Consumer insight: The commercial tries to deliver the message that Bud light is good for every occasion, hinting that the consumer motivations be affiliation, i.e., friendly, sociable and wanting to fit in.
Integrated Marketing Communications is about understanding the consumer and their needs. Marketing is not only about advertising what can you give to your customers but how can you cater their needs. Customers are very cautious with what you can give to them. This is the proposition of “What’s in it for me?
Moreover, (Product) RED uses the INTEGRATED MARKETING COMMUNICATIONS (IMC)technology for its marketing campaign. The IMC involves the utilization of all the elements of the marketing mix, which specifically includes
Corporate and media partnerships were also used as a means to gain greater exposure for the campaign. Wal-Mart, RadioShack, Minute Maid, and Johnson & Johnson were among the many companies to serve as corporate partners. Key opinion leaders were also enlisted to serve as spokespersons to deliver messaging (this was seen in the campaign’s major PR events). A website for the campaign was created as a general source and focus point for the target audience as well as traditional PSA advertisements placed in suitable print media like Essence and
I personally had to research the word “folly”, due to it not being a “common” word in my vocabulary, to determine it’s meaning. The word in itself, is not one I would use in an advertisement; although it is descriptive of the effects of alcohol. Recalling the feeling of “an out of body experience”, and a feeling of unreality, is somewhat the picture of drinking beer paints. NBB using the word folly, is advertising that their product will allow you to experience the feeling of foolishness and unreality. In foolishness, your thought process is distorted, which hinders appropriate decisions, of which many drinkers enjoy. A study conducted revealed that beer drinkers consume alcohol to relieve stress, relax their minds, and allow the opportunity to socialize more openly with strangers (Jayne, Valentine, & Holloway, 2010, p. 546). If the intent of NBB using the word folly, is to entice beer drinkers to achieve the feeling of foolishness, I understand the
Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.
Beer advertisement can be looked at from very different points of view. Beer drinkers are targets who have one thing in common, which is peer pressure. Peer pressure could be anything from looking good socially and physically to having a good time. Beer advertisers take that very much into account when it comes to selling their product.
Marketing in the digital age has become a thing of beauty. There have been some truly amazing campaigns in recent history that would leave the likes of Donald Draper (AMC’s Mad Men ) flabbergasted. One of the more successful strategies seems to be the corporations leveraging the target audience to market their products on their behalf. Frito-Lay saw success with their Crash the Super Bowl campaign, Fitbit has taken off with their social media presence, and Samsung raised the bar with their “impromptu” selfies. All of these companies have found ways to advertise their products without having to lift a finger; rather, the consumer does all the work.
Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.
Initial discussions on IMC were based on definitions and theoretical understanding, and this discussion is still taking place. IMC or Integrated Marketing Communications according to Schultz (1993) combine and evaluate strategic role of diverse communications to produce a greater impact. It is a process that produces and applies different communication programs starting with the customer and work back to outline right approaches and procedures to progress throughout these influential programs. Another source sees it as a business process that aims to plan, implement and assess influential marketing communications over time. There isn’t a clear definition for it, each source rely on a different definition however according to all found IMC is identified as a strategic process. It’s composed of three main basics: consumer, channels and evaluation of performances. Consumer gives an idea of how an exchange of information affects message’s form and content. Communication channels analyze each channel in apart to
On the other hand, an important part of a firm’s market program is developing, building and conveying a brand image in marketing communications to influence consumers’ perceptions and create loyal customers. According to Kitchen et al. (2004), “IMC is to enable various messages from different communication channels coming together to create a coherent corporate and brand image”. Furthermore, IMC has been a business strategic process that could contribute to build brand value and affect the consumers’ perception of the brand (Schultz, 2004; Madhavaram et al., 2005), this can change consumers’ awareness and loyalty. Similarly, Reid (2005) provides support that IMC plays an important role that makes company more efficient in building and maintaining brand image and customer relationship. That is, effective communication can facilitate the formation of brand awareness and a positive brand image in the consumer’s mind. In other word, brand image
2》 Other beer brands have occupied large market capacity, market share of Carlsberg and Budweiser far exceeds that of Tsingtao beer
However, with the introduction of new technologies and advances in information technology communication has been completely revolutionised and same has impacted in organisations in there IMC strategies. “For IMC to really take hold, old assumptions must exit, assumptions about the role of advertising and sales promotion, about the organisation of advertising and public relations departments, about agencies and what they do, about the media, and most of all accountability” (Schultz et al. 1994).
To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).
IMC can be defined as an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message (Belch & Belch, 2013). Agencies overcome this challenge by understanding and embracing technology and its effectiveness in solving clients’ problems.