UofP - MBA570 - DQs - Week Five - 08-14-06

UofP - MBA570 - DQs - Week Five - 08-14-06 - Discussion...

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Discussion Question 5.1 Due Episode V, Due Day 3 Integrated Marketing Communications Integrated Marketing Communications are the practice of developing a message that will combine the strengths of several different tactics across numerous media to ensure that maximum market penetration is achieved. This can include, but is not limited to, coordinated campaigns consisting of advertising, public relations, direct selling, product demonstrations, trade shows, and sales promotions like coupons and volume discounts. How can we utilize and incorporate all of the marketing information available to us as an organization (including research, sales history, knowledge of distribution channels, and pricing strategies) to develop an Integrated Communications campaign? How can such a campaign invoke an emotional response with the target market, lower the market's sales resistance, and persuade the market to purchase the product? Be sure to include examples from your own experiences and/or the readings to provide support for your answers. Integrated marketing has become a mandate within most marketing organizations (Kerin, et al., 2006). With the fragmentation of media choices, shifting media consumption habits, and greater focus on the accountability of marketing spending, organizations are trying to orchestrate integrated marketing programs (Santello, 2006). From research, I discovered many ways to develop an integrated marketing campaign that invokes emotional responses with the target market, lowers the market’s sales resistance, and persuades the market to purchase a product. Organizations should (1) specifically define integration, (2) learn from other leaders, (3) keep communication brief focused and all-inclusive (Kerin, et al., 2006), (4) partner with media representatives, commercial directors, and/or web developers for ideas (Santello, 2006), and (5) hold someone accountable for the integration. In defining integration, we must find out if it is purely strategic where the brand positioning or promise is carried throughout. In doing so, we must examine the message (by individual or by group) and the visual implementation (e.g., standard visuals or common visuals) (Santello, 2006). Furthermore, benchmarking other leaders will assist in further defining a great integration. Next, we must keep communication brief focused and all-inclusive. By creating one singular and focused brief that drives the message equally in all media, we can focus on the idea. Subsequently, everyone that touches the communication should be briefed at the same time (e.g., media agency, creative agency, PR, web, customer relationship management (CRM)). Lastly, media representatives, commercial directors, web developers—people that usually get involved somewhere in the middle—can be great sources of ideas for integration, even after initial plans and creative ideas are developed! Bottom line: customer perceptions and relationships are determined to a large degree by the
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This note was uploaded on 06/12/2011 for the course ETHICS mba taught by Professor Wilkes during the Spring '05 term at University of Phoenix.

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UofP - MBA570 - DQs - Week Five - 08-14-06 - Discussion...

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