An individual written report on integrated marketing communication Essay

1. Introduction The purpose of the essay is to explore integrated marketing communications (IMC), its definitions and issues, and the importance of a target audience within IMC. It also demonstrates the perspectives of integrated brand promotion and the comparison between integrated marketing communications and integrated brand promotion (IBP). All these elements are supported by a number of organizations that are well- known in their industry. this essay provides and discuss some examples Communications Theory helps to understand the audience’s needs, emotions, interests and activities which are necessary to ensure the accuracy and relevance of any message. Simple communications theory shows a sender sending a message to the receiver, who receives and understands it. However, in real life, many messages are simply ignored, misunderstood or fail loss (Multimediamarketing, 2014) 2. Integrated marketing communications (IMC). IMC is a developing method shown to demonstrate the benefits of marketing communication across all functions of a company that affects customer needs. One of the definitions of IMC is ‘’ the process of managing all sources of information about a product, service to which a customer or prospect is exposed, which behaviorally moves the consumer toward a sale, maintains customer loyalty’’ (Thorson,1996). According to the above definition, integrated marketing communication focuses on behavioral responses from the customer and builds relationships between customer and brand. Another definition of IMC is â€Å"a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example, general advertising, direct response, sales promotion, and public relations-and combines these disciplines to provide clarity, consistency, and maximum communications impact† (Marketing Executives, 2014). This  definition mentions some of the components of integrated marketing communications such as advertising, direct response, sales promotion, and public relations.by brining together all these tools, one can achieve an effective campaign. IMC is directed by its use of different medias to send out the message about one product. 2.1 IMC and organizations The organization can benefit from IMC by consolidating its image, developing a discussion and supporting its relationship with customers. There are many organizations that have been extremely successful and doing excellent jobs of integrating their communication efforts such as Ben & Jerry’s, Nike, The Body Shop, Banana Republic and Apple. These companies established strong brand images by their communication plans which have been an honest outgrowth of their corporate culture (Thorson, 1996). For instance, Guinness is the well-known Irish beer maker that applies the integrated marketing communications strategy. In 2007, it introduced with a campaign that used various media to develop messages and advertisements. Guinness developed ‘Its Alive; this idea extended across all of the communication’s channels. Also, instead of developing separate messages, communications and marketing campaigns for each type of mass media, it chose to improve one main message to interact with its target demographic, which savs time, money and resources (Marketing Executives, 2014) Another example for a company that uses an integrated marketing communication strategy is The Body Shop which has various values such as being against animal testing, protecting human rights and the environment. However, these values have not been communicated clearly to the target market. As a result, The Body Shop launched a campaigns focused on re-communicating those values more clearly and effectively, such as Love Your Body, Love Your Community (LYBLTC). 2.2 Target audience Successful business organizations that use integrated marketing communications have their style of reaching target audiences. They can develop and send messages that are valuable and well-presented, which may cause target audiences to express behavioral, attitudinal and emotional responses. For example, in the United Kingdom, O2, a mobile telecommunications company, developed a new campaign called ‘A world that  revolves around you.’ The main reason to create this campaign was prepay customers felt neglected. Approximately 50 per cent of O2’s customers took advantage of the campaign to benefit from the offer of a 10 percent refund of their quarterly top-ups. The target audience could understand the social media mix that was oriented around them. As a result, it created a successful media plan that involved email, SMS, MMS, online chat rooms and brand street events (Thorson, 1996). 3. Integrated brand promotion (IBP) Recently, more firms try to adopt an integrated brand promotion and avoid focusing on traditional mass media advertising. Integrated brand promotion is ‘’ the use of various promotional tools, including advertising in a coordinated manner to build and maintain brand awareness, identity, and preference’’(O’Guinn, Allen and Semenik, 2003) they mention different promotional tools that have been used instead of advertising, such as event sponsorship, direct marketing, sales promotion, and public relations. However, even though these new methods exist, we still require coordination with the advertising that remains. For example, Procter & Gamble, the company that started selling soap on the radio successfully shifted to selling soap on television. Today P&G sells many products besides soap. However, P&G’s customers have changed, and new IBP techniques are necessary for its brands. NBC Digital Networks and Starcom Media Vest Group are the partners P&G decided to work with to ensure that its brands are entrenched in the entertainment preferred by its targeted consumers. Additionally, P&G product promotions have moved to the Web like many other marketers by creating an online documentary series for its Pampers brand. P&G’s target audience is the couples who are expected to be prime prospects for P&G’s Pampers brand in the future. Integrated brand promotion tools are always preferred by marketers who directed at their target audiences (O’Guinn, Allen and Semenik, 2003) 4. Integrated marketing communication and integrated brand promotion Integrated marketing communications are often perceived as messages present in different mass media, and integrated brand promotion focuses on building a brand by looking at the purpose of that brand. These is All about identifying how the brand can improve consumer’s lives with its benefits, and create an experience for them that includes services, information, education and entertainment. It can build an entire  brand experience. IBP expresses the company vision and its personality by focusing on the brand that is the foundation for integrated marketing communications. Furthermore, IMC and IBP help companies generate more revenue because IMC achieves companies’s objective in increasing the return on marketing spending and IBP can make the brand more appeal and trustworthy (Thorson, 1996). 5. Conclusion This essay has examined IMC and IBP definitions, events and issues related to both strategies. Also, it describes the importance of audiences within IMC compared to IBP, and presented some successful industry examples, such as Guinness, The Body Shop, P&G and O2. 1089 words 6. References: Thorson, E. 1996. Integrated communication. Mahwah, N. J.: Erlbaum. Marketing Executives. 2014. Integrated Marketing: What It Is and Why You Should Embrace It – Part 1. [online] Available at: http://www.marketingexecutives.biz/integrated-marketing-what-it-and-why-you-should-embrace-it-part-1 [Accessed: 11 May 2014]. Multimediamarketing.com, (2014). Integrated Marketing Communications (IMC). [online] Available at: http://www.multimediamarketing.com/mkc/marketingcommunications/ [Accessed 12 May. 2014]. O’Guinn, T., Allen, C. and Semenik, R. (2003). Advertising and integrated brand promotion. 1st ed. Mason, Ohio: Thomson/South-Western.

