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Integrated Marketing Communication is the activity that entails design of effective messages to reach a target audience. The audience in such endeavor is the targeted individual that may also be a part of a class or group. The focus of the activity is to alter, form, or construct attitudes. It follows that the communication should make a lasting impact that evokes a long-term or short-term response to the message delivered.
There are chiefly two ways of transmitting such messages. The first one is through personal meetings and interaction. This is the direct and what is known as 'human-touch' method, where assurance is guaranteed through gestures like a warm handshake, a pat on the back and confident, reassuring facial expressions and a positive body language. Such communications involves the services of sales representatives, customer service personnel or even repair department personnel who can pass on the relevant message adequately. In the IMC program design, they play an important role and should be an invariable part of marketing communication exercise (Advertising Design, n.d.).
The second method is a faster one reaching many individuals simultaneously. Broadcast media like radio and TV are the conventional channels through which messages can be conveyed. These media channels do not possess the same human touch that the sales representatives or customer service personnel carry. The design team in the marketing communication...
It thus looks for stories and creative scenarios that make a lasting and distinct impact about the product. The perception that the recipient gets is that the product adds value to his life (Tilton).
The marketing communications planning team of Coca Cola will create the content under an umbrella theme of "live positively" which is the overriding concern of most people in contemporary times. They plan to create interrelated segments of a whole message and disseminate the messages through various channels. Thus, though each segment creates the message the company seeks, the overbearing theme is common. This resembles the tent shape that has the tent-pole as its main stand and is supported to hold tight through the numerous and displaced pegs. Such strategy will possibly pass on the company image, brand and message effectively and at the same time strike a personal chord (Tilton). In so doing, Coca Cola will reach out to customers as a brand conscious of quality, value, innovativeness, and fluidity. The very characteristics that it stands for will thus be transmitted to…
references. Creative advertising assists the product in being one- of- a- kind. It is essential for general managers to contribute creative ideas, which may facilitate the firm in gaining an edge over competition.
Unit 8
Specify the changes in advertising regarding your chosen tradition as portrayed over the years (1920s until today) in advertising in terms of communicating with the customer.
For over ten years, a spurt has been seen in the field of consumer behavior, for studying advertising as a text, a social product, and rhetoric. One can also notice growing acknowledgement of the fact that advertising requires more focus than it is getting now. Bearing the above two aspects (shifts in perception) in mind, an attempt is made to further develop commercial visual expression theory using a carefully selected example. A close analysis is offered of one specific visual trope or rhetorical device, which is a standard in advertising, namely, white space. This white space or 'negative space' refers to the evidently open space that can be obtained between other objects or design elements within an ad's borders. It is normally used to communicate style, command, leadership, dependability, honesty, sophisticated taste, and modern nature, linked with the elite of society (Pracejus, Olsen, & Guinn, 2006).
In 1843, Sir Henry Cole was the very first individual to send a commercially-made Christmas card. Subsequently, images of Santa Claus and Christmas continued to evolve through the late 1800s and early 1900s. During that period, Christmas cards garnered immense popularity, and helped form the prevalent visual Christmas imagery holds its charm even today. Ads used parallel images, though in those days, advertising
Specifically, both the literal meaning of the sentiment "You mean more to me than anything else in the world" and also the actual purpose of a life insurance policy itself demonstrates love for the beneficiary. Finally, in this case, the Pathos approach is perfectly consistent with the Logos approach; in fact, it is arguable that it is only the logical implications and concepts that give rise to any reason
Likewise, her mannerisms, body positions, movements, facial expressions, makeup, and her attire selected for the commercial reinforce sexuality and physical attractiveness throughout (Gerrig & Zimbardo, 2001). Logos: The appeal to logic takes the form of the only spoken words in the advertisement. The words "sexy," "powerful," and "attitude" are repeated throughout the commercial, uttered in a sexual, breathy female voice. The clear message is that use of the product will increase a
Advertising and public relations serve to communicate ideas and convince the audience of something. Politicians are among the most prolific advertising spenders during election campaigns and can have enormous public relations machines. This is especially true of Presidential candidates, who must first run for their party's nomination and then must run for President. We know that Hillary Clinton went from frontrunner to loser in the race for the Democratic Presidential
"Given such preferential consumer demand, most chocolate production is done within the country" (Hui-lin et al., 2001, p. 3). Technological. Fuji Oil, Nestle and Mars are the only three companies among the top ten chocolate assignees with patents in all relevant patent classes as shown in Table 4 below. Table 4. Mars Incorporated Patent Classes: Top Chocolate Technologies and Subtechnologies. Source: Hui-Lin et al., 2001, p. 8. With 5 patents each in class A23G
Safeguarding the privacy of the respondents is vital. Setting a certain criteria to guarantee the security and privacy of the respondents will be useful like informing the respondents that their names will be kept confidential, their location and company will be mentioned only if they give their consent, participation is completely voluntary, and it cannot be imposed. In any way, no such information will be publicized that can help to
Behavioral analytics are making it possible for companies to combine personas and social networks, gaining invaluable insights into the performance of promotional programs in real-time. In addition to all of these benefits, analytics will make it possible for marketers to fine-tune each element, offer and even digital channel used in the presentation of a promotional offer to a specific audience. By combining all available sources of analytics, marketers will