manufacturing floormops, adds to thepower theyhavein the channel.Designer label dresses sold in an up-market boutiqueThe demand for designer label dresses is in accordance with the designer's name. In this case, the manufacturer or designer will hold a considerable amount of power in the marketing channel. Referentpower in this case is prominent.A new Mercedes Benz E-classIn the case of a Mercedes Benz E-class, where the car is sold through a number of exclusive Mercedes Benz car dealerships, the dealerships adhere to the rules and guidelines set by Mercedes Benz tomarket and sell these cars. In this case, the manufacturer has legitimate power over the dealerships, aswell as referent power due to the image and status of the Mercedes brand name.MicrosoftWindowsVistaMicrosoft Windows enjoys an extremely strong position within the world market. It is to the benefit of any retailer that sells computer products to stock Microsoft Windows as one of its products. Microsoft, therefore, has significant channel power; in this case, it is based mainly on information power and referent power. Should they so wish, they could also exercise a significant amount of coercive serveand reward power based on their strong position in the market.YOU HAVE BEEN APPOINTED AS THE MARKETING COMMUNICATION MANAGER AT ADCHEK RESEARCH. THE EXECUTIVE MANAGER OF THE COMPANY HAS ASKED YOU TO WRITE A REPORT ON PROMOTING INTEGRATED MARKETING COMMUNICATION IN THE COMPANY. PROVIDE AN OUTLINE OF YOUR REPORT.The report will have the following outline:IntroductionIntegrated marketing communicationDefinition``a planning process designed to ensure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time''. Integrated marketing communication can be defined as a holistic approach to promote buying and selling in the digital economy. This concept includes many online and offline marketing channels. In South Africa, online marketing channels include e-marketing campaigns such as search engine optimisation (SEO), pay-per-click, affiliate, e-mail, banner and the latest web-related channels for webinar, blog, RSS, podcast and Internet TV.The retailer Pick n Pay, for example, has a website where the consumer can order groceries and arrange for them to be delivered. Offline marketing channels include traditional print (newspapers, magazines), mail order, public relations, billboards, radio and television. Pick nPay also makes use of traditional media, such as newspapers and brochures, to advertise their products.Phases of the marketing communication planning processImportance of integrated marketing communicationConclusion
Promotion Management MNM304-8advertising strategy are the following:. Target market identification and positioning. Before advertising, the retailer should have a target market in mind.This will help the retailer to decide the medium(ormedia) to use, who to reach and, if necessary, how often to communicate.