Strategic Integration Of Marketing Communication

Strategic Integration Of Marketing Communication
Introduction
Intensified competition in the contemporary business highlights the importance of intensive
marketing communication to convince target customers of the benefits of desired purchase actions,
so as to boost sales. Advertisement is no longer enough for this purpose. Firms now strive for a
strategic integration of diverse promotional tools and techniques to strengthen the communication
impact, giving rise to the concept of integrated marketing communication (IMC) and the
communication mix in the marketing field. This essay focuses merely on interactive marketing, a
rising element which has drawn tremendous attention from both the academia and practitioners.
Based on latest digital technologies, it provides new approaches to ... Show more content on
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The advent of interactive marketing is seldom attributed exclusively to technical advance. It is more
a result of changed customer behaviour, especially media consumption behaviour and exchanges
with the businesses. The Millennials now has become the largest consumer group across countries.
They are so famous for their heavy exposure to digital, interactive media that they are also known as
digital immigrants (usually those born before 1990) and digital native (usually born after 1990)
(Moore, 2012). Interactive media have penetrated deep into every aspect of their daily life, ranging
from socializing and keeping connected with others, through shopping and settling payment, to
sourcing entertainments and information. Therefore, to get them covered by a planned marketing
effort, marketing via interactive media is a must. In addition, marketing management currently has
evolved from a production–oriented era to an experience/relationship–oriented era when customers
expect total experience with the selected brands, and the brand owners expect a long–term strong
relationship with their customers to withstand the intense competition (Dagger & O 'Brien, 2010).
Interactive marketing represents an ideal tool to provide customers with additional experiences, and
allows the firms to intensify the connection with their customers. For example, a birthday coupon
sent through an e–mail from a company offers additional surprise for its customers, and
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International Journal Of Strategic Communication
When looking at big brands and companies, such as fast food industries, one can think of a couple of
favorite go–to places. Places like these have strong marketing strategies to get customers to keep
coming back for more and become favorable to the public. It is in the hands of public relations to
handle a company's brand image to get people hooked to a business's products and to keep a positive
relationship with its consumers. On the other hand, it is also the duty of public relations to handle
the company's image when it is ruined or in a crisis. One example of a company that has a great
brand image, but also dealt with a crisis is Chipotle and it's E. coli crisis. If it wasn't for Chipotle's
powerful public image and integrity towards its customers when in crisis, the business would've shut
down completely. In this scenario, the power of public relations was Chipotle's hero.
In the scholarly journal, International Journal of Strategic Communication, a particular article
called, "Communicating Corporate Social Responsibility and Brand Sincerity: A Case Study of
Chipotle Mexican Grill 's 'Food with Integrity' Program" by Matthew W. Ragas and Marilyn S.
Roberts and the trade article, "Chipotle, Edelman Split amid E. coli Crisis" both portray the power
of public relations within the brand, Chipotle in good and bad times. Both articles look at the pathos,
ethos, and logos to explain why the use of public relations was so powerful for the company. In the
article,

Organizational Development Is A Strategic Tool For...
This week's chapters focus on "Trends in Employee Engagement". The topics range from the
employer/employee relationship, employees being treated as partners in the organization, work–life
balance, HR's role in promoting employee performance and retention, and methods of
communication. The messages from the assigned chapters were indicative of what is observed daily
within my workplace. So much that I could not disagree with any of them. However, the one
message that I agree with the most is organizational development being a strategic tool in Human
Resources. According to the Society for Human Resource Management, one of the most effective
tools to promote successful change is organization development (OD) (Human Resource, 2011).
Key to promoting successful change within an organization, to me, is choosing the correct OD
practitioner(s). My company uses both external and internal practitioners to assist in addressing any
problems, improvements and changes that we want to conquer. Both act as change agents and assist
in guiding the process of change. Internal practitioners (usually HR staff) are already members of
the organization and external practitioners are brought from in from outside the organization
(Brown, pp.88–89). Both are beneficial to our organization in their own respects and have
advantages and disadvantages. The external practitioner(s) is beneficial to the organization because
he/she is knowledgeable in many areas of OD and are objective in their

Management communication and knowledge Essay
HND in Business (Management and Human Resource) Managing Communications, Knowledge and
Information Group members Name: Shabraz Mohamed, Mariyam Shazaina, Sanari Karunathilaka,
Abdulla Nazeef, Aneega Ibrahim, Akib Musthafa Submitted To: Ms. H A M Hasanthika Managing
Communications, Knowledge and Information Group Acknowledgement A praise is due to almighty
Allah for compassion and mercifulness to allow us finalizing this assignment. This assignment has
been done with lots of efforts of the group members. However, it would not have been possible
without the kind support and help of many individuals. We would like to take this opportunity to
show our gratitude to all the people who have helped and supported us immensely ... Show more
content on Helpwriting.net ...
These stakeholders have been classified in a Batch NO 52 Page 2 Managing Communications,
Knowledge and Information Group stakeholder matrix based on their interest and power towards the
organization. The significance of making network with stakeholders towards Villa College has been
discussed. It will give clear ideas about different ways to contact with the stakeholders of the
organization and build long term relationships and they can be involved in the decision making of
the organization. Some of the means and ways of involving stakeholders in decision making were
further discussed. The report discuses on a new implementation of a strategy in order to improve the
business network of Villa College. Batch NO 52 Page 3 Managing Communications, Knowledge
and Information Group Table of Contents Acknowledgement
..................................................................................................................... 1 Executive Summary
................................................................................................................... 2 Introduction
................................................................................................................................ 6 Section – 1 1.The
organizational flow chart of Villa College ...................................................................... 7 1.1
Decision making process of in the organization

The Death Of A Student On A College Campus
The death of a student on a college campus is difficult. Processing such a tragedy becomes even
more challenging when your college campus is where the incident occurred. Many factors come into
play when briefing students, faculty, and possibly even the press. I never thought it would happen to
my university until it did.
During my undergraduate studies, I had the opportunity of representing my university as a campus
Orientation Leader and a Resident Assistant. In more ways than one, I was considered the face of
my university. With much power and influence, came much responsibility. In both positions my time
predominately was spent assuring parents and students that the safety of their child was our number
one concern. The importance of doing so heightened immensely after the passing of a young woman
my sophomore year. It was at that very moment I learned the utmost importance of strategic
communication. At the front and center of controversy, I was still required to effectively
communicate the safety of our students. I would speak with countless concerned parents and their
daughters about safety protocol on campus. As they clung to each word I spoke, I knew our
conversation would play a vital role regarding their final decision of admittance. I began asking
myself the tough questions about whether there was more we could have communicated to our
students regarding safety. I also wondered if that were the case, what was the most effective way to
do so. It was at this time

