, companies that use integrated marketing communications plan interactive strategies across all of their marketing platforms. An integrated marketing communications strategy would focus the advertisements in the places where customers are most likely to seem them. For example, a start-up with a limited marketing budget might not be able to afford a full page ad in the local paper. Instead, their integrated marketing communications plan would involve purchasing  a smaller ad that features their distinctive logo and slogan, then set up social media pages with said logo and slogan.
This implies that all of your marketing tools, including advertising, event sponsorship and social media pages must coordinate with your brand identity. Given the expense, it is best to use an integrated marketing communications strategy to inform customers of your sponsorship. In other words, to what extent do different communication options reach the designated target market and the same or different consumers making up that market?
How much does a communication affect consumer processing and build awareness, enhance image, elicit responses, and induce sales? The consistency and cohesive-ness of the brand image is important because it determines how easily existing associations and responses can be recalled and how easily additional associations and responses can become linked to the brand in memory.
Complementarity relates to the extent to which different associations and linkages are emphasized across communication options. Newspaper articles, television news, magazines and blog posts by others all constitute earned media. Different brand associations may be most effectively established by capitalizing on those marketing communication options best suited to eliciting a particular consumer response or establishing a particular type of brand association. Unlike other insurance companies, they do not mention strife or calamity, because humor is essential to their brand identity. If you do something unique with your business, or if the history of your business is particularly interesting, you might earn media coverage. Then, you can use quotes from the media source as integrated marketing communications examples in your advertisements, and on your social media pages.



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