SUBJECT CODE 215

            ADVERTISING PRODUCTION

            ABIGAIL OPOKU

            DCSA2014110

            REFERENCE: Google academics, America association of advertising agencies, America University of integrated marketing communication and journalism online.

1. What is integrated marketing communication?

    Integrated marketing communication (IMC) has several definitions. According to America association of advertising agencies integrated marketing communication is define as “a concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact”.

            2. State and discuss six forms of integrated marketing communication (IMC).

Integrated marketing communication as an approach to create a unified and seamless brand experience for consumers across channels has a lot of forms. Some of which are as follow; sale promotion, public relation, publicity, personal selling, direct marketing, and internet marketing etc.

                          Starting with, personal selling. This is a form of person to person communication in which a seller attempt to assist or persuade prospective buyers to purchase a company’s product, service or idea which normally involved with face to face interactions. And one advantage of this form is that it involves direct contact between buyers and sellers because the buyers can see, touch, feel the product and it disadvantage is that it is time consuming and capital intensive (need more people, petrol, souvenirs, t-shirts etc).

                                    Secondly, direct marketing. In this form, there is a system of marketing by which the organization communicates directly with target consumers or customers to generate a respond or transaction. This form use techniques such as direct mails, direct response advertising, television marketing etc.One important of it is that, it has the ability to personalize the message and reaches intended target group. The disadvantage may be that it gets to wrong target group if the data base is not updated.

                           More so, sale promotion. It is marketing activity that attracts extra values and incentives for the sale force; distribution or the ultimate consumer and can generate immediate sale. There are types of sale promotion that is consumer oriented sale promotion. It is target as ultimate consumers and it come in various forms; buy one get one free, samples, customer royalty etc. Second type is trade oriented it is target at marketing intermediaries such as distributors wholesalers to encourage them to buy in large quantity. Thirdly sale force. This is targeted a company sale executives to encourage them to achieve their targets within stipulate time frame such as special bonus end-year award etc. One advantageous of this form is that it increases brand, products awareness and attracts new customers and its disadvantage is costly (where the company falls to short of their profit).

                           Moreover, public relations. With this form of communication it evaluate public attitudes, identifies the policies and procedures of an organizations with public interest by earning public understanding and acceptance. Public relation aims at establishing a positive image of the company among it public and use variety of tools examples fund raising, communication, sponsorship etc .one merit of public relation is , it creates and maintains co-operation and brand image of the company and also in its demerit  public relation officer covers the evils of the organization at the expense of the public

                                            Additionally, publicity.it refers to the non-personal communication regarding an organization product, services or an idea. Publicity is not directly paid for or run under an identified sponsor. It usually comes in the form of anew story, documentary, editorial or announcement. Usually the organization, the media to run a favorable story or to cover an event in order to create awareness or impact knowledge and techniques use to gain publicity includes press conferences, news, releases, features, documentaries etc.The essential of publicity is that the source is credible and unbiased and it can be very damaging, thus if the stories are negative and costly to control the damage.

                                             Furthermore, internet marketing. The internet marketing is the multi-faceted promotional tool. It is an advertising medium that companies use to advertise their products and services. The internet marketing can be used to execute all element of promotional list. An example is advertising on net. It is import to advertise on internet because it is interactive and it allows two way communication process to gather information for prospect buyers. It can be capital intensive and expensive.

                                           In a nutshell, integrated marketing communication has emphasis on the following forms; sale promotion, public relation, publicity, personal selling, direct marketing, and internet marketing etc. to create and nurture profitable relationships with customers and other stakeholders.

                        SUBJECT CODE 215

            ADVERTISING PRODUCTION

            ABIGAIL OPOKU

            DCSA2014110

            REFERENCE: Google academics, America association of advertising agencies, America University of integrated marketing communication and journalism online.

1. What is integrated marketing communication?

    Integrated marketing communication (IMC) has several definitions. According to America association of advertising agencies integrated marketing communication is define as “a concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact”.

            2. State and discuss six forms of integrated marketing communication (IMC).

Integrated marketing communication as an approach to create a unified and seamless brand experience for consumers across channels has a lot of forms. Some of which are as follow; sale promotion, public relation, publicity, personal selling, direct marketing, and internet marketing etc.

                          Starting with, personal selling. This is a form of person to person communication in which a seller attempt to assist or persuade prospective buyers to purchase a company’s product, service or idea which normally involved with face to face interactions. And one advantage of this form is that it involves direct contact between buyers and sellers because the buyers can see, touch, feel the product and it disadvantage is that it is time consuming and capital intensive (need more people, petrol, souvenirs, t-shirts etc).

                                    Secondly, direct marketing. In this form, there is a system of marketing by which the organization communicates directly with target consumers or customers to generate a respond or transaction. This form use techniques such as direct mails, direct response advertising, television marketing etc.One important of it is that, it has the ability to personalize the message and reaches intended target group. The disadvantage may be that it gets to wrong target group if the data base is not updated.

