The Concept Of Integrated Marketing Communication Marketing Essay

The Concept Of Integrated Marketing Communication Marketing EssayAs defined by the Ameri fecal matter Association of Advertising Agencies, integrated marketing communications is a concept of marketing communications planning that recognizes the added take account of a comprehensive plan (Elliott, 2012, P491). Integrated Marketing Communications, on the one hand, covering advertising, promotion, public relations, direct marketing, CI, packaging, media and all(a) other dissemination activities put into the scope of marketing activities. On the other hand, to enables enterprises atomic number 18 interconnected dissemination of information communicated to the customer. Its central idea is based on parentage communication with customers satisfied the value of customer needs as point to determine the enterprise unified promotional strategy and coordinate engage of various means of communication. Performing the advantage of the different communication alsols in order to enabling enterprises achieve promotional low cost and push of high-strength form promotional climax. Most national soft touchs spend all move of the potpourri, each in proportion to the needs of the product. Cereal makers, for example, concentrate most(prenominal) exploits and money on advertising and gross revenue promotions, such as coupons. former(a) products call for different mix ratios, with some mix components completely eschewed.In addition to these key promotional tools, the marketer mass likewise use other techniques, such as exhibitions and product placement in movies, songs or video games, which have been growing in popularity in recent years. forrader proceeding any further, how constantly, it is important to stress that promotional mix decisions should non be made in isolation. As we saw with price, all aspects of the marketing mix need to be blended together carefully. The promotional mix utilise must be aligned with the decisions made with regard to product, prici ng and distribution, in order to communicate benefits to a target market.From the facts of the case study, Pepsi used a youthful approach in its marketing communication. Pepsi holds the number one, third gear and fourth position among music, overall position among all companies, and entertainment channels. It gives a significant contribution on the music channels with 12.81% share of insurance coverage and holds the first position in that category. It has the third position on the safe and sound TV media with overall 4.29% share of coverage, the effectiveness of which is reported in reducing by interrogationers (Kotler Keller 2006, p.576). Similarly, it fall outs at number fourth on entertainment channels.Overall, these new media win the trust of consumers by connecting with them at a deeper level. Meanwhile it increases sales and bringing a better brand and corporate image for Pepsi. Marketers are taking note of many different social media opportunities and beginning to uti lize new social initiatives at a higher rate than ever in advance. Social media marketing and the businesses that utilize it have become to a greater extent sophisticated.In order to maintain the vitality of enterprises, marketers should be flexible and effectively deviate the media habits of customers so as to maintain the brand fresh and attractiveQ2. How effectively has Pepsi integrated digital and handed-down media for the promotion of their products? Provide examples of digital media used. nowadays millions of consumers converse on a daily basis in online communities, watchword forums, blogs and social networks. They turn to the Internet to share opinions, advice, grievances and recommendations. It has been said that traditional media is losing its governing body value and that the Internet is a fad and digital only applies to the millennium generation. While that may seem true, if you want to stay on the groundbreaking cusp for your business, use both traditional and internet media marketing and here are some reasons why1. Online conversations can power or deflate a companys brand.2. Discover specific issues that are being discussed around your company, brand or organization and create feedback to these issues.3. There may be events, trends and issues that may be influencing industry and brand buzz.4. Measure how your online and offline marketing gos resonate with consumers.5. leverage grape to drive brand credibility, and ultimately sales if you use opposite marketing, Internet Marketing, Search Engine Optimization Strategy, and Social Media Strategy correctly. concourse are to a greater extent tend to communicate through both word-of-mouth and social media when they are engaged with the product, service, or idea. This engagement may come naturally for supporters of causes, political candidates, and trendy new technological products. However, it can alike be creatively stimulated for products and services which generate less mental involve ment of customers.For example, Pepsi (2008) uses its Pepsi Stuff online customer loyalty program to engage consumers by enabling them to redeem points for MP3 downloads, television show downloads, CDs, DVDs, electronics, and apparel. Campaign participants are also allowed to participate in sweepstakes drawings for larger prizes, such as home star sign systems and trip giveaways. Coca dope (2008) has a similar campaign authorize My Coke Re state of wards. According to Nielson research, TV users watch more than ever before (an average of 127 hrs, 15 min per month) and these users are spending 9% more time using the Internet (26 hrs, 26 min per month) from last year. some 220 million Americans have Internet access at home and/or work with a growing number using the Internet for research and social media.Knowing this research, traditional media entertains and communicates to a mass audience whereas digital media entertains, communicates with, and engages the individual. The benefits of digital media can be highly measurable and marketers can a lot see a direct effect in the form of improve sales in addition to establishing a direct link with the consumer. This can also be cost effective. However, the pitfalls of digital marketing can be that the medium is new, constantly changing and evolving with results that vary. Digital media is known as digitized heart and soul (text, graphics, audio and video) that can be transmitted over the Internet.Recently, Pepsi immensely amuse in digital and social media. PepsiCo has put more energy and fiscal resources for digital media, and nearly one-third of the companys budget has been used in the digital realm. But Pepsi still can not ignore the power of traditional media. Traditional media has a higher degree of trust than the electronic media. On the content, traditional media will be further description of the relevance order on big news events and enhance the audience to participate in the interactive feel of the new s events. This is the new electronic media can not match.Q3. How might Pepsi measure the effectiveness of its new campaign? Provide examples.Basically, comparatively simple measurements are used by marketers to gauge the effectiveness of its promotional or advertising campaigns. These are mainly reflected in the aspects of product, price, promotion, consumer feedback.Meeting its objectives is the outstrip measurement of a campaigns effectiveness of its ability.From the case study, Pepsis objectives could beTo enable a company to control its marketing plan.To help to motivate individual and foothold to reach a common goal.To provide an agreed, consistent focus for all functions of an organization.All objectives should be SMART i.e. Specific, Measurable, Achievable, Realistic and TimedSpecific- Be on the button about what are going to achieveMeasurable- Quality your objectivesAchievable- Are you attempting too much?Realistic- Do you have the resource to make the objective glide by Time- state when you will achieve the objective?Marketing Share ObjectivesTo deliver the goods more market for soft drinks industry2. Profitability ObjectivesTo achieve more return on capital employed3. Promotional ObjectivesTo increase consciousness of the product on the market.4. Objectives for survivalTo survive the current market war between competitors.5. Objectives for GrowthTo increase the size of the worldwide Coca Cola enterprise.Generally, Pepsi could use the following to measure the campaigns effectivenessStimulate an increase in salesRemind customers of the existence of a productInform customers progress a brand imageBuild customer loyalty and allianceChange customer attitudesMarketing efforts that are ineffective are a drain of time and money for the company by evaluating each strategy, companies can pare down a marketing plan to the most potent parts. For the most efficient marketing plan, conduct a review of the marketing strategy periodically throughout the year. Begin each new effort by building in monitoring mechanisms that will make the valuation process a natural part of each marketing campaign or activity.