Imc-Coca Cola

1808 WordsDec 18, 20118 Pages
INTERGRATED MARKETING COMMUNICATION (IMC) According to Wikipedia, integrated marketing communications (IMC) is defined as a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all…show more content…
This type of marketing is typically used by companies with smaller advertising budgets, since they cannot to pay for advertisements on television and often do not have the brand recognition of larger firms. PROMOTION OBJECTIVES The promotion objectives need to be clearly stated and measurable. They must be compatible with the objectives of the company, as well as the competitive and marketing strategies. Objectives vary for different products and different situations. There are five general promotional objectives to choose from: • To provide information • To increase demand • To differentiate the product • To accentuate the value of the product • To stabilize sales COCA COLA AND THEIR PROMOTION IN MALAYSIA ADVERTISING Coca-Cola has used advertising to build an image for its company. Here are some of the types of advertising that Coca-Cola uses: • Television Commercial Coca-Cola uses the television for advertisements, such as this television commercial which are Chup! Ad Malaysia 2008,Coca Cola BrrrRRrrrrr 2009 and the latest in 2011 is BukaSemangat TV3 & Coca Cola featuring Tomok and one night only. In this advertising, Coca Cola try to adapt with the Malaysian cultures. By using the television for advertising, Coca-Cola can gain good marketing coverage by appealing to consumer 's senses. • Magazines The company has also used magazines as a form of advertising, such as this 1969 's ad in Life Asia

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