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Describe integrated marketing communications

1. Marketing Communications

Describe Integrated Marketing Communications (IMC). Why is it so important in the 21st century for marketers to embrace this? What are some of the concerns of the marketer when it comes to creating an IMC approach via the promotional mix components of advertising, public relations, sales promotion, direct marketing, and personal selling?

2 Advertising Effectiveness

Select an advertisement to which you have recently been exposed. It can be in any paid communications medium, such as TV, radio, newspaper, or magazine. The ad that you select should be one to which others in the class can easily relate, such as Verizon’s “Can you hear me now?”

Evaluate the ad from a consumer perspective. Why do you feel the ad was created in the first place? What is the MESSAGE that the ad is attempting to communicate? What do you see as this ad’s major strengths or weaknesses? Do you think the ad was a success?

Discuss channels and distribution decisions in global market

Discuss channels and distribution decisions in global markets. Global marketing channels are becoming more important to U.S. companies seeking growth abroad. Manufacturers introducing products in foreign countries must decide what type of channel structure to use-in particular, whether the product should be marketed through direct channels or through foreign intermediaries.

Marketers should be aware that channel structures in foreign markets may be very different from those they are accustomed to in the United States. Global distribution expertise is also emerging as an important skill for channel managers as many countries are removing trade barriers

1. Go to the World Trade Organization’s Web site at www.wto.org. What can you learn at the site about how globalization affects channel management and other aspects of business?

Discuss how consumers evaluate alternatives

Scenario 1: You are the marketing manager for the firm of your choice responsible for developing the tactical and strategic marketing plan. You are also responsible for the successful implementation and evaluation of the plan and have full P&L responsibility for your product/service line.

Scenario 2: You are the owner of a small to mid-sized business. You are currently developing your marketing plan for the upcoming year. The marketing plan will include both the tactical and strategic plan elements. You will also discuss the implementation and evaluation of the strategic marketing plan.

You will answer the following:

Summarize your selected scenario and details about the firm and/or product line.

Assess which of Michael Porter’s basic strategies you will use to market this product and why.

As you know from your reading, consumers have different product needs and use products differently. Segmentation seeks to group different demands and needs into clusters with similar demand patterns. Using the dimensions of market segmentation, determine and defend which markets you will target with your marketing plan. Outline your target market in detail.

Justify the stages in the consumer decision making process for your selected product or service. Be sure to discuss how consumers evaluate alternatives and what mediums they use in the information search stage.

Conduct research to determine where improvements should be made to your product or service line. Discuss these improvements and the estimated cost in developing and launching these enhancements. This could be a product line extension, a service improvement, new packaging, Web site enhancements, etc. The purpose of this element of the marketing plan is continuous improvement. You should justify the need of these enhancements based on your research, such as a review of the competition, feedback from customers, or a review of the marketing environment.

Submit a 4- to 5-page paper written in APA format; including a minimum of three peer-reviewed articles justifying your explanations.

Prepare an integrated marketing communications plan

Topic: IMC Plan

Detailed Question: Prepare an Integrated Marketing Communications (IMC) plan that logically and cohesively addresses the critical elements of IMC for a product you select. The product can be existing or fictitious. The point of the exercise is the IMC plan itself, not the product. Don’t spend an inordinate amount of time on the product aspect. The product needs to be described sufficiently so that the reader can understand that the IMC plan in the context of the product. For example, you do not want four pages on the product description and three pages on the plan. One page on the product is probably sufficient. You are not selling the product to the reader. You are selling your plan so the focus is on making it logical, keeping the message consistent, and explaining why the elements of your plan will work to effectively with respect to reaching and influencing the consumer/end user.

Your audience is the VP of Marketing, not the consumer. Keep this in mind as you write your plan.

The Integrated Marketing Communications Plan should include why and how you integrate the following elements of the promotion mix:

Advertising

Promotion

Public Relations

Personal Selling

Challenges in addressing time and stress issues

Supervisors often identify time and stress management as important issues that can get neglected if not made a point of focus.

If you found yourself in a supervisory position, what type of routine or best practice would you put into place to handle these responsibilities?

Do you see any special challenges in addressing time and stress issues?

What role will your personality as well as the personalities of employees play in handling time and stress management?

Describe the six generational microcultures in the u.s.

1. You are a business consultant specializing in handling consumer complaints. Suggest some guidelines that hotel employees should follow when responding to consumer complaints.

2. Define consumer refuse. List the disposal alternatives available to consumers. Which alternative do you use most often?

3. Define evaluative criteria and determinant criteria. Identify the determinant criteria you used for a recent purchase.

4. Describe the three major decision-making perspectives. Describe a purchase decision you or your family made that illustrates a combination of these perspectives.

5. Name and describe the four types of shopping activities. Give an example of each based on your personal shopping experience.

6. Describe the six generational microcultures in the United States.

Principles of the crisis and emergency risk communication

Describe the principles of the Crisis and Emergency Risk Communication (CERC) Model. Relate the CERC principles to the stages of a crisis by discussing how the CERC principles can have an impact during the Chronic stage of a crisis.

What is the key concept of Sandman’s High Hazard/High Outrage type of risk communication? How should an organization best act and communicate in this type of crisis? What type of messages should they send?

Explain the role of trust in risk and crisis communications. Why are expressing empathy and honesty so important?

Explain the Risk Perception Model. Discuss at least three risk perception factors and how those factors impact the audience’s perception of the crisis. Provide examples.

Describe the motivation of the target consumer

Dominos pizza:

1. Develop a demographic profile of the Domino pizza customer :

Age
Income
Occupation
Education
Lifestyle (activities, interests, opinions)

Describe the motivation of the target consumer. Why is the consumer buying the product? What external forces will influence the target consumer as he or she considers the purchase? For example, will the consumer’s culture or subculture or family affect the purchase decision? How?

Describe the consumer’s typical consumer purchase decision process? What is the likely process a consumer will go through in making the decision to purchase the product?

Examine various qualitative and quantitative analytics

Every company, regardless of size, will require the use of tools to determine the performance of their Web site. In order to apply the concepts of using these tools, complete the two part assignment below. In this assignment, you will focus on qualitative and quantitative analytics and you will analyze how each plays a role in the analysis of the performance of a Web site.Every company, regardless of size, will require the use of tools to determine the performance of their Web site. In order to apply the concepts of using these tools, complete the two part assignment below. In this assignment, you will focus on qualitative and quantitative analytics and you will analyze how each plays a role in the analysis of the performance of a Web site.Using the Internet, select a retail website and complete the following:
Part One – Conduct Research
• Examine various qualitative and quantitative analytics.
o For each category of analytics, create a scenario where the category of analytics would be more valuable for decision makers. Consider adjusting the landing page against determining what promotion to use.
o Conduct an Internet search for a report that compares different analytics tools. The report must not be more than three years old.
o Analyze the selected report
Part Two: Develop Report
Create a comparison table and 1 – 2 page report that includes the following:
• Advantages and disadvantages of the analytics tools
• Similarities and differences between the analytics tools
• Support your comparative analysis of the analytics tools with appropriate examples and scholarly references.

Discuss departures from the marketing plan

Assignment:

Your team will create the Final Report to the Board (1,000-1,250 words), which will be a written summary of performance. The Report to the Executive Board should include the following components:

1- Review your financial and market performance during the second year. Highlight the key features of the business plan that was presented to the venture capitalists: Brand Strategy, Pricing Strategy, Advertising Strategy, and Sales Channel.

2- Assess your business strategy and performance during the second year.

3- Compare actions taken in regard to the marketing plan.

4- Discuss departures from the marketing plan, justification, and outcome.

5- Review significant events that affected the company or market.

6- Assess your current situation and the market (What are your firm’s strengths and weaknesses?)

7- Summarize how you have prepared your firm to compete in the future.

8- What were the lessons learned and recommendations?

Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

You are required to submit this assignment to Turnitin. Refer to the directions in the Student Success Center.