Integrated Marketing Communications - Term Paper Example

1. Any organization indulging in advertising campaign must have a strong message to attract s. This message which must instantly capture the imagination of the customer should convey the essential qualities upon which its products / services are built. As humans, we associate certain animals with certain unique characteristics. For example, a dog is associated with faithfulness and an elephant with strength. Using a non-human character therefore creates an immediate association of the quality we identify it with and this creates a stronger impression in the mind of the customer. Also, a non-human character is more likely to attract attention of the watcher in the first place! The identification of a human with an animal is a common literary theme and the relationships with animals are used to symbolize key passages in a child’s life like integration into the society upon saving an animal from a bad situation (Lerner, Kalof, 1999). The animal double also portrays a character’s abuse of animals as the result of abuse he or she has experienced. Animals are also symbolized as loved one, as savior, as threat, as a tool, as victim, as sex object, and as an object of wonder. Animal characters may make serious products like insurance less drab and at the same time add humor and lightheartedness to otherwise common product (Inglessis, McGavock & Korzenny, 2007). Use of non-human character may not be appropriate for every category but it positions the product and differentiates it from competitors. References: Inglessis, M. G., McGavock, H., & Korzenny, F., (2007), Advertising to Hispanics: What the Ads Say, Center for Hispanic Marketing Communication, 08 June 2007 Lerner, J. E., & Kalof, L., (1999), THE ANIMAL TEXT: Message and Meaning in Television Advertisements, The Sociological Quarterly, Volume 40, Number 4, pages 565486. 2. Innovation is essential to convert the dream to into a marketable product. Innovation directs the leader to set challenging targets (Zien & Buckler, 1997). If marketing personnel are involved, the innovation will respond to either user needs or to competition (Moenaert & Souder, 1990). Innovative products have been found to be successful if marketing personnel are involved than those developed by the research and development department or the top management. Marketing communications theory which suggests that it is not enough to listen to the customer, it is essential to understand the customer (Olorunniwo, Hsu & Udo). If the product uses some new technology demand is definite to be created (Ettlie & Subramaniam, 2004). Every step has to be integrated and creating a demand would require a stepwise process involving information acquisition activities and evaluation points. Once the user needs have been identified it would be easier to create demand. The company should also be prepared to face environments that shift from stable to unstable or in other words the company should be able to adapt the innovative approach to changing circumstances ((Ettlie & Subramaniam, 2004). Products life cycles are shorter and innovation is a necessity in the turbulent market rather than a strategic option. Hence word-of-mouth publicity (WOD) is an uncontrolled form of communication and has a stronger influence on brand attitudes. WOM communications are important source of information for service consumers before they start patronizing the brand. At the same time, negative WOM and publicity can also adversely affect the brand (Grace & O’Cass, 2005). Advertising should reflect the changing needs which would immediately be effective in creating demand for the new product. References: Ettlie, J. E., & Subramaniam, M., (2004), Changing Strategies and Tactics for New Product Development, J PROD INNOV MANAG 2004;21:95–109 Grace, D., & OCass, A., (2005), Examining the effects of service brand communications on brand evaluation, Journal of Product & Brand Management 14/2 (2005)106– 116 Moenaert, R. K., & Souder, W. E., (1990), An Information Transfer Model for integrating marketing and R&D personnel in new product development projects, J PROD INNOV MANAG, 1990:7, 91-107 Olorunniwo, F., Hsu, M. K., & Udo, G. J., (2006), Service quality, customer satisfaction, and behavioral intentions in the service factory, Journal of Services Marketing 20/1 (2006) 59–72 Zien, K. A., & Buckler, S. A., (1997), From experience dreams to market: crafting a culture of innovation, J PROD INNOV MANAG, 1997:14, 274-287 3. According to Schultz, integrated marketing communication planning process involves developing and implementing various forms of persuasive communication programs with the customers and the prospects (CIA, 2001). The program should ultimately influence or directly affect the behavior of the target audience. Marketing communication should reach a range of stakeholders and other players peripheral to the target market and which influence the business success (Clulow, 2006). The four major marketing communications mix according to Kotler are advertising, personal selling, sales promotion and public relations. Intensive selling is the most important marketing communications factor (Avlonitis & Papastathopoulou, 2000). Based on this, the first step in the planning process involves developing the goal or the objectives and strategy (CMC, 2006). For instance if a firm wishes to focus on direct selling, all their efforts would be in alignment with the objectives. Then the target market has to be defined and the communications objective set. Communications objective should not be to achieve a certain amount of immediate sales. Innovative products require a certain amount of market penetration before sales can be achieved. Hence immediate sales would be a wrong strategy. Besides, communications objective is not just to bring