Essays on Development Of An Integrated Marketing Communication Mix Strategy Case Study

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The paper "Development Of An Integrated Marketing Communication Mix Strategy " is a wonderful example of a Marketing Case Study. The 4Ps approaches of service and product marketing have several shortcomings. The 4Ps model is internally oriented, product-oriented, lacks human element, lacks interactivity with customers, lacks quality element and relation-building and communication is absent in the 4Ps approach (Armstrong & Kotler, 2007). This makes it inappropriate for service marketing that requires personalized relationships. Thus to address these shortcomings, service marketing has devised the services marketing mix. This is where the issues of employee motivations come in, branding of the products and services, knowledge management as well as the integration of the departments in the company to ensure there is a connection between the employees and the customers in the process of service production so that the needs of the customers can be met effectively (O'Guinn et al.

2003). Still, that is not enough and so the three integrated marketing communication campaign is used. One of the main purposes for the integration is to ensure the three tools or campaign works harmoniously with each other to accomplish the purpose it is intended to.

This is because their sum output is far much better than their parts of the output. The integration of the three campaigns is very important in a number of ways to the business. They will help in improving the competitive advantage of the business, it will also boost the profits as well as the sales, and it will help in the savings in terms of stress, time and money. The campaigns will be communication strategies which will target the customers directly hence enabling them to successfully move through all the process that entails buying of the products (Gottschalk, 2005).

There is an aspect of communication improvement, the company’ s image consolidation, as well as nurturing the relationship of the company with the customers all over. The effect of the three campaigns helps to bind the customers together with loyalty so that the company can have consistency with its customers. Market and Literature review Advertising There are four main characteristics that are associated with advertisement. It is very persuasive in its nature, it is very non-personal, it is usually paid for by a non-identified sponsor and finally it is only disseminated only through the media or the mass communication.

Through advertisement messages, the customers are able to adapt to the goods, the services, ideas and persons concerning the HP computer. The process of disseminating information through the mass media instead of using people to do it is also very cheap. It is one of the methods that are likely to reach to so many people in the whole world (Rix, 2007). It should be noted that the method is not very personal meaning that it lacks some ability to tailor the messages to the customers. Advertising's contribution to sales is difficult to isolate because many factors influence sales.

The contribution advertising makes to sales are best viewed over the long run. The exception to this thinking is within the internet arena. While banner ads, pop-ups, and interstitials should still be viewed as a brand promoting and not necessarily sales drivers, technology provides the ability to track how many of a website's visitors click the banner, investigate a product, request more information, and ultimately make a purchase.

Through the use of symbols and images advertising can help differentiate products and services that are otherwise similar. Advertising also helps create and maintain brand equity. Brand equity is an intangible asset that results from a favorable image, impressions of differentiation, or consumer attachment to the company dealing with the HP computer, brand, or trademark (Grant, 2001). This equity translates into greater sales volume, and/or higher margins, thus greater competitive advantage. Brand equity is established and maintained through advertising that focuses on image, product attributes, service, or other features of the company and its products or services.

Cost is the greatest disadvantage of advertising. The average cost for a 30-second spot on network television increased fivefold between 1980 and 2005. Plus, the average cost of producing a 30-second ad for network television is quite expensive. It is not uncommon for a national advertiser to spend in the millions of dollars for one 30-second commercial to be produced. Add more millions on top of that if celebrity talent is utilized (Russell et al.

2004). Credibility and clutter are other disadvantages. Consumers have become increasingly skeptical about advertising messages and tend to resent advertisers' attempts to persuade. Advertising is everywhere, from network television to daily newspapers, to roadside billboards, to golf course signs, to stickers on fruit in grocery stores. Clutter encourages consumers to ignore many advertising messages. New media are emerging, such as DVRs (digital video recorders) which allow consumers to record programs and then skip commercials, and satellite radio which provides a majority of its channels advertising free.

Reference

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Earl, M. 2001. Knowledge management strategies: Toward taxonomy. Journal of Management Information Systems, vol. 18, no. 1, pp. 215-233.

Gottschalk, P. 2005. Strategic knowledge management technology. United States: Idea Group Publishing

Grant, R. 2001. The resource-based theory of competitive advantage: implications for strategy formulation, California Management Review, vol. 33, no. 3, pp. 114 – 135.

Hannagan, M. 2005. Management concepts and practice. England: Prentice hall.

O'Guinn, T. C., Allen, C. T., & Semenik, R. J. 2003. Advertising and integrated brand promotion, 3rd Ed. Ohio: Thomson South-Western.

Rix, P. 2007. Marketing: A Practical Approach, 6th Ed. McGraw-Hill: Australia.

Russell, J. T., & Lane, W. R. 2004. Kleppner’s advertising procedure, 16th Ed. New Jersey: Prentice-Hall.

Schultz, D. E., & Kitchen, P. J. 2000. Communicating globally: An integrated marketing approach. Basingstoke: Macmillan.

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