The Concept Of Integrated Marketing Communication Marketing Essay

The Concept Of Integrated Marketing Communication Marketing Essay As defined by the American Association of Advertising Agencies, integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan (Elliott, 2012, P:491). Integrated Marketing Communications, on the one hand, covering advertising, promotion, public relations, direct marketing, CI, packaging, media and all other dissemination activities put into the scope of marketing activities. On the other hand, to enables enterprises are unified dissemination of information communicated to the customer. Its central idea is based on business communication with customers satisfied the value of customer needs as oriented to determine the enterprise unified promotional strategy and coordinate use of various means of communication. Performing the advantage of the different communication tools in order to enabling enterprises achieve promotional low cost and impact of high-strength form promotional climax. Most national brands us e all parts of the mix, each in proportion to the needs of the product. Cereal makers, for example, concentrate most efforts and money on advertising and sales promotions, such as coupons. Other products call for different mix ratios, with some mix components completely eschewed. In addition to these key promotional tools, the marketer can also use other techniques, such as exhibitions and product placement in movies, songs or video games, which have been growing in popularity in recent years. Before proceeding any further, however, it is important to stress that promotional mix decisions should not be made in isolation. As we saw with pricing, all aspects of the marketing mix need to be blended together carefully. The promotional mix used must be aligned with the decisions made with regard to product, pricing and distribution, in order to communicate benefits to a target market. From the facts of the case study, Pepsi used a new approach in its marketing communication. Pepsi holds the number one, third and fourth position among music, overall position among all companies, and entertainment channels. It gives a significant contribution on the music channels with 12.81% share of coverage and holds the first position in that category. It has the third position on the whole TV media with overall 4.29% share of coverage, the effectiveness of which is reported in reduction by researchers (Kotler Keller 2006, p.576). Similarly, it comes at number fourth on entertainment channels. Overall, these new media win the trust of consumers by connecting with them at a deeper level. Meanwhile it increases sales and bringing a better brand and corporate image for Pepsi. Marketers are taking note of many different social media opportunities and beginning to implement new social initiatives at a higher rate than ever before. Social media marketing and the businesses that utilize it have become more sophisticated. In order to maintain the vitality of enterprises, marketers should be flexible and effectively change the media habits of customers so as to maintain the brand fresh and attractive Q2. How effectively has Pepsi integrated digital and traditional media for the promotion of their products? Provide examples of digital media used. Nowadays millions of consumers converse on a daily basis in online communities, discussion forums, blogs and social networks. They turn to the Internet to share opinions, advice, grievances and recommendations. It has been said that traditional media is losing its face value and that the Internet is a fad and digital only applies to the millennium generation. While that may seem true, if you want to stay on the innovative cusp for your business, use both traditional and internet media marketing and here are some reasons why: 1. Online conversations can power or deflate a companys brand. 2. Discover specific issues that are being discussed around your company, brand or organization and create feedback to these issues. 3. There may be events, trends and issues that may be influencing industry and brand buzz. 4. Measure how your online and offline marketing campaigns resonate with consumers. 5. Leverage word-of-mouth to drive brand credibility, and ultimately sales if you use face-to-face marketing, Internet Marketing, Search Engine Optimization Strategy, and Social Media Strategy correctly. People are more tend to communicate through both word-of-mouth and social media when they are engaged with the product, service, or idea. This engagement may come naturally for supporters of causes, political candidates, and trendy new technological products. However, it can also be creatively stimulated for products and services which generate less psychological involvement of customers. For example, Pepsi (2008) uses its Pepsi Stuff online customer loyalty program to engage consumers by enabling them to redeem points for MP3 downloads, television show downloads, CDs, DVDs, electronics, and apparel. Campaign participants are also allowed to participate in sweepstakes drawings for larger prizes, such as home theater systems and trip giveaways. Coca Cola (2008) has a similar campaign entitled My Coke Rewards. According to Nielson research, TV users watch more than ever before (an average of 127 hrs, 15 min per month) and these users are spending 9% more time using the Internet (26 hrs, 26 min per month) from last year. Approximately 220 million Americans have Internet access at home and/or work with a growing number using the Internet for research and social media. Knowing this research, traditional media entertains and communicates to a mass audience whereas digital media entertains, communicates with, and engages the individual. The benefits of digital media can be highly measurable and marketers can often see a direct effect in the form of improved sales in addition to establishing a direct link with the consumer. This can also be cost effective. However, the pitfalls of digital marketing can be that the medium is new, constantly changing and evolving with results that vary. Digital media is known as digitized content (text, graphics, audio and video) that can be transmitted over the Internet. Recently, Pepsi immensely interest in digital and social media. PepsiCo has put more energy and financial resources for digital media, and nearly one-third of the companys budget has been used in the digital realm. But Pepsi still can not ignore the power of traditional media. Traditional media has a higher degree of trust than the electronic media. On the content, traditional media will be further description of the relevance directed on big news events and enhance the audience to participate in the interactive feel of the news events. This is the new electronic media can not match. Q3. How might Pepsi measure the effectiveness of its new campaign? Provide examples. Basically, relatively simple measurements are used by marketers to gauge the effectiveness of its promotional or advertising campaigns. These are mainly reflected in the aspects of product, price, promotion, consumer feedback. Meeting its objectives is the best measurement of a campaigns effectiveness of its ability. From the case study, Pepsis objectives could be: To enable a company to control its marketing plan. To help to motivate individual and terms to reach a common goal. To provide an agreed, consistent focus for all functions of an organization. All objectives should be SMART i.e. Specific, Measurable, Achievable, Realistic and Timed Specific- Be precise about what are going to achieve Measurable- Quality your objectives Achievable- Are you attempting too much? Realistic- Do you have the resource to make the objective happen Time- state when you will achieve the objective? Marketing Share Objectives To gain more market for soft drinks industry 2. Profitability Objectives To achieve more return on capital employed 3. Promotional Objectives To increase awareness of the product on the market. 4. Objectives for survival To survive the current market war between competitors. 5. Objectives for Growth To increase the size of the worldwide Coca Cola enterprise. Generally, Pepsi could use the following to measure the campaigns effectiveness: Stimulate an increase in sales Remind customers of the existence of a product Inform customers Build a brand image Build customer loyalty and relationship Change customer attitudes Marketing efforts that are ineffective are a drain of time and money for the company; by evaluating each strategy, companies can pare down a marketing plan to the most powerful parts. For the most efficient marketing plan, conduct a review of the marketing strategy periodically throughout the year. Begin each new effort by building in monitoring mechanisms that will make the evaluation process a natural part of each marketing campaign or activity.

Courtroom Players Response Essay

In the courtroom there is a group of key players that work together on a daily basis. They are made of a group of professionals. These professional are those who know all aspects of a criminal trial and they work together in performing the duties of the court. The courtroom work group is all of the professionals that participate in a court proceeding. They include the judge, prosecuting attorneys, defense attorneys, public defenders and any other individuals who earn a living by giving service to the court. These individuals act together with a common goal of bringing any and all court room proceedings to a successful close. Each of professional in the courtroom work group has it’s own duties. The prosecutor is responsible for presenting the states evidence and preparing the states case against the accused. It is up to the prosecuting attorney to determine which cases should be pursued and which to let the charges drop. The prosecutor makes these decisions based on a variety of criteria. They will look at the evidence against the accused, the crime itself, the history of the accused as well as many other factors. If the criteria where more strict which would end up in fewer cases being prosecuted, the court would be less crowded for time but there would be more criminals on the streets going unpunished. On the other hand if they were too loose, there would be a risk of more innocent people being charged with crimes they didn’t commit and an already overtaxed court system becoming completely bogged down. I would not really recommend any changes in the court system that we have now. I understand it is not a perfect system but it is better than many and it has the right goals in mind. Reference: Schmalleger, F. (2011). Criminal justice today: An introductory text for the twenty-first century (11th ed.). Upper Saddle River, NJ. Pearson Prentice Hall.

The Organization Of Shine And Its History And About Public...

Gwen R. Manzo 701 Assessment 1 Government Role Analysis Governance Role Analysis INTRODUCTION In this paper I will talking about the organization of Shine and its history and about Public Health Association in New Zealand and also how they work as an organization here in New Zealand. It is important because they both working in different ways like for Shine they help thousands of adult and child victims of abuse, family violence and any kind of domestic abuse and they also have training for professional to effectively intervene and give support to those victims of abuse while on the other hand is the Public Health Association which is a voluntary association that take the responsibility of promoting public health and regulate public policy. I will also discuss the 3 component responsibility in the areas of governance roles in health organizations. According to Chester Bernard an organization is a system of consciously coordinated activities or efforts of two or more persons. It implies a formal planning, division and leadership. BODY Shine was established in 1990 and was known to be New Zealand’s huge domestic abuse charity certified by the Charities Commission. They provide a range of effective and practical innovative services to achieve their mission in stopping domestic violence in New Zealand. They help thousands of adult and child victims of violence every year to turn out into a safe and stay safety through their frontline services. Shine works in partnership withShow MoreRelated Why Do Labor Unions Matter? Essay1600 Words   |  7 Pagesworkplace objectives. The rise of the union came about after the Civil War- responding to the industrial economy. Surprisingly at the least unions became popular within the 1930-50’s and began to slowly decrease, starting in the 1960’s on to today. Although, the popularity of labor unions has decreased, its importance remains to be evident with politics, journalism, auto, and the public education industries. 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Southern Gothic in A Rose for Emily - Free Essay Example

Sample details Pages: 1 Words: 395 Downloads: 9 Date added: 2019/04/15 Category Literature Essay Level High school Tags: A Rose For Emily Essay Did you like this example? Southern Gothic. A genre within Gothic literature with many presences of irrational, horrific, and transgressive thoughts. In the short story A Rose for Emily by William Faulkner is a strong example of what Southern Gothic literature is. Don’t waste time! Our writers will create an original "Southern Gothic in A Rose for Emily" essay for you Create order In A Rose for Emily, the story is about the life of Emily Grierson, telling about the death of her dad, and her being trapped from dating and being in the real world up to her dads passing. Emily gets visited by the aldermen of the antebellum South, for not paying her taxes on time. They also talk about her friendship with homer, who disappears in during the short story. Eventually near the end of Faulkners story, Emily Grierson dies leaving the townspeople to discover the bridal tomb. Faulkners short story wouldnt be known as American Gothic because it does t include little details in the setting. In American Gothic, you would see cathedrals, mansions, regular houses, and many churches. While American gothic seems more up to date, A Rose for Emily is Southern Gothic because of its setting of plantation homes, old and being very run down. It was big, squarish frame house that had once been white, decorated with cupolas and spires and scrolled balconies in the heavily lightsome style of the seventies. Describing the features of the plantation home (517). In the South during this time, there was also plantation homes for the many families that owned slaves. A Rose for Emily may also fall under the topic of Southern Gothic because of the amount of death talked about in the story. Within the story Emilys dad passes, Homer dies, and eventually Emily ends up dead. When Miss Emily Grierson died, our whole town went to her funeral: the men through a sort of respectful affection for a fallen monument. Talking about the death of the main character, Emily (517). In A Rose for Emily there is many times where death is mentioned, like the death of her father, death of Homer and th e death of Emily herself. In the short story, A Rose for Emily by William Faulkner, is a strong example of Southern gothic by creating a good setting of the South and also bringing in the dark, gloomy and transgressive thoughts of Gothic Literature. Faulkner also includes in his short story the death of many and the story behind how mortal the characters were.