The Role Of Public Relations At Usa Pharma And Tsao...
In reference to our previous conversation about the role public relations can play in meeting the
unique challenges USA Pharma and Tsao Industries now face, I have provided my recommendations
for the Public Relations Department moving forward. These recommendations will help to alleviate
some of the concerns the public has expressed regarding the acquisitions of USA Pharma, while
rebuilding the company, and establishing new standards of communication. The contained
information is based on a combination of research, theory and modern strategic communications
management with special attention to updates on Grunig's characteristics of "Excellence."
Background
Noted Public Relations Theorist James Grunig and his team first examined public ... Show more
This study led to the creation of the Excellence Theory, which promotes organizational and
communication effectiveness through use of the characteristics of "Excellent".
This theory defines communication excellence as the knowledgeable communicators need to
perform the strategic management of organizations and obtain symmetrical relations with target
publics. Symmetrical relationships are mutually beneficial. Organizations that apply two–way
symmetrical communication take into account the interest of the public and negotiate common
ground, where both the organization and stakeholders receive their needs. Involvement in strategic
communications management is also an essential characteristic of excellent public relations.
Successful communication through this theory delivers forms of tangible value, such as reducing
costs, increasing sales and/or establishing a positive reputation.
When comparing the previous efforts of the Public Relations Department to this theory, we can see
that the department was largely ineffective in communicating, both on an internal and external level.
USA Pharma suffered from financial challenges, and questionable ability to sustain facilities,
illustrating poor strategic risk management and failure to

Communication Organization Goals And Strategic Goals Essay
Regrettably, most organizations become misunderstood by the problem of miscommunication
regarding organizations goals; often taking for granted that leadership concepts or communicated
down to departments within organizations; however, this is not true. Only by implying strategic
goals and tactical goals can organizations create strategic communication. Strategic goals within
organizations, let leaders set goals for overall objectives for their organization; therefore,
communication organization goals. While tactical goals are used to fulfill departmental objectives in
the context of overall strategic goals. One of the utmost important direction is leadership to
employee communication.
Strategic goals should link into their organization mission or vision statement; therefore, helping
with the direction for writing strategic goals. The development of strategic goal describes how their
organization will complete their objectives. One basic but insightful practices that can be helpful for
determining strategic goals is the strengths, weakness, opportunities and threats (SWOT) analysis.
Who it SWOT analysis? It is a structured way to look at internal company principles and external
business environment as an instrument for determining objectives. The idea is to express
opportunities and threats, formula strengths and weakness as they relate to opportunities and threats.
In addition, another tool for helping to define a strategic goal is Defensive/Offensive Evaluation
(DOE)

The Importance Of Communication In The Healthcare Environment
Communication plays a very crucial role in the overall development of important aspects of
healthcare environment. The communication strategy that is adopted focuses on creating a
significant environment where the quality of healthcare can be improved. Program planning
processes within healthcare environment are crucial in the sense that there is need to ensure that they
are developed focusing on key factors, which are upheld by a healthcare organization. The
communication aspect of program planning needs to be effectively considered to ensure that there is
a positive development of processes, which are considered (Coombs, 2014). Communication is the
existing link between individuals within a given environment, and thus it is important to understand
the program planning process incorporates some stakeholders in the healthcare industry where they
can have a significant focus on the issues, which are being addressed. There are significant functions
of communication in strategic program planning in a healthcare organization.
Key concepts related to an effective and efficient strategic plan for organizational communication
dissemination
The healthcare environment is very sensitive and thus there exist need to ensure significant focus in
a place where the developed strategic programs reflect effectively on the needs of all stakeholders
within the industry to have quality health care. Planning and communication are two things, which
work together since planning, cannot be done

Strategic Brand Management And Integrated Marketing...
Preliminary Brand Audit
EA Engineering, Science & Technology, Inc. PBC
Prepared for
MKT 654 – Strategic Brand Management and Integrated Marketing Communications
Professor: Jim Wills
University of Hawaiʻi at Mānoa Shidler School of Business
Prepared by
Group #4: Crystal Souza, Phil Potter, Amy Shiroma & Tanya Tarampi
June 2015 TABLE OF CONTENTS
Page
LIST OF FIGURES iii
LIST OF TABLES iii
1. Introduction 1
1.1 WHY PROFESSIONAL SERVICE FIRMS (PSF) ARE DIFFERENT 2
1.2 BACKGROUND AND HISTORY OF EA 2
2. Brand Inventory 4
2.1 NAMES 4
2.2 LOGOS & SYMBOLS 4
2.3 SLOGANS AND OTHER TRADEMARKS 6
2.4 INTERNAL BRANDING 6
2.5 INHERENT CHARACTERISTICS OF THE BRAND 8
2.6 COMMUNICATIONS & ADVERTISING 9
2.7 SUSTAINABILITY, PHILANTHOPIC AND OUTREACH INITIATIVES 13
2.8 SECONDARY ASSOCIATIONS 14
3. Brand Exploratory Best Practices 15

4. Conclusions & Recommendations 17
5. References 20
LIST OF FIGURES
Number Title Page
1 Four Key Parts of a PSF Brand 1
2 Transformation of the EA Logo 5
3 Sustainability Logos 5
4 Screenshot of Company Intranet (InsideEA) 7
5 EA's LEED Platinum Headquarters 9
6 Evolution of the EA Website Homepage 11
7 Press Releases on the EA Homepage 13
8 Conferences and Events 13
9 Types of Secondary Associations 14
10 Ship in a Harbor Analogy 17
11 Building Value Cathedrals 19
1. Introduction
DO PLAGUERISM CHECK. WATCH FOR TENSE (OUR vs EA's)
The purpose of this paper is to provide a high–level summary of best

Nokia's Use Of Social Media Tend To Eliminate Barriers To...
1. To what extent is Nokia's use of social media consistent with recommendations about matching
the richness of media to the situation at hand?
Speaking about using social media, Nokia uses it in every part of their business, to monitor
employees and their productivity. Communication richness varies depending on situations. As we
know, there are rich and lean richness's of media, Rich medium is best for non–routine situations.
Referring to Nokia's communication strategies, as an example of rich medium there are
communications tools like Live Meeting and Video conferencing. Lean medium is the most
effective for routine situations. BlogHub and VideoHub are Lean Medium for the Nokia company.
2. How does Nokia's use of social media tend to eliminate barriers to communication? Explain.
Since the company created a Social Media Communications Team to improve communications,
there was a goal to engage in social media externally and internally, contributing to product and
service announcements by opening up a dialogue and driving online engagement and bringing out
the company's unique authentic voice. Thereby the company eliminates barriers to communication,
such as sender barrier, encoding barrier, medium barrier, decoding barrier, receiver barrier, and
feedback barrier. Particularly in this case, Nokia company uses unique programs VideoHub and
BlogHub, which help to reject barriers by fostering collaboration and enabling horizontal and
vertical communication.
3. To what

