Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 43 views

    L2 MKT518

    Uploaded by

    sweta mishra lovely
    The document discusses McDonald's use of integrated marketing communications (IMC) to promote its brand. McDonald's implements a strategic, collaborative IMC approach to carefully coordinate both traditional and digital marketing channels. This helps McDonald's deliver a clear, consistent brand message and provide a seamless customer experience. The goal is to maximize awareness of the McDonald's brand and increase profits at low cost. McDonald's IMC efforts aim to build brand loyalty, equity and awareness through channels like television, social media, sports sponsorships and in-store promotions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    L2 MKT518

    Uploaded by

    sweta mishra lovely
    43 views25 pages
    The document discusses McDonald's use of integrated marketing communications (IMC) to promote its brand. McDonald's implements a strategic, collaborative IMC approach to carefully coordinate both traditional and digital marketing channels. This helps McDonald's deliver a clear, consistent brand message and provide a seamless customer experience. The goal is to maximize awareness of the McDonald's brand and increase profits at low cost. McDonald's IMC efforts aim to build brand loyalty, equity and awareness through channels like television, social media, sports sponsorships and in-store promotions.

    Original Description:

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses McDonald's use of integrated marketing communications (IMC) to promote its brand. McDonald's implements a strategic, collaborative IMC approach to carefully coordinate both traditional and digital marketing channels. This helps McDonald's deliver a clear, consistent brand message and provide a seamless customer experience. The goal is to maximize awareness of the McDonald's brand and increase profits at low cost. McDonald's IMC efforts aim to build brand loyalty, equity and awareness through channels like television, social media, sports sponsorships and in-store promotions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    43 views25 pages

    L2 MKT518

    Uploaded by

    sweta mishra lovely
    The document discusses McDonald's use of integrated marketing communications (IMC) to promote its brand. McDonald's implements a strategic, collaborative IMC approach to carefully coordinate both traditional and digital marketing channels. This helps McDonald's deliver a clear, consistent brand message and provide a seamless customer experience. The goal is to maximize awareness of the McDonald's brand and increase profits at low cost. McDonald's IMC efforts aim to build brand loyalty, equity and awareness through channels like television, social media, sports sponsorships and in-store promotions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 25

    c t ure #2

    Le

    MKT518
    Role of Integrated Marketing
    Communication
    What it’s all about?

    Dr. Pawan Kumar


    c t ure #2
    Le
    Lecture Outcome
    Apply the concept of IMC for marketing purpose
    Role of IMC in Marketing and Branding

    Dr. Pawan Kumar


    c t ure #2
    Le
    What IMC is all about?
    Strategic
    Collaborative
    Approach
    Objective driven
    under which company carefully integrates and coordinates conventional and unconventional
    communication channels, resources to deliver a unified, clear, consistent message that provides
    seamless experience which results in maximising the impact on the consumer’s mind to achieve
    maximum profit at minimal cost.

    Dr. Pawan Kumar


    Consistency is not regarded as an important
    characteristic of IMC?

    True
    False
    MCQ

    IMC is about:

    A. harmonized messages
    B. support for the marketing strategy
    C. a strategically coherent blend of internal and
    external messages
    D. coordinated promotional tools

    1-5
    Definition

    American Association of Advertising Agencies (4As) developed


    one of the first definitions of integrated marketing
    communications defining it as:
    “A concept of marketing communications planning that
    recognizes the added value of a comprehensive plan that
    evaluates the strategic roles of a variety of communication
    disciplines—for example, general advertising, direct response,
    sales promotion, and public relations- and combines these
    disciplines to provide clarity, consistency, and maximum
    communications impact”.

    1-6
    NEWS MKT501 MARKETING MANAGEMENT
    Discussion Question

    What is the role of digital media in integrated marketing


    communications ? How can the IMC overcome the barriers of
    communication
    Volkswagen Strategy

    Traditional Social Media


    Mass
    Media
    Integrated
    Marketing
    Strategy
    Sports Team
    Point-of-Sale Sponsor
    Kits

    1-10
    Case Let Punch Dub

    • Entertaining, interactive information


    1-11
    Case let
    • The primary goal of the “PunchDub” campaign developed by Deutsch LA was to raise awareness of the Volkswagen product line in the North
    American market. Volkswagen of America has very aggressive growth plan for this market as the company plans to double sales from
    400,000 to 800,000 vehicles by 2018. However, one of the challenges VW faces is that consumers know the VW brand but are not buying
    the company’s cars as awareness is very high (nearly 80%) but market share is low (only 2%). And while overall awareness of the
    Volkswagen brand name is high, consumers recognize only a few of the VW models such as the Beetle and Jetta. The “PunchDub” campaign
    was designed to address this problem and make consumers aware of the other vehicles in the VW product line such as the Passat, Golf, GTI,
    Routan, Eos Tiguan, Touareg, and the new CC sedan.

    • The campaign was built around the classic Punch Buggy (or Slug Bug) game that many consumers played in the heyday of the original VW
    Beetle where the first person to see one of the iconic vehicles would yell “Punch Bug” and playfully slug his or her friend. Deutsch put a new
    twist on the game by encouraging consumers to punch someone when they saw any VW model which was a clever way to increase attention
    to, and awareness of the VW product line. It is important to note that one of the major benefits of the campaign is that it worked very well
    online both through social media and on the Volkswagen web site. An online version of “Punch Dub” also debuted on the popular Facebook
    social network site on Super Bowl Sunday which encouraged people to dole out virtual “slugs” to friends and family for a chance to win a
    weekly prize (6-month leases on specific VW vehicles listed online) and the grand prize of a new Volkswagen CC sedan. Players could pick
    any one of thirteen VW vehicles, customize their punch and choose a Facebook friend to punch. The more friends they punched the better
    the chances to winning prize. The game was also available on the Volkswagen of America website and an online guide to the game was also
    available which players could use to develop and hone their punching technique.

    • The PunchDub campaign was also supported by heavy advertising in traditional media including the Super Bowl where the first TV spot was
    one of the most popular commercials to air during the game. Within a few days the commercial had received more than 1 million online
    views while the game had 5,000 registered users and nearly 30,000 punches were thrown. The two-month campaign ran for two months
    and included outdoor, radio and newspaper advertising as well as an extensive public relations campaign that generated feature articles and
    stories in BusinessWeek and The Wall Street Journal as well as in local newspapers and on local television stations across the country. The
    campaign was also extended to Volkswagen dealerships as special point-of-sale-kits were developed to promote a National Sales event
    called “PunchDubDays” which included special offers on various VW models.

    1-12
    MKT501 MARKETING MANAGEMENT

    https://www.youtube.com/watch?v=jI6tg_ZQeqE&feature=youtu.be

    DISCUSSION QUESTIONS
    1.IDENTIFY AND LIST THE RANGE OF COMMUNICATION TOOLS SHOWN IN
    THE VIDEO
    2.DISCUSS WHICH OF THE TOOLS WOULD BE THE MOST IMPORTANT IN THE
    OVERALL CAMPAIGN
    3.DISCUSS HOW THEY THINK THE CAMPAIGN ELEMENTS AND TOOLS WORKS
    TOGETHER.
    MKT501 MARKETING MANAGEMENT
    MKT501 MARKETING MANAGEMENT
    MKT501 MARKETING MANAGEMENT
    Application of IMC in Marketing( Evidence from Behaviour
    MKT509 Consumer Previous
    Research)

    • Brand Loyalty
    • Brand Equity
    • Brand Awareness
    McDonald’s

    You might also like