Vodafone AirTouch’s bid for Mannesmann

First of all, one has to mention that it is always difficult to evaluate a company. There is no single measure/calculation who can give you the valuation of a company. The value of a company can be different for every single human being. For instance, Vodafone Air Touch will try to calculate a very low valuation of the company because it wants to pay as less as possible, and Mannesmann a very high valuation, because it wants to get as much money as possible. As a result, it often depends on the interest of the different persons who evaluate a company. In October 1999, Mannesmann offered shares around 157. â‚ ¬. This was before the acquisition of Orange PLC, a competitor of Vodafone Air Touch in the UK market. After the acquisition, Vodafone offered 266â‚ ¬ per share, 68% more than the 157. 8â‚ ¬ per share Mannesmann offered few weeks before. Despite, this very high premium, Mannesmann’s CEO evaluated his company 350â‚ ¬ per share. Here in this case, I think that the main reason for this high price differences is that with time, Mannesmann’s bargaining position changed. In the beginning, their position was not as strong as in the end when they achieved to acquire Orange Plc, a telecommunication company in the U. K. which was growing faster than Vodafone. As a result, Mannesmann became a stronger competitor for Vodafone and Mannesmann’s CEO knew that. As a consequence, he increased the valuation of his company. The reason why for instance an analyst from Julius Baar valuated Mannesmann between 250â‚ ¬ and 350â‚ ¬ per share and many other analysts between 174â‚ ¬ and 250â‚ ¬ per share may have some reasons. The main reason is that, as anticipated before, it is very difficult to evaluate a company. Furthermore, it is even more difficult to evaluate how many synergies Vodafone Air Touch would benefit from this takeover. So it is very difficult to evaluate how much this Mannesmann takeover could be worth for Vodafone Air Touch. Moreover, one has to check which analysts own stocks of Mannesmann or Vodafone because this may also influence the different evaluations. (2) In your opinion, in general, when a company is the target of a hostile takeover bid, who should decide whether the terms and conditions of this bid are acceptable? The Chief Executive Officer (or the equivalent) of the target company? Or its Chairperson (if another person than the CEO)? Its board of directors? Its shareholders ? If the shareholders, how practically should they make their decision? In my opinion, only the shareholders should take this type of decision. They are the one who own the company, and they should decide if they accept the takeover bid or not. If 50 % + X agree with the bid price, then the takeover should take place. Of course, before taking the decision, they should listen to the opinion of the CEO, the Chairperson, some analysts, as well as the Board of Directors. However, in my opinion, none of these key persons should take part of the decision making process. In my opinion, the shareholders are the one who own the company, and they should decide what should happen with their investment. For instance, let us assume the employees would take part of decision making process. Then, in most of the cases, the employees would vote against a take over, because they fear about their jobs. They would never take a neutral decision, but a decision which is the best for them, not caring about the fact that the shareholders loose a high premium. They, as well as the trade unions, would vote against an takeover because they fear for the jobs. However, they never think about the fact, that if the company is not taken over, the company who made a mid remains a competitor. And this competitor could increase its market share in spite of the smaller company that did not accept the takeover. And in this case, the employees of the smaller company would even risk to loose more jobs. The CEO and the the Chairperson should never take this type of decisions. Because, they are only in charge of the operations of the company, but they do not own the company. As a result, they should not decide about the matter. 3) In the case of the Vodafone AirTouch bid for Mannesmann, who should have made the decision ? (Please take into account the fact that Mannesmann had two boards, the supervisory board, and the management board) What do you think of the sentence in the fourth paragraph of page 5 of the case: â€Å"Esser rejected the offer on the grounds that it was inadequate† ? As stated before the shareholders should have taken this de cision. They own the company and if 50 % + X is in favour of Vodadone AirTouch’s bid, then the company should accept the bid. Let’s assume that you invested 50 000 â‚ ¬ in Mannesmann’s shares and now somebody is offering you 80 000 â‚ ¬ for the shares. Then you should decide if you accept this money, or if you think that your shares are much worthier in some months/years. In that case you vote against the hostile takeover. I think that this system makes the decision making also very rapid and efficient. In fact, if one would also ask the employees, some analysts and so on, then the decision making process would be much longer. As a result, I think that the shareholders should take the decision, after having listened to the different opinions of the CEO, employees, analysts,.. However, I think it inacceptable that Esser as the CEO of the company, who does not own many shares, rejects the offer in the name of all the investors. This cannot be tolerated. In fact, he is like an employee of Meeresmann, he does not own the company, and he should take the best decisions for his shareholders who in some way gave him this job as CEO. As a result, I think that he cannot take the decision to refuse a bid without having spoken with any shareholder of the company. This is not a personal decision, but a decision which influences all the stakeholders of the company. It is unacceptable that he takes the decision on behalf of all the share- and stakeholders. (4) If you had been a shareholder of Mannesmann on December 17, 1999, what would you have liked to say to Klaus Esser ? What would you have like to say to Chris Gent ? If you had had the opportunity to vote to accept or not Vodafone's bid, how would you have voted (please ignore the subsequent events not described in the case) ? As a shareholder of Mannesmann, I would liked to ask him why he refused an offer of 266â‚ ¬ per share, which is a premium of 72. 2 % compared to Mannesmann’s closing price on October 18th. I would blame him for not having asked the shareholder what they thought about the offer. He took a decision about something which did not own him, but where I owned a fraction. Finally, I would ask him if he could guarantee me that the share price of Meeresmann would be as high as the Vodafone AirTouch’s offer in the future. Only if this is the case, the Esser would be partly excused. I mention only partly, because even if he thinks that the share price of Meeresmann will be higher in the near future, then he should have explained that to the shareholders. And then, if the majority of the shareholders would agree, then he could refuse the offer. As a shareholder of Mannesmann, I would ask him what would be the strategy of Vodafone AirTouch after the acquisition of Meeresmann. This is important to me, because I will have to make an important decision if the hostile takeover is agreed: either I keep the Vodafone shares or I sell all the shares the day of the take over. In that way, I would gild the premium. I would definitely have accepted the deal. During that time, it was quite sure that a consolidation of the telecommunication market would happen. As a result, I think that it would have been very difficult for Meeresmann, as one of the smaller companies, to survive in that market environment. Furthermore, the offered premium was so high, that I could not deny this offer.

Being Bad in Spanish is Malo

Being Bad in Spanish is Malo Malo is a common Spanish adjective meaning bad or in some way undesirable. The translation can vary depending on context. Its feminine form is mala, and through the process of apocopation, which is shortening, it can become  mal when it comes before a singular masculine noun. Its usual adverb  form is mal, although the another related adverb form,  malamente, can be used to mean badly. As an adjective, malo, mala or mal can almost always be translated as bad, although other translations may be more suitable depending on the context. The plural forms are malos and malas. Mal-  is also a prefix that typically means bad or undesirable. An example of that would be maleducado, which means impolite, as someone who didnt learn their manners. Mal, Malo, Mala, Malos and Malas Used as Adjectives Form of Malo Spanish Sentence English Translation malo Quiero comprar un coche y tengo crdito malo. I want to buy a car and have bad credit. mala Muchas personas consideran que tienen mala memoria. Many people think they have a poor memory. malo No hay libro tan malo del que no se pueda aprender algo bueno. Theres no such thing as a book so bad that you cant learn something good from it. mal No puedo eliminar el mal olor de refrigerador. I cant get rid of the bad refrigerator smell. malo Hay algo malo con mi telfono? Is there something wrong with my telephone? mala El principal causante de la mala circulacin es la arterioesclerosis. The main cause of poor circulation is atherosclerosis. malas No estoy preparado para escuchar las malas noticias. Im not prepared to hear the bad news. malos Son los jugadores ms malos de la galaxia. Theyre the worse players in the galaxy. mal Los superhroes son un mal ejemplo para los adolescentes. Superheroes are a bad example for adolescents. Mal Used as an Adverb Common translations for mal as an adverb include badly and poorly, although others can be used as well to fit the context. Spanish Sentence English Translation Nadaron mal en el mundial. They swam poorly in the world competition Nuestro equipo estaba mal preparado. Our team was poorly prepared. Nuestros hijos comen mal. Our children eat poorly. Muchos pacientes estn mal diagnosticados. Many patients are incorrectly diagnosed. Mi bebe duerme mal durante la noche. My baby sleeps poorly at night. Estudiamos mal la historia de otros pases. We do a bad job of studying the history of other countries. Mal as an Adjective and Adverb at the Same Time Sometimes mal functions as an adverb in Spanish, such as with estar, but in English may be translated as an adjective.   Spanish Sentence English Translation Algo huele mal en mi casa. Something smells bad in my house. Me parece mal que no vengan todos. I feel bad that not everyone is coming. La ciudad no est mal, pero hay mucho desempleo. The city isnt bad, but there is much unemployment. Mal as a Noun Especially when used with estar, mal sometimes means sick or ill. Hoy yo y mi familia estamos mal, which means,  My family and I are sick today. This sentence can also be translated to mean literally and colloquially understood as feeling sick as in, My family and I feel poorly today. Mal can also be translated to mean evil. In this case, it would need the definite article the, literally translating to the bad, which is the Spanish way of saying evil.