Communication Is A Very Intricate Part Of A Successful...
Communication is a very intricate part of a successful strategic plan. Collaboration with the board,
executive leaders, management team all the way to front–line staff must be informed what the
strategic plan is and how it relates to the mission and vision. The mission, vision, values, goals and
objectives of the organization must be organizational–wide dissemination. In order to have an
effective and efficient strategic plan one must first select a strategic leader to help decide what their
mission and vision will be. "Strategic leadership involves creating a vision and strategy that helps
the organization succeed at its mission in both the short and the long term" (Spath, Abraham, 2014).
Communication in the strategic program planning process must cover the strengths and weakness
analysis, and the objectives of the organization. It starts with the board members who agree on the
plan. Then the executive leaders will communicate to the management team. The management team
will communicate to the front–line staff with the goals, mission and values of the organization. This
can be done through e–mail or face to face meetings individual or in groups. Communication in the
healthcare organization is imperative for collaboration and teamwork of the strategic plan
(VanVactor, 2011). The mission is what the organization represents. Why they exist. It stands for
who, what and how they serve (Spath, Abraham, 2014). This representation must be known by
everyone who works at the

Situational Analysis Paper
The approach that I would use to conduct research and interpret the situational analysis for my
hometown would entail that the strategic communication provides an important message that
"reflects my agency's overall strategy, values, purpose, and mission to persuade key stakeholders
and enhance positioning" (Hoover, pp. 17). Due to the complexity of the world in which we live in,
we as leaders are unable to create a policy, force it amongst the chain of command and expect it to
come to life. So many messages bombard people every day, but when a strategic message is
delivered, it will resonate a lot better with employees. My core strategic communication will carry
an intense communication that will not only reflect my agency's strategy; it will ... Show more
21). Also, in order for my police department to gain an understanding of the many elements that are
communicated, the department needs to learn appropriate strategic communication behaviors as well
as learning how to match those behaviors to the many situations that are amongst them on a daily
basis. If my department exhibits poor strategic communication skills, it will not only have an impact
on the department itself, but will also affect who they come into contact with as

How Strategic Ambiguity Is Used To Create Favorable...
How strategic ambiguity is used to create favorable impressions organizational policies First, the
present uncertainty definition is a straight outcome of relative perception of meaning. Being a
strategy in Organizational Communication outlook, ambiguity remains essential to some consistent
observation. Perception, Language as well as knowledge are wholly symbiotic. The reality
experience if it is due to language, perception, memory, or something else, is a product of skipping
outside the provided information. Hence, Strategic ambiguity entails making a claim through
language that eliminates specifics. It can also be referred to as intentionally being vague as a way of
deriving individual or organizational advantage. Hence, Strategic ... Show more content on
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Hence, it helps to create favorable impressions organizational policies. Strategic ambiguity finds the
advantage of different meanings that different individuals can give to a universal message. They
think for tactically vague information can make employees provide different sense to the common
message, but concurrently, the organization makes feelings of unity. The workers' organizational
culture attracts a variety of ambiguity that keeps the form of agreement as well as relative
representation of views in an organization. Ambiguity as a Strategy in Organizational
Communication structures allows vagueness in the intellectual as well as the preservation of a
diversity of viewpoints. For instance, if the organizational culture develops an ambiguous
communication, the employees may end up understanding the message in different ways, but, the
message may end up resulting in employee's unity understanding. Hence, it facilitates change and
strengthens the existing communication source. Strategic ambiguity is also used to create favorable
impressions organizational policies regarding long–term advantage (Larson, 2013). This involves
the facilitation of organizational change as well as the creativity of corporate culture which
influences success for change initiatives. It also provides some means of communication utilized by
employees. Therefore strategic ambiguity creates vagueness which helps organization
communicators to

Strategic Planning for Digital Marketing and Communication
Alice Barat 11073006
SPDMC Ms Marketing Communication
Msc Internet Retailing Assessment
Unit 5G41 SPDMC
Strategic Planning for Digital
Marketing Communications
Alice Barat : 11073006
Monsoon.co.uk/Accessorize.co.uk
1
Section 1: Challenges and Objectives
Section 1a: Challenges within the Business and Marketing communication
1a (I) Business Challenges – The Economy
The UK economy has been affected hugely by the recession since 2009. The current economic down
turn made consumer behaviour change their shopping habits, and they priorities their spending on
necessities. The changes in consumer behaviour that we have seen have a wide–ranging set of
implications ... Show more content on Helpwriting.net ...
2
1a (iv) Industry Challenges – Competition
In the UK today, the fashion industry is highly competitive, with many retail stores, trying to put out
the latest trends at the most convenient prices for the consumers. The recession has affected the
retail market hugely, especially in 2012, as many of the general public have less disposable income,
due to increases in bills, taxes and standard cost of living. Having the latest clothes, shoes...etc is

seen as a luxury and not a necessity.
The UK fashion industry is at an odd peak at the moment, especially for high–end high street
retailers.
During the recession Monsoon/Accessorize survived the recession, however the challenges they are
facing are the high prices of their product and change of the quality of the garments. In 2012 the
business was expected to have full price sale through by 70%, but due to high street competition and
many promotions they had to launch their mid season sale earlier then they expected as their full
price Autumn winter ranges were not producing enough sales to meet their sales target. Monsoon
may need to consider to review their price positioning and brand USPs message to be able to
compete with rest of the retailer in the high street for store and online. For any company to survive
the recession and to remain successful through hard times, they need to focus on working with the
right

Strategic Communication Plan
When instituting a stratgic plan for effective communication this requires the combined effort of all
members of an organization to collectively improve productivity and innovation through adoption of
new tools, techniques, procedures, and processes.
This lasting and effective effort is challenging work. However, it is a way of life for organizations
that want to maximize financial success, innovation, and employee engagement. Strategic
communication theory requires obtaining all of the knowledge needed to have effective results.
In Managerial Communication: Strategies and Applications, Hynes points our the different levels of
strategic methods to succeed in managerial communication. ( pp. 30–35).The first example is a
combination of understanding communication climate and the cultural background. Communication
climate is contingent by the history of deealings between managers and their emplooyees. If you
have good practices in your organization because of a positive communication environment, tthat
will end the possiblity of negative behaviors towards the culture ... Show more content on
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The plan will have draft messages for different crisis types and what information will remain
proprietary, even in an emergency. Planning your communications during a crisis is imperative,
immediate sites for sending information have to a priority. A coal mining company in West Virginia
learned the lesson that, without a communications plan in place, cell phone calls and email may
release information prematurely and inaccurately could have terrible consequences.
Responsible communication from top management is essential. Scandals at Enron, WorldCom, and
others is a reminder that accountability with regard to providing the accurate information to the
public is crucial. Organizations have a ethical responsibiitiy in implementing that executives must
be honest and informative when

