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The advertisements targeting parents in magazines might emphasize the nutritional components of the cereal and its effectiveness in enhancing their children's overall health and development, while not being a cereal they would have to 'force-feed' to their children during an unpleasant mealtime struggle in the morning.
IMC strives to deploy new media and old media in an integrated and effective manner, but with a coherent message. This coherency increases simplicity and ultimately makes the promotion more effective. Similar slogans and catchphrases in the child and adult-targeted advertising would be necessary to avoid confusion -- one would not want the adult to accidentally buy the wrong cereal for the child, for example, due to a confusion of what cereal he or she saw in the advertisement or what the child was begging for by name. Also, the parent must 'walk away' with the promoted health benefits of the whole grain, fortified cereal enough so that he or she feels compelled to become a consumer.
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When interviewing different consumers about their reasons for purchasing (or not purchasing) the product, the focus groups should be asked about product desirability overall. But to truly test the effectiveness of an IMC strategy, they must also be asked what message they 'took away' from the advertising and marketing strategies. Did they take away an integrated and singular message from all media used, or was the message confused? This is the critical question to evaluate the 'integrated' aspect of an IMC campaign. Individuals from the target audiences should also be solicited to determine what media they most often consulted when making personal product decisions and what aspects of the campaign they found uniquely compelling. The media balance may need to be reevaluated to better reach the target consumers of the product, in this case, parents and children.
IMC Plan for Red Bull: Integrated marketing communications is a general term that is used to refer to a holistic approach to marketing communication that is geared towards ensuring or enhancing the consistency of the message and the corresponding use of media. This concept is the combination of every marketing tool, approach, and resources in a company that enhances impact on the mind of consumers leading to maximum profit at lower
IMC Strategy Exploring the Aspects of An Integrated Marketing Communications Strategy Given the proliferation of marketing, selling and service channels, the need for orchestrating all of them together for a common strategic marketing goal is critical. The coordination of advertising, direct marketing, online advertising, social networks and media, sales promotion, publicity, public relations and personal selling all need to have a common platform to execute from. The emergence of Integrated Marketing Communications (IMC)
IMC Strategy Integrated Marketing Communication and Customer Satisfaction Strategy The ability to set and exceed customer expectations on a consistent basis is critical to creating a profitable business. The defining of an effective Integrated Marketing Communication (IMC) platform and series of strategies has a direct impact on the expectations set with prospects and customers both. The ability to measure expectations and their relationship to customer satisfactions can provide insights into how best
The managers will not act as apologists for staff failures, but will instead accept responsibility for the deviation. The manager will outline the situation as he or she understands it and the different steps that have been taken to remedy the situation. If a direct remedy is required for the customer, then the customer shall receive a direct remedy from the company. While such a policy may be costly to
Integrated Marketing Communications The way people are viewing, comparing and even purchasing insurance is changing. More and more customers are using the internet to compare and buy insurance. Westfield Insurance and its agents and agencies need to understand this trend this can open up a whole new group of potential customers especially the young generation. For this purpose, Westfield and its agencies need to adapt their marketing and communication channels to target
Evaluating the Effectiveness of an IMC Strategy Given the complexities of IMC strategies and programs and their highly integrative nature, the metrics and key performance indicators (KPIs) used for evaluating them often align to every stage of the selling cycle. As the sales cycles for consumer products are often significantly faster and more focused on transaction speed than on long-term selling relationships, the metrics and KPIs of IMC strategies in these