Description
Provide an overview of an IMC plan for a Saudi Arabian company of your choice.
Discuss the following components:
Briefly share the company’s current marketing communications activities and their target audience, including a description of the company’s primary and secondary target audiences.
Discuss at least two trends that you think they should include in their marketing communications, and provide specific examples of how the trend can be leveraged to achieve the company’s marketing objectives.
Discuss the concepts, principles, and theories from your textbook. Cite the textbooks and cite any other sources if appropriate.
Your initial post should address all components of the question with a 500-word limit.
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No AI tools are allowed.
500-word limit.
Readings Required:
- Chapter 1 in Integrated advertising, promotion, and marketing communications
- Rehman, S. ul, Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. SAGE Open, 12(2), 215824402210999. sagepub. https://doi.org/10.1177/21582440221099936
Recommended:
Marketing Communications
Ninth Edition
Chapter 1
Integrated Marketing
Communications
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Chapter Objectives
How does communication take place?
1.2 What is an integrated marketing communications
program?
1.3 Which trends are affecting marketing communications?
1.4 What are the components of an integrated marketing
communications program?
1.5 What is meant by GIMC?
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Lending Tree
• New product ideas can
arise from frustration
• Lenders and borrowers
meet on one common
website
• Marketing challenges
have evolved over past
20 years
• Quality communication,
consumer engagement
key
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Chapter Overview
• Advertising and marketing face a shifting landscape
• Traditional media viewership has declined
• Internet and social media usage has risen sharply
• Effective promotions are multifaceted
• Connectivity and interaction with consumers is key
• Advertisers are turning to more innovative approaches
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Figure 1.1: Communication Process
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Chick-fil-A and Social Media
• Integrates online with
offline
• Customer engagement is
the primary goal
• Store openings
announced via social
media
• “Cow Appreciation Day”
• “Eat Mor Chikin” offline
advertising
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Questions to Consider (1 of 2)
• How does Chick-fil-A use social media to interact with
customers and other followers?
• What do you think of the company’s social media
presence? Where would you suggest improvements?
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Figure 1.2: Examples of Communication
Noise
• Talking on the phone during a commercial on television
• Driving while listening to the radio
• Looking at a sexy model in a magazine ad and ignoring the message
and brand
• Scanning a newspaper for articles to read
• Talking to a passenger as the car passes billboards
• Scrolling past internet ads without looking at them
• Becoming annoyed by ads on a social media site
• Ignoring tweets on Twitter because they are irrelevant
• Being offended by the message on a flyer for a local business
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Recent Developments
• The dynamics shown in Figure 1.2 have evolved
• Communications involves a “dance” between sender and
receiver
• Each transmits and receives verbal and nonverbal cues
interactively
• Companies must react and reply to all messages
• Both partners deal with noise and clutter
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Integrated Marketing Communications
• Integrated Marketing Communications is the
coordination and integration of all marketing
communications tools, avenues, and sources in a
company into a seamless program designed to maximize
the impact on customers and other stakeholders
• IMC covers all business-to-business, market channel,
customer-focused, and internally-directed
communications
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Figure 1.3: Components of Promotion
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Figure 1.4: Steps of a Marketing Plan
• Current situational analysis
• SWOT analysis
• Marketing objectives
• Target market
• Marketing strategies
• Marketing tactics
• Implementation
• Evaluation of performance
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Figure 1.5: Trends Affecting Marketing
Communications
• Emphasis on accountability, measurable results
• Mobile marketing
• Integration of media platforms
• Shift in channel power
• Increase in global competition
• Increase in brand parity
• Emphasis on customer engagement
• Focus on convenience
• Cause-related marketing, advertising
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Accountability and Measurable Results
• Company leaders expect tangible outcomes
• Effort led by CEOs, CFOs, and CMOs
• Advertising agencies expected to deliver results
• Emerging social media changes communication
• Emerging alternative methods and media
• Less reliance on television and other mass media
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Mobile Marketing
• Includes smartphones, tablets, text messaging
• Can create an emotional experience with the brand
• Many companies have moved traditional media dollars to
digital media
• Social media, digital channels give consumers access to
information on companies, products, and brands
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Questions to Consider (2 of 2)
• What are some of your best or worst mobile marketing
experiences as a consumer?
• In your opinion, which brands do the best job of reaching
you with relevant messages wherever you are?
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Integration of Media Platforms
• Consumers integrate platforms
– More than 5 hours per day on non-television screens
– As much as 10 hours per day combined with
television
• Ways consumers integrate media formats:
– Content grazing
– Investigative spider-webbing
– Quantum journey
– Social spider-webbing
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Figure 1.6: Pathways Consumers Use to
Interact across Media Devices
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Changes in Channel Power
• Retailers
– Control channel
– Control shelf space
– Have purchase data
– Determine products and brands on shelves
• Consumers
– Internet shifts power to consumers
– Multiple methods of making purchases
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Increases in Global Competition
• Information technology
and communication has
changed the marketplace
• Products can be
purchased from anywhere
on the globe
• Customers want both low
prices and high quality
• Manufacturers and
retailers must work
together
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Increases in Brand Parity
• Brands viewed as providing identical attributes
• Shoppers select from a group of brands
• Quality and characteristics less important
• Price more important
• Decline in brand loyalty
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Emphasis on Customer Engagement (1 of 2)
• Marketers seek to engage customers with the brand at
every contact point
• Digital and social media now part of total integrated
marketing approach
• Two-way communication is key
• Firms strive to develop emotional commitment
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Emphasis on Customer Engagement (2 of 2)
Customer engagement
remains important in times
of disaster.
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Focus on Convenience
• Consumers value time in new and important ways
• Emphasis on making purchases quick and simple
• Home delivery systems and store pick-up programs
increasing
• Many services now made from a consumer’s smartphone
or tablet
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Cause-Related Marketing and Advertising
• More consumers want to
buy products attached to
socially responsible
efforts and causes
• This trend greatly
increased during the
COVID-19 outbreak
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Figure 1.7: Five Reasons Why Integrated
Marketing Works
1. Unifies strategy and message across channels
2. Streamlines timing
3. Connects with multiple audiences
4. Creates meaningful insights
5. Maximizes impact
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Figure 1.8: Overview of IMC Text
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International Implications
• GIMC: Global Integrated
Marketing
Communications
• Goal: to coordinate
marketing efforts
• Challenge due to national,
cultural differences
• Standardization versus
Adaptation
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Blog Exercises
• Gas station advertising
• Facebook
• Communication patterns
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