Why Does Communication with Employee Matter
–––––––––––––––––––––––––––––––––––––––––––––––––
Why does communication with employees matter?
This factsheet looks at internal communication rather than external communication (for example,
with customers, investors or other stakeholders). It may be helpful to read it in conjunction with our
factsheet on 'employee voice' which covers the history of employee involvement, the mechanisms of
two–way communications, and its potential benefits. Our factsheets on employee voice, engagement
and branding are also relevant. * Go to our Employee voice factsheet * Go to our Employee
engagement factsheet * Go to our Employer brand factsheet
Two–way communication involves management talking to employees, and listening to responses
and ... Show more content on Helpwriting.net ...
In developing the shared sense of purpose there is a need to ensure mutual trust between the
employer and employees.
Implicit in there being mutual trust is the process of sharing information. So good communication is
not simply about passing information down; it is also about sharing information, trusting people to
interpret that information, and listening to what people say (and then, if necessary, acting upon what
has been said or explaining why no action has been taken).
Despite the need for communication to be high up the agenda in the organisation, successive
Employee Outlook surveys from the CIPD have shown that only around one in ten employees feels
fully informed about what is happening in their organisation. * Find out more about our Employee
Outlook series
–––––––––––––––––––––––––––––––––––––––––––––––––
Roles and responsibilities in communication
To develop a culture where there is openness and trust requires the involvement of senior
management. They should be responsible for the overall tone and direction of the communication
strategy.
All managers have a central role in executing a communications strategy. This requires management
to be: * equipped with effective people management skills that emphasise the importance of
communication * trained in effective communication and listening skills * able to enter into a
dialogue with

The State Department 's Center For Strategic...
The excerpt above is the caption from the notorious video, "Welcome to the Islamic State Land,"
released by the State Department 's Center for Strategic Counterterrorism Communications on July
23, 2014. The State Department's video vividly depicts graphic images and short clips of the Islamic
State in action. It portrays the way the group treats people on the ground and urges Muslims not to
join the Islamic State. The video is one of the strategic releases by the State Department 's Think
Again Turn Away media campaign to frame the Islamic State as inconsistent in its ideology, and as a
dangerous place for Muslims whom follow the terrorist group. This notable propaganda counter–
offensive effort by the CSCC uses raw material gathered from ... Show more content on
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Specifically, its mission is "to identify, confront, and undermine the communications of al–Qaeda
affiliates." To achieve its goals, the CSCC is divided into three entities: intelligence and analysis,
plans and operations, and a Digital Outreach team (DOT). Within its intelligence and analysis
section, the CSCC coordinates its efforts with various U.S. intelligence agencies. There are two
guiding principles the intelligence and analysis section follows. First, it must ensure all of its efforts
are interagency coordinated. Prior to the launching of the CSCC, there was very little
interdepartmental coordination. Within the U.S. government, there were multiple agencies with
overlapping responsibilities within the counterterrorism/counter violent extremist realm, yet their
efforts were uncoordinated. Second, the intelligence and analysis section attempts to make the best
use of information provided by intelligence agencies and academic analysis of the adversary of
interest. The plans and operations team is responsible for designing and implementing all non–
digital counter violent extremist communication tools. These tools are used to counter terrorist
groups' ability to gain support and to recruit new members. The materials produced by this section
are available to be used by all U.S government agencies. The third section of the CSCC is its Digital
Outreach Team. This team is responsible for

A Plan-Based Theory Of Strategic Communication Analysis
As a building principal, I am in a perpetual state of building relationships. Each day I cope with the
uncertain outcome of daily conversations with a variety of stakeholders. Reading the chapter on
uncertainty reduction theory (URT), I recognized many approaches I use when meeting a new
person. Charles Berger's URT addresses cognitive rather than behavioral uncertainty reduction.
Behavioral reduction regards questions related to how to act when first meeting someone. Cognitive
reduction has to do with ways to gather information when you first meet someone. Berger developed
8 axioms, key variables to grow relationships. Additionally, he generated twenty–eight theorems
based on the outcomes of combined axioms. Both the axioms and the 28 extensions provide the
background for Berger's work "A Plan–Based Theory of Strategic Communication". This plan seeks
to help guide one through the process of using communication to reduce uncertainty. ... Show more
They are goal–driven. Because of this, Berger suggests strategies, message plans, that can be used to
help us deal with the uncertainty. Plan complexity, seeking information (passive, active, or through
interactions), and hedging are all strategies. These are all strategies I have used, most often, due to
the spontaneity of many of my conversations, I use the interactive strategy. Often, I will use humor
in an attempt to hedge. I have found a smile to be extremely helpful in reducing uncertainty when
engaging in that first conversation. None of Berger's theory surprised me. Reading the Afifi's
critique of Berger, the idea that we are more motivated reduce anxiety rather than uncertainty during
first time encounters. I may be missing something, but I think anxiety and uncertain y go hand in

Strategic Pl Balanced Scorecard And Communication Plan
Strategic Plan Part III: Balanced Scorecard and Communication Plan
RoseAlisa Campbell
BUS/475
11/21/2016
Nels Holmgren Strategic Plan Part III: Balanced Scorecard and Communication Pan
With the development of the Operations Department, Brink's will develop a balanced scorecard and
communication plan. The balanced scorecard will provide Brink's meaningful integration of this
new department and provide management with a comprehensive view of their business. "It will
measure the customer satisfaction, the internal processes and the organization's innovation and
improvement activities" (Dess, Eisner, Lumpkin, McNamara, 2014). These are all operational
measures that are needed to drive the future financial performance of Brinks.
Balanced Scorecard
Shareholder Value or Financial Perspective
Market Share Brink's can increase their market share for this new division by maintaining a strong
focus on their customers through advertising online, emails, and physical promotions.
Revenue and Costs To keep costs low, Brink 's will need to shop for reasonably priced equipment.
Profitability This new division of Brink's will need to convince their current customers to continue
contracts by offering renewals at a discounted rate. This will enable existing customers to see the
benefit of this new division.
Competitive Position Brink's will remain a strong competitor by focusing their efforts on this new
division and the uniqueness it brings to their company when compared to others in the

Communication of Values and Ethics in Strategic...
Starbucks organizational structure has been rearranged to better accommodate customer satisfaction.
Schultz, CEO of Starbucks announced the expansion of their matrix organization structure. They
will operate under four U.S. divisions: Western/Pacific, Southeast/Plains, Northeast/Atlantic and
Northwest/Mountain (Schultz, 2008). There are some major advantages for this kind of
organizational structure which include maximized communication channels. Once the appropriate
adjustments are made, Schultz believes that Starbucks will be able to develop products specifically
to market appeal. The continual support in the Starbucks organizational structure support functions
operating being their own department and supporting shared visions and goals ... Show more content
on Helpwriting.net ...
Public relations are exceptional with the Starbucks Coffee Company. They have several outlets in
communicating to them any questions or concerns and a hotline phone number to be contacted. The
company responds within 24 hours most times and they answer all comments no matter how small
or large and resolves conflicts as quickly as possible.
Starbucks Mission: Our mission: to inspire and nurture the human spirit – one person, one cup and
one neighborhood at a time.
References:
Ball, D., McCulloch Jr., W., Geringer, J., Minor, M., & McNett, J. (2005) (11th ed.) International
Business: The Challenge of Global Competition. McGraw–Hill.
The Express Online. (n.d.) Corporate Report: Unilever goes all out in Tanzania. Retrieved August
18, 2012, from http://www.theexpress.com/express155/business/corporate_report.htm
Japan External Trade Organization. (2006). Starbucks' green tea success with Japanese consumers
leads to worldwide popularity. Retrieved August 19, 2012, from http://www.jetro.org/content/353
Shultz, H. (2008) Starbucks makes organizational changes to enhance customer experience.
Retrieved August 18, 2008, from, http://www.starbucks.com/aboutus/pressdesc.asp?id=831
Starbucks. (2008) Starbucks Coffee International. Retrieved August 19, 2012, from