                           More so, sale promotion. It is marketing activity that attracts extra values and incentives for the sale force; distribution or the ultimate consumer and can generate immediate sale. There are types of sale promotion that is consumer oriented sale promotion. It is target as ultimate consumers and it come in various forms; buy one get one free, samples, customer royalty etc. Second type is trade oriented it is target at marketing intermediaries such as distributors wholesalers to encourage them to buy in large quantity. Thirdly sale force. This is targeted a company sale executives to encourage them to achieve their targets within stipulate time frame such as special bonus end-year award etc. One advantageous of this form is that it increases brand, products awareness and attracts new customers and its disadvantage is costly (where the company falls to short of their profit).

                           Moreover, public relations. With this form of communication it evaluate public attitudes, identifies the policies and procedures of an organizations with public interest by earning public understanding and acceptance. Public relation aims at establishing a positive image of the company among it public and use variety of tools examples fund raising, communication, sponsorship etc .one merit of public relation is , it creates and maintains co-operation and brand image of the company and also in its demerit  public relation officer covers the evils of the organization at the expense of the public

                                            Additionally, publicity.it refers to the non-personal communication regarding an organization product, services or an idea. Publicity is not directly paid for or run under an identified sponsor. It usually comes in the form of anew story, documentary, editorial or announcement. Usually the organization, the media to run a favorable story or to cover an event in order to create awareness or impact knowledge and techniques use to gain publicity includes press conferences, news, releases, features, documentaries etc.The essential of publicity is that the source is credible and unbiased and it can be very damaging, thus if the stories are negative and costly to control the damage.

                                             Furthermore, internet marketing. The internet marketing is the multifaceted promotional tool. It is an advertising medium that companies use to advertise their products and services. The internet marketing can be used to execute all element of promotional list. An example is advertising on net. It is import to advertise on internet because it is interactive and it allows two way communication process to gather information for prospect buyers. It can be capital intensive and expensive.

                                           In a nutshell, integrated marketing communication has emphasis on the following forms; sale promotion, public relation, publicity, personal selling, direct marketing, and internet marketing etc. to create and nurture profitable relationships with customers and other stakeholders.

assignment

SUBJECT CODE 215 ADVERTISING PRODUCTION ABIGAIL OPOKU DCSA2014110 REFERENCE: Google academics, America association of advertising agencies, America University of integrated marketing communication and journalism online. 1. What is integrated marketing communication? Integrated marketing communication (IMC) has several definitions. According to America association of advertising agencies integrated marketing communication is define as “a concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact”. 2. State and discuss six forms of integrated marketing communication (IMC). Integrated marketing communication as an approach to create a unified and seamless brand experience for consumers across channels has a lot of forms. Some of which are as follow; sale promotion, public relation, publicity, personal selling, direct marketing, and internet marketing etc. Starting with, personal selling. This is a form of person to person communication in which a seller attempt to assist or persuade prospective buyers to purchase a company’s product, service or idea which normally involved with face to face interactions. And one advantage of this form is that it involves direct contact between buyers and sellers because the buyers can see, touch, feel the product and it disadvantage is that it is time consuming and capital intensive (need more people, petrol, souvenirs, t-shirts etc). Secondly, direct marketing. In this form, there is a system of marketing by which the organization communicates directly with target consumers or customers to generate a respond or transaction. This form use techniques such as direct mails, direct response advertising, television marketing etc.One important of it is that, it has the ability to personalize the message and reaches intended target group. The disadvantage may be that it gets to wrong target group if the data base is not updated. More so, sale promotion. It is marketing activity that attracts extra values and incentives for the sale force; distribution or the ultimate consumer and can generate immediate sale. There are types of sale promotion that is consumer oriented sale promotion. It is target as ultimate consumers and it come in various forms; buy one get one free, samples, customer royalty etc. Second type is trade oriented it is target at marketing intermediaries such as distributors wholesalers to encourage them to buy in large quantity. Thirdly sale force. This is targeted a company sale executives to encourage them to achieve their targets within stipulate time frame such as special bonus end-year award etc. One advantageous of this form is that it increases brand, products awareness and attracts new customers and its disadvantage is costly (where the company falls to short of their profit). Moreover, public relations. With this form of communication it evaluate public attitudes, identifies the policies and procedures of an organizations with public interest by earning public understanding and acceptance. Public relation aims at establishing a positive image of the company among it public and use variety of tools examples fund raising, communication, sponsorship etc .one merit of public relation is , it creates and maintains co-operation and brand image of the company and also in its demerit public relation officer covers the evils of the organization at the expense of the public Additionally, publicity.it refers to the non-personal communication regarding an organization product, services or an idea. Publicity is not directly paid for or run under an identified sponsor. It usually comes in the form of anew story, documentary, editorial or announcement. Usually the organization, the media to run a favorable story or to cover an event in order to create awareness or impact knowledge and techniques use to gain publicity includes press conferences, news, releases, features, documentaries etc.The essential of publicity is that the source is credible and unbiased and it can be very damaging, thus if the stories are negative and costly to control the damage. Furthermore, internet marketing. The internet marketing is the multi-faceted promotional tool. It is an advertising medium that companies use to advertise their products and services. The internet marketing can be used to execute all element of promotional list. An example is advertising on net. It is import to advertise on internet because it is interactive and it allows two way communication process to gather information for prospect buyers. It can be capital intensive and expensive. In a nutshell, integrated marketing communication has emphasis on the following forms; sale promotion, public relation, publicity, personal selling, direct marketing, and internet marketing etc. to create and nurture profitable relationships with customers and other stakeholders.