论文题目：Integrated Marketing Communications
您的学校：University of Exeter
论文用于：Master assignment 硕士课程作业
1.0 Introduction 引言
Brand equity strategy is an important part of the business strategy, which would have the significant consequence to the business development. In addition, critical components of the firm’s brand equity strategy are tied to the marketing communication and brand (Madhavaram, Badrinarayanan, & McDonald, 2005).That means there is a potential relationship between the brand equity and marketing communication.To consider the brand equity of the company, the marketing communication should plan well. However, a marketing communication plan could have positive or negative impacts on the company’s images, which could bring the possible consequence to the brand equity that is an intangible asset. Therefore, this essay will focus on a critical discussion of different outcomes of marketing communication plan and the challenges with changing consumers’ behaviors.
2.0 A critical discussion of different outcomes of marketing communication plan
The milestone of theconcept tothe marketing communication is developed by Schultz (Kliatchko,2005). The definition of the “marketing communication is involved all instruments by means of which the company communicates with its target groups and stakeholders to promote its products or the company as a whole” (de Pelsmacker, Geuens and Van den Bergh, 2010: 3). A concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communication impact. That means marketing communication is linked to the general advertising, direct response, sales promotion, and public relations, and also related to the strategic roles of these four disciplines. According to the roles that who performs the activities, in the context of marketing, there are two types of marketing, direct and indirect marketing.
Firstly, direct marketing is a sales technique, ranging from companies trying to sell products in contact with potential customers uninvited. Direct marketing campaigns often include certain ingredients, such as addressing potential customers, potential customers and ask them to take immediate action, including calling or visiting a website. Common forms of direct marketing, including e-mail, online advertising, promotional letters, publishing and SMS catalog. A good direct marketing campaign includes multiple advantages on identifying potential customers, expand new customers and train customer behaviors, because it focuses on specific product or service, and calls the customer to take action - for further information, to register their interest in visiting manufacturer’s site to make a reservation or purchase, directly tracks and allows the company to quickly identify activities to be successful,helps to expand and launch a complete, small battles expensive campaign before the consumer reaction tests. Loyalty marketing has also established brands such as some customers enjoy the benefits and discounts to receive information, and can ultimately easily become repeat customers. Meanwhile, as more loyal the customer becomes, the company will know better about the customer’s preference, which lead the company able to customize better. The customer behavior will be trained and changed to be as what the company’s wish.
Apple’s Worldwide Developers Conference (WWDC), as one of the most successful direct marketing ever, is a key process of the marketing strategy which is used to plan for the Apple and consumers communication, has attracted a lot of attentions from the users of Apple and changed the habits and behavior of the customers. In the theory respective, WWDC is combined with these four disciplines, they are namely, general advertising, direct response, sales promotion, and public relations. How WWDC success in the outcome of the marketing communication, the advantages points of the WWDC is discussed as following. Firstly, WWDC is designed for the relationship between the Apple and Apple’s worldwide developers, besides that WWDC is also built the relationship between the designers and users (WISKUS, 2014). So WWDC is built indirect relationship between the Apple and users. The influence of the WWDC is good because of content with the mystery manufacturing psychological expectations. Although the annual WWDC time is fixed, the specific content of the annual WWDC is not fixed, sometimes product releases, such as 2008 and 2010, there will be the annual WWDC iPhone release of new products, sometimes just the technical aspects of upgrades. In addition, WWDC more mysterious elements of the content is actually another reason for secrecy, for example in order to prevent competitors overheard staff will be specially constructed restaurant, attended by developers prior to being signed with Apple "Apple Developer terms of a non-public projects "Apple is expressly prohibited agreement during the conference participants take pictures, record videos, or participate in any form of the live blog, furthermore, People have a curiosity, the more difficulty to understand something, the more people are interested in it but it will. As a consequence, WWDC is a good example of the direct promotion platform for the customers to learn the latest products, in the communication with the customers; they could provide feedback to the products and their willing. After that, customers could buy them from the direct-sale shopping or order online, comparing with Dell, which is first online computer sale (Medina, 2006). However, direct marketing also has its negative parts, such as that it may give the customer the impression of lacking of neutral points, and if over advertising, it could be annoying.
Secondly, indirect marketing is to market product, idea, or service by indirect means, such as sending a friend request, writing a positive review, sponsor an activity, coupon mailings, trade shows, public relations, blogging, participating in workshops, free e-books and posting on social media etc. to get customers attention. Once the customers see what the product is, who the producer is, and go to find out more about it. Then, the customers see its advertisement or links to places the marketers want them to go. Theoretically, if the customers are given more incentive to interact with the marketer, the customers are more likely to do so. The ascendency of sponsoring as marketing communications activity is part of the rise of indirect forms of marketing. For example, the football team Manchester United (MU) principal 2014 sponsors include Aon, Nike, Chevrolet, DHL, etc. In 2014, MU’s chest advertising is Chevrolet, which has a big brand logo on the squad shirt and there is also a small Nike logo on the top right. When people are getting any news or information related MU, they will be introduced to the brand of Chevrolet and Nike too. with MU. Meanwhile, with the huge number of fans and reputation world widely, these brands are marketed along with any activities, campaigns, awards, etc. of MU, and have great potential to be favored by MU’s fans. However, there are also negative aspects, such as these brands have great potential to attract negative effects from football fans who do not like or even fans hate MU, such as fans from the derby feud teams Manchester City, Liverpool, Arsenal, etc. At the same time, during indirect marketing, the brand has less initiative power; it could be influenced by the image of the team, in the example of football team sponsorship, or the image fluctuation of the blogger, etc. The brand is less likely to receive direct feedback from the marketing and difficult to measure the effect of indirect marketing.
From the comparison of direct and indirect marketing, each of them has advantages and disadvantages. Neither method is always superior to the other, since they are both important if a marketer wants to make a lasting impression on consumers and get more sales. In general, direct marketing establishes and maintain the brands principal function, release to the public and ask the customers to buy the product directly, which are more likely to train a customer behavior, even create a phenomenon of a field like Apple. On the other hand, indirect marketing supports the brand not so obviously, maintain and safeguard the brands reputation and influence customer behavior indirectly.
3.0 The challenges with changing consumers’ behaviors 对客户行为习惯更改的挑战
4.0 Conclusion 结论
In conclusion, it seems to be that the good communication plan is enhanced the sale performance in the business. In addition, the challenge of the brand equity would be from the first to the last, the key reason is that it is ignore the customers’ behaviors such as their knowledge, awareness and image.
Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY. Journal Of Advertising, 34(4), 69-80.
Kliatchko, J. (2005). Towards a new definition of Integrated Marketing Communications (IMC). International Journal Of Advertising,24(1), 7-34.
WISKUS, D. (2014). WWDC 2014: The Developers Take the Stage. Macworld, 31(9), 12.
HASESKİ, H. h., ŞAHİN, Y. y., YILMAZ, E. e., & EROL, O. o. (2014). THE INVESTIGATION OF THE RELATIONSHIP BETWEEN LIFELONG LEARNING TENDENCIES AND AIMS OF USING FACEBOOK.Journal Of Theory & Practice In Education (JTPE), 10(2), 331-351.
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Medina, A. E. (2006). Purely Dell: Dell takes its direct-sale model to retail with its first full-size store in Dallas' NorthPark Center. DDI: Display & Design Ideas, (12). 18.
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