The Strategic Planning Process Requires Effective...
SmartDraw –Communicate Visually
Contents: ( arey ekada topics n page nos petuko)
Introduction:
SmartDraw is a visual processor used to create flow charts, organization charts, mind maps, project
charts and other visuals.
Developer(s): SmartDraw, LLC
SmartDraw White Paper Description:
The strategic planning process requires effective communication and clear thinking.
Gathering and analyzing data from inside and outside of an organization and subsequently turning
those data into information requires clear and concise communication between all of the involved
parties. Likewise, taking the acquired information and developing an understanding of it such that
appropriate strategies can be developed and actions taken requires extreme clarity of thought. The
best way to synthesize data into information and information into strategy is by thinking and
communicating visually during the planning process.
SmartDraw is a visual processor used to create flow charts, organization charts, mind maps, project
charts and other visuals.
No matter what type of visual you need to create, SmartDraw has a quick–start template to help you
create your graphic in minutes.
The above diagrams give us a perfect scenario of all the functions which can be easily accessed by a
user to make the different diagrams.
This are the sample templates.
A flowchart is a type of diagram that

Strategic Communication Campaign Essay
Introduction Media writing authors, K. McAdams and J. Yopp (2013), discuss implementing a
strategic communication campaign, writing: "It requires input and planning for all aspects of
message delivery from advertising to direct marketing to news releases whatever is necessary to get
a clients message to the audience." Accordingly, the media release direction sheet and advertising
strategy describes our efforts to promote financial literacy with a new mobile app.
The Real Deal Tax Lady app Majors 1–On–1 Tax Service is introducing, The Real Deal Tax Lady
app, available for download on Google Play and The App Store. The app is the one–stop platform
for receiving tax law changes and tips for next year's tax filing. Currently, lawmakers ... Show more
However, we specifically target individuals who are homeowners, landlords with rental property,
business owners and the self–employed. As a result, this audience benefits the most from being
informed of tax issues. Our communication strategy is to reach audiences on a variation of
traditional and non–traditional media markets. Therefore, employing several different platforms
including television, radio, website, social media, and more produces this result.
The Message "Strategic communicators generally divide writing into two categories; informational
and persuasive (McAdams & Yopp, 2013, p 274)." Our message, mobile financial literacy in a click,
seduces taxpayers to discover and use this mobile resource in dealing with their own tax issues. The
Real Deal Tax Lady mobile app provides an easy to navigate, wealth of information. Additionally,
we provide support for engaging taxpayer questions and clearing the fog through the process of
changing tax law.
Media Format According to the textbook Reaching Audiences: A Guide to Media Writing (2013, 6th
ed.): "Among the primary tools PR practitioners use to reach the publics through media are news
releases, fact sheets, brochures, public service announcements, websites, and microblogs (p 279)."
The company's advertising efforts include both traditional and non–traditional media formats
utilized to promote the new mobile app. Including, but not limited to:
Purchase advertisements for television and radio

Elements of Strategic Communication Plan.
Elements of a Strategic Communications Plan
Determine Goal Identify and Profile Audience Develop Messages Select Communication Channels
Choose Activities and Materials Establish Partnerships Implement the Plan Evaluate and Make
Mid–Course Corrections
Step 1: Determine Goal
To initiate a successful and effective communications effort, start with an assessment of your current
organizational goals. Examine what your organization stands for–its mission, values and beliefs.
Look closely at who your organization is serving. This process will help narrow and sharpen the
focus for your communication initiative(s). What issue is most important to your organization right
now? ... Show more content on Helpwriting.net ...
How have they been educated? What are the language considerations? What or who are they
influenced by? What makes new information credible for them? What or who could motivate
change or action?
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Step 3: Develop Messages
Your messages are closely tied to your goal and objectives. They deliver important information
about the issue and compel the targeted audience to think, feel, or act. They can: Show the
importance, urgency, or magnitude of the issue Show the relevance of the issue Put a "face" on the
issue Be tied to specific audience values, beliefs, or interests of the audience Reflect an

The Journalism And Strategic Communications Careers
Since I was small, I have always had a secret dream of becoming an anchorwoman to read and
report the news to the audience. Unfortunately, my dream did not become a reality when I had to
choose a career in business. Until taking this class, my knowledge about journalism was very
limited. However, I am glad that I have a chance to explore a vast area of careers in journalism area.
Since I am specifically interested in business, a career in business reporting sparked my interest
among other journalism and strategic communications careers. I particularly explored a career of
Jim Hammerand, an alumni of the University of Minnesota–Twin Cities, who obtained degrees in
print journalism and management. He is currently a legal and financial reporter covering banking,
finance, courts as well as professional services at the Minneapolis/St. Paul Business Journal's
MSPBJ.com. Throughout his college career, he actively participated and produced content for
several news agencies including the Northfield News, Faribault Daily News and ABC News
("Journalism Careers: Business Reporter"). While I was exploring his career, I realized that I could
still pursue journalism career, even though I have a different major like business. This was
something that surprised me and gave me a hope of my dream at the same time. There were not
many things that I found less interesting about this job; however, the intensive research and deadline
to produce the report seems a bit stressful. Thanks to this

The Typology Of Three Components Of A Strategic Frame
Strategic Frame is a proprietary to communications practice and researches that pay close attention
to the publics deeply help worldview and widely help assumptions. Strategic frame recognize that
there is more than one way to tell a story. Strategic frame taps into decades of research on how
communicate and how people think. The result is an empirically–driven communications process
that makes academic research interesting, usable to help people solve social problems, and
understandable. In 1970's media framing has been receiving attention. This constructed employer's
to understand communication as a wide range of disciplines that includes economics, speeches,
political science, sociology, organizational behavioral, and psychology. Strategic frame involves the
technique by communications professionals, retort, and social advocates in fields such as public
advertisers and relations. Strategic frame goals are to focus audience attention on particular portions
of aspects and message ... Show more content on Helpwriting.net ...
It applies negotiation, discourse analysis, and other interactions along with providing structure for
communication. Strategic frame can be defined as schemata of interpretation which provides
understanding information that would enable an individual to label, identify, perceive, and locate the
contest of framing.
Framing of Attributes
Framing of attributes is described as a situation people find in their everyday life and literature.
There are three different framing of attributes: Semantic framing focus on particular attributes that
maybe derogatory or flattering and it may or may not have a negative disadvantage or a positive
advantage to message sponsors in persuasive communications. Picture framing is used to describe
ads that would accompany a photo use to prime the cognitive process of attention to a particular

