You have been newly appointed as Promotions Manager to a company - Your task is to convince your managing director to consider an IMC campaign.
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,
I am thinking of setting up a new fast food restaurant in the Reading area. I know from my own knowledge of the area that similar restaurants already exist and I will have competition! Will my business be successful? Is there room for my restaurant?
Contents Page 2 to 5 Action Plan Page 6 to 16 Task 2: Research the Competition Page 17 to 19 Marketing Report Page 20 2.0 Objectives Page 21 to 26 3.1 and 3.2 Questionnaire Page 27 to 32 Pie and bar graphs Page 33 to 35 3.3 Analysis of Results Page 36 to 37 3.4 Evaluation of questionnaire Page 38 to 40 4.1 Marketing Campaign Page 41 to 43 4.2 The Costs of Marketing Page 44 to 46 4.3 Conclusion, Marketing Plan Page 47 5.0 bibliography Page 48 6 Appendices Action Plan I am thinking of setting up a new fast food restaurant in the Reading area. I know from my own knowledge of the area that similar restaurants already exist and I will have competition! Will my business be successful? Is there room for my restaurant? My set tasks are to: * Conduct market research that my target market will be and what goods and services they want in a fast food restaurant. I.e. good prices and new products. * Look at results of the market research, decide what the results tell me and make any necessary changes to my plan. * From my results I get, I will decide how I can make the best advertise and promote my new business, i.e. plan a marketing campaign. To find out any necessary information I will use: * "GCSE A-Z Business Studies" book by Arthur Jenkins * Exercise book * "Business Studies for you" text book by David Needham and
Brief History of TV.
Brief History of TV Curious about the history of television? Welcome to: "Television History - The First 75 Years" The entire website is devoted to the history of the design, development, and marketing of the television set. It is arranged in a chronological order, year-by-year, so you can see how things progressed. The timeline button bars on the Home Page will take you to hundreds of illustrations, graphics, reference articles, advertising, photos and scans of real TV sets of long ago, from the US, Europe and Japan. When clicking hot-links on this page, it is better & faster to use your browser's "BACK" button to return to this page. Television Development - 100 Years at a glance 880s to 1899 Period of Dreams, Concepts and Initial Discoveries 900 The word "Television" is first used 922 to 1927 Early Experiments with a MECHANICAL scanning disc system. TV Picture is neon orange and very small. 928 to 1934 First Mechanical TV Sets sold to public -- At the peak, 42 US stations were in operation using the Jenkins system. However, picture quality is lacking. Not suitable for commercial use. Electronic TV offers greater promise. 926 to 1935 Early Experiments with All-Electronic Cathode Ray Television (the basic system we have today) 935 to 1941 Electronic (Experimental) TV begins broadcasting in Germany, England, Italy, France, USA, Holland, etc. Early 1940s
Marketing Promotional Strategy.
Marketing Promotional Strategy Product- A Marks and Spencer virtual mobile telecommunication network. This service would be run on one of the four major networks, mm02, Vodafone, Orange, or One2One. The pricing tariffs will be competitively priced to match the current markets prices. The user of the Marks and Spencer mobile phone will be sent news of special offers and deals, and other promotional advertisement by text message. This will include phone owner special offers and a point scheme where by every time they use a special offer sent to them by text message they will get special bonus points which will earn them credit for their mobile phone or money off their bill. This service will include special Marks and Spencer mobile phones, which will be exclusive to the Marks and Spencer owner. The Marks and Spencer network will be known as Marks and Spencer Mobile. Business Objective- The objective is to obtain and retain a loyal customer base that will hopefully spend more money and not shop at rival stores. The Marks and Spencer mobile phone will be based on the Orange network as this would make them compatible with other Orange phones making calls between them cheaper, this is more likely to happen as Orange has the largest market share. Marketing Objective- To create a mobile phone network and to advertise and send special offers to subscribers of the Marks and Spencer
Television industry is experiencing significant growth in the UK.
INTRODUCTION. Television industry is experiencing significant growth in the UK. During the past decade it went through some major changes, that have reshaped the whole picture in the industry. These changes will most certainly continue in future. There are a number of questions that are important to answer, such as where all these changes will lead to? Will they make the industry more profitable or will they cause losses? Which companies will more likely fall into each of these categories? Is the industry worth investing? Can it bring any good return on the investments made today? If it can, then where in particular and in what particular way these investments should be made? The authors of this report aim to analyze the current situation in the UK TV industry and suggest the forecast for its future, taking into account the various trends of development, present today in the industry. A significant part of this report is devoted to the overview of the industry and SWOT analyses of the main companies and industry sectors. This kind of analysis gives an extensive information about the current situation in the industry as it provides a detailed list of the strengths and weaknesses of the main companies. It also outlines their opportunities and threats, which gives the base for the future forecast. The information found in the SWOT analyses is summed up in the sections: "The
Marketing Promotional Strategy - A Mobile Phone Network for Marks and Spencer
Marketing Promotional Strategy Product- A Marks and Spencer virtual mobile telecommunication network. This service would be run on one of the four major networks, mm02, Vodafone, Orange, or One2One. The pricing tariffs will be competitively priced to match the current markets prices. The user of the Marks and Spencer mobile phone will be sent news of special offers and deals, and other promotional advertisement by text message. This will include phone owner special offers and a point scheme where by every time they use a special offer sent to them by text message they will get special bonus points which will earn them credit for their mobile phone or money off their bill. This service will include special Marks and Spencer mobile phones, which will be exclusive to the Marks and Spencer owner. The Marks and Spencer network will be known as Marks and Spencer Mobile. Business Objective- The objective is to obtain and retain a loyal customer base that will hopefully spend more money and not shop at rival stores. The Marks and Spencer mobile phone will be based on the Orange network as this would make them compatible with other Orange phones making calls between them cheaper, this is more likely to happen as Orange has the largest market share. Marketing Objective- To create a mobile phone network and to advertise and send special offers to subscribers of the Marks and Spencer
The fundamental aim of this study is to evaluate whether or not the Internet is an effective new media for advertising.
Introduction The fundamental aim of this study is to evaluate whether or not the Internet is an effective new media for advertising. The Objectives of the study are as follows: * The effectiveness of advertising over the internet * The differences of internet advertising compared to traditional advertising * To evaluate the effectiveness of the measurement tools used to determine Internet advertising effectiveness. * To identify and evaluate the role of advertising over the Internet. Internet advertising is influences individual lives everyday. As Wilmshurst and Mackay (1999) once said "Advertising is an inescapable part of our lives and very much involved in the rapidly changing technology of the world we live". In the past decade has witnessed the development of information and communication technologies that enables easy and rapid interaction between customers and advertiser. As a result, advertisers are increasingly relaying on various modes of interactive technology to advertise and promote their products and services. A new genre of advertising and marketing communications agencies has emerged, the interactive agency, even more traditional advertising agencies have embraced interactive technologies. According to Reuters in their report "The Global Internet: The Next Revolution" the total size of the global online population will grow from over 252.0 million
The Historical Critical Approach to the Bible requires the text to be read in its original context of meaning without regard to later dogmatic systems of belief. What are the strengths and weaknesses of this approach?
The Historical Critical Approach to the Bible requires the text to be read in its original context of meaning without regard to later dogmatic systems of belief. What are the strengths and weaknesses of this approach? Throughout the course of history, textual interpretation and understanding has been the subject of intense debate. Interpretation of a text has as its primary goal understanding of that text. However, it is important to identify that understanding is not always unambiguous, perspicuous and 'immediate'. Understanding may be realised through an ongoing process of interpretation; a process which ultimately aims to fully comprehend the given text. However, the apparently unambiguous term 'comprehension' betrays complex procedures of interpretation and diverse and radically opposing views as to what this term is seen to constitute. Hermeneutics, in relation to Biblical texts, is defined as the theory of text-interpretation, concerned primarily with the analysis of specific techniques of textual interpretation, the relationship between the interpreter and the text, and the process and result of the application of a specific interpretative mode.1 Within this essay, we concentrate on the historical critical approach, and analyse its aims, strengths and weaknesses. However, before introducing the historical critical approach, it may be worthwhile to briefly
Newspaper Comparison.
Newspaper Comparison Today's society is in many respects dominated by the media. Newspapers, books, television, radio and the Internet not only play significant role in an average person's life but are also multi-billion pound industries that, through the public exposure they are subject to, carry great influence. One of the oldest media formats still in use is the newspaper. This old printed format carries great political power and boasts huge readerships, partly due to its cheap price, never exceeding a few pounds an issue, and its portability. Throughout the decades during which Newspapers have developed, two main styles of writing and presentation in newspapers have emerged: Tabloid and Broadsheet. Each varies greatly in their portrayal of the news and current affairs. This can be clearly seen through the differences between tabloid and broadsheet stories even when describing the same event. All newspapers have the intention to inform and entertain their readers. However, broadsheet newspapers have typically favoured the information function whereas tabloid newspapers are more biased towards and entertainment function. Although tabloid and broadsheet are the two main newspaper formats some newspapers do occupy an intermediate space between the two. The term broadsheet and tabloid refers to the size of the paper on which they are printed: tabloids, being printed on
Social, cultural and historical events have played a major role in television advertising and will continue to do so for a long time to come.
Media are channels through which information is transmitted. The media includes: television, radio, films, videos, computers, books, and magazines.Janowitz (1968) states that: "mass communications comprise the institutions and techniques by which specialized groups employ technological devices (press, radio, television, radio, films, etc.) to disseminate symbolic content to large, heterogenous, and widely dispersed audiences." Mass communications are uniquely a feature of modern society; their development has accompanied an increase in the scale and complexity of societal activities and arrangements, rapid social change, technological innovation, rising personal income and standard of life, the decline of some traditional forms of control and authority. There is an association between the development of mass media and social change, although the degree and direction of this association is still unknown. Many of the consequences, either harmful or beneficial, which have been attributed to mass communications are almost certainly due to other tendencies in society. Few sociologists would deny the importance of mass communication as a major factor in the production and distribution of social knowledge and social imagery in modern societies. Whether television or radio has had a decisive influence on everyday life has been questioned by sociologists, psychologists and many other
