communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule” (Percy and Rosenbaum-Elliott, 2012) Introduction Initial discussions on IMC were based on definitions and theoretical understanding, and this discussion is still taking place. IMC or Integrated
communications, or IMC, is important in today’s marketing, as it involves the social media and the internet as a way to brand and advertise companies. This paper will examine IMC utilizing three concepts from Robyn Blakeman’s text, Integrated Marketing Communication: Creative Strategy, juxtaposed to case studies from Applegate and Johnsen’s text, Cases in Adversiting & Marketing Management, as well as tie in concepts from Michael Serazio’s, Your Ad Here, in order to create a detailed examination on IMC. This
HANES 3 Hanes case study: IMC Q1. What IMC objectives are important to Kelsey? Integrated Marketing Communications is defined as "a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation" (Lake 2011). This is critical for Hanes, given that Hanes occupies the frequently dangerous mid-market area of the undergarment
Samsung South Korean multinational conglomerate Samsung has been ranked as ‘fastest growing’ company in the world according to Interbrand (2003). Same year TaeHo, Vice President of Samsung Group said that brand growing value reflects company’s commitment to invest in its people, products and communities on a global scale (Business Editors, 2003). Since then, with an annual revenue of 327 million dollars, Samsung aims to become a key force in numbers of industries including biotechnology, last expecting
Case Study Analysis * The Northwind Company - 1.0 Overview of Situation The Northwind Company, industry leader and national manufacturer of quality camping products, was established by Paul Clarey in 1975. At the beginning, the company focused on importing inexpensive sporting products and reselling them to discount retailers; then, in 1985, it manufactured a line of high quality tents and backpacking equipment
Hanes case study: IMC Q1. What IMC objectives are important to Kelsey? Integrated Marketing Communications is defined as “a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation” (Lake 2011). This is critical for Hanes, given that Hanes occupies the frequently dangerous mid-market area of the undergarment market
The Role of IMC and its theory Is it a bird? is it a plane? Is it a business theory or a marketing theory? A management practice? A philosophy or a concept? A traditional linear marketing process (Kliatchko, 2008) or a cross-functional departmental process that requires management and board ‘buy-in’ (Duncan & Moriarty 1998)? Moreover, in this era of rapidly developing communications (Internet, mobile phones, digital communications and rapidly changing society, (demise of the family unit, the prosumer)
package transportation. The case study video focused on the repositioning and branding of UPS. With the repositioning of the company they decided to also expand their services. The new services include the following; financial product solutions, customized supply chain, and information. UPS decided that it was time to reposition and claim back leadership within the packaging industry, also referred to as the synchronized commerce. This strategy involves using the comprehensive IMC program. The program including;
Brand strategy and integrated marketing communication (IMC): a case study of player 's cigarette... Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them" (Duncan 2002, p. 8). To better understand the real-world application of IMC, a call has
Literature Review Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations