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Nokia case studies
1. What is integrated marketing communications, and why is it becoming increasingly accepted
The need for integrated marketing communications:flashcards
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Executive Summary The following report presents an Integrated Marketing Plan for Nokia in the UK. The plan deals with media planning, segmentation, strategic and tactic planning of IMC, evaluation and such. The main aim of this plan is to expand Nokia’s consumer base, establish Nokia’s brand values and position it among the target audience, and also communicate the brand values with customers effectively, while simultaneously influencing sales to grow. This plan is created to ensure maximum effectiveness in Nokia’s marketing approach. The main aim of this plan is to assist Nokia in their IMC activities in the UK. Contents 1.Introduction 4 2.Background: Nokia 5 3.IMC Plan 6 3.1.IMC Objectives 6 3.2.Target Audience 6 3.3.Media Planning 6 3.4.Budget Allocation 6 3.5.Advertising 6 3.6.Public Relations 7 3.7.Sales Promotion 8 3.8.Online Marketing 8 3.9.Sponsorship 9 3.10.Measurement and Evaluation 9 4.Conclusion 9 5.Appendix 10 5.1.Appendix – 1: IMC Budget Allocation 10 5.2.Appendix – 2: The IMC Model 11 5.3.Appendix – 3: Target User Segmentation 11 6.References 12 Word Count: 2489 Words 1. Introduction Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N... ... middle of paper ... ...e, pp. 1-10. 11. Masterman, G., and Wood, E., (2007), Innovative Marketing Communications, Routledge: London. 12. Raman, K., and Naik, P.A., (2005), Integrated Marketing Communications in Retailing, [online] Available at: http://ramanassoc.com/yahoo_site_admin/assets/docs/IMC_in_Retailing.26100503.pdf, Accessed on: 1st April 2014 13. Shimp, T., and Andrews, C., (2013), Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th Edn.), Cengage Learning: Mason. 14. Warman, M., (2014), Nokia X: Android Phone Announced, Telegraph.co.uk, [online] Available at: http://www.telegraph.co.uk/technology/nokia/10657433/Nokia-X-Android-phone-announced.html, Accessed on: 2nd April 2014. 15. Weareapps, (2013), UK Mobile Devices Usage and Demographic Roundup, [online] Available at: http://www.weareapps.com/digitalreport.pdf, Accessed on: 2nd April 2014.
In todays marketing world there are several types of traditional and non-traditional promotion mix tools to better accomplish your marketing objectives. DJ Jekyll & Mz Hyde, after careful consideration and review have implemented an integrated marketing communications strategy (IMC) to ensure the best possible return on investment (ROI).
Jobber,D & Ellis-Chadwick, F (2012). Principles and Practices Of Marketing. 7th ed. : McGraw Hill Higher Education. p19-21 & 352-354.
A vast number of studies have made attempts to define the term Integrated Marketing Communications. One of the most succinct and widely accepted definitions of the IMC concept is that defined by the American Association of Advertising agencies. That is, "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of variety of communications disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency a...
In the conclusion, IMC tools have different ways to advertise a brands and one of the main reason of doing it, that is to increase the brand reputation. Compared to all direct competitor and indirect competitor, Nestle’s Kit Kat should follow the footsteps of other competitors. In the same time Kit Kat should also implement more communication tool that should learn from other competitor mistake and also to be more better in doing advertisement. However, in all the effective tool there will be also some tool that are not that effective when it is been used in a certain situation. Therefore, it will be important for a marketer to identify and select which is the best IMC tool to be used to maximize the outcome of the IMC tool and also the profit.
While creating integrated marketing communication objectives, the consumer behaviours, budget and company goals must be t...
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
This part highlights the integrated marketing communications plan for the start of the new business in the local area. The plan would assist the management in the techniques that must be employed in order to communicate with their prospective customers and would inform the stakeholders on the direction that the business aims to follow.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
Schultz, D. E., & Kitchen, P. J. (1997). Integrated marketing communications in U.S. advertising agencies: An exploratory study. Journal of Advertising Research , 37 (5), 7-18.
By the end of 2003, Nokia was the clear market leader in the mobile phone industry in terms of sales and profitability. It was ahead of giant companies like Motorola, Ericsson, Siemens, Samsung, and other worthy competitors. Since the early 1990s, Nokia's Strategic Intent was to build distinctive competency in product innovation, rapid response, and global brand management. Its strategic intent required rapid growth in the core businesses of mobile phones and telecommunications networks. This goal was achieved by Nokia's development of new products and expansion into new markets. In order to become the global leader as it is today, the company had overcome numerous challenges and obstacles over the last decade.
Integrated Marketing Communication is simply the use of the combination of marketing tools, promotional strategies and advertising to achieve the objective of a marketing campaign. The IMC approach utilizes all marketing and communications tools, and harnesses the power each provides to ensure brands’ customers receive consistent, relevant and powerful messages. It is a planning process that focuses on integrating messages across communication disciplines, creative execution, media, timing and stakeholders. The integrated approach has shown to be the most commonly used approach by organisations nowadays to plan and execute their marketing communication programmes. IMC involves the coordination of the various promotional elements and other marketing
Integrated marketing communication or IMC was introduced to the marketing and advertising world by its useful advantages for a company beneficiary. Ejebro (2007) said that IMC highlights the use of many different communication tools, especially the internet which is used by millions of people today, it also aims to synchronize and organize the communication.
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...