The Importance Of Communication And Its Strategic Benefits
The Importance of Communication
Christina L Young, Student
Grantham University
Option 3: Traditional Paper
Abstract In this paper, I approach what is the importance of communication. Miscommunication can
be upsetting for lots of people, but with effective communication, we can start to minimize any
frustrations. In this paper, I explain what communication is and the different types of
communication that there are. Noted in my paper are the different communication styles and why
communication is so vital to organizations. Whether you wish to communicate on a personal or
professional level, good communication is the key to everything in life. In conclusion, you will learn
why it is so beneficial to use good ... Show more content on Helpwriting.net ...
In any professional place of business, proper etiquette is used. Communication etiquette is a set of
rules, forms, and practices established for behavior in a polite society. Such as thinking of all the
things you might do to make a positive impression on someone. There are five benefits of good
communication in an organization. The first benefit of good communication is that the
communication is clear, meaning there is nothing being misunderstood. The second benefit of good
communication is that employee morale is high. The third benefit of good communication is that
managers implement team building by letting employees share thoughts and ideas. The fourth
benefit of good communication is that employees understand the shared vision and goals of the
company. The fifth benefit of good communication is that there are fewer mistakes made while
working on the job.
The Grounds of Good Communication
There are many means of communication available in today 's world. Communication can be
presented either formally or informally. Formal communication includes three types of
communication inside an organization. The first type of communication inside an organization is
downward communication which is messages flow downward through the chain of command– i.e.,
from manager to employee. The second type of communication inside an organization is upward
communication which is messages flow upward through the chain of command– i.e., from employee
to boss. The third

Strategic Communication Working Group Meeting
I was in a strategic communication working group meeting yesterday with the 11 AF public affairs
officer Capt Schmidt (formerly Capt. Wassem( she got married a few weeks ago)). She stated to Col.
Maxon, the ALCOM Deputy Chief of Staff, that Jeff Douglas would be very helpful if he could
come up and help them prepare their strategy that they are to present to Lt. Gen. Wilsbach. Capt.
Schmidt stated how Jeff had been very helpful in previous efforts and that he had the advantage of a
PA rather than IO background. Col. Maxon also has a public affairs background and is very leery of
information operations being in a leadership role in policy formation. It was a bit awkward as I
didn't want to appear as an overt salesman for Booz Allen, but I mentioned that I would see what
options were available and also stated that there might be other options within the firm that could
provide assistance/expertise similar to Jeff Douglas if he were not available. ... Show more content
on Helpwriting.net ...
Col Maxon also remarked that this suggestion needed to incorporated into their "contract review
meeting". Let me know if there's anything you want me to follow up on, but it might be a bit of a
minefield to engage of my level as I'm involved in the strategic communications project directly. We
already have a tremendous amount of goodwill and testimonial expertise generated by Jeff Douglas
and a Booz Allen solution might be exactly what Col Maxon is looking for to solve his Strat Comm

Business Model and Strategic Plan Part III Balanced...
Business Model and Strategic Plan Part III: Balanced Scorecard and Communication Plan Jeannie
Gilmore BUS/475 July 6, 2015 Maria Rutledge Shareholder Value or Financial Perspective
Balanced Scorecard Market share Anytime Fitness can increase their market share for the new
division by focusing on gaining new customers through advertising online, email, physical
promotions (billboards or commercials). Revenues and costs The spending on for the new division
can be considerably low by shopping for reasonably priced equipment and manufacturing.
Profitability Anytime fitness can boost the profitability of the division by convincing current
members of purchasing the program by adding it at a lower price because their member status ...
Show more content on Helpwriting.net ...
Process or Internal Operations Perspective If customers are able to work out in their home, without
technical difficulty with the software or equipment there will not be many calls to technical support
for the service. Monitoring complaints about the service can be a good measure of the new division
performance. This new division will build on Anytime Fitness ability to help members meet their
goal of wellness in a convenient and exciting manner, and the online virtual training is yet another
method members can use to achieve their objectives. The convenience that this division offer
customers should give the organization a profitable and popularity boost, allow them to expand
globally, and make the company a leader in innovation in its industry. Learning and Growth
(Employee) Perspective The new division will provide opportunities for employees to earn
incentives for promoting the new service while carrying out their workday. The new division will
draw more customers to the business, whether it is to utilize the online virtual program or become a
member of the gym, because Anytime Fitness commitment to provide consumers with schedule
flexibility, at an affordable cost, and be an exciting new experience. The new division will start a
trend because smart wristband, digital scale, and the artificial

Strategic And Financial Management Style Of Comcast...
Executive Summary
This report examines the strategic and financial management style of Comcast Communications and
proposes methods for financial monitoring and control. Material reviewed includes corporate
reports, newspaper articles, and peer reviewed journals that offer insight into the strategy and
expansion plans of Comcast. Results of the analysis showed that Comcast tends to expand by means
of acquisition, and that the company has recently shifted its focus to emphasize customer service.
The limitations of this report included the inability to comprehensively forecast the direction of
emerging technologies and the direction of the telecommunications industry within the next five
years, and the trend of executive compensation in ... Show more content on Helpwriting.net ...
As part of this new strategy, the company has dedicated itself to the hiring of 5,500 new customer
service representatives (CSRs) over the next three years, as well as boosting training for current and
future CSRs. The company also plans to roll out technological upgrades to enhance the customer
experience, including the ability to fix problems onsite immediately and offering customers a
callback service to eliminate the need to stay on hold for long periods of time. Implementing
financial monitoring and control strategies will also play a pivotal role in implementing these
strategies.
Problem Areas of Monitoring and Control
Management Reserves and Contingency Reserves
Management reserves and contingency reserves are portions of the total project budget that is set–
aside and typically controlled by the project manager to cover the unplanned problems that are
likely to occur but cannot be defined or planned for in advance. These funds can also be used to
mitigate previously identified risk. The lack of management reserves and contingency reserves has
been an issue for Comcast. Project manages become overly optimistic with their budget estimates.
Comcast, does not have a process in place where project teams go through the project plan/budget
and evaluate any possible risk.
Real–Time Data Monitoring
Real–time data monitoring allows information to be delivered immediately

Strategic Communication Plan
Individual Strategic Communication Plan Power/Politics Communication OL610 (Paula DeMaio)
Quinnipiac University Community Access Imaging Grant: A Progress Report for the Seedlings
Foundation and Quinnipiac University December 19, 2015 Executive Summary: Renewal of
Community Access Imaging Grant: A Progress Report for Quinnipiac University and the Seedlings
Foundation Community Access Imaging (CAI) is a free clinic operating in conjunction with
Quinnipiac University, the Seedlings Foundation and community health care partners. This clinic
provides highly supervised, specialized diagnostic imaging exams to uninsured individuals of the
surrounding communities. The clinic is currently funded for three years. Annual clinical ... Show
more content on Helpwriting.net ...
Quinnipiac medical students and health science students have the opportunity to develop skills that
can be acquired only in the clinical setting and implement effective communication and professional
behaviors with patients and healthcare providers. Students are exposed to a variety of healthcare
settings as well as the variety of diagnoses/conditions radiologists encounter. Subsequently, the
funding the Seedlings Foundation has provided to support the CAI Clinic has leveraged significant
donations of medical equipment to the University. The equipment is to be used for the CAI clinic
and for teaching purposes. Equipment includes, state–of–the–art bone densitometry and breast
imaging equipment from Hologic. The donated equipment is valued at more than $433,000. The
new technology will be used in the clinic and permit more patients to be screened. This catalyzed
new negotiations, potential strategic educational partnerships with Philips and GE that will help to
advance excellence in diagnostic imaging education at QU. Community Access Imaging has
inspired students and faculty from the School of Law to create a new pro bono legal clinic that
provides services to address urgent social and legal needs of CAI patients. Increase in Patient
volume: Community Access Imaging has seen an increase in the number of patients within the last
year. The clinic has seen an increase of 39.3% of exams performed compared to last year. See
appendix 3 and 4 for exact

