The Importance Of Setting Sales Or Communication Objectives For An Imc Campaign

Given that marketing campaigns are very expensive and resource intensive, targeting general public would lead to lower conversion percentage, thus making efforts from marketing lower. Also, as the general public campaign would be very generic, there would not be a powerful impact or connection with any particular customer segment, and the advertisements would be lost in the clutter of many advertisements that customers are exposed to. Therefore, “for increasing marketing effectiveness and maximizing returns on marketing spent, segmentation of customers, identification of target segment and then creating specific marketing messages for the target segment is the best way to approach marketing.” Torres, I., Briggs, E. Journal of Services Marketing Volume: 19 Issue: 3 2005

Through the above-mentioned marketing strategies, IMC can implement "pull" and "push" promotion strategies. Push strategies include promotions that are directed to consumers, "pushing" them to subscribe or buy a specific product, service, and in the case of information technology, solutions to technical challenges or problems. Advertisements through traditional media such as television, radio, and print are examples of push promotional strategies. Pull strategies,

* Though integrated marketing communications is further than just an advertising movement, the bulk of marketing dollars is used up on the creation and division of advertisements. Therefore, the greater proportion of the research budget is also exhausted on these elements of the campaign. The researched elements can be applied once the marketing pieces have been tested: letterhead, logistics, customer service training etc. to complete the IMC cycle

Organisations come to exist to fulfill many purposes and reasons. For example some pursue to provide essential services for the community benefit, whereas others for profit produce goods or services. Therefore in general terms business plays a role in overall contribution of our society. The market today is very strong and competitive. Hence marketing activities often can be a differentiating factor between industry leaders and the other market players. The purpose of this report is to examine the marketing objectives of Qantas airlines. This assignment wishes to firstly focus on giving a background of the company. Secondly defining the term segmentation and target market and describing Qantas apparent target market. Thirdly the positioning Strategy Qantas has taken, fourthly explaining the role that Integrated Marketing Communication plays in the company’s current marketing effort. Lastly marketing communication tools, messages, and media that Qantas uses to communicate with the different audiences it targets.

The advertisement and marketing campaigns have evolved into a complex science. Companies choose to show advertisements at specific times of the day in order to capture the targeted audience in the selected target market. The target market comprises off geographic location, demographics, psychographics, behavioral and product-related segmentations. The targeted audience is composed of individuals from a specific gender, age group, marital status or a combination of factors.

Marketing has become more and more important, especially as the purposes of marketing expanded into performing marketing researches. Through marketing researches, it is asserted that marketing starts with a real customer need. Classic marketing, has, nonetheless, focused on making the need that will draw customers, and this stresses the advertising power of marketing (Woodall 2007, p.1284). This is also called the sales concept of marketing (Woodall 2007, p.1285). An example is how advertising lures people into buying a brand, because of the

Advertisements are contrived to deliver a message to a targeted audience, or to the people who are most likely to show interest in your product or service. A key to target your audience would be by identifying what fulfills their needs, through grouping or categorizing your audience into different groups. Moreover, targeting the audience by choosing specific demographics, such as: age, in which a product is designed for the young or adults only; gender, where a product may appeal to women only, excluding men and vise versa; income and educational level, such as an ad about a private elementary schools’ registration fees. An alternative way is by considering the personal characteristics of the audience,which includes: behavior, personality,

Sometimes it’s not so important that your product fits the exact needs of the segment you target; rather, it’s vital that customers perceive that you do, even if it’s not true. In order to achieve this, the proper amount of advertising and sending the appropriate message are both vital.

It is important for a business to understand their target audience as this allows them to analyse the needs of their target market

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

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

James Carey states in his essay “Communication as Culture”, that when information is received in transmission form of communication, “Questions arise as to the effects of this on audiences” (20). In other words producers of the information pay attention to the fact that people who receive the information act according to their intention. One of the finest examples of this process; are advertisements which are produced by certain companies who want people to buy their products. However, many people react differently to advertisements, which means some people will be affected by them and will purchase the product, and the others will not even pay attention to it or will not bother themselves to buy the product. To prove this statement I will

Members of the public from a company’s target group or audience are chosen to express their views about the advertisment before it is published or aired. Media can include television, cinema and radio. This is the communications aspect of

In this case an attempt has been made to help you to appreciate the campaign

Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness.