This document discusses integrated marketing communications (IMC) and strategies. There are three main promotional strategies: pull, push, and profile. Pull strategy influences consumers, push influences channel members, and profile influences stakeholders. An ideal IMC plan blends these strategies. IMC requires coordinating communications strategies, resources, and messages to engage audiences meaningfully. Key drivers of IMC include relationship marketing and overcoming barriers like organizational silos. Proper IMC implementation focuses on customers and requires planning communication tactics coherently.
Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action.
Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action.
Over 51% of Americans trust user-generated content over company website content. So how do you get consumers to talk about your brand? Learn the 5 proven steps that Fair Trade USA uses to run successful earned media campaigns.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
INTRODUCTION
TO
ADVERTISING AND MARKETING COMMUNICATION
MARKETING COMMUNICATION
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts. Loosely defined, MarCom can be described as all the messages and media you deploy to communicate with the market.
Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference for the product. The other is to shorten the sales cycle.
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
360 Degree Marketing: How to benefit from online and offline marketing commun...Browne & Mohan
With advent of online and mobile platforms, marketing managers now have both offline and online marketing assets to increase their brand reach and customer engagement. However, many companies do not plan and execute a marketing strategy that meshes assets available on different media. Moreover, companies do not use an extensive embellished strategy to keep in continuous touch with customers. In this white paper, Browne & Mohan consultants show how to integrate offline and online marketing assets systematically and build a strong extensive content strategy to develop from low cost low information intensive assets to costly high information intensive assets.
An early definition of integrated marketing communications (IMC), A more current definition of integrated marketing communications (IMC), What importance of IMC is growing, The four stages model of integrated marketing communications (IMC)
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
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Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
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Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
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This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
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Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
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Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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2. 3 P’s
• Pull… to influence consumers
• Push… to influence the channel members or provide
information
• Profile… to influence a range of stakeholders
of promotional strategy…
1
2
3
Fill, 2016
3. Pull strategy...
designed to influence consumer and customers
focused on messages about the product
Ultimate goal is to influence purchase
4. Direction of communications in a…
Pull strategy…
manufacturer
Wholesaler or
distributor
Retailer or reseller
Consumer or customer
Fill, 2016
flow of communications
flow of products
6. push strategy...
…designed to influence marketing channel members
Sometimes referred to as trade or intermediaries
Focus on the product
about developing relationships and a strong distribution
network
7. Direction of communications in a…
Push strategy…
manufacturer
Wholesaler or
distributor
Retailer or reseller
Consumer or customer
Fill, 2016
flow of communications
10. Direction of communications in a…
profile strategy…
focus organisation
Local communities
Finance markets customers
Fill, 2016
flow of communications
distributorsemployees
wholesalers retailers
12. Strategic balance…
These three strategies are not mutually exclusive…
A marketing communications plan may well have a blend of the three elements
The choice and blend of push, pull and profile influence the choice of
communications tools
In an ideal world one person would be responsible for all three strategies…
…this is rarely the case
13. understanding strategy…
There are a number of dimensions to marketing
communications strategy
Don’t forget that mission, corporate strategy and marketing
strategy have a major influence
Strategy is ultimately designed to deliver on our objectives…
brandingSTP 3 P’s
14. defining integrated marketing communications…
IMC is a strategic approach to the planned
management of an organisation’s communications. IMC
requires that organisations coordinate their various
strategies, resources and messages in order
that it engage coherently and meaningfully with target
audiences. the main purpose is to develop
relationships with audiences that are of mutual
value.
Fill, 2016
15. defining integrated marketing communications…
it is a new way of looking at the whole, where once we
saw only parts such as advertising, public relations, sales
promotions, purchasing, employee communications and
so forth, to look at it the way the consumer sees it – as a
flow of information from indistinguishable
sources
De Pelsmaker et.al., 2013
16. what do we integrate?
simply put, it is about the synergistic use of the marketing
communications tools…
…but we also need to integrate the corporate and marketing objectives and
strategies
the message needs to be consistent
we need to bring in corporate identity and image…
…as well as brand identity and image
17. combining marketing communications tools to create
synergies…
Integrating the various tools can lead to synergies in a number of
ways - here are some examples:
The sales team have an easier job if their product or company is well known as a result
of sponsorship or advertising
In-store or point-of-sale communications that are consistent with advertising are more
effective
A promotional campaign that is supported by advertising is generally more successful
Direct mailing is more effective when prepared by an awareness-increasing advertising
campaign and supported by a sales promotion campaign
Public relations, corporate advertising and sponsorship can have synergistic effects on
company image-building
Websites will be more frequently visited when announced in mass media advertising
Advertising for a trade show will be more effective if an incentive is to visit the stand is
offered
De Pelsmaker et.al., 2015
18. drivers of integrated communications
the key driver according to Fill (2016) is the shift from transaction-based
marketing to relationship marketing
organisational drivers
market-based drivers
communications-based drivers
media and audience fragmentation, literacy, clutter, competition, media inflation
technology, consistency, brand triggers
profits, accountability, importance of branding
19. barriers to integration…
opposition/reluctance to change internally
financial issues in relation to structure and frameworks
hierarchies, traditions and management structures
attitudes and structures of suppliers and agencies
perceived complexity
20. implementing IMC
the most important consideration is that of customer focus
this needs to be recognised organisation-wide and may require training,
support and planning
systems, processes, procedures and structures may need to be adapted
or changed
21. implementing IMC
principal planning tasks
1. who should receive the messages
2. what the messages should say
3. what image of the organisation/brand the audience are expected to
retain
4. how much is to be spent
5. how the messages are to be delivered
6. what the desired action(s) of the target audience should be
7. how to control the plan once implemented
8. how to measure what was achieved
Fill, 2016