Free Essays on Saturn Corporation Departmentalization

Saturn Corporation Departmentalization Introduction – Departmentalization is the basis on which jobs are grouped in order to accomplish organizational goals. Every organization has its own specific way of classifying and grouping work activities. The company we chose, Saturn, has a totally different approach to departmentalization than most companies. Saturn is built on partnerships and teamwork and a belief that good ideas can come from anyone. This is an approach that keeps Saturn team members involved and inspired. The mutual goal of Saturn, its partnerships, and its work teams is to design a technologically advanced car division, free of the ususal worker-management hostility. We will discuss Saturn’s departmentalization in terms of its Purpose-why and how the organization exists, their Work Teams-interaction with others to achieve goals and objectives, their Needs and Capabilities-empowerment of the workforce, and their Impact on organizational subgroups and larger social structures. Technical – Purpose – why and how the organization exists. The Saturn Company is comprised of a unique partnership between General Motors and the United Auto Workers. They are an independent subsidiary of General Motors whose goal is to bring a new level of customer service and innovation within the automotive market. The Saturn Company is a deliberate attempt to meet foreign competition through an innovative corporate culture. An example of their innovative nature is the design of the spaceframe construction and dent resistant polymer body panels on their coupes and sedans. Saturn’s sole purpose is to earn the loyalty of Saturn owners and to grow their family by developing and marketing manufactured vehicles that are world leaders in quality, cost, and customer enthusiasm through the integration of people, technology, and business systems. The Saturn Corporation is committed to customer enthusiasm, teamwork, tr... Free Essays on Saturn Corporation Departmentalization Free Essays on Saturn Corporation Departmentalization Saturn Corporation Departmentalization Introduction – Departmentalization is the basis on which jobs are grouped in order to accomplish organizational goals. Every organization has its own specific way of classifying and grouping work activities. The company we chose, Saturn, has a totally different approach to departmentalization than most companies. Saturn is built on partnerships and teamwork and a belief that good ideas can come from anyone. This is an approach that keeps Saturn team members involved and inspired. The mutual goal of Saturn, its partnerships, and its work teams is to design a technologically advanced car division, free of the ususal worker-management hostility. We will discuss Saturn’s departmentalization in terms of its Purpose-why and how the organization exists, their Work Teams-interaction with others to achieve goals and objectives, their Needs and Capabilities-empowerment of the workforce, and their Impact on organizational subgroups and larger social structures. Technical – Purpose – why and how the organization exists. The Saturn Company is comprised of a unique partnership between General Motors and the United Auto Workers. They are an independent subsidiary of General Motors whose goal is to bring a new level of customer service and innovation within the automotive market. The Saturn Company is a deliberate attempt to meet foreign competition through an innovative corporate culture. An example of their innovative nature is the design of the spaceframe construction and dent resistant polymer body panels on their coupes and sedans. Saturn’s sole purpose is to earn the loyalty of Saturn owners and to grow their family by developing and marketing manufactured vehicles that are world leaders in quality, cost, and customer enthusiasm through the integration of people, technology, and business systems. The Saturn Corporation is committed to customer enthusiasm, teamwork, tr...

Censorship - Banning Books

Literature has always been an important part of human life. We use ink and paper to express our emotions; we sprinkle our souls on dry wood pulp. Writing has taken the form of liberation and pleasure since the beginning of written words. You can tell a story and make yourself a hero. You can live all your fantasies. You can explore all thoughts, emotions, emotions and share them with the outside world. But do not think you are jealous just because you can write. It does not matter who you are. Since pen was first put on paper, there was some form of censorship. The latest review is to prohibit books that are considered inappropriate. This type of behavior not only infringes upon the rights of American citizens, but also violates the student's right to study. Even though the government can try to ban all inappropriate books, the desire to read them will increase. Often times before the banning of family problems in books, the federal government tried to reduce the flow of inappropriat e information in the source, often forgotten. ACLU lawyer wrote as follows. The use of certain books such as The New Jim Crow is forbidden. For example, the use of hardcover books is prohibited. Statement continues: Several Caucasian abolitionists argue that they are fully naturalized as US citizens or send back the previous slave to Africa. Each immigrant family will offer 25 acres of vacant land and 10 acres of singles to Black Republic. Many people think that book reviews, tasks, and writing prohibitions are what happened in the distant past. This is certainly not the case, as you will see it from the ban on my recent book review. You may remember all the controversy about Harry Potter's book early in the 21st century. The age level of the book does not guarantee that someone will not try to review it. The focus seems to be more challenging to children and adolescent (YA) books than to others, but it always restricts access to books from certain adult books, usually high school p rofessors I am trying. Most complaints are made by parents and directed to public libraries and schools. The book does not seem to be an old concept for many people. But as it is getting old, censorship remains an important part of American literary culture. Banned books usually succeed at the level of young adult literature. Parents and other opponents use the review process to work to protect children and young people from books that they think are dangerous. - Books are forbidden in history / reviewed. For example, the Catholic Church created an index of the prohibition in the 16th century. The purpose of this index is to prevent ordinary people from reading books that violate the church doctrine. Several of Galileo's books are on this list. Everyone who reads or sells these books is severely punished, tortured, even even killed. However, even after 500 years writing prohibition has been done yet

