Promotion Mix To Create An IMC Campaign Marketing Essay

Promotion undulate To Create An IMC Campaign Marketing EssayAs particularised by the American Association of Advertising Agencies, integrated marketing parleys (IMC) is a concept of marketing communications planning that recognizes the added value of a ecumenical plan (Elliott, 2012, P491). Companies that sell products or services use some or all of the components of a marketing and communications mix, in any gaucherie called a promotional mix. These include advertising, personal gross sales, sales promotions, public relations and mail marketing. Most national distinguishs use all parts of the mix, each in proportion to the removes of the product. Cereal makers, for example, concentrate more or less efforts and money on advertising and sales promotions, such(prenominal) as coupons. Other products call for assorted mix ratios, with some mix components completely eschewed.In addition to these nominate promotional tools, the marketer can also use other techniques, such a s exhibitions and product placement in movies, songs or video games, which fox been growing in popularity in recent years. Before proceeding every further, however, it is important to stress that promotional mix decisions should not be make in isolation. As we saw with pricing, all aspects of the marketing mix need to be blended together c arfully. The promotional mix use moldiness be aligned with the decisions made with regard to product, pricing and distribution, in hostel to communicate benefits to a target market. But for a soft-drinks maker standardized Pepsi, IMC can also be used can be used to create more communication impact, e.g. Advertising can be combine with sales promotions and a little bit of public relations such as sponsorship/events.From the facts of the case study, Pepsi used a new approach in its marketing communication. Pepsi holds the number one, threesome and tail adjust among medicinal drug, everyplaceall position among all companies, and delight cha nnels. It gives a significant contribution on the music channels with 12.81% sh atomic number 18 of coverage and holds the first position in that category. It has the third position on the whole TV media with overall 4.29% share of coverage, the potential of which is reported in reduction by researchers (Kotler Keller 2006, p.576). Similarly, it comes at number fourth on entertainment channels.Overall, these new media win the trust of consumers by connecting with them at a deeper level. Marketers are taking note of many different sociable media opportunities and beginning to implement new hearty initiatives at a high rate than ever before. Social media marketing and the businesses that utilize it have let more sophisticated.Q2. How effectively has Pepsi integrated digital and traditional media for the promotion of their products? rear examples of digital media used.Nowadays billions of consumers converse on a daily tooshie in online communities, discussion forums, blogs and tender net kneads. They turn to the network to share opinions, advice, grievances and recommendations. It has been express that traditional media is losing its face value and that the Internet is a fad and digital only applies to the millennium generation. While that may chinkm true, if you want to layover on the innovative cusp for your business, use both traditional and net income media marketing and here are some reasons why1. Online conversations can government agency or deflate a companys brand. Do you have a nominal head?2. Discover specific issues that are being discussed around your company, brand or organization and create feedback to these issues.3. There may be events, trends and issues that may be influencing industry and brand buzz.4. Measure how your online and offline marketing campaigns resonate with consumers.5. Leverage word of mouth to drive brand credibility, and ultimately sales if you use face-to-face marketing, Internet Marketing, Search Engine Optimi zation Strategy, and Social Media Strategy correctly.People are more likely to communicate through both word-of-mouth and social media when they are engaged with the product, service, or idea. This engagement may come course for supporters of causes, political candidates, and trendy new technological products. However, it can also be creatively stimulated for products and services which generate less psychological liaison of clients.For example, Pepsi (2008) uses its Pepsi Stuff online customer loyalty program to engage consumers by alter them to redeem points for MP3 downloads, television show downloads, CDs, DVDs, electronics, and apparel. Campaign participants are also allowed to enrol in sweepstakes drawings for larger prizes, such as home theater systems and rouse giveaways. Coca Cola (2008) has a similar campaign entitled My shock Rewards. According to Nielson research, TV users watch more than ever before (an average of 127 hrs, 15 min per month) and these users are spen ding 9% more snip using the Internet (26 hrs, 26 min per month) from last year. Approximately 220 million Americans have Internet access at home and/or work with a growing number using the Internet for research and social media.Knowing this research, traditional media entertains and communicates to a mass audience whereas digital media entertains, communicates with, and engages the individual. The benefits of digital media can be highly measurable and marketers can often see a direct effect in the form of improved sales in addition to establishing a direct link with the consumer. This can also be cost effective. However, the pitfalls of digital marketing can be that the middling is new, constantly changing and evolving with results that vary. You often get what you ask for Digital media is cognise as digitized content (text, graphics, audio and video) that can be transmitted over the Internet.While digital media consumption such as twitter, facebook, youtube etc have diversity magnitude tremendously, Pepsi cannot ignore consumers who yet rely on traditional media for their informative and entertainment needs, as a result, 2/3 of their advertising budget is still dedicated to traditional media. Marketers must strike a good counterpoise between using traditional and digital/social media and other promotional toolsQ3. How might Pepsi measure the effectiveness of its new campaign? Provide examples.The most suitable criteria for evaluating the effectiveness of advertising, depends on a number variables, such as the advertising goals, the type of media used, the cost of military rank, the value that the business or advertising agency places on evaluation measures, the level of precision and reliability required, who the evaluation is for and the budget. It is difficult to accurately measure the effectiveness of a particular advertisement, because it is affected by such things as the amount and type of prior advertisingThe best measurement of a campaigns eff ectiveness is its ability to meet its objectives.From the case study, Pepsis objectives could beAttract more competitors users (such as Coca-Cola)Increase sales quite a littleHold present CustomersCreate brand awarenessTo project a rejuvenated image for Pepsi as a socially responsible corporationTo change consumer attitudes from neutral or unfavourable (it is a soft drink after(prenominal) all) to positiveTo use newer, digital media to engage in two-way communication with their customers/public.To communicate its new image via it new packagingGenerally, Pepsi could use the following to measure the campaigns effectivenessStimulate an increase in sales remind customers of the existence of a productInform customersBuild a brand imageBuild customer loyalty and relationshipChange customer attitudesMarketers recognize that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information close a company and/or brands. The challenge is to understand how to use the sundry(a) IMC tools to make such contacts and deliver the branding message effectively and efficiently. A successful IMC program requires that marketers find the right combination of communication tools and techniques, define their role and the extent to which they can or should be used, and coordinate their use. To satisfy this, the persons responsible for the companys communication efforts must have an understanding of the IMC tools that are ready(prenominal) and the ways they can be used.