Mazda Integrated Marketing Communications

In order to strive for success in the automotive industry innovation and advertising is the name of the game, Ford Motor Company, sets the standard for innovation in the automotive industry with the new Ford F-150. A crucial component in the automotive industry is advertising of the company’s vehicles. The companies must ensure that their message is clearly and effectively conveyed to potential consumers. It is vital for

“One of the most talked about ideas in marketing during the 1990s was the notion of integrated marketing 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”

The role of integrated marketing communications in the marketing of automobiles such as the Mazda Protégé and MAZDA6 had a major impact of Mazda as a company. For each car (model), they made an exhaustive market research, they studied what were the best channels to deliver a message and what was the market looking for. Establishing market objectives that Mazda wanted was to increase their sales by repositioning the Protégé model and the brand as a whole, giving it a new younger look. Mazda targeted people around 20-30, who

"Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost" (Clow and Baack, 2004). XYZ, Inc. is launching a new hybrid technology vehicle, the Phantom, into the Canadian market. To manage and market this product correctly, XYZ must take advantage of an IMC program and specifically target the advertising, promotion, and integration components with a focus on consumers, cost, convenience, and

The goal of Integrated Marketing and Communication is ultimately to influence or directly affect the behaviour of the targeted audience. Integrated Marketing and Communication considers all touch points, or sources of contact, that a customer/prospect has with the brand as potential delivery channels for messages and makes use of all communication methods that are relevant to customers/prospects. Integrated Marketing and Communication process further necessitates that the customer/prospect is the starting point for determining the types of messages and media that will serve best to inform, persuade, and induce

The managers and organisational characteristics determine the success of the campaign by the decisions which they make for the pre-IMC campaign. The strategy of the organisation must be focused and not change at any cost. And IMC helps here as it uses the marketing tools to promote the brand positioned and aims to consistently pass the message across to its audience via the campaign. However, ‘the question of how to organise external communications disciplines has been a continuing source of debate within the arena of marketing communications’ (Cornellissen et al. 2001).

he market fragmentation and the increasing communication options in recent years have contributed to the clutter the world is experiencing today. This has lead marketers to integrate their marketing communication tools in order to break through the barrier of noise and reach the target market, “marketing overload is forcing corporations to shout even louder” (keller 2001). In 1993 Shultz, Tannenbaum and Lauterborn introduced a new concept called Integrated Marketing Communication (IMC). This concept has generated a great interest among academics and practioners, although research regarding its frequency and implementation is limited. IMC have been defined in numerous ways, all stressing the fact that IMC’s Task is to combine all

There are a range of strategies and terms that play into integrated marketing communication. Integrated marketing communication can be described as 1.) Management and managing all types of marketing communications, 2.) Assuring that the brands, personality, and messages are correctly delivered from each factor of communication and from a strategy, and 3.) The analysis and implementation of all the factors of marketing communication must efficiently, economically, and successfully impact the transactions between organizations and their audience. Furthermore, the vertical integration is the most important level because it makes sure that marketing communication will be formed. Without such communication, marketing communication will not be effective and not associated with any of the essential objectives. Therefore, I will be going into detail about each level of integration and what it exactly means (Holm, 24-25).

Integrated Marketing Communications (IMC) has emerged as the dominant approach used by companies to plan and execute their marketing communication programs. Many marketers, as well as advertising agencies, are embracing the IMC paradigm and developing integrated campaigns that use a variety ways to communicate with their target audiences. (McArthur and Griffin 1997, Belch & Belch, 2004, Duncan 2005) The shift toward the IMC perspective has been hailed as one of the most significant changes in the history of advertising and promotion (Moriarty 1994; Reitman 1994) and as the major communications development of the last decade of the 20th century (Kitchen, Brignell, Li and Jones 2004).

The concept of integrated marketing communication (IMC) emerged in the late twentieth century. This bore out of a realization by marketers that there was a need for businesses to offer more than advertisements to their

‘Integrated marketing communicating is a concept that companies coordinated their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organization and products. The objective is to position product and organizations clearly and distinctively’. (Jobber, 2007) ‘Integrated Marketing Communications
(IMC) is a new trend in business planning
– combining different communication instruments such as promotion, public relations, sale promotion, personal selling, Internet communication and direct marketing.’ (www.firstbase.ca) Objective: maintain the customer loyalty through effective integrated marketing communication.

The concept of Integrated Marketing Communication (IMC) focuses on merging or linking all forms of communications together in a pact. The concept is critical in the promotion, advertisement and brand building of goods and services at the marketing arena. The merging of promotional tools and use of lined communication approach is essential to the success of every sales and marketing companies. The chief aim is to excite and lure the customers to buy one 's goods (Bruce and Peters, 2012). The strategy also assists in meeting the current stiff competition on the global markets. The traditional form of advertisement is also worth credit. However, the digital IMC services have an upper hand, especially in this digital era. The

"Integrated Marketing Communication (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. It evaluates the strategic roles of a variety of communications disciplines – for example, general advertising, direct response, sales promotion and PR – and combines these disciplines to provide clarity, consistency and maximum communications impact."

The automobile industry has always been competitive and fast paced. The case study evaluates how Mazda used integrated marketing communications to overcome the obstacles and market their products to potential customers in the most efficient way. The case study focuses on the Protegé and the Mazda6 and those two types are differentiated in the market. Furthermore, it talks about the new tagline that Mazda introduces and evaluates its effectiveness compared to its old slogan. The case study also discusses some of the important pieces how the company changed their advertising strategy from a playful setting to a more mature scenario. Finally, it includes one recommendation and suggestions, how Mazda could have improved on their integrated

Integrated marketing communications applies messaging about your brand using traditional and non-traditional marketing strategies. Each method of communication is used to build up other forms of communication. In