Trading blocs and their influence on the globalisation of the Essay

Trading blocs and their influence on the globalisation of the marketing strategies - Essay Example The global stage is dominated by the presence of a large number of trading blocs for a number of countries and regions. There are about 30 trading blocs globally across various continents, working either at national or regional levels. In Europe alone, there are three trading blocs, namely European Union, European Free Trade Association and Eurasian Economic Community. However, trade bloc of the European Union is the only one to have the United Kingdom as its member (Floyd, 2001). The world trade is being increasingly dominated by the concept of trade blocs in recent times. This can be clearly exemplified by taking the case of the European Union. Initially, this had only six countries as its members during inception in 1940s, but had 28 countries by end of the first decade of 21st century. NAFTA is another such trade bloc, which promotes trade relations between the USA and Canada (Oh and Suh, 2003). All major trade blocs that exist in the contemporary world, like, ASEAN, NAFTA and Eu ropean Union, have a common objective. The countries that are outside the trading blocs do not enjoy benefits of lower tariff and custom duties on imported goods . Trade blocs have a very important role to play in economic development of a country, primarily because economic progress of a country can be directly related to amount of trade conducted by that country. This is because trade brings new opportunities to a country by opening up its markets, bringing in improved technological innovation and raising the level of production.

Managing a small business Essay Example | Topics and Well Written Essays - 2500 words

Managing a small business - Essay Example In Australia, for a business to be referred to as small, it must have fewer than 15 people employed in it. In addition to the above-mentioned criteria, other classification of businesses also takes into consideration the aspect of total assets, sales or the net profit of the business. All over the world, small businesses forms a substantial number of businesses and it is dependent on the economic system prevailing. Small businesses supplement the ‘big’ businesses in commercial activities as they ensure that products reach the remotest parts of the country. Typically, most small businesses include; convenience stores, restaurants and pubs, hairdressers, tradesmen, and guest houses among others. In this regard, this paper endeavors to find out a number of issues related to small businesses (PUB) in Canterbury by interviewing the proprietors. Methodology The mode of information collection in this research paper was direct interview of the proprietors. Since the information was to be gathered on a single business premises, the proprietors were contacted prior and agreement was reached on the best time and day. In this case, I chose to consider a Pub in Canterbury named Dolphin. Dolphin is a modernized dining pub that provides a range of services to their customers. The information relating to the business was collected using a radio recorder coupled with note taking, the proprietors were found to be six and because of the nature of the question and considering time, all the proprietors were assigned sections of the inquiry to respond to so that the interview could not be skewed to an individual. Interviewing one person on all the areas of concern could lead to inaccurate information from the interviewee given fatigue and boredom. The questioned were then designed separately and spread amongst the six proprietors in Dolphin business from which the information regarding the business was collected. Market Research – Information Gathering Market res earch involves identifying what the people want and conform to it so that you can have a business competitive edge over the competitors. Market research is thus a very important tool in business survival as it enables one to make a determination on how to do marketing of their product. In this case, I interviewed the first proprietor and collected the following information about the market research. I. Primary Research Dolphin realized that they have to cut themselves a niche in the business environment by standing out as the best provider of services to the customers. They decided to do a primary research that was aimed at giving them insights on the taste of the people on varieties of foodstuffs, peak period of the business, and on issues of references. To acquire all these information, the management used questionnaire to source for information, in some instance, they asked the customers to rate their performance on specific issues like hygiene, satisfaction and so on. Rating of Dolphin’s performance was considered against what customers considered the best pub in the area where the business is situated. The information obtained from such responses is to be used for making the necessary improvement on the customer’s satisfaction. II. Secondary Research: A part from primary research for improving the performance of the business, Dolphin also relies on the secondary sources in its effort to understand the management of the business such that customer can be satisfied