A Strategic Way Internal Communications Support Ethical...
Healthcare organizations have a moral and social responsibility to ensure that their communications
are conducted using an outlined code of ethics. Whether the communication is an internal message
to employees or mission outreach in the community, it must reflect the values and beliefs of the
organization. Therefore, in order to establish and maintain the standard of ethical behavior and
social responsibility, our organization requires all employees to complete new employee orientation
sessions that define the policies and expectations. This orientation introduces our mission and values
and it develops the foundation for our success as an organization. Our focus on encouraging and
communicating ethical practices helps to reinforce our values to employees and the community.
Furthermore, there should be a process in place that monitors and enforces the policies to safeguard
against potential errors that would reflect poorly on the organization's mission.
A strategic way internal communications support ethical behavior within our organization is by
incorporating and reinforcing the values and mission through accountability training, also referred to
as Mission Integration. The values that permeate all of our endeavors are justice, compassion,
integrity, teamwork, employee well–being, supportive work environment, trust, stewardship, and
leadership. These key standards describe our purpose and mission and are the focus for the
healthcare professions and tradition that we are

Communication Audit
EXECUTIVE SUMMARY
This report was commissioned to examine the effectiveness of internal communication of a reputed
consulting firm that has widespread reach on domains such as media intelligence, PR, consulting
and training to undergraduate students. The research process included conducting in depth
interviews with two of the department heads and also with a reporting subordinate. Other sources
include organizational statements posted online and the behavioural aspects of employees as
monitored before and during the interview process.
The research draws attention to key findings that the organisation fosters open communication and
there is a strong commitment from top management towards employees. The communication
channels applied most ... Show more content on Helpwriting.net ...
Fig.1.1 Organizational Communication Balance
This study tries to evaluate the communication between verticals of the firm as well as practices
within a vertical. Furthermore, this report pays attention to formal and informal communication
practices within teams. Johnson et al. (1994) defined formal and informal communication, while the
audit goes one step further and analyse the pros and cons of the two models within the limits of our
study and provide suitable recommendations.
The audit was approached in three stages. Initially the audit critically analysed the mission
statements and appraised the same. The next step proceeded by conducting in–depth interviews of
two department heads and a subordinate employee to identify the gaps in communication. Also as
secondary analysis we monitored the behavioural attributes of the employees. Later in the audit
various 'gaps' were analysed and suggested recommendations that on implementation can fill these
gaps.
2. RESEARCH METHODOLOGY:
Although this study might bring out certain drawbacks in the existing communication structure, this
exercise is an internal consultation process drawn to motivate employees (Furnham and Gunter
1993, P204 Sreejith). The structure of this study was to use a mix of personal interviews of 30
minutes each as the primary data, backed by analysing the behavioural traits of employees and the
company's mission statements. The long personal interviews were considered primary as they

Critical Thinking : The Characteristics Of Oral And...
Writing is one of the most foundational yet expressive forms of communication shared among
mankind. The creativity of thought and the subsequent written transmission of that thought can have
a powerful, transformative effect. In today's busy world of 24/7 news cycles, the hustle and bustle of
the average work day, and the hovering attitudes of getting things done quickly has watered down
that act of individual thought, the ability to think, and the importance of thinking critically. Leaders
in any organization must possess, and are expected to have the professional acumen and intellectual
aptitude to master the art of communication. Sound communication skills take on the form of
bringing ideas and thoughts to life with the intended tasks of those thoughts being received in its
purest form, analyzed and internalized for deductive reasoning. Strategic leaders rely on the
methodical process of oral and written communication to articulate organizational or operational
objectives at the macro level – guiding the future direction or strategic vision for the organization.
While written communication is not the more dominant characteristic of an effective strategic
leader, it does function as a necessary tool to define and shape strategy, establish clear guidance, and
formally document guidance. Undoubtedly, critical thinking and the ability to write well are
characteristics of a strategic leader. The relationship between critical thinking, written
communication and a strategic

Capital Budgeting Is Important For Developing Strategic...
All components of the budgeting process hinge on each other and must be carefully coordinated by
the district to prevent wasted time and money at the taxpayer's expense. Capital budgeting is
important for developing strategic goals, facilitating communication, and justifying decisions
(https://www.schooldude.com/content/capital–budgeting–importance).
Compare and Contrast the Capital and Operating Budgets
& Their Relationship to Debt Service According to Thompson et al., "In contrast to the complex
formulas developed to provide state aid to the general fund, special education, transportation, and
several other school services, infrastructure has been neglected a state and local levels" (2008, p.
270). When a district has a capital expense, they need to expect their operational budget to increase
because the project will require maintenance and repair, therefore, growth will be limited if a district
spends all of the money in their operating budget (http://www.fmlink.com/article.cgi?
type=How%20To&pub=BOMI%20International&id=31144&mode=source). The capital budget
(Fund 30), is mostly, if not entirely, funded through bonding, but debt accrued to finance capital
projects is repaid from the Debt Service Fund (Fund 40). The capital budget includes additions,
renovations, expansions, and land acquisition of large amounts of money that usually need financing
through bonding. Within the operating budget, there are three funds, which are the ones that are
often discussed in the

Strategic Communication Plan: Company Culture, Background,...
Strategic Communication Plan Company Culture, Background, and Team Members The company
culture is difficult to determine, because it is very mixed and somewhat confused. In other words,
there are people of various nationalities working in the company. Some of them bring cultural
viewpoints to the company that are based on their backgrounds. Other people provide viewpoints
that are not as strongly tied to culture, because they focus more on their past experiences with other
companies. They are able to separate their culture from their work. The company as a whole,
however, has a culture of seriousness. The company does not joke around, and all who work in the
higher levels of the company are very clear on the fact that the company is there to succeed. When
cultures come into play, that can be difficult to convey to others. As for the team members, Dr. Koch
and the head of the firm should both be included. They are the two who are working most
effectively when it comes to the new personnel selection system. If they are not included, it would
be very easy for key issues with which they are both familiar to get ignored or overlooked. Because
of that, many of the ways in which the personnel could be (and should be) selected might actually be
ignored – and that will not be good news for the company. It can be very hard to bring departments
and companies together when the personnel have been selected haphazardly, based on criteria that
might not be important to more than one

Strategic Communication Plan of Cocacola
Strategic Communications Plan for
2010
Leyla Jafarova
Alexander TEI Thessaloniki, Instructor: Mrs. Milona
12/10/2010
Introduction
Like all functional areas of a company, the Communication Department plays a key role in helping
an organization reach its objectives. It makes an organization understandable; it emphasizes its
differences; it prioritizes messages for its key audiences. Ultimately, Communications works to
package and position an organization – to make sure its messages are clear, coherent and consistent
only then, can stakeholders be most supportive.
Strategic communications plan helps you integrate all the organization's programs, public education
and advocacy efforts. By planning a long–term strategy for your efforts, ... Show more content on
Helpwriting.net ...
All these rumors about Coca–Cola of course damaged the image of the company very much and
caused many problems. Sales were going down each year. More and more people didn't trust Coca–
Cola anymore.
Also, Coca–Cola has very strong rivalries. The main one is of course PepsiCo, which is very famous
all over the world and has a great variety of products. Thus, Coca–cola can't afford its image to be
damaged because if that happens PepsiCo will become the leader of the industry very fast. Right
now Coca–Cola needs a new Strategic Communication Plan to try to overcome the issues.
Strategic Communications Plan for Coca–Cola
Background statement:
Last year, Coca–cola saw its sales decreased in the European market. In order to increase the sales,
Coca–Cola needs to define a new strategic communications plan. As mentioned above the image of
Coca–Cola has been damaged quite a lot for the past 2 years by different factors. A hard work
needed to deal with consequences of this damage in the image of the company.
Rivalries are always close, that's why Coca–Cola has to be alert to stay competitive. New Strategic
Communications plan is going to help the company to deal with problems both inside and outside
the company. It will help Coca–Cola to use the strength and opportunities to overcome weaknesses
and threats.
Corporate or Business/Functional Objectives: * Accelerate carbonated soft–drink growth, led by
Coca–Cola *

An Evaluation of the Strategic Application of Integrated...
An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove
Introduction
The pace of change in the marketing communications industry has accelerated with the advent of the
Internet and new media technologies. New technologies create new ways for marketers to reach
consumers and are having an impact on the more traditional media, in terms of greater
fragmentation of these media (Belch & Belch). For the purpose of this report, the official website of
Dove will be critically evaluated. With effective use of the response hierarchy models, an analysis
will be conducted on how Dove is exploiting the Web for influencing consumers.
The Role of Integrated Marketing Communications (IMC)
"Marketing communications ... Show more content on Helpwriting.net ...
The stages in all three models are represented by the cognitive, affective and behavioural stage. The
hierarchy of effects model is based on the assumption that a consumer passes through a sequence of
steps, which include awareness, knowledge, liking, preference, conviction and purchase. While most
of the steps in the information–processing model are similar to those of the hierarchy of effects
model, a new step introduced is that of retention, which pertains to a customer retaining relevant
information.
The hierarchy of effects model is known to be effective in advertising (Belch & Belch, 2004; Fill,
2005) and Huizingh et al (2003) has proven through experiments, the effectiveness of the model to
websites as a marketing tool.
Linking Marketing Communications Tools to Response Stages
An analysis is undertaken below to identify the tools that appear to be the most effective at each
stage of response.
Advertising
The core theme of the website is to inform the target audience about Dove's philosophy of beauty,
which is that, "beauty comes in different shapes, sizes and colours". The philosophy is aimed at
touching a nerve of females of all age groups and is in stark contrast with the popular culture which
bombards us with unrealistic

U.s. Army's Strategic Communication
Organizational Structure
A major issue for the U.S. Army to execute strategic communication is that the functional areas
delegated the task to execute the U.S. Army's strategic communication program all have different
primary missions. This organizational structure tends to produce strategic communications that are
not integrated into a broad organizational objective, there leading to the potential of contradicting
messages. Public affairs and civil affairs have the functional mission centered on delivering
messages that "inform". The mission of Army public affairs is to inform internal and external
publics, and fulfill the Army's obligation to keep the American people and the Army informed as
established in Title 10, United States Code ... Show more content on Helpwriting.net ...
While inform and influence cannot be meaningfully separated, truth and falsehood can. (Paul, 2011).
Every action, utterance, message, depiction, and movement of a nation's military forces influences
the perceptions and opinions of populations that witness them, both in the area of operations (first
hand), and in the broader world (Paul, 2011).
Another problem for the U.S. Army is that information operations, psychological operations, public
affairs and civil affairs, defense support to public diplomacy (DSPD), military diplomacy, and visual
information all fall under different command structures which are scattered throughout the U.S.
Army's formation. The fact that these functional areas are under different commands allows each
element to create its own theme and messages. Paul (2011) claims that if every representative of the
government says whatever they feel like saying, each becomes a potential loose cannon on the ship
of communication. But, regardless of decentralization, full integration is possible. Along with the
urgency to execute strategic communication, the U.S. Army is moving toward more conducive
command structure for complex environments. The military is adapting a "mission command"
philosophy. Mission command relies on the human ability to take action in a timely manner based
on analysis of the environment and what is necessary for the achievement of an assigned task or
goal. For effective mission command to

Strategic, Communication, Opportunity, Recognition,...
Performance management is an active role a manager can take in his/her relationship with
employees. Traditional methods of providing feedback to employees, most usually through an
annual review, which actually serves to increase tension in both the manager and employee, are
rarely constructive. Instead, performance management should be an on–going process. The most
effective performance management styles, according to Pharmacy Management, Leadership,
Marketing and Finance (Chisolm–Burns et al. 2011), can be described with the acronym SCORE:
Strategic, Communication, Opportunity, Recognition, Engagement. Following is a detailed summary
of each tactic.
Strategic: Firstly, an effective performance management plan should be strategic in ... Show more
Communication: A good plan should also offer open communication between the manager and
employee, so that both are free to share thoughts at any time regarding the employee's development.
The book details a case study involving a manager who is fed up with an employee who appeared to
be an outstanding candidate when hired, but later proved to disappoint him in many areas. However,
the manager failed to communicate his expectations to the employee, who was earnestly performing
to what she believed to be the expectations. In her annual review, he verbalized for the first time
what a poor job she was doing, which shocked her. Had he been communicating with this employee
regularly and addressing his concerns, he would have sooner learned in what areas she had been
mistrained, and about which issues she was just uninformed. To avoid these dysfunctional
relationships between employees and management, an employee should feel comfortable to ask for
feedback at any time, and a manager should feel comfortable questioning an employee without
creating a negative confrontation. Thomas et al. (2009) elaborate on the issue of communication and
employee performance. The relationship between trust and managerial effectiveness has been well–
researched and documented, but the authors in this study aimed to explore the relationship between
trust and communication. The authors posited that employee engagement, highly correlated with
positive employee performance, would be

Strategic Integration Of Marketing Communication

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