back old customers but to generate new customers or prospects. The strategy should be creative and the concepts clear. After this the population base has to be determined and the strategy for media channels to be employed. The most important step in IMC planning process is defining the target market which involves understanding the customer and their needs. This requires gender-wise segregation and understanding their responses to marketing communications. A communications strategy can fail if the target market ahs not been defined properly as the communications objective rest on this. References: Avlonitis, G. J., & Papastathopoulou, P., (2000), Marketing communications and product performance: innovative vs non-innovative new retail financial products, International Journal of Bank Marketing 18/1 [2000] 27-41 CIA (2001), Integrated Marketing Communications, 08 June 2007 Clulow, V., (2006), Futures dilemmas for marketers: can stakeholder analysis add value? European Journal of Marketing Vol. 39 No. 9/10, 2005 pp. 978-997 CMC (2006), Marketing Situation Analysis, 08 June 2007 4. Sales promotion can be defined as a variety of techniques designed to induce purchasers to buy more. These techniques or offers could be in the form of value or benefits beyond those offered by the product purchased (CSP, n.d.). The objective of sales promotion is to introduce new products, retain the existing customers and generate new ones, maintain sales of seasonal products and meet challenges posed by competitors. Sales promotion tools include free samples, bonus offers, exchange schemes, price-off offers, scratch-and-win offer, and money-back-offer amongst others (Business Studies, n.d.). a good sales promotion should generate sales for the company at the same time give more value to the customer, create confidence about the brand, product and the company and raise the standard of living. Collecting coupons against purchase of products is a smart way to promote sales. Each purchase carries a coupon and against a certain number of coupons some offer awaits. Coca-cola started giving out coupons against 12-can packages of their products including Coca-Cola, Diet Coke, Coca-Cola Zero and Full Throttle (Canadiens.com, 2006). Each 12-can pack had a $20 saving for the white or grey level ticket for the Canadien Games. Only one discount ticket was permissible against one ticket so if a family was interested in buying tickets for the games, they would by as many 12-can packs of Coca-cola. The wrapper too carried $5 discount and this was available at all convenience stores. This boosted the sales of Coca-cola against competitors as those keen for the games bought as many packs. They got the drinks and the $25 discount that came along with it. References: Business Studies (n.d.), Sales Promotion, Lesson 24, 08 June 2007 Canadiens.com, (2006), Coca-Cola Promotion, 08 June 2007 CSP (n.d.), Consumer-Oriented Sales Promotion, 08 June 2007 5. One of the important things learned regarding IMC is the idea of involving the sales people in the market research. They are the ones who interact on a regular basis with the market, the clients, and even the sales force of the competitors. They are the first to know of the changing market environment, the changing needs and tastes of the customer and the techniques or policies that the competitors may be envisaging. They give an honest feedback of how the organization is viewed or what image it carries. An honest opinion is necessary to change strategies or implement the IMC plan. The sales force also can suggest the marketing communication that would work with a particular segment along with the right time to make this communication. The top management only operates on theory or a feedback from the sales force that operate at the grass-root level. The sales force can also advise how a product launch has been received and they are also the link between the retailers and the distributors. Often they have friends in the competition also and they can manage to extract information on the future plans of the competitors. This idea helps the company make changes to its brand image, product or the launch strategy. As Olorunniwo, Hsu & Udo (2006) suggest that it is not enough to listen to the customer, it is important to understand the customer. In the changing market environment it has become essential to be customer-oriented. This knowledge and information would help to create product differentiation and position the product in the market. Another important thing that has been learned is the consistency in branding and packaging that speaks for the organization, the product and the brand. Packaging is an important tool for branding and communication, especially in packaged food market. Competition in the food industry is very intense and packaging is an essential part of the selling process. Self-service counters in retail marketing further add to the importance of packaging where the packaging serves the role of the salesperson. As there is an influx of foreign retailers, packaging in Thailand plays a critical role for marketing communications (Silayoi & Speece, 2004). Half the consumers who enter the stores have not made brand choices, as several brands are all acceptable to them. For such shoppers, packaging communicates the advantages of the food products inside. Thus, involving sales force in the market research and laying stress on packaging and branding would help a company to establish its image in the competitive environment. Reference: Olorunniwo, F., Hsu, M. K., & Udo, G. J., (2006), Service quality, customer satisfaction, and behavioral intentions in the service factory, Journal of Services Marketing 20/1 (2006) 59–72 Silayoi P & Speece M (2004), Packaging and Purchase Decisions, British Food Journal, Vol 106 No. 8, 2004 pp. 607-628 Read More