The Impact of the Hhs Library on Second Year Ibms Students’ Academic Achievements

Ch. 1 Integrated Marketing Communication [pic 1]

Communication is transmitting, receiving and processing information.

Communication occurs when a person group or organization attempts to transfer an idea.

The communication process:  

1. The sender is the company that wants to send a marketing message [pic 2]
2. Encoding is the process of taking the message and putting it into an ad.
3. The transmission device is the television, the paper on which the brochure is printed.
4. Decoding is the process of interpreting the marketing message to the receiver senses.
5. Quality marketing communication takes place when the receiver understands the message

• Often noise/Clutter occurs and distorts the message.

Noise occur at any stage& the senders can obtain feedback from receivers and use the information to start the process again.

Integrated Marketing Communications is the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost.

The IMC includes all B2B, B2C, channel, customer, external communications and internal communications.

Steps required to complete a marketing plan:

• Current situational analysis
• SWOT/TOWS analysis
• Marketing objectives
• Target market
• Marketing strategies
• Marketing tactics
• Implementation
• Evaluation of performance

Three trends that caused a change in marketing communications:

1. Greater emphasis on accountability and measurable results: CEOs and other officers want to know what they are getting for the millions they are spending on marketing & advertising.
2. Changes in tasks performed by key individuals: Everyone now is concerned with marketing and strategic planning. It’s not just creating ads for a campaign. It’s understanding who buys the product and why.
3. Emergence of alternative media: The emergence of websites blogs internet, companies shifts from traditional to new media since young consumers engaged more with technology

Reasons for integrating communications:

• Advances in information technology: Internet & Cell phones provide instant communication with business and people around the world
  
• Changes in channel power: Retailers→ Control channel, shelf space, Have purchase data & Determine products and brands on shelves. Consumers→Internet shifts power to consumers, Multiple methods of making purchases
  
• Increase in global competition: Products can be purchased from multiple location. consumers want both low prices and high quality.
  
• Increase in brand parity: Consumers see the brands as about equal in quality and attributes. In brand parity quality and characteristics become less important, price is the determining factor. Decline in brand loyalty.

• Emphasis on customer engagement: with the increase in brand parity and the decline in brand loyalty, companies have placed greater emphasis on customer engagement.

• Increase in micro-marketing: The focus is on individuals or small groups.

Ch. 2 Corporate Image & Brand Management

Corporate image reflects the feeling consumers and business have about the overall organization & its brands.

Corporate image is made up of everything the company does, has, and is. This includes tangible and intangible elements.

Tangible elements can be observed:   

• Goods and services that are sold
• Retail outlets where the products are sold
• The factories where produced
• Advertising, promotions, and other communications.
• Company name and logo.
• Packing and labeling
• Employees.

Intangible elements are:

• Policies of the company in dealing with employees and other publics.
• Ideas and beliefs espoused by corporate personnel become part of the image.
• Culture and location of the company
• Media reports can enhance or harm a company’s image

3 primary components of Corporate Image:

1. The quality of goods & services the company offers
2. Stand behind its products. Fix and take care of problems
3. Consumers perception of how the firm deals with its consumers

From the consumers perspective corporate image serves as following functions :

• Provides positive assurance

• Unfamiliar settings
• Little or no previous experience

• Reduces search time
• Provides psychological reinforcement
• Social acceptance

Company Perspective of strong Corporate image:

• Extension of feelings to new products (intro of new products is easier)
• Ability to charge more
• Consumer loyalty
• More frequent purchases
• Positive word-of-mouth
• Greater channel power
• Attracts higher quality employees
• More favorable ratings

Identifying the desired image: Begins with evaluating the current image through asking customers and non customers. This can be a strategic advantage for the company.

Creating the right image: This send a clears message about what the firms sell and stand for. B2B sector may be more challenging