• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20

You have been newly appointed as Promotions Manager to a company - Your task is to convince your managing director to consider an IMC campaign.

Extracts from this document...


M K T 3 1 0 Promotions Management Assignment One Due Date: Wednesday, 24 March 2004 Value: 20% Student Name: Laura Hughes Student Number: 94083572 Table Of Contents Assignment Question Page 3 Executive Summary Page 4 Introduction: Company Overview The Australian Jockey Club Page 5 The Racing Industry Page 5 The Marketing Challenge Page 5 Literature Review: Integrated Marketing Communications (IMC) Definition(s) of IMC Page 6 IMCs Status as a Theory Page 7 Changes that Led to IMC Page 7 Key Features of Integrated Marketing Communications (IMC) IMC + Target Audiences Page 9 IMC + Relationships Page 9 IMC + Synergy Page 10 IMC + Marketing Mix Page 11 IMC + Outside-in Planning Page 12 IMC + Integration Page 13 Conclusion Page 15 References Page 18 Assignment Question Topic You have been newly appointed as Promotions Manager to a company. Your managing director thinks that integrated marketing communications campaigns are not useful for your organisation. Your task is to convince your managing director to consider an IMC campaign. Write a report outlining why your company needs an IMC. In answering this question, you will need to relate your answer specifically to either: a. A sporting organisation, such as the NRL, cricket, AFL clubs, or local sporting clubs. OR... b. A community service, such as a charity, conservation group etc. You must provide a brief background (1 page maximum) for your chosen organisation. Be sure to discuss relevant theoretical concepts and apply to your practical example. Executive Summary Marketing communications can be defined as the collection of all strategies, tactics and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used. An organization's total marketing communication efforts is called its promotional mix; and generally includes a specific mix of advertising, personal selling, sales promotion, sponsorship marketing, public relations (publicity) and point-of-purchase communications. However, communication goes beyond these elements mentioned in the promotional mix. ...read more.


IMC + Synergy Synergy implies the working together of various elements into a unified whole; in this case, the working together of different marketing disciplines to form a cohesive marketing thrust. IMC creates many benefits by taking advantage of synergies. For example, * All of the organizations' communication messages project a consistent, unified image. This involves a centralized messaging function so that everything a company says and does communicates a common theme and positioning (Belch & Belch, 2004). When customers have to resolve differences between messages, it weakens their confidence in the company. Consistency in slogans, appearance, and other cues serves to strengthen consumer familiarity with the company. Further, since customer and stakeholder audiences do not distinguish between messages intended for them and those intended for other audiences, IMC serves as a mechanism for checking for message conflict (Moriarty, 1997). For example; The San Miguel Autumn Carnival, held over four days (Derby Day, Doncaster Day, Oaks Day and, Cup Day), is the crown jewel of the AJCs racing season. The carnival features Australia's record prize pool totalling $8 million (www.racing-nsw.com.au). Some of the highlights of this carnival are the AJCs Lawn Parties on each of these days, featuring marquees and entertainment for pre-purchased ticket holders. If the AJC told its current race club members that the four-day Autumn Carnival is 'Australia's richest and most exclusive event of the year', and at the same time, the local community are hearing that the Lawn Parties are going to be 'the best deal in town', then audiences are receiving conflicting messages. One says this event is going to be expensive and for the elite, whereas the other says the event is going to be inexpensive and for the masses. Since stakeholders overlap, it is very likely that some of the local community are also members of the AJC and these conflicting messages will be sent to the same person and will result in confusion and dissonance. IMC is able to manage these issues through synergy (Moriarty, 1997). ...read more.


IMC acknowledges that the organisation has more than one target or stakeholder audience with whom it must communicate - and is able to reach these audiences more efficiently and effectively. This is important since the AJC must communicate with many stakeholders in organising its race meetings. IMC also recognises the necessity and profitability of building closer relationships with these target audiences and stakeholders. In doing this, the AJC can potentially enhance brand awareness and loyalty amongst its customers, and can improve the whole value chain creating a competitive advantage. Additionally, IMC creates benefits for the AJC by taking advantage of synergies. These include: maintaining a consistent, unified brand image; reducing message conflict and duplication; providing optimum value in terms of reach, impact and economic saving; building brand equity thereby enhancing customer loyalty and reducing competitors' marketing actions. Further, IMC coordinates and communicates each part of the marketing mix by combining the 1960s four-Ps (Product, Price, Place, and Promotion) with the 1990s four-Cs (Consumer, Cost, Convenience, and Communication). In doing this, the AJCs marketing communications will effectively reach the target audience thereby building profitable customer relationships and brand name awareness. Moreover, IMC is driven by an outside-in approach to marketing communications by starting with an understanding of the target customers and recognising that everyone associated with the organisation is responsible for communicating with the target audiences. This outside-in approach can build perceived value into the AJCs brand, and separate it from the competition in the minds of their customers and prospects Lastly, IMC can occur in different forms at different levels of development. Seven levels of development were identified for the AJC including awareness of the need for integration, image integration, functional integration, coordinated integration, consumer-based integration, stakeholder-based integration and relationship management integration. By adopting the new mindset and principles of IMC, the AJC can craft the right balance of media investments - quickly, profitably and continuously. The net effect is that the AJCs brand communications achieve their desired objectives despite the fragmented media landscape, radical consumer change and technological advancements. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Understanding and keeping ahead of the competition One of the key factors in any market is the existence and strength of the competition. In a competitive environment organisations are forced to be on their toes. They cannot allow rivals to gain advantages by offering lower prices or goods customers perceive to be substantially better.

  2. McDonalds Promotional Objectives The companies' main objective is to be the family restaurant ...

    They are targeted towards children and encourage repeat visits. As the Happy Meals have become very popular with customers they continually increase sales. Further information of this can be found on page 24. Main Media Advertising Expenditure In 1998, an estimated 74% of main media advertising expenditure from McDonald's was devoted to television exposure and another 20% to outdoor advertising.

  1. Coca-Cola markrting mix

    is a massively successful advertising campaign reinforcing the link between Coca-Cola and football while continuing the brand's support of the game and fans. Place When Robert Woodruff stated that Coca-Cola should always be "within arm's reach of desire" he meant that he always wanted the product to be readily available.

  2. A Brief History of Coopers. 2

    Family owned 6. Reasonably priced Which means... - Use money to enter new markets - Use advertising to promote product range - Use ads to launch - Use internal wealth of company to investigate new technologies - Use low price to enter markets Which means... - Use advertising to promote taste over mass produced competitor products (slogans like 'hand made by the Cooper family')

  1. A case against the moving from sms to mms - Will the multicolored animated ...

    This causes a problem in itself having a MMS enabled phone does not hold well if no one else is able to receive your enhanced messages. Another problem, is to do with the mobile industries perceptive of what the consumer really wants; the whole telecom industry suffers from an obsession

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    These buyers require the information about sellers and their goods. Feeling necessity in the goods or service buyers begin searching for such information. Advertising represents for him value because it betrays already listed above information. "Having met" advertising, the buyer receives the message about the seller and his goods or service.

  1. Marketing Media and Audience Feedback

    through analysing the marketing mix for existing media products, producing a marketing plan for a new media product, producing advertising and promotional materials for a new media product, presenting a new media product and adverts/promotions to an audience and gain feedback, and evaluating feedback about the new media product and the advertising campaign.

  2. (A) How professional advertising agencies can contribute to the success of a marketing campaign

    happy with the services offered by Sainsbury's they may chose the type audience they believe this type of promotion campaign is targeted at for example the may use segmentation and separate the customers in to small groups or maybe they may use blanket promotion basically doing a research on the market Sainsbury's intend to capture.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work